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BizReport : Social Marketing : June 09, 2016

84% of all sharing is happening on Dark Social

More and more content is being shared outside of public social networks, according to new data released by marketing tech firm RadiumOne, and this sharing behavior is a challenge to brands.

by Helen Leggatt

The new study from RadiumOne, 'The Dark Side of Mobile Sharing', delves into the latest consumer sharing trends across the globe, regionally and in specific markets where RadiumOne operates. It found that sharing of content via Dark Social - social sharing that occurs outside of what can be measured by web analytics programs - is dominating the ways people interact with online content on mobile.

In the last eighteen months, Dark Social shares as a percentage of on-site shares has jumped from 69% to 84% globally.

dark social.png

In the UK, more than three-quarters (77%) of publishers' or marketers' content that is shared via mobile take place via Dark Social channels such as email, text and instant messaging. Meanwhile, just 23% of content shared takes place via public social networks. Furthermore, 80% of UK mobile clickbacks happen via Dark Social.

"Dark Social is a big piece of the sharing universe. This interest and intent data source is particularly powerful when it comes to mobile, where the majority of interacting with shared content is occurring," said RadiumOne European Managing Director, Rupert Staines.

"The opportunity for brands is to track, gather and activate these valuable signals to connect their owned and earned media investments with paid media effectiveness."

Tags: brand marketing, content sharing, Dark Social, marketing, mobile

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  • Quite an insightful & informative read.. interesting to know that bulk of the content is shared is on dark social...



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