News UK has launched a tool that takes a brand’s social content and amplifies it across the publisher’s The Sun, The Times, and The Sunday Times online platforms and social channels.

Social Amp has been developed by News UK’s commercial division, The Bridge, in partnership with technology solutions provider, Polar. It is aimed at addressing Facebook’s recent news feed changes – which has seen content from friends and family prioritised over content from publishers and brands.

The tool is said to enable brands to pull their social streams into the platform, build and design their campaigns, and then target the content across the News UK portfolio. Once this is done, the content appears in page, as it would on the brand’s own social channels, with a sponsored tag.

“For too long brands have been watching their organic social reach decline, diminishing the strong audience bases they have fought hard to build,” said Ben Walmsley, digital director at The Bridge.

“Our ethos at The Bridge has always been to listen closely to our advertisers’ needs and meet them: Social Amp is a much-needed solution for brands who want to amplify and endorse their social feeds in quality environments, with strong reader affinity.”

News UK says that that ‘several brands’ have already successfully trialled the solution, and it will announce its first official Social Amp partner in the coming days.