This article will cover the capabilities of publishing and engaging on Twitter Dark Posts. These dark posts don’t appear on a brand’s timeline but they can be very useful for promotion. 

What is Twitter Dark Post?

• Dark posts are created when you create ads or use paid promotion. There are no organic dark posts because they remain dark/invisible unless it’s promoted or published to the customer's timeline. If a dark ad post is promoted and then published to the timeline, it is also an organic post. Also, staying true to its name, a dark post is never published but only surfaced as an ad.

• While publishing a tweet you can also publish the post as a Dark Post. To know more about publishing a tweet check out Create and Publish a Tweet.

Why publish Twitter dark posts?

A dark post is an unpublished social post promoted as an ad to a specific audience. It’s a post that cannot be found organically and does not appear on your brand’s timeline. Dark posts can help with split testing, and help prevent your timeline from becoming flooded with promotional posts.

Dark Posts are typically used to create ads that can target multiple audiences while keeping your Twitter feed ad-free. Using Dark Posts, also called unpublished posts, you can create content and target different audiences without publishing the content to your page. By publishing Dark Posts through Sprinklr, you can gather valuable engagement metrics and track analytics in Sprinklr Reporting.

How to identify Twitter Dark Posts in Sprinklr?

• Dark Posts are indicated in Sprinklr with an icon. Comments, Replies, and Posts are treated in Sprinklr just like regular messages and pulled into Columns according to your column configuration.​

• Sprinklr filter - Is Dark Post value set as True implies that the post is dark i.e. it was never published on the Page, but can be accessed via the permalink of the post. 

• Sprinklr filter - Is Dark Post value set as False implies that the post is not a dark post i.e. it was published on the Page and is visible to everyone. This can be used to tag Twitter Dark posts separately.

• You can post Dark Tweets via Rule Engine. In the Rule Engine, you will now have the Twitter Dark Update option, which you can use to post Dark Tweets.