Hootsuite has been quietly building an empire. From 2014 to 2018 they have grown their user base from 10 million to 16 million, while also grabbing up 80% market share in the Inc 1000. (source: https://techcrunch.com/2018/03/15/hootsuite-raises-50m-more-for-its-social-media-management-platform-passes-16m-customers/ )
Hootsuite’s growth is a fantastic example of network effects. As a stand alone product, Hootsuite is priced from $129/mo for professionals to $499/mo for enterprise businesses. At those numbers, it would be difficult to grow by arbitraging paid media. So Hootsuite went a different route. Once they reached a critical mass, Hootsuite was able to make the product more valuable to the user base by driving more integrations and more features.
Take those effects, and pour a little gasoline (paid media) on top and you’ve got a hyper-growth company.