Dark social: why your CRM is only showing the tip of the iceberg

Why is it called ‘dark’ social?

Despite the slightly ominous name, dark social isn’t secretive or underhand. The “dark” part simply means these interactions happen out of sight — in private channels like messaging apps, DMs, email, or closed groups. They're invisible to most analytics tools, including your CRM.

So while your CRM or social dashboard might show you a handful of likes, shares, and comments — that’s just the tip of the iceberg. Beneath the surface, your content could be shared in dozens of other ways that are more personal, more trusted, and far more common.

In fact, it’s estimated that up to 95% of social sharing happens through dark social channels — not in public posts or feeds.

What is dark social?

Dark social refers to the private, direct sharing of content via messaging apps, emails, and closed groups. It’s the conversation behind the curtain — the product link texted to a friend, the blog forwarded to a colleague, or the recommendation sent in a WhatsApp group.

While it’s hard to measure, it’s hugely influential. These are often the most trusted and intentional shares — far more personal than a public ‘like’ or share.

How to use dark social in your marketing strategy

You can’t track every interaction, but you can design your marketing to work with this hidden layer of activity.

1. Create shareable, valuable content

Focus on content that people want to share privately — think tips, tools, insider insights, or exclusive offers. If it’s useful or entertaining, it’s more likely to be passed on below the surface.

2. Encourage direct sharing

Make sharing easy with clear buttons for WhatsApp, Messenger, or email. A simple “Send this to a friend” line can work wonders.

3. Use stories and short-term posts

Stories and short-term posts (like Instagram or Facebook Stories) feel more casual and are perfect for encouraging quick shares without overwhelming your main feed.

4. Use messaging apps for real conversations

One-to-one messaging on platforms like Instagram, Facebook, or WhatsApp allows for genuine interactions — and gives customers a direct line to your brand.

How dark social can boost your social strategy

Dark social may not show up in your reports — but it’s likely where your audience is most active and engaged. It adds the following to your strategy:

• Greater trust: Personal shares feel more genuine than public promotions.

• Better leads: A private recommendation is essentially a trusted referral.

• Deeper relationships: Messaging fosters a closer, more responsive connection.

• Less noise, more relevance: You're engaging where real conversations happen — even if they’re out of sight.

  
  

Think of it this way: your visible social stats might look modest, but just like an iceberg, the real weight and influence lies below the surface.

You might not be able to measure every share or message, but that doesn’t mean they’re not happening. By recognising and designing for dark social, you can unlock a more personal, powerful layer of engagement that many brands overlook.

It’s not about chasing visibility — it’s about creating content worth sharing, even in the quiet, private spaces where real influence happens.

If you need help cutting through the noise and building a strategy that actually works? We work with businesses of all sizes to create content that connects, converts, and builds a brand you’re proud of.