Dark Social is off the radar

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The bar for social success is set very high. And automated targeting systems make huge assumptions about people’s potential interest in a brand or category and optimize content delivery based on fractional click through rates. Instead, let’s consider the fact that marketers are still fixated on Facebook and Twitter when most social conversations happen through dark social platforms like WhatsApp, Messenger, Snapchat and good old fashioned text. Read the full article by Nigel Hollis here how a brand must create something truly remarkable, emotional or useful in order to be able to break through the clutter and make an impression.

 

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