Brand24 review

By Jan Suski. I go deep on every review, checking every number against its source and digging up details other coverage misses, a habit from six years of SEO and link building for tech companies. Bylines at Surfer, Brand24, and Senuto. How the scoring works.

Published 5 August 2026 · Updated 8 September 2026Prefer this source on Google

Social and trends

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Brand24 is a media monitoring platform built in Wrocław, Poland, in the summer of 2011. It still does one job: track brand mentions across the internet and score them for sentiment with artificial intelligence.

The company says its monitoring reaches 25,000,000+ sources, everything from social media sites and news sites to forums and blogs, and has delivered 25 billion mentions to customers to date. That scale sets it apart from most self-serve monitoring tools and brand tracking platforms at this price, keeping Brand24 ahead of the curve in a crowded field.

It's also the whole product. Brand24 doesn't schedule website posts, doesn't run ads, and doesn't replace a company's broader marketing toolkit.

This report on Brand24 covers what a buyer gets for $199 to $1,499 a month: the keyword and mention caps that bind each tier, the sentiment analysis accuracy Brand24 itself has published in context, the 30-day data history that caps every plan equally, and what customers say about the product and its customer service once a free trial or paid search for a monitoring tool ends.

It draws figures only from Brand24's own domain, help.brand24.com, and Wikipedia's sourced company history, and quotes only from verified G2 and Capterra reviewers.

The buyer this fits: a marketing or PR team sizing its first listening subscription, or an agency tracking several client accounts on Pro or Business, each with its own keywords to watch. The 30-day ceiling rules the tool out for anyone whose question reaches back further than a month, a gap Brand24 doesn't disguise; its own help center calls a spade a spade and states it in one sentence.

Brand24 competes directly against Brandwatch, Sprinklr, Awario, Meltwater and Talkwalker, and this review compares all five listening tools against Brand24's published rate card later on. Every one of those tools can track a brand and track a competitor at once across blogs, forums and social feeds; what separates them is depth, price and how far back each one can search, one more example of the trade-offs a buyer weighs before picking one.

Readers new to the category should start with what market intelligence is before the pricing detail below.

↑ FACT SHEETWhat Brand24 does: media monitoring and social listening

At the core, Brand24 is a media monitoring service for online conversations: it pulls online mentions of a brand, a product or a competitor as they happen and routes them into one dashboard.

Brand24 is a social listening tool built around one search: a project tracks a specific keyword, a brand name or a set of named competitors, and every relevant mention from social media platforms, news sites, blogs and forums lands in a single feed, letting a team keep an eye on all of it from one screen.

The mentions feed

Every project opens on this feed: individual mentions from every tracked source, newest first, each one showing the source icon, the author, the follower count and Brand24's sentiment tag. A Social Listening project pulling 87 new mentions in one screenshot carries a Twitter post from @local_gmb praising the platform, tagged positive.

The left sidebar switches between Mentions, Summary, Analysis, Sources, Influencers, Quotes and Comparison without leaving the project, and a second panel filters the same feed by source, sentiment, importance and read status.

The company's features page lists Topic Analysis (mentions grouped by reach, sentiment and share of voice), a Context Search that filters complex queries without a full Boolean string, demographic breakdowns by age, gender, occupation and income, and a Presence Score that estimates how visible a brand is online relative to its own history.

Presence Score

Presence Score turns Brand24's raw mention volume into one number from 0 to 100, benchmarked against a brand's own mention history over time. A Starbucks project pulling this score shows 79, with a note that the figure sits above 89% of the brands Brand24 tracks.

The accompanying chart plots the same score daily across a month. On the Starbucks example it climbs from around 10 in mid-January to a plateau near 80 by early February, then holds flat for the rest of the window, the brand on a roll, a trend a team can screenshot straight into a monthly report.

Additional filters narrow that feed further: country, region, language and custom tags, so a monitoring project doesn't drown in irrelevant noise from tools with broader, blunter search.

Brand24 tracks LinkedIn results as one of nine platforms feeding the same dashboard: LinkedIn, X, Instagram, Facebook, TikTok, YouTube, Reddit and Quora, per the company's own platform list on its social media tracker page. A project built to track LinkedIn results doesn't need a separate export or a second tool bolted on.

Trending hashtags

The Analysis tab ranks the hashtags appearing most often inside a project's mentions, twenty at a time, each with its own mention count. On one tracked social-media-marketing project, #socialmediamarketing leads at 2,342 mentions, ahead of #socialmedia at 2,101 and #marketing at 1,638.

That ranking turns raw keyword noise into a short list of hashtags worth joining, or worth watching a competitor use, without a manual tally.

Reach and Influence scores rank the sources carrying a mention across blogs, forums and social platforms, which is how a team without an analyst finds influencers worth a direct reply without wading through raw volume.

Reach, Influence and top public profiles

The Sources tab lists every public profile that mentioned the tracked keyword, ranked by reach and sorted by an Influencer Score out of 10, turning what would otherwise be a needle in a haystack into a sorted list. On one project, Hootsuite's single tweet carries a reach of 7.46 million and an Influencer Score of 10, ahead of Crowdfire's four tweets at 5.16 million reach.

The Analysis tab condenses the same ranking into two panels side by side: Top public profiles by voice share, and Most active public profiles by mention count. On a brand24-tracked project, @thePhilRivers leads voice share at 25.525%, while the brand's own Twitter and Facebook accounts top the activity panel.

A separate project, screenshotted for a public case study, blurs usernames in the same two-panel view. Reach and voice share still tell the story without naming individual accounts.

A Capterra reviewer, Khasiba A., Director of Operations at an 11 to 50 employee company, wrote in an October 2025 review that Brand24's "ability to track mentions across vast areas" is "exceptionally thorough," a claim the 25 million-source count backs up directly.

↑ FACT SHEETPricing: five tiers and the limit that binds each one

Brand24 publishes five plans on its own pricing website, unlike most monitoring tools in this category, and every figure sits in the open on the page, calling a spade a spade with no demo request needed to see it. Individual runs $199 a month at the annual rate, $249 billed monthly, for 3 keywords, 2,000 mentions a month and a single user. Team is $299 annual, $349 monthly, for 7 keywords, 10,000 mentions and unlimited seats.

Pro moves to $399 annual, $499 monthly, 12 keywords and 40,000 mentions. Business runs $599 annual, $699 monthly, 25 keywords and 100,000 mentions. Enterprise starts "from $1,499" a month, billed annually, with custom keyword and mention counts plus dedicated consulting. Our Brand24 pricing report adds the $99 API add-on cost and checks the Business plan against Brandwatch's Vendr-tracked contracts.

On every plan a project can track more than one brand or one competitor at a time within its keyword slot. Every plan from Team upward carries unlimited users; the gate is keywords and mentions, so a five-person team on Pro pays the same $399 a month a solo founder would, the best of both worlds for a team that's outgrown solo pricing but not the budget.

Brand24 states it will "never charge more than the price of the subscription plan you choose" if usage runs over the cap, handling overages by contacting the account directly about an upgrade. A 30-day money-back guarantee applies, though it excludes custom and negotiated Enterprise deals.

Set against Brandwatch, the comparison is the whole argument. Brand24's Business plan costs $7,188 a year on list, still under the $19,542 low end of the tracked Brandwatch contract range, and the Enterprise floor of $17,988 a year lands at roughly a third of Brandwatch's $50,000 median, proof that Brandwatch can cost an arm and a leg by comparison, per the site's Brand24 vs Brandwatch comparison.

The trade for that price gap shows up in the next two sections, and it's the pattern across most media monitoring tools in this price band: refresh speed and data depth.

See the plans yourself

Compare Brand24's five tiers

Individual starts at $199/mo for 3 keywords, Business runs $599/mo for 25 keywords and 100,000 mentions.

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Sentiment analysis and where it still misses

Brand24's sentiment analysis runs in 108 languages and tags every mention positive, negative or neutral automatically. Per Wikipedia's sourced company history, Brand24 shipped a new proprietary AI model in January 2023 that raised sentiment accuracy from 64% to 84% across more than 100 languages, a 20-point jump the company has not updated since.

That still leaves a basic human error rate the model can't close on its own. Bartłomiej K., a small-business G2 reviewer, wrote in an April 2026 review that "sometimes sentiment analysis isn't fully accurate, especially with contextual mentions."

Marta P., a Senior Advisor at an 11 to 50 employee company, put it more bluntly in an October 2025 Capterra review: "AI summaries have become very quantitative and statistical," flattening nuance the automated tag misses.

Set against that, Karolina M., a Telemarketer at a mid-market company, told G2 in May 2026 that she found "incredible accuracy in real-time monitoring," a split that tracks with an 84% accuracy ceiling: right most of the time, wrong often enough that a team relying on raw sentiment counts for reporting still needs to spot-check the edge cases.

↑ FACT SHEETData history: the 30-day ceiling

Every Brand24 project starts with roughly the last 30 days of mentions and stops there. The help center says it directly: "No older than 30 days, with the exception of special cases."

Brand24 describes its own approach as a "fishing net": wide nets that catch fresh mentions across many sources.

The company acknowledges deeper historical search is technically possible but says building it into every tier would break the pricing that makes the tool affordable in the first place, a case of if it ain't broke, don't fix it for its five published tiers; customers who need an older archive can request a custom build.

That ceiling holds at every price point, including Enterprise, which is the detail buyers researching a historical brand question tend to miss until the trial is already running.

Jennifer B., a Senior Social Media Manager at a 51 to 200 employee company, flagged a related filtering gap in an October 2025 Capterra review: "filters can let irrelevant or incorrect content through," which compounds the history limit since there's no long window to re-run a search once a filter's been fixed.

Brand health, the AI Brand Assistant and reporting

Brand24 rolls its metrics into a single brand health view: mention volume, reach, sentiment split, share of voice against named competitors, and an Advertising Value Equivalent (AVE) estimate.

Inside the Analysis dashboard

The Analysis tab's headline panel totals every metric in that brand health view for the selected window: 47,654 mentions, 22,021 of them social, an estimated social media reach of 14.78 million, and an AVE of $5.13 million on one 30-day pull.

Two toggles sit above the mention list. "The most popular mentions" ranks by estimated reach regardless of source, surfacing a Quora thread or a TikTok clip next to verified accounts. "Mentions from the most popular public profiles" narrows the same window to the highest-Influencer-Score accounts only, the view that surfaced the Hootsuite and CNN posts above.

A Days/Weeks/Months control resamples the whole dashboard at the drop of a hat, without rebuilding the project. Switching a smaller project to Weeks compresses four weeks of Glossier mentions into 3,830 total, with individual TikTok and Twitter posts still listed underneath the stat panel.

Context of a discussion word cloud

Beneath the mention list, Brand24 renders the most frequent words across a project's tracked conversation as a word cloud, sized by frequency. On a social-media-marketing project the largest terms are "work," "coffee," "content" and "digital," a fast read on what a keyword search is surfacing before anyone opens an individual mention.

A "Hide sentiment" toggle recolors the same cloud: green for words that show up mostly in positive mentions, red for negative, gray for neutral. On a Starbucks project, "love," "good" and "thank" run green while "stop," "pay" and "worker" run red, a pattern a team can scan before reading a single post.

Lab24: experimental analytics

Lab24 sits behind a separate sidebar tab as a set of beta tools layered on the same project data: Share of Voice, Emoji Analytics, Emotion Analysis and Topic Modeling. None of the four appear in Brand24's published feature list or pricing page, and access can change or disappear without notice, the usual trade-off of a labeled beta.

Emotion Analysis and Topic Modeling extend the plain positive/negative/neutral sentiment tag into named emotions and auto-grouped subjects, a level of detail the standard Analysis tab doesn't attempt.

The AI Brand Assistant sits on top of that data as a chatbot a user can ask directly, "how did sentiment shift after the launch," skipping the manual work of building a filtered view by hand. A newer LLM Listening module tracks how a brand shows up inside 9 separate AI models, including ChatGPT, Gemini, Claude and Perplexity, extending the monitoring tools past search engines and into chatbot answers, so a team stays up to speed on where AI models mention its brand.

Reporting exports in five formats: PDF, CSV, PPTX, Excel and infographic, plus a Quick Share link a team can send without exporting a file at all.

A Slack integration and a Microsoft Teams integration route new mentions straight into a channel, API access and MCP access carry the same data into a company's own dashboard, and email alerts and email notifications cover the accounts that never open the app at all.

Alexandra L., a Social Media Manager at a mid-market company, told G2 in January 2026 that Brand24's "AI features are very helpful for reporting, making my job quicker and more impactful." Peter N., a small-business reviewer, credited the same reporting layer on G2 in April 2026 for "actionable data" that helps "identify potential influencers effectively."

Set against that praise, one Capterra weakness recurs in the reviews: Mariana P., an Account Manager at a 2 to 10 employee company, wrote in July 2025 that Brand24's "support team based in Europe" left her "never able to schedule training" inside US business hours, a scheduling gap.

Setup, filters and Boolean searches

Setup runs fast, faster than most comparable tools: a reviewer on the vendor's own case study page describes a new monitoring project starting to pull mentions within one to two minutes of entering a keyword, with no technical skills required. Users add required and excluded keywords during that same setup step, tag mentions positive or negative by hand where the automated score is wrong, and can customize the dashboard view once the first mentions arrive.

Boolean searches still work underneath the Context Search shortcut for anyone who wants exact control over a brand monitoring project, using the same AND/OR/NOT logic most social listening tools ship with, and most customers never need to touch the raw syntax at all, hitting the ground running without building queries by hand.

A team can track mentions of its own brand and track a rival brand in the same project, switching between the two views without leaving the dashboard. Filtering is where reviewers split.

Renish N., a Co-Founder and Product Head running a small business, wrote on G2 in March 2026 that the "UI and UX feel cluttered," and that "some mentions are irrelevant, diluting analytics accuracy" without adding separate filters by hand. Sanket P., a Software Engineer, made the same point in a January 2026 G2 review: "irrelevant mentions appear, especially with common keywords needing filtering."

The fix in both cases is the same: add important filters at the keyword level, which costs setup time a smaller team may not budget for on Individual's single-keyword slot. Most monitoring tools in this category push the same trade-off onto new users; Brand24's filter panel is easier to reach than most, but it still starts empty on every new project.

What customers complain about most

Filter fatigue is the thread running through the complaints above: customers on both platforms describe adding filter after filter to keep a keyword search useful once volume climbs, which is the tax most self-serve monitoring tools charge for a low starting price.

Three complaints repeat across G2 and Capterra: sentiment accuracy on sarcastic or context-heavy text, filter noise on common keywords, and customer service responsiveness for teams outside Europe.

Brand24's own numbers confirm all three: an 84% sentiment accuracy ceiling and a 30-day data window, both documented limits built into the product by design.

What reviewers don't report in volume is downtime or billing surprises, which the Section VII.3 outage-extension clause and the no-auto-overage policy both work against directly, proof that actions speak louder than words, and no reviewer in this set reported a limited or delayed report export.

What customers praise most

The recurring praise clusters around three features: a single consolidated dashboard for brand mentions across many sources, an interface reviewers repeatedly call intuitive, and reporting that saves real hours.

The positive reviews below outnumber the critical ones by roughly four to one on both platforms, and the customer service score backs that context up. Katarzyna B., a Marketing Manager at an 11 to 50 employee company, wrote on Capterra in July 2025 that the "platform is intuitive, fast, and delivers valuable insights."

Kuba D., Head of Brand and Marketing at a 2 to 10 employee company, said on Capterra in March 2026 that Brand24 "allows us to catch authentic stories from daily workshops," a use case the reach and demographic filters support directly, and a good example of the platform doing the specific job it was built for.

Bartłomiej G., a Growth Hacking Manager, called it a tool that gives his team "real-time mentions and deeper insights" in a July 2025 Capterra review, echoing the real-time refresh Pro and up ship with by default; that report speed is one reason Brand24 outranks slower monitoring tools in reviewer satisfaction scores, staying ahead of the curve on responsiveness.

↑ FACT SHEETCompany stability: Warsaw Stock Exchange to the Prowly stake

Brand24 has a public trading history, which is unusual for a self-serve monitoring tool at this price, and it gives a buyer more financial context than most competitors publish.

The company debuted on Poland's NewConnect exchange in January 2018 at a valuation above 90 million PLN, then moved to the main Warsaw Stock Exchange market on 11 May 2021.

In September 2019, Facebook blocked Brand24's company accounts and its co-founder's personal profile over a data-collection dispute Business Insider first reported; Brand24 lost 8% of its customers and laid off 12 employees before a March 2020 settlement restored access.

In April 2024, Prowly, a Semrush subsidiary, acquired a controlling stake in Brand24 for 55 million PLN, and the company reported 35.3 million PLN in consolidated revenue that year.

None of that history changes what the product does today, but it answers the "is this a stable company" question a buyer running procurement on a multi-year contract would otherwise have to guess at. A company with a public earnings report each year, straight from the horse's mouth, and 14 years of continuous operation on the open internet carries less vendor-lock-in risk than a private monitoring tool with no disclosed financials at all.

↑ FACT SHEETBrand24 vs the alternatives

Against Brandwatch, the choice among competitors is mostly about scale and budget.

Brandwatch has no published rate card and a tracked contract range from $19,542 to $81,200 a year, per Vendr, against Brand24's fully public $199 to $1,499 monthly tiers; Brandwatch wins when a team needs enterprise-depth analytics and a dedicated account team to track a large brand across many markets, Brand24 wins when the buyer wants to see the number before a sales call.

The full breakdown is in the Brand24 vs Brandwatch comparison.

Sprinklr sits even further up-market, built for unified customer experience management across support, social and advertising; it suits a company that already runs its whole CX stack through one vendor and can absorb a contract that starts at $27,600 a year.

Awario is the closer self-serve match on price, starting at $29 a month annually against Brand24's $199, though at a smaller source count and a more limited reporting layer; it fits a solo marketer or an early-stage team where Brand24's Individual tier is still overkill. Both tools track competitors alongside a brand's own keywords, an example of the self-serve category converging on the same feature set at different prices.

Meltwater and Talkwalker both sit at the media-monitoring end alongside Brand24 but quote pricing only after a sales call, trading Brand24's price transparency for deeper traditional-media, blogs and news-site archives that a 30-day retention window can't match; both track relevant coverage further back than Brand24 can.

A team on the fence between the two categories should decide one thing first: Brandwatch-and-Sprinklr-style enterprise depth, or Brand24-and-Awario-style self-serve speed. Mixing shortlists across that line is where most buyers stall.

A buyer weighing other options in this category, and there are several, should treat Brand24 as the suitable option for price-first shopping and Brandwatch or Sprinklr as the most suitable option once enterprise procurement enters the picture.

Skip the enterprise sales call

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Business runs $599/mo against Brandwatch's $19,542-plus tracked contracts; no credit card needed to start.

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Verdict

Brand24 suits a marketing or PR team running its first paid social listening subscription, among the more transparent monitoring tools on the market, and an agency managing several client accounts, because the pricing is published, the trial is 14 days with no card required, and Pro or Business covers most single-brand or small-portfolio monitoring at $399 to $699 a month.

It also suits a buyer who has already ruled out Brandwatch and Sprinklr on cost and doesn't need enterprise CX tooling bundled in.

It's not for anyone whose work depends on data older than 30 days; the ceiling applies at every tier, Enterprise included, and no add-on removes it inside the standard plans.

It's also a weak fit for a team that needs zero-touch sentiment accuracy for compliance or legal reporting, since G2 and Capterra reviewers both flag misses on sarcasm and context-heavy mentions even after the artificial intelligence model's 84% accuracy upgrade, a limit the reviews above track consistently.

It suits a larger team with caveats. Unlimited seats from Team upward make it usable past a five-person desk, but the keyword cap forces the upgrade, so a team running more than 12 tracked terms will land on Business regardless of headcount, the devil's in the details, one of the clearest examples of Brand24 pricing the product on usage.

Support based in Europe is a real scheduling friction for US-only teams, documented in the Capterra reviews above, and worth budgeting async time for.

4.6 stars on G2, 4.7 on Capterra

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Frequently asked questions

Is Brand24 good for social listening?

G2 reviewers rate it 4.6 from 356 reviews and Capterra reviewers rate it 4.7 from 255, with customer service scoring 4.8. Reviewers praise the consolidated dashboard and reporting speed most often, and flag sentiment misses on sarcastic or context-heavy text and filter noise on common keywords most often.

How much does Brand24 cost?

Five published tiers run $199 to $1,499 a month at the annual rate ($249 to Enterprise custom billed monthly). Individual covers 3 keywords and 2,000 mentions a month; Business covers 25 keywords and 100,000 mentions. Every plan from Team upward carries unlimited seats, so those keyword and mention caps are what force an upgrade.

How far back does Brand24's data go?

30 days, at every tier including Enterprise. The help center states it directly: "No older than 30 days, with the exception of special cases." Brand24 describes its own approach as a wide net that catches fresh mentions within that same 30-day window.

Who owns Brand24?

Prowly, a Semrush subsidiary, acquired a controlling stake in April 2024 for 55 million PLN. Brand24 itself trades on Poland's Warsaw Stock Exchange, having moved there from the NewConnect exchange on 11 May 2021, and reported 35.3 million PLN in consolidated revenue for 2024.

What are the alternatives to Brand24?

Brandwatch and Sprinklr sit at the enterprise end, with Brandwatch's Business plan costing $7,188 a year against Brand24's $199-to-$1,499 monthly range. Awario is the closer self-serve match on price, starting at $29 a month annually. Meltwater and Talkwalker compete on deeper media-monitoring archives but quote pricing only after a sales call.

Does Brand24 use AI for sentiment analysis?

Yes. A proprietary AI model shipped in January 2023 that raised sentiment accuracy from 64% to 84% across more than 100 languages, per Wikipedia's sourced company history. G2 and Capterra reviewers still flag misses on sarcasm and context-heavy mentions at that ceiling, which is par for the course for AI sentiment tools at this price.