• AI-powered natural language discovery will allow marketers to identify creators through topic-led search, driving more authentic and impactful activations

• Reimagined, customizable brand safety solution that helps brands activate creators that align with their values and audience

• New creator vetting features drastically reduces time spent in discovery so brands can refocus on more strategic, creative tasks

Sprout Social, an industry-leading provider of cloud-based social media management software, unveiled its fully reimagined influencer marketing platform. Sprout Social Influencer Marketing now features a refreshed, intuitive design along with powerful AI-driven natural language discovery and data analysis capabilities. These enhancements reflect the evolving landscape of content consumption, where personalized feeds and topical interests play a central role. With these new features, Sprout’s search is topic-led to match how networks serve content, enabling brands to more quickly identify creators who can foster authentic partnerships, scale awareness, and drive greater revenue.

This launch comes at a pivotal time for marketers. As traditional marketing tactics lose effectiveness, marketing leaders are urgently seeking new ways to expand their reach and impact. Consumers now turn to social media for inspiration and brand discovery, favoring more authentic, relatable connections. This shift has given influencers unprecedented power to shape purchasing decisions, making social media a dominant full-funnel channel. In fact, nearly half of consumers now make daily, weekly, or monthly purchases because of influencer posts. As a result, influencer marketing has rapidly evolved from a trend into a top driver and multiplier of ROI.

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“Influencer marketing is no longer optional—it’s essential for brands to connect with and sell to consumers. Yet, many organizations 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.”

This launch comes after the recent rebrand of Sprout Social Influencer Marketing and incorporates customer-driven updates that tackle their toughest challenges, from surfacing actionable data to finding the right influencers and maintaining brand safety guidelines. These key updates include:

• AI-Powered Natural Language Creator Search: Marketers can now identify creators by topic or the content they’re looking to create, making discovery faster and easier, and enabling brands to forge impactful partnerships that resonate with customers.
• AI-Powered Brand Fit Score: Proprietary metric that provides an instant assessment of how well a creator’s content aligns with a brand’s social presence, helping marketers make smarter, faster decisions about creator activations while supporting relevance and authenticity.
• AI-Powered Creator Suggestions in Lists: Sprout’s proprietary AI Assist automates influencer sourcing by recommending potential partners within Creator Lists, helping users cut time spent in discovery so they can refocus their efforts on strategic priorities.
• Customizable Brand Safety Reporting: Marketers receive a brand safety report on each creator based on their organization’s defined brand safety keywords and parameters. The report analyzes creator content and flags associated topics such as alcohol, adult/NSFW, politics or competitor mentions, helping brands activate creators that align with their values and audience.

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“With the new Brand Safety Reports we can quickly see if a creator mentioned our competitors five years ago. The visual of this definitely helps especially when we get into some profiles who may have a higher volume of sensitive posts. For example, did it all just happen suddenly, or was it a consistent thing for them over time? So I really like this feature a lot,” said Dakota McDaniel, Social Media Strategist at American Honda Motor Company.