Product Updates
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.
Manage YouTube comments in Inbox
View and reply to YouTube comments directly in Inbox — no need to switch between tools.
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.
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.
Collect customer details safely with Secure Forms
Safely collect customer details in Advanced Inbox with Secure Forms — protecting PII while meeting privacy, compliance, and data governance requirements.
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.
Click to Message Ads
You can now create and schedule Click to Message Facebook and Instagram ad campaigns directly from Hootsuite Advertising dashboard. Once someone starts a conversation, you can also manage it seamlessly in Inbox.
Bluesky publishing
Whether you’re growing a new audience on Bluesky or bringing an established one along for the ride, now you can plan, schedule, and publish Bluesky posts directly in Hootsuite. Draft content in seconds with OwlyGPT, keep a pulse on audience sentiment in Listening, and keep your social calendar in sync across all your channels.
Inbound reactions for DMs
After you send a DM, you'll be able to see in the conversation when the recipient reacts to your message.
A fresh look for the Hootsuite App Marketplace
We’ve modernized Hootsuite's app marketplace website at http://apps.hootsuite.com. Find social media apps and extensions that integrate with Hootsuite's dashboard to customize and enhance your social media activities.
Edit scheduled reels for Facebook and stories for Facebook & Instagram
You can now edit Facebook reels on mobile and publish them via the mobile notification flow. Scheduled stories can also be updated by duplicating them from Plan, making edits, and rescheduling—no need to start from scratch.
TikTok Business Messaging has officially landed in your Hootsuite Inbox!
You can now receive and reply to TikTok messages alongside your other social conversations — fast, seamless, and all in one place. Available to Business Accounts registered in countries across North & South America, Asia, Africa, and Australia.
Instagram feed, reels, and story previews updated
We’ve enhanced post previews in Hootsuite with updated styling for mentions and hashtags across all previews, plus improved Instagram feed posts, reels, and story previews.
New Snapchat data in Listening
Now you can monitor public Snapchat Public Creators content matching your search query — including stories, saved stories, and spotlights — in Topic Insights and Quick Search. The data includes post-level metrics such as shares, replies, favorites, and more, giving you a comprehensive view of relevant conversations related to your search.
Create Amplify content from Posts in Plan
You can now select and send specific content from Plan to Amplify using the new “Send to Amplify” button, making it easier to share posts with your advocates.
Improved report legibility in Analytics
We’ve enhanced the color range and contrast in Analytics to make reports and report settings easier to read and use.
New Potential Reach widget in Listening
The new Potential Reach widget replaces the Authors metric in Key Metrics across Quick Search and Topic Insights, while Authors remain available in the Influencers section.
New sentiment widgets available
Quickly gauge audience mood with a new Net Sentiment KPI widget, and track how it shifts over time with a Net Sentiment Overtime widget.
Authentication of AI-generated images
OwlyGPT's AI-generated images (beta) now contain a machine-readable marker. Users can upload their OwlyGPT images to authentication tools which will detect and verify the images were AI-generated.
Updated dimensions for Instagram videos
We’ve increased the number of video aspect ratios available for Instagram, giving you more flexibility with the feed videos and Reels you can schedule and publish in Hootsuite.
Enhanced AI query builder
You can now save time by easily generating high-quality queries — improving insight accuracy and accelerating decision-making. New predefined prompts and guided query refinements help you quickly iterate for better results.
Interface improvements to Inbox 2.0
We’ve made improvements to Inbox 2.0, including a unified toolbar, message preview updates, a simpler resolve button, and clear labels for public vs. private messages
Add video asset to the Content Library
We’ve enhanced the Content Library to allow for more content types and bigger file sizes. You can now add and store MP4 and MOV videos up to 1GB each. We’ve also doubled the maximum file size to upload images and GIFs to 20MB.
Schedule LinkedIn reposts in Amplify
You can now schedule LinkedIn reposts in Amplify like you can with regular posts. This saves you and your team time and the need to manually follow up on reposts.
Longer captions for X (Twitter) Premium users
Users with an X (Twitter) Premium account can now publish posts up to 25,000 characters in Hootsuite.
Create content from a URL with OwlyGPT (beta)
Generate social posts instantly by simply providing OwlyGPT with a webpage link. This new feature streamlines your workflow by pulling information directly from any specified URL.
Threads image limit increased
You can now include up to 20 images in your Threads posts, an increase from the previous limit of 10. This gives you more flexibility to share richer visual content with your audience.
Facebook Reels & Stories mobile publishing workflow
Hootsuite now supports the mobile publishing workflows for Facebook Reels and Facebook Stories. You can create and schedule your content in Hootsuite and get a push notification from the Hootsuite mobile app prompting you to complete the post in the Facebook app, where you can add final touches.
LinkedIn Profile metrics added to Analytics and Amplify Analytics
Track LinkedIn profile metrics that matter, including new follower insights, detailed post and video performance metrics, and more. Whether you’re growing your personal brand or tracking ROI, these insights help you prove your impact and optimize your strategy.