Do you know Dark Social?

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This is a new way of consuming and sharing content on social media. In fact, you may be participating in this trend without even realizing it. We have seen it start to grow for a few years now as social media has flooded most aspects of our lives. Basically, Dark Social is the content that is shared between family and friends. That is, the content that is shared on social media but not publicly. It turns out that it is precisely this content that has the greatest impact. It achieves the impossible today: having the user's full attention . It responds to the logical tendency to be more reserved about what we share online. With the saturation of content on the main networks and the growing reluctance to display many details about our private lives on the Internet, Dark Social continues to grow. It also healthcare email database coincides with the lack of time that many people experience in their daily lives. They only dedicate time and effort to viewing content sent to them by people close to them and trusted. After all, among such an abundance of content, it is difficult to find something worthwhile. But when we do, it's a logical impulse to share it with the people we care about. We want them to see it, too.

Now, your goal is to get users to share your content within Dark Social. But how do you achieve this?

How to adapt your campaigns to Dark Social
You can take advantage of the Dark Social phenomenon to create exclusive content aimed at being shared in more intimate circles. It is also a way to reach a specific audience that does not frequent the social media feed as often . That consumer tired of being bombarded by stimuli and advertising. Despite being sometimes inaccessible, this audience has a lot of potential and purchasing power. Age can be a barrier for certain people to spend a lot of time browsing in search of content. But this also happens to professionals or people who seek to minimize their use of social networks. Increasingly, this segment can only be reached through Dark Social. But creating content for users to share intentionally and deliberately is not easy. The key would be to make this content valuable to users. To achieve this, many brands are betting on branded content . As with this type of content, it is very important that the advertising and the format are not invasive. Subtlety and creativity are essential in equal parts.

Generate business!
Exploiting this trend also has a lot to do with using platforms like Instagram or WhatsApp to their full potential. The famous dissemination channels are looking for precisely that: the closeness of a private conversation . In fact, many brands already use it to reach users in a different way. In order for users to share the content, some are betting on making it viral and popular content. Another option is for it to be very specific content and for users to share it with people they know who might be interested. In the end, Dark Social relies on the generosity of users to get the best content to those closest to them. If you bet on this type of content, you also have other advantages. For example, you can allow yourself to create deeper and more reflective content that incites debate. Dark Social often seeks to get people to share content to find out what others think.