Your “friends” and “followers” may not always care about the crap you post on Facebook, Twitter, and other social sites, but big brands sure do — and Offerpop helps them take advantage of that content.

The marketing software startup, which today announced $15 million in new funding, makes cloud-based tools that help consumer brands find and capitalize on relevant social content, from Instagram photos and Vine videos to tweets and Tumblr rants. Offerpop customers can turn that content into marketing material (collecting reuse permissions through Offerpop), and gather other insights stemming from product-related content — like how many people posting about a brand actually bought its products.

Founded in 2009, New York-based Offerpop says it’s now a “strategic partner” for 2,000 enterprises, including retail giant Amazon, cosmetics maker L’Oreal, and media firm Comedy Central.

The company had previously raised $10 million in venture capital, so this $15 million round, led by Edison Ventures, brings its total financing to $25 million. As part of the new round, and Hearst Ventures (the venture capital arm of the Hearst Corporation) also threw some cash at Offerpop alongside existing investors.

Offerpop plans to use the new cash to staff up its New York headquarters. It’s also working on improved analytics tools.