How to Optimize Your Facebook Dark Posts
Looking for a way to evaluate which versions of your posts perform best?
Facebook dark posts allow you to run and test content without posting that content to your page’s timeline.
In this article, you’ll discover how to use dark post ads to optimize your Facebook content.
#1: Choose a Content Variable to Test
Arguably, the most important part of a successful social media test is to carefully identify and isolate the exact variable you want to test.
Although anyone can look at Facebook Insights to see which posts succeeded, the challenge is determining whether one post succeeded over another because of the image, the post copy, or even the time of day you posted. Each of these is a variable, and no matter how many variables you want to test, you need to test them one at a time.
How do you decide which to test first and which matters most? To begin, identify the content variables you might be able to test. These include:
As you consider this list, think about which variables you actually have control over. For instance, if testing reveals your audience loves high-production videos but you don’t have the budget or capacity to produce them, what’s the point? Instead, begin by testing the variables that you have the most control to change easily. Voice and post copy are likely culprits.
Next, identify which variables you already suspect make a big difference. Many social media and advertising experts say that post copy makes less of a difference than images. After watching your analytics, you may have suspicions about how true this is for your audience.
#2: Pick a Single Metric That Defines Success
After you choose which variable to test, you need to decide what defines success. A simple (and sadly, all-too-common) goal like “engagement” isn’t specific enough. Instead, identify a single metric that’s most important and/or valuable. For example, you might measure shares, comments, or link clicks.
To choose the best metric, think back to your social media strategy. What are you really trying to achieve? Pick the metric that’s most closely tied to your business goals and objectives. For example, if your goal is to increase brand awareness, measuring shares makes sense. If your goal is to grow your email subscriber list, you’ll want to measure clicks on a landing page that shows after a completed s