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Social media is not just an affordable way to build a distribution channel, but also a great way for sustainable brand building. I see early stage D2C brands being 70% focused on traffic and 30% brand building, this helps brands to get organic traffic later on and reduce CAC with bucks on paid acquisition. As much as this is true that crashing of a distribution channel affects the allied channels and restructure them in innovative ways, this too is true that once a successful distribution channel (not sure if this is in the mainstream) hits the saturation point the circle repeats in similar ways as it happens in failure. It happened with all GTM channels in the past. Be it SEO, PR, Ads, Billboards, referrals programs, drop shipping or affiliate, and so on. Some classic examples are: High open rates of text messages, too many of them stemmed RCS. High open rates of sales-led cold Emails, now only some selected newsletters adds value. High CTR of Sponsored Ads' layouts in search, no one clicks now until they are looking for it. Markets have been agile enough to replace anything in surplus supply with with something hot and innovative to balance the demand. Social Media has been different in this regard. It's definitely not content creation and consumption, which sounds static to post 100 posts a month and people will have 8 hours to consume it, so your content will have to fight with other content to come in the user's feed. I'm yet to sure if social media is a positive or negative sum game. It's something dynamic that creates a consumption bandwidth. Therefore, starting smaller and more targeted sounds a fair advice. Product is king, and the space is large. If you're offering something valuable, you will find your audience somehow.