Dark Social

Dark social refers to social sharing that happens through private or untrackable channels—like messaging apps (WhatsApp, Messenger), email, or text—rather than public platforms where clicks and shares can be easily measured by web analytics tools.

When someone copies a link from a post and sends it directly to a friend, that traffic often shows up as “direct” in analytics, with no clear source. This makes it harder for marketers to understand how content is really being shared and discovered. Despite being invisible to tracking, dark social plays a huge role in how people spread information—especially trusted recommendations—making it a powerful but often underestimated part of digital strategy.