Running a Facebook page is simple enough, right up until you realise that there are zillions of useful tricks that the professionals use that you’ve never realised were useful. Engagement with your page could be even better if you master a few of them, so here are the details of one of the best tricks laid bare.
Facebook dark posts are a trick social media managers have been using for a while with great results, and it’s high time all the rest of the Facebook page managers out there use them.
And no, they’re nothing to do with Facebook shadow profiles. That’s an entirely different thing.
Why Would You Use Dark Posts?
If you’ve ever wondered how you might send a specific targetted message from your page to one subset of your audience without bothering the rest of your fans, this is the reason you’d want to use dark posts. In brief, they let you create posts that aren’t posted to your timeline, but can still be seen by all the right target audience members.
To expand a little, that means you can set up A/B testing for the text or visuals of a post without spamming your timeline. You could also send several versions of an update to different subsets of people without getting unfollowed by your fans due to over-posting.
Just think, you could post 20 different versions of your update in one day without upsetting anyone. This is quite a powerful thing to be able to do! And don’t forget how powerful Facebook targetting is in comparison with Google.
So How Do You Make A Dark Post?
Obviously, these dark posts are not created in the same way as regular status updates. You’ll need to create each of the updates as an advert using the Power Editor. Head to facebook.com/ads/manage/powereditor and you can get started. Make sure you’re in the “Manage Pages” section and then click on the page you want to use. Then click on “Create Post” to create an unpublished post. Be sure that the radio button for “This post will only be used as an ad” is checked so that the post isn’t published.
Facebook says this feature is also now available through the Ads tab of the Power Editor, so you can try this too if you like.
Now, essentially you are creating an advert from this point on, so be sure to check that the text is perfect, the image is eye-catching and all the rest in order to make your advert convert. You will also need to pay to run the advert. But for now, we just create the posts.
Once you’ve added all the information to the post, click on the “Create Post” button at the bottom to submit it. You can then click on the new line created for that post and preview it as it will look on desktop and mobile.
If it’s all okay, go ahead and upload all your other variations on the post in the same way. Nothing will be published yet.
How Do You Run The Dark Posts?
To actually turn each of these posts into something your fans can see, you’ll need to go to the Facebook ad manager and create a new campaign for each post. Do this by clicking on “Create Ad” and following the prompts to select your audience. We’ve gone through ways to tweak your audience perfectly before, as well as discussing why you see the adverts that you do and how to stop the spam. All of these will help you understand how to target your audience well.
You also may want to organise your adverts into different ad sets according to the promotion or the audience, just to keep things neat. Also, don’t forget to monitor the performance of your adverts and make adjustments accordingly.
Have You Tried Dark Posts?
Have you already tried using dark posts? What made you try it? And how did it go for you?