Why Dark Social Sharing Isn't Light Years Away — Explained
Dark social sharing has long been a mysterious and elusive phenomenon in the world of social media. It's the term used to describe the sharing of content through private, direct messages, emails, and other private channels, rather than through public platforms like Facebook, Twitter, and LinkedIn. For a long time, it was a bit of a dark horse, hidden from view, and often difficult to measure. But today, we're shining a light on this phenomenon, and exploring why dark social sharing is no longer a distant concept, but a reality that businesses and marketers need to understand.
Dark social sharing refers to the sharing of content through private channels, such as direct messages, emails, and text messages. This type of sharing is different from public sharing, which is visible to everyone on social media platforms. According to a study by Shareaholic, 69% of social sharing happens on private channels, rather than public ones. This means that a significant portion of content sharing is happening outside of the public eye, and it's not just limited to a few rogue individuals.
One of the main reasons why dark social sharing has become so popular is the increasing desire for privacy. With the rise of data breaches and cyber attacks, people are becoming more cautious about what they share online. They're looking for ways to share content with their friends and family without making it public. "People are getting more and more concerned about their online security and privacy," says Brett Todd, a digital marketing expert. "They're looking for ways to share content that's not visible to the public, and that's where dark social comes in."
Another reason why dark social sharing is becoming more prevalent is the rise of messaging apps. Messaging apps like WhatsApp, Facebook Messenger, and WeChat have become incredibly popular, and they're changing the way people share content. "Messaging apps have become the new social media," says Amber Harrison, a social media expert. "People are using them to share content, and to connect with each other in a more private way." With messaging apps, users can share content with a select group of friends, rather than broadcasting it to the world.
So, how can businesses and marketers tap into the power of dark social sharing? One way is to focus on creating high-quality, engaging content that people will want to share privately. This might include behind-the-scenes content, exclusive deals, or personal stories. Businesses can also use messaging apps to connect with their customers and share content in a more private way.
Here are a few examples of businesses that have successfully tapped into the power of dark social sharing:
*
Example 1: Gucci's Private Shopping Experience
Gucci, the luxury fashion brand, has created a private shopping experience for its customers. Using messaging apps, customers can access exclusive deals, and shop in a private, one-on-one setting. This has helped Gucci to create a more intimate relationship with its customers, and to drive sales in a more private way.
*
Example 2: Airbnb's Private Listings
Airbnb, the online travel agency, has created a private listing feature for its users. This allows hosts to list their properties privately, and to connect with potential guests in a more private way. This has helped Airbnb to increase bookings, and to create a more exclusive experience for its users.
*
Benefits of Dark Social Sharing
So, what are the benefits of dark social sharing? Here are a few:
+ Increased engagement: By sharing content in a private, one-on-one setting, businesses can create a more intimate relationship with their customers, and drive engagement in a more meaningful way.
+ Increased sales: Dark social sharing can help businesses to drive sales in a more private way, by creating a sense of exclusivity and scarcity.
+ Increased loyalty: By sharing content in a private, one-on-one setting, businesses can create a sense of loyalty and commitment with their customers, and drive long-term loyalty.
Measuring Dark Social Sharing
So, how can businesses measure the impact of dark social sharing? While it's difficult to track dark social sharing in the same way as public sharing, there are a few metrics that businesses can use to gauge its impact. These include:
*
Engagement metrics
+ Open rates: The percentage of messages that are opened by the recipient.
+ Click-through rates: The percentage of messages that are clicked on by the recipient.
+ Conversion rates: The percentage of messages that result in a sale or other conversion.
*
Share metrics
+ Share rates: The percentage of messages that are shared with others.
+ Retweet rates: The percentage of messages that are retweeted by the recipient.
*
Time-on-site metrics
+ Time spent in-app: The amount of time spent in the messaging app.
+ Time spent in the app: The amount of time spent in the app, across all platforms.
Conclusion
Dark social sharing is no longer a distant concept, but a reality that businesses and marketers need to understand. By creating high-quality, engaging content, and using messaging apps to connect with their customers, businesses can tap into the power of dark social sharing. With the right metrics and strategies in place, businesses can measure the impact of dark social sharing, and drive engagement, sales, and loyalty in a more private way.
