The Social Marketing Playbook Has Changed — Why We Backed Nectar Social
By Tony Conrad, February 24, 2026
The playbook for social marketing has fundamentally changed.
Instead of starting with a search bar and ending on a checkout page, discovery now begins in social feeds, accelerates in comments, moves into DMs, and closes inside intimate, personalized conversations. Community is the new funnel and conversation is the new conversion surface.
Yet most brands are still operating with tools built for a previous era—cobbling together listening platforms, engagement software, campaign tools, and attribution systems that were never designed for conversational commerce. This results in fragmented data, reactive workflows, and revenue left on the table inside the fastest-growing surface in digital commerce: social DMs.
Misbah Uraizee and Farah Uraizee founded Nectar Social in 2023 to rewrite this playbook.
We first met Misbah and Farah in October 2024 through Trust Fund Founder Sophia Amoruso. From our first conversation, their clarity stood out: they are intensely detail-oriented, deeply customer-obsessed, and ship products at a remarkable velocity. We were so impressed with their dynamic, technical acumen, and product vision that we signed a term sheet within a month and closed our investment in Q1 2025.
As Meta product and engineering leaders, Misbah and Farah helped build consumer products at global scale and witnessed consumers increasingly favoring intimate engagement in DMs over public feed posting. They realized that the shift to social commerce was moving into conversations—and brands lacked the infrastructure to monetize that space, opening a whole new category gap.
Nectar Social is an AI-powered social commerce platform designed to turn conversations into measurable revenue. It enables brands to treat DMs not as engagement endpoints, but as attributable, scalable sales channels. The platform includes AI community management, real-time social listening, social selling and conversion, full-funnel attribution, and campaign automation.
Nectar is differentiated through layered personalization. Every interaction accounts for:
- The context of the social platform
- The content of the post or message
- The individual customer’s interaction history
Automation without context is noise, so Nectar ensures conversations are relevant and revenue-generating. In addition to replacing point solutions, Nectar unlocks entirely new workflows with AI:
- Dynamic CDP: Nectar analyzes each user across social platforms and campaigns, dynamically connecting social identity to revenue-driving behavior. As more brands onboard, its data moat compounds—strengthening customer understanding and predictive power.
- AI Journeys: Brands can create AI-powered quizzes and journeys directly within DMs. AI agents recommend products, capture first-party data, and adapt in real time—replacing brittle, manually built decision trees.
- AI Persona Studio: Brands control tone and voice across all channels while automating conversations with customers in comments and DMs—at scale, without sacrificing identity.
- AI Copilot: All comments and messages flow into a unified inbox that mirrors native social UIs, allowing brands to generate AI-assisted responses and manage presence efficiently.
- AI Social Listening: Nectar aggregates paid and organic user-generated content across channels, transcribes content, summarizes sentiment, and visually analyzes performance across a brand’s product catalog.
- AI Content Moderation: Nectar automatically flags or hides negative sentiment and spam, protecting brand equity in real time.
By unifying social management, attributing revenue to organic engagement, and scaling personalized DM conversations, Nectar has created an entirely new infrastructure category. The social marketing playbook has changed, so Misbah and Farah are building the operating system for what comes next.
We’re proud to back them as they define the future of community-driven, AI-powered commerce.