It seems like only yesterday when Facebook emerged, bringing about the social media revolution. While many (like Myspace) tried to push the idea of social onto the world, Facebook seemed to have the community that enthralled people, and made them want participate in the newest digital hub. In the decade that followed, new channels such as Twitter, Pinterest, Instagram, Linkedin, and others have brought new elements to the table. However, only with the onset of Snapchat, Whatsapp and Facebook Messenger has the space been truly redefined.
What’s new about these channels of course is privacy. Whatsapp and Snapchat were created for direct communication. There is no newsfeed or timeline. Nobody sees what you write unless you are writing directly to them, and shares are virtually untraceable. This trend of personal, direct communication is often referred to as “Dark Social”. These channels can be anything from Whatsapp to Snapchat, to email, Facebook Messenger, secure browsing and even organic search. Studies show that 70% of all social shares are dark. This shows private messaging channels are becoming more relevant to the average social media user, maybe more so than traditional social media avenues.