Not all online engagement happens where you can see it. While marketers track clicks, likes, and comments, there’s a hidden world of sharing happening in private channels — and it’s called dark social.
In 2025, ignoring dark social means missing out on a massive portion of your audience. But with the right approach, you can uncover and leverage it to boost your reach and ROI.
Dark social refers to traffic and engagement coming from private or untrackable channels, such as:
WhatsApp and other messaging apps.
Private Facebook or LinkedIn groups.
Email forwards.
SMS and direct messages.
When someone shares your content via these channels, traditional analytics tools often mark it as “direct traffic” — making it invisible to your marketing reports.
It’s huge: Studies show that over 80% of all social shares happen privately.
It’s trusted: Content shared in private chats carries more credibility because it’s from friends or peers.
It’s targeted: People usually share content with others who will find it relevant — meaning higher engagement quality.
While you can’t track every private share, you can identify patterns:
Use UTM parameters on shared links.
Create “copy link” buttons with tracking codes.
Monitor spikes in direct traffic after content goes live.
Use shortened URLs with analytics (e.g., Bitly).
Since you can’t fully control dark social, focus on encouraging shareable content:
Publish emotionally resonant stories.
Create practical tools, guides, or checklists worth sharing.
Use striking visuals and short videos.
Provide exclusive content for private communities.
Include private shares in your KPIs to measure true reach.
Build campaigns designed for “forwardability.”
Engage with communities in private spaces without being overly promotional.
A food delivery startup noticed a spike in orders every Friday evening but couldn’t trace the source. After investigating, they found that a popular WhatsApp group of local foodies was privately sharing their weekend deals. They responded by creating exclusive group-only promotions, doubling their Friday orders.
Dark social isn’t something to fear — it’s a hidden growth opportunity. By recognizing its impact, tracking it creatively, and designing share-worthy content, you can tap into a powerful, invisible network of engagement that most brands overlook.