Future plc Buys Social Media Trend Spotter Waive

British multi-platform media group Future plc has acquired Waive, which uses machine learning to identify social media trends. Terms of the deal have not been disclosed.

Founded in 2017 by Magda Woods and Yaseed Chaumoo, London-based Waive uses artificial intelligence to identify and predict trending social media topics across Facebook, Twitter, Instagram, YouTube and Reddit. The company listens to and monitors what people talk about, share and like across social media, to understand what customers care about and how their preferences shift, and to spot and predict trends across various industries.

Future connects more than 400 million people with content each month, through its portfolio of web sites, magazines and events. The addition of Waive's platform will allow its editorial teams to forecast trends, and inform the creation of content focused on 'what audiences will care about tomorrow'.

Woods comments: 'Over four years ago we set out to revolutionise how companies attract and engage audiences by utilising data and AI. And now we have the opportunity to scale it across Future's ever growing global portfolio. Future has a state-of-the-art ecosystem to understand its audiences and bring them the best content. I am beyond excited to be a part of this'.

Web sites: www.futureplc.com and www.letswaive.com .