Dark Social

Dark social refers to the massive amount of social sharing that happens outside of trackable channels. When someone copies a link from Instagram and pastes it into a private message, or screenshots your content to share in a group chat, that's dark social in action. Studies show that up to 84% of all social sharing actually happens through these 'dark' channels, completely invisible to your standard analytics. You're missing the majority of how people actually discover and share your content. This blind spot means you're making strategic decisions based on incomplete data, potentially undervaluing your most effective content and missing opportunities to amplify what's really working. Our dark social resources will show you how to identify these hidden traffic patterns, implement tracking methods that capture more of the real story, and adjust your content strategy based on how people actually behave online, not just what your dashboard shows you.