Have a look at the latest product updates we released in April 2025.

Advertise

Approvers for Auto-boost Rules

We’re introducing a new approval process that gives you more control over your promoted posts. Now, you can select a user to review and approve each post that matches an auto-boost rule before it goes live. Only users with access to both the Ad Account and the relevant social channel can be designated as approvers.

How it works:

• The selected approver will receive an email notification with a link to Publish.
• In Publish, they can Approve or Reject the promotion, with the option to provide a rejection reason.
• In Advertise, when opening the rule, users can approve or reject all outstanding posts in bulk.

This update ensures a streamlined approval process, giving you greater oversight and control over your auto-boosted content.

Learn the best practices of auto-boosting posts in this blog post, or visit our Help Center for more details.

Measure

Updated Metrics Selector

Measure is excited to announce the release of our new and improved metric selector.

• You can now drag and drop metrics to easily re-order them, as well as colour selection for each metric within a widget.
• The selector is now larger for better visibility.
• Find the right metrics fast using the new search bar.
• Select the metric as a total or average.

The updated metric selector enables a better experience when you need to select metrics and customize your widget. The workflow is not only more intuitive, but it also provides more clarity and a better overview of the metrics you’ll be analyzing. Moreover, the search bar helps you locate the exact metric you’re looking for in seconds, while the reordering of metrics ensures easy customization of your widget.

Instagram Views Metric

Instagram recently announced that they’re merging the Impressions and Plays metrics into a single, unified metric called “Views”. This change is now reflected in Measure. The Views and Impressions metrics will have the same values reflecting the old Impressions value for non-Reels and Plays for Reels before Jan 1, 2025.

Content Engagement Rate (Engagement / Impressions) now uses the Instagram Views metric. This will be reflected at both channel and content levels.

This update allows for metric alignment across Brandwatch and Instagram, for unified metrics across reporting.

Learn more about this change here.

Engage

Team Performance API

We have made a new public API available that you can use to get Team Performance metrics into third party tools. With the Team Performance API, you can access your team’s performance data from Engage, including a breakdown of the performance per user along with a summary of the performance across all users with various filtering options.

This will allow you to use your own reporting tools in conjunction with Engage.

Benchmark

Color Consistency in Widgets 

We’ve released an update in Benchmark to create further consistency in color choice in dashboards, making it easier for you to read and analyze them.

Each brand will have the same color across all widgets in both Brand Overview and Content Analysis dashboards.

If a chart's legend is by network, the widget will use network-specific colors. Other widgets will also use defined colors for their breakdowns (post formats, engagement breakdowns etc.)

With this update reading Benchmark dashboards will become even easier, and even more intuitive.

Influence

Centralized Messages module in Campaigns

The Influence Messages module now works within Campaigns as well.

Campaign Management: Email all influencers in a campaign at once with personalized messages—perfect for sharing updates, new requirements, or asking questions.

Messages App: All campaign messages are visible in the Messages app, giving the whole team access to the full conversation history with each influencer.

This update allows for more visibility of campaign functions, allowing for more streamlined campaign management.

Please visit our Help Center to learn more.

New Email and Partnership Filters

We’ve added new email and partnership filters in Influence.

How it works:

Discover now has a filter to include only influencers whose email address is available. The user can find this filter under the “Email and Other Platforms” section. The Partnerships filter can be found under the “Content” section.

With over 22M Instagram influencers with email available, this will help you to utilize the Messages module more broadly.