Dark Social Shopping: Tracking Purchases from Messaging Apps
With the rise of messaging apps such as WhatsApp, Facebook Messenger, and WeChat, social media has become a powerful tool for businesses to reach and engage with customers. However, there is a hidden form of social activity that is not easily tracked or measured – dark social. In this digital age, consumer purchasing behavior has shifted towards these private messaging apps, leading to the emergence of dark social shopping. In this article, we will delve into the concept of dark social shopping and how businesses can track and capitalize on these purchases from messaging apps.
The Basics of Dark Social Shopping
Dark social shopping refers to the process of consumers making purchases through private messages on social platforms. It is a form of social commerce that takes place outside of the public view, making it difficult for businesses to track and measure. This type of social shopping is on the rise, especially among millennial and Gen Z consumers who value privacy and prefer intimate communication through messaging apps.
The growth of dark social shopping can be attributed to various factors, such as the ease of use, convenience, and personalization that messaging apps offer. With no public scrutiny or pressure, consumers can make purchases in a more relaxed and comfortable environment. Moreover, with the rise of influencer marketing and peer recommendations on messaging apps, dark social has become a trusted space for consumers to engage in shopping.
The Challenge for Businesses
While dark social shopping presents an enormous opportunity for businesses to reach and convert customers, it also poses a significant challenge. With no direct link to track, measure, and analyze, businesses struggle to understand the impact of dark social shopping on their bottom line. This makes it difficult to optimize marketing strategies and budget allocation, ultimately leading to missed opportunities and incomplete consumer data.
Moreover, dark social shopping is often seen as a one-to-one conversation, making it challenging for businesses to tap into the social aspect of marketing. With no public visibility, businesses miss out on creating a buzz and fostering brand conversations that could potentially lead to social media virality.
Tracking Purchases from Messaging Apps
Despite the challenges, there are ways for businesses to track purchases from messaging apps and measure their impact on the bottom line. Here are some methods to consider:
URL Shorteners
Using URL shorteners like Bit.ly or Ow.ly is one way to track links shared through private messaging apps. These tools allow businesses to generate a unique URL for every campaign or product, making it easier to track the number of clicks, shares, and conversions from messaging apps.
Referral Programs
Implementing referral programs can also help businesses track and measure purchases from dark social. By incentivizing customers to share links and offers with friends through messaging apps, businesses can gain more insight into how dark social is contributing to their sales.
UTM Parameters
Another method is to use UTM parameters in links shared through messaging apps. These parameters add specific tags to the URL, making it easier to track the source, medium, and campaign of the link and determine the success of dark social shopping.
The Benefits of Tracking Dark Social Shopping
By effectively tracking purchases from messaging apps, businesses can unlock valuable benefits and insights. With a clearer understanding of consumer behavior and preferences on dark social, businesses can optimize their marketing strategies, create more personalized and targeted campaigns, and maximize conversions. Furthermore, by tapping into the social aspect of dark social shopping, businesses can foster brand advocacy and amplify their reach and engagement.
In Conclusion
Dark social shopping is an emerging trend that is here to stay. With its growth, it has become essential for businesses to find ways to track and measure purchases from messaging apps. By utilizing the methods mentioned in this article, businesses can gain valuable insights and capitalize on the hidden potential of dark social shopping. With the right tools and strategies, businesses can build a robust presence on private messaging apps and connect with consumers in a more intimate and personal way.
