Where is it used?

Dark posts are used on major social media platforms that support advertising, including:

• Facebook

• Instagram

• LinkedIn

• Twitter (X)

These platforms provide tools like Ads Manager that allow brands to create, manage, and track these dark post campaigns.

When to use it?

Use dark posts in the following scenarios:

• A/B testing different creatives, messages, or audience groups without cluttering the influencer’s feed.

• When targeting a very specific segment of the influencer’s audience—or even an audience outside their followers.

• For promotions or calls to action that aren’t relevant to the influencer’s entire audience.

• When the ad content doesn’t align with the influencer’s organic aesthetic.

• To promote sensitive or controversial content discreetly.

How to use it?

• Brands collaborate with influencers to create the ad content (copy, visuals, etc.).

• The ad is published via the influencer’s account or a business account where the influencer is granted permissions.

• Platforms like Facebook or Instagram Ads Manager are used to set:

1. Target audience (demographics, interests, behaviors, etc.)

2. Budget and schedule

• The post appears with a “Sponsored” tag under the influencer’s name.

• Performance is tracked using the platform’s analytics tools for ongoing optimization.

Why do we need it?

• To reach highly specific audience segments more likely to engage or convert.

• Allows flexibility in messaging and creative variation.

• Offers a non-intrusive way to advertise without affecting the influencer’s public feed.

• Enables data-driven decisions through A/B testing and performance analytics.

• Helps brands maintain control over ad delivery while leveraging the influencer’s credibility and reach.