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SaaS Shakeup: Hootsuite to acquire Talkwalker to usher in a new era of social media performance

April 8th, 2024 – Hootsuite, a global leader in social media management, is excited to announce it is set to acquire Talkwalker, the leading AI-powered social listening solution.

In an era where over 5 billion individuals engage on social media for upwards of 2.5 hours daily, a vast majority of today's businesses boast a social presence. Yet, Hootsuite's latest research reveals a gap: 56% of social marketing teams say their organizations don’t understand the business impact of social media. That’s concerning since social media is one of the only spaces where businesses can have a two-way dialogue—consisting of listening and responding—to build and nurture real customer relationships.

For businesses on social, “listening and talking” translates into “insights and actions” that drive impact.

This sparks a game-changing shift from social media management (the category Hootsuite started) to a category evolution fueled by customer demand:  social media performance.

Hootsuite exists to help customers unlock the value of their social media relationships. And by acquiring Talkwalker, Hootsuite takes this mission to the next level. By bringing together two complementary category leaders, businesses will, for the first time, have a social media performance engine to turn insights into action into impact—all fueled by AI. 

"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,” says 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 social listening's best insights technology, Talkwalker,  brought into Hootsuite, will leapfrog the industry into the future of social marketing.”

With Hootsuite & Talkwalker together, customers can expect to:

  • Increase brand awareness: Predictive analytics and social intelligence give you forward-looking insights to get a head-start on a cultural trend before it starts and get your brand noticed in the larger conversation.

  • Drive lead generation: Drive more qualified leads into your seller's funnel from social through a deeper understanding of audience intent. Then optimize efforts to continue to reach them.

  • Get global listening coverage: Offering comprehensive reach across 100+ social networks and 150 million websites.

  • Experience AI built for social: BlueSilk™ GPT is AI built for social marketers from a data set exclusively built from billions of real-time, unsampled data from across the web and social.

  • Work in a single control room of insight, action and impact: AI-powered social intelligence quickly provides insights to help you post across all your social channels and analyze the impact against business metrics, turning Hootsuite into an all-in-one social media performance engine.

This is where all of social media is headed in the future. And we’re ready.


Jennifer Williams

The acquisition is expected to close in the second quarter of 2024, subject to customary closing conditions. Goldman Sachs & Co. LLC is acting as the exclusive financial advisor to Talkwalker.