How To: Influencer Dark Ads on Meta

You’re probably thinking we’ve lost our calendars and are talking about Halloween posts, right? 

We get it – the term dark post might even sound a little ominous.

Does it refer to hacking Instagram’s algorithm? Maybe we mean casting spells and posting ads in your customers’ dreams…

No, no… We’re not wizards, unfortunately.

The reality is far less dramatic.

Dark posts are something you likely encounter every day while scrolling through platforms like Facebook or Instagram, though you may not realize it. They’re not mysterious – they’re just another advertising tool.

So, What is Dark Posting?

Okay, all jokes aside, it’s time to answer the obvious question: what is dark posting?

A dark post is essentially a paid advertisement that doesn’t appear publicly on the advertiser’s timeline, page, or stories, nor does it show up in the feeds of their followers. So dark basically means hidden in this context.

These posts are crafted to appear only in the feeds of a highly specific target audience chosen by you as the advertizer.

You’ll recognize these posts because they look like regular content but include a “sponsored” label at the top and a clear call-to-action button at the bottom. So, in essence, all Instagram ads are technically dark posts.

While you can create these ads from your brand’s account, there’s an alternative: running them through an influencer’s profile. When done this way, the ad feels more personal, relatable, and authentic, which can significantly increase its effectiveness, sort of like a digital word-of-mouth strategy.

IMO it would be best to incorporate content made by UGC Factory into this blog since we don’t have a CTA written in the text.

IG Dark Post Benefits

Okay, so I can do this from an influencer’s profile. But why would I want to do that?

Well, we’re glad you asked, dear reader! This section is devoted to answering that exact question. Let’s go over the top 4 benefits of an Instagram dark post.

1. More Precise and Effective Targeting

One of the biggest advantages of dark posts is the fact that they let you focus on highly specific groups of people. You can make slightly different versions of the same ad to appeal to different segments of your audience.

For example, you might test the same creative with multiple demographics to see how they respond. Or you could try using different images, captions, or offers for one specific audience. You can even merge content from various influencers into a single ad campaign.

The flexibility that dark posting offers is almost limitless, giving you complete creative freedom to experiment and refine.

2. Perfect for A/B Testing

Speaking of experimenting and refining, dark posts are also incredibly valuable for A/B testing, which involves comparing different versions of an ad to see which performs best.‍

Because you can create variations in your creatives and audiences, you can get clear insights into what works and what doesn’t.‍

This process is perfect if you’re still learning about your target audience or if you’re launching a new product or service and need to define your marketing strategy.

For instance, you might test different headlines, images, or offers across different audiences.

3. Advertise Without Spamming

One of the biggest concerns brands face is the risk of overloading their followers with too many ads, which can lead to frustration or even unfollows. Dark posts solve this problem beautifully.

Because these ads don’t appear on your timeline, your followers or the influencer’s audience won’t see them. This keeps their feeds clutter-free, keeping the organic, authentic feel of their social media experience.‍

At the same time, your brand’s page and the influencer’s profile stay clean and focused on original content. You can run as many ads as you need without worrying about appearing spammy.

It’s a win-win for both your brand and your followers.

4. Enhance Your Regular Content

Dark posts aren’t just a tool for running ads – they’re also a great way to gather insights that can help you with your overall marketing strategy.

Once you’ve run your ads and analyzed the results, you’ll know which creatives resonated most with your target audience and which ones fell flat. You’ll also learn which audience segments are most engaged and responsive.‍

Armed with this information, you can create better regular content for your brand’s page. Your posts will bring more engagement, your messaging will be more effective, and your overall advertising strategy will be sharper.

How to Create an Instagram Dark Posts

Instagram dark posts give you a variety of creative formats and targeting options to help you hit your advertising targets.

For your ads, you can choose to feature:

• A single photo,
• A single video,
• A carousel with multiple images or videos,
• Stories.

As we mentioned earlier, the beauty of dark posting lies in its flexibility. You can tweak and tailor the content to match different audiences. For example, you can customize influencer-created content to appeal to specific groups and use it to support A/B testing.

When it comes to targeting, the possibilities are endless. You can narrow down your audience by factors like:

• Location,
• Gender,
• Age,
• Interests,
• And more.

You can even target “lookalike” audiences – those are new users who share similar characteristics with your current followers or customers. These lookalike groups are based on users who actively engage with the influencer you choose to partner with, which means they fit in with your target audience.

Tips for Making Dark Posts More Effective

Now that you know what an IG dark post is and how helpful it can really be, let’s take a look at some best practices that are good to know before posting. Here are our best bits of advice:

1. Use Social Proof

Dark posts thrive on social proof because they come from authentic, relatable sources like influencers. These posts naturally attract likes, comments, and shares – AKA engagement.

Use this as an opportunity to actively participate in conversations. Responding to comments and answering questions can help your brand build trust, since they’re not hearing just from the brand.

2. Align Content with Audience Preferences

Make sure that the content of your dark post resonates with the specific audience 

you’re targeting. This includes tone, language, visuals, and values that align with their interests and needs.

It’s simple – if your audience feels understood and represented in your ad, they’re much more likely to turn into customers.

3. Optimize the CTA

The call-to-action is one of if not the most critical element of any ad – dark posts included.

You’ll want to make sure it’s clear and made specifically to help the ad’s goal – whether that’s driving traffic, generating leads, or boosting sales.

The best way to go about it is to experiment with different CTAs during A/B testing to see which ones work best with your audience.

4. Test and Iterate

We already talked about how A/B testing is essential for identifying what works best in your dark posts. You can test various elements such as headlines, visuals, offers, and CTAs and then use the insights gained to refine your strategy and make better ads.

5. Make the Content Relatable

‍The more authentic and relatable the ad, the more likely it is to engage viewers.

Partnering with influencers who genuinely align with your brand’s tone and values can help make the content feel natural.

This isn’t reflected just in the words you write or the visual elements you include but in the messaging as well.

For example, if you’re selling goods made from recycled materials, you’ll want to find an influencer who also cares about sustainability and uses their platform to raise awareness.

6. Keep Your Branding Subtle

Although it’s important to maintain brand recognition, dark posts work best when they don’t feel like traditional ads. Avoid being too salesy, and let the influencer or content focus on storytelling and value.

They know their audience best. Use that knowledge and let them combine their usual style with subtle branding.

Influencer Dark Ads: Key Takeaways

• Dark posts are targeted Instagram ads that don’t appear on your or an influencer’s public timeline, keeping feeds clean and uncluttered,
• They let you target specific groups, including "lookalike" audiences, by creating content to cater to specific demographics based on age, location, or interests,
• This is a very flexible ad format that can take the shape of single photos, videos, carousels, and stories,
• A/B testing with dark posts lets you refine your content, optimize CTAs, and get insights to better understand your audience,
• You can partner with influencers so your ads feel less promotional and more relatable and authentic, which will help you build trust and engagement.