14 Dec LEARN THE TRUTH ABOUT DARK SOCIAL IN THE NEXT 60 SECONDS
“Dark Social” you may have heard the term or seen it on analytic reports. Dark Social, is simply the untraceable sharing of links by individuals online. When a web analytic tool cannot pull which source (i.e Facebook) that a link was clicked from, it defaults the attribution of the link click to direct traffic. According to two different studies by RadiumOne and Tynt, both social media engagement firms, Dark Social represents around 70% of all sharing activity.
The most common sharing that is attributed to dark social is the copy and paste. If you copy and paste a link then send it to a friend via text, messenger, email or other the analytic tools cannot identify the original source. This can cause confusion for marketing teams, as it inhibits their ability to see the full success of an online marketing campaign.
Mobile devices are playing a prominent roll in dark social. The previously quoted RadiumOne study reveals that as much as 36% of all Dark Social sharing takes place on mobile devices. It is only logical when we review how much internet use alone occurs on mobile devices. Then pair those numbers with how easy mobile devices make sharing.
For now, marketers are doing their best to identity which efforts gain the best ROI with the current technology. Developers have already begun to address the issue. Apps such as Instagram continue to expand the depth of their analytic engines allowing marketers to create a clearer picture of their link breakdown.