When a person enters a website, that site will trace how that person got there. That information is shared with those who monitor the website, such as digital marketing teams and social media managers who analyze web traffic to market their products and services effectively. This can also explain how targeted ads work. However, there are “invisible” channels that take time and other tools to be traceable and monitored. This is what Alexis Madrigal of The Atlantic called the “dark social.” It is also often referred to as dark traffic or dark funnel.
What is dark social?
On the surface, the term itself sounds as dangerous as the dark web, though they are very different. Dark social refers to when a link is shared through private messages or email instead of being posted on a social media platform where it can be tracked. This makes it difficult, if not impossible, to trace how someone accessed a site when it was shared through direct messages.
While it sounds ominous, dark social is anything but. There are a lot of popular platforms that are considered dark social media, including employee communication channels like Zoom and Slack. Messaging apps we use every day like WhatsApp and Telegram also fall under this category. In fact, calls, emails, and even face-to-face conversations are also considered as such.
Potential impact
For businesses, keeping track of where the most traffic comes from on their website is essential. It can help their teams better marketing strategies for their target audience that would lead to larger profits for the firm. When dark social media is involved, links can often be shown as direct links or direct social. Marketers may think that these direct links hinder their brand’s online presence. Surprisingly, research shows that it plays a vital role in marketing a business and gaining traffic to websites.
Using dark social media also presents a positive impact on a personal level. It may lead to more genuine and intimate connections since sites are shared privately among a smaller circle. Privacy and keeping people connected through a more trusted network is another advantage. It may also aid in preventing brand tracking.
Photo credit: The feature image is symbolic and has been done by Antoni Shkraba.
Sources: Alexis C. Madrigal (The Atlantic) / Statista
