Marketing
Dark Social
Definition
Dark social refers to content sharing that occurs through private channels — direct messages, email, text messages, and private groups — where referral data is not tracked by standard analytics. An estimated 80% of social sharing happens through dark social channels, making it a massive but hidden driver of traffic and awareness that requires indirect measurement approaches.
Example
When a user shares a Living War Room debate replay via WhatsApp to their marketing team, that's dark social — invisible to analytics but potentially your most powerful distribution channel.
Related Reading
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