Why Facebook Dark Posts Are Your Savior

By | May 5, 2016
Dark PostHeard of a Facebook dark post?  Yes?  No?  Either way, we're going to
have a discussion about them today.  Dark posts, a colloquialism for
Facebook's unpublished posts ad product, are a way to post things from
your own Facebook page that can show up as posted by your page, but only
to certain people.

Alright, so you know how normally when you publish a Facebook ad, you
choose which people will see it?  You can dig down into all kinds of
demographics and information to help make sure that you've tailored an
ad to specific audiences.  Dark posts allow you to dig into that same
type of targeting, but within the people who like your page.

For example, let's say you have a clothing website with 3,000 Facebook
likes.  You want to promote a sale you're having on all products, but
know that it won't be relevant for women to see ads with pictures of
men's jeans in them, and that you're not going to sell many dresses by
showing them to your male audience.

So, instead of compromising and creating a more general post that will
be seen by everyone on your page, or creating two separate posts for men
and women and publishing them both (ensuring everyone sees one post
that's not relevant to them), you can use a Dark or Unpublished post
instead.  You can make it look like your page published a post about
dresses for everyone, but really only the women who like your page will
be able to see, read, and engage with it (like, comment, etc.).  On the
other hand, the men on your page will think you posted an ad for men's
jeans and be able to interact with it accordingly.

Here's another example:  As a marketer who helps people with Pinterest
marketing but also Twitter marketing, you could create completely
different posts that target the fans of your page that you feel are most
likely to be using those platforms in their marketing efforts.  The
possibilities here really are endless.

Unpublished posts can be created in a couple of different ways, but
Facebook is working to unify them so that there aren't so many tools to
create similar ad products.  For example, there has been a lot of
confusion in the past over whether to use the standard Facebook ads page
or their 'Power Editor' to create your ads, leading to many tutorials
getting confusing when people find themselves in a completely different
interface than the screenshots they're trying to follow.

Unpublished or Dark posts are also important with the recently
diminished organic reach of Facebook pages.  For the same reason
boosting a post became so popular, Dark posts help you better reach
people who might never see your content unless they explicitly come to
your page (and most people prefer to just hang out in their own
timelines, understandably).  Except Dark posts are an even better
option, since you can help keep them from being shown to people they
aren't relevant to, and thus help keep your page's engagement score from
dropping.

"Looking Forward To Your Success!"

IMKBrown


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