Product Updates
Adding LinkedIn demographic follower and engagement metrics
Improve campaign performance with more insights on follower demographics. View audience breakdowns by key professional attributes like industry, seniority, and geography and use it for their content and targeting purposes. Access new Post Engagement Metrics to see total engagement from posts on LinkedIn.
Top Posts tables in Amplify
New post-level tables show which content resonates most and make reporting easier.
Improved TikTok metrics refresh
Post-level metrics now update up to 1 year from post date, so you can capture engagement of past posts, especially those that go viral weeks or months after publishing, without having to leave your Hootsuite Analytics dashboard.
Retroactive tagging for posts
Forgot to tag a post? No problem. You can now tag published posts directly within the Plan, ensuring consistent tagging and accurate reporting across all content.
Enhanced LinkedIn previews
See exactly how your posts will look before publishing — from captions to images, videos, PDFs, and link previews — saving time and making planning easier.
Team view for Analytics reports
Quickly view and analyze data by specific teams to streamline your reporting.
Auto-boost available for LinkedIn Ads
Automatically optimize your ad spend in just a few clicks with automated boosting for LinkedIn in Social Advertising.
TikTok metrics in Advanced Analytics
Access in-depth TikTok performance data alongside your other social channels for a complete view of your social impact.
Improved LinkedIn metrics refresh
Post-level metrics now update up to 1 year from post date, so you can capture engagement of past posts, especially those that go viral weeks or months after publishing, without having to leave your Hootsuite Analytics dashboard.
OwlyGPT Analytics Insights
Get analytics-driven insights from your historical performance and social signals to guide content strategy! No need to upload data to analyze it, OwlyGPT can automatically pull from your analytics in seconds.
Post filter in Inbox
Filter conversations by specific posts to easily view and manage all related comments in one place, making engagement and community management simpler.
Message count on Custom Inboxes
See conversation counts for all custom inboxes, helping you quickly track message volume and manage workflows more efficiently.
Alt Text support for Instagram in Hootsuite
Add and edit Alt Text for single images and carousels directly in Hootsuite, ensuring accessibility compliance and smoother approval workflows.
Year in Review Report for 2025
Your personalized report is officially live. Discover how your brand showed up on social this year — your top-performing posts, trends that shaped your audience and the insights that mattered the most. Find out which Owly you are (data-driven, trend-hunting, or engagement-obsessed?) and getAI-powered recommendations to sharpen your strategy for 2026.
Knowledge Centre + Generative AI Chatbot in Inbox
Now select files from your Knowledge Centre when setting up the AI Chatbot, saving time and ensuring consistent, standardized responses in Inbox.
Content segmentation with metadata in Amplify
Target Amplify content to employees by division, job, or location, ensuring the right content reaches the right advocates across regions.
Share to LinkedIn Company Pages with Amplify
Amplify customers can now share content directly to LinkedIn Company Pages, extending the reach of employee advocacy and social marketing programs.
Reddit Ads Manager App
Manage Reddit Ads directly in Hootsuite — create, preview, and track campaigns alongside your other social ads in one dashboard.
Mandatory tagging for posts in Create
Admins can now require tags on posts and set the number of tags, ensuring consistent tagging and accurate reporting across all content.
Share to TikTok with Amplify
Extend your employee advocacy programs to TikTok — create, share, and track TikTok content alongside your other social networks in Amplify.
Add SRT (closed captions) to LinkedIn Page videos
You can now add SRT files to LinkedIn Page videos, making content more accessible and boosting reach and engagement.
Japanese language now in dashboard settings
Hootsuite is now available in Japanese, letting users work in their preferred language for a smoother experience.
Twitter is now X in Hootsuite
We’ve updated the dashboard to reflect X’s new name and branding — including logos, colors, and post types — so your workflow matches the platform.
Align metrics in exports with the UI
Data exports now include the same metrics you see in the dashboard, so your reports are complete and accurate.
Filter your Inbox by Mentions
Prioritize important conversations faster with the new ‘Mentions’ message filter in Inbox.
Create videos with Adobe Express in Hootsuite
We’ve expanded the types of media from static images to include dynamic videos so you can create video files (MP4s) using Adobe Express and import them directly into the Hootsuite Composer.
Threads Insights Shares Metric
See how widely your content is shared beyond direct engagement. Track brand reach, campaign amplification, and emerging trends to understand audience interactions better.
