What To Know About Amplifying Influencer Content

Social media amplification has been an effective tool for brands looking to maximize their advertising dollars and efficiently reach new potential customers.

New privacy settings and changes in data collection have made targeted amplification trickier, but with strategic tactics and performance monitoring, we still find amplification to be a powerful means to extend the reach of influencer content and marketing efforts. And when you partner with Lytehouse, we work to create a customized amplification strategy that meets your brand’s individual marketing needs.

Whitelisting vs. Boosting

There are 2 main types of social media amplification: boosting and whitelisting.

Boosting, or using the Branded Content tool on Facebook and Instagram, is the simpler of the two. This allows a brand to boost out an influencer’s post exactly as it appears on their feed and extend it to a larger audience. This is quick and easy to do, but lacks the options to customize copy and imagery for different performance metrics or target a lookalike audience, and does not provide detailed data past 14 days.

Whitelisting is where influencers give brand partners access to their accounts in order to modify and promote content directly from the brand account. Whitelisting allows brands to customize captions, images, and calls-to-action to target different performance metrics, provides the option to dark post content (where a sponsored post appears to come from an influencer’s profile but does not appear on their feed), and allows access to detailed metrics. 

How does whitelisting affect influencer rates?

Influencers typically charge an added fee to allow brands the ability to whitelist content. It is important to clearly lay out where and for how long your brand intends to amplify influencer content so that fees can be determined accordingly.

These factors typically affect influencer rates when amplification is added on:

Content Usage: Influencers will charge an added fee for brands to use influencer-created content for amplification purposes.

Duration of Whitelisting Content: The longer your brand requests access to whitelist influencer content, the higher their fee will be. 

Nature of the Brand and/or Content: Influencers can charge a premium for partnerships that discuss potentially sensitive topics.

How can I optimize content for performance-based metrics?

Amplification is a game of trial and error. Test different combinations of captions, images, and CTAs for different marketing goals, try out different audiences, budgets, and durations, then assess what’s working and recalibrate your strategy from there. Or you can work with an agency like Lytehouse that can do all the heavy lifting for you and run amplification in-house.

For more information on whitelisting, read our Whitelisting vs. Boosting blog post.