Brandwatch Buys Influencer ID Platform BuzzSumo

Social media intelligence specialist Brandwatch has acquired content marketing and influencer identification platform BuzzSumo. Terms of the deal have not been disclosed.

Founded in 2013, New York City-based BuzzSumo provides data-driven content discovery and performance analytics to nearly 3,400 customers and more than 300,000 users worldwide; and its database contains social media sharing data for 'almost every article' published in the last five years. Through the platform, users can discover what people are sharing; analyze what topics, headlines, and content formats work; receive content alerts whenever their brand or a topic is mentioned; and find interesting and trending content to curate. In addition, the tool can be used to analyze competitors' content.

Brandwatch will add BuzzSumo's solutions to its social media intelligence offering - alongside its core listening product Analytics, data communications platform Vizia, and its influencer and audience analysis tool Audiences. The last of these uses technology integrated following the acquisition of PeerIndex in 2014.

BuzzSumo will retain its branding, its team will continue managing all day-to-day functions, and its founders will join Brandwatch. Giles Palmer (pictured), CEO of Brandwatch, comments: 'BuzzSumo is a high performing and high-growth tech firm that fills an important need in the marketing world. Bringing together our strengths at serving either end of the market while maintaining our brands will only bring more value to all our customers'.

Web sites: www.brandwatch.com and www.buzzsumo.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.