Hootsuite, a social media management company, has acquired Talkwalker, a leading consumer intelligence platform, to drive revenue and business impact for brands.

Hootsuite acquired Talkwalker, which specializes in consumer intelligence and deep listening technology, to shift from regular social media management to social media performance. It intends to integrate Talkwalker's technology to create a feedback loop that uses AI to turn consumer data into useful strategies.

Talkwalker, an independent company acquired by Marlin Equity Partners in 2017, provides companies with real-time access to millions of conversations across digital and social platforms. Its AI software helps brands analyze and collect data to better manage their communications and reputation. The company reportedly counts more than half of the Fortune 500 companies as clients.

Analyst QuickTake : Hootsuite's latest acquisition of Talkwalker builds upon its previous acquisitions, such as Heyday AI and Spark Central, by further expanding its capabilities in social media management and performance optimization. This acquisition aligns with Hootsuite's overall strategy to improve social media performance through advanced AI-driven insights, enabling businesses to leverage predictive analytics and social intelligence for more effective marketing strategies and customer engagement.