As we\u2019ve developed more and more tools to track customers\u2019 preferences, those customers have likewise found more and more ways to evade that tracking. <\/p>\n\n\n\n
It\u2019s no surprise, of course, that this has happened, and it should give marketers pause who\u2019ve relied on these tools more than on creating high-value content to bring in new prospects. <\/p>\n\n\n\n
But regardless of the degree to which marketers have been relying on tracking methods, the rise in customers who are \u201cgoing dark\u201d will always present a challenge. <\/p>\n\n\n\n
That\u2019s true now more than ever. <\/p>\n\n\n\n
Our founder, Shama Hyder, started talking about dark social<\/a> back in 2016, before the rest of the marketing world acknowledged it. Over the past six years, the concept has become much more widely accepted\u2014and for good reason. <\/p>\n\n\n\n Just as Zen predicted, the growth in dark social sharing has been exponential. <\/p>\n\n\n\n Many analysts estimate that about 80% of social shares are now happening via dark social\u2014in other words, on private channels like messaging apps, email, and text. In fact, the four most popular messaging apps now have more total monthly users<\/a> than the four most popular social networks.<\/p>\n\n\n\n Given this reality, how do you ensure that you\u2019re giving people the content they want and need? How do you determine whether the shares you\u2019re seeing accurately reflect what\u2019s really happening? And if dark social is now so prevalent\u2014and therefore, messing with your metrics\u2014then what KPIs should<\/em> you be focusing on to grow your brand? <\/p>\n\n\n\n