As mobile buying grows, social advertising seems to be moving at the speed of light. Facebook naturally has led much of the way in innovation, giving advertisers a whole host of new tools and insights.
Today, we look at one of the platform’s smartest offerings: Facebook dark posts (also known as unpublished posts). As one of the most underutilized tools available from Facebook, you might want to see how taking a different approach with your social advertising could seriously pay off with your marketing plan.
Here’s everything you need to know about the hidden gem of Facebook dark posts.
What Are Facebook Dark Posts?
Facebook dark posts are News Feed style ads that don’t publish to your Timeline or in your fans’ feeds organically. A dark post doesn’t have to just be a status update; currently, Facebook supports status updates, photos, videos, links or an Offer.
Why Use Facebook Dark Posts?
Generally speaking, dark posts are a good way to advertise without alienating or annoying your followers. More specifically, dark posts offer four major benefits:
- You can get hyper-targeted. With the ability to create as many ads as you want without spamming your followers, you can create hyper-targeted ads for every segment.
- You can do A/B testing. For example, you might change the image, headline, body copy or call-to-action button, or change several of these components for more variety. Use this to determine which variations have the highest click-through rates. The higher the CTR, the more money you’ll save on cost-per-click campaigns.
- You guide your organic traffic better. Because you can see if certain images or headlines work better, A/B testing enables you to use paid social ads to guide your organic social strategy. Once you’ve determined which combinations perform the best, apply them to your organic posts for better reach and engagement.
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