Brandwatch Overview
Brandwatch is a comprehensive digital consumer intelligence platform designed to help businesses understand their consumers, brands, and markets through advanced social media monitoring, analytics, and management tools.
Core Functionality
- Consumer Intelligence: At the heart of Brandwatch is its consumer intelligence capability, which collects and analyzes millions of posts, comments, and conversations from over 100 million unique sites and billions of sources, including official firehose access to Twitter, Tumblr, and Reddit. This data spans historical conversations back to 2010, with 501 million new conversations added daily.
- Social Media Monitoring & Listening: Brandwatch monitors social media channels, the internet, and other online sources to track brand mentions, competitor activity, industry trends, and keyword-specific conversations. This includes features like brand monitoring, keyword tracking, trend analysis, and influencer identification.
Key Features
- Advanced AI and Machine Learning: Brandwatch leverages industry-leading AI, combining large language models with proprietary technology to turn data into human-readable insights instantly. The AI assistant, Iris, and machine learning classifiers help segment data and uncover insights such as sentiment analysis, image analysis, and topic identification.
- Reports & Dashboards: The platform offers highly customizable reports and dashboards, allowing users to export data in various formats. It also includes live reporting and the ability to share insights across the organization via alerts, Excel, PPT, PDF, or the Brandwatch API.
- Social Analytics: Brandwatch provides detailed social analytics, including competitor analysis, follower analysis, post performance tracking, and paid campaign tracking. These features help in understanding engagement metrics and identifying which content resonates best with the target audience.
- Influencer Marketing: With Brandwatch Influence (formerly Paladin), users can explore and analyze a database of over 30 million influencers, manage and measure influencer campaigns, and support all major social media platforms including YouTube, Facebook, Instagram, Twitter, Twitch, and TikTok, as well as Shopify.
- Content Management: The platform allows users to manage all their content from a single calendar, creating, scheduling, and monitoring posts across all networks, channels, and regions. This includes benchmarking performance against competitors.
Additional Tools and Integrations
- Add-on Apps: Brandwatch offers additional apps such as Reviews, which helps in understanding and leveraging customer reviews to boost online sales, and Vizia, which embeds data into the heart of the business, enabling live data sharing across any screen within the organization.
- Integration with Other Tools: Following the merger with Falcon.io in May 2022, Brandwatch integrates social media management tools, allowing users to access former Falcon products under the ‘Social Media Management’ section.
User Experience and Accessibility
- User-Friendly Interface: Brandwatch is known for its easy-to-follow interface and extensive descriptions, making it simple for users to learn and utilize its functions. The onboarding process is also straightforward, guided by the software.
- Scalability: The platform is scalable, offering plans that cater to businesses of all sizes, including an Essentials plan for smaller brands to access Brandwatch’s functions at an affordable cost.