Starbucks is an example of a brand that is using dark social channels to increase engagement.
This article discusses the use of dark social channels, which refers to content exchanged on encrypted channels which cannot be tracked by marketers. For example, a news article may be seen or read on a public platform, but it is often shared and discussed on private channels such as email, SMS, and messaging apps.
It cites a Marketing Land survey which found that 63% of internet users based in the US and UK share information and make recommendations to their close contacts via private messages. The author highlights that dark social may not be a threat, but could potentially be a rewarding channel for marketers.
The author cautions brands to recognise that since dark social channels are technically “unbranded” spaces, consumers might only entertain brands they are in favour of in that environment. Also because it is a “closed-off environment”, marketers cannot expect good quality data and reach.
[5 minute read]