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Brandwatch is a subscription-based, social media marketing and monitoring platform that handles a variety of tasks, such as data collection, post scheduling, conversation crawling and more. Companies can leverage it to perform competitor analysis, engage in crisis management, enhance customer experiences, lay out content strategies, effectively build their brand’s reputation online and identify influencers for marketing purposes.

brandwatch

A comprehensive database with millions of daily new posts and more than 1 trillion historical posts dating back to 2008 provide a wealth of information companies can tap into. Capabilities include AI, image analysis, surveys and sharing options to distribute insights to stakeholders.

This software service listens to the major social media networks and monitors over two dozen languages for your keywords, like products, your company name or names of your competitors. It also listens to blogs, news, forums and reviews. It has extensive filters to weed out spam and unnecessary messages, and it can understand slang, which helps identify details or sentiment.

Brandwatch looks beyond the usual demographics to include a poster's profession and stated interests, and it can identify leads or potential buyers. Naturally, it analyzes sentiment – positive, negative or neutral feelings, making it good for monitoring your online reputation or keeping tabs on how you fare against competitors.

You can program the software to search for specific terms. Depending on your plan, it can show you historical data from as far back as 2010. You can also narrow searches. For example, you can narrow tweets to those by male posters who have 5,000 followers and have posted at least 600 times.

Another useful feature this software offers is impact assessment. Brandwatch has developed its own algorithms based on breadth of reach, influence of the author, likes and shares to determine the impact of a particular post. This can tell you which posts deserve more attention.

These filters come in handy because you can set up multiple dashboards for different users and customize their search terms accordingly. The software also supports unlimited users; some services limit the number of users. It does limit how many mentions you can see per month, but the numbers are large.

With Brandwatch's Vizia platform, you can display your social media results across your corporation, but this software does not come with social media engagement tools that let you post responses right from the dashboard. However, it does integrate with Hootsuite and Spredfast so that you can use its data in those applications. The application programming interface lets you integrate Brandwatch data into other business applications as well, meaning it can inform all levels of your business, not just marketing.

Brandwatch's social media monitoring tools can provide you comprehensive yet focused marketing research, giving you deep insights into what is being said about you, your products or your business. Its ability to create multiple dashboards and support unlimited users makes it a good choice for agencies that do monitoring and analysis for multiple clients as well.

Benefits and Insights

Why use Brandwatch?

Key differentiators & advantages of Brandwatch

  • Monitor Social Media: Social media monitoring tools provide insights into how customers are engaging with your product or brand. They also allow the user to adjust strategies to meet customer’s needs. 
  • Search: The product can perform a wide-net search of the web for relevant conversations, reviews, comments, articles and more. 
  • Respond to Trends: Monitoring what clients are saying about your product or brand can allow you to respond and pivot quickly to satisfy stakeholders. 
  • Simple to Use: Brandwatch is built to be simple to use and operate. This puts the power of social media analytics back into the hands of users who may not be technical, but hold a significant stake in an organization. 

Industry Expertise

Brandwatch has customers across the business spectrum. They serve customers in manufacturing, retail, cosmetics and IT. Some major clients of Brandwatch include Walmart, Unilever, Microsoft, Ikea, L’Oréal and more.

Key Features

brandwatch careers

  • Analytics: The product comes with a built-in analytics suite that can analyze social media response and deliver intuitive reports to key stakeholders. 
  • Segmentation: Data can be segmented and organized in order to create useful data stratifications that can help inform decision-making and next-step operations. 
  • Diverse Language Features: Brandwatch can operate in 27 different languages, with more being added in the future 
  • Spam Filtering: The software crawls the web for relevant conversations to your brand, and automatically filters out spam so that it doesn’t pollute data pools. 
  • Dedicated Support: Dedicated support options are available from the company, making troubleshooting easier. 
  • Advanced Querying: Querying features are robust and can be heavily customized within the software, enabling users to search for and monitor specific data points. 

Versions and Pricing

All of this functionality comes with a hefty price tag, however, which puts Brandwatch Analytics firmly in the midsized half of the small-to-midsized business equation as well as larger concerns and and enterprises. Since we originally published our review, Brandwatch Analytics has increased their pricing, which now starts from $1,000 per month for 10,000 mentions. The company wouldn't provide us with exact pricing from there but said costs go up in relation to volume. Pricing can also be set based on queries (the company would not provide exact information on this, either.) You can get in touch with Brandwatch's sales team to get a quote for your business but it's a shame that pricing information isn't more clear.

While this is comparable with our Editors' Choices for enterprises, it's easy to see how costs can add up. For a marketing professional who is just learning the social ropes or for an SMB looking for an all-in-one publishing and analytics app that won't break the bank, there are easier Software-as-a-Service (SaaS) solutions that cost less, such as Sprout Social (99.00 Per User Per Month for the Premium Plan at Sprout Social) . That said, for an enterprise brand that has the right combination of online products or services (and a social media or database guru on staff), Brandwatch Analytics could be well worth the investment.

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Shafiq Armani
I'm Shafiq Armani, an expert in selling group buying tools. With more than 10 years of experience in the digital marketing industry
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