Dark Post
A targeted advertisement visible only to its intended audience.
Short answer
What is Dark Post?
A dark post is a paid social advertisement that appears in target users’ feeds without being published on the advertiser’s public page, making it invisible to anyone outside the target audience.
Definition
A dark post is a paid social advertisement that appears in target users’ feeds without being published on the advertiser’s public page, making it invisible to anyone outside the target audience.
Why It Matters
Dark posts enable message targeting that cannot be publicly scrutinised, which is precisely why platform political ad libraries and disclosure requirements exist. Campaigns should assume every targeted message will eventually be seen by everyone.
Example in Indian Elections
Compliant political advertising is disclosed and logged in platform ad libraries, so targeted messages remain consistent with the campaign’s public position.
Related Terms
- Social ListeningContinuous monitoring of online conversation about a campaign.
- AstroturfingFaking grassroots support through inauthentic accounts or paid activity.
- MisinformationFalse information circulating regardless of intent to deceive.
- Opt-In ConsentAffirmative permission from a person before contacting them.
- Polling BoothThe individual polling station where a defined group of voters casts their votes.
- Form 20The statutory ECI document publishing booth-wise vote counts after a poll.