Dark social refers to a form of social sharing

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DataReportal’s April Global Statshot report found thatpercent of the world uses social media and spends an average of hours andminutes on it every day. The four most popular channels are Facebook, YouTube,WhatsApp, and Instagram. The point is that people love to connect, conductresearch, share their opinions, and consume content via social media. So if youuse it to tell your story in a creative and inspirational way, you stand toyield great results. For example, accommodation innovator Airbnb has grown itssocial media following exponentially in recent years, with its Facebook pageboasting over million followers and its Instagram posts enjoying an average ofk likes on its posts. Screenshot of AirBNB Instagram profile Screenshot ofAirBNB Instagram profile In addition to using strong visuals to convey its brandmessage, Airbnb crafts compelling copy to encourage engagement and expand itssocial reach.


The brand also uses a unique tone to tell a story that not onlysparks engagement but compels people to invest in the brand. Social media isalso the perfect platform for user-generated content which is priceless asword-of-mouth promotion. The beauty of UGC is that the content is created bysomeone else, an advocate, a customer, an e Cameroon Phone Number List mployee, or a social media follower,rather than the brand itself. Types of UGC are Social posts or sharing Customerreviews Case studies Referrals Community forums Webinars or podcastsConferences Testimonials There’s also the option to use influencers in yoursocial media storytelling. The key is to pick ones that can embrace your brandstory and engage users. It’s not about the number of followers in this caseunless you have a huge budget, it’s about the influencer/s you pick that haveinroads to the audience you want to attract and influence.







Dark SocialStorytelling It may sound ominous, but dark social is a valuable storytellingmedium that is often overlooked. that isn’t possible to track accurately as interactions aren’t documented byanalytics platforms. The number of consumers sharing links or resources throughprivate messaging apps such as WhatsApp, in addition to traditional platformssuch as email or SMS, is on the rise. And while these transactions aredifficult to quantify, by tapping into dark social platforms, you can expandyour reach and boost brand awareness exponentially. Research by SparkToro foundthat a large portion of traffic marked as ‘direct’ in analytics was likely sentby dark traffic networks. This has consequences for marketers who rely onanalytics to report accurately and make data-driven insights.