Brandwatch

What Brandwatch does

Brandwatch is a suite for understanding consumer conversations and managing social activity. Its Consumer Intelligence products help researchers investigate what people discuss about brands, products and markets. Social Media Management covers the operational side: planning content, approving posts, engaging with customers and measuring channel performance.

The suite is relevant to consumer insights teams, marketing departments, communications teams and agencies handling multiple accounts. A research team may need conversation analysis without running a publishing calendar, while a social team may prioritize engagement and approvals. Establish which product covers the actual job before evaluating the entire suite.

Consumer research with Iris AI

The Consumer Intelligence workflow begins by finding relevant posts and conversations, then segmenting them into useful groups such as feedback or complaints. Analysis includes sentiment, topics and trends, with image analysis for visual elements such as logos. Teams can also upload their own data and share findings through reports, exports and stakeholder alerts.

Iris AI adds conversational exploration and analysis. Ask Iris can search data and produce charts or summaries from a question. A query writer helps construct Boolean searches, while other AI features summarize conversation themes or investigate changes in activity. These tools help an analyst narrow the investigation; the query and underlying examples still determine what the report represents.

Publishing and customer engagement

The social management product provides a shared calendar, approval roles and an asset library. A team can organize organic and paid content across campaigns, decide who approves a post and keep the relevant creative materials together. Iris writing assistance supports drafts for posts, ads and customer replies.

A cross-channel inbox brings customer interactions into a team workflow. Automated rules and audience interaction history help organize responses, while dashboards and competitor benchmarks support reporting. These operational functions are useful when several people need to coordinate content and customer conversations across accounts or regions.

An example research-to-content workflow

A consumer brand investigating packaging complaints could define searches for its product names, exclude unrelated uses of the brand name and segment relevant conversations. An analyst could ask Iris to summarize recurring themes, inspect the supporting posts and compare the discussion with an earlier period. The findings could become a brief for an explanatory social campaign.

The social team could then draft posts, place them in the calendar and send them through an approval flow. After publication, it could assign incoming questions in the inbox and report on engagement. Reviewing source conversations before changing messaging helps avoid treating an AI summary as complete consumer evidence.

Limitations, pricing and access

Research coverage, historical data and publishing permissions depend on the sources, networks and products involved. An observed conversation sample does not represent every customer, and automated sentiment can miss context. Confirm the sources and languages important to your market during evaluation.

Brandwatch directs prospective customers to meetings and demos. Request pricing for the specific research or social management configuration, including seats, data access, integrations and any add-on products. The public suite overview should not be interpreted as one subscription including every capability.