'Dark Social' is a term coined in 2012 to describe the (almost) untraceable side of web traffic. This includes direct and private streams such as private messaging, word of mouth, email, and SMS.
"38% in the UK and U.S. feel most comfortable sharing content on private messaging apps." GlobalWebIndex
If you are overlooking this element of your online marketing, you are likely to be missing out on opportunities that can no longer be ignored.
Whilst data shows signs of social media usage slowing down, 'safe spaces' made up of smaller groups such as Facebook Messenger, Facebook Groups, WhatsApp and Direct Message on Instagram seem to be thriving. These spaces enable trust for direct conversation and opportunity to get to know your consumer directly.
Looking to integrate 'Dark Social' into your marketing strategy?
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