Social Standards

High-Level Overview

Social Standards is a consumer intelligence platform that structures and analyzes billions of authentic social media conversations from platforms like TikTok, Instagram, Twitter, and Reddit to deliver actionable insights on brands, products, trends, and consumer motivations.[2][5] It serves primarily CPG (consumer packaged goods) brands, PE firms, management consulting firms, and investment banks for corporate strategy, product development, investor due diligence, and equity research.[2][5] The platform solves the problem of unstructured social data by transforming it into quantifiable, benchmarked analytics at category, product, feature, and trend levels, enabling faster decision-making and competitive advantage.[2][3] With $5.8M in total funding across 3 rounds, ~30 employees, and $5.6M revenue, it shows steady growth in the market research space.[1]

Origin Story

Social Standards was founded in 2017 and has offices in New York, Oakland (headquarters at 160 Franklin St), and Los Angeles.[1][2] While specific founders are not detailed in available sources, the company emerged to address gaps in traditional market research by harnessing collective intelligence from social channels.[2] A pivotal moment came in January 2023 with the addition of TikTok data, expanding coverage to four major platforms and enhancing its utility for CPG executives and investors.[2] Early traction built through proprietary content structuring technology, leading to adoption by top CPG brands and investment firms.[2][5]

Core Differentiators

• Proprietary Data Structuring: Uses linguists, social media experts, and sophisticated software to classify, index, and benchmark unfiltered social conversations into ontological relationships for quant-based insights on consumer motivations.[2][6]
• Multi-Platform Coverage: Analyzes data from TikTok, Instagram, Twitter, and Reddit, providing comparative analytics across brands, products, features, and trends.[2]
• Tailored for Key Users: Delivers deep insights for CPG strategy, growth investment, product innovation, PE due diligence, and investment bank advisory—trusted by the world's largest firms.[2][5]
• Actionable and Agile: First-to-market tool revolutionizing market analytics with real-time, structured social data for outsmarting competition.[3][4]

Role in the Broader Tech Landscape

Social Standards rides the trend of social listening and AI-driven consumer intelligence, capitalizing on explosive growth in platforms like TikTok where billions of daily authentic conversations reveal unfiltered consumer sentiment.[2] Timing aligns with CPG brands' shift from surveys to real-time social data amid rising demand for agile, data-backed decisions in volatile markets.[3] Market forces favoring it include the explosion of user-generated content and need for competitive benchmarking in fragmented consumer spaces.[1][2] It influences the ecosystem by empowering investors and brands with insights that accelerate product development and strategy, bridging social media's raw volume to enterprise-grade analytics.[5]

Quick Take & Future Outlook

Social Standards is positioned to expand as social platforms evolve and AI refines conversational AI, potentially adding more channels like emerging video apps or integrating predictive modeling. Trends like hyper-personalized CPG marketing and investor reliance on alternative data will amplify its role, with growth likely from deeper enterprise penetration and international expansion. Its influence may evolve from niche analytics to a standard in due diligence and innovation pipelines, solidifying its edge in transforming social chatter into strategic gold—much like its core mission of turning unstructured data into market dominance.[2][3][5]