Grapevine, a Boston-based influencer marketing platform for YouTube and Instagram, announced on Tuesday it has acquired the SocMetrics Influencer Platform. Financial terms of the deal were not disclosed.
As part of the acquisition, the platform will be re-branded as Scout by Grapevine and live within the Grapevine platform. The software will fully launch in the coming months.
“The addition of the SocMetrics Influencer Platform will significantly expand our creator footprint and provide unrivaled insights into multi-platform audience engagement and earned media measurement,” Grant Deken, co-founder and CEO of Grapevine, said in a statement.
SocMetrics is a Cambridge-based startup backed by GV (formerly Google Ventures) and started by Jason Toy and serial entrepreneurs Rebecca Xiong and Roy Rodenstein, who co-founded the event website Going.com (acquired by AOL in 2009). The platform ranks each social media user’s influence in a given topic by taking into account a series of criteria, including the number of relevant connections of the influencer and how much activity he or she drives. Currently, the Cambridge-based platform monitors and ranks more than 1.2 million influencers on Twitter, YouTube, Instagram and blogging platforms.
Rodenstein and Xiong will not be joining the Grapevine team, but are actively advising and working closely with the company’s senior team through the transition and will continue to advise periodically. Jed Breed, who previously lead sales at SocMetrics, joined the Grapevine team as Director of Growth at the beginning of this year.
Last February, Grapevine announced that it was selling a majority stake in the company to Chinese media mogul Bruno Wu. In an interview, Deken said that the sale to Wu will give the company strategic capital and resources to expand to new, international markets.
Grapevine and SocMetrics are both MassChallenge alumni. Grapevine also went through Techstars Boston in 2016.
