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. 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.
  2. 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.

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