What is Whitelisting?
For most collaborations on #paid, whitelisting is a required component. In fact, 80% of campaigns on #paid whitelist creator content. But, what is whitelisting? In a nutshell, whitelisting is when brands put their own media dollars behind your content in order to boost it to a wider audience beyond your following.
What is a Whitelisted Ad?
Whitelisted ads are better performing paid-social ads that leverage the creator's likeness (ie. your @handle) and content created from the organic portion of a campaign. For example, a brand might use your photo and handle to create an Instagram ad; the brand creates and pays for the ad but distributes it to a wider audience.
How does it work?
Consumers see a message from a creator—who they trust—rather than a brand. This is a fundamental shift in the perception of paid social ads. Whitelisted ads can be run on both Facebook & Instagram through the creator's handle. These ads can be placed on news feeds, explore pages, stories, and more.
ℹ️ Note: Whitelisting is different than "boosting" or "promoting" your own content.
Boosting and promoting uses the creator's own organic post rather than creating an ad from scratch. Whitelisted ads look like something you (the creator) posted yourself for any users scrolling through Instagram and Facebook. But, they wouldn't actually see the ad or content on your page.
For creators, this is great because the content is boosted from your handle, thus introducing you to new folks and followers.
For Brands, it's great because they are able to reach wider audiences and effectively convey their message using custom creator content.