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Brandwatch
Company typeSocial media software
Founded2007
FounderGiles Palmer
Headquarters
Brighton
,
United Kingdom
Number of locations
17
Key people
Cali Tran (Chief executive officer)
Products
  • Consumer Research
  • Vizia
  • Reviews
Brands
  • Consumer Intelligence
  • Social Media Management
ServicesMarket research, consumer research, social media analytics, social media monitoring, social media management.
Number of employees
501-1000 (2024)[1]
ParentCision
Websitehttps://brandwatch.com/

Brandwatch is a social media suite company owned by Cision.[2] Brandwatch sells two different products: Consumer Intelligence and Social Media Management.[3]

Consumer Intelligence is made up of three different products: Consumer Research and add-ons Vizia and Reviews. Consumer Research archives social media data from 100 million online sources to provide companies with the means to conduct market research and analyse their brands' online presence among other use cases.[4]

Social Media Management is made up of eight different products: Publish, Advertise, Measure, Benchmark, Influence, Engage, Audience, and Listen. Much of this is made up of products formerly sold under the Falcon.io suite. Falcon.io was acquired by Cision in January 2019 and merged with Brandwatch in May 2022.[5][6]

History

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In 1999, Runtime Collective Ltd, a web-engineering company, was incorporated by CEO Giles Palmer.[7] In 2005, the company launched Magpie Search and Alert, a search engine for finding documents such as financial statements and patents.[8] In 2007, this was relaunched as Brandwatch, which instead focused on tracking social media mentions and social advertising impact.[9]

Investment

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The company received $6 million in venture capital from Nauta Capital in March 2012.[10] In March 2014, Brandwatch partnered with Gnip, a social media API company, to release a new application that would allow users to access more social data and analytics.[11] By May 2014, Brandwatch had gained $22 million from a new round of funding led by Highland Capital.[10] In September 2015, Brandwatch launched a French website.,[12][13] On 29 October 2015, Brandwatch raised $33 million in Series C funding, led by Partech Investors, to invest further growth in the US.[14] In February 2021, Brandwatch was acquired by Cision.[2]

PeerIndex acquisition

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PeerIndex was a London-based company, founded by Azeem Azhar, providing social media analytics based on footprints from use of major social media services. Part of an emerging group of social media analytics providers,[15] PeerIndex helped social media contributors to assess and score their influence and benefit from the social capital they have built up. PeerIndex tracked approximately 45 million Twitter profiles, making the company one of the leaders in its sector.[16]

Brandwatch acquired PeerIndex in December 2014.[17] With the use of PeerIndex technology, Brandwatch created their Audiences product, which they released in July 2016.[18]

BuzzSumo acquisition

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BuzzSumo is a content marketing research and analysis tool, with its first Pro version released in September 2014.[19] Brandwatch acquired BuzzSumo in October 2017.[20]

Crimson Hexagon merger

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Crimson Hexagon was a social intelligence company that was a competitor of Brandwatch. The two companies merged in October 2018, combining their technology and customer base into a $100m business.[21]

Brandwatch Consumer Research

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Following the Brandwatch-Crimson Hexagon merger, the two companies' technology was combined to create Brandwatch Consumer Research. This product would replace Brandwatch Analytics and Crimson Hexagon's Forsight.[22]

Qriously acquisition

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Qriously is a mobile market research, polling, and survey tool. The tool has been notable in its use of predicting an accurate prediction for the Labour Party (UK)'s vote share in the 2017 United Kingdom general election.[23] Qriously, along with Kantar and Opinium Research, were also praised for their 2019 United Kingdom general election prediction.[24]

Qriously were acquired by Brandwatch in March 2019.[25] It is no longer available for clients.

Cision acquisition

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Brandwatch was acquired in Feb 2021 by Cision for 450M USD.[26]

Falcon.io merge

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Falcon.io was acquired by Cision in January 2019 and merged with Brandwatch in May 2022. Products formerly sold as part of the Falcon.io suite now sit within Brandwatch’s Social Media Management.

Overview

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Brandwatch is a subscription-based service with over 7,500 clients.[27]

Brandwatch has 17 offices across the world, including in New York, London, Brighton, Copenhagen, Berlin, Sofia, Paris, Singapore, and Sydney.[28]

