Why it matters

Depop is growing fast among a consumer segment that many brands say they struggle to win over: Gen Z. A global reselling platform with an important social element, the company has excelled at creating and leveraging its distinctive community for swift and impressive growth.


  • For brands born on social, or heavily involved in social, content teams must be empowered to execute ideas while they’re still fresh.
  • Don’t be precious: people will see marketing content amid a flurry of videos, images, articles, and copy from other places so focus on what works for your audience rather than restrictive brand guidelines (include the logo, though).
  • Though you can target extremely finely on social, it doesn’t mean you should. Depop’s success has come from prioritising reach.