Social Standards
Social Standards is a consumer analytics platform that transforms billions of social media posts into benchmarked insights across seven verticals (Beauty, Food/Beverage, Fashion, Health/Wellness, Travel, etc.) for Fortune 500 CPG companies and investment firms, delivered via SaaS dashboards and live consulting workshops.
- Company typePrivate
- Founded2015
- HeadquartersOakland, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Social Standards does
Social Standards is a privately held consumer analytics company founded in late-2015 and headquartered in Oakland, California, with additional offices in New York and Los Angeles. It operates a proprietary platform that ingests hundreds of millions of public social media posts per month from Instagram, Twitter, and TikTok, applies spam filtering and demographic enrichment, and then classifies the conversation through an in-house team of linguists and social media experts using proprietary software that disambiguates context-dependent language at brand, product, ingredient, benefit, and descriptor levels. The classified data is organized into seven market verticals (Beauty, Beverage Alcohol, Fashion, Food/Beverage, Health/Wellness, Home Goods, Personal Care, and Travel) and surfaced through a 'collective intelligence' benchmarking methodology that compares aggregate consumer conversation across brands rather than relying on traditional sentiment scoring.
The company's commercial offering has two components: a SaaS-style Market Insights product that gives enterprise subscribers direct access to the structured dataset and analytics dashboards, and a Professional Services workshop format in which Social Standards analysts work with clients in real time to answer strategic questions. Pricing is quote-based and not publicly disclosed. Customers are concentrated in Fortune 500 consumer packaged goods companies and investment firms (including Prelude Growth Partners, Primal Kitchen, Thayers Natural Remedies, and White Claw), and the firm has secured a flagship multiyear partnership with Boston Consulting Group that embeds Social Standards data into BCG's default consumer insights toolkit.
Social Standards has raised roughly $12.6 million across angel and strategic rounds from 2015 through 2018, with backers including TPG Growth, e.l.f. Cosmetics, Band of Angels, NY Angels, and DN Capital, and operates as a going concern with no disclosed M&A, leadership change, or restructuring events. The company reports no published revenue, and its trajectory is best characterized as moderate growth anchored by enterprise subscriptions, the BCG distribution channel, and incremental product expansion such as the January 2023 launch of TikTok consumer intelligence.
Social Standards firmographics
Firmographics- Name
- Social Standards
- Legal name
- Social Standards, Inc.
- Website
- https://socialstandards.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Social Standards is a consumer analytics platform that transforms billions of social media posts into benchmarked insights across seven verticals (Beauty, Food/Beverage, Fashion, Health/Wellness, Travel, etc.) for Fortune 500 CPG companies and investment firms, delivered via SaaS dashboards and live consulting workshops.
- Ownership category
- akta.pro rank
Where Social Standards is headquartered
LocationHeadquarters
- HQ city
- Oakland
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Social Standards business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Insights Tools Subscription: SaaS-based access to the company's suite of analytics tools allowing teams to directly explore millions of structured and contextualized social posts for comparative analytics. Sold as enterprise subscriptions with direct access to the platform.
- Professional Services / Workshops: Data analytics team works with clients in a live workshop style, exploring data in real-time to answer pressing business questions organically. Reduces time to value and eliminates traditional strategy engagement back-and-forth.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Social Standards product offering
Product offeringCore offering
Social Standards builds a consumer analytics platform that collects 350M–613M+ public social posts per month from Instagram, Twitter, and TikTok, classifies them at the brand, product, ingredient, benefit, and descriptor level, and delivers comparative brand and trend analytics across 7 CPG market verticals. Its commercial offering consists of a self-service SaaS insights platform and a live workshop professional-services engagement, sold primarily to Fortune 500 CPG companies and institutional investors.
Product overview
Social Standards is a consumer analytics platform that transforms billions of social media data points into benchmarked strategic insights for CPG companies and investors. The platform consists of two main offerings: (1) Market Insights (Insights Tools) - a self-service platform enabling users to explore structured social data across 7 market verticals through comparative analytics, conversation share measurement, and consumer motivation analysis; and (2) Professional Services (Workshops) - live workshop engagements where experienced consultants work with clients in real-time to unlock insights from the dataset. The core technology processes 350+ million social posts monthly, organizing data at brand, product, ingredient, benefit, and descriptor levels.
Differentiator
Problem solved
Functional benefit
Products and services
- Market Insights (Insights Tools) Self-service SaaS analytics platform that gives enterprise users direct access to millions of structured and contextualized social posts for comparative analytics. Enables conversation-share measurement, brand performance benchmarking, consumer motivation analysis, and trend tracking across 7 market verticals (Beauty, Beverage Alcohol, Fashion, Food/Beverage, Health/Wellness, Home Goods, Personal Care, Travel), targeting CPG brand teams and investment analysts.
- Professional Services (Workshops) Live workshop-style consulting engagement in which Social Standards data analysts work with enterprise clients in real time to explore the dataset and answer pressing business questions. Designed for CPG and investor clients that want guided, on-demand insight generation rather than purely self-service analysis, reducing time to value by enabling dynamic discovery during the session.
