Influencer marketing is on track to go from a nicety to a necessity as advertisers look to stand out in an increasingly crowded and competitive digital marketplace. To put numbers to it, at least 73% of brand professionals told Digiday they spent at least a very small portion of their marketing budgets on influencers.
As the multi-billion dollar industry continues to grow and mature, advertisers have more tools in their tool belt whether that be vetting practices, artificial intelligence or allowlisting, formerly known as white listing. Allowlisting is a chance for brands to run branded social ads through an influencer’s profile as opposed to a standard sponsored post. Allowlisting isn’t a shiny new trend, but it has been rebranded — at least in terms of influencer marketing.
WTF is influencer allowlisting?
In plain terms, allowlisting is one part influencer marketing and one part sponsored post. Using either a social media platform itself, like TikTok or Instagram, or a third-party service, an influencer gives permission to advertisers to run their social ad campaigns through the influencer’s account. Although, the advertisers cannot see an influencer’s direct messages.