Influencer Whitelisting: Why and How to Run Ads Through Creator Accounts

Influencer Whitelisting Ads: The Performance Marketer’s Guide

Influencer whitelisting lets you tap directly into a creator’s social account — using their handle, content, and audience to run high-impact ads. You get the credibility of their voice, with full control over targeting, creative, copy, budget, and optimisation.

It works so well because people trust influencers – the voices they’ve chosen to follow – far more than they trust brands. In fact, 36% of marketers say influencer-generated content performs better than branded posts. And when done right, influencer whitelisting can cut your cost per acquisition (CTA) by up to 40%, according to campaigns run by Your Glow Up Agency.

In this guide, we’ll break down exactly how it works, which ad formats to use, and how to turn whitelisted ads into serious performance drivers.

What is Influencer Whitelisting?

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Influencer whitelisting – also known as creator licensing or allowlisting – permits brands to run paid ads through a creator’s social media handle. Instead of posting from their own page, the brand runs ads under the influencer’s account. Simply put: it might be the influencer’s handle, but it’s the brand pressing publish.

The influencer brings the creative spark, but the brand controls everything else – targeting, budget, delivery, and performance. It’s a powerful way to tap into high-intent audiences using the trust and tone of a creator’s voice.

Before anything goes live, ensure your creator understands your brand, product, and goals. That way, the content feels natural to their audience, but still hits your message. It’s also smart to agree on clear guidelines upfront, including legal or platform disclosure rules.

What Whitelisting Is Not

Not all influencer promotions count as whitelisting – and it’s easy to confuse them.

It’s also not whitelisting if you:

Repost their content on your brand’s social pages
Use their video in an ad that runs from your own account
Pay for usage rights, but don’t get backend ad access to their account

The key difference is control. With true whitelisting, the brand is running the ads from the influencer’s handle – using ad permissions granted through platforms like Meta Business Manager, where you control everything and gain full access to performance data.

If you don’t have backend access? It’s not whitelisting – it’s just a paid partnership.

Types of Whitelisting in Social Media (and When to Use Them)

There are a few different ways to run whitelisted ads. However, the right choice depends on how much control you need and how much access the influencer will give.

Each option offers a different level of creative control, targeting precision, and data access. Here’s how they compare:

1. Boosted Branded Content

This is the simplest – and most limited – form of influencer whitelisting. It happens when an influencer creates an organic post and grants your brand permission (via Meta’s Branded Content tools) to promote it.

You don’t create the content or publish the post – the influencer does. But with advertiser permissions, you can “boost” it using your own ad account, extending its reach to new audiences.

Control level: Low
Creative flexibility: None, as content stays exactly as posted
Best for: Quick exposure with minimal setup
Limitation: Limited performance data, no A/B testing, and no ability to edit creative or build lookalikes

Pro Tip: A good entry point if you're new to influencer ads. Just make sure you’re granted official boosting permissions, otherwise, it’s not whitelisting.

2. Partnership Ads

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Source: @kiarablanchette

This format uses Meta’s Branded Content Tool. The influencer tags your brand and gives you advertiser access through Meta Business Manager, letting you run the post as an ad.

You can’t edit the original post, but you can create variations using different headlines, CTAs, and primary text in Ads Manager. That gives you room to test messaging while still using the creator’s content.

Control level: Medium
Creative flexibility: Moderate – you can tweak copy, but not change visuals
Best for: When you want ad control without creating new assets
Limitation: You’re still locked into the influencer’s creative – no new visuals, layouts, or video edits

Pro Tip: Let the influencer know how their content will be used. Even if you’re not editing it, transparency helps build trust.

3. Dark Posting

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Dark posts are ads that run under the influencer’s handle but don’t appear on their public feed. They’re only shown to audiences you specifically target — just like regular paid ads.

The brand creates and manages the ad through its own ad account, using advertising permissions granted by the influencer. You choose the copy, visuals, format, and targeting. The influencer can appear in the creative, but they don’t have to — you're in full control.

Control level: High
Creative flexibility: High – you control everything from visuals to messaging
Best for: A/B testing, retargeting, scaling performance
Limitation: The influencer’s existing followers won’t see the ad unless they fall into your targeting

Pro Tip: Use dark posts to test bold creative angles in a low-risk setting. Once you find a winner, scale it to broader audiences.

4. Allowlisting (Full Account Access)

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Allowlisting gives the brand the highest level of control. The influencer grants full advertising access to their social account, typically via Meta Business Manager, or the TikTok Business Center.

