Brandwatch Review | Pricing and Features (2023)

At that point, the two companies came together under one name, “Brandwatch,” giving us two great tastes to savor together. Just to be clear, the two companies also became part of Cision's Communications Cloud platform, but we won't get into that here.

But Brandwatch is so much more. Integrating these two products to create a single, all-in-one platform for social media marketing research and execution could have been the end of the story, with two complementary products complementing each other. But in 2022, if you're a Cision and/or Brandwatch user and you want to manage your influencers along with all your social media (an idea that makes a lot of sense), you'll be excited about the acquisition of Paladin, an end-to-end influencer marketing platform. It's a natural fit and the best acquisition in the world.

The good news here is that branding is the most urgent problem to solve: as you'll read in this review, the software itself (both the individual pieces and the suite as a whole) is great, they just don't know what to call it.

price

Brandwatch offers three different pricing plans tailored to the specific needs of different user groups, including researchers and analysts, social media managers, influencer marketers, etc. However, the information provided does not provide specific pricing details, indicating that pricing is custom and may vary based on individual requirements.

Brandwatch: Consumer Intelligence $Custom/month

• Targeted at researchers and analysts, the Consumer Intelligence plan unlocks valuable insights from vast volumes of online conversations. It provides access to the world's largest archive of consumer opinions, allowing users to search for market insights. This plan also provides the ability to segment audiences and conversations with customizable dashboards, analyze data using advanced AI capabilities, and deliver flexible, automated reports and alerts across the enterprise.

Brandwatch: Social Media Management $Custom/month

• Designed for social media managers and content marketers, the Social Media Management plan offers an all-in-one solution for effectively managing your social media channels. It provides a centralized platform to manage and collaborate on social media content creation, including organic and paid posts. This plan includes features such as an integrated social calendar, a centralized social CRM for engaging with your community, brand monitoring with leading social listening tools, and the ability to benchmark your performance against your competitors.

Brandwatch: Influencer Marketing $Custom/month

• Tailored for influencer marketers and agencies, our Influencer Marketing Plan streamlines the influencer marketing process, providing comprehensive tools to find the best influencers for brand collaborations, manage influencer relationships, and measure campaign performance. Users can save time by centralizing data, search a vast influencer database, and run and report on multi-channel campaigns.

By the way, all clients are entitled to a free trial of Influence available through the platform.

detail

Social media management can mean a lot of different things in terms of features, and Brandwatch covers almost all of them. Scheduling and publishing posts, engaging with your audience, and measuring the impact of your efforts are basic features you'd expect from such software, so it's no surprise to see them here. Plus, you can also analyze your audience data in depth, collaborate with team members, manage paid ads, use social listening tools, and more.

Scheduling posts is done through a unified calendar. This is a single calendar that you use to plan your posting efforts across all your social channels, including TikTok. While having such a calendar is pretty standard in software like this, Brandwatch’s approach is unique in that it’s much more visual than competitors’ products. The monthly view of the calendar shows the social channel logos with a number next to each day. This makes it easy to keep track of how many posts are scheduled and where they’ll be posted. The weekly view goes even further, showing thumbnails and captions of the actual image or video of the post. Because Brandwatch posts on your behalf, it also functions as a content library, and the calendar shows you when that library will be published in chronological order. Clicking on any piece of content will expand it for easier viewing, including the video.

Auto-publishing works across all channels that Brandwatch supports, including TikTok and Instagram. Both of these are noteworthy, as TikTok is, of course, a social media channel that has become as viral as the content it distributes. Meanwhile, Instagram, while incredibly popular, is also notoriously difficult to integrate with other social media management platforms. This is because Instagram is more curated in terms of integrations than other social channels. The fact that Brandwatch can directly upload and post on your behalf is a big deal in itself; now it can do the same for Carousels and Reels is even bigger.

The Content Pool is another way to access a vast repository of social content. When you upload it to the calendar, the content itself is added to the pool. When you view an individual piece of content, you also get important information like which channel it is being sent to, when it is being posted or was posted, and keeps an audit trail of who approved it for publication. Images and videos can also be labeled and categorized, making it convenient for future reuse.

Conclusion

Brandwatch is definitely in a transitional period, but it's not a time of uncertainty. There's too much great software at the center of these changes to say we should wait and see how this all shakes out. There are too many product names and the gaps between the products are a bit too wide. But that doesn't seem to affect the interface or ease of use. This platform is a winner on all fronts. Each product would stand tall on its own. Don't let a little confusion about brands deter you from trying Brandwatch.