Monetising dark social is the key to profitability, Radium One report finds
Research by Radium One revealed exclusively at Mumbrella360 found that Australians share most of their content through dark social channels, suggesting that marketers are missing a major piece of information for understanding consumer interest.
Dark social, a term used to describe the social sharing of content that cannot be measured by analytics programs, was revealed as a leading driver of Australian shared content.
The findings showed that almost 90% of Australian social sharing occurs through dark social, while globally, dark social channels make up over 80% of total content sharing in the markets where RadiumOne operates.
Just another compelling argument for great content marketing – creating great articles, video, photography etc will ensure you can reach people through open facing social media (measurable) and closed networks (messenger apps, email, closed groups, direct messages, forums etc) – paid media on digital is not a strong solution.
Dear advertisers, no one wants to share your ad for you.
I’d say there is probably a few more “keys” to profitability than dark social. I would suggest this headline is somewhat over the top (to say the least)