1. Target posts accurately to your audience
Posted: Tue Jan 21, 2025 3:53 am
With organically created content, you can reach your target audience as usual, but with dark posts, you can serve ads based on variables such as age, gender, or areas of interest.
Ads are targeted and can even be based on specific keywords, so you know exactly who you can best convince about your product or service. Plus, with this tool you can tailor your ads to the needs, interests, and desires of your target audience while promoting the same product or service.
With this segmentation, you can also reach exactly the right people, especially if you manage to capture the attention of the algorithm, which can begin to prioritize your content, since it will consider it relevant to that specific target audience.
When you perform your analysis, you will notice that a dark posting strategy will end up generating a positive impact on your ROI .
2. Use dark posts for A/B testing
You are probably familiar with the principle of A/B testing. This type of experimental testing is a great analytical tool to determine which content performs best . To do this, you need a reasonably large sample size so that you can draw solid conclusions from your test. You should also consider beforehand what you want to test. It makes sense to test different approaches or communication methods on the same target group or to show the same content to a diverse audience. Think about what best suits your goals in this case.
Kolsquare Insights : A/B testing is also known as split testing.
Do you want to experiment with your ad image, headline, call-to-action button, or text? Make sure that once you decide what you want to change, your content is randomly shown to half of the predetermined users. Evaluate the results of your test based on your KPIs and decide on the “winners.”
3. Perfect your communication strategy
In a relatively young sector like influencer marketing, there is not much testing done yet. This is also relatively difficult, as the social media landscape changes and evolves just as quickly.
A/B testing not only helps you hone your advertising strategy, bu engineering directors email lists t also improves your organic content based on the results . Try two different subject lines, you can use the one with the highest click-through rate for future email marketing campaigns and retest with a new idea if necessary. Think of it like the preliminary and knockout stages of the World Cup. Only those who allow for trial and error can improve in the long run.
4. Avoid saturating the feed with ads
Dark posts help you avoid cluttering your followers’ feeds with ads by allowing you to target your ads only to people who fit specific criteria, such as location, age, gender, interests, and more. Instead of posting the same ad to all of your followers, you can create different versions and target them to different audience groups , reducing the chance of cluttering your feed with irrelevant and repetitive ads.
This strategy can be useful for reaching out to younger generations like millennials or Gen Z who are almost “allergic” to too much direct advertising . They want to be convinced by values and social responsibility and not overwhelmed by ads. Learn more in the Kolsquare guide to marketing to Gen Z.
How to make dark posts on Facebook?
A Facebook dark post is a type of post that targets a specific audience and is not displayed on the company or brand's page . This type of ad can be useful for testing different messages, images, or videos with a specific audience, without compromising the brand's public image.
In 2020, Facebook changed the process and now dark posts are created in a similar way to ads, by entering the platform’s ad manager and selecting “single post” and then you will need to create the post and select “News” in the “Placements” section, unchecking the “Post to Page” option . Keep in mind that the most important thing for the success of this type of ads is that the content is relevant to the selected audience and that it does not invade their timeline.
Ads are targeted and can even be based on specific keywords, so you know exactly who you can best convince about your product or service. Plus, with this tool you can tailor your ads to the needs, interests, and desires of your target audience while promoting the same product or service.
With this segmentation, you can also reach exactly the right people, especially if you manage to capture the attention of the algorithm, which can begin to prioritize your content, since it will consider it relevant to that specific target audience.
When you perform your analysis, you will notice that a dark posting strategy will end up generating a positive impact on your ROI .
2. Use dark posts for A/B testing
You are probably familiar with the principle of A/B testing. This type of experimental testing is a great analytical tool to determine which content performs best . To do this, you need a reasonably large sample size so that you can draw solid conclusions from your test. You should also consider beforehand what you want to test. It makes sense to test different approaches or communication methods on the same target group or to show the same content to a diverse audience. Think about what best suits your goals in this case.
Kolsquare Insights : A/B testing is also known as split testing.
Do you want to experiment with your ad image, headline, call-to-action button, or text? Make sure that once you decide what you want to change, your content is randomly shown to half of the predetermined users. Evaluate the results of your test based on your KPIs and decide on the “winners.”
3. Perfect your communication strategy
In a relatively young sector like influencer marketing, there is not much testing done yet. This is also relatively difficult, as the social media landscape changes and evolves just as quickly.
A/B testing not only helps you hone your advertising strategy, bu engineering directors email lists t also improves your organic content based on the results . Try two different subject lines, you can use the one with the highest click-through rate for future email marketing campaigns and retest with a new idea if necessary. Think of it like the preliminary and knockout stages of the World Cup. Only those who allow for trial and error can improve in the long run.
4. Avoid saturating the feed with ads
Dark posts help you avoid cluttering your followers’ feeds with ads by allowing you to target your ads only to people who fit specific criteria, such as location, age, gender, interests, and more. Instead of posting the same ad to all of your followers, you can create different versions and target them to different audience groups , reducing the chance of cluttering your feed with irrelevant and repetitive ads.
This strategy can be useful for reaching out to younger generations like millennials or Gen Z who are almost “allergic” to too much direct advertising . They want to be convinced by values and social responsibility and not overwhelmed by ads. Learn more in the Kolsquare guide to marketing to Gen Z.
How to make dark posts on Facebook?
A Facebook dark post is a type of post that targets a specific audience and is not displayed on the company or brand's page . This type of ad can be useful for testing different messages, images, or videos with a specific audience, without compromising the brand's public image.
In 2020, Facebook changed the process and now dark posts are created in a similar way to ads, by entering the platform’s ad manager and selecting “single post” and then you will need to create the post and select “News” in the “Placements” section, unchecking the “Post to Page” option . Keep in mind that the most important thing for the success of this type of ads is that the content is relevant to the selected audience and that it does not invade their timeline.