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

Getting started: basic steps

Follow how AI assistants like ChatGPT and Gemini talk about your brand with Lumen’s LLM Insights

Build, edit, and share Parliament content directly from AI chat tools with Parliament MCP for Content Admins

Connect WhatsApp Business App and Cloud API at the same period with WhatsApp Coexistence

Find your integrated apps in one place with Hootsuite’s fresh Embedded Apps panel.

Compare AI summaries side by side with AI Widget Insights Enhancements in Lumen

Focus Wisdom on a single dashboard widget with Widget Aware answers in Lumen by Talkwalker

Maintain tags organized across teams with Grouped Tagging

Speed up materials signoffs by letting all approval tiers review posts at once in Perch

Apply tag, auto-tag, and campaign filters consistently with Unified Filters for Tags and Campaigns

Tag up to 50 posts at once in Perch’s Planner

See exactly how your team uses Wisdom with latest usage tracking in Lumen

Find relevant reports faster with My Reports

Compare Threads and LinkedIn profile posts in Post Performance

Search 15,000 YouTube accounts in Lumen, with 30,000 coming soon

Monitor any public Threads profile, not just your own

Find and manage contact information faster with Nest’s redesigned Contact panel

Set up an Instagram DM automation right from a Planner post

Send Parliament Welcome and Digest emails in each teammate’s preferred language

Filter, organize, and automatically route X conversations based on search queries in Nest

Send permission requests straight to the right Admin via Ask My Admin

What are the Hootsuite product updates for September 2026?

Hootsuite’s September 2026 product updates include 20 fresh features and improvements, from tracking what AI assistants note 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.

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 display 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 notion 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.

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 materials pipeline with an AI agent, not a dashboard

Posts admins have enough dashboards to deal with. Now, with Parliament MCP for Posts Admins, they can build, 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 materials behind the scenes.

Develop, draft, and edit Parliament posts conversationally, without opening a separate dashboard

Share immediately or calendar 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 posts admins. Your team can manage more of their advocacy materials workflow in one AI conversation, with less period 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 client conversations across multiple tools.

With WhatsApp Coexistence, you can now apply both at the same period. 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.

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 profile

Handle WhatsApp messages from whichever solution makes the most sense for your team

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

Hootsuite: A unified home for embedded apps

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

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 latest setup

Re-authenticate once to keep the experience running smoothly going forward

Takeaway: This is an architecture-level change, not a single capability. 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 period 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.

See AI insights on up to six widgets per page instead of one at a period

Gain 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.)