10 Jul Why dark posts are an important extension of your influencer campaign
Despite sounding a little ominous, dark posts aren’t as scary as they sound.
In its simplest definition, an influencer dark post is the application of turning their sponsored post into an ad format. The main factor being the ad creative retains the native look and feel of the influencer post, rather than appearing as a sponsored ad from the brand.
Make sense? Probably not. But the below example should help.
So why use dark posts?
An influencer dark post combines the best of three marketing ingredients:
- The creativity of influencer content
- The authenticity of native advertising
- The targeting and optimisation of facebook business manager
Where an influencers organic post is usually limited to their community of followers, a dark posting strategy allows the content to be amplified across other relevant and meaningful social media audiences. This means marketers can now include “native advertising” to their paid social strategy, and allowing influencer content to be automatically optimised to conversions.
This strategy takes your influencer investment to the next level. It enables marketers to implement sequential messaging techniques. You can build audience retargeting segments based on prospective customers interacting with your organic influencer content. You can A/B test influencer ads. You can create lookalike customer profiles for prospecting. By adding these social marketing strategies to your influencer campaigns, measuring and optimising to ROI becomes more accessible.
So if you’re a brand spending money on influencers, and on paid social media ads, then dark posts need to be involved in this marketing mix.