The Gist of Gossip

It’s time to stop drowning in the noise of outdated media reports.

Legacy platforms are busy counting keywords and delivering bloated, meaningless statistics from a text-based world. The real conversation has moved on.

It’s spoken aloud on TikTok, debated in podcasts, and shared on YouTube, a universe where traditional tools are completely blind and deaf.

We built Gossip because we believe you deserve genuine intelligence and smart insights, not just an endless stream of what we call mention vomit.

As an AI-native platform, we don’t just skim the surface; we understand the conversation on a human level. Our service, born and raised in the AI era, provides an unprecedented level of understanding by identifying genuine human sentiment, emotions, and meaning. From praise to biting sarcasm, from joy and excitement to regret and delusion.

We are here to identify emerging trends before they explode into the mainstream.

With Gossip, you can move beyond useless vanity metrics and discover the true impact and sentiment of your brand's presence. Stop reacting to yesterday's news and start shaping tomorrow's story with a partner that gives you an unfair competitive advantage.

People are talking. Are you ready to listen?

The problem with existing solutions

So, why did we create Gossip? The idea was born from several key observations about legacy media monitoring tools:

Services are marketed as "media intelligence," but in reality, they lack genuine intelligence. They claim you can act on the data provided, but you can only react in retrospect. You don't get the predictive insights needed to be proactive and pre-emptive.
They claim to track important mentions, but they don’t track the most important and impactful channels of today: spoken conversations and video on social media.
They say they provide insights, but it’s hard to find the nuggets of value because of the noise they dump in your inbox every day. We call this "mention vomit": an endless stream of pointless mentions that supposedly keep you on top of what is happening.
They say they do “social listening,” but they don’t listen to anything. They only track what’s written, not what's spoken or on video.
They provide vanity metrics that mean little to you, the end user. Metrics like "advertising value equivalency" are often meaningless or misleading.
Many legacy providers have focused on becoming streamlined sales organizations instead of developing a top-tier product for their customers. They have become technical laggards. Recently they have tried to slap some AI on top, but as long as the technical foundation stays the same, it will remain pure makeup and just add more noise to the noise.

Gossip is the answer to all these observations. With the advent of AI, it is now possible to provide a proper tool that can bring real value and help customers’ businesses thrive and grow. That is our mission.

Waiting for insights

The media monitoring industrial complex

Several of the dominant media monitoring companies were established in the early 2000s, at the dawn of the internet as we know it. They were highly successful at the time, but they have failed to keep up with changes in technology and customer expectations.

For example, their technology was (and still is) based on traditional keyword search. This leads to inaccurate hits and unnecessary noise. Cleaning this up requires the end user to perform the tedious work of creating search filters or sifting through long reports of irrelevant data. Keywords are great when you have exact and unique phrases to look for, but terrible when trying to understand disambiguation, misspellings, context, topics, sentiment, and impact.

Many tools fill their dashboards with vanity metrics like reach or mentions, presenting pointless charts and statistics that bring no value. It’s a junkyard of ambiguous data.

The incumbents were established when the dinosaur news media were the primary agenda-setters, sources that unified the public. With the advent of the internet and social media, this balance of power shifted rapidly, and the speed of change has only increased with the introduction of smartphones and a myriad of social media platforms.

And that is where we come in.

Ambitious Brands choose Future Media

Truly AI Native insights

Our story and mission

The founders, Nick and Kyrre, had a unique insight into the problem they set out to solve, coming from both sides of the platform fence.

Nick came from the provider side, having worked as a tech lead for one of the leading media monitoring companies. Here he saw firsthand the challenges and problems with the tech platforms of legacy providers. They were slow to change, struggled with relevance, and provided too much noise based on their existing tech.

Kyrre came from a digital marketing and commerce background. One of the first jobs in his career was to update an Excel sheet for competitor benchmarking and go through the daily report of mentions from one of the legacy providers.¹ He also quickly saw that the tools were inaccurate, noisy, and didn’t deliver the results he was looking for.

Both of their experiences led to a shared resentment towards the traditional way of measuring mentions and tracking a brand's media presence. It also led to the natural question that every founder asks: "There must be a better way of doing this."

They saw a huge gap between the problem these tools claimed to solve and the solution they offered. The industry had grown complacent and was unable to produce the insights that customers deserved.

You are looking at the result of this quest.

What Gossip sets out to do

Gossip sets out to do two important things differently:

Be active where the most impactful conversations are taking place.
Today, this is the world of video and spoken social media. We believe that the significance and influence of these channels will just increase with time as we’re entering the post-literal world.
Be smarter than any other tool out there.
Use our AI-native solution to its full potential. For example, we are not using old-school keyword searches but are instead using topic labelling. This enables us to identify true trends and predictions, allowing customers to foresee and pre-empt movements and trends before anyone else: trends and topics that could potentially disrupt or grow their businesses.

So there you have it. We hope that answers your questions about who we are. If not, drop us a mail and we’ll be happy to elaborate more!

(And by the way:) Why the name and what’s up with all these statues and paintings?

First of all, they look awesome.

And as you might have guessed, unless you've somehow missed the pivotal changes in software and computer technology over the last few years, they are AI-generated.

We are an AI-native company, and that is something we like to highlight when we present ourselves visually.

Secondly, and perhaps most importantly, they represent something timeless that has been critical for human survival through the ages:

The exchange of information.

This has been a common thread ever since our species developed speech; indeed, it's the very reason we did.

From the Stone Age to Ancient Greece to the Renaissance and to today, humans are social creatures who naturally crave access to information that is important to them and their well-being. Call it debate, conversation, opinions, rumours, or discussion. We call it Gossip.

Today, people are talking more than ever in the history of humankind, but the conversation has moved. And we are here to bring you the insights.