\n
![](\"https:\/\/i0.wp.com\/www.rsoftsolution.com\/blog\/wp-content\/plugins\/RSSPoster_PRO\/cache\/31e39_snapchat-repeat-bg.png?w=640&ssl=1\")
<\/p>\n
\n<\/p>\n
Hootsuite<\/a>, a platform that helps enterprises and brands manage their presence on social media, has made an acquisition to help those customers track their activities on the social platform of the moment, Snapchat. It has acquired a Snapchat analytics solution from Naritiv<\/a>, a startup based out of Los Angeles that was an early mover in the business of creating\u00a0Stories and other content for Snapchat.<\/p>\n Naritiv \u2014 backed<\/a>\u00a0with just over $4 million from\u00a0Disney<\/a>, Greylock and a range of other VCs and angels \u2014 is not coming over itself with the deal. Instead, it\u2019s using the sale of the analytics tool as a moment to double down on its own ambitions to build its media business creating \u201ccontent for a generation that doesn\u2019t even know what cable means.\u201d<\/p>\n Terms of the deal have not been disclosed, and Hootsuite will not be taking any equity or other investment in Naritiv. Ryan Holmes, the CEO and co-founder of Hootsuite, and Naritiv\u2019s co-founder Dan Altmann both tell me that the transaction will include the technology for the platform and three employees, who will serve as the foothold for a new Los Angeles office for Vancouver-based Hootsuite.<\/p>\n Hootsuite today allows its customers \u2014 15 million in total, with \u201chundreds of thousands\u201d taking the paid tier of service \u2014 to manage social media across dozens of sites, from Twitter (where Hootsuite first\u00a0got its start) and Facebook through to LinkedIn and many more. Today\u2019s acquisition signifies Hootsuite\u2019s first move to bring\u00a0Snapchat into that\u00a0fold.<\/p>\n This is not because Hootsuite sees a lot of activity already from its customers on the platform. In fact, Holmes\u00a0said that\u00a0Hootsuite will make more in revenue just from its AdEspresso business on Facebook (it acquired AdEspresso<\/a> to move into native and organic content\u00a0in February) than all of Snapchat will make this year.<\/p>\n Rather, the acquisition was made\u00a0because, in Holmes\u2019\u00a0(Canadian) words, \u201cWe have to skate to where the puck is going.\u201d<\/p>\n In other words, brands and businesses are going to where their customers are going, and Snapchat is proving to be one of the more engaging social apps of the moment. That\u2019s driving companies not just to look for partners to help create content for the app, but also to help them measure how well it\u2019s doing and what can be tweaked in the mix of video and text, for example, and that\u00a0is where the analytics platform will come in.<\/p>\n \u201cSnapchat is starting to surface on more of our roadmap,\u201d Holmes continued. \u201cWe want to be the best platform for their needs today but also down the road, and we think that video is going to become a huge need.\u201d<\/span><\/p>\n What\u2019s interesting is that while Naritiv built the analytics product originally as a way to measure how its own Snapchat content was working both for itself and its clients, it looks like Hootsuite plans to expand the service to cover other platforms.<\/p>\n There is a definite case for doing that, since Facebook (as one example) has shown that it\u2019s not afraid to clone some of Snapchat\u2019s best features for Instagram and more recently<\/a>\u00a0Messenger, and take some audience away<\/a> from the Southern California upstart in the process.<\/p>\n