Are you looking for new ways to drive sales and conversions? Keep reading, there’s a new tip for you!!
As advertisers, we search for innovative ways every day to reach new audiences, the new offer or the new piece of content that will be our saving grace and final breakthrough.
Facebook organically has led much of the way in innovation, giving advertisers various new tools and insights.
Facebook Dark Posts also known as unpublished posts is one of the most underutilized tools currently available on the platform.
What Are Facebook Dark Posts?
Facebook dark posts are news feed ads that don’t publish on your timeline or in your fans’ feeds organically like they should.
A dark post doesn’t support status updates, it supports photos, videos, links, offers or link etc.
Dark posts are a good way to advertise without disrupting or appearing annoying to your followers. Dark posts offer four major benefits, which include;
- Hyper – targeting: with the specific ability to create as many ads as you want without the worry of spamming your followers, you can create hyper-targeted ads for every segment of your audience.
- A/B Testing: this gives you the option of testing variations that generated the highest click-through rates. For example, you can change either the image, headline, body text or the CTA for more variety. The higher the CTR, the more money you can save on cost-per-click campaigns.
- You guide your organic traffic better: the option of variations through the use of A/B testing, it enables you to use paid social ads to guide your organic social strategy. Once you’ve observed the combinations that perform the best, apply them to your organic posts for better engagement and reach.
- Avoid ad-only streams: Ad-only Facebook streams can be aggressive and they tend to push your audience away. Facebook dark posts are niche and hyper-sensitive, it ensures you don’t blast the same CTAs to everyone through your feed.
Why You Should Use Facebook Dark Posts
Over the years, Facebook has been successful due to it viral nature and potential content. Ad content is no different. Social proof is very strong and help people make decisions, you should use this to your advantage.
Social proof built on one post can help you better your viral potential, the more people a potential customer sees engaging on your ad post, the more likely they are to purchase your product/service.
If you had an ad post with 10 likes and a few comments, the customer may not be totally convinced about the credibility of your product but if the same post had over 100+ likes, the customer is more likely to engage and eventually purchase.
Facebook dark posts gives you the opportunity of targeting audience specific to your products or service.
How to Create a Facebook Dark Post
- Go to Power Editor
- Click Power Editor at the top of the page
- Select Page Post.
- If you manage multiple Pages, select the Page you want to create an unpublished post for from the top left drop-down menu.
- Click Create Post button.
- Choose the type of post you want to create and fill in the details you want to include in the post.
- Choose how you want the post to appear – as an ad or on your page.
- Click Create Post.
- Check the box next to it and select an option from the Actions drop-down.
How to Use Facebook Dark Posts
There are 4 major ways to use Facebook dark posts to your advantage:
Target Audience Based on Interests
Customers are diverse, though they purchase the same brand, their tastes, choices and interests are totally different. The best way to target customers individually is by using selective content that speaks to each consumer directly either emotionally or functionally. Creating multiple variations of a post to target different user interests.
However, using Facebook dark posts makes it easier to reach your audience without overwhelming now with the use of A/B testing and specific targeting. Dark posts can be an effective tool to improve your brand’s social performance.
You’ll not only be gathering data on users’ engagement with posts, you’ll also be able to decide which ones worked best. Based on that information, you can share the best posts on the page for all to see.
When running dark post campaigns, you’ll want to test to see how well its doing and reaches the audience. You should test the ads on a smaller group of people to see whether it will have the desired impact on your audience. This calls for micro-campaigns.
With dark posts, you can run micro campaigns to test how each of the sample group in the target audience react to the ads. based on their reaction, you can now decide whether or not you wish to show the ads to all of the target audience. In this way, you can reduce the risk of breaking your overall social strategy.
Relevant images add value and reach to an ad or post. Just like using the right keywords and headlines, it’s important to use images that speak to the target audience’s interest and sentiments. This will enable better engagement with ads and posts.
Use multiple images with different headlines or different texts with different images. All this can be done easily through Facebook dark posts without making your page unappealing to your target audience due to so many public posts.
Facebook is one of the best places to get feedback and find people to beta test your products. However, finding the audience can be tiresome. Setting up demographic criteria for this task and posting it on your business page for public view can alienate some your fans.
Facebook dark posts can solve that problem for you, you can create individual feedback forms or invites for beta testing and share with that specific target audience. This way no one outside the target group is aware of these posts. It also saves a great deal of time sorting through your page followers for the right target group.
In conclusion, Facebook dark posts can work wonders for your social media strategy. With so many creative ways to use the feature, the possibilities are limitless. Always Facebook is not a private platform. The main purpose of Facebook is for users to network openly, which means sending too many targeted ads may seem overbearing for your audience. Use your dark posts wisely.
A key part of Facebook’s success in online advertising, implementing dark posting will help boost your overall Facebook performance.
It will also help with overall efficiency, dark posting is a huge time saver especially when making the same ad over and over for multiple ad sets.
Too much A/B testing and niche targeting can make you deviate from your brand image. Your page should be a place where your fans can gain value as a community.
Explore the world of Facebook dark posts; you’re ready to get started.