Amplifying influencers’ content is something brands have come to understand the many perks of in the past few years. Influencer whitelisting, as it is called, allows your brand to combine the best of two worlds: authentic influencer-created content and paid social media ads. 

But what does it actually mean in practice? Well, whitelisting is a process in which the content owners are granting advertising permission to brands. More specifically, when the influencer or creator are accepting this permission, they are ultimately giving the brand access to their Instagram account and Facebook page, allowing them to use their content in paid aids through the influencers’ own accounts.

Whitelisting through Instagram’s Branded Content Function is probably the easiest way of doing it. However, it does not allow the brand to do any edits. The other way is doing it manually through Facebook Business Manager. Although it may be a slightly more complex and time-consuming process, the possibilities are a lot bigger. Choosing to do your influencer whitelisting manually through Facebook Business Manager really gives you full control over the optimization of both content and influencer audience targeting, which as a result will give you a higher chance of getting a much higher ROI. 

Regardless of which of the two tools you choose to work with, there are a lot of benefits with influencer whitelisting overall. Here are a few: 

Influencer ad > brand ad: Since the ad will come from the influencer’s account, and not the brand’s, it won’t come off as your typical ad. You will still get that authentic and personal feeling that comes with getting a recommendation from a person rather than a brand, but with the possibility of reaching a much wider audience.

Reaching a wider, like-minded audience: You have chosen to work with a certain influencer for a reason and if you are a savvy marketer, one main reason for that recruitment is their target audience. Imagine the possibility of reaching a much bigger but still similar audience group – that’s where influencer whitelisting comes in. If done right, this could also benefit the influencer as it can drive new accounts to discover and follow their page.

The ability to dark post: Dark posting means that you publish targeted ads on Instagram or Facebook without having them appear on the influencer’s own account. This means that your influencer can create content that suits very well for paid ads in particular. Something that is rarely synonymous with creating organic content. 

Last but not least, if you want to elevate your influencer marketing campaigns beyond the organic results – try influencer whitelisting! Don’t be afraid to test and see what works for you. The worst thing that could happen is that you spend some money and “only” end up with a few learnings.

If you want help on how to get started, we’re here for you!