Dark / Ghost post: when and why to use it?

1. What is a dark post?

A dark post (Meta or TikTok) is an advertisement created specifically for a campaign and which does not appear publicly on your profile or page. Unlike a classic post, it's invisible to your subscribers your feed, except those directly targeted by the campaign.

It's often used to test or target specific audiences without impacting your organic content.

2. When should you use a dark post?

To test multiple ad contents (A/B Test): You can create several variations of a campaign (images, videos, text) and analyze which ones work best without cluttering up your public profile.

To target specific audiences: If you want to tailor your message to a specific audience (for example, different age groups or areas), a dark post is ideal.

To avoid confusion with your organic posts: If the content of your campaign differs from your usual editorial line, the dark post lets you promote it without making it public on your page.

For international or multilingual campaigns: Create country- or language-specific versions without flooding your profile with multiple publications.

For temporary or specific promotions: If you're proposing a limited offer or targeting a particular event, the dark post is perfect for targeted, temporary visibility.

3. How do I create a dark post with Ctrl+Reach?

• In the “Create a campaign” tab, select the desired objective.

• Configure your targeting and advertising settings.

• In the “Content” section, select the “Dark Post” option, then “Import content”.
• Upload the video or image you wish to use.
• Add a caption

• Launch the campaign: your dark post will be visible only for the targeted audience.

Updated on: 10/07/2025