How much do creators typically charge brands to access and run ads through their account?
Influencer allowlisting can vary anywhere from $500 to $100,000, but it depends on a variety of factors. Some influencers include allowlisting in their rates with no extra fee, however the base rate is slightly higher than others. Generally, this can be 20-30% of the collaboration fee.
Typical rate factors include follower count, audience, length of access, and content. Less common factors that affect rates may incorporate percentage of ad spend and variable fees based on media run, though these typically only apply to celebrity influencers.
Can you track precise ROI from specific influencers using in-post call to actions (shop now, visit website, etc.)?
Yes! Like affiliate links and promo codes, you can track exact sales from the in-post call to actions. Access to the influencer’s account will also allow you to measure engagement metrics such as likes and comments directly through the account.
We’re familiar with influencer allowlisting, but what about influencer blocklisting? Are there any blocklisting benefits?
Blocklisting is the process of barring an entity from accessing a certain platform or sending messages to an individual IP address (i.e. blocking from using Twitter or blocking from sending or receiving spam messages to or from a certain email address). The benefits of a blocklist depend on which side of the list you’re on.
As mentioned before with allowlisting vs. whitelisting, and for the same reasons, blocklisting is the preferred rising term for blacklisting.
How long do creators typically grant brands access?
The length of time creators grant brands access to their accounts depends on the campaign the brand intends to run. The campaign is normally centered around individual posts which can last for weeks instead of days, or even hours.
Can you target specific audiences through influencer allowlisting?
With influencer allowlisting, you can be hyper-target specific and customized audiences. The extra paid element of allowlisting makes it a better strategy for reaching new audiences or audiences similar to your influencer’s followers (lookalike audiences).
If your goal is to reach your influencer’s existing audience, opting for a traditional paid post may be best.
Is influencer allowlisting right for my brand?
Influencer allowlisting may not be the right approach for every brand or ad campaign, so it’s important to understand exactly what it is and what you’ll get out of it before taking the next step.
Benefits of influencer allowlisting
To know if influencer allowlisting is right for your brand, you need to know its benefits.
- Hyper-target audiences – Allowlisting enables brands to use influencer audience data to reach their target consumer to customize lookalike audiences.
- Longer shelf life – Allowlisting lengthens the shelf life of a creator’s post, which is especially helpful for formats like Instagram Stories, which have a 24-hour time limit.
- Higher performance – Influencer generated content is different from traditional ads and delivers higher performance with the call-to-action buttons (“Shop Now”, “Learn More”, etc.).
- Advanced analytics – Every allow listed ad can be fully tracked and measured, allowing brands to collect data on conversions, clicks, purchases, page views, and all the analytics in between.
Ad types: What’s working for you and what’s not?
Look at what’s working and what’s not for your brand. What have you tried already? There are numerous ad types you can utilize, and each serves different functions.
- Allow listed ad – An ad that runs under the creator’s handle on their social media account.
- Dark post – Paid social media ads that run under the creator’s handle but do not appear on their social media feed unless specifically targeted to that audience.
- Sponsored post – A promotional post on a creator’s social media feed in partnership with a brand.
- Brand-owned ad – An ad that runs under the brand’s social media handle which typically uses influencer generated content from sponsored posts.
- Boosted post – A limited form of whitelisting, a boosted post is content that is “boosted” through the social media platform and temporarily shown to a larger audience as an ad.
What are your brand’s goals?
Finally, consider your goals. The success of allow listed ads depends on a brand’s objectives. Allowlisting is useful if your goals include extending post shelf life, reaching new audiences, driving sales, and taking a more targeted approach in your brand’s marketing.
The most savvy brands are taking full advantage of influencer marketing by running allow listed ads. If you’re considering investing in influencer allowlisting, check out our Marketer’s Guide to Influencer Allowlisting.