What are the latest Hootsuite product features? [Oct 2025]

Looking for the latest Hootsuite product features? October brings smarter planning tools, smoother creation workflows, and clearer reporting. Here’s everything we’ve rolled out this month.

Quick summary of October updates:

• Collaborate earlier and faster with Whiteboard + OwlyGPT
• Access Canva designs right where you schedule posts
• Create designs with Adobe Express as you schedule posts, right in Hootsuite
• Get clearer context on incoming messages in Inbox
• Get even more precise insights thanks to smarter social listening
• View Topic Insights Listening metrics directly inside Analytics

What are the Hootsuite product updates for October 2025?

Brainstorm and plan content with Whiteboard + OwlyGPT

Whiteboard is now your team’s go-to space for early content planning. Jot down ideas, sketch out concepts, and build campaigns together.

And when inspiration strikes, pull OwlyGPT into a session. You can even turn its suggestions into a note on a new or existing Whiteboard with a single click.

Now your team can:

• Brainstorm ideas in one shared space
• Collaborate with OwlyGPT to spark new topics and post ideas
• Move from ideation to execution faster

Takeaway: Whiteboard gives your team a faster, more collaborative way to plan content together.

Planning: Try new OwlyGPT prompts

OwlyGPT now comes with a library of ready-made prompts to help you brainstorm, refine, and plan content faster.

Now you can:

• Spark new ideas with content ideation prompts
• Fine-tune posts using post optimization prompts
• Shape campaigns with campaign creation prompts
• Learn what’s trending through trend analysis prompts

Takeaway: OwlyGPT gives you an easier starting point for brainstorming, optimizing, and refining content.

See your post’s progress in Calendar

When you publish a post that needs a moment to process (think: video or rich media), you’ll now see a clear Processing status in Calendar until it’s fully live.

This update helps you:

• Know when posts are still processing
• Avoid guessing whether something has published

Takeaway: Calendar now shows you what’s happening behind the scenes, so you’re never left guessing.

Access your Canva designs directly in Hootsuite

Now you can add Canva visuals directly to your posts as you create them in Hootsuite (no downloading or tab-switching required).

And if you run social ads:

You can drop those same Canva designs straight into your ad campaigns as you’re drafting them. It’s an easier way to build ads with brand-ready designs already in your library.

Here’s what this means:

• Easy access to all your Canva designs while you’re building posts
• Faster workflows for campaigns and multi-channel content
• A smoother road from design to publish

Takeaway: You can now publish Canva visuals without leaving Hootsuite.

Design content with Adobe Express right in Hootsuite

Adobe Express now fits right into your Hootsuite workflow. You can create images and videos in Adobe Express and add them to your social posts in seconds, all inside Hootsuite.

Why it matters:

• Create on-brand designs on-the-go
• Quickly edit visuals to suit your publishing needs

Takeaway: Design branded visuals on-the-go in the same place you schedule posts. 

Add custom thumbnails to TikTok and LinkedIn videos

You can now upload custom thumbnails for your TikTok and LinkedIn videos, right from your Hootsuite dashboard.

Why it matters:

• Supports your need to meet accessibility standards
• A consistent brand look across channels
• Better reach and engagement for your videos

Takeaway: You get stronger brand consistency with custom thumbnails built into your Hootsuite workflow.

Inbox: See more context for inbound messages

Inbox now gives you a fuller picture of every conversation. You can see more details in inbound messages about content shared (ex. post preview) and mentions/forwarded messages (ex. post type), so you always understand the context before you hit “reply.”

alt text: Hootsuite Inbox showing additional message context

This update helps you:

• Respond with confidence
• Spend less time digging for message history

Takeaway: This added context helps your team deliver faster, better customer service on social.

Listening: Smarter brand and celebrity detection

Hootsuite Listening (powered by Talkwalker) now identifies brands, creators, and public figures with greater precision. The upgraded model, powered by Wiki Entities, cuts down on false positives so you can trust the conversations you’re seeing.

This update lets you:

• Avoid false positives in your data
• Work with more reliable insights

Takeaway: More accurate detection helps you spend less time sorting through noise and more time acting on real data.

See Listening metrics inside Analytics

Speaking of social listening, you can now view Topic Insights Listening metrics to your custom reports in Hootsuite Analytics.

Why it matters:

• Analyze conversations and performance side by side
• Add richer context to reports
• Spot trends faster

Takeaway: You can now track social analytics and topic insights listening metrics together in one dashboard.

Get more clarity on metrics in reporting

We’ve made it easier to understand how your metrics are calculated in reporting. A new details panel shows exactly where the data comes from, how often it refreshes, and how far back the numbers go.

Why it matters:

• Your numbers make more sense at a glance
• You can present results with more confidence

Takeaway: Reports now feel easier to analyze and share with stakeholders.

Experience a new and improved Create

We’ve updated Create with a few small but meaningful improvements to help your team create and publish posts faster.

Now you can:

• Find and assign campaigns more quickly
• Adjust Facebook and LinkedIn audience settings right where you expect to
• Search to add post tags faster

Takeaway: These updates give teams a quicker, more efficient workflow for building and publishing posts.

See a full year of Facebook post-level metrics

Facebook post-level metrics now stay fresh for an entire year in Hootsuite, matching what you’d see in native Meta reporting.

Why it matters:

• Better long-term performance tracking
• More dependable historical reports
• Consistent data across platforms

Takeaway: Hootsuite helps your Facebook insights stay accurate for the long haul.

FAQ

Does Hootsuite integrate with Canva and other design tools?

Yes! Hootsuite works with the design tools your team already relies on, like Canva, Adobe Express, and other Media Library apps. Your designs appear right inside your Create window Media Library so you can drop them into posts or social ads without downloading or switching tabs.

How does Hootsuite support large teams and complex content workflows?

Hootsuite gives large teams one place to plan, create, approve, and publish content. You can brainstorm early ideas in Whiteboard, map everything out in Plan, and keep work moving with roles, permissions, and custom approval workflows that keep everyone aligned.

What social media analytics does Hootsuite track?

Hootsuite covers the metrics that matter across every major social network. You can track engagement, reach, clicks, video views, follower growth, and traffic, all from one dashboard.

You’ll also get post-level data, best-time-to-publish insights, social advertising, and listening metrics so you can see performance and audience conversations side by side. And when it’s time to report, you can build clean, custom dashboards.

Those are all the new Hootsuite product features for October 2025. Whether you’re leveling up early content planning, creating on-brand visuals, or grounding your strategy on more reliable data, we hope these updates help your team work smarter and move faster.