“I saw a comment you made on a competitor’s post”

That’s what a co-founder told me on our first call.

I smiled because, honestly, I hadn’t realised how powerful commenting had become.

I have been analysing this for a good while now, and it’s simply fascinating.

Some months, my comments reach more people than my actual posts. A few have crossed 21K impressions, which still feels wild to me.

Moreover, I knew what comment she was talking about.

It had zero reactions and not many impressions.

Not even 100 impressions. I checked 😭

But enough impressions to get 1 inbound lead.

That’s the thing about “Dark Social”

The conversations we, marketers, cannot fully track, measure, or attribute, but that quietly pull the right people into your orbit.

Hear me out. No ad spend. No automation. No AI.

Just a genuine gesture left in the right place at the right moment. Shaping trust, attention, and buying decisions behind the scenes. Invisible interactions that make the sales process easier looong before a sales call ever happens.

I didn’t do any magic, but it makes me wonder.

Do founders and companies really want to spend their days chasing sales or harvesting them?

Because many say they want the second choice, but only invest time and money in the first approach 🧡

Linkedin original post: https://www.linkedin.com/posts/angels-bosch