Sprout Social Unveils Next-Generation Influencer Marketing Platform with AI-Driven Discovery and Brand Alignment Tools

Sprout Social, a leading provider of cloud-based social media management solutions, has announced the launch of its reimagined Influencer Marketing platform, now infused with cutting-edge AI-powered capabilities and a refreshed, user-friendly design. With an emphasis on natural language discovery, data intelligence, and brand safety, the new platform empowers marketers to find the right creators, foster meaningful partnerships, and drive measurable business outcomes in today’s content-first social landscape.

Reflecting the rise of personalized content consumption and niche audience interests, Sprout Social’s upgraded platform enables topic-led search—aligning with how social networks serve content and how consumers engage with it. This advancement helps brands more efficiently discover influencers who align with their values and audience, supporting stronger engagement and higher return on marketing spend.

The platform upgrade arrives at a crucial moment for marketers navigating an increasingly complex digital environment. As traditional advertising methods wane in effectiveness, brands are turning to influencers to fuel growth across the customer journey. Social media has emerged as a critical full-funnel channel, and influencers now hold significant sway over purchasing behavior—with nearly half of consumers making purchases on a daily, weekly, or monthly basis based on influencer content.

“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.”

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The newly enhanced platform builds on Sprout’s recent rebrand of its influencer marketing solution, incorporating direct feedback from customers to better address their most pressing needs—from influencer discovery to campaign effectiveness and brand protection.

Key Features of the Enhanced Sprout Social Influencer Marketing Platform:

• AI-Powered Natural Language Creator Search:
  Marketers can now discover creators by entering specific topics or themes, making it easier to connect with influencers who match brand goals and customer interests.
• AI-Powered Brand Fit Score:
  A proprietary scoring system instantly evaluates how closely a creator’s content aligns with a brand’s tone, values, and social presence—enabling faster, data-driven decision-making.
• AI-Powered Creator Suggestions in Lists:
  Sprout’s AI Assist automatically recommends relevant creators within user-generated lists, significantly reducing time spent on manual sourcing and allowing teams to focus on campaign strategy.
• Customizable Brand Safety Reporting:
  Each influencer is evaluated against brand-defined safety parameters, generating a comprehensive report that flags sensitive topics such as competitor mentions, political affiliations, or NSFW content. This ensures that only values-aligned creators are activated in campaigns.

“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.

Empowering the Next Generation of Influence

Sprout Social’s latest innovation signals a shift toward smarter, scalable, and more authentic influencer marketing. By blending AI-driven insights with intuitive workflows and a flexible interface, the platform equips marketers to lead with confidence—building campaigns that are not only creative, but also aligned with brand values, customer expectations, and measurable business outcomes.