TBWA’s Ryan Jason Paculan and Jean Arboleda believe dark social communities are a great opportunity for brands to develop meaningful connections with Filipino consumers.

Why it matters

Dark social is harder to measure and intercept, which creates barriers for brands to consider. But the high trust and engagement in these communities can provide valuable opportunities for brands if they are authentic and thoughtful in their approach.

Takeaways

• As advertising budgets shrink, targeted and thoughtful direct communication through dark social channels offer brands an opportunity to engage.
• Brands can achieve organic reach on dark social by rethinking the purpose of their...