If you’re a marketer or you run a business, you’ve probably utilised (or considered utilising) Facebook advertising.
With the massive growth in mobile phone usage, companies such as Facebook have begun to provide marketers and business owners with new methods of targeting their customers.
One of these methods that Facebook has provided is called dark posts (also known as unpublished posts). I personally consider it to be one of the most useful, and underused tools that Facebook advertising has to offer.
Take a look below to find out everything there is to know about Facebook dark posts.
What Are Facebook Dark Posts?
Put simply, Facebook dark posts allow you to send out your Facebook ads without having them published on your page’s timeline, or any of your fans’ feeds. You can use dark posts to advertise anything from a simple post to an offer, without them showing up on your own page. Sounds good, right? But what’s the real benefit from doing that?
Benefits Of Facebook Dark Posts
The clear benefit of utilising dark posts is they allow you to advertise as much as you wish, without having to fill your fans’ feeds with a bunch of posts. For instance, you might be targeting a certain holiday with the aim of sending out a dozen different ads. Normally, your fans would get annoyed at a bunch of similar posts in one go. Dark posts allow you to get around this.
But that’s not the only thing that dark posts have to offer. Some additional benefits include:
1. Perform A/B Testing. You can send out a handful of ads, each with a slight variation on the next. For example, you could change the CTA text, the image, or even the landing page if the ad takes the user through to a web page. By doing so, you’ll be able to see which ad has the highest CTR, saving you money in the long-term.
2. Improve Organic Engagement. Once you’ve performed your A/B testing, you’ll have a list of the best performing features of the ad. This list is your key to improving your organic posts! If your A/B testing found that using some real-life photography in your ad performed better than a graphic, then you should take that advice over to your organic posts. By doing so, you’ll improve your customer engagement.
3. Hyper-targeted Ads. Now you know your dark posts don’t get published, you can get hyper-customised ads! For instance, if you’re aiming to target a bunch of different cities across the country, each ad can namedrop the targeted city. You could even use imagery of the city to further improve customer engagement.
How to Create Facebook Dark Posts
It’s super easy to get started with your own dark posts. Here’s a quick step-by-step guide:
• Head on over to Facebook Power Editor.
• Click the Power Editor icon at the top of the page. From the menu, select All Tools.
• Underneath Create and Manage, select Page Post.
• Choose the page that you’ll be creating your dark post for.
• Click Create Post.
• Complete your ad. Most importantly, make sure to select This post will only be used as an ad.
• You’re all set! Click Create Post, then select the box next to your post and select one of the options in the Actions dropdown.
Once all of your posts are completed, you can switch to your Ad Manager to begin advertising your posts. Simple as that!
Facebook dark posts are super easy to use, and open things up to a range of possibilities for your marketing campaigns. Now go and give it a try and be sure to let us know how you get on.