Influencer whitelisting is the process where influencers and creators grant advertising permission to brands or partners to use their content. This newfound permission opens doors to new media and acquisition channels.
The process is beneficial to both parties as it allows brands to work with influencers who were successful in the compelling content they create.
Alright, here's an example
Let’s say your brand consistently works with 5 dog mom influencers week over week. You pay each influencer the same amount per post. One of the five influencers consistently generates 5x the sales from their post over the other four creators. Your business notices these trends but is unsure what to do with their content. The answer: try whitelisting this influencer.
What would this mean for your brand? It would mean granted access to this influencer’s channels, whether that be Instagram, Facebook, TikTok. You name it - you have permission to now optimize paid media behind that influencer’s content.
So then your brand would have the ability to take that post, that organically generated 5x the sales than the other influencers’ posts, and leverage it across all of your target audiences. Ultimately, the influencers are doing the testing- all organically - in advance of you pouring more ad spend into your budget. Essentially, you and your company are no longer shooting in the dark because of the success the post had prior to you all running traffic to it. You’re simply amplifying what already had proof of concept.
You all reap the benefits of a post that organically got a ton of traffic and conversions, and can now use it for your own good on your own socials. The influencer benefits because they’re now getting extended reach, that they otherwise would not have gotten. New eyes are now on the post and in turn, their audience is expanding.
What’s also beneficial to both parties is that these posts do not reappear on the influencer’s platform. The reason for this is because they are “dark posts.” A dark post is a paid social media ad that does not show up on the influencer’s feed, but does appear as an advertisement to the people you are specifically targeting.
Since the posts are not required to be on the influencer’s feed, these dark posts increase the content’s shelf life and the account’s reach.
Why should you whitelist influencers in 2022?
Growing pet brands are leaning into influencer whitelisting in 2022. It is a great way to increase the return on investment for your influencer content. By gaining access to use influencer identities for paid ads, you're able to create an authentic experience for potential customers and track the performance of the influencer content across your platforms.
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