Brand safety is about making sure the creators you partner with don't post content that could damage your brand's reputation. The brand safety analysis does that automatically by scanning a creator's posts across Instagram, TikTok, and YouTube over the past year and scoring them across four risk categories:

Each category gets a severity score: Brand safe, Low risk, Medium risk, or High risk. Three factors go into that score: how often sensitive content appeared, how recent it is, and how severe it is. A post from last week featuring explicit content will weigh more heavily than an older post with mild imagery.

To access the analysis, open a creator's side panel and click the Brand safety tab. It sits between the Channels and Emails tabs.

The Brand safety tab is designed to help you understand a creator's risk profile at a glance and dig into the details behind each score. It has three sections:

The spider chart gives you an instant read on where a creator's risk is concentrated. Each pole represents one of the four categories, the further it extends, the higher the risk in that area. If the chart is compact and centered, the creator is largely brand safe.

Below the chart, the Contributing risk categories section breaks down the risk level for each category individually. If a category has a risk level above Brand safe, you'll also see which platforms contributed to it.

One thing to keep in mind: each category score reflects the highest risk level across all platforms. If a creator posts gun-related content occasionally on Instagram but frequently on TikTok, the Violence category will show the TikTok level, not an average.

Alongside the visual breakdown, Jaice AI reads the risk data and gives you a plain-language take on what it means for your brand. You'll find it in the Risk summary bubble on the top right of the tab.

The bubble opens collapsed by default. Click anywhere on it to expand the full summary, which covers two things:

The Flagged content section shows the specific posts that contributed to each category's score, so you can judge for yourself whether the content is actually a concern for your brand.

Click any post thumbnail to open the original post on the source platform.

If you need to share the analysis outside of Upfluence, you can export it as a PDF.

The PDF includes the AI summary, the risk chart, category scores, and up to 7 flagged posts per category.

Brand safety scores are calculated progressively across our creator database, not all profiles are analyzed at the same time. If you see this message, it just means we didn't collect enough data yet. There's nothing you need to do, the analysis will appear automatically once it's ready.

Each category score reflects the worst case across all platforms. A creator who posts sensitive content on one platform will carry that risk level overall, regardless of how they perform on others.

Yes. You can set brand safety thresholds directly in the search filters to exclude creators whose risk levels don't meet your standards. See How to find the right creators using the Search app for details.