Social Media Management
Redesigned Channels Experience
What is it?
We've introduced a refreshed channel list and connection flow experience in Social Media Management, with several usability improvements to make channel management easier.
The Channels list now features a cleaner, more modern interface with improved readability, clearer channel statuses, and better organisation of channel management actions. A new dedicated Refresh action also makes it easier to refresh channels when needed.
We've also updated the channel connection experience to align with the new design. While the interface has been modernised, the underlying connection process remains unchanged, so you can continue connecting and managing channels as you do today.
Why it matters:
Manage channels more efficiently with a more intuitive and accessible experience, while benefiting from faster access to key actions and a more streamlined channel management workflow.
Listen
New Data Source: Threads
What is it?
Listen now includes Meta Threads as a data source, allowing you to monitor owned Threads content and brand mentions alongside the rest of your social listening data. Leverage Iris AI to summarize conversations and get to deep insights about your audience and their sentiment faster.
Important to know:
Threads data is collected in real time, with updates typically available within 15 minutes.
Historical availability includes up to 400 days for owned posts and comments and up to 14 days for brand mentions.
To get started, connect your Threads Business account from Listen → Content source settings → Add data sources → Threads.
Why it matters:
Threads has quickly become an important platform for brands and communities. With more than 500M monthly active users and a strong presence among Gen Z and Millennials, it offers valuable insights into conversations around trends, culture, experiences, and niche interests in real time.
This update makes it easier to tap into those conversations, helping you uncover relevant discussions and stay closer to the insights that matter to your business.
Please note:
Currently, each Threads account can only be authenticated once. For SMM-only clients, this means it can be connected to only one SMM organization. For Brandwatch Suite customers, it can be connected to one SMM organization and its linked CI client. Customers with multiple organizations must choose which organization, or linked organization pair, will use the account.
Content Classification by Keywords
What is it?
Engage now supports content classification, helping customer care teams automatically organize, route and manage incoming messages based on keywords.
Admins can set up classifier keywords, use Iris AI to create keywords, or enable pre-built classifiers for categories such as spam, hate speech, toxicity, and profanity. When an incoming message matches a classifier, a classification lozenge will be automatically applied, making it easier to identify, filter, prioritise, and manage different types of messages.
Classified messages can also be used in feed filters and automation rules, helping teams streamline workflows by automatically assigning, routing, or labelling content based on message type.
Why it matters:
Quickly identify and manage the conversations that matter most, while reducing manual effort through more scalable filtering, moderation, and workflow automation.
Learn more
Platform Experience Improvements
What is it?
We've introduced a series of smaller improvements to feeds, making it easier to review, manage, and respond to messages.
The updated experience includes a cleaner layout, improved visual hierarchy, and a more accessible design across conversations, comments, and message actions. You can also now choose and save your preferred message send behaviour, while unread feeds now update immediately when messages are marked as read, eliminating the need for a manual refresh.
Additional improvements include clearer message states and indicators, more consistent navigation, improved media handling for images and videos, saved comment sorting preferences, and enhanced collaboration signals when multiple users are viewing the same conversation.
Why it matters:
Manage interactions with a more accessible and streamlined moderation experience.
Measure
Sidebar and Pinned Dashboards
What is it?
You can now pin your most used dashboards to the new sidebar and easily switch between your most frequently used reports. This way you can keep your most important reports within reach.
Pin and unpin dashboards as your reporting priorities change, creating a more personalised workspace tailored to your workflows.
Why it matters:
Spend less time searching for dashboards and more time analysing performance, with faster access to the reports you use most.
Custom Comparison Periods
What is it?
Measure now supports custom comparison periods, giving you more flexibility in how you analyse performance over time.
You can select a specific date range and compare it against another directly from your dashboard. Choose from predefined options such as Year on year, or define your own comparison period using a start and end date. You can also reset the comparison period at any time to return to the default behaviour.
Why it matters:
Compare performance against the benchmark that matters most, whether that's a previous campaign, the same quarter last year, or another reporting period that better reflects your business goals and reporting cadence.