News UK’s commercial division The Bridge is to launch a new tool that takes brands’ social content and amplifies it across The Sun, The Times and The Sunday Times’ websites and social channels.

Called Social Amp, the newly developed platform has been created to address Facebook’s recent algorithm change, which favours content from friends and family over that of brands and publishers.

Social Amp works by enabling brands to pull their social streams in to the platform, build and design their campaigns and then target the posts and content across the News UK portfolio of titles. The content then appears in page, as it would on the brands’ own social channels, along with a sponsored post tag above it.

For example, a brand could choose to promote an individual Facebook post or trend to drive additional traffic to a specific campaign or promote all posts from their Instagram account to drive engagement and followers.

The tool offers mobile-first, highly viewable placements onsite and several brands have already successfully trialled the new digital solution. News UK will be announcing its first Social Amp partner in the coming days.