Sprout Social acquires Tagger Media

Social media management software company Sprout Social acquired Tagger Media, an influencer marketing and social intelligence platform, for $140 million.

The acquisition adds the ability to discover influencers and plan campaigns around them to Sprout Social’s broad social media management and analytics offerings.

Tagger Media offers a unified SaaS solution for brands and agencies that allows marketers to measure the impact of influencer campaigns through ROI and trends reports. It also lets brands analyze competitor strategies.

“By bringing Tagger’s influencer marketing software into Sprout’s suite of solutions, we have the opportunity to deliver the next generation of social insights to our customers to fuel business strategy and measure the full ROI of holistic social investments,” said Justyn Howard, Sprout Social’s CEO and co-founder, in a release.

Why we care. The influencer marketing industry is currently estimated at $21.1 billion, so bringing influencer marketing into the fold will help many Social Sprout customers to measure the impact of all things social, including social commerce.

Dig deeper: Meet 3D virtual influencers, the new breed of marketing influencers

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