Dark Post
Dark Post
A dark post is a targeted paid social media advertisement that doesn’t appear on a brand’s public timeline, profile, or feed. Instead, it is only visible to a carefully selected audience based on targeting criteria such as interests, behaviors, and demographics. Dark posts are particularly useful for testing different ad creatives, refining messaging, and reaching specific audience segments without overwhelming existing followers with promotional content. This allows brands to optimize their campaigns while keeping their main social media pages clean and uncluttered.
Ever feel like your feed is overloaded with ads? Here's why dark posts change the game:
Not all ads need to be visible to everyone, and that’s where dark posts shine. They allow advertisers to create highly targeted campaigns without bombarding their entire audience with promotional content. Instead of posting multiple ads publicly and risking redundancy, brands can test and refine their messaging quietly behind the scenes.
Allows A/B testing: marketers can experiment with different headlines, visuals, and copy without affecting the brand’s main profile. Improves targeting: ads reach only the most relevant users, increasing the chances of engagement and conversions. Avoids overposting: keeps your public feed focused on organic content while running ads in the background. Boosts performance: by fine-tuning ad strategies based on data, brands can maximize their return on investment.
How do dark posts work?
Dark posts are created through advertising platforms like Facebook Ads Manager, LinkedIn Campaign Manager, or X Ads. Unlike boosted posts that are visible on a brand’s page, dark posts exist solely in the feeds of the selected audience. Users see them as sponsored content, but they don’t appear on the advertiser’s public timeline unless shared by users.
Which social media platforms support dark posts?
Many major platforms allow businesses to run dark posts, including:
Frequently Asked Questions
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