Facebook now allows pages to make ‘unpublished’ posts to test creative options

Facebook recently added an option for pages to make “unpublished” posts through the Pages API. Unpublished posts, also known as “dark posts,” do not appear on a page’s Timeline or in fans’ News Feeds, but they can be promoted with ads.

Facebook ad and page management platforms can integrate this feature to help page owners test different creative options. Previously, page owners using the self-serve ad tool or Ads API could not run page-post ads without creating a post that would also show up in fans’ feeds. Now, for instance, a business can target non-fans with an ad that includes an intro video that might not be relevant to users who have already Liked the page.

The feature might also be useful for testing copy for potential posts. For example, a page can create a few unpublished posts and then turn them into ad units. Based on the response, page owners can decide which variation to ultimately publish to all fans or put more ad dollars against. Pages could also use this as a way to reach different segments of their audience with different messages, whether its promoting different posts for men and women or promoting certain content based on specific interests.

Premium advertisers — those working directly with Facebook to run ads on the homepage — have had the option to make page-post ads without publishing them to their page since February if not earlier. Including the unpublished posts feature in the API will give third-party ad providers and page management companies the opportunity to better serve brands and other page owners that are looking for ways to optimize their social media efforts.

Hat tip to David Turner, of PageLever, for pointing out this addition to the Pages API.

Social Media 101

Mediabistro Course

Social Media 101

Get hands-on social media training for beginners! Starting November 10, hear from our expert speakers on the  best practices for getting set up on the major social media platforms, how to create meaningful content, and engage with your audience across sites. Register now!

 

Leave a Reply

3 Responses to “Facebook now allows pages to make ‘unpublished’ posts to test creative options”

  1. Facebook Allows Pages To Test Ad Options Without Publishing Posts - AllFacebook says:

    [...] blog Inside Facebook reported, on a tip from PageLever’s David Turner, that page administrators can use the new [...]

  2. Another Advertising Option For Facebook’s News Feed: Unpublished Posts - AllFacebook says:

    [...] News Feed, with sister blog Inside Facebook reporting that unpublished posts, also referred to as dark posts, were added to News Feed last [...]

  3. Unpublished Posts Can Now Be Created Via Facebook Page Composer - AllFacebook says:

    [...] page administrators can now create unpublished posts, also known as dark posts, directly via the social network’s page [...]

Get the latest news in your inbox
interested in advertising with inside facebook?

Social Media Jobs
of the Day

Account Executive- Healthcare PR and Social Media

Berry & Company Public Relations
New York, NY

Online Social Media Manager

WellPoint
Chicago, IL

Assistant Professor in Publishing

Emerson College
Boston, MA

Multimedia Specialist/Social Media Manager

Ohio Northern University
Ada, OH

Social Media Manager

The Culinary Institute of America
Poughkeepsie, NY

Featured Company

Join leading companies like this one and recruit from the nation's top media job seekers on the Mediabistro Job Board. Every job post comes with our satisfaction guarantee. Learn More
 

Our Sponsors

Mediabistro A division of Prometheus Global Media home | site map | advertising/sponsorships | careers | contact us | help courses | browse jobs | freelancers | content | member benefits | reprints & permissions terms of use | privacy policy Copyright © 2014 Mediabistro Inc. call (212) 389-2000 or email us