The trend: Backlash over e.l.f. Beauty’s partnership with controversial creator Matt Rife and debates sparked by Sydney Sweeney’s American Eagle ad shows that advertisers are facing a moment of heightened scrutiny that requires rigorous vetting of influencer partnerships.

In a conversation with EMARKETER, Thomas Markland, founder of creator company HYDP, outlined key lessons for vetting creators for campaigns to anticipate, address, and avoid controversy before it hits the mainstream.

The lessons:

• Social media deep dives are a must-have, not nice-to-have. Scanning posting history—including accounts the creator might not expect you to access—and “looking for abusive, derogatory, or harmful language…[to] learn about someone’s reputation from how they’ve interacted online” will safeguard brand image, said Markland. Consumers show interest in social issues and value brands that represent what they care about and are willing to turn away from those who don’t align—making it critical to vet creators to gauge their values.
• Systems prevent problems. Brands must go beyond asking creators questions during onboarding and shift toward systems that spot red flags before they snowball into major brand damage. Scoring systems will prove valuable, noted Markland: No matter what creator a brand is looking to work with, each goes through a brand safety scoring system to “flag anything that could pose a reputational risk.”
• Contracts will protect brands in difficult situations. Partnerships without stipulations will be more volatile, and contracts must outline breaches to protect brands in case partnerships go awry. Markland said brands should include clauses that allow for post removals immediately after a possible scandal, include legal and financial penalties for noncompliance, and cover “everything from hate speech to brand value alignment.” Knowing when a partnership is breached will allow for immediate action in the event of a scandal.

Our take: As audiences turn to influencers for purchasing decisions and rethink brand loyalty for those who turn their backs on social issues, brands who remain selective and thorough about the creators they work with will win trust.

• Influencer vetting will define brand credibility moving forward. Partnerships must go beyond reach to prioritize alignment with core values as trust becomes the currency of loyalty for consumers.
• Audiences will reward brands that show consistency in messaging and creator choices. Instead of chasing creators for how many followers they have, brands will benefit from having fewer, carefully chosen partnerships with those who have a reputation of aligning with a brand’s social stance.