Dark social, where people share content on private platforms like email, WhatsApp, Facebook Messenger and WeChat, accounts for 84% of all content shared, making it difficult for brands to accurately track or measure the traffic, according to RadiumOne. However, an influencer marketing strategy could help spread brand messages across dark social platforms. The study also found that users who use a service such as Hootsuite are more likely than those using other services to post about their experiences with it.
Dark social, where people share content on private platforms like email, WhatsApp, Facebook Messenger and WeChat, accounts for 84% of all content shared, making it difficult for brands to accurately track or measure the traffic, according to RadiumOne. However, an influencer marketing strategy could help spread brand messages across dark social platforms. Adidas, for example, has given its "Tango squad" of 1,400 highly connected dark social content creators exclusive access to content and events, such as breaking news, exclusive merchandise and a starring role in football idol meet-ups.