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3.6Content review
Four questions for every piece of content. Is it factually correct? Will people feel something? Will they know it’s us? Will they find it later?
How much say we have
Gifted
Fact-check only: fix false claims, and leave opinions alone. In most cases, set the campaign to Express in Humanz, which skips content approvals. Put the dos and don’ts in the brief upfront. Once a post goes live, Humanz’s AI checks it against them automatically. If something breaks them, ask the creator to change or remove it.
Paid
One or two rounds of feedback. Set the boundaries. Don’t direct the performance.
What to check, by behaviour
| Check | |
|---|---|
| Scroll | Brand said and shown in the first two seconds. Two to four brand cues, at least one spoken. |
| Stream | The brand sits inside the story, and the creator’s signature (a place, a prop, a catchphrase) is intact. For YouTube: the product and category must be said out loud and written in the description. Put them in the title too where it fits, but a product insert doesn’t need to be. |
| Search | Product and category said out loud. The searcher’s question in the caption and on screen. |
| Shop | One obvious next step: a link, a code or a store that works. |
| Every post | Disclosure is visible. Nothing breaks the client’s brand-safety rules. |
Brand cues that work
Say it. Show it. No more than four. Memory peaks at four cues in the first two seconds. Past that, more people can name the brand, but attention collapses.
61%of creator ads brand in the first two seconds, against 89% of brand-made ads
25.7% → 53.1%increase in correct brand recognition when the brand is said and shown, not just shown
| Cue in the first two seconds | Change in awareness | What to do |
|---|---|---|
| A brand sound | +191% | The strongest cue there is. Fewer than 5% of creators use it. |
| Logo inside the scene | +182% | Part of the shot, not stuck on top. |
| A brand character | +57% | Good for recognition and attention. |
| Saying the brand name | +14% | Low cost, clear gain. Ask for it every time. |
| Brand name written on screen | −16% | Weak alone. Pair it with someone saying it. |
| A logo card on its own | −30% | Never the opener. |
Feeling is what the brief buys
Going from the dullest to the most moving creator work is worth about 4.3x on brand memory. Ads that make people feel nothing drive 27% fewer sales. So ask for entertainment by name: something out of the ordinary, a story unfolding, a place people recognise.
Checklist
- It makes people feel something
- Brand cues right for the behaviour and loop
- Search-ready words, spoken and written
- Disclosure visible, fact-check done