Blocklist: Definition, Benefits, and Best Practices for Influencer Marketing
A blocklist is a curated list of users, hashtags, keywords, or content types you exclude from your campaigns to protect your brand’s reputation and ensure audience relevance. It helps prevent unwanted associations and keeps your influencer marketing safe and on-brand.
What Is a Blocklist?
A blocklist is a curated list of accounts, keywords, hashtags, or content types that you intentionally exclude from your influencer campaigns, ads, or social media strategy. It’s a simple yet powerful way to prevent your brand from appearing alongside content you find inappropriate, irrelevant, or risky.
How Brands and Creators Use Blocklists
1. Influencer Selection: Agencies often block influencers who have a history of controversies, offensive language, or off-brand collaborations. For example, a family-friendly toy brand might block influencers known for adult-oriented humor.
2. Paid Ads: On platforms like Facebook or TikTok, you can create negative keyword lists or block specific ad placements. A fitness DTC brand may block “weight loss pills” or extreme diet hashtags to avoid misleading associations.
3. Comment Moderation: Creators use blocklists to filter out spammy or abusive comments by blocking certain words or phrases (e.g., profanity, hate speech).
4. Hashtag Management: If your brand promotes body positivity, you might block hashtags like `#fitspo` if that tag is often linked with unhealthy dieting trends.
Why Blocklists Matter for Brands and Creators
Brand safety: By excluding undesirable content or accounts, you protect your reputation and reduce the risk of PR mishaps.
Audience relevance: Keeping your campaigns aligned with your values and target demographics helps boost engagement and trust.
Budget efficiency: Blocking irrelevant or low-quality placements ensures your ad dollars go toward content that reflects your brand.
Legal compliance: In regulated industries (e.g., alcohol, finance), blocklists help you avoid content that could trigger compliance issues.
Common Misconceptions and Variations
• Blocklist vs. Blacklist: They’re the same concept—"blocklist" is preferred to avoid negative connotations.
• One-and-done: A blocklist isn’t set in stone. Trends, language, and social contexts change, so your list should evolve.
• Overblocking: Be cautious not to block too broadly. Excluding generic terms can sometimes filter out relevant, high-value content.
Practical Tips to Build and Maintain Your Blocklist
• Start with a brainstorming session: Gather your team and list out potential risks—offensive words, controversial topics, off-brand influencers.
• Use platform tools: Leverage native controls in Facebook Ads, Instagram’s comment filters, or YouTube’s keyword moderation.
• Review quarterly: Scan performance data, note any unwanted placements, and update your list.
• Combine manual and automated checks: Use social listening tools like Sprout Social or Brandwatch alongside human review.
• Communicate with stakeholders: Share your blocklist guidelines with agencies, freelancers, or partners so everyone stays on the same page.
By setting up and maintaining a well-crafted blocklist, you’ll safeguard your brand, sharpen your targeting, and build more authentic connections with your audience.
