At People First our process for sourcing content from real people begins and ends with brand safety. Since we began producing peer-to-peer microinfluencer content over four years ago, we’ve vetted and collaborated with over 20,000 creators without a single negative creator incident, because of this commitment.
We’ve successfully partnered with brands in highly-regulated verticals including financial services and healthcare. On the advocacy and political side of our business, we’ve successfully partnered on high-stakes campaigns including multiple presidential campaigns. In all these instances, we were able to successfully publish microinfluencer content without risk to brand safety in compliance with internal legal and governance practices within a diverse client set.
This blog outlines the internal auditing measures People First Marketing takes to ensure content aligns with client values.
Creator Vetting Process:
All People First creators are members of our Creator Portal, where we confirm their identities. During their onboarding process, we verify their date of birth, address, contact information, and require a secure connection to a debit card to receive payment.
Before any creators are approved to submit content to a campaign, People First screens user accounts for adverse media and involvement in prohibited and/or illegal activities; and we verify the authenticity of user profiles through internal analysis of their social graphs and Hypeauditor, the industry-leading creator validator.
Our internal analysis is both human and algorithmic at multiple points. Our system scans creator content for prohibited content twice, at the creator onboarding and prior to a client content submission, and a human organizer reviews the corpus of a creator’s content followed by a secondary check by the account manager.
In addition to this required vetting, PF credentials creators based on quantitative metrics like engagement rate and qualitative metrics such as quality of content and quality of the messenger.
If clients have specific requirements, like the influencer couldn’t have worked with a competing brand in the last year, or engaged in certain types of activities, People First can build that into our vetting criteria.
Draft content and creator details are submitted to the client on a secure portal for feedback and review. There, the client can make direct edits, suggestions, and questions about the content prior to it going live. No content is ever published without the client’s direct approval.
The following criteria are examined during our process:
We’re confident that our unique process, using both algorithms and humans, provides a best-in-class creator oversight to our clients.