Social in 2017: What the rise of ‘dark social’ and chat apps means for marketers

This article, taken from the Warc Toolkit 2017 report, looks at the implications for marketers of the rise of 'dark social' seen in recent years through the proliferation of chat apps such as WhatsApp, Facebook Messenger, Line and WeChat.

Social in 2017: What the rise of 'dark social' and chat apps means for marketers

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The time spent using social media channels is increasing, but the platforms used are increasingly closed or private rather than open or transparent to marketers.

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