Tumblr the latest to introduce Messaging as dark social option for users

One trend we’ve been sharing with clients as we look to 2016 has been the rise of chat, instant messaging and dark social conversations as a check/balance from public social (over-)sharing that’s dominated social trends in recent years.

Messaging is the new-old social media and will grow by 1.8 billion new users by 2018. Some messaging apps already surpass Twitter and Instagram for time spent.

This latest news from Tumblr only reinforces the importance of watching this user-behavior shift closely.