Dark social is bigger than public social media

Adam Tinworth
Adam Tinworth

Social sharing is done in the dark.

At least, that’s what a new report from marketing tech firm RadiumOne suggests:

According to the report, over three-quarters (77%) of publishers’ or marketers’ content shared via mobile phones takes place via private Dark Social channels, such as email, text and instant messaging – versus just 23% via public social networks. When it comes to engaging with shared content, 80% of UK mobile clickbacks happen via Dark Social.

The power of e-mail coupled with the rise of messaging apps, at a guess.

You can download the full report.

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Adam is a lecturer, trainer and writer. He's been a blogger for over 20 years, and a journalist for more than 30. He lectures on audience strategy and engagement at City, University of London.