Dark Post
01 Definition
Dark Post meaning: A targeted paid social ad that does not appear on the advertiser's public profile or feed.
A dark post is a paid social ad shown only to a targeted audience, without being published to the advertiser's public timeline or followers. Brands use dark posts to test many versions and tailor messages to different segments without cluttering their profile. They are legitimate ad formats, though the same disclosure rules apply.
Also called
Why it matters
How Dark Post fits the work
Dark posts let marketers run many tailored ad variations to different audiences at once without flooding their public feed, which supports precise testing and targeting.
In context
The team ran five dark post variations to different age groups, keeping the brand's public feed clean while comparing which headline drove the lowest cost per lead.
Practical note
Dark posts are not visible on the public profile, which limits transparency. Paid dark posts still require proper ad disclosure and must follow platform advertising policies.