Dark social isn’t a new phenomenon; in fact, it’s been around for more than a decade. However, it still seems to be a major buzzword among marketers everywhere.
Whether you see it pop up in your LinkedIn, Facebook, or TikTok feed, all your marketing mates seem to be talking about it. But hang on just a second: What exactly is dark social, why does it matter for your business, and how can you harness its potential in your digital strategy?
What is dark social?
The term 'dark social' refers to website traffic and content shares that occur over email, text or messenger apps that traditional measurement platforms and software cannot accurately track. For example, if you love this article, copy the URL and share it with your work team via Slack, you’d be participating in dark social.
As the name implies, dark social leaves marketers in the dark about where viewers are coming from, which could lead to the wrong channel being attributed for referring traffic. But the term was first coined in 2012 by Alexis C. Madrigal of multi-platform publisher The Atlantic - so why is everyone paying attention now? The answer lies in the growing recognition that a significant portion of valuable website traffic comes through these invisible channels, making dark social analytics a critical component of any comprehensive marketing strategy.
Understanding dark social's impact on marketing measurement
In her initial article on dark social in 2012, Alexis reported that 56.5% of The Atlantic’s shares were happening in the dark and, thus, not correctly measured. Time has not made much difference to this dark social metric issue either, with recent studies showing that up to 84% of shares still occurring via dark social.
Why is this such a big issue?
Let’s break it down: These stats mean that marketers make their budgeting and advertising decisions without having visibility of somewhere between 56 and 84% of their data. With b2b marketing budgets still lagging behind pre-pandemic numbers, marketers are looking for ways to measure and leverage dark social media's potential rather than make it a hindrance.
Unlocking dark social analytics
Marketing journalist Andrew Watt says b2b businesses “can only make informed decisions about where to spend [their] budget if [they] know what’s working and what isn’t.”
Many b2b marketers believe that all of the valuable information hidden in dark social data can help them allocate their clients’ budgets more appropriately and could be the key to b2b success. Let's explore the most effective strategies and tools that can be used to begin measuring dark social data:
1. Make sharing your content easier
Most sharing that contributes to dark social media occurs from copying and pasting links, so why not eliminate the need for this altogether? By introducing a broader spectrum of sharing options on your content, such as Slack and WhatsApp sharing links, you are providing a simpler sharing option that would bring traditional dark social participants into the light.
2. Add unique UTM codes to links across various platforms
UTM codes allow Google to track links more easily and where they are shared. Using UTMS across various platforms gives you a greater chance of seeing accurate data, reducing the percentage of dark social data you would normally see. Create a comprehensive UTM strategy that includes campaign-specific parameters for each channel, enabling you to identify traffic sources even when links are shared as dark social.
3. Introduce a “How did you hear about us” field to your forms
When a potential consumer reaches the point of conversion, you want to know exactly where they came from and how they got there. The ‘How did you hear about us’ form field is an undervalued and underused tool that has the potential to confirm and dictate where best to spend your marketing budget. This qualitative data collection method can reveal dark social referrals that analytics platforms miss, providing critical insights into high-value but typically invisible traffic sources.
4. Start using more non-traditional social tracking tools
Where traditional analytic trackers may struggle to determine dark social data, some emerging platforms are turning the spotlight on dark social. Analytic platforms such as GetSocial and ShareThis are on the cutting edge of dark social tracking, amongst others. These specialised tools use advanced attribution models and cookie-less tracking technologies to identify previously untraceable traffic sources, giving you a more complete picture of your marketing effectiveness.
5. Create branded short links for better attribution
Another effective tactic is implementing branded short links that are memorable and trackable. When users share these links through private channels, you'll still maintain visibility into their performance. Tools like Bitly Enterprise or Rebrandly allow you to create custom short domains that reinforce your brand while providing valuable tracking data.
While these methods can certainly provide greater success in the b2b marketing space by shining a light where light has never been before, there is still so much to learn about dark social, and we’re sure that this year, there will be many more tricks uncovered to maximise dark social for your business.
The future of dark social
As privacy concerns continue to grow and third-party cookies become increasingly restricted, understanding private sharing channels will be crucial for marketing success. Forward-thinking b2b companies are already combining the tactical approaches above with broader content strategies designed to encourage sharing across all channels.
Are you ready to unlock the potential of dark social? Start implementing these strategies today and transform this marketing blind spot into your competitive advantage.
Brand chemistry is a b2b content marketing agency that turns your brand’s narrative into an irresistible lead magnet. Our strategic alchemy transforms content into a powerful growth engine.