Similar metrics

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References

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  1. ^ "Brandwatch News, Hiring, Layoffs, Competitors, CEO, Fundraising Insights". RivalSense. Retrieved 28 October 2024.
  2. ^ a b "Brandwatch is acquired by Cision for $450M, creating a PR, marketing and social listening giant". TechCrunch. Retrieved 4 July 2022.
  3. ^ "Brandwatch | Digital Consumer Intelligence". Brandwatch. Retrieved 4 July 2022.
  4. ^ Barysevich, Aleh (30 April 2021). "5 Best Tools to Measure Share of Voice on Social Media". Convince & Convert. Retrieved 18 November 2022.
  5. ^ "PR management firm Cision is acquiring Falcon.io to expand into social media marketing". TechCrunch. Retrieved 4 July 2022.
  6. ^ "Every Product, Every Resource, All Our Expertise, on One Site". Brandwatch. Retrieved 4 July 2022.
  7. ^ "RUNTIME COLLECTIVE LIMITED – Overview (free company information from Companies House)". Companies House, Government of the United Kingdom. Retrieved 11 February 2020.
  8. ^ "Making Confident Product Decisions with Giles Palmer, CEO Brandwatch". SaaStock. 9 February 2018. Retrieved 11 February 2020.
  9. ^ "Start-ups find their feet at 'Silicon Beach". Financial Times. Retrieved 11 February 2020.
  10. ^ a b Garett Sloane (22 May 2014). "Brandwatch Raises $22 Million". Adweek. Retrieved 28 June 2014.
  11. ^ Eric Carter (20 March 2014). "Today in APIs: Brandwatch and Gnip Team Up, and 5 New APIs". Retrieved 28 June 2014.
  12. ^ "New: Brandwatch Launches into France". Brandwatch. Retrieved 10 November 2015.
  13. ^ Jeremy Taylor (11 July 2012). "Social Media Monitoring Tips, Tricks, and Challenges: Interview with Giles Palmer, CEO and founder of Brandwatch". Retrieved 28 June 2014.
  14. ^ Butcher, Mike. "Social Intelligence Startup Brandwatch Raises $33M Series C To Grow In US". TechCrunch. Retrieved 29 October 2015.
  15. ^ Stephanie Rosenbloom (26 June 2011). "Got Twitter? You've Been Scored?". The New York Times. Retrieved 1 July 2011.
  16. ^ Mike Butcher (22 June 2011). "PeerIndex hits 45 m profiles". TechCrunch. Retrieved 1 July 2011.
  17. ^ O'Reilly, Lara. "UK-Based Social Media Monitoring Company Brandwatch Has Acquired PeerIndex For A Reported $16 Million". Business Insider. Retrieved 12 February 2020.
  18. ^ Czarnecki, Sean. "Brandwatch rolls out social insights tool, Brandwatch Audiences". prweek.com. Retrieved 12 February 2020.
  19. ^ "Review: BuzzSumo Ups The Ante In Content Analysis". Search Engine Land. 17 September 2014. Retrieved 12 February 2020.
  20. ^ "Social media monitor Brandwatch acquires content marketing platform BuzzSumo". TechCrunch. Retrieved 12 February 2020.
  21. ^ "Social intelligence platforms Brandwatch and Crimson Hexagon to merge". TechCrunch. Retrieved 12 February 2020.
  22. ^ "Brandwatch Unveils a New Product to Enhance Consumer Intelligence for the Market Research Industry". martechadvisor.com. Retrieved 12 February 2020.
  23. ^ Belam, Martin (8 June 2017). "Seen the poll that shows a Labour victory? It's worth checking the methodology". The Guardian. ISSN 0261-3077. Retrieved 12 February 2020.
  24. ^ Wilson, Josh; Gilbert, Dominic (13 December 2019). "Election pollsters vindicated as nine out of 12 correctly call Tory landslide". The Telegraph. ISSN 0307-1235. Retrieved 12 February 2020.
  25. ^ "Brandwatch turns its war chest on acquiring market research startup Qriously". TechCrunch. Retrieved 12 February 2020.
  26. ^ "Back to the Future of PR and Marketing: Cision Acquires Brandwatch".
  27. ^ Times, The Sunday. "Best places for business: Brighton". The Times. ISSN 0140-0460. Retrieved 12 February 2020.
  28. ^ "Brandwatch | Why Brandwatch is the #1 for Social Listening". Brandwatch. Retrieved 29 August 2024.
  29. ^ Hall, Sharon Hurley (14 January 2013). "3 Dashboard Tools That Measure Social Media Engagement". The Daily Egg. Archived from the original on 16 January 2013. Retrieved 5 October 2019.
  30. ^ a b c Hall, Sharon Hurley Hall (4 June 2013). "Don't Like Klout? 12 Other Ways to Track Social Media Influence and Engagement". The Daily Egg. Archived from the original on 21 February 2015. Retrieved 5 October 2019.
  31. ^ a b Hall, Sharon Hurley (14 January 2013). "3 Dashboard Tools That Measure Social Media Engagement". The Daily Egg. Archived from the original on 16 January 2013. Retrieved 5 October 2019.
  32. ^ Perez, Sarah (5 February 2013). "Influitive Acquires Social Inbox Startup Engagio To Aid In 'Advocate Marketing' Opportunities". TechCrunch.
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