How well do you really know the creators you’re about to put your brand behind?
A creator can look like the perfect fit today but historic content could tell a different story. If that content conflicts with your brand’s values or your audience’s expectations, even a strong creator partnership can become a source of reputational risk and backlash.
When you’re vetting dozens or hundreds of creators, manually searching through multiple platforms, years of posts and different types of content simply isn’t practical.
Introducing SafeMatch® by Companion, an AI-powered due diligence tool. It reviews creators’ historical content against your brand’s specific risk criteria, surfacing potential concerns for your team to review before making the final call.
Brand safety needs more than a keyword search
Creator content is rarely black and white.
A keyword can appear in a post without presenting any real risk. A genuine concern may not contain an obvious keyword at all. Context, tone, imagery and what is being said around it can completely change the meaning.
That makes traditional approaches to creator vetting difficult to scale. Teams can spend hours searching social profiles manually, while simple automated filters can produce long lists of false positives.
SafeMatch® takes a different approach. It assesses text, audio and visual content in context, using your brand’s own risk criteria rather than a generic checklist.
What does SafeMatch® actually review?
SafeMatch® can assess creators’ complete historical content from their social accounts and web presence.
That includes captions, images, videos, thumbnails, audio transcripts and web pages.
Brand risk can live anywhere in a creator’s content history. It can sit in a joke buried in an old Reel, an image in a carousel, something said in a video or a post they published years ago. SafeMatch® reviews these different layers of content so teams can assess the creator in context, not through a narrow keyword filter.
Risk criteria tailored to your brand
There is no universal definition of acceptable risk. Requirements vary by brand, category, market and campaign - and creator vetting needs to account for those differences.
SafeMatch® allows teams to define the specific criteria used to assess creator content. You can:
- Start with Companion’s standard risk criteria
- Reuse criteria from a previous audit
- Create and edit criteria for a specific brand, client or campaign
- Upload supporting documents for reference
For agencies managing multiple clients, this creates a repeatable due diligence process without reducing brand safety to a single standard. Every audit is tied to the criteria used at the time, providing a clear, auditable record of what was assessed and against which requirements.
AI-assisted review. Human-led decisions.
SafeMatch® uses AI to review creator content against the specific risk criteria set for each audit.
When SafeMatch® flags a piece of content, it explains why it was flagged. Your team can open the original post, review the context and decide whether it presents a genuine concern.
Your team can open the original post, assess the context and decide whether it is genuinely concerning. Individual pieces of content can be passed or failed, with comments added as part of the review.
These decisions feed into the overall creator assessment, giving teams a clear record of how the final decision was reached.
SafeMatch® does not make the decision for you. It helps your team find and assess potential risks at scale and with precision.
Built for faster, more accountable vetting
SafeMatch® is designed to make creator due diligence easier to manage at scale - from the initial review through to the final approval.
Three parts of the workflow make that possible:
01 - Focused review
SafeMatch® takes the manual work out of searching through years of creator content, surfacing potential concerns for your team to review. That makes due diligence more manageable as campaigns scale across creators, markets and clients.
02 - Unified workflow
Because SafeMatch® is built into Companion’s creator database and campaign workflow, teams can move from creator discovery to vetting and approval in one place, without relying on separate spreadsheets, screenshots or scattered notes.
03 - Clear audit trail
Every audit leaves a clear record of what was flagged, why, what decision was made, who made it and when. That gives teams a consistent, auditable process for creator approval while keeping the final judgment with the people responsible for the brand.
Ready to put SafeMatch® to work?
Start using SafeMatch® in Companion and bring a more structured approach to creator due diligence to your next campaign.