‘Facebook dark posts’, doesn’t it sound like a part or invitation to a Halloween party? If you are deciding on the costume that you are going to wear for the party just by considering it a heads up, then you need to hold your horses. It is certainly not related to any Halloween party, and you are not going to receive any invitation to one such party on Facebook.
Dark posts have lately gained a lot of attention. It is now a popular concept, especially among the advertisers. If you are an advertiser, reading this piece of information, you are certainly accustomed with the struggle of finding new audience everyday to whom you can sell your new offer or content. But what if there is no need to find new audience, or create new content and offers to highlight your account? Yes it is possible! All that needs to be done is a little change and you will be able to see a big change in your Facebook ad performance. Wondering which change is being talked about here? Well, it is the dark posts.
Dark posts are basically advertisements that have unique post IDs and are usually not found organically. If you try to find them in your Ads manager, you will be tired but not successful because you won’t be able to get them there. You would rather find them in your page posts tab. There is a hamburger menu in the top left and you will find an ‘Account Options’ there, under which dark posts can be found. They are usually kept there unpublished, and you can use them in your advertisement sets. These posts can be used for various advertisement options and it totally depends upon on your goals as well as campaigns, which include photo, video, status, carousel and link.
There are many benefits of Facebook dark posts. Take a look at some of them:
- Chances of getting hyper-targeted: Hyper-targeted ads can be created for each segment as you can create several ads sans spamming your dear followers.
- A/B testing gets easier: Taking for instance, you can change headline, image, body copy, etc for more variety. And, you can use this to find out the variation that has the highest click-through rates (CTR). As the CTR gets higher, you will be able to save more money on cost-per-click campaigns.
- Guiding organic traffic becomes easier: You will be able to find if a few images or headline work in the right manner. Through A/B testing, you can use paid social advertisements in order to guide the organic social strategy. Once you are certain about the combinations that perform the best, you can then apply them to the organic posts for enhanced reach.
- Ad-only streams can be avoided: We all know that Ad-only Facebook streams are comparatively aggressive and also sometimes push away the audience. On the other hand, Facebook dark posts are hyper-sensitive, therefore, we do not blast the same CTAs to everybody through the feeds.
Like Facebook, dark posts are available on other social media platforms as well. However, the way it is used in those platforms are different. So, the question that if dark posts work well in social media? The answer is yes! In fact, dark posts are rocking social media, and are expected to continue like this in the coming years. All that we need to do is to use them wisely and in the right way. This write-up can be concluded with saying that dark posts have nothing to do with anything spooky; they are just not visible like other ads all the time.