Gary V, a well-known marketer and successful business owner does a great job promoting the use of dark posts in this short video. 4 years ago he predicted that dark posts would be the new best marketing tool and guess what? He was right!
What are dark posts? Dark posts are the sponsored ads on social platforms like Facebook, LinkedIn, Twitter and Instagram. Dark posts are different from organic posts or boosted posts because they do not show up on your feed or your followers feeds. They are sponsored ads that resemble posts but are only visible on the feeds of the targeted market you want them to reach. Dark posts are cheap and EXTREMELY EFFECTIVE. Targeted ads are great for demographics like age, geographic location and gender. But dark posts go even more in depth to target your ideal customers. You can filter almost anything and Facebook collects a whole lot of data on its members.
Each platform has its own name for dark posts:
Facebook: Unpublished post
Twitter: Promoted-only tweets
LinkedIn: Direct sponsored content
Instagram: Unpublished page post
Over 90% of businesses use Facebook ads. That’s a lot! They must work!
Across industries you see about a 0.9% click-through-rate. And from that if the ad is enticing enough a 24% conversion rate! This is huge compared to other channels of lead generation.
So try dark posts for a change and see if they work for your business.
Got questions? Comment below.
Desirae Haluk is passionate about marketing for startups and small businesses. For the last 15 years she has held marketing executive positions for organizations both large and small. She realizes that her true passion is helping establish, grow and evolve startups and small businesses to make them successful and help achieve their goals.