7 Places Where You Can Amplify Influencer Content
Most brands spend the majority of their amplification efforts on Meta-owned properties Facebook and Instagram (and if you need some tips on Facebook amplification, we have those), but there are a number of platforms that allow amplification.
Expand your amplification strategy. Expand your campaign reach.
Most brands spend the majority of their amplification efforts on Meta-owned properties Facebook and Instagram (and if you need some tips on Facebook amplification, we have those), but there are a number of platforms that allow amplification:
1) TikTok
Brands on TikTok can amplify and whitelist influencer content to run as video ads. They can also boost brand-posted content to target audiences.
2) Pinterest
While Pinterest doesn’t support the option to whitelist influencer content at the moment, brands can run photo, video, shopping, and carousel Pins as ads.
3) Twitter
Twitter’s Promoted Ads feature allows brands to promote Tweets to specific audiences (these Tweets don’t have to show up on the brand’s profile). Brands can also whitelist Influencer content to create Promoted Ads that appear from the influencer’s handle.
4) Snapchat
Snapchat supports a number of advertising options, including pre- and mid-roll ads, branded filters and lenses, story ads, and catalogs.
5) LinkedIn
LinkedIn provides a number of advertising options, including image, video, carousel, and event ads, as well as message ads and pre-filled forms for lead generation.
6) YouTube
YouTube allows brands to run pre-roll and mid-roll video ads.
7) Hulu
Hulu has recently launched the Beta for their self-service advertising platform, allowing brands to set target audiences and market video content during Hulu content ad breaks.
Now that you know where you can amplify influencer content, let’s work together to strategize your next influencer marketing campaign. Get in touch with us here.
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.
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.