Memeni, a social tool for brands to create their own communities, announced today that it closed a $2.5 million investment from angel investors.

The Los Angeles-based startup said it wants to help brands to “create meaningful interactions” with their customers; so it raised the seed round to launch its product and invest in marketing.

“Brands realize that in order to connect they need a content channel,” said Memeni’s CEO, Arik Benzino, but he stated that existing social networks don’t provide the direct and deep kind of connection companies are seeking.

Unlike traditional social media engagement tools, Memeni works as a platform on which brands can create their channel of content. The brands’ communities can help them connect directly with their users, gather data, reach people, and monetize interactions.

“[Brands] want something more profound. More than a billboard, they want their community to be part of the communication process,” Benzino added.

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