„Dark posts“ are actually nothing new. They first came out on Facebook, and are better known by their other name – unpublished posts.
Brands use them when they don’t want all their followers to see all their content, but specific stuff for a specific set of eyes. They open up tons of possibilities for segmenting your (very) targeted audience (age, gender, profession etc.) so you can launch your beautiful and epic ad without compromising your brand’s publishing cadence.
Dark posts are also a great way to A/B test content strategies, you can do a trial without officially posting content on your brand’s page.
Facebook has been using them since their targeting capabilities were still in the shop.
To keep up with Facebook, Pinterest, Snapchat and Instagram, Twitter introduced the so-called “dark tweet“.
But What are These “Dark Tweets”?
A dark tweet is a tweet no one can see but you and the person you’re sending it to. It comes in handy when you don’t want every bit of your content visible to your followers.
Although dark posts are widely used on Facebook, they aren’t such a well-known thing on Twitter. Basically, they can be used to send (almost completely) private messages to anyone on Twitter.
Samsung Did it “Incognito”
Samsung was the first to pull it of on Twitter. They used this tactic to promote their campaign for the Mobile World Congress held in Barcelona back in 2016. Afterward, Apple gave this tactic a try too…
Apple’s “Under the Radar” Tweets
Apple’s Twitter account has been up since 2011, but it was left inactive until September 2016. They uploaded background photo, along with the profile avatar and the verified company status, ahead of the company’s iPhone event that followed.
They remained faithful to their minimalistic approach by keeping their profile “tweet-free”.
But then, on September 2nd, a tweet started appearing referencing the iPhone event.
They’ve set up a promoted tweet for the event, and it didn’t appear on Apple’s timeline (which means they’re still at 0 official posts).
So, yeah – they tweeted without tweeting.
Plus, the tweet was also designed to trigger an automatic tweet reply to anyone who retweets it, meaning the company has actually tweeted more than 80,000 times.
The number of tweets on their page – still 0.
The HOW and WHY
Before going into HOW, let’s explain the WHY.
Basically, this enables you to send out mention tweets to everyone you want and no one will ever know you’re actually doing this and will think you’re genuinely outreaching just to them. This enables you to receive (in theory) unlimited amounts of traffic.
- Go to your Twitter ads account and choose objective as Twitter engagements
- Skip everything and go to creatives
- Under promoted-only tweets, write the tweet mentioning the person you want to reach out to (you can also add media)
- Click Publish
*This post is written primarily as an informational post and I do not condone or will be able to help you do this – even if you ask me very nicely. 😉
PS: You can always try to ask for help from our wonderful Facebook community.