The Majority Of Content Shares Are Via “Dark Social” URL Shares

Written by Beth Cunniffe: Content manager.
· 4 minute read

Content marketers craft their content with shareability in mind. Reader engagement is often the best measure of how well content is performing and analysing pageviews, bounce rates and number of shares are all excellent ways to evaluate engagement and ultimately, content success.

Typically, social shares and email marketing have been the only way to track the amount of content shares. But it seems that this doesn’t actually provide a full picture as most sharing occurs in private.


A recent experiment by Econsultancy has revealed that 87% of all content shares are made through copying and pasting directly from the address bar. Marketers have never been able to track or measure this type of sharing which means they haven’t really been understanding how their content is performing. However, thanks to Amigo, tracking address bar shares is now possible.


Econsultancy teamed up with Amigo for their experiment, tracking content shares over a three month period. Taking some of their content from one particular client they measured the percentages of shares they received across a range of different channels.


Their overall share rate was 3.4% and by using the Amigo tracking tool were able to get a comprehensive overview of exactly where their shares came from:





As the image highlights, almost 87% of shares were done via the address bar with social media only accounting for a small fraction of content shares. This reveals that most people distribute content with others in a more direct manner; copying and pasting links into emails and private messenger platforms rather than making the content public across social media channels.


The folks at Amigo says their technology “enables you to track all sharing of your content, including “dark social” URL shares alongside shares from native, fully-configurable, multi-channel sharing buttons.”


Having a fuller picture enables marketers to tailor their content marketing strategies accordingly and gives them a previously untapped market to examine.


The next step after identifying these “dark shares” will be to footprint what percentage of these lead to traffic and ultimately conversions.