The term dark social media may, upon first reading, bring about visions of a V for Vendetta dystopia – memories of that one time that you downloaded a movie illegally as a teenager, or the classic Youtube to MP3 conversions of a student DJ. In reality, dark social refers to the sharing of online content through private channels – namely messaging functions across various social media platforms, emails and text messages.

What is dark social?

The perception of dark social as being in the realm of private exchanges might seem at odds with a social media marketeer’s objectives – with a key one usually to get as much attention as possible. However, it’s helpful to think of these channels as digital word of mouth. In recent years, social-first marketing approaches have, at their most adventurous, taken an unfiltered and unserious approach. Take, for example, an Instagram post from Garnier depicting the outcome of a content creator being on annual leave, or musician Steve Lacy’s online presence being so infamous that Dazed declared him to be ‘known not only as a gifted musician but as an avid shitposter’. In a saturated market of manufactured authenticity and, perhaps, faux grit, stepping back and returning to an emphasis on the ‘social’ of social media can be an impactful move. Focussing on communication, and an approach that centres providing value to consumers, is a bold and profitable move. Dark social media is the ultimate medium for this strategy.

WhatsApp and dark social

A hugely popular platform for dark social is WhatsApp. Although often thought to be limited to interpersonal connections, the messaging app has evolved to be used for information sharing, industry bulletins and community group chats. This is illustrated perfectly through the strategy of Athene Club, a London-based community group that organises hikes, runs, creative workshops and podcasts. This social-first collective aims to build community among young women through creative networking and embracing the great outdoors (all presented through a well-curated Instagram feed of film photography portraits and original graphic design). WhatsApp acts as a practical and informal means of communication. In a Dazed interview, co-founder Zaineb Abelque described the importance of the organisation’s groupchat: “You get girls messaging ‘I appreciate you so much’. Or you invited two girlies and they’ve become best friends, or got a job together, or they’re hanging out in Tokyo. The group chat is like 500 people.” Evidently, for Athene Club, WhatsApp groups are a galvanising force to convert social media likes and messages into real-world connection.

Beyond collectives and community groups, WhatsApp has also been used as a means of providing exclusivity. The Face magazine recently launched a channel on the platform that acts as a “‘peek’ behind ‘the curtains’ of how a magazine is made”. Output ranges from biro-annotated page layouts, musings on the creative process from editor Matthew Whitehouse, signed off TTFN (that’s “ta ta for now”), and office Spotify playlists (yes, it did include Addison Rae and 2hollis). Tapping into a consumer fascination with fashion and lifestyle magazines, in a tale as old as The Devil Wears Prada, the Face cleverly uses dark social to provide its readers with a unique insight into the editorial process, setting the brand apart from competitors. Yet this approach of providing industry insights isn’t limited to independent magazines; the practice can be applied across different sectors. Need another example? Check out Battenhall’s WhatsApp channel here.

Instagram and dark social

Beyond WhatsApp, it’s important to recognise dark social’s role when it comes to in-app functions. A brand’s Instagram DMs have long been assumed to be the domain of customer service requests at their best, and an untamed wasteland at their worst. Fashion brand, Lucila Safdie, has subverted preconceived ideas around luxury marketing through its use of the platform’s messaging function. Debunking the idea that exclusivity and inaccessibility drive consumer perception of luxury brands’ high value has paid off for Lucila Safdie. Described as a brand that brings ‘online girlhood IRL’ by Habi Diallo of Dazed, this characterisation has been driven, in part, by the brand’s film club events series – which encourages attendees to submit recommendations via DM. Inviting consumers to be a part of the conversation essentially encourages greater brand affinity that extends beyond a frilly ensemble.

Another way in which brands can connect with audiences on a deeper level is by utilising Instagram’s Broadcast Channels. A great approach to take, especially when working with brand partners or influencers, is to lean into the informal, personal aspect of a channel. Musician Joy Crookes’ use of the format is a good example of this, with the title ‘joy 2 the world’. With content ranging from behind the scenes videos, snippets of unreleased music, exclusive tour announcements and a number of unposed selfies, Joy’s channel almost takes the form of an unfiltered MySpace account. Combining informal content with exclusive announcements is a dark social match made in heaven. While an artist’s social media presence was once a means of getting ‘hot off the press’ news, social media now seems to be a required prerequisite of existing in the public eye. Making the move towards dark social  can refresh this sense of exclusivity and provide genuine value for your audience.

Forums and dark social

Interestingly, dark social media has also been successfully used by organisations like NTS, an independent radio station broadcasting live from London and in locations around the world. While radio is a legacy media that isn’t always associated with social-native practices, NTS has truly managed to bridge the gap between digital and analogue. The organisation’s social media presence is a thing of beauty – with a content mix of editorial and brand partnerships, archive footage, consistently-designed assets and ironic merch (take a never boring, totally fun, sexy forever cap, for example) which satisfies vinyl traditionalists and TikTok warriors alike. The community spirit that the radio has championed since its inception can also be found on its Discord channel. User discussions span five groups: ‘chat’, ‘live-on-1’, ‘live-on-2’, ‘listener-picks’ and ‘events’. Topics of discussion can range from track IDs to Ebay furniture finds, with show hosts often chiming in live on air. It’s this direct exchange of information online that translates into a loyal band of hipster listeners. Take inspiration from the community engagement enabled by Discord forums to align brand output to your audience’s interests. Give the people what they want!

How to get started with dark social

If you’re looking to get started with a dark social strategy for your brand, consider these three requirements:

1. Exclusivity: If your dark social output doesn’t offer an alternative to in-feed posts, any channel will just be perceived as yet another notification clogging a consumer’s inbox.

2. Audience: Have a clear idea of who your audience is and what kind of content they like to consume. Remember: birds of a feather!

3. Platform: Dark social is broad. It spans different platforms like WhatsApp, Instagram and Discord, and can take the form of DMs and broadcast channels. Pick a platform and format that aligns with your brand and target audience.

The main takeaway here is that dark social doesn’t need to be seen as an inaccessible or intimidating space for brands. Use these mediums as a means of communication with consumers, building a sense of community through genuine exclusivity and behind the scenes insights. Whether you’re spotlighting fashion design processes, editorial insights or dub deep cuts, there’s a dark social strategy that will work for you.

Keen to find out more? Email our team – hello@battenhall.com – to speak with one of our experts.