Dark post
Also called: Unpublished post
An ad that appears in the feeds of a targeted audience but never on the brand's own profile.
Dark posts let a brand test many versions of an ad, or speak to different audiences differently, without filling its page with near-identical posts. Followers who aren't in the target audience never see them.
Facebook and Instagram call them unpublished or ads-only posts, LinkedIn calls them direct sponsored content, and X has promoted-only posts. Meta's Ad Library lets anyone look up the ads a Page is running.
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