SOCi, Inc. vs Sprout Social

SOCi September '26 Release Notes

SOCi has published its September 2026 release notes, detailing the latest product updates and enhancements. The blog also lists recent release notes for Summer, August, July, and June 2026, along with a G2 ranking announcement.

Growing Restaurant Chains Outperform in Local Search and AI Visibility

SOCi's analysis of the Local Visibility Index (LVI) reveals that expanding restaurant chains significantly outperform contracting ones in digital local visibility. Growing brands averaged an LVI score of 61.4 versus 46.6 for shrinking chains, with the largest gap in AI recommendations: expanding chains are cited by ChatGPT in about 20% of queries versus roughly 3% for contracting ones. They also lead in Google 3-Pack appearances (35.3% vs. 14.4%), Yelp top rankings, review response rates, and local social engagement (3.45% vs. 0.13%). The study suggests these digital fundamentals correlate with real estate expansion decisions and serve as early signals for marketers. The article highlights the importance of data accuracy, systematic review responses, localized content, and tracking AI visibility as key levers for multi-location brands.

• Growing restaurant chains average an LVI score of 61.4, while shrinking chains average 46.6.
• Expanding chains are recommended by ChatGPT in about 20% of tested queries, compared to 3% for contracting chains.
• Expanding chains appear in Google's 3-Pack for 35.3% of tracked searches, versus 14.4% for contracting chains.

SOCi Summer '26 Release Notes

SOCi has published its Summer '26 Release Notes, detailing the latest product updates and enhancements.

B2B brands boost creator video to counter AI slop and enhance AI search

B2B brands are increasingly using creator video to differentiate themselves from AI-generated marketing content and to build credibility with buyers who rely on AI recommendations. According to creator marketing platform Billo, B2B creator video usage surged 55% year-over-year and nearly quadrupled since 2023. IAB research indicates that credible creator reviews boost consumer confidence in AI recommendations for 65% of consumers. Expertise and track record matter more than audience size; consumers prioritize proven track records (46%), consistency (40%), and demonstrated expertise (36%) over follower count (21%). Creator content is most valuable during the research phase, helping buyers discover, compare, and evaluate products. B2B marketers are advised to focus on trials, signups, and pipeline rather than just views and clicks, as B2B buying cycles are longer and involve multiple stakeholders.

• B2B creator video usage increased by 55% year-over-year and nearly quadrupled since 2023, per Billo.
• IAB found that credible creator reviews increase consumer confidence in AI recommendations for 65% of consumers.
• Consumers rate a proven track record (46%) and consistency (40%) as top trust factors for creators, compared to audience size (21%).

Creator Economy Trends for Q4 2026

As the creator economy approaches a projected half-trillion dollars by 2027, the article outlines the key trends and shifts creators and brands should expect entering Q4 2026. Notable developments include creators increasingly taking on Hollywood roles, with Disney hosting its first creator event. The trend of creators joining corporate C-suites is becoming more substantive, as seen with Blenders and Jordan Howlett. Employee creator programs are growing, with Sprout Social reporting 40% of consumers discovering products via employee content. YouTube's upcoming monetization threshold increase in February 2027 is prompting creators to diversify revenue streams. The article provides an 'In and Out' list covering topics like regulation, AI's role, creator marketplaces, contract transparency, and the rise of creator agencies versus traditional ones.

• Creator economy expected to reach half a trillion dollars by 2027.
• Disney hosting its first two-day creator event in mid-September 2026.
• 40% of consumers discover new products monthly via employee content, per Sprout Social report.

Marketers Misuse Influencer Marketing: Awareness vs. Sales

New research from Sprout Social and the Journal of Business Research reveals a critical disconnect: consumers increasingly buy based on influencer recommendations, but most marketers still treat influencer campaigns as an awareness channel. Two-thirds of consumers made an influencer-driven purchase in the past year, yet only 24% of marketers cite direct sales as a primary goal. Algorithmic feeds are reducing the importance of follower counts, and lower-funnel strategies that give creators creative freedom prove more effective for driving sales. Marketers are increasing budgets without aligning metrics to desired outcomes, risking inefficient spending.

• Two-thirds of consumers made at least one purchase based on an influencer recommendation in the past year.
• Half of marketers say brand awareness is a primary reason for using influencer marketing, vs. 24% citing direct sales.
• More than 75% of marketers increased their influencer marketing budgets year-over-year.