Embrace The Person-to-Person Culture

With the marketing world moving so fast we are now experiencing problems we never even considered. DarkSocial is just one of these, but it's a doozy!

DarkSocial stems from users not sharing concepts with everyone anymore, instead consumers are sharing products, services, and content directly to acquaintances they think would be able to use it. These are conversations we as marketers are not privy to and thus cannot attribute any monies to.


DarkSocial dark social person-to-person culture private messaging social media digital marketing

Whilst that problem persists and we are still looking for solutions we should also look at the positive. This particular cloud's silver lining lies in the fact that we can assume users are enticed and influenced greatly by what others are saying and doing.

Now you might be asking how we as a brand can do this without actually being someone's friend and thankfully I have some concepts for you:

Social proof, AKA showing how many people are also participating.

Showing how many users are buying or looking at a product/service can have a profound effect on customer behavior.

A simple 'X amount of people are looking at this' forces someone to consider stock availability and helps re-affirm their decision after clicking on something which caught their attention.

This is used to great effect by brands like eBay which show how many people have bought something in the last hour, paired with stock availability in some instances.

Cottages.com recent case-study with Fresh Relevance showed that this concept of displaying the amount of people viewing and buying a certain product offered a faster purchase. It also helped increase response and lessen abandonment.


social proof digital marketing cart abandonment cottages.com

This concept isn't particularly new, in fact, it's been used in the online ticketing industry for quite a long time albeit maybe not real-time.

When considering this you should also not limit yourself to adding this on site as it can be used with great effect in emails; especially cart and/or browse abandonment when paired with countdown timers.

These combinations of concepts help drive urgency in users whilst providing useful information as can be seen in almost any Amazon sale where limited items are available in a limited time (We all know how successful Prime day is...).

I hope this helps get you on your way embracing consumer led urgency.

    Justis thought leadership  


Justis Saayman

Fresh Relevance
Strategic Marketing Consultant
With more than 15 years experience in visual communication, Justis has worked with businesses from start-up to enterprise level on conceptualizing and optimizing their marketing strategies across all channels. You can find Justis speaking at marketing and tech events, complaining on Twitter, or playing with technology like drones and 3-D printers in his spare time.



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