It’s been hard for new consumer social companies to get traction in the last five years, and even harder to hold on to early hype. The existing “giants” (Facebook, Instagram, YouTube, Twitter) eat up most users’ screen time and cell data, and their network effects make it tough to justify posting content elsewhere. The only recent “breakout” with lasting traction was TikTok, which built off Musical.ly’s user base and is still spending billions on marketing.