In this blog, we will discuss the importance of brand safety in video production and give tips on creating safe content.
What is Brand Safety?
Brand safety means protecting a brand’s reputation in all types of media, including videos. It involves putting preventive measures in place to avoid association with content that may be unsuitable, offensive, or controversial. Videos can spread quickly, so businesses must control their brand and make sure their message matches their values.
How Do I Create Brand Safe Content?
Creating brand safe content requires a thoughtful approach and attention to detail. Here are some practical steps to help you maintain brand safety in your video production:
1. Establish Clear Guidelines:
Before starting any video project, define your brand guidelines and values. Clearly communicate these guidelines to your production team, including directors, scriptwriters, and actors. Set boundaries on language, content, and visual elements to ensure they align with your brand messaging.
If your brand is family-friendly, make it clear that the content should not have offensive language or adult themes.
During pre-production, it is also important to conduct thorough research on the policies and guidelines of each social media platform that you use. You can find them on their official websites or help centres. For example, here are the links for Facebook and YouTube community guidelines.
2. Thoroughly Vet Platforms and Channels:
Research their policies and audience demographics when selecting platforms or channels to distribute your video content. Make sure the content matches your brand values to avoid it being shown with inappropriate or controversial material. For instance, if your target audience is young adults, platforms focused on family-friendly content may not be the best fit.
3. Monitor and Moderate Comments:
Interact with your audience by actively monitoring and moderating comments on your videos. Respond promptly to inappropriate or offensive comments and consider automatically implementing filters to detect and remove such remarks. This demonstrates your commitment to maintaining a safe and respectful environment for viewers.
Top Tips for Brand Safety:
While creating brand safe content, consider the following tips to further enhance your efforts.
1. Collaborate with Trusted Partners:
Work with production agencies, influencers, and content creators with a proven track record of upholding brand safety. Conduct thorough research, analyse past content, and review their audience engagement.
2. Utilise Brand Safety Tools:
Leverage brand safety tools provided by ad networks and platforms to identify and prevent potential risks. These tools use advanced algorithms to recognise and mitigate brand safety issues automatically.
3. Regularly Review and Update:
Brand safety is an ongoing process. Regularly check your content, platforms, and guidelines to make sure they match your evolving business goals and societal norms. Stay vigilant and adapt your approach as needed to maintain brand safety standards.
Brand safety helps businesses protect their reputation and connect with their target audience in a respectful and meaningful manner. To make safe content that connects with viewers, follow guidelines, use suitable platforms, moderate comments, and collaborate with trusted partners. Brand safety requires continuous assessment and adaptation to stay accountable and relevant.
If you’re interested in video production or have any questions, don’t hesitate to contact us. We’re excited to discuss how we can assist you in creating brand safe and compelling video content.
