Reach and Visibility Aren’t Vanishing - But they are going dark.
Reach and Visibility Aren’t Vanishing - But they are going dark.
“People aren’t liking our posts”, “They’re not getting as much engagement and comments as they used to”, “The algorithm is working against us”
Recently, we’ve heard it all.
And it’s completely understandable.
You’re sitting looking at the metrics and analysis and it’s tumbleweeds.
It’s terrifying.
Yet, somehow, orders are still coming in, leads are still reaching out.
Don’t make the mistake of backing off social media because of it.
You’re still getting that social money... It’s just gone dark!
Dark Social - A trip into the unknown
Dark social sounds terrifying, like some kind of dark web LinkedIn where all the terrible people lurk to do criminal activities. But it’s definitely not that.
All the dark means is that the analytics can’t see whats happening to your content. Truth is, your content will always go beyond just that platform.
PDFs will be downloaded and shared and emailed. Funny videos will be DMed and WhatsApped to other people.
Your content, travels beyond what is measured on the public billboard that is the “main” platform.
So what we’re actually seeing is a rise in dark social.
But why?
There’s a few key drivers for this shift. Predominantly widespread "feed fatigue".
Lets face it we’re addicted to socials. “Doomscrolling” is a common word now and we’ve grown up with social media for the better part of 20 years now. So most people…. They’re just burnt out from it all.
The same posts, the same AI slop, done again and again and again. So we’re seeking safer and more private spaces away from public posts.
The trolls don’t help with that either.
The continued throttling of organic reach by major social media algorithms also means that when we do come across a post we enjoy, we WANT to share it with friends to ensure they see it.
In fact, The Ticket Fairy estimates that roughly 70% of event links are now shared via dark channels. They note that Gen Z users, in particular, prefer interacting in interest-based private chats over blasting opinions on public timelines.
The Importance of accepting the dark
You have to embrace dark social as it’s often the invisible force that helps continue driving leads, conversions, purchases, etc
You can’t track it, but it is happening.
That funny video you made? Been shared with 2 friends who now want to know more about you. That PDF? That’s been emailed to colleagues and other business owners because it’s so useful.
Everything you create has a value that goes beyond just “social media”.
So yes, while people have often moaned about and rightfully maligned “vanity” metrics, they are truly beginning to show their lack of real value/worth now.
In fact, people and companies are starting to understand that conversations and communities are key parts of your marketing strategy.
You will have started to notice brands and people working in channels and parts of platforms that aren’t considered “true social media” such as WhatsApp.
So expect to see more brands working in the dark. Using and really gaining traction through features like Instagram and WhatsApp broadcast channels to build genuine, private VIP communities.
Other social news
Platforms like TikTok, Instagram, and YouTube are now the shopping kings and queens, the new Shopping Channels.
They now collectively account for over 60% of product discovery, officially surpassing Google.
It turns out people prefer looking for user-generated content and personal experiences over traditional search results or AI chatbots.
Not only this, the traditional “influencer marketing” model is maturing. Audiences are highly sceptical of scripted, one-off celebrity endorsements now and instead, micro-creators and niche experts are becoming the new go-to trusted people for consumers.
Instagram recently introduced the ability for users to edit and zoom in on thumbnails for already-published posts (FINALLY), giving brands better control over their grid aesthetics. So expect a lot more perfectly manicured Insta grids coming your way.
Additionally, carousel posts have made a massive comeback as it seems the algorithm heavily rewards "saves" and "shares” which carousels really do invite as a main form of engagement.
Team Updates
What a busy April it was and May is even busier already, lets catch you up on what we’ve been doing.
The Jem
Jem has had an incredible April, being a very busy bee going here there and everywhere.
First up she went to an incredible networking group event with a twist. The Moulin Rouge!!
While I would love to have seen Jem try her best with the can-can (especially after a few glasses of bubbly), we have no evidence of it. So in the mean time we can enjoy these photos from her amazing night out.
Not only has she been wined and dined for business purposes, she’s been wined and dined by her family too. Taken out for a glorious meal with epic views.
However, in between all these fancy meals, Jem has tried to stay grounded with nature. From walks in the woods through to even having an app on her phone that changes her background to local natural scenes, its helped provide much needed relief and calm in what is usually a very hectic schedule. So here are some of her favourites to share with you.
Sarah B
In comparison to our illustrious leader, Sarah B’s life has been quiet and tame. Taking some much needed time to focus on her work. She been devoting more time to her content, particularly TikTok, and has been seeing the blossoming buds of success from it.
Naturally, Sarah’s life abounds with meeting friends in pubs, staring lovingly at strangers’ dogs (in this case a rotweiler), and having quality catch ups with family and friends coming to visit her up’Norf!
One thing Sarah is looking forward to is this change in weather, as she has been itching to get back onto the beach and into the arcades and fairground rides.
Sarah A
Sarah has been gallivanting about and exploring JAPAN!!!
She’s been all over the place, but particularly Tokyo, and had an incredible time with amazing sights, wonderful nightlife, and delicious food. We are all rightly very jealous and we’re so glad to have her back from this well earned break.
Freddie The Squirrel
Freddie has been running around trying to get everything ready for the second baby while also prepping for the first baby’s birthday. So, between email newsletter writing and other copywriting duties, it’s been chaos.
Thankfully, he also has been taking some time out in the woods, having nice long strolls and enjoying some peace and quiet with the family in the sun.
If you’re still not convinced about the power of dark social, or even social social, then why not talk to Jem today and see what she can do for you?
