October 2024

How Big Brands Handle User-Generated Content in 2024 | MarketectureTV October 2024

In this episode sponsored by Zefr, Mark Proulx, Global Director of Media Quality and Responsibility at Kenvue, discusses the challenges and strategies surrounding brand safety in the context of user-generated content and misinformation on social media platforms. He emphasizes the importance of balancing brand purpose with safety, the need for proactive measures against misinformation, and the evolving landscape of brand safety practices.

Mark also shares insights on how brands can navigate criticism and the necessity of collaboration within the industry to enhance brand safety measures.

Takeaways:
Brand safety is a critical focus for Kenvue.
User-generated content requires careful management to align with brand purpose.
It’s essential to redefine content guidelines to resonate with consumers.
Brands should not overreact to appearing next to certain types of content.
Authenticity in messaging is supported by brand development teams.
Misinformation poses a significant challenge for brands on social media.
Risk mitigation is more realistic than risk elimination.
Brands need to push social media platforms for better content moderation tools.
Collaboration among brands can enhance industry-wide brand safety efforts.
A more open mindset towards criticism can help brands navigate social media challenges.

Keywords
brand safety, user-generated content, misinformation, social media, brand purpose, advertising, marketing, Kenvue, authenticity, risk mitigation