Manchester-headquartered social media marketing company It’s Gone Viral has acquired multi-platform media company Happiest Media.
The company announced it has bought Leeds-based Happiest - focused on entertaining and uplifting content for its nearly 3m followers across Facebook, Instagram and Twitter - for an undisclosed sum.
It’s Gone Viral, which makes and distributes video content across social media for the likes of BBC Films, O2, Universal, Bud Light and Disney across was co-founded by Andrew Trotman, Matthew Thomas and Ryan Williams in 2016.
It’s Gone Viral confirmed to Business-Live that Happiest Media will keep its exisiting name and presence on all platforms.
“We are still working with the directors of Happiest during the initial transition period following the deal.
“Over time, their involvement will reduce and IGV’s team of content creators will move the brand forward,” the company said.
It’s Gone Viral said its plan for Happiest is to increase the amount of unique content, with focus on daily content that “inspires people to be the best versions of themselves by promoting both mental and physical wellbeing”.
“The business will also be working to engage with brand partners who complement Happiest’s ethos,” it said.
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The company also told Business-Live it acquired the firm as it recognised wellness, mindfulness and self positivity are growing areas.
“The firm believes that social media should be playing a more central role in how people access advice and inspiration.
“It saw the acquisition of Happiest as a way of driving this forward in a meaningful but also commercial way,” it added.
Mr Trotman said Happiest is a “perfect fit” for the company.
He said: “Happiest Media has a really strong emphasis on wellbeing and promoting inspiring stories which fits perfectly with our core values as a business.
“Social media is often criticised for the harm it does, but it can also play an integral role in making people feel good about themselves.
Happiest, which launched in 2016, will join a number of It’s Gone Viral’s social media brands, including pet-related social page Go Fetch and Ultimate DIY.
It’s Gone Viral said its reach and viewing figures for the past year has amassed 12bn impressions, with more than 6m followers across its Facebook, Instagram, YouTube, Twitter, Tik Tok and LinkedIn accounts.