Dark Post: What are they and How they benefit

Bet the term “Dark Post” would not be a strange word to you if you are in the marketing field but do you actually realize what it is and how could it benefit with your marketing campaign?

What Dark Post Is?

Despite the word “Dark” sounds somewhat threatening, it isn’t as scary as it is. The term “dark post” used to describe a post/targeted ad that is not published on the advertiser’s timeline or in the feeds of the advertiser’s followers while it only appears as a sponsored post in the news feed of the targeted audience.

However, as Facebook launches its page transparency library section last year, the audience can check all the posts now by simply going to the advertiser’s profile page transparency section at the bottom left corner.

One thing worth mentioning is that, technically, all ads on Instagram and Snapchat are dark post while advertisers are free to choose if they want their ads create with dark post or organic post on LinkedIn, Facebook, Twitter and Pinterest.

And, how it benefits?

Of all the benefits it does to social media marketing, there are 3 that worth mentioning with:

1. Target the right content to the right person
   Content relevancy carries a lot of weight in social media marketing success. Putting the right content in front of your audience not only arose their attention but also increases the chance they convert. And with a better engagement rate ranking, it is expected that you will getting a higher ad relevance score!
   

   Photo from Getty Images

2. A/B Testing
   Since Dark Post doesn’t show on the page wall. You can utilize such features to do A/B spilt testing to refine and optimize your ad by putting two different content into the same pool of audience and analyst on the result.
   

   Photo from Internet

3. Social Media auditing
   None of us like to be surrounded by spammy ad posts especially when they first met your page. Having all these on your wall is nothing different than asking your audience to stay away from you. Instead, having “fun-fact” and informative posts could help retaining your page followers’ interest.
   

   Photo from Internet

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