At Bigg, we’re all too aware that marketing trends evolve quickly, and staying ahead of the curve can be a challenge. One topic that deserves more attention in 2025 is dark social. It’s not just a buzzword – it’s a critical piece of the puzzle for understanding how people really engage with your content. If you’re not already thinking about dark social, you could be missing a golden opportunity to learn more about your audience and refine your digital campaigns accordingly.
Dark Social Explained
The term “dark social” was first coined in 2012 by Alexis Madrigal, a former editor of The Atlantic. It refers to the traffic and engagement generated when people share links or content through private, untracked channels. Think WhatsApp messages, Facebook Messenger chats, Slack conversations, emails, or even good old-fashioned word-of-mouth. Unlike public interactions on platforms like Instagram or X, these shares happen out of sight, making them difficult to measure with traditional analytics tools.
For example, imagine you – or our expert content writers – have written a blog post. Someone reads it, loves it, and sends the link to a friend via WhatsApp. That friend clicks on the link and visits your website – but your analytics platform categorises it as ‘direct traffic’ because the source can’t be traced. That’s dark social in action.
Why Dark Social Matters
Dark social might not always be the most visible part of your marketing efforts, but it’s one of the most influential. These unseen interactions – like links shared in private messages or small group chats – can reflect genuine interest and drive significant traffic to your website. Understanding and embracing dark social is key to unlocking deeper insights into how your audience engages with your content. Let’s take a closer look at why dark social matters deserves your attention:
It Reflects Genuine Interest
When someone shares your content privately, it’s often because they truly find it valuable or interesting. These are the kinds of recommendations that carry real weight, often sparking meaningful engagement. Unlike a generic public share, a dark social interaction feels more personal and trusted.
It’s Bigger Than You Think
Dark social is a major driver of web traffic. Past research by RadiumOne suggested that a staggering 84% of what consumers share online actually takes place in dark social spaces. Ignoring this activity means you’re potentially missing insights into a huge segment of your audience.
It’s How People Share Today
As privacy concerns grow and the social media landscape becomes increasingly saturated, people are shifting towards private communication. In the UK, WhatsApp is one of the most popular apps for staying connected, and private groups on platforms like Facebook and Instagram are thriving. In support of this, a 2019 study revealed that 63% of people preferred to receive content and recommendations via dark social channels, rather than public ones. This shift means businesses need to adapt their digital strategies to meet their audience where they’re most active.
It Reaches New Audiences
Dark social can help businesses reach new audiences by leveraging the shift in social media habits toward private, peer-driven interactions. Gen Z, for example, spends more time on social media than any other generation and they often turn to influencers and private channels for recommendations. Older generations, while less active on traditional public platforms, are also driving dark social growth by relying on private spaces like messaging apps or email to share and discuss content.
For businesses, this shift underscores the importance of focusing on these hidden interactions, where authentic conversations and trusted recommendations happen, allowing them to connect with new customer segments through personal, meaningful engagement.
It Provides Valuable Information
Dark social is all about connection. People join private groups or niche forums to share advice, and these conversations are rich with insights. For example, photography enthusiasts often turn to places like Reddit to ask for gear recommendations before making a purchase.
Even though dark social interactions are harder to track, they can reveal what your audience really cares about. A survey conducted in 2021 found that 89% of respondents trust personal referrals and recommendations over other sources. By tapping into these private spaces, you can better understand your audience’s needs and create more relevant content or offers.
Measuring the Impact of Dark Social
Measuring dark social may seem daunting – after all, it’s called dark social for a reason – but there are several practical ways to get started.
Use Urchin Tracking Model (UTM) Parameters
Adding UTM parameters to your links is a great way to track traffic sources. For example, if you’re sharing a promotional link on Instagram Stories or in an email newsletter, UTM tags can help you see how many people clicked. While UTMs won’t solve the entire dark social mystery, they’re an essential tool for pinpointing traffic from specific campaigns.
Create Unique Landing Pages
Dedicated landing pages can make it easier to track specific traffic sources. Let’s say you’re running an Instagram-exclusive promotion. By directing users to a unique landing page, you can measure visits and engagement tied directly to that campaign.
Survey Your Audience
Sometimes the best way to gather insights is to ask directly. A simple question like “How did you hear about us?” during checkout or sign-up can reveal whether dark social played a role. While it won’t cover every scenario, it adds a layer of qualitative data that complements your analytics.
Monitor Traffic Patterns
If you notice a spike in direct traffic after sharing content, it’s a good indicator that dark social is at play. Combine this with UTM data and surveys to build a more complete picture of your audience’s behaviour.
How to Include Dark Social in Your Strategy
Dark social shouldn’t feel like a mystery – it’s an opportunity to deepen your understanding of how people engage with your brand. Here are some practical steps to incorporate it into your digital campaigns.
Prioritise Shareable Content
The more shareable your content, the more likely it is to circulate in private channels. Think visually striking infographics, relatable memes, and content that solves real problems for your audience. For example, a travel agency could create an “Ultimate Packing Checklist” or a “Top 10 Hidden Gems in Italy” guide, which people are likely to share privately via WhatsApp or email to help friends and family planning trips.
Focus on Mobile-Friendly Experiences
Dark social thrives on mobile platforms, so make sure your website and content are optimised for mobile users. From fast loading times to intuitive navigation, a seamless mobile experience encourages users to share your content effortlessly. Recipients are also more likely to have an enjoyable experience while visiting your site, and therefore may be more inclined to explore your offering and even convert.
Leverage Messenger and Chat Features
Platforms like Instagram and Facebook Messenger offer built-in tools that align with dark social. Use features like direct messaging campaigns, broadcast channels, and one-to-one conversations to build stronger connections and drive engagement.
Track and Test Continuously
As dark social evolves, so should your approach. Experiment with different tracking methods, keep an eye on emerging private channels, and regularly evaluate what’s working. By staying flexible, you’ll be better equipped to adapt to changes and seize new opportunities.
The Bigg Approach
At Bigg, we’re all about helping businesses like yours enhance their digital strategy by leveraging every opportunity for growth. As a leading digital marketing agency offering a comprehensive range of services, we’re well-equipped to do whatever it takes to help your business reach new heights in the online space.
Whether it’s crafting smarter digital campaigns, optimising your content for sharing, or fine-tuning your social media strategy, we bring the expertise and creativity needed to make a real impact. No matter where your audience engages – publicly or behind the scenes – we’re here to help you turn insights into action and deliver campaigns that truly resonate.
Ready to take your digital marketing efforts to the next level? Let’s make it happen together. Get in touch with us today and let’s build a smarter, more effective approach to growing your business.
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