What they are and how to make Dark Posts on Facebook – WAU
Producing more accurate and efficient ads is the dream of anyone who deals with Facebook campaigns. For that, it is necessary to know the resources and tools available on the platform, and one of them is the dark post, which makes your publications more segmented and accurate.
The digital age has changed the way we behave and, consequently, changed the way companies advertise their products and services. Currently, social networks are the main channels of communication between brands and consumers.
In London, this data is even more expressive: studies indicate that 96.2% of internet users are on any social network. In view of this scenario, it is necessary to know in depth the operation of these platforms and use them in the best possible way to obtain the highlight desired by your brand.
Facebook, for example, is an excellent marketing tool for companies and has several features to make digital marketing strategies even more efficient. Within the possibilities of advertising on the platform, the dark post is a great option to further target your campaigns.
How about, then, knowing more about this Facebook feature that allows your actions to become even more effective? To do this, just continue reading! Follow us to get all your doubts about what dark posts are, how to apply them in your strategies and, of course, tips to get better results. Come on?
How important is customization?
Before we go into the advantages and reasons of using the dark post on Facebook, it is important to understand the impact of personalizing your campaigns. It must be borne in mind that consumers are increasingly demanding and demand a closer and personalized communication.
In order to stand out in such a competitive market, and to be able to attract customers’ attention and resources more efficiently, personalization is a fundamental element of your strategy.
The goal is to ensure that each ad will be targeted exactly to the audience or persona who can, in fact, consume that service or product.
Not surprisingly, surveys indicate that 61% of users prefer to see ads relevant to their particular interests. Another 45% believe that campaigns tailored to them are more interesting than random ads. Thus, by investing in personalization techniques, your planning becomes more efficient.
After all, what would be the point of advertising, for example, women’s shoes for a 26-year-old single man? In that case, the only result would be to generate waste for your company and, perhaps, an angry user.
That is why it is so important to use the resources available on ad platforms, such as the dark post on Facebook, to make your campaigns more accurate.
What is a dark post on Facebook?
When making an announcement on Facebook, you can choose between an existing publication to be disseminated, or create a new campaign. When you choose the second option, you are automatically creating a dark post.
In other words, a publication intended only for a targeted audience and which will not appear on the timeline of your page on the social network for other users.
Instead of creating content with small differences, but very repetitive, and filling your page with similar posts, with the dark post, you can create more targeted and personalized publications. Like this, only those who really have a chance of being converted are impacted by the ad.
Not least because the same study we mentioned earlier indicates that 70% of Internet users see the same ad many times, a frequency of excessive publications and that, for customers, is not seen as something positive.
In other words, it is necessary to find a balance and make sure that your potential customers are impacted only with what is really useful to convince them. In this way, you can achieve greater and better segmentation of your campaigns.
Do you want to promote a course on Google Adwords in Rio de Janeiro, for example, but that will also be held in Belo Horizonte?
The solution is to use the dark post to target the correct ad to users in each of these cities. Again, what is the point of impacting the customer with the campaign for the course in another location?
The dark post on Facebook is thus a way to further segment your campaigns on the social network, by increasing the impact of your strategies and, consequently, generating better results for the business.
It is important to note that, in another social network widely used by users on the internet, Instagram, all ads were on the same model as dark posts. However, it is now possible to use publications from your profile to publicize your campaigns.
What are the advantages of using this strategy?
In digital marketing, you have to be very careful with excesses. When running a campaign, you must target a specific audience. Reaching few people is undoubtedly bad for your business, however, impacting more than necessary is also not good. But how come “more than necessary”?
Bombarded by diverse information and more ads every day, consumers filter the content that is or is not of interest to them. For this reason, posts that appear constantly in your news feeds and that have nothing to do with your profile or behavior can annoy these users.
That is, instead of serving to promote a product or service, the ad negatively interferes with the image of your company. The user can, for example, start associating his brand with campaigns that are not of interest to him and pollute his pages, which is bad for the digital reputation of his business.
With the dark post on Facebook, you reduce the chances of this happening. After all, this feature allows you to further target your campaigns, either by region, or by age or even behavior.
So, if you are looking to create ads with a greater impact on the customer and that generate more results for your company, the dark post is an excellent solution.
Even if your business has a national scope, some of your strategic planning campaigns are certainly aimed at one region or another. That way, you guarantee that only the specific audience – and really interested in that ad – will be impacted, increasing your chances of conversion.
What to do to use the dark post in your campaigns?
Despite being an extremely important resource, the dark post on Facebook is very simple to put into practice.
Just have an active ad account and be a manager or editor of a page on the social network. So that you don’t have any doubts, we made a step by step for you to create your dark post. Check out!
To create your dark post, you need to access Ad Manager account, which can be done by clicking the button Create Ad, located in the right column of your page, or accessing here.
Then, choose the purpose of your campaign, which, to become a dark post, needs to be Boost Your Publications. Just name your publication and click Continue.
Now is the time to define your campaign targeting. That is, choose which users will be impacted by that ad.
Facebook offers some customization possibilities, which can be gender, age, location or interests, for example.
Then it’s time for definition of budget and duration for this campaign. Fill in according to your schedule and proceed to the next page.
The last step to create your dark post on Facebook is to select between Create new ad or Use existing publication. Click on the first option, define the content to be published, and that’s it: your dark post is created!
Remember, however, that using the dark post is not enough for your campaign to be a success. After all, targeting is just one way to make ads more accurate and efficient, but the quality of content is also critical so that you get the best possible returns.
To succeed in a world increasingly inserted in digital transformation, it is necessary to understand how the tools work and what are the benefits of using certain resources.
The dark post is an example of this, a basic and very simple function to put into practice and capable of positively impacting your digital marketing strategy, ensuring more conversions for the business.
Now that you understand better what it is and the advantages of using the dark post in your strategies, how about learning to invest in Facebook ads? To do so, just download our practical guide to create a campaign and, thus, increase your audience and generate positive results for your company!