Browse Definitions :
Definition

dark post

A dark post is an inexpensive sponsored message on a social media website that is not published to the sponsor page timeline and will not display in follower feeds organically. Although dark posts are clearly labeled sponsored, they often appear in contextual formats that make them blend in with organic posts.

The process of buying and placing sponsored messages on social media websites is keyword-driven and relatively inexpensive when compared to other advertising channels. Dark posts, also known as unpublished posts, allow marketers to programmatically target specific demographics and conduct A/B tests without cluttering up their own brand's newsfeed. Platforms that support unpublished posts include Facebook, LinkedIn, Twitter and Pinterest.

Dark posts have become controversial for a number of reasons, including the form's inherent lack of transparency and their alleged use in the distribution of fake news. To combat the abuse of dark posts, Facebook is changing its policy to make it possible for anyone to see which page is paying for a particular ad and what other ads the advertiser is currently running on Facebook. Twitter has announced it is not changing policy, but emphasizes that all sponsored Tweets will continue to be clearly identified as such.

This was last updated in September 2017

Continue Reading About dark post

Networking
Security
CIO
HRSoftware
  • talent pipeline

    A talent pipeline is a pool of candidates who are ready to fill a position.

  • recruitment process outsourcing (RPO)

    Recruitment process outsourcing (RPO) is when an employer turns the responsibility of finding potential job candidates over to a ...

  • human resources (HR) generalist

    A human resources generalist is an HR professional who handles the daily responsibilities of talent management, employee ...

Customer Experience
  • outbound marketing

    Outbound marketing is a traditional form of marketing in which an organization initiates contact with potential customers, or ...

  • churn rate

    Churn rate is a measure of the number of customers or employees who leave a company during a given period.

  • marketing campaign management

    Marketing campaign management is the planning, executing, tracking and analysis of direct marketing campaigns.

Close