Don’t Be Afraid of the Dark Social

What It Is and How to Handle It

“Dark social” might sound ominous—like the title of a thriller or the name of an emo band—but it’s actually something most of us do daily. Imagine reading an article online and thinking of someone who’d love it. Instead of clicking the share button, you copy the URL and send it via email or a private message. That’s dark social in action.

In simple terms, dark social refers to content shared through private channels that don’t use trackable share buttons. This leaves website owners unable to trace how people discovered their content. While it’s great for personal communication, it can frustrate marketers trying to measure the effectiveness of their strategies.

Why Dark Social is Growing

Dark social isn’t new—the term was coined several years ago—but it’s becoming increasingly prevalent. As private messaging apps, email, and encrypted platforms gain popularity, people are sharing more content through these channels.

You can recognize dark social traffic when visitors land directly on a specific blog post or page without a clear referral source. For some websites, dark social accounts for the majority of their content sharing.

Is Dark Social a Problem?

Yes and no.

The Good News: Your content is being shared! That’s the goal of inbound marketing. Whether it’s an article, video, or promotion, it’s reaching your audience. Even if it’s shared with just one person instead of hundreds, that one person is often highly targeted and likely to engage with the content.

The Challenge: Dark social makes it harder to analyze your social media performance. Without data on which platforms, posts, or times are most effective, it’s tough to refine your strategy.

Addressing Challenges with Dark Social

1. Content Attribution
   Sometimes people copy and paste your actual content rather than the link, which can lead to a loss of attribution. To counter this:
   • Mention your brand name throughout the content.
   • Include internal links back to your site within the text.
2. User Experience (UX) Improvements
   Dark social can highlight UX issues, such as poorly placed or unclear share buttons. Address this by:
   • Positioning Share Buttons Prominently: Make them visible and convenient to use.
   • Clarifying Button Functions: Ensure it’s clear which buttons share content and which follow your brand on social media.
3. Value Targeted Sharing
   Even if dark social limits your analytics, it often means your content is being shared with the right audience. Embrace the fact that these personalized shares often lead to deeper engagement.

The Bottom Line

Dark social might complicate your data analysis, but it’s not inherently bad. It means your content resonates enough with someone for them to share it directly and personally. Focus on improving your UX, crafting shareable content, and ensuring your brand presence is embedded in everything you create.

Don’t fear dark social—embrace it as a sign that your content is doing its job, even if the trail back to you isn’t perfectly clear. After all, the ultimate goal is engagement, and dark social delivers that in a personal, meaningful way.

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