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With years steeped in the nuances of consumer intelligence tech, I understand the gravity of choosing the right software. In this Brandwatch review, I'll dissect this robust social media software with precision, offering you the insight needed to determine if it aligns with your demands. My goal is simple: to arm you with a thorough understanding of its capabilities so you can make a well-informed decision.

Brandwatch software review screenshot showing summary dashboard
This brand new Dashboard replaces the old Default Dashboard* with a cleaner, more intuitive layout that shows off more of Brandwatch’s most popular features.

Brandwatch Software Product Overview

Brandwatch serves as a tool to analyze and interpret social media data for actionable consumer insights. It finds its primary user base among marketers, brand managers, and analysts seeking to gauge public sentiment and trends.

The marketing software offers robust data processing capabilities that enable these professionals to craft data-driven strategies with confidence. It addresses the core need to understand and react to consumer behavior in real-time, pinpointing market opportunities and reputation management issues among social media channels effectively. Standout features include precise sentiment analysis, comprehensive data coverage, and powerful social media analytics dashboards.


  • Sentiment Analysis: Precision in perception; Brandwatch's sentiment analysis stands out for its accuracy in interpreting the tone and context of social conversations.
  • Data Coverage: Depth in data; the software's extensive data coverage ensures users have a vast pool of information for detailed consumer insights.
  • Analytics Dashboards: Clarity in complexity; with its intuitive dashboards, Brandwatch transforms complex data sets into understandable and actionable visuals.


  • Learning Curve: Steep at start; some users may find the initial experience with Brandwatch challenging due to its sophisticated suite of tools.
  • Integration Limits: Compatibility concerns; there are occasional limitations in seamlessly integrating Brandwatch with a few third-party platforms.
  • Response Time: Delays can occur; users have reported that customer support response times can be slower compared to some competitors.

Expert Opinion

Evaluating Brandwatch against its counterparts, I find its feature set comprehensive, with a strong emphasis on deep data analysis and trend tracking. While the pricing structure may not cater to all budgets, the functionality offered does justify the investment for those who rely heavily on social media insights.

The interface strikes a balance between sophistication and user-friendliness, although newcomers might face a steeper learning curve initially. Brandwatch excels in integrations with major social platforms but may fall short when it comes to niche or specialized services.

In my judgment, this digital marketing sotware is particularly well-suited for large businesses and agencies that require extensive data analysis and can dedicate time to mastering the platform. It outperforms in data depth and analytics precision but may underperform in immediate ease of use and some integrations.

Brandwatch Review: The Bottom Line

In comparison to similar software, Brandwatch distinguishes itself with high-fidelity data analysis and the ability to track and interpret complex consumer behavior patterns.

It offers a suite of analytics tools that not only provide surface-level insights but delve into the nuances of public sentiment. Particularly impressive is its sentiment analysis, which often exceeds the accuracy of competitors, and its data coverage is extensive, allowing for granular insights that others may miss.

Its analytics dashboards are noteworthy for translating intricate data into digestible information, making it a unique contender in the market.

Brandwatch Deep Dive

Brandwatch software review screenshot showing charts
Charts segment data by day of the week and hour of the day, allowing you to see when, on average, your audience is most active and discover trends that can inform the timing of content marketing or customer engagement.

Product Specifications

  1. Sentiment Analysis - Yes
  2. Trend Tracking - Yes
  3. Social Listening Tool- Yes
  4. Competitive Analysis - Yes
  5. Influencer Identification - Yes
  6. Image Recognition - Yes
  7. Data Exporting - Yes
  8. Alerting System - Yes
  9. API Access - Yes
  10. Multi-Language Support - Yes
  11. Historical Data Access - Yes
  12. Keyword Searching - Yes
  13. Volume and Share of Voice Metrics - Yes
  14. Demographic Data - Yes
  15. Location-Based Analytics - Yes
  16. Customizable Dashboards - Yes
  17. Campaign Management Tool - Yes
  18. Collaboration Tools - Yes
  19. Automated Reporting - Yes
  20. Crisis Management - Yes
  21. Engagement Metrics - Yes
  22. Third-Party Integrations - Yes
  23. Mobile App - Yes
  24. Real-Time Data - Yes
  25. Customer Profiling - Yes

Brandwatch Feature Overview

  1. Sentiment Analysis: Brandwatch uses advanced natural language processing to deliver nuanced sentiment analysis, setting it apart with its deep contextual understanding.
  2. Trend Tracking: The software identifies emerging trends, giving users a head start in adapting to market changes, making it distinctive in its predictive capabilities.
  3. Competitive Analysis: It provides a comprehensive view of the competitive landscape, enabling users to benchmark their performance in fine detail against competitors.
  4. Influencer Identification: Brandwatch not only pinpoints key influencers but also assesses their relevance and impact, making it easier to identify potential brand ambassadors for influencer marketing campaigns.
  5. Image Recognition: With this, Brandwatch stands out by analyzing visual content across social media to catch brand mentions that text analysis might miss.
  6. Customizable Dashboards: Users can tailor dashboards to their needs, making complex data straightforward to interpret and act upon.
  7. Real-Time Data: Offering up-to-the-minute data allows for agile responses to consumer trends and market shifts.
  8. Crisis Management: Brandwatch’s alert system helps companies to quickly detect and manage potential PR crises more efficiently than many of its rivals.
  9. Engagement Metrics: Detailed metrics enable users to measure the impact of their social media engagement against KPIs.
  10. Customer Profiling: By constructing detailed profiles, Brandwatch allows companies to target their key demographics more accurately.

