The State of Safety
How Brand Safety Powers Creator Growth
As the creator economy matures, the industry is louder, faster, and more complex than ever before. As creator content scales, more of the conversation about your brand begins outside of your owned ecosystem.
CreatorIQ’s first-of-its-kind State of Safety report reveals how leading brands are rethinking safety—not as a limitation, but as a lever for growth.
Our research, based on responses from more than 1,700 marketers across 17 industries, uncovers how safety and suitability are reshaping reputation management, creator selection, and ROI.
Key insights include:
- How enterprise organizations are redefining safety as a foundational part of growth strategy
- Why suitability has surpassed follower count as the top selection criterion for creator partners
- Why brand suitability isn’t just brand safety 2.0
- What safety maturity looks like in the Era of Efficacy
Brand safety is no longer just a checklist. At scale, it requires a single system of record that offers visibility, data, and deep alignment.
How Brand Safety Powers Creator Growth
As the creator economy matures, the industry is louder, faster, and more complex than ever before. As creator content scales, more of the conversation about your brand begins outside of your owned ecosystem.
CreatorIQ’s first-of-its-kind State of Safety report reveals how leading brands are rethinking safety—not as a limitation, but as a lever for growth.
Our research, based on responses from more than 1,700 marketers across 17 industries, uncovers how safety and suitability are reshaping reputation management, creator selection, and ROI.
Key insights include:
- How enterprise organizations are redefining safety as a foundational part of growth strategy
- Why suitability has surpassed follower count as the top selection criterion for creator partners
- Why brand suitability isn’t just brand safety 2.0
- What safety maturity looks like in the Era of Efficacy
Brand safety is no longer just a checklist. At scale, it requires a single system of record that offers visibility, data, and deep alignment.
