What are Facebook Dark Posts & How do we Use Them?

BEACON MEDIA + MARKETING November 24, 2015

Don’t be afraid of the dark side!

Facebook now provides a new way to create newsfeed ads. The ads themselves do not show up on your page’s timeline but instead on the newsfeed of the people you’ve chosen to target. It is a useful tool when avoiding clutter on your page with repetitive information.

Why do we use them?

The dark ads are useful to target different audiences. These different targeted ads will direct a larger audience to your page. The last thing we want to do is to spam our dedicated followers and potentially lose our current audience by them unliking the page. By using A/B testing we can try out different headlines and variations of images to best capture our audience’s attention. A/B testing is a way we can compare two versions of an ad to see which one performs better. Creating multiple ads gives us the ability to share diverse content that highlights different details on the same event/product. We can then monitor how successful the ads are in their targeted audience sectors and use that information to tailor future posts.

The benefit of these ads appearing on the targeted newsfeeds is that it is the most engaging placement on Facebook.The sole purpose of these posts can be for promotion without taking away from the valuable content on your page.   

How do we use them?

The ads are created under Facebook’s Create Ads tab. We suggest taking some time to go peak around the campaign creator to see all of the specific filters and features. The name used for Dark Posts is Unpublished Page Posts. The important part when creating the post is to focus on “Who do you want your ads to reach?” Below are images showing just some of the possible ways to target different audiences.

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As you can see there are almost endless categories when creating your targeted post. After choosing the Demographics, Interests, and Behaviors your audience is defined on the right hand side, displaying the potential amount of reach.  

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After we select the audience preference for each targeted ad and we can delegate the budgeting. We are also able to monitor and edit posts based on their performance in reach, engagement, and conversions.

Stay on brand!

It is important to keep messaging unified and on brand. Stay true to the overall voice of the Facebook page to keep the original audience. To get fans engaged and visiting the page the ads still need to be information that they find valuable and entertaining. By following these tactics the ads will be sent to those who are most likely to click on them.  Lastly, there is a large importance in the monitoring of ads. We keep the A/B testing groups organized so that we can better analyse their progress and create more effective ads in the future as the page continues to grow.

AUTHOR BIO

BEACON MEDIA + MARKETING, Beacon

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