SPILL Brings Hollywood Investor Into Its Inclusive Social Media Discussion

Culture-focused social media has become a powerful force, changing the digital landscape and giving voice to underrepresented communities. That’s where social media app SPILL, a culturally relevant, fun, safe, and fulfilling way for people to connect online through visual conversations, and its co-founder Alphonzo “Phonz” Terrell, are differentiating their platform. SPILL is leveraging recent funding from serial investor and actress Kerry Washington to showcase how cultural moments are being leveraged to drive engagement, ad revenue, and inclusivity.

The breakdown you need to know:

Few cultural forces have shaped the way we interact online more than the Black community, the queer community, and other global audiences that create the lexicon of what’s popular on social media. Investors are paying attention because, as Terrell told CultureBanx, he went from being fired by Elon Musk at X (formerly Twitter) in October 2022 to securing $3 million in funding for SPILL in December 2022. Total funding for SPILL now exceeds $5 million pre-seed, with investors including MaC Venture Capital and Kapor Center, with an extension from Collide Capital.

SPILL has gained popularity by prioritizing inclusivity, cultural relevance, and economic empowerment. Social media plays a key role in reaching this audience. TikTok, Instagram, and X are all overrepresented in the African-American community, with 41% of them turning to social media for new ideas.

The timing for Terrell’s company couldn’t be more appropriate, as diverse users migrate away from platforms like X in search of alternatives that better represent their interests and values. Social media users seem to be seeking a safe environment where they can discuss social issues and share content with a diverse community.

“We felt like we could do a better job of protecting and celebrating the people who are driving culture — black women, queer people — people who are creating trends but aren’t getting the recognition they deserve,” Terrell told CultureBanx.

Now, SPILL has become a major platform for discovering trends like “FoodieSpill,” “MusicSpill,” and “ArtSpill.” The app has attracted an inclusive user base, including celebrities, influencers, and notable brand partnerships, according to the company.

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Mordor Intelligence estimates that the global social media app market will grow significantly in the coming years and reach $179 billion by 2029. SPILL plans to capture a larger share of this market through strong relationships with advertisers who appreciate the platform’s unique value proposition, forgoing typical performance metrics.

“We believe that multiculturalism is the name of the game today, and SPILL has shown that it is full of energy, creativity and the right customers, even at this early stage,” said Danielle Otero, senior vice president of global paid media and analytics at Lionsgate.

The rise of Black-owned social media platforms like SPILL is a significant step toward a more inclusive digital landscape, offering spaces where diverse users can connect, share, and thrive while addressing long-standing issues of representation and economic empowerment. In the Apple App Store, SPILL reached the No. 1 social media app position last summer, according to the company.

“Connecting people through their love of consuming and creating culture while keeping them entertained, safe, and fulfilled shouldn’t be a novel idea. But because other platforms aren’t focused on the needs of our community, they’ve left that opportunity up to us,” Terrell said.

What’s next:

Since the emergence of SPILL and the strategic use of cultural moments, new opportunities have opened up to engage and empower diverse users. These changes have forced social media applications to find ways to adequately compensate and protect these communities, emphasizing the importance of inclusivity and cultural relevance in the digital sphere.

As we move forward, it is clear that inclusive platforms will continue to play a key role in shaping online discourse and driving social change. SPILL is undoubtedly a For Us, By Us platform for culture, having a profound impact on its users while setting a new standard in the social media landscape.