In influencer marketing, whitelisting and collaborative posts are powerful tools that enhance content reach and foster deeper brand-influencer partnerships.
Whitelisting: Definition and Benefits
Whitelisting allows a brand to run ads through an influencer’s Instagram account. Once permission is granted, the brand can promote the influencer’s posts by boosting them and creating targeted ads that seem to come directly from the influencer’s profile.
Benefits for Brands:
- Extended Reach: Brands can target audiences beyond the influencer's followers, significantly increasing the content’s visibility.
- Advanced Targeting: Brands can use Instagram’s ad tools to retarget or create custom audiences, boosting the ad's effectiveness.
Benefits for Influencers:
- Increased Visibility: Influencers’ content reaches new audiences, potentially growing their follower base.
- Controlled Access: Influencers maintain control over their account and can approve the specific content being promoted.
Steps for Influencers to Grant Whitelisting Access:
- Navigate to Instagram Settings: Go to your account's settings by clicking on the three lines in the top-right corner, then tap "Settings."
- Select ‘Account’ and ‘Branded Content’: Under "Account," select "Branded Content" and enable "Allow Business Partners to Promote."
- Accept Brand’s Request: When the brand sends a request for whitelisting, review the content they want to promote and accept the request.
Collaborative Posts: Definition and Benefits
Collaborative posts allow an influencer and a brand to co-author a single post. Once the collaboration is accepted, the post appears on both the influencer’s and the brand’s profiles, sharing likes, comments, and engagement metrics.
Benefits for Brands:
- Shared Engagement: The post is shared with both the influencer’s and brand’s followers, combining their reach and boosting engagement.
- Authentic Connection: Collaborative posts feel natural and authentic, which fosters trust and engagement with the audience.
Benefits for Influencers:
- Mutual Exposure: The post is shared across both profiles, allowing influencers to gain visibility from the brand’s audience as well.
- Equal Credit: Influencers share the engagement metrics (likes, comments, etc.) equally with the brand, enhancing the visibility of their content.
Steps for Influencers to Create a Collaborative Post:
- Create the Post or Reel: Start by creating the content (photo, video, or reel) that you want to share with the brand.
- Invite the Brand as a Collaborator: After adding your caption, tap on "Tag People," then select “Invite Collaborator.” Search for the brand’s Instagram handle and invite them.
- Post Once the Brand Accepts: Once the brand accepts the collaboration invite, the post will appear on both your profile and the brand’s, sharing engagement metrics.
Key Differences Between Whitelisting and Collaborative Posts
- Whitelisting gives brands access to promote content through ads, allowing for paid reach beyond the influencer's organic audience.
- Collaborative posts are shared organically between the influencer and brand, combining engagement and visibility in a more authentic way.
- Whitelisting focuses on extending reach through targeted ads, while collaborative posts highlight mutual engagement and shared content exposure.
For influencers, both methods offer excellent opportunities to expand their reach, increase engagement, and build stronger relationships with brands. By granting permission for each, they can unlock the full potential of their content and partnership.