This setup allows the brand to run ads directly from the influencer’s handle, create entirely new creatives, and access deeper performance insights. It's usually used for long-term partnerships or ambassador roles where trust is already established.

Control level: Highest
Creative flexibility: Highest – create and manage ads freely using the influencer’s profile
Best for: Brand ambassador programs, always-on campaigns, multi-launch strategies
Limitation: Requires a high level of trust and clear boundaries between both parties

Pro Tip: Ideal for brands working with the same creator across multiple campaigns. You get complete creative freedom without needing to involve the influencer in every execution.

Why Whitelisting in Social Media Works for Brands

Whitelisting lets brands run paid ads from an influencer’s handle. You get the benefit of their trust and credibility, while still keeping control over targeting, spend, and performance. It’s a way to make influencer content work harder — and reach further.

Lower CPA, Higher ROAS

Whitelisting is often more cost-effective than running ads from your brand account. You pay the influencer to create the content, but you control the media budget — deciding how much to spend and who to show it to.

Because the ad comes from someone the audience already knows, it usually feels more genuine. That leads to stronger engagement, better conversion rates, and in many cases, lower cost per acquisition. Some brands see up to 40% lower CPA compared to traditional branded ads.

Full-Funnel Visibility

With whitelisting, you don’t need to chase down screenshots or wait for the influencer to send performance reports. Once your ad goes live, you'll see every metric across the board, such as clicks, conversions, revenue, directly in your own ad account.

This gives you a clearer picture of which ads are working and which creators are actually driving results. You can scale the top performers and stop wasting money on those who aren’t moving the needle.

Access to New Audiences

Influencers are content creators with highly engaged communities. Whitelisting lets you connect with those audiences in a more direct, targeted way.

You can also use their followers to create lookalike audiences or reach segments you might not access through your brand alone.

Longer Content Shelf Life

Most influencer posts have a quick burst of engagement, then they disappear in the feed. This short life-span isn't enough to generate long-term benefits for your brand.

Whitelisting changes that. If a post performs well, you can turn it into an ad, increasing its reach and giving it a longer shelf life. It’s a simple way to extend the value of your influencer content and keep results coming in long after the original post goes live.

Why Whitelisting Also Works for Content Creators

It’s easy to focus on what brands get from whitelisting, but creators benefit a great deal too. Here’s what’s in it for them:

More reach, less effort

With the brand footing the bill for promotion, creators get to reach a bigger audience without doing much extra. No need to boost their own posts — the brand handles it.

Higher earnings per campaign

Whitelisting access is worth more than a one-off shoutout. Creators can charge higher fees for letting brands run paid ads through their handle, especially when it's a long-term or full-access setup.

Audience growth

Whitelisted ads don’t just drive sales, but also drive new followers. When a campaign’s done right, the influencer picks up extra visibility and grows their community along the way.

Creative freedom

Since the brand handles the ad delivery, creators aren’t stuck managing timelines, captions, or analytics. They simply focus on creating amazing content that actually resonates.

Professional credibility

If a whitelisted campaign performs well, it reflects well on the creator. Smart brands notice this, which can open new doors for future collabs, bigger deals, and more serious partnerships.

Like brands, creators win too. And when they see that, they’re more likely to say yes, stay engaged, and help you get the best possible results.

How to Set Up Influencer Whitelisting on Facebook and Instagram

Setting up whitelisting on Facebook and Instagram isn’t something you do solo — it requires a bit of collaboration with the influencer. You’ll need to send them your Business Manager ID, and they’ll need to grant you the right permissions through Meta’s backend.

1. Create a Meta Business Manager Account (if you haven’t already)

Meta (formerly Facebook) requires both the brand and the influencer to have a Business Manager account — now called Business Portfolio for some users.

You can create one in a few minutes here.

2. Find and Share Your Business Manager ID

Your Business Manager ID is what the influencer will use to give you access to their assets.

To find it in Meta Business Suite:

Go to Settings
Click Business portfolio info in the left-hand menu
You’ll see your Business ID just below your business name

Copy that number and send it to the influencer — they’ll need it to grant you ad access.

3. Ask the Influencer to Grant Access

The influencer needs to:

Link their Instagram account to their Facebook Page and Meta Business Manager
Go to Users > Partners and click “Give a partner access to your assets”
Enter your Business Manager ID
Assign the relevant assets (Facebook Page + Instagram account)
Set permission to Create Ads

Once they’ve done that, you’ll be able to run ads through their handle, either by boosting their content or creating new ads under their name.

What Happens After Setup?

