SAN FRANCISCO: InPowered is opening up its year-old content-discovery and amplification platform and making it free for organizations as of Tuesday.
The tool, also called inPowered, will be available on the company's website. Its main objective is to help users find trusted content that has been created about a brand, product, or topic, according to Robb Henshaw, inPowered's head of communications. It also aims to differentiate editorial content from sponsored content that appears on media websites.
"Native advertising is a deceptive and misleading practice; people are using native ads to trick people into clicking on branded content," said Henshaw. "We are taking the opposite approach: instead of doing something that reduces the user's trust in a publication by misdirecting them to branded content, we only enable people to amplify real, trusted articles."
InPowered identifies trusted third-party content that has been read and disseminated most widely on an organic basis. Users can then share that content through their social channels by using the platform. The effect of that shared content, including a lift in reads and social shares, is then measured, along with the impact those amplified articles have on readers' consideration of the brand that disseminated the content.
The platform's free option enables PR professionals to search for brands, products, and topics, and then discover and share the most trusted content with their fans and followers on Facebook, Twitter, and LinkedIn.
"We think everyone needs to have trusted content to become informed and help make decisions," said Henshaw. "PR plays a massive role in helping to secure that content from credible sources, because people tend to trust credible third-party info that they read far more than they trust branded content."
Starting at a fee of $2,500 per article, PR pros can pay to promote content found through the platform's free option to a broader audience via inPowered's distribution platform.
The company is headquartered in San Francisco with offices in New York and Toronto.