Dark post… the first time I heard about a dark post I thought is sounded like something that should be associated with Halloween not digital advertising! But really a dark post is a post on Facebook or Twitter that is not on your actual business page or Twitter feed. A dark post is a “post” specifically used as an ad.
When setting up an advertising campaign in Facebook Ads Manager or Facebook Power Editor, you have the choice of building an ad (aka a dark post) or choosing a post already on your page timeline. If you build a new post that isn’t on your newsfeed for an advertising campaign, it is called a dark post and will not show up on your business page newsfeed.
Benefits of using a dark post:
- You can specifically tailor it to the target audience you are trying to reach with your ad, not just your page fans.
- You can create multiple versions changing images and copy and test which one is the top performer.
- If there are any negative comments you ads, they won’t show up on your business page newsfeed.
Benefit of using a post already on your newsfeed as your ad:
- Any engagements (comments, likes and shares) you receive from the ad will show up on your newsfeed and look “organic” to your followers.
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