Dark Social Marketing

While most marketers focus on established social media platforms like Facebook, Instagram, and Twitter, an increasing amount of social interaction today happens through private messaging apps. These “dark social” channels like WhatsApp, Facebook Messenger, iMessage, and Snapchat are increasingly how friends and family communicate and share content. However, these closed ecosystems present challenges for marketers who want to reach consumers through relevant messaging. To succeed at dark social marketing in 2023, brands must craft strategies that feel authentic and valuable within private messaging conversations.

As an example, over 2.5 billion people utilize instant messaging apps for communication. In contrast, less than 2 billion people actively use established social media platforms. Subsequently, an estimated 30%-50% of all social content sharing now happens through dark networks.

This presents an opportunity for relevant brands

to carve out a space within private conversations. However, brands must proceed carefully to avoid seeming intrusive or spammy. Authenticity and adding value will be critical to succeeding at dark social marketing. Instead of pushing products, marketers can provide light weight, bite-sized content that sparks naturally occurring conversations between individuals. This includes creating shareable content in vertical video formats tailored for private messaging apps.

Topics that lend themselves

well to dark social marketing include trending news stories, thought-provoking questions, exciting announcements, and inspiring stories. Brands also have an opportunity to provide recommendations to reward customers for sharing content that highlights the brand. For example, sending a fashion tip or home decorating recommendation to customers within a private messaging app. Individuals are then motivated to share that valuable information within their own networks.

Ultimately, dark social marketing will center less on pushing products directly and more on facilitating valuable conversations that happen to mention the brand. By taking a subtle yet impactful approach, brands can embed themselves into the private lives of their customers without being overtly promotional.

In summary, marketers who ignore dark social channels risk missing enormous opportunities to reach consumers. However, succeeding at dark social marketing will require brands to find soft yet strategic ways to insert themselves into private conversations with minimal intrusion.