Last year, Facebook announced a new feature titled “unpublished” posts that allowed brand managers to create posts that users wouldn’t see … unless they were being marketed to. With these post types, advertisers could then use the post for a sponsored listing within the right-hand sidebar. The new change allows for unpublished or “dark” posts to be much more visible to users.
The new changes allow advertisers to do more than just show within the right hand “ad” side of the Facebook layout. The new ad types can now be pushed directly to the News Feed. This means that a Facebook page can now create a post that no fans will see organically, and then promote the page to a selected advertising audience — directly in their news feed.
This type of post would work well for a variety of means, but mainly for using page post ads for folks not familiar with their products. It will allow brands to create coupons, codes, sales and exclusives that a company doesn’t want to offer existing customers or to create more general updates or geographic updates that can be specifically targeted with the ultra-powerful Page post ads.