At a glance

Social media is a standard part of most marketing campaigns but less consideration is given to dark social. Brands should harness the power of dark social to build meaningful relationships with consumers.

Why it matters

Research shows that almost two thirds of people share content via private messaging and almost half do so using SMS and email, so dark channels – those shares that show up on web analytics as ‘direct’ – are incredibly important.


  • People are drawn to closed platforms because of the privacy and safety they offer.
  • Therefore, brands need to make sure they have permission to be in dark social spaces, and that their brand activity ties in with their brand purpose.
  • The use of “media dark” platforms is less standardised and can vary a great deal from community to community.