Product Updates | July 2025

Lakshmi Drake

July 31, 2025 11:57

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

Publish: Content Pool Improvements

What is it?

We’ve rolled out three key updates to help you manage content more effectively and stay compliant with usage rights:

Stock copy counting - Every time a stock is used in the Publish editor it now counts as a copy, giving you full visibility across the “Copies” tab. No more guesswork when it’s time to clean up expired content.
Stock expiration notifications - You’ll now get notified via email and in your notification center 30 days and 1 day before a stock expires. Take timely action and avoid any compliance issues.
Resource file upload to content pool – You can now upload additional file formats to the Content Pool, including: .PSD, .PSB, .TIF, .TIFF, .AI, .PDF, .AEP, .PRPRO, and .INDD. These files are downloadable for regional teams to adapt, keeping collaboration smooth and streamlined.

Why?

All these updates help you manage your content, collaborate across regional teams, and have even clearer visibility of your stock.

Visit our help center article on Creating and Managing Stock Items in the Content Pool to learn more.

Engage: Message Reply API

What is it?

Engage has created a new public API that you can use to reply to messages in third party tools. You can use it in collaboration with the Engage API to get your social messages into an external tool and use the new API to reply to the messages. Additionally, you can also use it together with the Publishing API to post a first comment to your post.

Why?

This means you can consolidate your moderation of social messages with your choice of omnichannel tools and use your custom solutions for replying.

Visit our help center article on Message Reply API in Engage to learn more.

Integrations: Zendesk External Case Management

What is it?

We have launched our Brandwatch Zendesk External Case Management integration! This new feature allows you to seamlessly create cases, link and chat with users from our platform directly in Zendesk.

Why?

This integration ensures smoother workflows by reducing manual case duplication and improves the reaction time for your brand’s customer service agents.

Visit our help center article on Setting Up a Zendesk Ticket Management Connection to learn more.

Influence: AI Influencer Summaries

What is it?

You can now find an AI Summary of an account in the first tab of the influencer Discover report. The AI summary analyzes the influencer's content from the last 6 months up to 100 posts. It provides:

Summary of the influencer’s account
Main Topics: A breakdown of the key themes and subjects the influencer talks about, along with:
Example posts for context
Percentages showing how often each topic appears, so you can see which are most dominant
Tone of Voice: The overall communication style of the influencer (with up to 15 predefined tones).

Why?

Traditionally when evaluating potential influencers for your campaigns, you will often need to sift through large amounts of content to determine if an influencer aligns with their brand. To simplify this process, Influencer AI Summaries offer a quick and insightful overview of what each influencer is about, saving you time and effort during the discovery phase.

Visit our help center article on Creating Influencer Reports in Discover to learn more.

Influence: Earned Media Value in Campaigns

What is it?

Influence Campaigns now include a new metric: Earned Media Value (EMV). EMV estimates the dollar value of the exposure a post generates based on impressions and engagement. This metric is available at the post, influencer, and campaign levels, helping you make informed decisions to improve campaign performance and manage partnerships.

Why?

This feature helps you to better measure the return on investment (ROI) of your campaigns and understand which campaigns, partnerships, and posts are delivering the most value.

Visit our help center article on Data and Metrics in Influencers CRM and Campaigns to learn more.

Influence: Estimated metrics

What is it?

Estimated impressions and reach are now available in Influence Campaigns for Instagram, Facebook, and X for non-authenticated accounts. How?

Using the same model as Social Media Monitoring (SMM), by analyzing authenticated accounts and identifying the relationship between followers, likes, impressions, and reach. This allows us to provide estimated metrics when real data isn’t available.

Why?

With not all influencers authenticating their accounts in influence, private metrics would be unavailable in the platform. Now with estimated metrics, you can now better assess performance even when an influencer’s account isn’t authenticated.

Visit our help center article on Data and Metrics in Influencers CRM and Campaigns to learn more.

Influence: Updated Discover Reports UI

What is it?

The Discover reports UI has been refreshed with a modern look! The data and insights are the same as in the previous UI just displayed differently to show more things at a glance, giving you a better overall view.

We've also added a new audience data point: audience type split (e.g. mass followers, etc.) and you're nnow able to generate reports straight from the lookalikes section.