Hootsuite acquires AdEspresso as it moves into paid content, social ads

By Ingrid Lunden

Hootsuite, the startup and platform that lets marketers manage a company’s interactions across a range of social media networks, is getting into the business of paid content. Today, it is announcing that it has acquired AdEspresso, a company that has built a set of tools to create, A-B test, and post advertisements on Facebook and Instagram. It will sit in a relaunched version of Hootsuite Ads, first introduced in 2015, but the primary aim will be to use it to augment and boost views for other social media posts that marketers are creating.

This is part of a much bigger (and sometimes controversial) trend: content these days is appearing on social networks both organically, but also in the form of promoted, paid ads in order to get more visibility.

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