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I’ve seen a lot of conversation on the topic of “dark social” recently, much of it around the work done by Adidas and their Tango SquadsGoogle Trends suggests that’s correct:


I’ve also spotted various reports on the proportion of “sharing via dark social” – many around the 70% mark. Funnily enough I did a quick straw poll amongst a small (statistically unrepresentative) sample and it came out as 69% people predominantly shared via apps like WhatsApp.

This feels like a topic to feature in 2017 trends post!

What are your thoughts on dark social?

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