Hootsuite, a leading social media management platform based in Canada, is set to acquire Talkwalker, a social media listening platform located in Luxembourg. Following the acquisition, Talkwalker’s Luxembourg offices will serve as Hootsuite’s European HQ.
Driven by the desire to provide their customers with a better understanding of the business impacts of their social media strategies, Hootsuite’s acquisition of Talkwalker aims to bring the company into the vertical of “social media performance”.
“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. “
Formerly active only in “social media management”, Hootsuite will now be able to leverage Talkwalker’s AI-driven social media listening platform to give its customers new added value insights, including increased brand awareness, global listening coverage across 100+ social networks and the ability to work from a single control room, among other things.
“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 the world’s best insights technology, Talkwalker, brought into Hootsuite, leapfrogs the industry into the future of social marketing.”
Irina Novoselsky, CEO of Hootsuite.
European HQ in Luxembourg
While Talkwalker hasn’t yet clarified what will happen to its nine offices worldwide, its HQ in Kirchberg will be turned into Hootsuite’s European HQ, aiming to establish itself as a leader in social media performance.
“I am confident this acquisition marks a significant milestone not just for Talkwalker, but for Luxembourg. Together with Hootsuite, we’ll continue to harness Luxembourg’s dynamic environment, propelling innovation, driving growth, and serving our customers as we shape the future of social media performance,” said Lokdeep Singh, CEO at Talkwalker.
