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Brandwatch: Powerful tool for experienced users with only a few minor drawbacks.
April 24, 2018

Brandwatch: Powerful tool for experienced users with only a few minor drawbacks.

Jarad Matula, MBA | TrustRadius Reviewer
Score 7 out of 10
Vetted Review
Verified User

Software Version

Pro,Enterprise/Q,Enterprise/M

Overall Satisfaction with Brandwatch

It is being used by the Media Department currently. It provides insights into both existing clients and the performance of their campaigns. We use it to measure Share of Voice, Brand Sentiment, and for customer insights on a monthly basis. We also use it as part of a "social audit" we perform for new clients to better acquaint our client on the social landscape and where they stand in it.

In addition, we also use it for research for new business development. This enables us to come up with insights into a potential client's business before making a deal, and enables us to know what type of programs would benefit the company the most, based on what's happening in the market.
  • The breadth of the data it captures is impressive, and you are only limited in the tool by your own knowledge of how to use the system. Therefore, if you know how to create smart, tightly structured queries, how to create smart rules to help save manual search and filing, already have a set of keywords to plug in to your query, and know how to use the more advanced chart visualizations beyond the stock ones they provide, you should be in great shape.
  • The range of historical data, as well as the ability to access it in detail is a definite plus that puts them above competitors if you're looking for long-term historical trends.
  • The visuals are basic, but look nice, and the ability to export most of the graphs and charts is very useful when putting together presentations.
  • Depending on your prior knowledge, there could be a steep learning curve. Don't get me wrong, their customer service/account management is fantastic-- they take you through an initial training and are happy to answer any questions you have, but it's hard to articulate what you don't know, just starting out, so there's things I'm only learning how to do after a year of using the tool. I like to think of it as a very power shell/big data source. If you know exactly what data you're looking for and already have the necessary keywords to build a query, you can do great things. If not, it will be an uphill struggle at times.
  • Many of its competitors have "quick search" type functions that are great for new business pitches or other situations where you're starting from square 1, while Brandwatch does not in its basic product and offers it as a separate product for additional fee.
  • While the visualizations are serviceable, they are quite basic don't allow flexibility, so many times I end up exporting the data and creating my own in other tools.
  • Intelligence on identifying sentiment is lacking without your own rules, training it, etc. I spend a fair amount of time re-categorizing mis-filed sentiment on posts.
  • It has allowed us to provide valuable social insight to our clients, as well as big picture data visualization and actionable insights.
  • It has armed our sales/biz development team with additional information about potential clients to demonstrate our knowledge of their business and industry to show we're thinking about their overall place in the market, which includes social.
  • It takes time to use a tool that requires so much manual input compared to some competitors where it's a little easier and more automatic, but any minor negative is far outweighed if it's a choice between not having a social listening tool at all and having this. Businesses should at least have this or something comparable to assess their business.
2 - Both I and my manager use as members of the media department. When we hire short-term contractors for projects, they are also given access if there's a large amount of social analysis to be done that extends beyond my workload. So we use it for analysis as a department, but no one higher up uses it, they rely on us to use it and provide information to them.
If you're using it to monitor your brand's social presence only, or if you're in an agency and using it to monitor existing clients and provide reports to them, then this is a great tool and you're hard-pressed to find something better. But if you're wanting it more for new business and discovery, there are tools that do this much better, including Sysomos and Crimson Hexagon. So it depends on what specifically you're trying to do.

My agency was already using this product when I arrived, so I did not have a choice in the matter, but I've evaluated both of these other tools. Crimson is similar enough that the slight increase in cost doesn't justify switching. Synthesio is the most expensive competitor in the market (no matter what they tell you), but you get what you pay for. If you can afford it, go with Synthesio.

Brandwatch is a great tool for social listening, especially if you already have experience with query building (using Boolean logic, are familiar with Operators, etc.), but sometimes things feel like they're harder than they need to be. Considering it's one of the most expensive products in its category, I would expect more features and functionality right out of the box, and to be far less DIY. And the product keeps adding new features all the time, so I think they're on the right track and only getting better, but still have some gaps.

If you're using it to monitor your brand's social presence only, or if you're in an agency and using it to monitor existing clients and provide reports to them, then this is a great tool and you're hard-pressed to find something better. But if you're wanting it more for new business and discovery, there are tools that do this much better, including Sysomos and Crimson Hexagon.