Lauren Pearce.
With US politics and the big tech giants changing the rules on social media platforms and the volatility in what is today’s digital landscape. The definition of brand safety has fundamentally shifted. The traditional approach, which focused on ensuring that ads appeared on “brand-safe” platforms or contexts, is no longer cutting it because really what platform is “brand safe”? With the accelerating rise of user-generated content, reduced content moderation, and influencer driven ecosystems, brands are discovering that true safety lies not in the platform but in the alignment with the right people and communities.
The digital landscape is more crowded than ever. Audiences are not only overwhelmed with content but less trusting and more reliant on authentic reliable content, making it harder for brands to stand out. To ensure relevance today and in the future, brands must pivot from a platform first mindset to a people first approach. Instead of trying to find a corner of the internet that’s “safe,” they must align with individuals and communities whose values and content reflect theirs.
Why does this matter? Platforms like Instagram, TikTok, and YouTube present an endless stream of content, much of which is beyond the control of the platform and advertisers. Even the most perfect of algorithms can’t guarantee a perfectly controlled environment, however these algorithms are built to lead audiences to a world of content they want to see. If we shift our focus to personalising our brand and building relationships with creators who embody a brand's values, companies can ensure their message is delivered authentically and resonates with their target audience.
The question we should no longer be asking is, “Is this platform brand-safe?” but rather, “Is this person or community aligned with our brand values?” Creators and influencers, with their highly engaged and loyal followings, offer brands a way to connect meaningfully with audiences in ways that feel authentic and trustworthy. A well-chosen and dedicated partnership can provide a level of credibility and “safety” that a single platform cannot.
This shift also reflects a broader trend, consumers now care more about a brand’s personality, values, and authenticity than the medium through which it communicates. By partnering with creators who act as brand ambassadors, companies can effectively humanise their brand to build authenticity.
The challenge becomes even more pronounced for large corporations. In an era where trust is minimal, consumers value authenticity and personal connection, where faceless corporations struggle to resonate. The solution? Take a page from smaller, founder-led brands that thrive on their ability to convey a human touch.
For large organisations that may not have a visible CEO or founder to spotlight, the answer lies in adopting the storytelling techniques of small businesses. Highlight team members, showcase the people behind the brand, and communicate with transparency. The goal is to present the company as an entity with values, emotions, and a mission... much like a person. This not only initiates relatability but also helps build a loyal community.
As the social media landscape continues to evolve, brands and marketers must embrace a new era of safety and relevance. We need to stop relying on the “perceived” security of platforms and start investing in genuine relationships with creators and communities. This requires not only a strategic shift but also a commitment to authenticity, transparency, and adaptability.
At the end of the day, brand safety is no longer about avoiding risk; it’s about creating connections and community. By aligning with the right people and telling their story with integrity, brands can better navigate the complex world that is today’s digital landscape with confidence.