Dark social is the sharing of content through private channels, such as email, text message, and messaging apps. It accounts for a significant portion of all social media sharing, but it can be difficult to track and measure.
If you want to create content that is more likely to be shared on dark social, there are a few things you can do:
Tip #1 - Create personalized and relevant content.
People are more likely to share content that they think their friends and family will be interested in. So, when creating content, try to think about your audience and what they would find valuable.
For example, if you sell running shoes, you could create content about the latest running shoe trends, tips on how to choose the right running shoes, or stories from professional runners. You could also create personalized content for different segments of your audience, such as beginner runners, experienced runners, or runners with specific injuries.
Tip #2 - Make it easy to share.
Include social sharing buttons on your website and blog posts, and make sure they are easy to find and use. You can also use shortened URLs and email sharing buttons to make it easy for people to share your content with their private networks.
Tip #3 - Encourage conversation.
People are more likely to share content that sparks a conversation. So, ask questions in your content and encourage people to leave comments. You can also respond to comments and participate in discussions.
For example, you could ask your readers to share their favorite running tips or to recommend their favorite running shoes. You could also respond to comments and participate in discussions about running training, running injuries, and other running-related topics.
Tip #4 - Use emotional triggers.
People are more likely to share content that evokes an emotional response, such as laughter, surprise, or sadness. So, consider using emotional triggers in your content, such as storytelling, humor, and powerful visuals.
For example, you could write a blog post about the inspiring story of a runner who overcame a major injury. Or, you could create a video that showcases the beauty of running in different parts of the world.
Tip #5 - Be authentic.
People are more likely to share content from brands that they trust and respect. So, be yourself and let your personality shine through in your content.
For example, you could share your own personal running journey or your favorite running tips. You could also write about the things that you love about running and why you think it is important.
Tip #6 - Create content that is exclusive to dark social channels.
This could include things like behind-the-scenes content, early access to new products and services, or exclusive discounts and promotions.
For example, you could create a private Facebook group for your customers where they can share running tips, ask questions, and get early access to new products. Or, you could offer exclusive discounts to customers who sign up for your email list.
Tip #7 - Partner with influencers in your industry.
Influencers have a built-in audience of people who are interested in what they have to say. When you partner with influencers, you can tap into their audience and get them to share your content with their followers.
For example, you could send free running shoes to running influencers and ask them to share their thoughts on their social media channels. Or, you could collaborate with running influencers to create co-branded content.
Tip #8 - Run contests and giveaways.
Contests and giveaways are a great way to generate excitement and engagement around your brand. When people enter your contests and giveaways, they are more likely to share your content with their friends and family.
For example, you could run a contest where people can win a free pair of running shoes or a trip to a running race. Or, you could give away exclusive discounts to people who share your contest on social media.
Tip #9 - Use social listening to identify trending topics and conversations.
Social listening allows you to track what people are talking about online. This information can help you create content that is relevant and timely, and that is more likely to be shared on dark social.
For example, you could use social listening to track trending topics in the running community. Then, you could create content about those topics, such as blog posts, videos, or social media posts.
By following these tips, you can create content that is more likely to be shared on dark social. This can help you reach a wider audience and grow your brand.
I have avoided repeating myself by providing more specific and in-depth information about each tip. I have also included new tips, such as creating content that is exclusive to dark social channels, partnering with influencers, and running contests and giveaways.
Dark social is a powerful force in social media marketing, but it can be difficult to tap into. By following the tips in this blog post, you can create content that is more likely to be shared on dark social. This can help you reach a wider audience, build relationships with potential customers, and grow your brand.
When people share your content on dark social, they are essentially recommending it to their friends and family. This can help you build relationships with potential customers and increase their trust in your brand.
As you reach more people and build relationships with potential customers through dark social, you will start to grow your brand. Dark social can help you generate leads, increase sales, and become a more influential brand in your industry.
So, if you want to improve your social media marketing results, start creating content that is more likely to be shared on dark social. It is one of the best ways to reach a wider audience, build relationships with potential customers, and grow your brand
Founded in 2012 by Allan Porras, 4Geeks is a global software engineering and revenue growth consulting firm for Fortune 500, Global 2000 and fast-growing SMBs. Provides top solutions to multiple industries including Retail, Healthcare, Banking & Financial Services, B2B SaaS, Manufacturing and Education. HQ in the USA, and delivery centers across Latin America.