Ads & Traffic

Whitelisting

A creator gives a brand permission to run ads from the creator's own handle. The ad shows the creator's name and profile — more trust, higher CTR.

Whitelisting is when a creator gives a brand permission to run paid ads from the creator's own social handle. The brand pays for the reach, but the ad displays the creator's profile picture, username, and handle — which looks more authentic in-feed and typically earns 20-50% higher CTR than running the same creative from the brand's handle.

On Meta, whitelisting is done via Partnership Ads (previously Branded Content Ads). On TikTok, it's Spark Ads. On Instagram, it's Partnership Ads as well.

Whitelisting is standard in influencer deals at scale. Paying a creator for a single organic post is one-shot; paying for a post plus 60 days of whitelisted paid rights is an asset you can actually test, optimize, and scale.

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