Marketing With Facebook Dark Posts

A Facebook “dark post” is essentially just an unpublished Facebook post you pay to show to a select group of users. Unlike normal posts, which are available for anyone who sees your Page to view, these posts can leave as much of your Page’s fans “in the dark” as you want.

Dark posts can be shown to highly targeted groups of just a few people, or they can be created for broader groups of fans. Like other forms of Facebook advertising, you control who sees them, and exactly how much you spend getting them displayed. But the difference is that they are posts — that is, they show up within the News Feed, not on the sidebar.

The biggest perk of dark posts is that you can reach specific groups with them. Why show ads to those who do not care about your products, or might have already purchased from you? With dark posts, you can serve content right in the News Feed that is highly relevant and as finely targeted as you like. You can also A/B test headlines or ad content this way!

If your brand or online store wants to reach a highly targeted group of people, and wants to create a piece of advertising that has a better chance at being viewed than a traditional ad, all with the appeal of Facebook’s post format, dark posts are for you. You don’t have to spend much to run them, especially since you can make the audience so small.

Additionally, if you’ve not yet built up a large amount of traffic to your store, and are exploring ways to attract highly targeted shoppers without spending money on PPC, this is a format you might want to try.