When you think of content moderation, you might picture it as a behind-the-scenes operation – hidden teams working together to swiftly remove inappropriate videos or offensive comments, quietly maintaining order online. But content moderation is much more than just digital housekeeping. It actively shapes your brand’s identity, values, and reputation – even if you don’t realise it.

“Content moderation defines the content, the environment, and essentially the values of the platform,” says Francis Stones, Global Head of Brand Safety at TikTok. “Your moderation policies determine who interacts, how they interact, and, ultimately, how a brand that invests in the platform is perceived.”

Platform users are no longer passive recipients; they interact with, share, and amplify brand content. When that content appears alongside harmful, inappropriate, or misleading material, the association can instantly damage your brand’s image, potentially leading to significant and long-lasting reputational harm. The line between platform responsibility and brand accountability is increasingly blurred, making content moderation an essential part of every business’s marketing and customer experience strategy.

Content moderation goes beyond merely blocking or removing problematic content. It actively shapes the environment in which your customers engage with your brand. And poor content moderation can quickly spiral into a reputational crisis. 

“Brands really care about their reputation, and how they come across,” Francis says. “There are lots of circumstances in today’s fast-moving world where something can impact the bottom line of the brand’s P&L very quickly.” Think of an ad appearing next to content which not only doesn’t meet the brand’s values, but also goes against the platform’s guidelines, he points out. This is not just a trust and safety problem; it’s a customer experience disaster. And the consequences are not theoretical. 

“Just because a piece of inappropriate content appears two posts away from your ad, doesn’t mean it doesn’t negatively impact your customer’s experience. This is why we build robust trust & safety processes to create a positive experience for the entire time someone is on the platform,” he adds. When major brands find their advertising adjacent to misinformation, hate speech, or extremist content, the reputational damage can be substantial and swift.

Conversely, effective trust and safety practices provide brands with significant advantages, converting a platform’s content moderation from a risk management strategy into a customer experience asset. 

While no moderation system is flawless, investing in high-quality, user-centric moderation is one of the most valuable steps a platform can take to build lasting trust, both with its users and the brands that support it. Recognizing the limitations of moderation efforts helps create more resilient trust strategies, rooted in transparency and continual improvement.

“At TikTok, we’re mission-driven,” Francis explains. “We build our trust and safety policies in partnership with external experts, and our brand suitability tools in partnership with brands. When you have strong moderation, it enhances the experience for everyone on the platform. When you have strong brand suitability tools, it gives brands the ability to show up in an environment which defines their values.” 

His argument underlines why brands should not simply assume platforms have robust moderation measures in place – they should engage with and understand them.

Integrating trust and safety into a customer experience strategy requires clear communication. According to Francis, platforms should discuss their moderation and trust and safety efforts transparently with the brands advertising on their platforms, creating a transparent narrative around their policies. “You have to build that foundational level of knowledge,” he suggests. “Platforms should explain to brands clearly: : here’s what we’ve done, here’s what we’re doing now, and here’s how we’ll address any future issues.” This transparency reassures your customers and builds resilience when things inevitably go wrong.

Some brands excel at this integration. Francis explains how some brands they work with are fiercely protective of their reputation. These brands will ensure that platforms align with their stringent brand safety standards before investing any advertising funds. This methodical approach shows how committed brands are to treating trust and safety as a proactive strategy integral to customer experience and brand identity.

However, despite clear examples, misconceptions still persist. “Brands don’t always want to highlight potential problems, even though proactive communication about moderation efforts reassures users,” Francis notes.

This reluctance can create broader industry challenges. We’ve seen recent news stories highlight how brands are increasingly questioning trust and safety measures across digital platforms. In recent years, high-profile cases reported in the media show major advertisers becoming vocal about moderation standards, with some publicly re-evaluating their advertising placements based on perceived moderation weaknesses or policy changes. Francis acknowledges this trend, observing, “Big brands are questioning trust and safety every day and actively considering where their brand values align best in terms of moderation and user safety.”

For companies seeking to turn trust and safety into a competitive advantage, Francis recommends emphasizing human connection and transparency. He notes, “Trust is a human emotion – you earn it by consistently doing good things. Brands that build genuine relationships, backed by robust moderation practices, win customer loyalty.” He describes how personal engagement, backed by transparent and effective moderation policies, builds user trust that endures over time, even in moments of crisis.

Ultimately, content moderation isn’t merely about removing problematic posts; it’s about defining your brand’s values. “Content moderation defines what communities show up, what content thrives, and what your brand stands for,” Francis explains. It’s this very definition that shapes user perception and brand loyalty. If your customers know you prioritize their safety and their values, they’re more likely to forgive and remain loyal when mistakes occur.

So, the next time you think of content moderation as a background task, remember its real impact: moderation isn’t just maintenance – it’s foundational to your brand’s identity and customer experience strategy. As Francis explains, “If you get moderation right, everything flows positively from there.”