When Brands Should Go Dark on Social Media

In the “always-on” era of social media, maintaining a consistent brand presence is crucial. However, there are instances when going "dark" or taking a temporary hiatus from social platforms can be a strategic move for brands. Let's delve into when and why brands might choose to go dark on social media.

1. Rebranding and Strategic Overhaul

Sometimes, a brand needs a fresh start. Going dark can be a part of a broader strategic overhaul of the brand's image. This silence can build anticipation and create a buzz around the impending relaunch.

2. Crisis Management

In times of crisis such as a product recall or a public relations event affecting the brand, going dark can signal that the brand is taking the situation seriously. It allows the company to reassess, regroup, and come back with a thoughtful response or solution.

3. Seasonal Breaks

Taking a break during slower seasons or holidays might be a deliberate move. This break can save brands from spinning their wheels by pushing content when engagement is naturally lower and allows them to return with fresh, relevant content. For example, it may be advisable for a seasonal business like a golf course to slow its cadence in the winter months and gradually increase the content as they get closer to re-opening for the season.

4. A Moment of Silence

It’s important to always keep a level head and consider the issues at large affecting your demographic. If you are a local business in a small town that is battling down the hatches in preparation for Hurricane Irene now is NOT the time for your BOGO offer. When a crisis occurs whether internal or external you must look at the content you have pre-scheduled and consider whether it fits the current tone.

5. Strategic Teasers and Buildup

Going dark doesn't always mean complete silence. Brands can use this time strategically, offering teasers or building anticipation for a major product launch or event. This controlled blackout can heighten excitement and interest. The Kardashians famously will archive all of the posts on their feed in anticipation of new product launches to get even more eyeballs on their accounts.

Conclusion

Knowing when to go dark on social media requires a keen understanding of the brand, its audience, and the current social climate. While maintaining a consistent online presence is vital, strategic breaks can be equally powerful. Whether it's for rebranding, crisis management, or simply to recharge creativity, going dark can be a deliberate and effective move in a brand's social media strategy. It's about finding the right balance between being present and knowing when to embrace the shadows.