The Magic of Dark Social

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This is so mysterious that it makes the ₹5 change you never received from a local shop seem easy to track.

Let me introduce you to Dark Social.

No, this is not some underground Illuminati-type Facebook group where CEOs of top companies sit around discussing the next viral meme strategy (although that would be awesome).

It’s simply all the stuff happening on the internet that you cannot track. You heard me right. In this era of big data, funnels, and conversion metrics, Dark Social is the wild west of the internet—it's where the magic happens, but you can't measure it with your fancy tools.

So, What’s This "Dark Social" Stuff?

Dark Social is a term that was coined to describe any traffic, engagement, or leads that you can’t track through traditional means like Google Analytics, UTM parameters, or those Excel sheets where you pretend to know how pivot tables work.

Here’s how it looks in the real world:

• Your friend shares a meme on WhatsApp about entrepreneurship, you find it funny, and bam! Next thing you know, you’re following the person who posted it originally on LinkedIn.

• A colleague casually tells you in the break room (next to the chai tapri outside your office) about this killer SaaS tool they found. You check it out at lunch and end up signing on.

• Someone you barely know posts something in a community on LinkedIn. You don’t even remember the person’s name, but you sign up for their product anyway because the post had that much swag.

All of this is Dark Social.

However, there's a twist.

Can you see where these leads or clicks came from?

Can you proudly wave your Google Analytics report at your boss and show him the direct impact of that WhatsApp conversation?

Nah. You can't track it.

And yet, Dark Social is where most buying decisions are being made in 2024.

We’ve all been conditioned to believe that everything online can be tracked. That if we spend ₹10,000 on an Instagram ad campaign, we’ll know exactly how many chai-loving startup founders clicked on the ad and decided to buy our product.

But with Dark Social?
You’ll never know.

And that’s the beauty of it.

So where Does Dark Social Live?

Dark Social is like that neighborhood aunty who knows everything but never gives you a straight answer.

It's everywhere, and yet you can't point your finger at it.

Here are the main places Dark Social thrives:

1. Content Platforms (LinkedIn, TikTok, YouTube, etc.)

You know that time when you were casually scrolling through LinkedIn during your mid-afternoon chai break?

You saw a post, clicked a link, and ended up signing for a tool? Yeah, no way to track where that came from.

Or someone DMs you a cool video from YouTube that’s relevant to your business. You act on it, but guess what?

The creator will never know you found them because of that DM.

2. 3rd Party Events (SaaStr, SaaSopen, etc.)

You attend an event, maybe grab some swag, and listen to a couple of sessions. But it’s the off-the-record hallway conversations, the chai breaks, the random guy who asks, “Have you checked out this product?”—that’s the true power of Dark Social at events.

3. Communities (Exit Five, Pavilion, etc.)

You’re in a niche group discussing marketing, sales, or branding. You see someone mention a tool or a tactic that worked wonders for them. You go, “Hmm, let me check that out.” That’s Dark Social.

4. Internal Company Communication

In 2024, tools are shared not just by marketing teams, but through internal Slack channels, emails, and word-of-mouth chats across teams. You don’t have visibility on that, and your CRM won’t tell you where that conversion came from.

5. Direct Word of Mouth

The real king of Dark Social. A friend, colleague, or that over-enthusiastic uncle who’s suddenly all about startups tells you, “Bro, you HAVE to check this out!” You do, and next thing you know, you’re hooked.

Why is Dark Social Important in 2024?

If you think marketing is still about running paid ads on Facebook or writing blog posts filled with keywords like "best productivity tool for entrepreneurs," think again.

In 2024, marketing is all about influencing Dark Social.

Here’s the thing: people trust other people more than they trust ads, paid partnerships, or your 5-star reviews on Google.

When someone gets a recommendation from a colleague, or sees an influencer casually mention a tool, that hits differently. That’s not marketing—it’s a human connection.

Word of Mouth is Trust on Steroids

Imagine this: You’re looking for the best tiffin service in your city. You can either:

1. Trust an ad that says, “Best tiffin service, 5 stars!”

2. Or, listen to your colleague who says, “Bro, this tiffin service is the bomb! I’ve been using it for a month.”

Which one are you likely to go with?

Exactly. Dark Social is your best unpaid, unbiased review system.

Alright, enough with the theory. Let’s get down to what you really want to know: How do you actually make Dark Social work for you?

1. Be Everywhere, But Be Authentic

I know, I know. Sounds like contradictory advice, right? But think of it this way: Your personal brand is key.

Don’t try to be everywhere with ads, instead, show up authentically on platforms like LinkedIn and have your own Newsletter.

Post content that is not just about your product but about your journey, your values, and things that matter to you and your audience. When people relate to YOU, they talk about YOU.

2. Encourage Conversations

Create content that sparks conversations. Ask questions, share stories, and let people chime in.

When others start talking about your product in WhatsApp groups, Slack channels, or LinkedIn threads, that's Dark Social doing its job.

3. Invest in Communities

Engage in niche communities related to your industry. Whether it’s a LinkedIn group, a subreddit, or a WhatsApp group for startup founders, this is where word of mouth starts.

Don’t pitch your product here—just add value, and people will spread the word for you.

4. Participate in Events

Attend industry events, but not just for the sessions. The real action happens during the breaks, after the talks, and in random meetups where people ask, “What are you working on these days?”

5. Use Your Own Team

Your own employees and colleagues are a powerful asset. The tools they use and talk about internally can spread externally like wildfire.

Encourage a culture of sharing knowledge within the organization.

Final Thoughts: If You Get It, You Get It

If you’re still relying on metrics and tracking tools to gauge your marketing success, you're going to miss out on the biggest and most powerful marketing force in 2024: Dark Social.

So the next time you’re scrolling LinkedIn or having a chai with a colleague, remember—the untraceable, off-the-grid recommendation you give or receive is the real magic.

And if your boss gets this? Well, you’re in for a promotion.

Stay ahead, folks. If you get it, you get it.