How brands can use dark social in their marketing campaigns

While social media analytics are easily trackable, a huge amount of sharing traffic is ‘dark’ and shared person to person.

Any brand marketing plan written at some point in the past ten years will have strategies for, at the very least, how to incorporate social media – if not making it a central pillar of activity.

Far fewer marketers, however, are talking about developing strategies to incorporate ‘dark social’ into campaigns. Yet recently shows that of more than 3,000 internet users aged 16 to 64 in the UK and US, 63% share content via private messaging apps like Facebook Messenger, WhatsApp and Snapchat. This compares to 54% sharing on open social media platforms, 51% using word of mouth. Other dark channels also have significant sharing levels, including SMS (48%) and email (47%).

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