What Is Dark Social?
Dark social refers to the sharing of content through private, untraceable channels - direct messages, email, SMS, messaging apps like WhatsApp and Slack, and private group chats. The term was coined by Alexis Madrigal in The Atlantic in 2012 to describe the vast amount of web traffic that comes from sharing but cannot be attributed to a specific source in analytics because the referrer data is stripped away. When someone copies a URL from your blog and pastes it into a Slack channel, your analytics sees that visit as "direct traffic" - not as the social share it actually was.
This matters because dark social is not a small niche. Research from RadiumOne found that 84% of consumers' outbound sharing happens through private dark social channels. The content sharing you can see in your analytics - public tweets, Facebook shares, LinkedIn posts - represents only a fraction of how your content actually spreads.
How Does Dark Social Work?
Dark social happens every time someone shares a link through a private channel that does not pass referral data to your analytics platform.
Common dark social channels include:
- Messaging apps - WhatsApp, Telegram, Signal, iMessage, Facebook Messenger
- Workplace tools - Slack, Microsoft Teams, Discord private channels
- Email - Forwarding links to colleagues or friends
- SMS - Text messages containing links
- Private social features - Instagram DMs, Twitter/X DMs, LinkedIn messages
When someone clicks a link shared through these channels, your analytics platform (Google Analytics, for example) sees the visit but cannot identify where the visitor came from. The visit gets classified as "direct traffic" alongside bookmarks, typed-in URLs, and other unattributed visits. This means your content's actual social distribution is systematically undercounted.
Why Is Dark Social Important?
It Represents Most Sharing
Public social sharing - the tweets, LinkedIn posts, and Facebook shares you can track - is the tip of the iceberg. The Global Web Index found that private messaging has overtaken social network feeds as the primary way people share content online. When someone reads your article and thinks "my colleague needs to see this," they are far more likely to paste the link in Slack than to compose a public LinkedIn post about it.
Private Shares Convert Better
A link shared in a private message carries implicit personal endorsement. When your colleague sends you a link with "you should read this," that recommendation carries more weight than a public post to hundreds of followers. The trust and relevance filters are higher in dark social because the sharer is choosing a specific person to share with. This makes dark social traffic more likely to convert.
It Is Growing
The shift toward private communication is accelerating. Group chats, messaging apps, and private communities are replacing public feeds as the primary social spaces. According to Meta's own reporting, private messaging across WhatsApp, Messenger, and Instagram DMs exceeds public feed interaction on their platforms. Every privacy-focused platform trend - encrypted messaging, ephemeral stories, closed communities - expands dark social's share of total distribution.
How Does Dark Social Affect Content Strategy?
Dark social changes how you should think about content distribution and measurement.
Your analytics understate your content's impact. If you evaluate content success purely by tracked social shares and referral traffic, you are missing the majority of your distribution. A blog post with 10 public shares might have been privately shared 100 times - you just cannot see it.
Content should be worth privately sharing. Public sharing is performative - people share content that makes them look good. Private sharing is practical - people share content that is genuinely useful to someone they know. Creating content that someone would paste into a Slack channel ("hey team, we should try this") is a different bar than creating content that gets retweeted.
Self-reported attribution matters. Since you cannot track dark social directly, ask people how they found you. "How did you hear about us?" surveys in signup flows, sales calls, and customer onboarding are the closest thing to dark social analytics. Many companies are surprised to find that "a friend/colleague shared it" dominates their attribution.
How Can You Influence Dark Social?
You cannot control dark social, but you can increase the likelihood of your content being shared privately.
Create utility-driven content. Content that solves a specific problem, provides actionable frameworks, or answers a common question gets shared privately because people want to help the people they share it with. Guides, checklists, templates, and how-to content are all dark-social-friendly formats.
Make sharing easy. Copy link buttons, short URLs, and mobile-friendly formats reduce friction. If someone wants to share your article in a Slack message, make it easy for them to grab the link.
Build for specific audiences. Content that speaks to a narrow role or situation ("here is how B2B SaaS startups should think about X") gets shared privately because the sender knows exactly who in their network would benefit. Broad, generic content gets shared less because the sender cannot think of a specific person who needs it.
At Conbersa, we assume that the majority of our content's distribution happens through channels we cannot measure. This assumption changes how we evaluate content performance. We look at direct traffic patterns, self-reported attribution, and lead quality alongside tracked metrics. If a piece of content drives high-quality inbound conversations even without visible social traction, dark social is likely the reason. Understanding that most real content distribution is invisible is the first step toward building a strategy that accounts for it.