American Experience uses dark posting on Facebook

 

On Friday, American Experience used Facebook “dark posts” to speak directly to a specific audience. “Dark posts” on Facebook allow you to hyper-target content on Facebook (by location, age, gender or language) for more resonance. For this example, Amex’s Carrie Phillips wrote a specific post appealing to Birmingham, Alabama, encouraging fans to attend a “Command and Control” local screening.

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Because Carrie selected this as a “dark” post, it shows up only for a select Facebook audience and does not appear on Command and Control’s timeline or on their fans’ newsfeeds. Because Carrie selected this as an organic dark post, it will only show up for those Alabama fans of the Command and Control page. To reach more fans that might not know about the film or American Experience, Carrie can use Facebook advertising to extend this post outside of the Command & Control fan community.

Dark posting can be a great tool in low-performing markets, by geo-targeting content about your show to that specific town, city or state. The most successful dark posts include a specific message that speaks to that particular audience, and social content (image/video/other) that is unique and relevant to that targeted group. 

(Here’s a great resource from Sprout Social about dark posts.)

 

Carrie published this dark post through Sprinklr, through the Publisher.
screen-shot-2016-09-17-at-11-44-21-amDark posting is available by selecting the “moon” icon in the publisher. To select the target audience, choose the “bullseye” icon (second from the right) to bring up the Audience Restrictions panel, where you can select the age, location, language or gender you want to target exclusively.

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Article by: Tory Starr

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