Dark posts are unpublished social media ads that appear in usersā feeds but are not visible on a brandās public social media page.
They allow businesses to create targeted campaigns for specific audiences without cluttering their main profile or timeline.
Dark posts are commonly used on platforms like Facebook, Instagram, and LinkedIn for testing, personalization, or audience segmentation.
What is a Dark Post?
A dark post is essentially a paid ad that looks like a regular social media post but is only shown to a targeted group of users. Unlike standard posts, dark posts:
- Do not appear on the brandās timeline or page.
- They are designed for specific audience segments based on demographics, interests, or behavior.
- Can be A/B tested to determine which content resonates best.
Example: A company may create a dark post promoting a discount on running shoes only to users who recently searched for fitness gear.
Benefits of Dark Posts
- Targeted Marketing ā Reach specific audience segments without disturbing other followers.
- Testing & Optimization ā Test multiple ad creatives and messages before rolling out broadly.
- Avoid Clutter ā Keep a brandās main social page clean and consistent.
- Personalization ā Deliver tailored content for different audiences or regions.
- Cost Efficiency ā Focus ad spend on the users most likely to convert.
Dark Posts vs. Regular Posts
| Feature | Dark Posts | Regular Posts |
|---|---|---|
| Visibility on Page | Not visible | Visible to all followers |
| Targeting | Highly specific audience | All followers |
| Purpose | Testing, personalized campaigns | Brand awareness, general engagement |
| Flexibility | Easy to modify per audience | Limited targeting options |
Examples of Dark Posts
- E-commerce Retailer: Running region-specific promotions for users in certain cities.
- SaaS Company: Promoting a free trial only to decision-makers in targeted industries.
- Event Marketing: Advertising a VIP event invitation to select followers without posting publicly.
Key Takeaway
Dark posts are a powerful tool for highly targeted, personalized social media advertising. They allow marketers to test content, reach specific audiences, and optimize campaigns without affecting a brandās public social media presence.
Also learn: Account-Based Marketing (ABM)
