Put a minus sign directly in front of a term. In the Keywords filter, -yoga hides creators whose name, bio, hashtags or mentions contain "yoga" — for example fitness, -yoga finds fitness creators without yoga content. In the Brand Mentions filter, -adidas (or -@adidas) hides creators who mentioned that brand in their content.
The counterpart is the + prefix: +fitness makes a term required, so every result must match it. Excluded terms are shown as separate chips in the filter so you can remove them individually. Exclusions apply to the whole search and stay active until you delete the chip or reset the search.
You can also express exclusions in the smart text bar (AI search), either in plain words (for example fitness creators from Germany without yoga content) or with the same minus prefix (-yoga, -@brandname). The AI translates them into the excluded terms of the Keywords and Brand Mentions filters. Since the AI interprets your prompt, check the resulting filter chips and remove or add terms there if needed. In the dedicated Content search, which returns content pieces instead of creators, a leading minus in the keyword filter hides content pieces containing that term as well.