Jente Joris

Jente Joris

Social Media Director
RCA Group

Dark social x micro-influencers
From #sharenting to Reddit posts, we all share tons of content. On our public timelines but maybe even more in private messages and group chats. Hence, dark social. 

Nothing scary but an enormous amount of difficult to track conversations. The trigger is the same: relevancy. I see, read, watch something that interests, excites, amuses me and I forward it to ‘people like me’. 


In those messages lies tons of social media potential. No big media spends, no celebrity endorsement.  But relevant stories, tailored to true brands fans and leveraging the power niche communities of micro-influencers using 2 main drivers:

  • belonging (being part of a community of peers)