MediaPitch: Naytev Is Helping Publishers Automate & Optimize Social Content
Consumers today have more choice in how, where, and when they access content than ever before. Social media platforms provide publishers with a way to get relevant, interesting information to those who want to read it, and do so on the consumers terms. But managing multiple social streams — what to publish, where to publish it, when to publish it, when to share it, when to engage — can be a daunting and often overwhelming prospect. Naytev has sought to simplify the entire process, creating a single platform that allows publishers to streamline and optimize how they push content to and manage responses from multiple social channels. Naytev CEO Zack Liscio explains in the following Q&A how the company got started and how it hopes to change the way publishers utilize social media.
What is your technology and how does it work? Who are the entrepreneurs behind it?
Naytev is a social media management platform for modern content teams. Our technology makes it possible to break down silos between paid and organic social, leading to increased performance and efficiency across your entire content portfolio. The founders are funded by Y-Combinator, and pull from experience at Google, NPR, and other startups.
What problem are you solving or opportunity are you enabling? How are you unique and innovative?
Effectively distributing content across a fractured landscape of social platforms is a complex problem. Just managing the process of getting content to all the necessary places is difficult, and it’s even harder when you try to track and improve performance. However, it’s a necessary challenge to solve because audiences consume content on social.
Legacy social management solutions haven’t changed much in a few years, certainly not enough to keep pace with the radical changes in digital media. We provide the next generation of social management and optimization. Rather than require our clients to use many different social tools and manual processes, our unified system automates and optimizes all key steps of content distribution, from posting to recirculation, boosting, and testing. We analyze results in real-time and provide actionable insights.
Our key innovation is improving workflow and results across the full content lifecycle, taking a unique, “content first” approach to social media.
How did you come up with the idea for Naytev and how does your solution reflect trends in the media world?
Our first offering at Naytev was A/B testing for Facebook posts, which remains a core part of our optimization suite We’ve broadened our mandate to improve content ROI by optimizing its full lifecycle across all social networks.
Every media company is different, but they all face a few key challenges: they’re strapped for cash, they’re under-resourced for the number of distribution channels they’re maintaining, and they’re drowning in siloed tools that fragment their workflow. We help alleviate all three by allowing them to automate away the tedious parts of their jobs and focus on higher-value work, all while streamlining workflow in a single platform and saving them money by consolidating.
How have you helped media companies increase revenue or cut costs?
Naytev saves content teams hours of manual work per day, while ensuring they get more conversions at a lower cost for the KPIs they value most — from traffic to branded content engagement, subscriptions, app installs, and e-commerce revenue.
The impact on time is easy to quantify by comparing time it takes clients to complete their work each day in Naytev versus the time they reported spending in their old tools. Our system also automatically tracks ongoing cost savings and social conversion improvements.
VICE Media for example, reduced costs by 20% and increased engagement by 80%.
What do you think are the most important trends affecting the media business today?
The legacy approach of treating paid and organic social media as independent silos doesn’t work. It’s the same content, and it performs best with a smart blend of organic reach and well executed paid amplification.
What’s Next? How do you plan on expanding or improving on your offering?
Our mission is to help teams better track and improve content ROI across all social networks. We’ve expanded beyond Facebook, and now support Instagram, Twitter, and LinkedIn too, with Pinterest coming. We’re also continually investing in data-driven automation and advanced analytics; both are critical to unlocking more content value.