Social media marketing has taken off, and the tools available to brands and influencers have continued to evolve as well. The industry started out with brands analyzing ad performance with screenshots you'd send them. With time, things like a/b testing (aka split testing) on different ad campaigns became the norm. Now, there is ad spend and targeted audiences to put icing on the cake.
In this article we'll define dark posts, one of the newer methods of social media marketing, and explain how and why you should moderate comments on them. It's important to know that dark posts have a lot of different titles. We'll keep our wording consistent in this article, but know that you'll find terms like, "unpublished posts" and "unpublished page posts" from other sources.
This relatively new type of advertising is becoming common practice for brands to run whitelisted content on social media. Dark posts are ads that do not appear as organic posts on your page, or in the news feed of your followers.
How it works: dark posting is a marketing strategy where brands pay for content you've created (content you may never even post on your own social media page) to be seen by thousands of people, saving your page from being inundated with #ad posts, and generating traffic to your profile. Your brand partners have unique targeting options when they create ads like these from your content, and the target audience they select is often similar to your current followers (can you say, "more followers" five time fast?).
Click here for a more in-depth explanation of dark posts.
A successful influencer knows that it’s important to moderate comments and interact with their followers. The same holds true for dark posts. Moderating and responding to comments helps you:
Of course, moderating comments is easier said than done: dark posts aren't organic posts: they don't show up on your feed! So, accessing the post can prove difficult. But have no fear! We’ve put in the work and created a step by step guide for finding your dark posts in the depths of social media, moderating the comments, and reaping the benefits.
If you have a Facebook Business Manager, you can access all Facebook Page dark posts under Page Posts.
That’s it! You now have the steps needed to monitor comments on your dark posts. As we mentioned before, moderating dark post comments is the most effective way to manage negative comments, grow your following and increase your attractiveness to brands!
A quick tip: your brand partner has likely included a CTA (Call to Action) in the ad copy, or a call-to-action button in the post itself. Engaging with users and pushing them to act on that CTA is good practice and makes your brand partner love you even more.
NOTE: While you may get notifications on Facebook/Instagram that will take you directly to the post, we don't recommend relying on these notifications when moderating comments: it's easy for dark post notifications to slip through the cracks/ be buried by organic content notifications.