Dark social is the term that describes the private sharing of content and links through messengers or email. It’s called dark social because marketers can’t see how people interact with the content.
Once someone shares a link through private channels, it leaves the marketers’ radar. We can’t see impressions or views. Things can go viral without us knowing.
Dark social plays a huge role in how people discover companies and content. It’s private, intimate, and driven by personal connections.
Understanding dark social can be challenging. But you can use it to develop new creative ways to boost your reach and build brand awareness.