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Meta has been busy adding more tools to help creators and brands work together on Facebook and Instagram. From branded content tags to more ways for creators to make money, they’ve really upped their game in supporting these partnerships. Many brands and creators are using these features to build better relationships and create ads that feel more genuine. But one strategy in particular is proving to be the biggest game changer.
Influencer Whitelisting.
Whitelisting is when an influencer gives a brand permission to use their social media account for ads. This means the brand can run ads under the influencer’s name, which comes with a ton of perks like:
And it’s not just the brands that benefit—creators do, too! When brands use an influencer's content to reach new audiences, the creator gets exposed to a whole new group of people who might not have found them otherwise. This extra visibility can lead to a fast-growing following.
If done right, whitelisting is a win-win. Both the brand and influencer can check out the performance of the post, giving the brand insights for future campaigns and the creator an idea of what kind of content works best. Plus, it builds trust between the two, making their ads feel more authentic.
When you think of influencer marketing, you’re probably picturing those #sponsored posts that influencers share on their own pages. You’ve likely seen these marked with “Paid partnership with [Brand]” on Instagram or “[Creator] with [Brand]” on Facebook.
Normally, brands take these influencer-created posts and repurpose them into their own paid ads. For example, as a brand, you can work with influencers who share their content on their stories, then turn that same content into brand-owned ads on Facebook. It’s a great way to add a personal touch to their marketing.
But whitelisting is a bit different. Instead of running the ad from the brand’s account, the ad is shown under the influencer’s handle. Brands can even make small changes to the post, like adding a “Shop Now” button or tweaking the text to boost performance.
Whitelisting also lets brands use “dark posts.” These are ads that don’t show up on the influencer’s page or stories—they only appear to the specific audience that the brand wants to target. This way, influencers don’t have to overload their feeds with ads, and brands can test different types of content without cluttering up the influencer’s profile.
Arguably the most coveted benefit from Whitelisting, brands can use the influencer’s audience data to target their ideal customers, not just the influencer’s followers. They can create lookalike audiences to reach people who are similar to the influencer’s fans, which helps extend their reach even more.
Finally, whitelisted ads run through Facebook Ads Manager, so brands can fully track things like clicks, impressions, and even conversions. This lets brands see how well the ads are working, hit their goals (like purchases or page views), and figure out the return on investment (ROI) of their influencer campaigns. As an agency, we hear all the time measuring Influencer ROI is unclear and difficult to measure. Whitelisting clears this up and provides a clear representation of how they’re performing.
To get started, the brand needs the influencer’s permission through Facebook Business Manager. The influencer must have a Facebook Business Manager account linked to their Facebook page or Instagram account.
From there, the brand requests to add the influencer as a Business Partner. Once the influencer accepts, the brand can start running ads through their account.
The key to successful whitelisting is working with influencers who create authentic, engaging content. Their posts should naturally blend in with people’s feeds and not feel like typical ads. That’s the sweet spot!
You’ll also want to spend some time checking out the influencer’s audience to make sure it lines up with your target demographic. This helps you accurately build lookalike audiences and connect with potential new customers.
You don’t need to reinvent the wheel when it comes to content for whitelisted ads. Start by using strategies that have worked well in the past. Chances are, the content that’s already resonating with your audience will continue to do well in whitelisted ads, too.
At Dialed, we value testing and optimizing. We have our creators produce a handful of different video styles and hooks, then test out the creatives and see what clicks. You might be surprised by the results! Here are a few ideas to test:
First, make sure your brand has an account on Facebook Business Manager, and the influencer you’re working with does, too. The influencer needs to link their Facebook or Instagram account.
Next, you’ll need to agree on a budget to pay influencers for access to their account. Including whitelisting in your influencer deals can really stretch the impact of your campaigns, lowering your customer acquisition cost (CAC) and improving your return on ad spend (ROAS).
Lastly, you’ll need to request access to the influencer’s account through Facebook Business Manager. Once the influencer accepts, you’re good to go!
If you’re looking for a seamless way to tap into Influencer Whitelisting, ask us about our Creative Campaigns. At Dialed, the majority of our campaigns includes whitelisting access as well as full Talent Management throughout the course of your campaign. As a client, you gain access to some of the top creators in your specific niche, a partner in designing successful campaigns, and a robust breakdown of each individual creator’s performance so you can scale relationships with the best creators.
Learn more by booking a call below!
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