Every social media manager’s first productivity love, Hootsuite, is looking to increase its wingspan in both social network integration and global domination.

Investing to integrate

Hootsuite management has announced a $50 million in financing deal to fund accelerating growth, new partnerships and increased innovation.

Geographically, they’re looking to build their brand in new areas, including the Asia Pacific region. Functionally, they’re investing in the development of new integrations, keeping up their 2017 momentum.

Chances are, there could be some mergers and acquisitions in the works too: they’ve already got form.

Platforms and possibilities

Hootsuite finally added scheduling and publishing support for Instagram earlier this year. As of now, they cover all the big platforms and a number of smaller ones too: 35 social channels in total.

In practice, Hootsuite is in a bit of a running-just-to-stay-in-place situation.  Competition in their space has increased, and they still rely heavily on social networks APIs and agreements to deliver their service.

Hootsuite’s new development spending could see them grab a greater share of the market. Equally, though, it may be money spent on consolidation, to sure-up its position as a core provider and ever-present social media management option.

If Hootsuite hones their Asia Pacific focus, will Aussie businesses get any tangible benefit?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.