In 2018, Dark Social cannot be ignored by marketers.
Private channels are dominating the digital landscape. The way we share information has changed. From public social networks to private messaging apps, email, and mobile applications.
Here is a summary of the key findings:
1. More than two-thirds (78%) of all website shares are Dark Social shares that happen through private channels. This means most marketers have no visibility into which links from their websites are being shared and talked about.
2. The links on private networks generate traffic back to the businesses’ websites. 57% of referrals come from Dark Social, and traditional analytics either misattribute them to Direct Traffic or to any source based on the initial UTM (even if we copy-paste to a different social network and it changes!).
3. 10% of traffic to the website comes from Dark Social, which is a black hole to the majority of marketers.
4. Interestingly, 6% of Social Power Users, drive one-fifth of all traffic to the website. Their ability to drive high traffic volumes is incredible. Once marketers are able to identify these users, they can invest in the right 6% of people who can make an impact on the business.