Thread by @TaylorLagace

1/ Boosting Influencer Organic Posts Vs. Influencer Whitelisting

There is definitely a difference and I’m beginning to think people, that call themselves “experts” in the space, don’t realize it 🤔 🤔

So let’s break it down 🧵 👇 👇🏾

2/ While boosting an influencer organic post is still considered an ad, Influencer Whitelisting ads are created through Ads Manager and offer FAR GREATER advanced customization solutions.

3/ So what all can I do more with Influencer Whitelisting Ads in comparison to boosting influencer organic posts?

Let's dive into it...

4/ Through Influencer Whitelisting you can...

A.) Use Specific Ad Objectives:

Choosing an ad objective early on will help you to focus on which campaign type best aligns with your current business goals.

Campaign Objectives such as brand awareness, conversions, etc.

5/ Boosted posts only allows you to focus on website clicks, page engagement and local business promotions...

In short, strictly brand awareness type objectives.

If your business goals include revenue, this is not the way to leverage influencers.

6/ Influencer whitelisting lends itself to the full ads system in Ads Manager where you're able to choose objectives like store traffic, conversions, and lead generation.

7/ If you care about influencers lending ROI/ROAS/Revenue, you need to optimize for conversions through the use of influencer whitelisting in comparison to boosted posts.

8/ To be candidly transparent, you're literally burning money if you're not optimizing for conversions 🔥 🔥

& let's be honest, everyone only cares about conversions and their ROI/ROAS...

9/ Secondly, through Influencer Whitelisting you can...

B.) Maintain Creative Control:

With Influencer Whitelisting Ads created through Ads Manager, you can design an ad that fits your goals.

10/ Create carousel ads, add specific descriptions and add a call-to-action button that'll drive more of your audience to take action (We recommend the Shop Now CTA).

11/ These are only a few of the creative and formatting options available in Ads Manager that ARE NOT available when boosting a post from an influencer's Page.

There are so many additional capabilities on top of this.

12/ Boosted posts don't give advertisers any creative control.

As an advertiser you need to boost the influencer's organic post the way it is.

You have a single asset to run, you're unable to create iterations off of it, & you have no control over the ad copy writing.

13/ No thanks.

14/ Next, through influencer whitelisting you can...

C.) Use Advanced Targeting Capabilities:

Boosting posts lets you decide on interests, age and gender for your ad targeting.

That's it.

15/ With Influencer Whitelisting ads, you can use more advanced tools to create overlapping audience types, lookalike audiences and more.

16/ Lastly, through influencer whitelisting you can...

D.) Choose different ad placements:

When you boost a post, you'll be able to check or uncheck whether or not you want to place your ad in Instagram in addition to Facebook mobile and desktop News Feed.

17/ With Whitelisting ads, you get the added benefit of choosing placements in Facebook News Feed side ads, Messenger ads, Instagram stories, instant articles, and Audience Network.

In short, you have the ability to optimize for all placements, which is ALWAYS recommended.

18/ These are the main differences between boosted influencer organic posts & influencer whitelisting but there is still so much more.

19/ Quite honestly, it's frustrating to see and hear "experts" in the space not delineating these two completely different influencer tactics and making the distinctions hyper clear.

This is truly what gives the Influencer Marketing space a bad rap.

20/ Nevertheless, I hope this thread helped you sift through the noise and provided you with some value along the way!