David Protein hit a $750M valuation before their first birthday using TikTok as their primary growth engine. P.Louise generated £1.5M in sales through one 12-hour livestream. Meanwhile, most brands are still asking their social teams for "more engagement."
The gap between social theory and commercial reality is closing fast - but only for brands willing to stop treating platforms as afterthoughts.
Three months of research, 50+ marketer interviews, and the frameworks that turn social platforms into profit centres - that's what went into our latest deep dive: Return on Social: Why boards should care and what to do about it.
What we discovered
After all those practitioner interviews and analysis of hundreds of campaigns, one pattern emerged: the brands winning aren't chasing viral moments. They're building systematic approaches that turn social platforms into business infrastructure.
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