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How to create a dark post and monitor it

If you want to reach defined audiences with targeted content, organic posts might not be enough. We’re shedding light on dark posts to help you use them wisely in your social media strategy.


What are dark posts

Dark posts are posts with ads that will not appear on your page's timeline, and won't get any organic distribution but only paid and viral. The primary use case for creating dark posts is to reach very specific target groups with highly relevant messages, that are not interesting to the whole fan base, e.g. promoting offers to a certain group of fans who often buy this product.

Before dark posts, Facebook pages that wanted to test post content would have to blast messages out to their entire fan base. Most page managers were naturally averse to doing this. When you’ve carefully built your page population, the last thing you want to do is spam them or give them a reason to unlike your page. Dark posts can help you understand which messages your fans react positively to, as you can post different messages to different groups within your community.


How to create a dark post

To create a dark post, you only need to have an active ad set (with an Ads label) in the Komfo Ad Manager. Once you have that, you can simply compose your post from the Publish section and check the box 'Dark post'.




Next, click on 'Apply advertising'.




A pop-up opens. Select the 'Ads label' you want to use by clicking the 'Labels field' and 'Apply advertising'. 




The comments, replies, and likes on your dark post are all gathered and shown in Monitor, just like your normal posts. Dark posts are marked a little differently in Monitor. They use stripes so that you can easily recognize them. 



In the content planner, dark posts appear gray, rather than blue - as regular posts, for an easy overview of published and scheduled posts. 




When you scroll over the post, you can see more details about it. 



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