One of the best reasons to be involved with social media marketing is that there’s always something new to learn and explore. Of course, many of our readers will be familiar with the concept of dark posts, whether that’s on Facebook or an alternative platform. But, for those who aren’t, especially those who are still using boosted posts, there’s an opportunity for even better results.
There are certain similarities between boosted posts and their dark counterparts. Both represent paid advertising on the platform to position posts in the feeds of your target audience. However, the critical difference is that dark posts exist as ads and nothing else. They don’t appear on your regular feed, and they don’t go out to people that follow you already – unless they fall into the specified target audience.
Conversely, regular boosted posts involve taking something you’ve already posted to Facebook and paying for further reach. If you’ve experimented with boosted posts already, alongside conventional Facebook advertising, you’ll know that there are nowhere near as many options with the former as the latter. Dark posts represent something of a middle ground, whereby your paid posts benefit from all the flexibility of ads while still appearing in the main feed.
You’ve probably segmented your audience in dozens of ways already. Dark posts enable you to communicate directly with those segments without compromising everyone else. Boosted posts require a more general tone regardless of who you target, as anyone that visits your page will be able to see them. With dark posts, you can target people of certain ages, in specific job roles, or even an exact location. You can use a VPN to emulate their location, too, to see firsthand how your post appears and what other local promotions appear nearby.