Since dark posts don’t appear on your Page wall, you can test different ad creatives (headlines, copy, photography, etc.) without exhausting your followers. In most cases, Facebook can automatically optimize towards the combinations that are resonating most with your audience--which brings down costs and delivers the most relevant content to your audience.
With dark posts, you can also A/B test different audience targeting--based on age, interests, and geographic locations, and other key demographics--to determine who your content is most relevant to (and who is most cost effective to reach, if that’s a priority for you).
Social media promotion best practices
- Use dark posting rather than organic page posts - Dark posting is a more cost effective way to reach your audience and provides better analytics and audience insights. It also allows you to perform A/B testing for your ads.
- Try a “winner takes all” optimization approach - You’ll be able to put more budget behind the stories that are resonating with your audience most.
- Choose a campaign objective that aligns with your overall marketing goals and budget - For instance, a small brand looking to get their name out there could benefit from an impression campaign to start. Facebook provides a wealth of information for helping you determine your advertising goals.
- Leverage the audience insights from previous promotions when starting a new campaign - Digging into past campaigns determine which demographic and geographic targets performed the best can help drive more cost-effective results moving forward.
- Consider experimenting with Lookalike audiences - Once your website and social account have developed a steady following, you can create automated Lookalike audiences to target more people who are similar to those already engaged with your content. Facebook provides a wealth of information about the different ways to create and leverage Lookalike audiences.