Let’s talk about the mysterious world of dark social—and no, it’s not some secret, underground social network (though that sounds way cooler than it actually is). It’s the stuff happening in the background, like when someone texts your TikTok video to their friend or shares your latest blog post in a DM. As a business owner, this is big because it means not all engagement is trackable by the usual likes and comments.

In this episode, I break down what dark social actually is, why it’s on the rise (hello, Gen Z!), and how it might be affecting your social metrics. You might be getting more engagement than you think—just not where you can see it. And don't worry, I’ll give you some practical tips to actually use this trend without pulling your hair out.

Here’s what’s in this episode:

• what the heck dark social even is (and why you’ve probably been a part of it)
• why your Instagram likes might be down, but that doesn’t mean no one’s watching
• how brands are leaning into dark social with private communities and message-based sharing
• practical tips to adapt your content strategy for this private-sharing era (without doing the most)

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Go to the show notes for all the resources mentioned in this episode: https://onlinedrea.com/328