A dark post is different from dark social. Dark post is an unpublished social post promoted as an ad to a specific audience. It’s a post that cannot be found organically and does not appear on your brand’s timeline. Dark posts can help with split testing, and help prevent your timeline from becoming flooded with promotional posts.

While the term “dark post” may make this content seem secretive, remember that any user can now look up all of your Facebook ads through the Page Transparency feature.