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What Is Dark Social? How Brands Can Win Gen Z With Private Communities

Let’s talk about dark social – the powerful shift away from public feeds and into private, authentic conversations on platforms like WhatsApp, DMs, Instagram Broadcasts, and closed Facebook Groups.

In this social media strategy update, I explore why dark social is essential for connecting with Gen Z in 2025 and beyond. Spoiler: Gen Z isn’t looking for polished promo posts, they want genuine, interest-led conversations in trusted spaces.

In this video, you’ll learn:
✔️ What dark social means for your business
✔️ Why Gen Z prefers private platforms like DMs, Reddit, WhatsApp
✔️ How to build trust through conversation, not conversion
✔️ Real examples of brands getting it right
✔️ Practical tips to update your dark social strategy for 2026

According to AdWeek and Global Web Index, Gen Z is more likely to share content privately than post publicly. And Instagram CEO Adam Mosseri confirms the most activity on Instagram now happens in DMs, not the feed.

If your current strategy is just “post and ghost,” it’s time for a rethink. Social media is no longer just about visibility – it’s about being part of the conversation.