How Brands Can Leverage Dark Social

Amid efforts to practice social distancing, people are finding more ways than ever to stay connected digitally. Not only has the use of traditional social networking been on the rise, but so has “Dark Social.”

  1. Consumer insights. The evolution of Dark Social has provided a platform for nearly every interest, hobby and passion. If brands can pinpoint niche interests, they have an opportunity to learn from consumers. Take, for example, Starbucks, which has already started using Dark Social for greater engagement around product development. The company used private Facebook groups to gauge everything from brand sentiment to better understanding different trends that could influence future products, according to a post in Marketing Week.
  2. Personalized experiences. When it comes to Dark Social, users want two things: to communicate on a more personal level and to be entertained. In fact, “entertainment” accounts for 70% of all Dark Social content, according to GlobalWebIndex research. Brands have a huge opportunity to offer the tools and resources users crave. Take Netflix UK, which gave WhatsApp users the opportunity to opt in to receiving personalized programming recommendations, which are then easily shareable across the platform.
  3. Establish credibility. Dark Social is popular because it allows for intimate connections. Playing a role in these connections can take brand affinity to the next level if done right.

--

--

We are a fiercely entrepreneurial agency that blends creativity and performance to build great brands.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Mekanism

We are a fiercely entrepreneurial agency that blends creativity and performance to build great brands.