Facebook Dark Posts For Small Businesses
Facebook, for all its recent struggles, is still the biggest social media app in the world. As of the end of 2022, the app had nearly 3 billion monthly active users. In the UK alone, Facebook has 52 million users! As such, Facebook represents an unmissable opportunity to reach an audience for all businesses, large or small. But all those users generate an enormous amount of content, so there is a lot of competition to reach that audience. If you’re struggling to stand out from the crowd with your Facebook marketing, then Facebook dark posts might be the way forward! Here’s the lowdown.
What Are Facebook Dark Posts?
You might have heard the term ‘dark posts’ knocking around, and it’s easy to think that they sound a bit…well… scary and not quite legit! Thankfully, such fears are ungrounded. Quite simply, unlike normal posts, Facebook dark posts are a type of post that doesn’t publish to your business page’s timeline. Instead, it is a targeted ad that only appears on the newsfeed of the audience you want to target.
But how can you tell the difference between a dark post and a normal one? It can be difficult to spot for the uninitiated, but it is easily noticeable when you understand the signs. You will know that a Facebook dark post has appeared on your timeline as it will say ‘sponsored’ above it, and you don’t follow that company or see the post on their business page.
The Benefits Of Facebook Dark Posts
First of all, they can help provide targeted advertising. Depending on the specific audience segment you want to target, you can create an ad catered to their interests, behaviours, and much more. This allows you to eliminate wastage and hit those more likely to be interested in your products and services. Much easier to convert these people into customers.
Dark posts can also help with A/B testing. By providing multiple slightly different ads and seeing which one performs better, you can find out which content and ad resonates the most with your target audience, allowing you to optimize your ads for increased success.
You also benefit from not alienating your current audience. If you’re a relatively heavy poster then there’s a chance people don’t want to see everything you post. Dark posts allow you to continue to advertise without annoying your regular audience!
Facebook dark posts allow you to hit new customers. Also, the posts look like normal status updates in the newsfeed, so less intrusive than some other forms of marketing. They can be a lot more cost effective than regular Facebook ads too.
How to Dark Post on Facebook
Nice and easy thankfully! Dark posting is quite similar to posting a normal Facebook ad. Simply go to Facebook Ads Manager, click on page posts and then create an ad. Once you’re there, you can now start creating your dark post. Make sure that it says ‘create unpublished post’ at the top of the screen. Otherwise, you won’t be creating a dark post.
At the end of the page, you need to click the option that says ‘only use this post for an ad.’ This will ensure that it only gets posted as an ad and doesn’t get added to your timeline. Don’t forget to add targeting, budget and the time you want to run. Build in some A/B testing too. And make sure you measure responses when the campaign goes live!
Hope you found this whistle-stop tour of Facebook dark posts useful. Creating a high-quality Facebook ad campaign can be tricky, especially when you don’t have enough time to focus on it. At Muve Media and Marketing, a marketing agency in Kent, we have many years of experience in creating and executing the right campaigns for your business. Contact us or book a call today to see how we can help.