There have been 87.3 million Snapchat users and 78.7 million TikTok users in 2021 alone, amounting to vast amounts of hours of views as user-generated content maintained its boost in popularity.
This exponential growth has provided consumers having an ever-increasing amount of choices, however the risks of unfiltered content may also be rising. However, rather than evaluating all uploads and livestreams to find out their degree of maturity or objectionability, many content providers in the social media marketing space don’t filter or curate their material before it goes live.
For advertisers, this sets the stage for offensive or inappropriate pairings of content and creative. With so much on the line, brands cannot afford to obtain caught in the crossfire, and content providers that are looking to help keep those advertising dollars will continue to work diligently in order to avoid placing ads alongside objectionable material. Similarly, brands are preventing unwanted outcomes by proactively evaluating this content a niche site allows onto its pages.
Objectionable video content damages brand perception
Video platforms which are poorly filtered or not filtered at all have attracted the incorrect sort of attention. That is especially problematic when toddler or children videos are participating. Parents might assume a kid-oriented platform is only going to display family-friendly entertainment, but that could not function as case, particularly if users can upload whatever they need. Consequently, adult or elsewhere objectionable content could possibly be presented to younger viewers, creating unnecessary challenges and potential problems for brands that desire to reach that audience.
This issue is not limited by children, however. When famed social media marketing stars cross the line, they risk tarnishing the trustworthiness of every sponsor theyve secured. Whether intentionally offensive or not, inappropriate content might not be undone having an apology, also it does take time for the brands connected with that content to regain consumers trust.
Content filtering is among the most significant factors a brandname should think about when evaluating video platforms. Ideally, a platform recognizes the worthiness and necessity of filtering and takes the required precautions to reduce mistakes and means that when errors do happen, they’re corrected immediately.
How unauthorized streams create headaches
Objectionability is merely one aspect which can be addressed through content filtering. Ownership is another issue, in fact it is more difficult than it seems. Piracy is big business, procuring $1 billion in annual revenue, and viewers dont always recognize that the site involved is hosting illegally obtained content.
This may put any platform in violation and drive away existing and potential advertisers, as a variety of them could possibly be negatively suffering from a content ownership dispute. Even the question of pirated content a DMCA takedown notice, for instance creates problems for associated brands. Risk-averse companies are dealing with platforms that know who owns this content and take the required proactive measures to reduce the chance of unauthorized streams.
Videos reveal viewer preferences
As well as the problems of advertising before inappropriate or pirated content, brands have to know that their ads are appropriately aligned with the proper audience. That is easier in theory. Traditionally, third-party cookies have already been used to check out consumers digital whereabouts, but soon brands will have to depend on different advertising methods.
Filtering is crucial in this scenario, allowing brands for connecting their videos with interested consumers better. This starts with this content itself. If viewers are watching a recipe for an ideal salad, what does that tell advertisers and content providers about them? At a higher level, brands understand that those viewers could be interested in searching for vegetables, croutons and dressing. The recipes ingredients could also reveal a whole lot about consumer preferences. For example, if the recipe doesnt include meat or milk products, it may claim that the viewer is vegan. A vegan cheese brand advantages from these details by better targeting the proper consumer base.
Not absolutely all video platforms can determine the ingredients of a recipe. Thats why brands with audience preferences at heart are increasingly diligent within their visit a video partner. Brands that their homework in determining which platforms supply the degree of filtering they have to propel their ads will protect their reputation and reach the proper audience.
Great things about video partners and filtered content
Immediacy frequently precedes safety as content platforms shoot for virality and repeat clicks. Allowing users to create whatever they need at at any time may enable a platform to attain quick wins but opens the entranceway to various objectionable material.
No brand wants its products to be paired with a poor news cycle, but that possibility will stay without proper filtering. Brands be determined by platform filtering to make sure their reputation isn’t blemished by an intentional or accidental issue that pairs their ads with the incorrect video. The risks are too significant for advertisers to ignore.
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