If you’re still running all your paid social through your own brand handle, it’s time for a rethink.

Let’s be honest: no one logs onto TikTok or Instagram to watch brand ads. They scroll to engage with people. Relatable people. People they trust.

That’s exactly why whitelisting (running ads through creator handles instead of your own) is fast becoming one of the most effective - and underused - tools in paid social.

Here’s how it works, and why it’s worth your time.

What Is Whitelisting?

Whitelisting (also known as Partnership Ads on Meta) lets your brand run paid ads through a creator or influencer’s social handle.

To the user, it looks like a post from the creator, not a brand ad.

It doesn’t just feel more native. It is more native. The tone is familiar. The person is trusted. The resistance is lower.

That’s what gets your content noticed, even in a feed full of noise.

Meta Just Made Whitelisting 10X Easier

If you’ve ever tried to run ads through a creator’s account, you know the pain:

• Access emails went to spam or got ignored

• Creators didn’t know how to approve the request

• It sometimes took days just to get everything set up

Not anymore.

Meta’s new Partnership Ad flow solves all of that:

• You request access directly inside Ads Manager

• Creators approve it via a simple link

• You can even remove your brand name from the ad header, so the ad appears fully native

This update removed the biggest blocker: the messy, manual process of getting ad access through Business Manager. We’re already seeing it pay off in live accounts.

Why Whitelisting Works (Now More Than Ever)

Let’s get specific. Here’s why creator-handle ads consistently outperform:

1. Increased Credibility

People trust people, not logos. Creator-led ads feel more authentic, believable, and organic. That trust drives engagement and conversion.

1. Algorithm Boost

Higher engagement helps platforms learn faster and optimize better. That means lower CPMs (cost per thousand impressions), better placements, and more efficient scaling.

1. Expanded Audience Targeting

You get access to a creator’s audience and reach more people with similar behaviors.

1. Diversified Creative Angles

Creators understand what connects with their audience. By working in their tone and style, you can experiment with new hooks and storytelling approaches without losing sight of your brand message.

1. Native Feel

On both Meta and TikTok, whitelisted ads blend into the native feed, reduce ad fatigue, and keep people watching for longer. Users don’t feel like they’re being sold to. And that’s the whole point.

Brand Page vs. Creator Handle: When to Use What

Whitelisting isn’t about replacing your brand handle, it’s about using both strategically.

Use your brand page when:

• You’re building long-term brand equity

• You need tight brand voice control

• You’re running top-of-funnel awareness campaigns

Use creator handles when:

• You’re focused on acquisition and conversions

• You want fresh creative angles at scale

• You need to lower CPAs (cost per acquisition) and test new messaging fast

The best brands don’t choose between brand and performance, they combine both to scale with control.

TikTok Is Built for This

While Meta’s update is huge, TikTok has always been ready for whitelisting.

Its Spark Ads system is frictionless. Creators share a link, you run the ad. No extra setup, no tech hassle.

And because TikTok is inherently creator-first, your ad will feel like real content and not a disruption.

POV: Whitelisting Works Because People Trust People

This isn’t about disguising ads. It’s about earning attention in a way that feels natural and holds users long enough to convert.

Performance matters. That’s why we help scale brands by building trust that converts and drives value beyond the click and scroll.

Whitelisting is one of the most efficient, scalable ways to do that right now, especially now that the tech’s no longer a barrier.

Want to scale more strategically, with leaner spend and stronger results?

Start with people. Whitelist with intent. Let trust be your performance edge.