Social in 2017: What the rise of 'dark social' and chat apps means for marketers


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The time spent using social media channels is increasing, but the platforms used are increasingly closed or private rather than open or transparent to marketers.

Toolkit 2017

This article is part of Toolkit 2017, Warc's guide to six trends for the year ahead, produced in association with Deloitte Digital.

The rise of chat or mobile-focused messenger apps such as Whatsapp, Facebook Messenger, Line and WeChat is fuelling the rise of 'dark social'. This refers to social conversations that are private and 'invisible' to the outside world – and hence have less potential for marketers to monitor, advertise or buy their way into conversations with potential customers.