The world's most loved brands have built communities who are emotionally invested in them. By putting people at the heart of your brand strategy, you too can build a doting, loyal fanbase. After all, you want your brand to be the first one they turn to when looking for a solution; you want them interacting with your content in a positive way; and you certainly want them spreading the word about your brand. 

But what’s vital to building a strong following is having a safe space for people to connect, converse, and learn — and Twitter takes this responsibility very seriously. Ultimately, it’s people who use Twitter, it’s people who buy your solutions, and it’s people who are the backbone of your brand. That’s why we put people at the centre of all our brand safety solutions — giving you peace of mind when running your ad campaigns, while making sure you’re reaching the right audience. 

Ensuring safe and suitable adjacency 

In an environment that’s live and dynamic, you want to be confident that your messages are cutting through the noise and getting to the right audience. 

Twitter Amplify pairs brands with the most premium, timely publisher video content and the audiences coming to Twitter for it. Thanks to the strict enforcement of our brand safety policy, using both machine learning and human review, you can rest assured the content your pre-roll ads appear next to is safe. You can also go a step further to control for brand suitability by selecting the content categories that are right for your brand, and preventing ads from appearing next to content from specific publishers using a denylist. 

In addition to manual moderation, Twitter’s algorithm provides an extra layer of protection by automatically identifying and labelling Tweets considered to contain sensitive media, and not placing ad slots directly above or below them. 

Manage conversations around your brand 

Keeping conversations on track is key to keeping the right message front of mind. To make sure your messages don't get lost in the noise, you can take advantage of Twitter’s conversation settings. 

You have the ability to limit who replies to your Tweets — such as allowing only people you follow or those you mention in your Tweets to respond. You can also hide replies to keep the conversation healthy and relevant. The hidden replies are moved to a separate page, and an icon appears on your Tweet to let people know the conversation has hidden replies.                                                          

For more advanced management of your conversations, you can also use powerful third-party platforms that connect seamlessly to Twitter. A great example is Sprinklr, a unified customer experience management platform that allows you to automate the process of moderating replies to your content.

At Twitter, we’re continuously testing and adding new features to ensure that you’re able to enjoy healthy conversations. Safety Mode, a feature that we’re currently testing out, will temporarily block accounts for seven days for using potentially harmful language, or sending repetitive and uninvited replies or mentions. 

When Safety Mode is turned on in your settings, our systems will assess the likelihood of a negative engagement by considering both the Tweet’s content and the relationship between the Tweet’s author and replier. Our technology takes your existing relationships into account, so users you follow or frequently interact with will not be autoblocked.

Continuous transparency to build trust

As part of our commitment to full transparency, we’re always looking for ways to share more context about our products, policies, and enforcement of Twitter Rules. Twitter was one of the first services to begin publishing Transparency reports in 2012. And in August 2020, these reports were transformed into a fully interactive Twitter Transparency Centre, with separate sections dedicated to information requests, Twitter Rules enforcement, information operations, and removal requests.                                                                    

As people evolve, so will brand safety

Twitter will continue pioneering and improving our brand safety solutions in partnership with leading organisations around the world, so you can focus on what matters most — building brand awareness, love, and loyalty. Tapping into different expertise, perspectives, and experiences will help ensure our products and policies are meeting the needs of everyone. 

 

Find out more about Brand Safety on Twitter here.