Standout Functionality

Brandwatch's sentiment analysis outshines many by accurately deciphering not just the sentiment but the intent behind social media mentions. Its image recognition technology is another unique feature, allowing for a broader spectrum of brand mentions capturing.

Lastly, real-time data offers users the ability to react immediately to consumer conversations and industry movements, a crucial differentiator in a fast-paced digital world.


Brandwatch social listening platform integrates out-of-the-box with major platforms such as Google Analytics, Salesforce, and Hootsuite, enhancing workflow efficiency across different tools.

This tool provides an API that allows for additional customization and integration, ensuring users can connect their unique digital ecosystem.

Add-ons through the API extend the platform's capabilities, like incorporating custom data sources or exporting data for bespoke analysis.

Brandwatch Pricing

Pricing upon request.

Ease of Use

I find Brandwatch's user interface packed with features, which can initially overwhelm new users. However, once acquainted, the dashboard's organization and the tool's navigation become powerful assets in daily use. The onboarding process is thorough, yet businesses may need a dedicated team member to manage the learning curve effectively.

Customer Support

Brandwatch maintains a comprehensive support system, with their documentation, webinars, and tutorials being particularly user-friendly. However, the response times can be variable, which is sometimes a source of frustration for users needing immediate assistance, leading to lowered customer experience satisfaction.

Brandwatch Use Case

Who would be a good fit for Brandwatch?

Brandwatch is a great fit for large businesses and agencies that require a deep dive into consumer analytics and are equipped to invest time into mastering a comprehensive tool. Its most loyal customers are often those with the resources to leverage its full suite of features, including robust social listening tools and data analysis capabilities.

Who would be a bad fit for Brandwatch?

Small businesses or solopreneurs may find Brandwatch overwhelming and not cost-effective, especially if their needs do not demand such detailed consumer intelligence or if they lack the capacity to navigate the more complex features.

Brandwatch FAQs

Can Brandwatch monitor multiple social media platforms?

Yes, Brandwatch can monitor a range of social media marketing platforms, including Facebook, Twitter, Instagram, and more. It also monitors hundreds of other video sites, blogs, forums, and news sites from which you can glean data through building queries and creating rules.

Does Brandwatch offer real-time analytics?

Yes, Brandwatch provides real-time analytics to track social mentions, trends, and audience sentiment as they happen. As such, it's a vital tool for any social media marketing plan.

Is there a limit to the number of keywords or topics Brandwatch can track?

Brandwatch offers scalable solutions, but specific limits may depend on the subscription plan.

Can Brandwatch help identify influencers?

Yes, Brandwatch includes tools for identifying and engaging with influencers relevant to your brand or industry.

Does Brandwatch provide reports that can be shared with stakeholders?

Yes, Brandwatch allows you to create customizable reports that can be exported and shared with team members or stakeholders.

How does Brandwatch ensure data privacy?

Brandwatch complies with global data privacy regulations and employs robust security measures to protect data.

Can I integrate Brandwatch with other software?

Yes, Brandwatch offers numerous integrations with other marketing and analytics platforms, as well as an open API for custom integrations.

Is there a mobile app available for Brandwatch?

Yes, Brandwatch provides a mobile app for monitoring your data on the go.

Alternatives to Brandwatch

  • Talkwalker: This tool is often preferred for its AI-powered analytics that can detect anomalies in your data automatically.
  • Meltwater: Users select this for its extensive global media database and press release distribution capabilities.
  • NetBase Quid: Opt for this when needing advanced natural language processing and market research capabilities.

If you're still unsure which alternative to choose, check out other Brandwatch consumer intelligence software alternatives.

Brandwatch Company Overview & History

Brandwatch is a digital consumer intelligence company that provides social media monitoring, social media management, and analytics services. It's utilized by brands, agencies, and organizations worldwide to gain insights into consumer behavior, brand perception, and emerging trends.

Brandwatch is a private company, and as of my last update, it was owned by Cision after a merger. The company is headquartered in Brighton, England. Their offices are filled with notable board members and advisors from a range of technology and marketing backgrounds. Its mission is to bring structure and meaning to the voices of billions of people so you can make decisions that truly fit with consumer and societal needs.

The history of Brandwatch includes significant milestones such as expanding its analytics capabilities, acquiring competitors, and merging with Cision to expand its reach and product offerings further.


In summary, Brandwatch represents a robust suite of digital marketing tools for brands that are serious about leveraging consumer research to drive strategy and engagement. Its comprehensive feature set, advanced analytics, and real-time data tracking make it a formidable option in the market.

Whether you're looking to monitor brand health, engage with influencers, or stay ahead of market trends, Brandwatch provides a wealth of data to refine your social media marketing strategy. I encourage potential users to weigh its capabilities against their specific needs and for current users to share their experiences in the comments.

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Stephanie Hood
By Stephanie Hood

Stephanie Hood is an experienced marketing professional and Editor of The CMO. With nearly a decade spent as Marketing Manager at Discover Holidays and Executive Editor at VIVA Lifestyle & Travel, she built her career leading editorial and marketing teams and strategies that turn six-figure budgets into seven-figure profits. She now enjoys connecting with the world's top executives to learn their secrets to business success, and shares those insights right here with her community of like-minded professionals. Curious what she’s uncovered? Be sure to sign up for The CMO newsletter.