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Sharing has changed. Social has changed. Dark Social has risen. Non-voice time spent on mobile devices is expected to grow by 403% in just 5 years while every other traditional medium will lose usage. You’ve probably heard the phrase ‘the medium is the message’ but socially, in a mobile environment, the message is the medium. We found that copying and pasting a link represented a staggering 84% of total shares. Furthermore, an astonishing 91% of all social referrals (visits that arrived through a share) were generated by copy paste shares. Long story short, the way we’re distributing content has changed.

  • ES

    Edward Stephens

    over 3 years ago #

    That's super interesting that they managed to plugin to the analytics for this and copy and paste shares.

    Really valid point I hadn't given much thought to in a companies marketing funnel.

    • JR

      João Romão

      over 3 years ago #

      Hey Edward, thanks for the comment.

      On a quick note, on this specific customer the trend is definitely that mobile will ultimately (by far) the #1 device for their audience. With that in mind, I think the 1-to-1 sharing will only get bigger and this whole attribution problem deeper.

      Thanks!

      • ES

        Edward Stephens

        over 3 years ago #

        Yeah it was a great piece of analysis Joao, tracking the customer is getting harder. We have had to adjust recently for users reading subject lines on mobile (shorter) and the fact promotions won't appear on their mobile device. Things are definitely getting harder but also more exciting!

      • BJ

        Ben Jacobson

        over 3 years ago #

        I doubt this is a new or growing phenomenon. Of course marketers will need more sophisticated attribution tools and models over time, but "dark sharing" and "not provided" go farther back than the advent of social networks.

  • BR

    Bartolomeu Rodrigues

    over 3 years ago #

    It's easier for people to share their brands secretly, than sharing them in public, since someone in the public "might judge them".

    • JR

      João Romão

      over 3 years ago #

      Bartolomeu, thanks for the comment. That might be one of the angles to look at. Social networks can be quite 'judgemental' and most folks will probably want to avoid that by using Groups or chat rooms within those networks.

      The other shift I can observe is what I'd call a broadcast share vs a point-to-point share. Simply put, youtube videos (for instance) are normally a broadcast share (that videoclip, political rant or cat video). On the other hand, that specific article about your friend's favourite restaurant might be something worth sharing via chat (rather than a public post with your friend tagged)

  • SB

    Shannon Byrne

    over 3 years ago #

    Interesting! I wonder how much direct traffic is coming from internal chat channels like Slack, Hipchat, Gchat, etc. too!

    • JR

      João Romão

      over 3 years ago #

      Hi Shannon, it's a very valid question.

      I don't have data on HipChat & GChat but I'll tell you this. On the blog post linked on this article 16% of shares were made on Slack. Those shares generated 11% of all social referrals.

    • HM

      Hugo Monteiro

      over 3 years ago #

      Hey, Shannon!

      If you're feeling curious about Dark Social shares in your website, start the Insights plan free trial here: https://getsocial.io/pricing

      That will give you a feel about how much sharing occurs through dark social channels. Glad to help! :)

  • JR

    João Romão

    over 3 years ago #

    Thanks a lot for submitting this Casey!

    Hi, guys!

    I'm Joao, the founder & CEO at GetSocial. Thanks for checking this entry out.

    We've built GetSocial, a content analytics platform to help marketers & publishers measure, promote and amplify their best content.

    In the last couple of years, we've seen massive behavioral changes on how people share content. Sharing has become super personal, mostly 1-to-1 or 1-to-few. By far, the most common way people are doing this is through copy & pasting links into messaging apps & email groups.

    Making sure websites are tracking this methods of sharing is fundamental to have a complete view of how their content is performing.

    I'm happy to answer any questions related to dark social, sharing patterns or anything else you think I may be of help.

    Enjoy your day!

  • TA

    tanisha agarwal

    over 3 years ago #

    Excellent post.. Great content for me. I should get some pure knowledge and information from the article.

    • JR

      João Romão

      over 3 years ago #

      Dear Tanisha, thank you so much for the positive feedback. I'm happy this was helpful to you.

  • AS

    Abrar Shahriar

    over 3 years ago #

    Super content to share and worth my valuable time. Nothing to say, just simply rocking content!!

    • JR

      João Romão

      over 3 years ago #

      Hello Abrar, thanks for the great feedback. Thrilled that I was able to contribute with something worth your time!

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