Unlocking the Potential of Dark Social

You know the meme, viral video, or inside joke you texted to your friend? There’s actually a name for this phenomenon: dark social.

Messaging apps are now bigger than social networks — which means more people are sharing content through private channels including messaging apps, text messages, and emails. Sharing content privately is referred to as “dark” social — dark being the challenge that marketers face trying to measure the ROI and traffic of these private messages.