🤫 The Rise of Dark Social
There’s no shortage of discussion around the decline of sharing on #SocialMedia. But it’s not that users are sharing less, they’re sharing differently.
Social media feeds have become overcrowded with content, and consumers are privacy-aware more than ever.
Both these factors are contributing to the rise of a not-so-new space: #DarkSocial. Dark Social means private messaging apps, SMS or emails.
Based on a research by GlobalWebIndex, in UK and US, when consumers have something to share, they’re more likely to head to dark social channels to do so (63%) rather than open social media platforms (54%). What’s even more revealing is that around 20% share only via these channels, with #WhatsApp and #FacebookMessenger the go-to services.
🚀 @PerspectiveIX via GlobalWebIndex.
There’s no shortage of discussion around the decline of sharing on #SocialMedia. But it’s not that users are sharing less, they’re sharing differently.
Social media feeds have become overcrowded with content, and consumers are privacy-aware more than ever.
Both these factors are contributing to the rise of a not-so-new space: #DarkSocial. Dark Social means private messaging apps, SMS or emails.
Based on a research by GlobalWebIndex, in UK and US, when consumers have something to share, they’re more likely to head to dark social channels to do so (63%) rather than open social media platforms (54%). What’s even more revealing is that around 20% share only via these channels, with #WhatsApp and #FacebookMessenger the go-to services.
🚀 @PerspectiveIX via GlobalWebIndex.
