Businesses run Google ads, Facebook ads, Instagram and YouTube ads to get leads to their website. These leads are converted to customers.
About 58.6% of the world population now uses social media, and the average time spent on this platform is 2 hours 27 minutes.
Now, these stats show that your customers are actively on these platforms. But you'll be shocked to know that the ads you run on these platforms only reach 20-40% of your audience.
Where is the remaining 60-80% audience found?
The rest of your traffic is hiding in a dark space called "dark social." Dark social is the major traffic source of every business, but the sad thing is, you can't access it as a brand.
The reason why dark social takes up almost 60% of your audience is that they are messaging apps. Humans rely on messaging apps more than social media.
Imagine how effective your ads, sales letters and content marketing would be if you had access to the main traffic source of your business?
This article reveals why dark social affects businesses and shows you proven strategies to take advantage of dark social.
The term "dark social" isn't as spooky as you Imagined. In fact, it's something you and I do almost every day without knowing.
For instance, your Chief Marketer discovered a helpful blog post from Bloom digital media and decided to "copy and paste" the link to the marketing group chat—located on her mobile WhatsApp. Now, whenever any member clicks the shared link, Bloom media won't be able to trace the source of the traffic. This is what dark social is all about.
Originally, a business can determine the traffic on their site through Google analytics, but dark social networks are an exception.
Dark socials are private social platforms like Facebook messenger, WhatsApp, Emails, Hangout, Discord, Podcasts, and other IM. They restrict businesses from tracing the traffic on their app for privacy and security purposes.
They aren't social media per se, links coming from social media channels like Facebook—not the messenger—and Twitter are traceable.
This article reveals the effects of dark social and how to take advantage of it.
Dark social is a term used to describe untraceable link referrals coming into your business pages anonymously. Whenever your customers share your brand links amongst their peers on a private messaging app, you won't be able to trace the source of this traffic because analytic tools have a blind spot for this data, due to encryption.
Dark social was coined by an Atlantic writer, Alex C. Madrigal in 2012. Alex noticed that all websites were getting traffic from a complex page other than the home page and landing page, yet, no analytic tool could identify the source of this traffic.
Traffic source is where people discovered your webpage. Analytic tools like Google Analytics, track the origin of the hit for you. These traffic sources for each site visit are compiled to detect where customers are interacting with your links the most.
This is for targeting the right audience, discovering their intent and creating valuable content and offers for them.
Research shows that the traffic data revealed by Google analytics to businesses is only about 30-40% of your total traffic source. The rest is lost to the anonymous dark social.
Dark social make up a minimum of 80% of your traffic source, while social platforms like Facebook settles for 15%, the remaining per cent are settled amongst other social platforms.
First, businesses have no choice but to build a marketing strategy around the traffic sources revealed by analytics. But this data only makes up an insignificant amount of the total traffic of your website.
Second, you might be focusing on the wrong traffic sources since you only have access to a small quarter of your traffic data—the rest hidden from you in the dark social.
Third, people are comfortable amongst peers compared to the outwards social place. The dark social holds genuine reviews of your business. Since you're not allowed to pry into private discussions of customers, you won't be able to accurately suit their needs.
We don't intend to reveal the dark, without sharing brightening ideas too. we've decided to show you how to maximize the dark social to your advantage.
This is an opportunity to scale up your business and get amazing results from amplifying your marketing strategy on dark social.
Dark social is a term used to describe social networks, mainly private messaging apps, that don't Come with tracking codes. Messaging apps like Facebook messenger, WhatsApp, LinkedIn, hangout, Emails, podcasts, discord server, clubhouse are considered as dark social.
Typically, dark social media can't be stopped; it keeps increasing every day with the continuous adoption of WhatsApp, Messenger, and other IM.
But at the same time, it shouldn't be ignored by businesses because dark social contains a gold mine of data that will make brands undoubtedly discover the main traffic source of their website.
Numerous businesses aren't aware of dark social, now you do, take advantage of it and increase your business leads.
Chuks Wesley is a Website Content/Copywriter that has been fascinated with marketing and SEO since 2018, he spends most of his waking hours consuming marketing reports, blog posts and books on these topics. He is also a certified SEO expert.