Weird marketing is all about finding the loopholes, the unconventional paths that lead to exponential growth. Forget the perfectly curated Instagram feed for a minute. Let’s dive into a shadowy corner of the internet where the real conversations happen: Dark Social. It’s the untracked, often forgotten realm of private messaging, email, and direct sharing, and it’s probably your biggest untapped marketing opportunity.
What Exactly IS Dark Social? And Why Should You Care?
“Dark Social” isn’t some shady online network. It’s a term coined by Chartbeat to describe web traffic that comes from sources that web analytics tools can’t easily track. Think about it: you read an interesting article, copy the link, and paste it into a WhatsApp group, a Slack channel, or an email to a friend. Standard analytics will likely attribute that traffic to “direct” or even worse, misattribute it. This misattribution obscures the real source of your traffic and, more importantly, the true influence of these private sharing channels.
Why care? Because the vast majority of online sharing happens in the dark. Some studies suggest that up to 80% of online sharing takes place through dark social channels. Ignoring it is like ignoring 80% of your potential reach. That’s a growth-hacking sin!
The Problem: Untracked Traffic, Misunderstood Influence
The fundamental problem with dark social is its invisibility. Traditional marketing metrics focus on easily tracked sources like social media platforms and search engines. This leads to a skewed understanding of what’s actually driving traffic, conversions, and ultimately, revenue. Without visibility, you can’t optimize your content, target your audience effectively, or accurately measure the ROI of your marketing efforts. You’re essentially flying blind.
The Weird Marketing Solution: Shining a Light on the Dark
So, how do you crack the code of dark social? Here’s where the weird marketing tricks come in. We’re not talking about hacking into people’s DMs (please, don’t do that). We’re talking about clever, ethical ways to encourage trackable sharing and gain insights into how your content is being shared privately.
Implement Trackable Sharing Buttons: Make Sharing Easy and Smart
The first step is to make it easier for people to share your content in a trackable way. Standard social sharing buttons are great for public shares, but they don’t tell you anything about private sharing. Implement these strategies:
- Custom Share Buttons: Create custom share buttons for popular messaging apps like WhatsApp, Telegram, and even email. These buttons should use UTM parameters to track the source of the traffic. So, when someone shares through your custom WhatsApp button, you’ll see “whatsapp_share” in your analytics.
- “Copy Link” Button with Built-in Tracking: Add a simple “Copy Link” button that automatically appends a UTM parameter to the copied URL. This way, when someone pastes that link into a private message, you can track the source as “copy_link.”
Content Upgrades and Gated Content: Offer Value in Exchange for (Trackable) Sharing
People are more likely to share something valuable. Offer content upgrades (e.g., a checklist, a template, a cheat sheet) that can be accessed after a trackable share. Here’s the key:
- Trackable Share-to-Unlock: Use plugins or custom code to require a trackable share (through your custom share buttons) to unlock the content upgrade. This incentivizes private sharing while giving you the data you need.
- Gated Content with UTMs: When people sign up to access gated content, include a field asking how they found your content. Offer pre-defined options including “Shared via a Private Message/Email”. While this isn’t direct tracking, the qualitative data can still be very insightful.
Shortened URLs with Branded Links: Control the Narrative and the Data
Long, ugly URLs are a turnoff. Use a branded link shortener (like Bitly or Rebrandly) to create short, memorable links for your content. This allows you to:
- Track Clicks on Shortened Links: Every click on your shortened link is trackable, regardless of where it’s shared.
- Customize Link Previews: Control how your content appears when shared in messaging apps. A compelling preview can significantly increase click-through rates.
- Monitor Referral Sources: Some link shorteners provide data on the referring websites, even for clicks coming from dark social channels.
Employee Advocacy Programs: Turn Your Team into Trackable Sharers
Your employees are a powerful, often overlooked marketing asset. Encourage them to share your content through private channels, but make sure their sharing is trackable:
- Provide Branded Links and UTMs: Equip your employees with pre-made, trackable links and suggested messaging for sharing.
- Gamify Sharing: Create a friendly competition with rewards for employees who generate the most traffic through their trackable shares.
Embrace QR Codes: Bridge the Offline and Online Worlds
QR codes are making a comeback! They’re a fantastic way to track sharing in the physical world. Include QR codes on printed materials (brochures, flyers, business cards) that link to your content, and make sure the QR code link includes a UTM parameter.
Measuring the Unmeasurable: Analyzing Dark Social Data
Even with these strategies, tracking dark social isn’t an exact science. But by combining quantitative data (from UTM parameters, link shorteners) with qualitative insights (from surveys, customer feedback), you can get a much clearer picture of how your content is being shared privately.
Look for patterns in your data. Which content is being shared most often? Which channels are driving the most traffic? Use this information to refine your content strategy, optimize your targeting, and improve your overall marketing ROI.
Dark Social: The Future of Growth Hacking
Dark social is no longer a marketing afterthought. It’s a critical component of a successful growth hacking strategy. By embracing these weird marketing tricks and proactively tracking private sharing, you can unlock a hidden goldmine of potential customers and build stronger, more authentic relationships with your audience.
Stop ignoring the shadows and start shining a light on the dark social landscape. Your growth depends on it.
