More and more people are using private, ‘dark’ social channels to communicate and share content, especially over mobile. For younger generations, they are the channels of choice. Usage will only increase as people eschew sharing personal data and opt for ad free channels with content over which they have control. Dark social being closed makes it hard for marketers to monitor, advertise, engage or buy their way into conversations with consumers. Brands need to consider how to increase engagement in dark social, without being intrusive.
Definition
‘Dark social’ refers to social sharing and private conversations that take place outside of...