What are the latest Hootsuite product features? [September 2026]

What are the Hootsuite product updates for September 2026?

Hootsuite’s September 2026 product updates include 20 new features and improvements, from tracking what AI assistants say about your brand to a redesigned Contact panel in Nest. It’s our biggest month of the year so far, and the updates touch almost every part of the social workflow.

Hootsuite is an all-in-one social media management platform. Teams use it to plan, publish, engage, listen, and measure, all from one dashboard (instead of a dozen open tabs).

Here’s everything we rolled out this month. (Missed last month? Catch up on August’s product updates.)

Lumen: Monitor how AI represents your brand

Lumen’s LLM Insights now show you how your brand appears in AI-generated answers across ChatGPT, Gemini, Perplexity, and Claude.

Over 50% of consumers begin product research with an AI assistant instead of a search engine. The problem is that most brands have no idea what AI assistants are saying about them.

LLM Insights clears that up. It scores your brand’s visibility and tracks sentiment and share of voice across AI answers, so you can see where you stand.

With this update, you can:

• See your visibility score and average position across ChatGPT, Gemini, Perplexity, and Claude
• Find the prompts and citations that surface your brand (and the ones that leave you out)
• Benchmark against competitors and act on built-in recommendations, right inside your existing dashboards and alerts

Takeaway: AI search is changing how people find brands. LLM Insights shows you whether they’re finding yours. (Available with the Lumen add-on.)

Parliament: Manage your content pipeline with an AI agent, not a dashboard

Content admins have enough dashboards to deal with. Now, with Parliament MCP for Content Admins, they can create, edit, publish, and schedule posts directly from the AI chat tools they already use, like ChatGPT, Claude, and Gemini.

The update builds on Parliament MCP for Advocates, which launched last month, bringing the same conversational workflow to the people managing advocacy content behind the scenes.

This update helps teams:

• Create, draft, and edit Parliament posts conversationally, without opening a separate dashboard
• Publish immediately or schedule posts for later, all from the same conversation
• Find posts by status, move them back to drafts, or delete them from the chat

Takeaway: Parliament MCP now supports both advocates and content admins. Your team can manage more of their advocacy content workflow in one AI conversation, with less time spent jumping between tools.

Nest: Connect WhatsApp without losing your existing setup

Until now, teams had to choose between connecting WhatsApp to Hootsuite and keeping their existing WhatsApp Business App connection. Not exactly ideal if you’re managing customer conversations across multiple tools.

With WhatsApp Coexistence, you can now use both at the same time. No disconnecting, reconnecting, or changing how your team already works. It is the kind of connectivity fix that matters most to enterprise social media teams.

Why it matters:

• Connect WhatsApp to Hootsuite without losing access to your WhatsApp Business App
• Move between Hootsuite and the WhatsApp Business App whenever you need to, without reconnecting your account
• Handle WhatsApp messages from whichever tool makes the most sense for your team

Takeaway: You no longer have to choose between Hootsuite and the WhatsApp Business App. Now you can use both. (All Plans.)

Hootsuite: A unified home for embedded apps

If your team uses integrations like Asana, Wrike, Monday.com, Airtable, Notion, or Jira, finding them in Hootsuite is about to get a lot easier.

As Hootsuite moves to a new embedded app setup, these integrations are getting a shared home in the Open apps panel, available in areas like Perch and Nest.

Why it matters:

• Find apps like Asana, Wrike, Monday.com, Airtable, Notion, and Jira in one consistent panel
• You may be asked to reconnect certain apps as they move to the new setup
• Re-authenticate once to keep the experience running smoothly going forward

Takeaway: This is an architecture-level change, not a single feature. But if your team relies on connected apps, it’s worth knowing about (and keeping an eye out for any reconnection prompts).

Lumen: Compare AI widget summaries side by side

Lumen’s AI Widget Insights can now summarize up to six dashboard widgets on one page, so you can compare them side by side.

Before this update, you opened each widget’s summary one at a time and waited for it to load. That works fine for one widget. It’s slower when you’re trying to see how all your social media metrics fit together.

This update helps teams:

• See AI insights on up to six widgets per page instead of one at a time
• Get AI summaries on the Citations table in LLM Insights
• Compare summaries side by side, switching instantly between widgets

Takeaway: Side-by-side AI summaries mean less waiting and faster dashboard analysis. (Lumen, All Plans.)

Lumen by Talkwalker: Wisdom now knows which widget you’re looking at

No more manually setting up a Topic or Filter every time you want to ask Wisdom about your dashboard data.

With the new Widget Aware for Dashboards feature, you can select any dashboard widget with a single click. Wisdom then uses that widget’s data to answer your questions, so you get insights specific to what you’re looking at.

