Naritiv

Naritiv operated as a specialized marketing and analytics firm with a sharp focus on the Snapchat platform, founded in September 2014 by Dan Altmann and Eric Posen. Altmann's background in mobile marketing at Warner Brothers and IAC, combined with Posen's product development experience at companies like Reputation.com, provided a strong foundation for a venture aimed at a hard-to-understand platform. The company emerged from the 2014 Disney Accelerator program, which was powered by Techstars, immediately positioning itself to work with major brands.

The firm's business model was multifaceted, functioning as both a technology platform and a creative agency. It connected a network of over 100 Snapchat influencers with major brands to create and execute targeted campaigns. For clients such as Coca-Cola, Marriott, and Disney, Naritiv offered strategy, content creation, and, crucially, management and analytics tools to track campaign performance. This allowed brands to measure engagement and understand their impact on a platform known for its ephemeral content, effectively serving as a bridge for companies aiming to reach younger, mobile-first demographics. Revenue was generated by providing these comprehensive services, encompassing everything from influencer access to campaign analytics.

In March 2017, the technology underpinning Naritiv's success, its Snapchat analytics solution, was acquired by social media management giant Hootsuite for undisclosed terms. This strategic acquisition was part of Hootsuite's broader effort to enhance its capabilities for enterprise clients who required more sophisticated analytics, particularly on video-centric networks like Snapchat. While the Naritiv company brand remained intact, its product team was integrated into Hootsuite to incorporate the analytics functionality directly into the Hootsuite platform, marking a successful exit for the analytics portion of Naritiv's business.

Keywords: Snapchat analytics, influencer marketing, content creation, social media advertising, brand storytelling, mobile video, digital campaigns, marketing analytics, Disney Accelerator, Hootsuite acquisition