The Light and Dark of Social Sharing

Harnessing the Power of Consumer Connections 

Dark Social is the primary form of consumer sharing globally. Advertisers and publishers have an exciting opportunity to harness Dark Social and short URL sharing to understand consumer interests and intent to act on the insights in real time. The result is significantly improved ROI of social media and digital marketing investments.

Key learnings include:

  • 84% of people share content online globally
  • 32% of people who share content online will only share via Dark Social
  • 69% of all sharing activity takes place via Dark Social globally versus 23% via Facebook 
  • 36% of Dark Social sharing takes place on mobile devices globally 
  • Advertisers are achieving impressive results from harnessing and activating Dark Social data to engage with audiences outside of their owned media properties