Dark posts are targeted ads on Facebook, Instagram, and other social media. Unlike boosted and organic posts, however, dark posts don’t appear on your timeline. Nor do they show up in the feeds of the people who follow you.
Instead, dark posts show up as sponsored content in the feeds of users you are specifically targeting. They’re not published like organic posts, so they’re more formally known on Facebook as unpublished posts.
A lot of marketers use a combination of boosted posts and dark posts because of their effectiveness in encouraging conversion. A survey from Curalate shows that across all social media channels, 76% of consumers buy products discovered through social media. According to SocialPilot, however, the average reach of an organic Facebook post is at only 5.2% of the page’s total likes, highlighting the need to invest in boosted and dark posts on Facebook to increase reach.