Newly Acquired Tubular Labs Adds Time-of-Day Analysis

Social media video analytics firm Tubular Labs has been acquired by content analytics specialist Chartbeat, and has added a new feature measuring how content performs depending on the time of day it is posted.

Tubular Labs provides a unified view of trends in audiences' 'values and interests' across platforms including YouTube, Instagram, Facebook, Twitch and Twitter; identifying new content categories, new creators, cultural influences and their effect on sales. Chartbeat offer real-time and historical dashboards, experimentation and in-page optimization tools to help teams measure and build business value from the attention earned by their content.

Backed by investor Cuadrilla Capital, Chartbeat acquired Tubular at the beginning of this month along with advertising & subscription revenue management software platform Lineup Systems - each for an undisclosed sum. The combined company's SaaS platform monitors and measures real-time content consumption, including text, headlines, images and videos, across digital properties to help clients with audience engagement, editorial decision-making and advertising & subscription revenue growth.

John Saroff (pictured), CEO at Chartbeat comments: 'To date, media software has been siloed into one group of tools for 'editorial' and another for 'revenue'. Our clients increasingly tell us that the silos are collapsing, and teams are working together on a singular goal. These teams need to deeply understand reach, engagement and impact. Adding Lineup and Tubular to the Chartbeat toolkit fully equips our clients' teams to answer every part of the reader journey'.

The new feature, launched this week, will allow clients to check what time of day social media video generates the most views and engagement, across the range of platforms. In a press release, Tubular said: 'Knowing what is popular during specific dayparts across social video and TV can allow content creators to avoid crowding specific time frames - or even lean into dayparts where they can function as valuable shoulder content to fervent fans'. Findings to date indicate that in the last quarter, peak uploading to YouTube by US users is reached between 1 and 2pm EST, but those uploaded between 6am and 8am are likely to garner the most views, with gaming videos posted at this early hour faring particularly well.

The firms are online at www.chartbeat.com and www.tubularlabs.com .

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