I know, the name sounds kind of scary. But dark posts aren’t nearly as frightening as they sound. In fact, they can be a huge asset to your business if used properly.

What are Facebook Dark Posts?

Dark posts are Facebook “news-style” ads that don’t appear on your page’s timeline, but do appear on the timeline of your targeted demographic group. You can post several ads, each one targeting a different demographic, without flooding your consumers’ timelines with material. Dark Posts are not just limited to advertisements, they can be posts of any kind.

Why Use Facebook Dark Posts?

Dark posts allow you (the company) to post as many ads (or any other type of material) as you’d like, getting as specific as you’d like, without bombarding your consumers with material, or ostracizing potential customers that may share different ideologies. For example, you could run one ad targeted toward your more liberal consumers and one ad targeted toward your more conservative consumers. Neither post would show up on your company page or timeline. Neither group would be aware of the other ad. Pretty cool, right? Dark posts allow hyper-targeting, A/B testing (revealing which type of advertising works best for your company), and give you more breathing room with the content that you can post (you can advertise as much as you want without your company page consisting of nothing but ads).

How Do Dark Posts Work?

1. Log into your Facebook Ad Manager page and go to the Manage Pages section. Be sure you select the right page.

2. Use Power Editor to create the ad you like. Make sure you check “This post will only be used as an ad” so you don’t accidentally publish it to your wall. Create the ad you want using clever copy and eye-catching images to get your message across.

3. Once you’re ready to publish the ad, submit it and preview it to ensure it looks exactly as you want it to.

4. Now go back to Facebook Ad Manager and create a campaign for each ad. Click “Create Ad” and choose the audience you want. Don’t forget, you will have to pay for these ads.

5. Publish it!