MarketFully Buys Social Element, Forging an AI Global Content Engine

COCONUT CREEK, FL – December 02, 2025 – In a strategic move poised to reshape the landscape of global digital marketing, InContent Marketing leader MarketFully today announced its acquisition of Social Element, a prominent global social media agency. The deal creates a formidable new entity that combines AI-driven multilingual web content with deep expertise in social media strategy and community engagement, signaling a decisive shift away from fragmented marketing tools toward unified, intelligent platforms.

This acquisition is more than a simple business transaction; it represents a significant step in MarketFully's ambition to build an end-to-end solution for brands struggling to create authentic, culturally relevant connections across a dizzying array of digital channels and international markets. By integrating Social Element's human-centric approach to community building with its own powerful AI technology, MarketFully is making a bold play to become the definitive platform for global brand communication.

A Calculated Strategy of Consolidation

The acquisition is the culmination of a deliberate, multi-year strategy orchestrated by MarketFully and its private equity backer, Lightview Capital. Over the last 12 months, the company has been methodically assembling the components of a comprehensive global content engine. This began with consolidating its agency brands—web localization specialist MotionPoint and content marketing firm Key Content—under the unified MarketFully master brand.

Central to this strategy was the launch of MarketFully.AI, the company's core platform that merges AI-powered translation and transcreation with sophisticated content workflows. This platform was designed to move brands beyond simple translation, enabling them to create content that is not just in the right language, but also resonates InCulture and InMarket. The acquisition of Social Element is the critical next piece of this puzzle.

"Social Element fits into the MarketFully platform and its suite of offerings seamlessly, both in terms of extending multilingual content strategies to social channels but also toward utilizing AI to create better marketing outcomes for global social media," said Evan Kramer, CEO of MarketFully, in the official announcement. His statement underscores the core logic of the deal: extending the company's established dominance in multilingual web content into the dynamic and crucial realm of social media.

This move positions MarketFully to offer a holistic service that addresses a major pain point for global marketers: maintaining brand consistency and local relevance across both owned web properties and third-party social platforms. The integration promises to improve the global discoverability of content while simultaneously strengthening the communities that form around a brand online.

Marrying AI Scale with Human Authenticity

At the heart of this merger lies the powerful synergy between advanced technology and human expertise. MarketFully.AI provides the technological backbone, offering what the company calls "Adaptive Content AI" and "InContent AI" to automate and optimize the creation of multilingual content. This technology promises efficiency and scale, allowing brands to adapt their messaging for dozens of markets simultaneously.

However, technology alone often fails to capture the nuance required for genuine community engagement. This is where Social Element’s two decades of experience becomes invaluable. Founded in 2002, the agency has built a stellar reputation for managing social media for world-class brands like Oreo, Visa, and Nissan, operating in over 40 languages. Their services go beyond posting content, encompassing social strategy, fan engagement, influencer management, and brand safety—areas that require a delicate human touch.

"Social Element started off as an idea... to help brands authentically create and nurture communities across a budding social space," noted founder Tamara Littleton, who will remain as an advisor. The fact that the entire leadership team, including CEO Ashley Cooksley, will remain intact is a clear signal that MarketFully values this human-centric culture and expertise. The goal isn't to replace human strategists with algorithms, but to empower them with better tools. Existing Social Element clients will now gain access to the MarketFully.AI platform, enabling them to streamline content creation while their agency partners focus on the higher-value work of strategy and engagement.

The Investor Blueprint for Market Leadership

This acquisition also offers a clear window into the prevailing strategies within the marketing technology (MarTech) sector, where private equity is playing an increasingly influential role in driving consolidation. Lightview Capital, MarketFully's financial partner, specializes in building market leaders by combining founder-owned companies with complementary capabilities.

Rich Erickson, Co-Founder and Managing Director of Lightview Capital, framed the deal within this larger vision. "MarketFully has become a category leader when it comes to delivering culturally relevant marketing content on behalf of brands across the world," he stated. "Their passion for creating innovative technologies... aligns perfectly with Lightview's goal toward building the market leader for organizations with multinational customers."

This approach reflects a broader industry trend. The MarTech landscape has become notoriously fragmented, with thousands of point solutions creating complexity and inefficiency for marketing departments. Investors like Lightview are financing the creation of integrated platforms that offer a more cohesive and powerful alternative. By acquiring best-in-class specialists like Social Element, MarketFully is executing a classic roll-up strategy, aiming to become a one-stop-shop for global content and a far more formidable competitor to siloed agencies or software providers.

Redefining the Future of Global Brand Voice

For multinational corporations, the challenge of speaking with a single, authentic voice across dozens of countries and channels is immense. This deal directly addresses that challenge by creating a unified workflow from core web content to hyper-local social media posts. The combined entity promises to help brands not only translate their message but also ensure it is discoverable, engaging, and culturally appropriate everywhere it appears.

By connecting its AI content creation engine with a proven social media engagement team, MarketFully is creating a feedback loop where insights from social communities can inform broader content strategy, and AI-optimized content can be deployed more effectively across social channels. This integrated model could set a new industry standard, pushing competitors to move beyond offering either technology or services in isolation.

As brands navigate an increasingly complex digital world, the demand for platforms that offer both intelligent automation and genuine human connection will only grow. With this acquisition, MarketFully is betting that the future of global marketing lies not in choosing between AI and authenticity, but in mastering the art of combining them.