Bichoi Bastha, Chief Revenue and Business Officer, Dailymotion
There were 87.3 million Snapchat users and 78.7 million TikTok users in 2021 alone, amounting to billions of hours of views as user-generated content maintained its surge in popularity.
This exponential growth has provided consumers with an ever-increasing number of choices, but the risks of unfiltered content are also rising. However, instead of evaluating all uploads and livestreams to determine their level of maturity or objectionability, many content providers in the social media space neglect to 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 at stake, brands cannot afford to get caught in the crossfire, and content providers that want to keep those advertising dollars will work diligently to avoid placing ads alongside objectionable material. Similarly, brands are preventing unwanted outcomes by proactively evaluating the content a site allows onto its pages.
Objectionable video content damages brand perception
Video platforms that are poorly filtered or not filtered at all have attracted the wrong kind of attention. This is especially problematic when toddler or children videos are involved. Parents might assume that a kid-oriented platform will only display family-friendly entertainment, but that may not be the case, especially if users can upload whatever they want. Consequently, adult or otherwise objectionable content could be presented to younger viewers, creating unnecessary challenges and potential problems for brands that wish to reach that audience.
This problem is not limited to children, however. When famed social media stars cross the line, they risk tarnishing the reputation of every sponsor they’ve secured. Whether intentionally offensive or not, inappropriate content may not be undone with an apology, and it takes time for the brands associated with that content to regain consumers’ trust.
Content filtering is one of the most critical factors a brand should consider when evaluating video platforms. Ideally, a platform recognizes the value and necessity of filtering and takes the necessary precautions to minimize mistakes — and ensures that when errors do happen, they are corrected immediately.
How unauthorized streams create headaches
Objectionability is just one aspect that can be addressed through content filtering. Ownership is another issue, and it is more complicated than it appears. Piracy is big business, procuring $1 billion in annual revenue, and viewers don’t always realize that the site in question is hosting illegally obtained content.
This could put any platform in violation and drive away existing and potential advertisers, as any number of them could be negatively affected by a content ownership dispute. Even the question of pirated content — a DMCA takedown notice, for example — creates problems for associated brands. Risk-averse businesses are working with platforms that know who owns the content and take the necessary proactive measures to minimize the risk of unauthorized streams.
Videos reveal viewer preferences
In addition to the problems of advertising in front of inappropriate or pirated content, brands need to know that their ads are appropriately aligned with the right audience. This is easier said than done. Traditionally, third-party cookies have been used to follow consumers’ digital whereabouts, but soon brands will need to rely on different advertising methods.
Filtering is critical in this scenario, allowing brands to connect their videos with interested consumers more effectively. This starts with the content itself. If viewers are watching a recipe for the perfect salad, what does that tell advertisers and content providers about them? At a high level, brands know that those viewers may be interested in shopping for vegetables, croutons and dressing. The recipe’s ingredients may also reveal a lot about consumer preferences. For instance, if the recipe doesn’t include meat or dairy products, it may suggest that the viewer is vegan. A vegan cheese brand benefits from this information by better targeting the right consumer base.
Not all video platforms can determine the ingredients of a recipe. That’s why brands with audience preferences in mind are increasingly diligent in their search for a video partner. Brands that do their homework in determining which platforms provide the level of filtering they need to propel their ads will protect their reputation and reach the right audience.
Benefits of video partners and filtered content
Immediacy frequently precedes safety as content platforms strive for virality and repeat clicks. Allowing users to post whatever they want at any moment may enable a platform to achieve quick wins but opens the door to various objectionable material.
No brand wants its products to be paired with a negative news cycle, but that possibility will remain without proper filtering. Brands depend on platform filtering to ensure their reputation is not blemished by an intentional or accidental issue that pairs their ads with the wrong video. The risks are too significant for advertisers to ignore.
Sponsored by: Dailymotion