How Brand Pivots Made YouTube and Instagram Unicorns - and Can Fuel Your Funding Success

In the world of startups and scaleups, nothing is set in stone. Some of the biggest tech unicorns we know today look nothing like the ideas they started with. YouTube, for example, was originally launched in 2005 as a video-based dating site called “Tune In, Hook Up.” Instagram began life as a location check-in app called Burbn before stripping back features and focusing solely on photos. Slack started as an internal messaging tool for a failed gaming business. These surprising pivots prove that innovation is often less about the “big idea” and more about the ability to adapt, reposition, and tell a story that resonates.

And this autumn, as many scaleups look for funding before the year closes or re-evaluate strategy for 2026, the lesson is clear: success isn’t just about building -it’s about being seen. Visibility drives credibility, and credibility drives investment. That’s where PR comes in.

For founders, the funding season is a critical time to stand out in front of investors, the media, and customers. The right digital PR strategy can position your brand not just as another startup, but as an essential player shaping the future of its sector. Banjo Communications shares five famous pivots that show the power of repositioning.

Five Famous Pivots That Show the Power of Repositioning

1. YouTube – From Dating to the World’s Video Giant

   Originally designed as a dating platform where users uploaded video introductions, YouTube struggled to gain traction. The founders spotted that people were using it to upload all kinds of video content - so they scrapped the dating angle and leaned into general video sharing. That brand pivot turned YouTube into the second largest search engine in the world.

   
   

   PR takeaway: If you’re repositioning your product, communicate that pivot clearly. Create thought-leadership content, founder interviews, and case studies to highlight the “why” behind your shift. Media loves stories about reinvention.

   
   

2. Instagram – From Burbn to a Billion-Dollar Acquisition

   Instagram’s first iteration, Burbn, was cluttered with features. When founders stripped it back to focus on photos and filters, they unlocked viral growth. Facebook acquired the platform for $1 billion just two years later.

   
   

   PR takeaway: Investors and customers need to understand your unique value proposition quickly. A lean message is just as important as a lean product. Use PR to sharpen your narrative so the market sees the value instantly.

   
   

3. Slack – Born Out of a Failed Gaming Startup

   Slack was an internal chat tool for Tiny Speck, a company building a multiplayer game called Glitch. When the game failed, the team pivoted to commercialising their communication platform. Today, Slack is a global workplace tool acquired by Salesforce for $27.7 billion.

   
   

   PR takeaway: Investors back founders who show resilience and adaptability. If you’ve failed, own the story and frame it as learning. Media relations can help turn “failure” into a brand repositioning story that shows strength.

   
   

4. Shopify – From Snowboards to E-Commerce Empire

   Shopify began as an online snowboard shop. When the founders realised their e-commerce platform was the real value, they shifted focus. Now Shopify powers millions of online businesses globally.

   
   

   PR takeaway: If your innovation has broader applications than you first imagined, PR can amplify your credibility in new sectors. Position yourself as an industry disruptor ready to scale.

   
   

5. Airbnb – From Renting Air Mattresses to a Global Travel Brand

   Airbnb’s early version offered air mattresses in living rooms during conferences. Today, it’s one of the most valuable travel companies in the world.

   
   

   PR takeaway: What seems like a “scrappy side project” can become a global movement. Telling your origin story through PR creates authenticity - a powerful tool when attracting both customers and funding.

   
   

Be Seen, Get Funded: PR Tips for Founders This Autumn

As we enter the final quarter of 2025, founders and scaleups are facing a familiar challenge: closing funding rounds before the year ends, or recalibrating for 2026. It’s a make-or-break moment for visibility. Here are five practical PR strategies every founder should consider this funding season:

1. Position the Founder as a Thought Leader Investors don’t just back businesses - they back people. Use digital PR to place opinion pieces in key outlets, showcase your expertise on LinkedIn, and speak at relevant events.

   
   

2. Leverage Media for Credibility Being featured in tech, innovation, and startup media gives third-party validation that’s far more powerful than self-promotion. Investors often Google founders before meetings. Make sure they find trusted coverage.

   
   

3. Showcase Customer Success Stories Highlighting real-world use cases demonstrates traction. Case studies, testimonials, and data-driven stories are PR gold when positioning your brand for growth.

   
   

4. Refresh Your Messaging for Today’s Market Just as YouTube and Instagram pivoted, your narrative may need a brand repositioning. Ensure your messaging reflects your current vision, product, and customer impact. Autumn is the perfect time to reset.

   
   

5. Use PR to Drive Investor Relations Many scaleups overlook PR as a fundraising tool. By landing coverage in top-tier media, you’re not only attracting customers but also signalling momentum to investors.

   
   

The lesson from YouTube, Instagram, and other unicorn pivots is clear: adaptation is everything. But no matter how strong your pivot or product, you need the world to notice. This autumn funding season, as startups and scaleups race to secure capital or prepare for 2026, the smartest founders will invest in PR and digital storytelling.

Because in the end, success isn’t just about building something innovative. It’s about being seen, being trusted, and being funded.

For further information about PR support, please contact lisa@thisisbanjo.com