Why it matters:

• Select any widget as context with one click, no Topic or Filter required
• Get answers from Wisdom based on that widget’s exact data
• See which widget context is active in every response, so there’s no guessing

Takeaway: Widget-aware answers mean Wisdom responds to the data a team is actually looking at, not a generic summary. (Enterprise.)

Hootsuite: Organize tag sprawl with Grouped Tagging

Tags are a handy way to label content. But one long list of them gets hard to manage fast, especially on a bigger team.

With Grouped Tagging, you can organize tags into groups that make sense for how your team works. For example, a brand might keep separate groups for campaigns, products, and regions. Instead of scrolling one long list, you can find the right tag faster and report on content by group.

You can also require tag groups before publishing and restrict which teams can see each group. That keeps tagging consistent across your social media marketing workflow, even as more people get involved.

This update helps teams:

• Manage tag groups in Tag Manager, or bulk import and export groups via CSV
• Use the same tag groups across Perch and Nest
• Make tag groups mandatory before publishing and control which teams can see them

Takeaway: Grouped Tagging turns an unmanageable tag list into something teams can actually govern. (Advanced & Enterprise.)

Perch: Get every approval tier moving at once

Waiting for one person to approve a post before the next person can even look at it? Not exactly efficient, but also the reality of multi-tier approval chains. Until now.

With Perch’s new Parallel Approvals feature, you can notify every approval tier at once, so everyone can review content at the same time instead of waiting their turn.

Why it matters:

• Notify all approval tiers simultaneously instead of waiting in sequence
• See exactly when each tier approved the content, even when reviews happen at the same time
• Turn on Parallel mode for one chain without changing the defaults for every other chain

Takeaway: Parallel Approvals keeps every required signoff while cutting the wait between them. (Advanced & Enterprise.)

Analytics: One consistent place for tag and campaign filters

Tag, auto-tag, and campaign filters used to live in different places depending on which report you were looking at. Not ideal when you’re trying to keep your reporting consistent.

With the new Unified Filters update, all three now live under Across social networks, so you can apply the same filters to every connected network at once.

Why it matters:

• Apply Tag, Auto-tag, and Campaign filters consistently across every connected social network
• Work from a simpler filter drawer, with less risk of mismatched filter settings between networks
• Keep using your existing reports, which migrate over automatically

Takeaway: With every tag and campaign filter in one place, your reports apply them the same way across every network. (All Plans.)

Perch: Tag up to 50 posts at once in Planner

Tagging posts one by one is fine when you’ve only got a handful. But when you’re managing a packed content calendar, that gets old fast. With Perch’s new bulk tagging feature, you can select up to 50 posts in Planner and tag them all at once, regardless of their status.

This update helps teams:

• Select up to 50 posts at once in Planner, whatever their status
• Add tags to every selected post without affecting any existing tags
• Organize an entire content calendar in seconds instead of post by post

Takeaway: Bulk tagging turns a tedious cleanup job into a thirty-second task. (Tags Entitlement.)

Lumen: See exactly how your team uses Wisdom

If your team works with a monthly AI quota, it helps to know where that quota is going. With Lumen’s new usage tracking feature, you can see how your team uses Wisdom and any custom co-pilots, all in one place.

Why it matters:

• Track usage across Wisdom and custom co-pilots in one view
• Filter by user to spot your top users
• Check usage for specific agents or co-pilots, not just overall totals

Takeaway: Usage tracking turns a monthly quota from a surprise into something a team can actually manage. (Standalone.)

Analytics: Open My Reports already filtered to your product area

If you work in Perch, Nest, or Parliament, you probably don’t need to see every report across Hootsuite.

With the new Reports by Product Area update, My Reports automatically shows reports relevant to the product you’re working in. So instead of sorting through a long list, you can get straight to the reports you need.

This update helps teams:

• See only the reports tagged to your product area when you open My Reports
• Switch views anytime with a single-select filter in the toolbar
• Pick up where you left off, since your filter choice stays put between visits

Takeaway: My Reports now opens to the reports that matter for your work. (Hootsuite Social OS.)

Hootsuite Analytics: Threads and LinkedIn profile metrics land in Post Performance

Good news if you manage Threads and LinkedIn profiles: You can now see how your posts perform alongside content from your other social networks.

Previously, Threads and LinkedIn profile posts weren’t included in Post Performance. Now, both are supported, closing a real gap in social media analytics coverage.

Why it matters:

• Compare how your posts perform on Threads and LinkedIn alongside your other social networks
• See engagement, impressions, and interactions for profile-level posts in one report
• Know what content is actually working without switching to a separate tool for either network

Takeaway: You can now see how Threads and LinkedIn profile posts stack up against the rest of your content, all in one report. (Hootsuite.)

