In this lesson you will learn:

  • Best practices for whitelisting with #paid

  • Important things to consider when whitelisting content through a creator's handle with #paid

1. Make sure the creative from the creator collaboration is suitable for an ad.

When leveraging the creator content, you want to make sure that the assets from the program are optimal for testing through whitelisting. Make sure you brief creators on each content format, and ensure that it will comply with the placement you choose. 

📍For example, Instagram stories are a great, but when a creator makes 3 frames of a story that roll over into one 45 second clip - it's likely you'll see lots of drop off, and lower conversions than an Instagram story with one 15-second short and snappy frame.

Carousels are great too! Leverage carousels and have creators post the most natural shot to their organic feed first, and a more product focused shot second. In leveraging the carousel format the consumer organically see's both images, but through whitelisting you now have two unique creative assets to test. 

2. Always review copy / captions

  • Shortening the caption slightly is okay, but if you change the wording or the tone, please ensure to run it by the creator first. You can simply send it over to them via Inbox.

  • Make sure to remove #ad or #sponsored. It's important to have legal disclosure on an organic post, but a Facebook ads in with the creator's handle will automatically appear as 'Sponsored'

  • Make sure your brand name / handle is tagged properly in the caption. ensure any '@' symbols arent appearing in Facebook placement ad copy, and that the brand is tagged successfully. 

3. Optimizations at the Ad Set Level


  • Ensure that you are placing ads on both IG & FB to test optimally. #paid recommends splitting placement per ad-set to make performance-based optimizations easier. 

  • Chose natural places to show your ads including feeds, stories and explore. Creator ads are likely to perform better with a natural placement opposed to right column on marketplace placement.


  • By licensing #paid creators, you're able to create custom audiences from the engagers of their FB page or IG account. This is a great way to discover new audiences or use their engagers as a source for Look-A-Likes and layering audiences.

4. Customizations at the Ad Level

Make sure to include a website URL and call to action so the consumer can click out directly to your desired page. You can use a trackable code for this URL just like you did with the organic content. 

When tracking, make sure you're capturing events by turning the Facebook Pixel ON. 

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