Until a year or two ago, all our ads were run under the Brand FB page and IG handle. That’s how most of the brands are still running their ads. But there’s a better way to run your Facebook ads. At this point, over 80% of our internal brand ads and 20-50% of clients' ads are

And there’s a reason brands want to run whitelisting ads. And the reasons are that WL ads often have: Lower CPM, Higher CTR, better ROAS and they help you reach new customers and a new audience.

But, don't mix it with "Partnership" ads FB reps are pushing. We don’t use Partnership as an ad type, because all influencers we collaborate with have a dedicated discount code for their followers so it makes no sense for us to promote that post, as we would end up paying twice

That’s why we get access to the influencer’s page. That way, we can: 1) Leverage their followers, and 2) Use our copy, which is a more direct response than their usual caption but still aligned with the influencer’s tone of voice.

The advantage of this approach is that the ad wouldn’t show on an influencer's feed, which keeps their profile looking native. And that’s usually something influencers are worried about - that it doesn’t look like their profile is just 1 product or brand - then people see

In the backend, it’s even better for us because we can test multiple variations of the same creative. This unlocks so many opportunities, both for influencers, because they often agree to this type of collaboration, because we are putting ad spend behind their profile, which

And on our side, it works like a charm, because we are showing our product in the video from the creator/influencer, under their handle, and often running ads to their audience, because you can create an audience of people who engaged with their profile, which can amplify your

As I mentioned, we are collaborating with over 50 influencers at the same time, which creates a sense that "everybody is using the product". It appears that way because when you are running ads under multiple pages, they can all be seen within 1 session, compared to when you run

But let’s get into the exact processes we are using. To find the influencers & creators, you can either use Insense, which supports content production & gives you access to the creators via partnership access.

That streamlines the whole process, as there’s no hassle. I suggest this to all brands that want to start with whitelisting as soon as possible. Because, believe me, doing it manually is painful. But, imo, it’s totally worth it.

We internally have 4 people working on just influencer marketing. But our influencer program is not just pay per post - it’s fueling 80% of our content for the ads. That’s why our internal team is reaching out to influencers, trying to secure both usage rights and whitelisting

At this point, the process is streamlined as we know what type of influencer and creators we are looking for because we have the data from the previous collaborations. And the team is either going manually through Instagram and YouTube to find a perfect match, or they use Saral

Before I dive in the next steps, I would like to mention there are 3 types of influencers & creators we work with, but the goal from all of them is to get whitelisting access.

Type no. 1 is creators from gifting, or nowadays popularly known as seeding. Here we leveraged the agencies, because the goal is to get the word out. You are playing the volume game, not on quality game. I think last year we sent over 6 thousand packages - no strings attached

We then leverage the Archive Shopify app, which gathers every single content piece published from creators who tag you. Our junior creative strategist goes through that content to see if there’s some suitable content that could be used as an ad.

We then reach out to these creators, asking for ad rights. These are creators with not-so-big followings, so you don’t end up paying a lot. And the content definitely helps with the creative diversification in the ad account.

Type no.2 is creators or affiliates that work on an affiliate basis - or in other words, they are paid on commission. We have a tiered system, where, based on the volume of sales they are getting, they can get up to 30% of commission. For this, we use Social Snowball, which

Now, some people might say - but 30% is high. But is it really? In theory, it’s a ROAS of 3, and I’m super happy with a ROAS of 3 in the FB ad account, so why wouldn't I be fine with paying 30% commission?

These creators are incentivized by money. You would be surprised what people are doing - we have some creators going live every week, because they earn more every time they go live on YT or TT.

Type no.3 is where the magic happens. These are people who are proven creators, authorities in their space, to whom we initially reach out for pay per post, mostly on YT or IG, but then we negotiate whitelisting access right away and secure the ad rights.

Last year, we paid over 500k in fees for pay-per-post & whitelisting access, and we earned more than 1.2 M. That doesn’t sound like a great result, right - it’s just ROI slightly over 2. But when I tell you that last year...

...I spent an additional 2.5M while running the whitelisting ads with content they created under their pages - that changes the perspective. To simplify it to you, I’m willing to lose a bit of money on the frontend from paying per post (although that’s still debatable due to the

And I know they are more effective than when they are running through the brand page. A few times, I launched the ads under the brand page while I was waiting for access to their page, and performance wasn’t great.

After I got access, I launched the same ad under the influencer page, and boom - performance improved. It also happened the other way around - when I had to turn off an ad when whitelisting access expired, and I launched them under the brand page, and performance wasn’t anywhere

Now that we touched base on the access, let’s cover it in more detail. Initially, we were providing our BM ID to the influencer, who would then need to go in their Business Manager, add us as a partner, and provide “manage” level of access to their page.

But influencers don’t know their way around BM, and would often be confused, or share their ad account, not page etc. That’s why we started using the tool Leadsie It allows you to predetermine all the steps and levels of access...

...from your side, and send the link to the influencer, who then just need to accept, and the access would automatically be provided to you, and the person who you predetermine to have the access, which is usually media buyer.

While the access is getting sorted, the influencer either sends a link to the posted video or a raw file to our influencer team, which gets passed to the creative strategist.

She then assigns a task to the video editor and gives instructions on what to cut, speed up, add captions, which sequence to add as a hook, and at the end, we have 3-4 variations ready to go live.

By then, the influencer had already approved the ad copy that would go live with the video. I schedule it in my ABO testing, where each new video from one influencer = new ad set with those multiple variations. As always, my goal it find at least 1 variation that would get most