Dark post

A dark post (i.e., unpublished post) is a type of paid social media content that is not visible on a brand’s social media page but appears in the news feed of a specified target audience. Its performance can be measured through metrics such as clicks, engagements, and conversions.

The term “dark post” can be misleading, as it implies that the content is secretive or hidden. In reality, the term refers to the fact that the post is not publicly visible on the brand’s page and can only be accessed by those who are specifically targeted. 

Dark posts can be beneficial for split-testing different variations of ads without cluttering a brand’s timeline or page with repetitive content. Additionally, they can be an effective way to reach specific audience segments with personalized messaging that speaks directly to their interests or needs.

It’s worth noting that dark posts can be created on various social media platforms, including Facebook, Instagram, and Twitter, and can be used for a variety of marketing objectives, such as promoting products or services, generating leads, or driving traffic to a website. However, some users may feel that dark posts are manipulative or deceptive, as they are not transparently visible to the public and could be used to spread misinformation or controversial content.

Overall, dark posts can be a useful tool in a brand’s social media strategy as long as they are created and targeted with transparency and ethical considerations in mind.