Hootsuite to acquire social analytics company Talkwalker

Social media management company Hootsuite announced it will acquire Talkwalker, an AI-powered social analytics platform. Terms of the deal haven’t been disclosed, but it’s expected to close in 2Q 2024.

Hootsuite, based in Canada, has partnered with Talkwalker to provide social analytics tools to customers for the last seven years. Hootsuite started in 2008 and boasts 6,000 enterprise customers and 200,000 users overall.

Social campaigns and measurement. The combined offering includes:

• Building brand awareness by discovering and responding to trends across social media.
• Driving lead generation by delivering more qualified leads based on insights into audience intent.
• Comprehensive reach across more than 100 social platforms and 150 million websites.
• Talkwalker’s Blue Silk GPT genAI social analytics technology.

Social media performance. “We have had [social] listening for years,” said Hootsuite CEO Irina Novoselsky, in a company release. “While that worked then, the industry is entering a new era of social media performance. To achieve this, we’re building a social media performance engine, a feedback loop where AI takes consumer data and generates insights for actionable strategies and measurable impact.”

Why we care. Two leaders in social media marketing are joining forces to enable marketers to increase the scale of their campaigns intelligently. That means creating and controlling the distribution of posts while measuring the impact of those posts, as well as broader social trends, all in a single control room. 

Dig deeper: Salesforce’s full-funnel approach to social media