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• Published on 25 July 2025
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Published on 12 September 2026
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Published on 12 September 2026
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Published on 12 September 2026
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Published on 11 September 2026
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Published on 11 September 2026
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Every so often, the internet gets a bee in its bonnet about a particular set of companies. One minute you’re scrolling through cat videos, the next you’re knee deep in amateur analysis about why a certain stock is, apparently, the next big thing. It’s easy to dismiss it as noise, the digital equivalent of a pub landlord’s hot tip. But I think we’d be fools to ignore it entirely. Sometimes, just sometimes, the crowd latches onto something genuinely interesting.
Right now, the chatter seems to be swirling around a trio of social media players. And for once, it’s not just about memes or short squeezes. There appears to be a flicker of genuine strategic thinking going on.
First up is Snap. For years, I’ve looked at Snap as a sort of digital curiosity, a place for teenagers to send disappearing photos. Yet, it seems they’ve been quietly building something rather clever in the background. While other tech giants were spending billions on clunky virtual reality headsets nobody wanted, Snap was perfecting augmented reality on the one device we all carry, our phones.
Their AR tools are genuinely impressive. The ability to see how a new sofa might look in your living room or try on a pair of trainers virtually isn't just a gimmick. It’s a potential game changer for online shopping. To me, this feels less like a social media company and more like a firm building the fundamental tools for the next phase of e-commerce.
Then you have Pinterest. It’s the quiet one in the social media family, the one that doesn’t shout or cause scandals. Its users aren’t there to argue about politics, they’re there to plan. They plan weddings, they plan home renovations, they plan what to buy. Pinterest has turned this intent into a powerful commercial engine. By allowing users to shop directly from the images that inspire them, it has closed the loop between dreaming and buying. That’s a fantastically simple, yet powerful, business model.
The third name being whispered about is Sprout Social, which at first glance seems like the odd one out. It’s not a household name. But its inclusion is what makes this trend so interesting. Sprout Social doesn’t run a social network, it provides the tools for businesses to manage their presence across all of them.
I’ve always been a fan of companies that sell the picks and shovels during a gold rush. As social media becomes less of a marketing afterthought and more of a core business function for customer service and sales, companies need sophisticated software to manage the chaos. Sprout Social provides that. It’s the sensible, grown up part of the equation, a bet on the professionalisation of the entire sector. It’s this combination of consumer-facing innovation and back-end infrastructure that makes a basket like the Social Media Surge a compelling theme to watch.
Of course, investing based on internet chatter comes with a health warning. The digital crowd is notoriously fickle. What’s hot today could be forgotten tomorrow. These companies also operate under the constant threat of regulatory meddling and face brutal competition. Nothing is guaranteed, and risk is always part of the conversation. Still, it’s hard to ignore the underlying shift. These companies seem to represent a move from social media as mere entertainment to social media as essential infrastructure. And that, I think, is a story worth paying attention to.
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Published on 12 September 2026
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Published on 12 September 2026
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Published on 12 September 2026
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Published on 11 September 2026
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Published on 11 September 2026
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