Once you’ve got access, there are two main ways to run influencer ads:

1. Boost an existing post (creator posts organically)

If the influencer is posting content on their own page, you can use the “Boost button” to create ads. To do so, you'll have to ask them to use Meta’s Branded Content Tool and tag your brand as a business partner.

Once tagged, you’ll see the post in Ads Manager and can run it as a branded content ad. While fantastic for organic reach, you won't be able to edit the creative or caption — it stays exactly as posted.

2. Run a dark post (creator doesn’t post it publicly)

This is where whitelisting really shines.

Instead of the influencer publishing the content to their feed, they send it to you, often a UGC-style video, testimonial, or something tailored for paid. From there, you create the ad inside Meta Ads Manager and run it through their handle.

How to Set Up Influencer Whitelisting on TikTok (Spark Ads)

On TikTok, influencer whitelisting is done through Spark Ads, which is TikTok’s built-in feature that lets you run ads using an influencer’s existing organic content. To do this you’ll just need their Spark Ad code.

Here’s how it works:

Step 1: The Creator Selects the Post

You and the creator agree on which TikTok video to promote. The creator taps the three-dot menu (...) on the video, selects Ad Settings, and enters the Spark Ads setup.

Step 2: They Enable Ad Authorisation

Within Ad Settings, the creator switches on Ad Authorisation. This gives your brand permission to use that post in paid campaigns.

Step 3: They Generate a Spark Ad Code

Once authorisation is enabled, TikTok creates a Spark Ad Code — a unique string of numbers and letters tied to that specific post. The code is valid for 30 days by default but can be reduced to a week or extended up to a year.

Step 4: They Send You the Code

The creator copies the code and sends it to you via DM, email, or carrier pigeon. Once you’ve got it, you plug it into TikTok Ads Manager when setting up your campaign.

And that’s it — you’re now running paid TikTok ads through their handle, using a real piece of creator content.

Whitelisted Ad Best Practices

Getting access is great but great results really depend on how you run the ad. With whitelisting permissions, you're not just boosting someone else’s post. You're turning creator content into performance creative: testing, tweaking, and scaling what works.

Here’s how to make whitelisted ads outperform typical brand campaigns:

Keep the creator’s voice front and centre: Don’t rewrite their captions to sound like a brand. Keep it real — that’s what audiences connect with.
Start strong — hook fast: Even if the influencer made the content, you choose what runs first. Trim videos, test different intros — make sure the first seconds grab attention.
Test everything: Don’t rely on one version. Try different copy, thumbnails, formats, and CTAs, and keep iterating on the creatives that do work. When something performs, double down on it across all your ad formats.
Use the backend data: With whitelisting, you see all the key metrics. Track clicks, conversions, engagement — and optimise from there.
Track what’s working in your niche: Tools like MagicBrief let you filter top-performing ads by ROAS, format, or CPC. Use it to shape your next test or refine what’s already live.
Double down on what works: Found a winner? Scale it, remix it, and build retargeting around it. Good creative deserves to keep running.

Why Influencer Whitelisting isn't For Everyone

Whitelisting has major advantages, but it’s not without friction. Here are a few things to keep in mind before jumping in:

Setup can take time

Not all creators are familiar with Meta Business Manager or TikTok’s Ad platform. You may need to walk them through the process of granting access, which can take time and involve a few rounds of back-and-forth.

Not all creators are comfortable with it

Some influencers aren’t open to giving backend access to their accounts — especially if the partnership is new or there’s no clear agreement in place. Trust needs to be established first.

Limited editing with boosted content

If you’re boosting an existing post (rather than running a dark ad), you can’t edit the caption, visuals, or format. That limits how much you can test and optimise the content.

Legal compliance is on you

Disclosure requirements vary by platform and region. As the advertiser, it’s your responsibility to ensure labels like “Paid partnership” are clearly visible and compliant with regulations.

Relies on creator cooperation

You can’t move forward until the creator sets things up on their end. Without their cooperation, the campaign can’t launch, no matter how ready you are.

The Content Might Miss the Mark

Even if the influencer seems like a great fit, the final content doesn’t always land. It might feel off-brand, lack energy, or just not perform. That’s why it helps to set clear expectations upfront — and have a backup plan if things don’t go as planned.

How MagicBrief Helps with Whitelisted Ads

Once you’ve got whitelisting access, your job shifts from coordination to optimisation — testing different angles, scaling what works, and briefing new creators with clarity. MagicBrief helps streamline that entire process.

You can use it to track high-performing ads from brands in your niche, build better creative briefs with proven hooks and formats, and spot what’s working across platforms before you spend a cent. It’s like having a live swipe file and a creative strategist in one tool.

Here’s what you can do with it: