From Wikipedia the free encyclopedia

TypeSocial media software
FounderGiles Palmer[1]
Number of locations
  • Consumer Research
  • Audiences
  • Vizia
  • Reviews
ServicesMarket research, consumer research, social media analytics, social media monitoring.
Number of employees

Brandwatch is a digital consumer intelligence company headquartered in Brighton, England.[1] Brandwatch sells six different products: Consumer Research, Audiences, Vizia, Qriously, Reviews and BuzzSumo.[2][3][4] Brandwatch Consumer Research is a "self-serve application" or software as a service, which archives social media data in order to provide companies with information and the means to track specific segments to analyse their brands' online presence.[5]

The tool's coverage includes blogs, news sites, forums, videos, reviews, images, and social networks, including Twitter, Facebook, Instagram, and Reddit. Users can search data by using text and image Search,[6] and use charting, categorisation, sentiment analysis and other features to provide further information and analysis.[7] Brandwatch has access to over 80 million sources.[8]


In 1999, Runtime Collective Ltd, a web-engineering company, was incorporated by CEO Giles Palmer.[9] In 2005, the company launched Magpie Search and Alert, a search engine for finding documents such as financial statements and patents.[10] In 2007, this was relaunched as Brandwatch, which instead focused on tracking social media mentions and social advertising impact.[11]


The company received $6 million in venture capital from Nauta Capital in March 2012.[12] 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.[13] By May 2014, Brandwatch had gained $22 million from a new round of funding led by Highland Capital.[12] In September 2015, Brandwatch launched a French website.,[14][15] On October 29, 2015, Brandwatch raised $33 million in Series C funding, led by Partech Investors, to invest further growth in the US.[16]

PeerIndex acquisition[edit]

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,[17] PeerIndex helped social media contributors 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.[18]

Brandwatch acquired PeerIndex in December 2014.[19] With the use of PeerIndex technology, Brandwatch created their Audiences product, which they released in July 2016.[20]

BuzzSumo acquisition[edit]

BuzzSumo is a content marketing research and analysis tool, with its first Pro version released in September 2014.[21] Brandwatch acquired BuzzSumo in October 2017.[22]

Crimson Hexagon merger[edit]

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.[23]

Qriously acquisition[edit]

Qriously is a mobile market research, polling, and survey tool. The tool has been notable in its use of predicting a highly accurate prediction for the Labour Party (UK)'s vote share in the 2017 United Kingdom general election.[24] Qriously, along with Kantar and Opinium Research, were also praised for their 2019 United Kingdom general election prediction.[25]

Qriously were acquired by Brandwatch in March 2019.[26]

Cision acquisition[edit]

Brandwatch was acquired in Feb 2021 by Cision for 450M USD.[27]

Brandwatch Consumer Research[edit]

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.[28]


Brandwatch is a subscription-based service with over 2,200 clients.[29]

Over the years, the company has opened additional offices outside of the UK in Stuttgart, Berlin, New York, San Francisco, Singapore, Paris, and Sydney.[30][31] With the merger of Brandwatch and Crimson Hexagon, their offices in London and Boston became part of Brandwatch as well.[31]

Similar metrics[edit]


  1. ^ a b Butcher, Mike (March 15, 2012). "Social Monitoring Service Brandwatch Raises $6 Million To Expand In US". TechCrunch. Retrieved 2012-03-15.
  2. ^ "Introducing Brandwatch Reviews". Brandwatch. Retrieved 2020-06-08.
  3. ^ "". Brandwatch.
  4. ^ "Social media monitor Brandwatch acquires content marketing platform BuzzSumo". TechCrunch. Retrieved 2020-02-11.
  5. ^ "25 Top UK Startups". Mashable. 27 June 2013. Retrieved 28 June 2014.
  6. ^ "Image Insights: World Leading Logo Detection". Brandwatch. Retrieved 2018-02-24.
  7. ^ Hofer-Shall, Zach. "The Enterprise Listening Platform Landscape". Forrester Research. Retrieved 2012-05-17.
  8. ^ Ingrid Lunden (22 May 2014). "Brandwatch Raises $22M To Boost Its Social Media Monitoring Platform". TechCrunch. Retrieved 28 June 2014.
  9. ^ "RUNTIME COLLECTIVE LIMITED - Overview (free company information from Companies House)". Retrieved 2020-02-11.
  10. ^ "Making Confident Product Decisions with Giles Palmer, CEO Brandwatch". SaaStock. 2018-02-09. Retrieved 2020-02-11.
  11. ^ "Subscribe to read | Financial Times". Retrieved 2020-02-11. Cite uses generic title (help)
  12. ^ a b Garett Sloane (22 May 2014). "Brandwatch Raises $22 Million". AdWeek. Retrieved 28 June 2014.
  13. ^ Eric Carter (20 March 2014). "Today in APIs: Brandwatch and Gnip Team Up, and 5 New APIs". Retrieved 28 June 2014.
  14. ^ "New: Brandwatch Launches into France". Brandwatch. Retrieved 2015-11-10.
  15. ^ 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.
  16. ^ Butcher, Mike. "Social Intelligence Startup Brandwatch Raises $33M Series C To Grow In US". TechCrunch. Retrieved 2015-10-29.
  17. ^ Stephanie Rosenbloom (June 26, 2011). "Got Twitter? You've Been Scored?". New York Times. Retrieved 1 July 2011.
  18. ^ Mike Butcher (June 22, 2011). "PeerIndex hits 45m profiles". TechCrunch. Retrieved 1 July 2011.
  19. ^ O'Reilly, Lara. "UK-Based Social Media Monitoring Company Brandwatch Has Acquired PeerIndex For A Reported $16 Million". Business Insider. Retrieved 2020-02-12.
  20. ^ Czarnecki, Sean. "Brandwatch rolls out social insights tool, Brandwatch Audiences". Retrieved 2020-02-12.
  21. ^ "Review: BuzzSumo Ups The Ante In Content Analysis". Search Engine Land. 2014-09-17. Retrieved 2020-02-12.
  22. ^ "Social media monitor Brandwatch acquires content marketing platform BuzzSumo". TechCrunch. Retrieved 2020-02-12.
  23. ^ "Social intelligence platforms Brandwatch and Crimson Hexagon to merge". TechCrunch. Retrieved 2020-02-12.
  24. ^ Belam, Martin (2017-06-08). "Seen the poll that shows a Labour victory? It's worth checking the methodology". The Guardian. ISSN 0261-3077. Retrieved 2020-02-12.
  25. ^ Wilson, Josh; Gilbert, Dominic (2019-12-13). "Election pollsters vindicated as nine out of 12 correctly call Tory landslide". The Telegraph. ISSN 0307-1235. Retrieved 2020-02-12.
  26. ^ "Brandwatch turns its war chest on acquiring market research startup Qriously". TechCrunch. Retrieved 2020-02-12.
  27. ^ "Back to the Future of PR and Marketing: Cision Acquires Brandwatch".
  28. ^ "Brandwatch Unveils a New Product to Enhance Consumer Intelligence for the Market Research Industry". Retrieved 2020-02-12.
  29. ^ Times, The Sunday. "Best places for business: Brighton". The Times. ISSN 0140-0460. Retrieved 2020-02-12.
  30. ^ "Brandwatch: World-leading social listening". Brandwatch. Retrieved 2018-02-24.
  31. ^ a b "2018: Brandwatch's Year in Review". Brandwatch. Retrieved 2018-12-23.
  32. ^ Hall, Sharon Hurley (January 14, 2013). "3 Dashboard Tools That Measure Social Media Engagement". The Daily Egg.
  33. ^ a b c Hall, Sharon Hurley Hall (June 4, 2013). "Don't Like Klout? 12 Other Ways to Track Social Media Influence and Engagement". The Daily Egg.
  34. ^ a b Hall, Sharon Hurley (January 14, 2013). "3 Dashboard Tools That Measure Social Media Engagement". The Daily Egg.
  35. ^ Perez, Sarah (February 5, 2013). "Influitive Acquires Social Inbox Startup Engagio To Aid In 'Advocate Marketing' Opportunities". TechCrunch.

External links[edit]