OML’s Hypothesis ‘Brand Shield’ to flag sensitive content and vet creators

New Delhi: In a recent interview, Himani Agrawal, Senior Vice-President, Product and Analytics, and the brain behind Hypothesis, Only Much Louder’s AI-powered influencer marketing tech platform, highlighted the platform's commitment to providing brands with the tools they need to navigate the complex landscape of influencer marketing.

She spoke about the platform’s ‘Campaign Planning’ module that will be soon launched, along with a new feature that will help brands show more cognizance when it comes to sensitive content—more like a “Brand Shield" to help protect against potential risks associated.

"Brand Shield" will allow brands to assess the creators they're considering for partnerships, flagging content that could be considered sensitive or controversial. This includes topics such as politics, religion, and abusive language. While Hypothesis doesn't explicitly label creators as "good" or "bad," it empowers the collaborative efforts between brands and creators to make informed decisions based on the content they produce.

"We aren’t saying that a particular creator isn’t suitable to work with. We’re only drawing attention to the kind of content they create. Accordingly, you’re at liberty to make an informed decision on whether you want to work with them or not," Agrawal explained.

This feature is particularly relevant in light of recent discussions around advertising guidelines and the potential for influencer marketing to contribute to harmful content.

The ‘Campaign Planning’ module will further help to gauge a complete overview of the campaign and forecast expected performance directly on the platform. This module aims to streamline the process from campaign planning to execution, providing a seamless end-to-end solution—a feature to be launched soon.

One of Hypothesis's key differentiators is its ability to provide real-time metrics on creator reports. This means that brands can get up-to-date information on an influencer's performance, including organic metrics, boosted metrics, and even private metrics like watch time and reach. This transparency empowers brands to make informed decisions about their influencer partnerships.

According to Agrawal, Hypothesis was born out of the need for a comprehensive solution that addresses the gaps in existing influencer marketing tools. "We realised that there are a lot of gaps in the market when it comes to the kind of tools that are out there and the solutions that they provide," Agrawal explained. "Hypothesis is a tool for influencer marketers that allows you to find the right influencers for your brand and run data-backed campaigns effortlessly."

In an era where authenticity and ethical partnerships are paramount, Hypothesis is committed to providing brands with the tools they need to make informed decisions. It offers a range of other features to help brands optimise their influencer marketing campaigns. By providing a comprehensive solution for influencer discovery, analysis, and execution, Hypothesis aims to streamline the process and maximise ROI for brands.

Agrawal emphasised the importance of qualitative metrics in influencer marketing. She noted that “while quantitative metrics like follower count and engagement rates are valuable, qualitative factors such as an influencer's audience demographics, interests, and content style are equally important.”

Agrawal also highlighted the potential for integrating influencer marketing with other channels, such as traditional media. “Influencer marketing is primarily digital but can be integrated with other channels. While traditional channels like TV and print also incorporate influencer content, the integration is less common and typically involves high-profile celebrities. This may require more strategic planning and coordination. Strategically combining influencer marketing and other channels in a comprehensive campaign plan can offer brands a more efficient and effective approach to reaching their target audience,” she explained.

“With the rise of stringent regulations and a heightened focus on user safety, Hypothesis is focused on responsible influencer marketing. We do want brands to not only measure performance accurately but also adhere to evolving compliance standards,” reflected Agrawal with a sense of optimism on what lies ahead for Hypothesis.