Down and wide strategy for growth and thriving

Up: § 2023 Shareholder Letter Index

The simplest way to describe our current overall strategy is “down and wide.” By “down,” I mean that we are expanding down-market to serve individuals (creators, entrepreneurs, influencers, professionals) as well as small businesses. The goal of going “wide,” is to increase the breadth of our product and serve customers with a wider range of solutions to problems.

We’ve gone further down-market in the past year by streamlining our signup and onboarding flow, adding almost all new value to the free plan in addition to paid plans (sometimes with limits), and by adding more automation and flexibility, for example, through our improved Zapier integration. One way we’ve been going wide is by offering more publishing channels; where we added two more (TikTok and Google Business Profiles) in 2022 and another two (Mastodon and YouTube Shorts) last year. Another is by offering tools beyond social media, such as Start Page, our simple microsite or link-in-bio builder.

We believe the down and wide strategy is uniquely ours to take on, because our passion for entrepreneurs and small businesses is embedded in the DNA and culture of the company, and we are in a unique position of being at scale without traditional investor pressure to go up-market. At the same time, the fact we are established means that we can build out a comprehensive offering and we have existing partnerships with the social networks, and a strong brand people are able to trust is here to stay and continue serving them.