How does Hootsuite intend to tackle the growing ambiguity in social content?

By offering social marketers a “shot of caffeine – AdEspresso”.

The growing malice of Fake News has prompted the most widely used social media engagement platform to embrace paid content strategy with enhanced ad optimization. Hootsuite injected its ingeniously curated Enterprise-strength social advertising optimization with AdEspresso. Hootsuite Ads will now be optimized for Facebook and Instagram. Today, the Vancouver-based social media management solutions provider announced the acquisition of AdEspresso, the leading SaaS tool for Facebook and Instagram ad optimization. The acquisition will allow marketers to reignite the inventories of Hootsuite Ads, providing brands to engage customers across paid, earned and proprietary social media. The terms of the deal remain undisclosed.

Fake news is not a new phenomenon. They have been around for a variety of reasons – for gaining political mileage, for entertainment, to keep the gossip mills running, or for pure malice. By bringing AdEspresso into its stable, Hootsuite intends to grow its paid content inventory organically with a badge of authenticity. Add to it the fact that AdEspresso, a top Facebook global ad partner, offers innovative advertising technology solutions to help organizations reach an audience of over a billion people on Facebook and Instagram. The acquisition will allow Hootsuite to build best-in-class social marketing solution platform, enabling brand marketers to increase awareness, inspire brand loyalty, drive leads, and ultimately revenue – without leveraging false news and malvertising.

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“Our mission has always been to deliver an easy-to-use, effective product to our customers that truly reaps results at scale,” said Massimo Chieruzzi, CEO of AdEspresso.

“We have had a fantastic partnership with Hootsuite, and are thrilled to join the Hootsuite family to provide organizations with a world-class platform to maximize their social marketing strategies,” added Armando Biondi, COO of AdEspresso.

AdEspresso, founded in 2013, has raised #3.2 million in four rounds of funding. The CA-based ad optimization platform specializes in providing user-friendly A/B testing variants to cater to creative and demographically distinct customer base. Hootsuite users can leverage AdEspresso Campaign Editor to create a galaxy of ads in minutes, testing new ideas and experiments to maximum ROI in just one click. Marketers can lead ad campaigns through CRM and email automation leveraging AdEspresso’s Data Synchronization tool linked to Facebook Ad account.

“Social advertising has become a vital aspect of marketing; companies are looking for ways to reach an active, engaged audience while getting more mileage from content and advertising spend. With AdEspresso, we’re bringing our users a simple, powerful, battle-tested solution that delivers measurable ROI.” said Ryan Holmes, CEO of Hootsuite.

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With its latest acquisition, Hootsuite has ramped up its social media productivity significantly. This is the eleventh acquisition for the company, which comes nearly a year after it acquired Sales Prodigy, a social monitoring platform for sales professionals in March 2016. Brands rely on paid content to improve reputation on social media by tracking messages and mentions. However, it is often time-consuming and laborious task, delivering shortened ROI. Hootsuite+AdEspresso makes social media management smarter, data-driven and more customer-centric guarding brands against fake news promoters, malvertising syndicates and other external threats.