Adobe has announced the creation of a 'predictive analytics' social media marketing feature, set to launch this summer with Facebook integration on initial versions.
By predicting user engagement on posts, the software will advise marketers on ideal publishing times using "advanced sentiment analysis" and "predictive text mining algorithms" based on recorded analytics measuring engagement, post time and sentiment.
The tool 'learns' from each action and is designed to refine its predicted reach and engagement recommendations based on the results of every post made.
The announcement was made at the Adobe Summit EMEA, the Digital Marketing Conference, in London on Wednesday, where vice president of Adobe Social Bill Ingram said: "Social marketers have largely had to rely on instinct to uncover not only what resonates but what will maximise future engagement on social platforms. Now we can smarten up social by unlocking the power of predictive analytics."
The product from Adobe Social, part of the Adobe Marketing Cloud, will launch with Facebook integration and more social platforms will be added to the software later in the year.