Dark Social: The Invisible Social Media
What is Dark Social? 🥷 Dark social refers to the distribution of content via private channels such as messengers, chats and email, outside of publicly visible social networks.
Invisible Traffic 👻 Many recommendations and links reach users via dark social, but are hardly traceable in analysis tools and make it difficult to measure success.
Trust and Intimacy 🤝 Content shared via dark social is often more trusted as it is shared directly and personally in a private setting and does not come across as advertising.
The Future of Marketing 🕵️ As more and more communication takes place behind the scenes, marketing needs to find creative ways to utilise dark social for its own strategies.
Making Dark Social Marketing Visible
Understanding Invisible Paths 🌑 Dark social marketing requires truly creative solutions to better capture and interpret private shares via messenger or email or otherwise.
Optimise Tracking 📊 Short links, individual codes or special landing pages help to make the origin of traffic from dark social visible and usable in online marketing.
Content for Chats 💬 On top of that, content should be designed in such a way that it is particularly easy to share and is especially relevant in a private context.
Utilise Communities 🤝 Brands should specifically build communities that organically share content on dark social channels to specifically build a high level of trust.