Here's a great little throwback fact: When Facebook advertising first began, the only way you could target by interests, locations, etc. was through dark posts. Now, those features are available with every ad. So what are dark posts in 2017?

Dark posts, or "unpublished posts," as Facebook calls them, do not post to your Facebook Page's wall or appear organically in the news feed of your current followers. The perks of dark posting are pretty obvious for big brands and e-commerce Pages, but every advertiser can benefit from experimenting with them too. But if you're new to the Facebook ad game, it can be a little abstract to learn. So, if you're a rookie or just need a refresher (like I sometimes do), let's shine the light back on the benefits of dark posts and how to create them.

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