69% Of Social Sharing Takes Place Via The Dark Social: 3 Times More Than Facebook

Must Read

Windfall! Online Grocery Market In India Looks Set For Purple Patch Ahead

Silver linings are clearly in short supply in the pandemic fuelled world that we have come to...

Apple Store In India: More Of Disappointment Than Excitement?

Apple has started making moves to strengthen its presence in India. With the launch of Apple online...

Facebook’s Chasm Of Distrust: An Ever-Deepening Divide

Facebook, the world's most popular social media platform has failed measurably as it is voted as the...

Though Facebook is seen as the king of all networking sites and an extremely popular platform for sharing content, a recent survey conducted by RadiumOne suggests that 69% of all online sharing takes place via over the dark social and not on Facebook or any other networking site.

The term ‘Dark Social’ was coined by Alexis C. Madrigal in 2012 to describe the web traffic which comes from sources which cannot be traced through web analytics. Emails, texts, messages and forum posts for instance. When someone copies and pastes a link from a website into communication channels like the ones mentioned above, it is called sharing via the dark social.

The link thus pasted gets viewed by many friends, family, and colleagues and is said to carry much more ‘weight’ than a Facebook post or a tweet.

Advertisements

More than 9,000 people were surveyed and it was found that only 23% of the social sharing takes place across Facebook while 32% of the people share online only via the dark social.

Dark social represents more sharing activity than Facebook and all other public sharing channels combined

Key Findings of the Survey

  • 84% of the people across the globe share content online.
  • 32% of those who do so share it only via the dark social.

Percentage of consumers who share only via Dark Social

  • Sharing activity through dark social is three times in volume than that over the most popular networking site, Facebook. While 23% people over the world share content on Facebook, 69% of the sharing activity takes place through the dark social.
  • Most of the content in at least 19 categories of content is shared predominantly using the dark social. Those categories include travel, automobile, technology and personal finance.
  • Topics which are shared most via dark channels are the ones which are typically one-to-one in nature and include arts and entertainment (80 percent), careers (78 percent) and travel (78 percent). This is the content of a sensitive nature- content which people would not like to ‘broadcast’ to everyone on their lists across social channels. Actively divulging any such information on social sites could cost someone his job or reputation or affect his chances of getting a job in the future. Which explains why they choose not to come out in the open with such content.
  • On the contrary, topics most discussed over social channels like networking sites are one-to-many in nature and include pets (84 percent), family and parenting (63 percent) and real estate (55 percent).
  • 36% of the sharing across dark social takes place through mobile devices.
  • 91% of all Americans regularly share information using the dark social channels.
  • As people get older, they share over the dark social more actively. 92% of the respondents in the 16-34 age group were seen to share via the dark social and 19% of them were seen to share ONLY via them. But 46% of the older audiences (aged 55 and above) said that they shared only via the dark social.

Majority of sharers include Dark Social among their channels for sharing

  • If harnessed properly, advertisers, publishers, business owners and marketers can use dark social to engage with audiences outside their owned media properties.

So What Does That Mean?

It is only logical to assume that most people do not want to share too much over the social channels. An overwhelmingly large percentage of web users shy away from revealing too much about themselves, their tastes or choices.

Understandably so.

The huge contrast between the dark social and the conventional channels of sharing information lies basically about what and how much you want to tell about your personality to different people.

While we might not be too keen to share some facets of our personality and shout about it from the rooftops, we might be comfortable to do so with a select audience.

Advertisements

“If you’re sharing with a specific individual or small group, you are using that content to tailor your image in the eyes of just those people. It’s the difference between what you’ll tell your best friend and what you’ll say loudly at a party.” says RadiumOne CEO Bill Lonergan.

Bill mentions that Dark social is one of the most valuable sources of data insights and has the potential to give brands a huge competitive edge.

The dark social presents an exciting opportunity to advertisers and publishers. “They must harness dark social and short url sharing to understand consumer interests and intent and act on the insights in real time. The result is a significant improvement in ROI of social media and digital marketing investments,” he added.

The dark social has now come to be recognized as an effective manner in which the content can be narrowed out and sent across to a select audience. The study goes on to mention how San Francisco based chocolate vendor Ghirardelli found out that 84% of their social sharing was via the dark social. Based on these findings, the company was able to understand its customers better following which they were able to target them in a more cost-effective manner.

That translates into saying that online publishers will be able to reach out to as many people as they wish to and thus drive traffic to their websites or apps and thus make some cool advertising revenue. Unlike networking sites like Facebook and Twitter, sharing via the dark social will be more targeted and more personal in nature and, therefore, more relevant, trusted and effective.

2 COMMENTS

  1. Really nice post with great information.It is good to know how much content is shared through which social networking site as it was believed to be Facebook eating major market share.

LEAVE A REPLY

Please enter your comment!
Please enter your name here

Latest News

₹90 Crore Per Hour: That’s What Mukesh Ambani Added To His Wealth During COVID Era

Today the "IIFL Wealth Hurun India Rich List 2020" was released and guess who kept maintained his...

Can Tata Super App, With the Backing of Walmart, Take On JioMart?

In August, Tata Group, in a move to likely counter the offerings of the Jio umbrella, declared that they are in the...

The Raining Discounts Are Coming As Flipkart And Amazon Gears Up For Festive Season Sale

The festival season is about to begin and eCommerce majors in India Amazon and Flipkart are aiming to make the most of...

Amazon, Google And Microsoft Are Extreme Angry With TRAI

The big three of the tech industry - Amazon, Microsoft And Google - seems to be quite annoyed. Cloud...

New Android Malware Steals Your Banking Credentials And Let Hackers Access Your Smartphone

If you are an active user of banking apps on your Android smartphone, you must pay close attention to it.

An IT Service Help Desk Is Essential To Drive Business Growth

There's no debate about the fact that an IT service desk, when properly run, leads to both short-term and long-term business growth....

In-Depth: Dprime

Will ‘TikTok By Microsoft’ Be A Winner?

For the last two years, TikTok has been in the public eye for all sorts of reasons. First, it was the exploded...

Facebook Subscription Model: Looking Beyond Ad Dollars?

Seldom do job listings create a stir this gripping. However, when the job listing in question is a stealth post from Twitter,...

Will The Online Food Delivery Market in India End Up Becoming A Two-Horse Race?

It's pretty much evident that the food delivery space in India is all set to get riled up soon enough as one...

More Articles Like This