Mini-sode: What is Whitelisting?

On today’s mini-sode, we’ll be defining what is whitelisting and we’ll be sharing our opinions about whitelisting for content creators and brands.

Definition: Whitelisting means an influencer grants a brand partner advertising permission to your Facebook Page or Instagram account.

Brands can create and pay for Facebook and Instagram ads that run from the Instagram’s handle.

Why would brands want to whitelisting influencer content?

·      Whitelisting allows brands further influencer content. Instead of an influencer’s post being seen on the feed just 24-48 hours, a brand can put paid dollars behind that photo, video, or story to be seen past when the piece of content goes live.

·      Brands can target the post to people who don’t even follow the influencer. 

·      Brands can also make minor edits to the influencer’s post – so adjusting the copy (or caption) for example is something a brand can choose to do.

·      Brands can use the influencer’s authentic voice – to further connect with potential audiences or customers.

Why would influencers be open to whitelisting?

·      You can charge more. You can increase your base rate if the brand asks you for one month, 3 months, 6 months, or more to whitelisting your content. In our previous podcast episode about the Collectively report, about 50% of marketers spend less than $10,000 per month to amplify content. 

·      You may benefit from extended reach. Since whitelisting helps brands tap into wider audiences, your account may show up on other people’s newsfeeds who aren’t following you. 

·      You develop relationships with the brand/team. Think about it, a brand team thinks your face, your personality, your brand can represent their brand and business. That’s huge. A brand sees you as more than someone who can post a photo. A brand knows you can deliver high quality content that can be used for ads.

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