For the longest time, social was perceived as a side job. One that didn’t need as much insight as other channels. But in 2026, that reality has changed. It goes to show how much of marketers’ views are blinded. Blame the hyperconnected, digital-first world.
Buyers are no longer making decisions in boardrooms. Prospects may indicate intent without ever entering your marketing funnel. That’s marketing’s reality- the dark social.
It’s not a buzzword. It’s how buyers communicate and make decisions today. It leaves a gap in their attribution equation- and marketers are in panic.
How do you gauge intent when it’s untraceable?
Let’s show you what actually happens in this black hole.
