Our latest deep dive: Return on Social

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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.

What you'll find in this deep dive:

• How to make the business case for social investment without getting laughed out of the boardroom

• Why treating social as infrastructure beats treating it as a channel

• The creator partnership models that scale beyond one-off campaigns

• Strategic approaches that work when you can't rely on viral luck

• Your 90-day action plan to stop defending social budgets and start proving them