What is the dark social?
Dark social is the term used to describe the sharing of content through private channels that aren’t visible to marketers or analytics tools. For example, when you share a link via WhatsApp or email, that’s dark social in action. It’s content being passed around in spaces like personal messages, group chats, or direct messages on social media.
The reason it’s called “dark“ is that marketers can’t track these interactions through standard tools like Google Analytics 4.
It’s like the sharing happens behind closed doors, making it hard to measure. Yet, despite this challenge, dark social has become a huge part of how people interact with content online.
What does dark social mean for marketing?
For marketers, dark social can be both an opportunity and a challenge. Here’s why:
While most businesses rely on social media platforms to track public posts, dark social makes it difficult to measure the true impact of content being shared privately. This can mean missed opportunities in terms of tracking how traffic is flowing and where conversions are happening.
But there’s a silver lining. Since dark social shares are typically more personal and authentic, they tend to generate a higher level of trust. When someone shares content privately, it’s more likely to be trusted by the person receiving it. As a marketer, this can mean more loyal customers and stronger relationships with your audience. Think of it as a social proof from trusted sources.
How do you track dark social traffic?
Tracking dark social traffic is tricky, but it’s not impossible. Here are a few methods you can use to get a better understanding of this hidden traffic:
- Use UTM Parameters: Adding tracking codes to your links allows you to track how often they are clicked, even if they are shared privately. (To know more about UTM parameters, check out our detailed guide here!)
- Shortened Links: Certain third party tools let you create shortened links that can be tracked. These are especially useful for links shared in private messages or emails.
- Ask Your Audience: Sometimes the simplest method is asking. In feedback forms or surveys, ask your audience how they found out about your content. This can provide valuable insights into the role dark social plays in driving traffic to your site.
By using these methods, you can start measuring the influence dark social has on your marketing efforts and adjust your strategies accordingly.
What are the strategies to leverage dark social for your business?
You might not be able to track all dark social interactions, but there are a few strategies you can use to leverage it for your business:
Create exclusive & high-quality content
Offer special deals or content that can be shared only in private spaces. This creates a sense of exclusivity, encouraging more sharing.
Make content shareable
Ensure your content is easy to share through private channels like WhatsApp or email. The easier it is to share, the more likely your audience is to spread the word.
Use UTM links
While it’s hard to measure dark social directly, UTM parameters can help you track traffic sources more effectively, even if the link was shared privately.
Conclusion
Dark social might seem mysterious, but it’s not something to fear. Instead, as a marketer, you should embrace it as a powerful tool in your marketing strategy. By understanding how dark social works, why it matters, and how to track it, you can start using it to build stronger relationships with your audience, increase brand loyalty, and ultimately drive more conversions.
