![]() ![]() ![]() If 80% seems high, we’re on the same page, so let’s see what else there is.įor The Atlantic, Madrigal wanted to know a ballpark estimate on dark social shares, and together with their web analytics firm came up with a relatively straightforward way to show how much traffic was falsely attributed to “direct.” Of all the “direct” visitors, they excluded people that landed on the homepage or a category page, essentially leaving only the people reaching a post because they’d gotten the link from somewhere. #analytics Click To Tweet Image via RhythmOneĪccording to RhythmOne data, 84% of shares happen via dark social. More than 80% of all shares are 'dark', meaning they are attributed to the wrong channel. But don’t take out the big red marker just yet. The dark social stats that are being cited in many articles trace back to only one source. Marketing firm RhythmOne says that more than 80% of all shares are “dark.” That would mean you’re basing your advertising dollars on only 20% of what’s actually happening-not a great idea. This is the crux of the matter: how do you produce numbers for something that can’t be measured? Is Dark Social Messing with Your Metrics? If you’re a social media marketer and haven’t heard of dark posts, by all means add this excellent resource to your reading list. ![]() It’s important not to confuse dark social with Facebook’s dark posts. The private nature of these channels makes it near impossible for marketers to find out easily what the source of the traffic is. The term was coined by Alexis Madrigal of The Atlantic in 2012, who then said we’re only seeing-and measuring-the tip of the sharing iceberg. They won’t know where you got the article from, making dark social a form of referral traffic that is attributed to the wrong channel. For the NYT team, that share will come up as “direct,” even though you didn’t type the whole link into your browser. If you go to The New York Times right now, pick any article, and send the URL via Facebook Messenger to one of your friends, you’ve shared it via dark social. The question is: how big is that impact, and how are brands supposed to measure it? What Is Dark Social?ĭark social describes the “invisible” shares that happen through channels like messengers, but also email and text messages. There are great examples on how brands are leveraging this, but the age of messenger communication also comes with a new set of challenges that already have an impact on your brand. ![]() AI-based technologies are bridging the gap between users and brands on a one-to-one basis, offering bots for ordering pizza and settling customer service questions in private. use WhatsApp, and 56.8% use Facebook Messenger. The four most popular messaging apps already have more monthly active users than the four major social networks. According to a recent estimate, 12.1% mobile users in the U.S. The prize: billions of active monthly users, including coveted millennial and Generation Z consumers. Messaging apps continue to be on the rise with no end in sight, and they come with a bunch of new opportunities for marketers. But what is dark social, how does it affect your brand, and how you can measure it? The term “dark social” is kicked around every so often by marketers. ![]()
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