The purchase will bolster Brandwatch’s ability to share insights with marketers. It will also bring BuzzSumo’s content and influencer technology to Brandwatch’s global client base, which includes Unilever, Walmart, British Airways and Dell.

BuzzSumo provides content discovery and performance analytics to customers including Expedia, BuzzFeed and Disney.

BuzzSumo will retain its own brand as its team continues managing day-to-day functions of the business. The partnership also brings on board its founding team.

Giles Palmer, chief executive of Brandwatch, said: "Bringing together our strengths at serving either end of the market while maintaining our brands will only bring more value to all our customers."