Fabulate unveils new AI tools to improve brand safety in creator economy space
Australian influencer marketing platform Fabulate has unveiled a new AI-powered tool to help brands better protect themselves when engaging with influencers, as brand safety continues to be a concern in the space.
Designed to save marketers and agencies thousands of head hours by scanning content in an automated fashion, SparQ offers three main products across brand safety, advocacy, and audience analysis.
It has been made available across TikTok, Instagram, and YouTube, with plans to expand into other social media platforms next year.
The AI tools were created in recognition of the growing marketer focus on brand safety and the immense load of manual hours spent vetting videos by agencies and in-house social teams. According to the Influencer Marketing Hub, 76% of brands recognise brand safety as a concern in influencer marketing, and the Fabulate team believe SparQ will be a “game changer” that will improve the creator economy space.
“We believe SparQ will be a powerful tool – available to everyone – that can save brands and agencies thousands of hours of human labour and unlock millions of dollars of spend into the creator space,” said Ben Gunn, chief revenue officer at Fabulate.
He said the products will transform and revolutionise how brands and agencies engage with influencer marketing, with better on-demand abilities.
Nathan Powell, chief product and strategy officer at the company, added: “We all know the creator space has been exploding in recent years, but these tools are designed to unlock that to a new level. We know from our clients that simply reviewing the content of 10 video-led creators for one campaign could easily take a fulltime staff member an entire week – SparQ will not only reduce the time it takes to review content, it will also improve the accuracy of that process.”
SparQ Brand Safe will allow marketers and agencies to scan content for high-risk or explicit content that may put their brand at risk – and can be completely personalised to suit a individual brand’s needs. Similarly, the SparQ Brand Advocate feature will help marketers find the right authentic voices in both paid and organic social media by scanning the apps.
Meanwhile the SparQ Audience Overlap feature will give marketers and agencies a chance to analyse the unique audience reach of 100 creators in a single search – which can help them adapt according to what kind of audience reach they want.
Fabulate’s co-founders. [L-R]: Ben Gunn, Nathan Powell, Toby Kennett, Sachin Singh
“The SparQ suite of products uses AI technology to address these key concerns of marketers working in the influencer space. We’ve all heard the horror stories of brands hiring creators who don’t really align with their brand. SparQ helps ensure the creators you work with are authentic and suitable for your brand.”
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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