New Facebook metrics available
Post-level metrics now include Reels data and we’ve added new Facebook metrics to your reports: Page views, Page paid views, Page organic views, Page follower and non-follower views, Post views, Post paid views, and Post organic views, Post follower views and Post non-follower views.
New support experience
We’re excited to offer an improved Hootsuite support experience designed to make every interaction faster, smarter, and easier. Access help through email, live chat, or our new self-service portal.
Enhancements to Instagram & Facebook previews
We've updated post previews in Create and Plan for more accurate display on Instagram and Facebook. Previews now better reflect Instagram carousels, Facebook media grid/collage layouts, and multilingual/bidirectional captions for all networks.
Manage YouTube comments in Inbox
View and reply to YouTube comments directly in Inbox — no need to switch between tools.
Design with Adobe Express in Hootsuite
Whip up on-brand visuals with Adobe Express for your social posts as you draft them. Click on the Adobe Express button in the Create window to get started.
Schedule posts from Adobe Express
Schedule or publish social posts directly from your Adobe Express dashboard. View/edit/delete posts scheduled from Adobe Express in Hootsuite Calendar view.
Facebook post-level metrics refresh update
We’ve extended refresh time for Facebook post-level metrics to a year, so you can report with confidence on past posts.
Custom thumbnails for TikTok videos
Add cover images to video posts for more engagement.
Smoother, faster tagging for posts
We’ve updated the Tags list in Compose to freshen up the look and feel, and added search to help you find and add tags faster.
Brainstorm and plan content in the new Whiteboard workspace
Whiteboard is your team’s space to ideate and organize social content before publishing. Send ideas from OwlyGPT straight into Whiteboard, collaborate in real-time, and move seamlessly from planning to publishing — all in one place.
Custom thumbnails for LinkedIn video posts
You can now upload custom video thumbnails for LinkedIn Page posts directly through Hootsuite — helping your content stand out and drive more engagement.
LinkedIn Political Ads declaration for EU campaigns
Starting October 10, 2025, advertisers targeting EU regions must self-declare if their ads qualify as political advertising. When setting up LinkedIn ads targeting these regions, you’ll now need to check a self-declaration box to indicate that your campaign is not political.
Expanded TikTok caption length in Create
You now have more room to express your creativity on TikTok! The TikTok caption limit in Create has been increased from 2,000 to 2,200 characters — aligning with the latest updates on TikTok.
Smarter brand and celebrity detection is here
We’ve enhanced Smart Themes with a new model that accurately identifies Brands and Celebrities in English content, powered by Wiki Entities — the world’s most dynamic knowledge base. This upgrade ensures reliable identification of existing brand and celebrity entities today.
OwlyGPT (beta) prompt library
You’ll now see sample prompts on the OwlyGPT homepage, plus a prompt library you can use for content ideation, post optimization, campaign creation, and trend analysis. (Available to beta participants with AI enabled.)
See your post’s progress in Calendar
When you publish a post (especially one containing video or rich media), you’ll now see a Processing status in Calendar until it goes live.
Get more clarity on Analytics metrics
We’ve added more details to metrics in Hootsuite Analytics to help you understand your data more clearly. Click the “i” icon on a metric to see whether it’s organic or paid, the data source, refresh rate, and backfill details—with links to the Help Center for more context.
Facebook previews updated
We’ve enhanced post previews for Facebook, including link previews and more — making it easier to see how your content will appear before publishing.
Topic Insights Report in Hootsuite Analytics
Add Listening powered by Talkwalker metrics into your custom reports in Analytics, or create a new report based on your topics with the predefined template “Topic Insights.”
Improving the Create experience
We’ve made small but significant changes to make creating and publishing posts a little faster and easier for you and your team. We’ve added search to the Campaign field, updated Instagram Location tagging, and moved Facebook target audience and LinkedIn Page audience to the Facebook and LinkedIn tabs.
PDF support for Media Library apps
PDFs are now supported in Media Library apps in Create, so you can access and add your PDF content without leaving Hootsuite.
Access your Canva designs in Hootsuite (beta)
Add Canva designs to your posts directly from the Media Library in Create. Access single or multiple files in JPG, PNG, GIF, MP4, or PDF.
See more context when content is shared with you
Inbox now shows a banner when content is shared in a conversation. Preview posts, stories, or reels directly in Inbox to get the context you need.