What does rise in Online Videos mean for Brand Safety

As online video explodes, its reach and power for brands are undeniable. It fosters engagement, builds communities, and drives sales. But with great visibility comes great responsibility – the responsibility to protect your brand from content that can tarnish its reputation. This is where brand safety takes center stage.

In this blog, we’ll discuss brand safety statistics, strategies and best practices that marketers can use to safeguard their brand’s reputation online with the rise in videos. 

What is Brand Safety?
Brand safety is a critical measure in protecting your brand from being associated with harmful or inappropriate content. This encompasses offensive, controversial, illegal, or ethically questionable material. It applies to all digital platforms, including organic social media and any other online channels where your brand may be present. Additionally, there has been an emerging focus on "brand suitability," which aims to actively align your brand with positive placements that enhance your existing reputation rather than solely avoiding risks.

Why Does it Matter with Online Videos?
The stakes are higher than ever with videos. Their emotional impact and virality potential can amplify both positive and negative associations. A single ad placed inadvertently beside offensive content can trigger widespread backlash, eroding trust and damaging your brand's carefully built image.

The Numbers Don't Lie:

1. 67% of consumers would boycott a brand associated with objectionable online content.

2. Global social ad spending in 2021 crossed $181.2 billion, highlighting the potential for significant losses.

3. A bad brand safety incident can damage relationships with partners and stakeholders.

Protecting Your Brand in the Video Jungle:

1. Become a Social Listener:
Actively monitor conversations around your brand, industry, and potential risks. Various tools available online can help you track official mentions and identify red flags early.

2. Plan for the Worst:
Create a crisis response plan outlining steps to take if your brand appears with objectionable content. Practice makes perfect, so conduct simulations to ensure a swift and effective response.

3. Engage, Don't Ignore:
Don't let comments, paid or organic, go unanswered. Address negative feedback promptly and professionally, demonstrating your commitment to responsible engagement.

4. Know Your Threshold:
Define what content is absolutely unacceptable for your brand. This could be based on your values, target audience, or industry guidelines. Stick to your guns and avoid compromises.

5. Target Wisely:
Utilize negative targeting features offered by social media platforms with respect to online videos. Exclude categories or channels associated with content you want to avoid, reducing the risk of unwanted placements.

Conclusion:
The rise of online videos presents both opportunities and challenges for brand safety. By adopting proactive strategies mentioned in the blog, staying informed, and actively monitoring the online media, you can ensure your brand thrives in this dynamic environment without compromising your reputation.

Remember, brand safety is an ongoing process, not a one-time fix. By continuously adapting your approach, you can build a fortress around your brand and ensure it shines brightly in the ever-evolving world of online videos.