What is brand safety?
Brand safety refers to how well your content, online presence, and public behavior align with a brand's values and guidelines.
Brand safety isn't about changing who you are or how you create content. It's about understanding brand expectations and making sure there's a good fit for both parties.
What do brands look for when evaluating creators?
Brands may review your content and online presence before selecting you for a partnership, including:
Past content: Videos, posts, and other content you've previously published, sometimes going back months or years.
Activity across platforms: Even if a campaign is focused on YouTube, brands may review your Instagram, TikTok, and other social channels.
Reposts and shared content: Content you share from other accounts, including reposts, Stories, and pinned posts.
Language and sensitive topics: Repeated use of potentially offensive language, controversial topics, or content that conflicts with a brand's guidelines.
Community engagement: Your comment sections and how you engage with your audience.
What can put a brand partnership at risk?
Brand safety concerns aren't always obvious. Even small details can create issues when they conflict with a brand's requirements.
Some examples include:
Unsafe behavior, like filming while driving.
Featuring children alone in a video frame
Misinformation, unapproved claims, or bot-generated content
Background details like alcohol, competitor products, or sensitive content visible in your content.
Missing disclosures or failing to clearly identify sponsored content.
How can I keep my content brand-safe?
Use this checklist before publishing content:
1. Understand the brand before you say yes.
Take a few minutes to research the brand, its values, target audience, and the type of content it typically publishes. Make sure the partnership feels like a natural fit for your own brand, too.
2. Read the brief carefully.
Pay attention to messaging requirements, prohibited topics, visual guidelines, claims, competitor restrictions, and any specific do's and don'ts. Many brand-safety issues can be avoided simply by knowing the campaign requirements upfront.
3. Think about the full context of your content.
Brand safety isn't limited to the sponsored post itself. Consider the content surrounding a partnership and how your recent or upcoming posts may appear alongside the brand collaboration.
4. When in doubt, ask.
If you're unsure whether something is appropriate for a campaign, ask the brand or agency before publishing. It is much easier to address a potential issue during the review process than after content is live.
5. Be careful with claims.
Creators should avoid making unsupported claims about products, especially around health, performance, results, or guarantees. Stick to approved messaging and your genuine experience with the product.
6. Keep sponsorship disclosures clear.
Creators should clearly disclose when content is sponsored or when they have another material connection to a brand. Transparency protects both the creator and the brand.
Is brand safety a two-way responsibility?
Yes! Successful brand partnerships depend on clear communication and mutual expectations. The goal isn't to change your voice or creative style to fit every brand. It's to work with brands that respect your content and create an authentic campaign.
Who can I contact with brand safety questions?
If you're working on a MagicLinks brand campaign and have questions about content requirements or brand safety, reach out to your MagicLinks campaign contact before publishing.
For general questions, contact creatorsuccess@magiclinks.com