Quantifiable outcome
- Thayers Natural Remedies case study identified potential expansion opportunities - L'Oreal acquired Thayers on June 18, 2020
- +1 more outcomes
Companies that use Social Standards
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles3 records
Social Standards technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature6 records
Social Standards partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered flagship and core.
- Boston Consulting Group (BCG)flagshipMultiyear partnership announced April 2022. Led by BCG, Social Standards data is integrated to augment the company's strategic, operational and digital insights. Social Standards data becomes part of BCG's default toolkit for all things consumer, representing the company's most significant GTM partnership.
- NielsencoreMember of Nielsen's Connected Partner Program. Integration with Nielsen's measurement and analytics ecosystem for consumer insights.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Social Standards competitors and assessment
Company assessmentDirect peers
- NetBase Quid: NetBase Quid is a consumer and market intelligence platform that analyzes social, product, and survey data to deliver brand and category insights to CPG and enterprise clients. Highly comparable to Social Standards in customer base (enterprise CPG) and core proposition of social-analytics-driven brand and consumer intelligence.
- Brandwatch: Brandwatch is a leading social listening and consumer intelligence platform serving enterprise brands and agencies across use cases including brand monitoring, audience analysis, and market research. Direct competitor to Social Standards in social data analytics for CPG and enterprise customers.
- Talkwalker: Talkwalker is a social listening and analytics platform that indexes billions of conversations across social and online sources for brand health, competitive benchmarking, and consumer trends. Closely mirrors Social Standards' value proposition of turning social conversation data into actionable enterprise consumer insights.
- Synthesio (Ipsos): Synthesio, owned by Ipsos, provides AI-driven social intelligence and consumer research for global brands. Comparable to Social Standards in combining social data analytics with traditional market research methodologies for CPG and enterprise customers.
Broad incumbents
- Sprinklr: Sprinklr is an enterprise social media management and customer experience platform with deep social listening and analytics capabilities. Overlaps with Social Standards on consumer intelligence and social analytics for enterprise CPG, but covers a much broader functional footprint including publishing, service, and advertising.
- Sprout Social: Sprout Social is a social media management platform with growing analytics, listening, and competitive intelligence capabilities serving brands and agencies. Overlaps with Social Standards on social analytics and benchmarking, but the core product centers on publishing and engagement management rather than consumer intelligence research.
- NielsenIQ: NielsenIQ is a global consumer intelligence and measurement giant providing retail, panel, and media analytics for CPG brands and investors. Social Standards is a Nielsen Connected Partner, indicating partial overlap; NielsenIQ provides broader measurement scale while Social Standards focuses on real-time social conversation intelligence.
Emerging players
- Latana: Latana is a brand tracking and consumer insights platform that uses survey and social data to deliver audience and brand health analytics to enterprise marketers. Comparable in serving CPG brand tracking needs with consumer data-driven insights, though it relies more heavily on survey methodology than pure social analytics.
- Yabble: Yabble is an AI-driven consumer insights platform that uses machine learning to extract themes, sentiment, and trends from survey and unstructured data for enterprise market research. Adjacent competitor in AI-enabled consumer analytics for enterprise research and CPG insights teams.
Others
- GfK: GfK is a traditional global market research firm providing consumer panel, retail, and brand analytics for CPG and durable goods companies. Comparable on customer base (Fortune 500 CPG and investor clients) but delivers primarily structured panel and survey research rather than real-time social conversation analytics.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Social Standards social profiles
Digital presenceSocial Standards financial estimates
Financial estimateRevenue estimate
Valuation estimate
Social Standards leadership team
Management profileNumber of profiles
Profiles4 records
Social Standards funding detail
Funding detailFunding overview
Funding rounds4 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Social Standards M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Social Standards
What does Social Standards do?
Social Standards builds a consumer analytics platform that collects 350M–613M+ public social posts per month from Instagram, Twitter, and TikTok, classifies them at the brand, product, ingredient, benefit, and descriptor level, and delivers comparative brand and trend analytics across 7 CPG market verticals. Its commercial offering consists of a self-service SaaS insights platform and a live workshop professional-services engagement, sold primarily to Fortune 500 CPG companies and institutional investors.
Is Social Standards a public or private company?
Social Standards is a private company. It is classified as venture growth investor backed and is currently operating.
When was Social Standards founded?
Social Standards was founded in 2015. It employs 11 to 50 people.
Where is Social Standards based?
Social Standards is headquartered in Oakland, United States, in the North America region.
How does Social Standards make money?
Two revenue lines are on record. Insights Tools Subscription is the primary driver. The others are professional Services / Workshops.
Who are Social Standards's main competitors?
Direct peers on record are NetBase Quid, Brandwatch, Talkwalker and Synthesio (Ipsos). Broad incumbents are Sprinklr, Sprout Social and NielsenIQ. Emerging players are Latana and Yabble. GfK is listed as an others.
Does Social Standards have an API?
No public API is recorded for Social Standards.