Advocacy performance platform, Mention Me, has acquired Insitu, a social media content analytics company, to support brands in enhancing and accelerating their end-to-end referral and influencer activations.

Insitu‘s solution offers marketers greater clarity into content performance, optimising social media creative and copy across channels, including Meta, TikTok, Snap, Reddit and Discord.

The move to acquire Insitu marks a key step as Mention Me’s solution offering evolves to provide one unified platform for referrals, influencer activation and creative optimisation and analytics.

Advocacy beyond referrals

This shift aims to help brands unlock the power of their superfans, delivering human-first marketing to drive authenticity, trust and engagement.  

Speaking at Advocacy Live, Mention Me’s customer, Vivobarefoot, a minimalist footwear brand, discussed the role of optimised content in driving authenticity and brand trust. Its Global Head of CRM, Amy Fullerton, explained that “by becoming more dynamic with campaign content, we can pivot to capitalise on individual [engagement] moments to the greatest effect and unlock personalisation.”

“When trust is the most important component in a consumer’s relationship with a brand, what [other] customers say matters more than ever,” said Wojtek Kokoszka, CEO of Mention Me. “Customer advocacy is the growth lever AI can’t fake.”

Kokoszka explained that the acquisition would help CMOs by delivering the tools needed to “amplify authentic voices” and “build trust at scale.”

He added: “this acquisition is the first proof-point of how we’re repositioning as the customer-first, advocacy powered platform brands can rely on.”