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Hootsuite acquires Luxembourg-based Talkwalker to redefine future of social marketing

Picture credits: peshkova/Depositphotos

Global social media management platform Hootsuite is all set to acquire the Luxembourg-based social listening platform Talkwalker. For now, there is no word on the amount of acquisition

Why Hootsuite plans to acquire Talkwalker?

At a time when over 5 billion individuals use social media for over 2.5 hours daily, a vast majority of businesses boast a social presence. As per Hootsuite’s research, despite this number, only 56% of organisations believe they truly grasp the business impact and ROI of their social media strategies. This sparks a shift from social media management to a category evolution fueled by customer demand, which is social media performance. Hootsuite exists to help customers unlock the value of their social media relationships. 

By acquiring Talkwalker, Hootsuite takes this mission to the next level. By bringing together two category leaders, for the first time, businesses will have a social media performance engine to turn insights into action into impact—all fueled by AI.

Future of social networking

Talkwalker was founded in 2008 by Christophe Folschette and Thibaut Britz. It is a listening and analytics company that empowers over 1,000 brands to optimise the impact of their communication efforts. 

Talkwalker, brought into Hootsuite, leapfrogs the industry into the future of social marketing. With Hootsuite & Talkwalker together, customers can expect to increase brand awareness, drive lead generating, get global listening coverage, experience AI built for social, and work in a single control room of insight, action and impact. 

AI for social media 

Talkwalker’s BlueSilk AI is the only set of AI models specially built for social marketers from a data set exclusively built from billions of real-time, unsampled data from across the web and social. The AI-powered social intelligence quickly informs you with insights to help you post across all your social channels and analyse the impact against business metrics, turning Hootsuite into an all-in-one social media performance engine.

“We have had listening for years. But it was industry standard, just like everyone else’s. While that worked then, the industry is entering a new era of social media performance,” said Irina Novoselsky, CEO of Hootsuite. “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. The combination of the world’s best insights technology.”

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