Observed Signal · Sep 1, 2026 · Market Signal · Source: Metricool · Impact: 4/5
Metricool Launches “Flows”: Turning Social Media Into a Sales Channel
Metricool has launched a new product called Flows, which turns social media interactions into customers. The company also released its 2026 State of AI in Social Media Study, revealing AI's expanding role in marketing strategies.
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Metricool Launches Flows: DM Automation Tool That Turns Comments into Customers
Metricool introduces Flows, a new DM automation tool that turns interactions on your content into customers. The feature is now available and highlighted on the company's blog and product menu.
Metricool 2026: AI Widely Used in Social Media, Rarely Measured
Metricool’s “State of AI in Social Media 2026” survey of more than 700 global social media professionals finds widespread AI adoption but limited measurement of its impact. 95% of respondents use AI for social-media work (75% daily). Common uses include text/captions (86%) and ideation (84%), while strategic and analytical uses rose markedly year-over-year. However, only 6% measure content quality and 4% measure individual post performance. Organizational safeguards are scarce: 12% report a clear AI policy at work and only 10% always disclose AI use. Metricool highlights that AI is no longer a differentiator; strategic application and human judgement remain critical.
Metricool study: Social media roles under strain
Metricool's 2026 research analysed more than 39 million posts from over one million accounts across 10 platforms and shows mixed platform performance and growing stress on practitioners. TikTok saw significant declines in views, reach and interactions year-over-year, while Instagram showed increased publishing and higher views and engagement. LinkedIn metrics shifted toward fewer visible reactions but higher overall engagement, with personal brands outperforming company pages. Separate Metricool reports show 96% of social media professionals use AI tools (72.5% daily) but many doubt AI content quality or fail to track AI performance. A wellbeing survey of ~1,000 professionals found 73% work outside contracted hours and nearly half report burnout. Metricool’s Anniston Ward will present these findings at DMWF North America on September 9.
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