Don’t be afraid! Darth Vader has not hacked my page and for sure I have not betrayed the Force! Unpublished Posts are widely known within the advertising community as ‘Dark Posts‘. Those are the Page posts that will appear in News Feed but not on your Page. They are often used for creating News Feed ads that won’t appear on your Page.
How do they work?
A Dark Post is a Facebook Ad post, that although it will appear, as a normal post, in the Newsfeeds of your target group, it will not appear within your page timeline. Statistics have shown that such Ads are more successful than the ones on the right side of the page. The users are more likely to engage with them and obviously, such engagement will be an added-value of your campaign.
Since dark post is just like a normal post, you may include a link, a photo or a video. You may also put an embedded link and thus move customers from Facebook to your own website.
As part of Facebook Ads, the dark post can be delivered to the audience you have chosen. You may choose to target specific demographics like:
- country or city,
You may first design your audience portfolio, depending on the content you have and then customise ads for different groups of individuals, rather than take the one-size-fits-all that’s required approach for a post in your own newsfeed.
Additionally, you may also test the content of dark posts, based on the audiences you have created. For example, you have an e-shop that sells watches. You may have designed your audiences based on gender and age, so when you want to promote a certain line of a brand, you may choose to run some ads emphasising on the type of the watch, the style that will satisfy men or women, and then optimise your campaign based on the results of your tests.
Design Dark Posts
Power Editor is the tool that you can create a dark post. You may click here for a step-by-step tutorial provided by Facebook or here for a comprehensive digital marketing service by me!
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Nicholas is an experienced Digital Marketing Professional. He is in the telecoms market the last 13 years. For full CV, please do not hesitate to visit his LinkedIn Page or contact him!
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