Social media platforms have evolved to support the creator economy, as influencer marketing has grown in importance in recent years. A popular way to push creators is called an influencer whitelist. Therefore, Kolsquare explains to all marketers what they need to know in the ultimate guide to mastering the influencer whitelist in 2022.
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Facebook and Instagram have introduced numerous features that range from creating branded content tags to integrating more monetization opportunities for creators. Businesses and creators alike have used these tools to create authentic ads and build more meaningful relationships. To define the amplification of influencer content with paid media, There are three industry terms you need to know: dark posts, access to advertising, and white listing. These tactics are becoming a solution for marketers who want to get and measure the return on investment from influencer campaigns.
Dark posts are targeted ads that are in turn posts that are not published on Facebook and Instagram.. Users don't see them on their news feed and on the profiles of the handful that show the ads, so the influencers your brand works with. The strength of this not-so-secret marketing weapon is that they can be shown to a specific audience, which solves the problem of easily organic reach on social media.
Access to advertising can be used as a synonym for whitelisting, which means that you can run paid ads on your partners' accounts after getting the appropriate authorization. But let's dive into everything you need to know more in depth!
As we have just said, The white list describes the process by which an influencer grants a partner brand permission to advertise on their accounts social media, which allows brands to use the influencer's nickname for their ads.
This tactic has a number of benefits: Marketers are able to control who sees whitelisted posts and target people who don't yet follow the influencer. In addition, They can make small changes to the copy and to the creators of the influencer's post. Unlike Instagram stories that disappear in 24 hours, the visibility of whitelisted posts can be extended.
Besides these benefits for brands and marketers, whitelisting also offers opportunities for creators. Influencers are exposed to new, larger, but like-minded audiences that may have never interacted with them before, and end up rapidly developing their own audience.
Whitelisting can be a winning situation for brands as well as for the creators they work with. Valuable information and access to performance metrics make it possible to understand what type of content is resonating. Furthermore, with regard to the main objective of influencer marketing, The White List Reinforces Trust Between Brands and Creators As well as their audiences through more authentic advertising.
Brands and influencers can advertise on both Facebook and Instagram by creating a Facebook business manager account.. This only takes two minutes and is required to continue.
Initially, influencers should give brands access to content in the Facebook Business Manager. In the Facebook Business Manager, open Company Settings > Users > tap “Partners,” then tap the dropdown menu.” Add ” and select “Give a partner access to your assets”, enter the brand's Facebook Business Manager ID > press “Next”; select” Assets and permissions ” for the brand, then” Create ads”.
Now you can create ads. Use the standard ad creation flow and create custom audiences on Facebook Business Manager. Thanks to this, brands get more out of content while streamlining the creation of marketing assets.. The ability to test and modify ads is particularly useful. Start a test post to find the perfect message for your target audience.
On TikTok, the white list of influencers is also easy to set up. Here too, advertising authorization should be activated: influencers should click on “Me”, then on “Privacy” in their settings and activate advertising authorization. The influencers then choose the video they want to whitelist and go to “Ad Settings” again. In the tab, they activate the authorization of ads, press “Generate a code” and choose how long to authorize the content (seven, 30, or 60 days). Finally, through “Allow” > “Copy Code”, they can send you the link to their whitelisted video.
When It Comes to YouTube, the White List Isn't Really Necessary, because YouTube ads don't show the profile image of the channel where the video is being promoted. However, it may be a good idea for your brand to link the influencer's YouTube channel to your brand's Google Ads account. To do this, the influencer must log into their YouTube Studio account and click on “Settings”, select “Channel” and then the “Advanced Settings” tab. He selects “Link Account” and enters your brand's Google Ads ID. Your brand will receive a notification inviting them to accept the link. Once the link is approved, you can work together and create audiences on your influencer's YouTube channel.
As with any influencer marketing campaign, You need to find the right fit with your brand. It's also important that the influencers you want to partner with have a business profile, creator account, or verified Instagram account. In general, this is probably only a problem for nano or micro influencers.
Certainly, you need to plan the campaign carefully, as it takes time to execute it from start to finish. You need to contact influencers, send them products, and wait for their content. As we've already pointed out, the benefit of paid media is the longer lifespan of your content and the resulting larger audiences.
Be aware of the legal requirements of such a campaignAnd, that is, user fees that may result in additional charges. These fees, along with any other payments, should remain in The Limits of Your Budget. As developed as the influencer marketing sector is, there is no standard contract for influencers. Marketers should ensure explicit details about the level of whitelist permissions or administrator access. Understanding the contract by avoiding and resolving any confusion due to language is another practical tip.
Of course, you should also measure the organic component of the campaign in addition to the paid advertising parameters. So, every paid ad should be overseen by an ad or influencer marketing manager to track and measure impressions and clicks, as well as cart additions and conversions. In shorts, Calculate your ROI With the Greatest Care.
Guide influencers you want to work with through the ad approval process if they haven't done so before. Clearly communicate what you want and expect, but allow them creative freedom. Tip: Clickable hashtags reduce traffic to your brand's website, so remove them from your dark post ads. Overall, the influencer whitelist is an effective and powerful tool for growing your business.
Kolsquare is Europe’s leading Influencer Marketing platform, a data-driven solution that allows brands to scale their KOL Marketing strategies and implement authentic partnerships with KOLs (Key Opinion Leaders). Kolsquare’s technology enables marketing professionals to easily identify the best Content Creators profiles by filtering their content and audience, and to build and manage their campaigns from A to Z, including measuring results and benchmarking performance against competitors. Kolsquare has built the largest community of influencer marketing experts in the world, and offers hundreds of customers (Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, El Corte Inglés, Lacoste, …) the latest Big Data, AI and Machine Learning technologies to drive inspiring partnerships, tapping into an exhaustive network covering 100% of KOLs with more than 5,000 followers in 180 countries on Instagram, TikTok, Twitter, Facebook and YouTube. As a Benefit Company, Kolsquare has been pioneering Responsible Influence by championing transparency, ethical practices, and meaningful collaborations to inspire change.
