Hootsuite has earned itself a strong reputation as an aggregator and scheduler for advertising content on social media. Brands use the platform to schedule tweets and other social media posts to create unified, optimized social media marketing campaigns. Up until now, those services have been focused on organic, free content. However, that is all about to change with the platform’s recent acquisition of AdEspresso, a platform that helps create and promote ad content on Facebook and Instagram.
This acquisition by Hootsuite is part of a larger recent trend in social media marketing. Organic content is still incredibly important to any social media campaign, but more and more brands are also seeing success paying to boost content on social media platforms. With this in mind, Hootsuite is seeking to expand its platform to be able to work with both organic and paid content, and has thus acquired AdEspresso, a platform that already has lots of experience in this area.
“Owned and earned content are not going away but the augmentation with paid is critical to success,” Ryan Holmes, the founder and CEO of
Hootsuite, said in an interview. “The trend with the algorithmic ranking of content and what you see in your stream means it’s not the same world it was five years ago. Every social network and stream has filtration, so for brands to get their message across they need to have that paid component.”
The fact that paid and organic content are appearing in such conjunction has been a source of concern. With all the allegations about “fake news” flying around, there are arguments about whether or not social media platforms need to do a better job distinguishing between content that is organic and that which is boosted or paid for.
No matter how that argument shakes out, the fact of the matter is that advertisers are seeing success when using a combination of paid and organic content. Hootsuite has updated its business model to keep up with this trend through a combination of internal improvements and acquisitions of helpful companies.