Meta Whitelisting, also referred to as Creator Licensing, enables brands to run ads using the social media handles of creators they partner with.
How is a whitelisted ad different from a brand-owned ad?
Whitelisted Ad:
In a whitelisted ad, content creator grants advertising permissions to a brand partner. The brand partner is allowed to use creator's handle to promote the content.
The content for the ad is created by the content creator, ensuring that it aligns with their unique style and authenticity.
The brand has control over who sees the ad and can target it to specific audiences.
Below are some examples of whitelisted ads. 👇
Brand-Owned Ad:
A brand-owned ad is created and managed entirely by the brand itself. The brand develops the content, including copy, creatives, and messaging.
The ad is posted on the brand's official social media accounts or advertising platforms, clearly identifying it as content from the brand.
The brand has full control over the ad's content, targeting, and distribution, without relying on creator's handle or account.
Below are some examples of brand-owned ads. 👇
Whitelisting advantages for Brands
Credibility: As a brand, you are able to run ads from your brand’s ad account using the creator’s handle. The message is far more appealing and credible to the audience when it doesn't come directly from the brand.
Access to Targeted Audiences: Brands can leverage the creator’s audience to target specific groups of people who are likely to be interested in their products or services. This ensures the content reaches the right audience, expanding the brand's reach beyond its own followers.
Increased Engagement: Ads that feature a creator tend to generate more engagement due to the creator's influence and connection with their followers. This can lead to higher levels of interaction, more likes, shares, and comments, and ultimately better ad performance.
Whitelisting advantages for Creators
Higher payouts: creators get paid not only for the content they create but also for granting brands access to their social media accounts.
Wider Exposure: As brands use the creator's content to reach wider, like-minded audiences, the creator's visibility expands. They get exposure to new audiences who may not have interacted with their account before, opening up growth opportunities.
Feed remains free from whitelisted ads: whitelisted posts are excluded from the creator's feed.
How do brands whitelist creators on Meta?
1. Get whitelisting permissions:
Brands need whitelisting permissions from creators through Meta Business Manager.
2. Creator Facebook and Instagram accounts:
Creators ensure that their Business Manager account is linked to their Facebook page or Instagram handle.
3. Request to add the creator as a business partner:
Brands use their Business Manager, to request to add the creator as a Business Partner. This step initiates the process of gaining access to their account for ad placement.
4. Creator accepts partnership request:
Once the creator accepts your request, you'll gain access to use their Facebook page or Instagram account for your whitelisted ads.
5. Launch Partnership ads through Meta Ad Account:
Brand customises ad elements, and monitors performance via Facebook Business Manager.