Kolsquare calls for treating brand safety as a strategic decision in influencer marketing
The platform Kolsquare publishes the report "The trust dividend", in which it argues that brand safety should stop being a later filter and become a strategic and creative decision in influencer marketing. The document cites that 55% of consumers aged 16 to 34 have stopped buying from a brand over a values clash and that fewer than 5% of marketing professionals see brand safety as a challenge. It also notes that advertising transparency does not reduce performance.
In 40 seconds
- Kolsquare argues that choosing a creator is not a media buy but a statement of the brand's values.
- The report cites that 55% of consumers aged 16 to 34 have stopped buying from a brand over a values clash.
- Fewer than 5% of marketing professionals consider brand safety a challenge, according to Influencer Marketing Hub.
Read the full story at Reason Why
IASummary generated by artificial intelligence from a story by Reason Why. It may contain errors: the original source prevails.
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