What is dark social?

Content shared in private channels like DMs, messaging apps and email that are hard to measure.

Most people share content they like privately, not publicly. In analytics, these shares show up as traffic with no clear source.

UTM links and easy-to-share content help reveal dark social's impact.

Updated: October 12, 2026 · All terms

Run your social media from one panel

IZY Social writes posts in your brand's voice, publishes them at the right time and reports the results.