How does using follower look-alike targeting affect a campaign's overall brand safety?

Using follower look-alike targeting can indirectly affect a campaign's overall brand safety by expanding the reach of your ads to users whose online behavior and affiliations may not perfectly align with your brand's values and standards. 'Follower look-alike targeting' means targeting users who are similar to the followers of a specific account. While X's algorithm attempts to identify users with similar interests and demographics, it cannot guarantee that these users will share the same values or exhibit the same online behavior as the seed audience. This can increase the risk of your ads being shown alongside inappropriate content or to users who are associated with controversial topics. For example, if the seed audience follows some accounts that promote harmful content (even if the majority are safe), the look-alike audience may also include users who engage with such content. To mitigate this risk, it's crucial to carefully vet the seed audience, continuously monitor ad placements, and utilize X's brand safety tools to block problematic keywords and accounts.