Dark Social: What is it?
Posted: Wed Dec 04, 2024 8:07 am
Dark Social: definition
This term was coined by Alexis C. Madrigal, editor-in-chief of the American magazine The Atlantic. It refers to the social sharing of content that occurs outside of what can be measured by web analysis tools: an article sent by email, a link shared via instant messaging, a url shared in Direct Message on Twitter… No web analytics tool, for obvious reasons of privacy protection, is capable of measuring and quantifying these shares. Hence the use of the term “dark” to refer to this obscure domain where data is exchanged at high speed and in large numbers but without being measured precisely.
However, it is estimated that 60 to 75% of content sharing (videos, articles, images) on the web is done through dark social!
A very serious study carried out by RadiumOne sheds some light on this subject by providing us with some figures to better understand this phenomenon.
dark social
For example, we learn that 93% of people sharing portugal business email list content on the web use “dark social”
dark social channels - Rollingbox
32% of consumers only share their opinions through “dark social”
rollingbox dark social
Dark Social: Why should advertisers care?
The uses related to this term are much more qualitative than the interactions visible to all on traditional social networks, because they are a matter of personal and authentic interest for the user who shares it with his network of close friends or intimates. A real gold mine for brands and companies!
We will soon be offering you a post on the methods to use to measure interactions on your content shared in “dark social”.
This term was coined by Alexis C. Madrigal, editor-in-chief of the American magazine The Atlantic. It refers to the social sharing of content that occurs outside of what can be measured by web analysis tools: an article sent by email, a link shared via instant messaging, a url shared in Direct Message on Twitter… No web analytics tool, for obvious reasons of privacy protection, is capable of measuring and quantifying these shares. Hence the use of the term “dark” to refer to this obscure domain where data is exchanged at high speed and in large numbers but without being measured precisely.
However, it is estimated that 60 to 75% of content sharing (videos, articles, images) on the web is done through dark social!
A very serious study carried out by RadiumOne sheds some light on this subject by providing us with some figures to better understand this phenomenon.
dark social
For example, we learn that 93% of people sharing portugal business email list content on the web use “dark social”
dark social channels - Rollingbox
32% of consumers only share their opinions through “dark social”
rollingbox dark social
Dark Social: Why should advertisers care?
The uses related to this term are much more qualitative than the interactions visible to all on traditional social networks, because they are a matter of personal and authentic interest for the user who shares it with his network of close friends or intimates. A real gold mine for brands and companies!
We will soon be offering you a post on the methods to use to measure interactions on your content shared in “dark social”.