How AI is Revolutionizing Brand Partnerships by Avoiding Controversial Influencers
Partnerships with influencers can offer excellent opportunities for brands aiming to create genuine content that highlights their products and services. Engaging in these collaborations can lead to significant boosts in brand awareness and improved brand sentiment, but they also come with their own set of risks. Social media personalities can be quite unpredictable, often seeking out controversy to gain more attention.
Such behavior may not always portray the collaborating brands in a favorable light, prompting marketers to carefully vet the influencers they choose to work with. Fortunately, this task is becoming more manageable thanks to the advancing capabilities of AI.
Lightricks, a well-known software firm recognized for its AI-driven image and video editing tools, has recently announced the introduction of SafeCollab. This AI-powered influencer vetting feature, integrated within the company’s Popular Pays creator collaboration platform, serves as a new resource for marketers by streamlining the vetting process.
In the past, marketers had to invest numerous hours researching influencer backgrounds, analyzing years’ worth of video content and social media activity. This tedious manual effort can now be simplified with the use of intelligent tools.
SafeCollab delivers the intelligence needed with its advanced large language models, which assess influencers to ensure their public image aligns with brand values. These LLMs conduct a risk evaluation of creators’ content across various social media platforms in a matter of minutes, sifting through hours of videos, audio recordings, images, and text.
By doing so, SafeCollab significantly shortens the duration required for brand marketers to conduct thorough checks on potential social media influencers for partnerships. Furthermore, when creators join SafeCollab, they simplify the process for marketers to grasp the brand safety considerations associated with collaboration, thus streamlining campaign timelines.
The goal is to equip brand marketers with the tools to steer clear of working with creators whose content does not resonate with the brand’s principles—as well as those who may attract controversy.
Such thorough investigations are essential, as even seemingly harmless influencers might harbor hidden issues. A notable example is the well-known lifestyle influencer Brooke Schofield, who boasts over 2.2 million followers on TikTok and co-hosts the “Canceled” podcast on YouTube. With her substantial fanbase, attractive appearance, and a strong sense of style, Schofield initially appeared to be an excellent match for the clothing brand Boys Lie, which partnered with her to create an exclusive capsule collection named “Bless His Heart.”
Shortly after its collaboration with Schofield, Boys Lie found itself in turmoil when a scandal surfaced in April. Fans began to discover a series of troubling social media posts from years past in which she articulated racist sentiments.
The controversial posts, shared on X between 2012 and 2015 during Schofield’s teenage years, included several racist slurs and offensive jokes regarding the hairstyles of Black individuals. Notably, one of the posts featured her strong defense of George Zimmerman, a white American who garnered significant controversy after being acquitted for the shooting of Trayvon Martin, a Black teenager.
In the wake of the backlash, Schofield issued an extensive apology, admitting that her past comments were “very hurtful.” She emphasized her evolution as a person, highlighting her journey of “learning and growing” to develop her own perspectives.
Despite her attempts to address the situation, Boys Lie felt compelled to sever ties with Schofield. The brand released a statement on Instagram announcing they were “working on a solution,” and subsequently took the step of discreetly pulling the clothing line they had initially launched with her.
If the marketing team at Boys Lie had utilized a tool like SafeCollab, they probably would have identified Schofield’s controversial posts well before initiating the collaboration. This tool, part of Lightricks’ influencer marketing platform Popular Pays, is designed to assist brands in automating their due diligence when partnering with social media creators.
By examining years of creators’ posting histories across various platforms such as Instagram, TikTok, and YouTube, it can review everything they’ve shared online to ensure that nothing could potentially harm a brand’s reputation.
Brands have the flexibility to set their risk criteria, and the tool swiftly produces an accurate risk assessment, allowing them to select influencers for collaboration with the confidence that their partnerships are unlikely to lead to any controversies.
In the absence of a platform like SafeCollab, the responsibility of conducting thorough due diligence rests on marketers. This often necessitates spending extensive hours sifting through each influencer’s profiles, scrutinizing all their past statements and actions to confirm there isn’t anything in their history that the brand would prefer to avoid being linked with.
Considering the intricacies involved, the process of managing content can be incredibly labor-intensive, especially when it includes audio voiceovers, detailed comment threads, and meticulous frame-by-frame video assessments. This is an ongoing endeavor, particularly since leading influencers consistently produce new content daily. As a result, vigilant marketers must perpetually track these updates.
Moving beyond initial background checks, SafeCollab utilizes sophisticated real-time monitoring algorithms that take comprehensive charge, providing immediate notifications for any troubling posts. This includes content that features offensive language, inappropriate visuals, or promotes violence, substance abuse, or anything else the brand finds unacceptable.
With the introduction of SafeCollab, Lightricks showcases yet another innovative application for generative AI. The company earned its reputation as a creator of AI-driven video and image editing applications, such as Photoleap, Facetune, and Videoleap.
The Videoleap application integrates advanced AI video filters along with text-to-video generative AI capabilities. It also features an AI Effects option, allowing users to apply unique AI art styles to create the perfect atmosphere for each video they produce.
Lightricks is the innovative creator of LTX Studio, a robust platform designed to assist advertising production companies and filmmakers in crafting storyboards and detailed pitch decks for their video endeavors utilizing text-to-video generative AI.
One of the significant advantages of utilizing Lightricks’ AI applications is the considerable time savings they offer by automating tedious tasks while bringing creative ideas to fruition. SafeCollab exemplifies this advantage by streamlining the due diligence process from beginning to end, enabling marketers to swiftly identify influencers who may be associated with controversy which they would prefer to avoid, all without the need for extensive research efforts.
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