Lumen: YouTube catalog coverage jumps to 15,000 accounts

Lumen’s YouTube catalog now covers 15,000 accounts, with plans to expand to 30,000 soon. That means more content to analyze, more social media trends to spot, and fewer gaps in your social listening data. Best of all, there’s no extra setup required.

This update helps teams:

• Access YouTube posts from 15,000 accounts, with 30,000 coming soon
• Access up to 400 days of instant historical backdata in Lumen by Talkwalker
• Isolate or exclude catalog posts with a single Boolean operator

Takeaway: Lumen now covers far more of YouTube, so your listening has fewer blind spots. (All Lumen Plans.)

Lumen: Monitor any public Threads profile, not just your own

Threads Public Profile Monitoring lets you track any public Threads profile in Lumen, including competitors and influencers.

Before this update, keeping tabs on someone else’s Threads activity meant checking their profile by hand. Now you can add any public profile as its own channel and follow it alongside the rest of your social listening strategy.

Why it matters:

• Monitor competitor and influencer Threads profiles as dedicated channels
• Track profile-level views, likes, reposts, and quote posts
• Set up profiles the same way a team already adds Instagram channels

Takeaway: You can now see how competitors and influencers are performing on Threads, right inside Lumen. (All Plans.)

Nest: A redesigned Contact panel for faster lookups

When you’re helping a customer, the last thing you want is to waste time digging through a cluttered contact panel just to find one piece of information. Nest’s redesigned Contact panel puts everything in its place, with dedicated sections for Profile, Notes, and Actions.

This update helps teams:

• Find key information faster with dedicated Profile, Notes, and Actions sections
• Update contact attributes more easily, with CRM attributes kept separate from other details
• Enjoy a refreshed experience that’s consistent across Notes, chat, and Online Agents views

Takeaway: A cleaner Contact panel means agents spend less time hunting and more time helping. (Nest, Hootsuite.)

Nest: Set up a DM automation right from a Planner post

You can now create, view, and edit Instagram DM automations directly from a scheduled post in Planner.

A DM automation sends a direct message when someone interacts with your post. For example, you might send a link to anyone who comments a certain word.

Before this update, setting one up meant leaving Planner and heading over to Nest. Now you can add the automation while you’re scheduling the post it goes with. And if you need to make changes later, you can view and edit it from the post’s preview in Planner.

Why it matters:

• Create a DM automation on an Instagram scheduled post without leaving Planner
• View and edit an existing DM automation right from a post’s Planner preview
• See every DM automation set up in Nest from a single view

Takeaway: Managing DM automation from inside Planner means one less app switch per post. (All Plans.)

Parliament: Welcome and Digest emails now arrive in each teammate’s language

Running an employee advocacy program across different countries is tricky enough without sending everyone emails in the same language.

With Parliament’s new Emails in Your Language feature, Welcome and Digest emails automatically arrive in each teammate’s preferred profile language. So whether your team is spread across three countries or thirty, everyone gets emails they can actually read.

This update helps teams:

• Get Welcome and Digest emails in each teammate’s own language automatically
• Publish custom templates for each supported language
• Set an org-wide default language as a fallback for anything not yet translated

Takeaway: Localized emails mean a global advocacy program finally reads like it was built for every teammate, not just one language. (Parliament, Hootsuite.)

Nest: Filter and automate workflows around X search queries

X search queries are now part of your social inbox workflow in Nest. You can filter conversations by search query, turn those filters into custom inboxes, and set up automations based on which query a conversation matched.

Why it matters:

• Filter by search query to quickly isolate conversations about specific topics, brands, or competitors
• Create custom inboxes from search query filters to keep important views accessible
• Automate workflows by routing or tagging conversations based on the search query that matched

Takeaway: Turning search queries into automation triggers means less manual sorting in Inbox. (Advanced & Enterprise.)

Hootsuite: Route permission requests straight to an Admin

Waiting on a permission request can bring your work to a standstill, especially when nobody’s quite sure who needs to approve it. With Hootsuite’s new Ask My Admin feature, permission requests automatically go to the right paying member, Admin, or a super Admin through Hootsuite’s notification system.

Why it matters:

• Notify only the paying member, Admins, or a super Admin, not the whole team
• Deliver requests automatically via the Notification Center and email
• Redirect the right person straight to the action they need to take

Takeaway: Ask My Admin means a permission request finds the right person on its own instead of waiting in a queue. (All Plans.)

Want a closer look at these new Hootsuite features? Log in to your dashboard to explore September’s product updates, or start a free trial to see how Hootsuite supports smarter social media management, deeper insights, and stronger results.