Sprout Social has launched a revamped version of its influencer marketing platform to redefine how brands discover, evaluate, and collaborate with influencers in a digital age driven by relevance, personalisation, and trust.
“Influencer marketing is no longer optional—it’s essential for brands to connect with and sell to consumers. Yet, many organisations still struggle to create cohesive, data-driven campaigns and find the right creators who truly align with their brand and messaging,” said Erika Trautman, chief product officer at Sprout Social. “That’s why we’ve made strategic updates to our platform that are designed not just to solve our customers’ biggest challenges, but to empower them to lead the next era of marketing and drive transformative growth across their organizations.”
At the heart of the new platform is an AI-driven search engine that mimics how today’s social networks deliver content: by interest, not by identity. This means marketers can search for influencers based on topics they want to highlight, tapping into creators who genuinely align with the brand’s message and the audience’s passions.
Whether a brand promotes wellness, gaming, or eco-friendly products, the platform enables smarter, faster discovery and partnership-building.
From optional to essential
As consumer behaviour shifts away from traditional marketing and toward trust-based digital communities, influencer marketing has moved from optional to essential. With almost half of consumers making regular purchases based on influencer posts, brands must find ways to stay relevant, credible, and engaging across social platforms. Sprout Social’s updated tools offer a timely solution, transforming influencer marketing into a core strategy for visibility and revenue growth.
New additions
Among the standout features is an AI-powered Brand Fit Score, a proprietary tool that evaluates how closely a creator’s content instantly aligns with a brand’s values and tone. This score helps marketers prioritise creators who match their identity, increasing campaign effectiveness while minimising risk.
Sprout has also introduced AI-generated creator suggestions within lists, streamlining the time-consuming process of influencer sourcing. The system recommends potential partners automatically, allowing teams to focus more on creative direction and strategy rather than tedious research.
The platform also includes customisable brand safety reporting to ensure the alignment of partnerships with brand integrity. Marketers can define specific keywords or themes—such as alcohol, politics, or competitors—and receive detailed reports that flag content risks in advance, promoting informed, confident decision-making.
This relaunch follows a recent Sprout Social Influencer Marketing rebrand and reflects direct input from customers navigating a rapidly evolving digital landscape. The result: a platform designed to manage influencers and supercharge social media as a full-funnel growth engine.