What Is A Dark Post?
Dark posting is a stealthy method used by many companies with social media presences to advertise their products or services without that ad ever being officially published on their page. These posts instead appear only as targeted advertisements shown to certain users based on specific targeting criteria.
The Benefits of Dark Posting
Some of you may be thinking, “What is the point of a dark post if it never gets published to my page?” Sure, at first blush, it all seems pretty counterintuitive. Many companies post to their feeds to increase their online presence for SEO purposes. It feels like a waste to run a perfectly effective ad without also publishing it to your page.
However, for many businesses, dark posting does have its benefits. The primary advantage is that it allows for more precise marketing, enabling you to target users with specific keywords beyond just the standard-fare demographic targeting that is allotted for traditionally published posts. This way, you can run ads that focus on specific audiences, or you can make content personalized for a niche group you wish to target.
There are yet more advantages of dark posts. Are you swamped and don’t have time to write up a new ad? You can recycle old content as dark posts to avoid cluttering up your timeline. Dark posts are also great for A/B testing, allowing you to tweak your ad to see which calls to action are more effective, which graphics are more attention-grabbing, and which audiences are more likely to engage with your content. Moreover, A/B testing your dark posts will help you master your traditionally published content. Knowing which dark posts are most effective for engagement, click-through, or conversion rates allows you to understand what your audience wants and deliver on it with your published posts.
Ads can be tricky; First Station Media is here to help. Our mastery of social media marketing can transform your online presence. Contact us at info@firststationmedia.com to level up your social media game.
