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What is Meta Whitelisting (Creator Licensing)?
What is Meta Whitelisting (Creator Licensing)?

Practical Guide for Creator Licensing on Facebook and Instagram

Justina avatar
Written by Justina
Updated over a week ago

Whitelisting is a process of creators granting brand partners advertising permissions to their social media accounts.

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.

  • Whitelisted ads appear to the audience as content coming from the creator, rather than directly from the brand.

  • 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:

  1. 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.

  2. Targeted Audience Reach: Brands can control who sees the creator's whitelisted posts, and they can even target these posts to people who don't follow the creator. This ensures their content reaches the right audience for maximum impact.

  3. Customisable Content: Brands have the flexibility to make small edits to the creator's content. This customization allows them to align the content with their brand messaging while maintaining the creator's authenticity.

Whitelisting advantages for Creators:

  1. Higher payouts: creators get paid not only for the content they create but also for granting brands access to their social media accounts.

  2. 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.

  3. 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.

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