Brandwatch, a social intelligence company, has announced it has acquired the popular content marketing and influencer identification platform BuzzSumo, bringing BuzzSumo’s technology to its global client base. Terms of the deal were not disclosed.
BuzzSumo’s trend identification, content discovery capabilities and content measurement offerings will be enhanced with Brandwatch’s data and analytics expertise, according to the company. In a blog post announcing the acquisition, Giles Palmer, CEO of Brandwatch, said the company will use BuzzSumo’s content performance data to enhance its flagship Analytics product, while its influencer data will be used to help improve the Brandwatch Audiences solution.
"Customer and market needs drive every decision we make at Brandwatch, which is why I'm so pleased to find such a complementary spirit in BuzzSumo," said Palmer in a press release. "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."