A paid social advertising strategy where a brand runs ads through a creator's social media account (using their handle and profile) rather than the brand account, retaining the authentic feel of the creator's content.
Whitelisted ads appear as coming from the creator ("Sponsored" under the creator's name) rather than the brand, which typically delivers 20-40% lower CPMs and 2-3× higher CTRs than the same content running from the brand account. D2C brands should negotiate usage rights for whitelisting when contracting influencers. Most creators charge 20-30% premium for whitelisting rights. Performance brands use whitelisted UGC as their highest-converting ad creative format.
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