When it comes to social media marketing, influencer partnerships are the name of the game at the moment. Authentic and original content is what brings people to social media in the first place, so businesses that don’t want to be left behind their competition have to take their relationships with popular creators on social media very seriously. But influencer marketing keeps evolving as brands expand their social media marketing strategies which, in turn, encourages large social media platforms to try out new things that facilitate the partnerships between creators and advertisers. Whitelisting feature is one of those innovations that can make a real difference in how brands collaborate with influencers on Instagram.
In a nutshell, whitelisting gives influencers the so-called advertising access, an ability to transfer the access to their content to their brand partner to run paid ads with their handle still attached to them. It’s a win-win feature that allows businesses to amplify and use the content to target a specific audience while simultaneously increasing the influencer’s reach, giving them a chance to attract new followers.
Businesses can strategically amplify content with the Instagram whitelisting feature
The feature allows advertisers to have better control over their influencer marketing campaigns. When an influencer whitelists a post, their brand partner can start promoting the content to target a specific audience, reaching the users outside of the influencer’s or brand’s organic following. This opens up numerous possibilities for increasing brand awareness and fine-tuning the marketing strategy for specific segments.
Posts whitelisted on Instagram do not have to appear in an influencer’s own feed
Dark posting is another example of an efficient optimization tool that’s made possible by whitelisting. These posts retain influencer’s handle but do not appear on their regular feed. Instead, they can be amplified as branded ads and sponsored content, bringing together the best of both worlds: authentic influencer content and incredible amplification capabilities of the platform. You can target the audience you want without diluting your partner’s organic feed and at the same time get all the metrics you need to measure the ad’s success and calculate ROI, while your partner can keep producing excellent content for you and avoid creating additional ad-fatigue for his organic followers.
Brands can edit the way Instagram whitelisted content appears on the app
Yes, that’s right: as a brand, you can tweak and edit the whitelisted content to make it appear exactly the way you want it to. Brands can tailor captions and images or even add a call to action button. Naturally, if you value your relationship and want to be known as a collaborative partner, you should reach out to the influencer to request their approval before you publish – don’t forget, that it’s their name that’s going to be attached to the post after all!
Whitelisting can breathe a new life in an old post
Organic content on Instagram has a tendency to expire quickly. Instagram Stories are visible only for 24 hours before they’re gone from the feed. On the bright side, this fuels the creativity as a constant need to produce and publish new content is created. But every now and then, you might get an especially successful branded Story that you just don’t want to let go. Whitelisting feature allows brands to extend the life of a post or a Story by promoting it. Boost them and they’ll keep on living on the feeds of your target audience.
New audiences can be unlocked with whitelisting.
Another important advantage of whitelisting is the flexibility it gives you to explore new audiences. Because of how much control you have over your whitelisted ads, you can continuously tinker with them and test them against your previously published ads, targeting your already existing audience and observing what works best. But you can also target the influencer’s audience and segment your ad sets even further. Not only this will allow you to drive their followers into your marketing funnel and increase both awareness and conversions, but based on the success of your ads in that segment you can use that audience as the source to create a lookalike audience, giving you a better understanding of what like-minded users you can reach out to with the same ads.
Whitelisting can spice things up for you creatively.
With so many things competing for our online “eyeballs” on social media at the same time, drawing the audience’s attention to your ads can turn into a real challenge. However, whitelisting can help you to avoid such a major roadblock as ad fatigue and attract new conversions through the sheer power of creativity. It is always cited as one of the main reasons to engage in influencer marketing in the first place, and when it comes to whitelisted ads, it can be a deciding factor that makes or breaks your campaign. And the fact that so many influencers offer such a variety of creative options means that by whitelisting different influencer content you can ensure that your ads will never grow bland and boring.
How to whitelist on Instagram and tackle the possible challenges?
Influencers can start whitelisting branded content in just a few steps (you might find yourself in a position where you’ll need to instruct your partners on how to do it):
- Create a Business Manager account on Facebook.
- Go to People and Assets section in the Business Manager.
- Click on Business Manager Settings => Instagram => Instagram Accounts.
- Click on Claim New Instagram Account; sign in with your Instagram login and password.
- Choose Assign a Partner and then add a Business ID number of the brand partner.
It’s easy to get started with whitelisting, but it’s also necessary to keep in mind some of the challenges a brand might face when they start implementing it.
Finding the right influencers
It all starts with identifying the right talent for your campaign. The first step is, perhaps, the most challenging one as you need to find influencers who are reliable, creative, likely to match your brand identity, and fitting for the goal of your campaign.
While you can do it manually, Insense offers a time-saving and efficient solution to discovering influencers and content creators by providing access to a marketplace of over 35,000 proved and experienced candidates. You can easily find exactly the influencers you are looking for using a system of filters, categories, and thematic hashtags. And all the communication can be run through Insense as well – the platform has an in-built chat that allows advertisers to keep in touch and exchange feedback with all their creators all in the same place.
Getting on the same page
Clarity and transparency are extremely important for a collaboration to truly blossom, so after you’ve identified your partners make sure to walk them through the process of whitelisting and your brand’s vision of it. The exact details will vary from influencer to influencer as it depends whether they have a business manager, if the account is a business or creator profile, and whether the permissions are granted through Instagram or Facebook page. The negotiations over the contract language might take a while, but it’s necessary to be precise to avoid possible conflicts in the future. What can be used where? What can or can’t be edited? Can the wording be changed? Or words added or deleted? There’re dozens of questions that have to be figured out beforehand.
Fortunately, this is another area where Insense can step in and save you some time and resources by eliminating the need to negotiate each contract individually. Moreover, Insense is fully integrated with Facebook Ads Manager and has a whitelisting feature as well, allowing you to run a whole campaign from the platform without any extra hassle.
Even the most original authentic content can lose its appeal if it’s being used and reused as a traditional ad, targeting the same audience over and over again. Oversaturation and ad-fatigue can backfire and damage the reputation both of your brand and your influencer partner. Balance the old content with the new, experiment with different approaches and different types of content, and monitor your metrics to see what works best.
The future of whitelisting
It seems clear that whitelisting opens a new chapter in influencer marketing and, as more and more businesses adopt it, the practice is here to stay. It has an overall positive effect on brand awareness, exposure, and allows businesses to assert better control over their social media marketing campaigns while keeping the light touch of authentic influencer content. The prospect of lengthy contract negotiations over the details may seem daunting, but with the guidance and support that Insense provides for businesses and advertisers, you’ll be able to get started with whitelisting right away and see the benefits for yourself.