Social media engagement is shifting. This presents as much of an opportunity as a challenge for brands.
Why? So-called “dark social” platforms – private messaging apps that can’t be accurately tracked – are where the most sharing takes place, ahead of social media and word-of-mouth. Brands looking to integrate their services across social media must focus on giving users the opportunity to follow up on recommendations that come through private messages in a streamlined way within the single platform.
This webcast will explore dark social’s role as a marketing channel using GlobalWebIndex’s consumer profiling research in the U.S. and UK. Their presentation will dive into consumer attitudes towards sharing content on private messaging apps and uncover which sectors have the most potential in this space. In addition, presenters will reveal which consumer groups are most likely to click-through and purchase via these platforms following peer-to-peer recommendations with travel booking in the spotlight.
Chase Buckle – Trends Manager, GlobalWebIndex