Unveiling the Power of Dark Social Media: What You Need to Know Now

It's time to talk about dark social media, and no, we're not talking about Darth Vader's Twitter account. We're talking about the power of private channels, known as "dark social" channels. A stark contrast to the "dark web," which has criminal undertones. Dark social means not easily visible yet somewhat accessible channels where people gather and discuss everything from workflows, hacks, study habits, nutrition, cars, and more!?

Unlike public content sharing, such as retweets on Twitter or reposts on LinkedIn, dark social channels offer more privacy and intimacy. Examples include mobile apps like WhatsApp, WeChat, Facebook Messenger, Instagram instant messages, Slack, and Snapchat or traditional channels such as email or text messaging. They allow for more personal conversations and connections that public social media channels can't provide.

The Renaissance of Dance Moms?

One example of the power of dark social media is the unexpected rise of the one-time popular (yet controversial) show Dance Moms. Young viewers discuss the show on private channels like Facebook Messenger Kids, text messages, WhatsApp, and Snapchat.

According to Google Trends, it recently hit an all-time high in interest this year!?

But why??

Dark social channels allow for more intimate conversations and connections by offering privacy that public social media channels can't provide. And when it comes to discussing a show like Dance Moms, which can be polarizing,?private channels provide a safe space for viewers to share their opinions without fear of judgment or backlash.?

Obviously, it's not just kids utilizing dark social channels. Adults are increasingly turning to private channels for all types of conversations. A recent study by Konstruct Digital found that 84% of all outbound sharing from U.S. desktop devices occurs via dark social media.?

Marketers and content creators should take note of the importance of dark social media.?

Fast Facts About Dark Social Media?

• A 2019 study showed that 63% prefer content and recommendations via dark social channels (The Drum ).?
• According to multiple sources, as much as 80% of the social sharing of content happens via dark social media (RadiumOne ,?WNIP ).?
• Messaging apps have 20% more active monthly users than social networks (Business Insider).?

So what does this mean for marketers and content creators??

Attributing success or failure to specific campaigns or strategies in Slack, Teams, Whatsapp, and other private groups is nearly impossible.?We must create relevant, engaging, and shareable content worthy of discussion in dark social. We need to accept that it isn't easy to track the success of these efforts, yet they significantly impact brand awareness and customer loyalty.

It's time to embrace the power of dark social media and harness the power of private channels. Who knows? You might just find that your content goes viral in unexpected places.

Do you want to know more about dark social and how to use it? Let me know your questions in the comments.