Brandwatch vs Whatagraph
Brandwatch
- Platform: Social media and consumer intelligence
- Best For: Enterprise social listening and management
- Strength: 1.4+ trillion historical posts with AI insights
- Users: Enterprise brands and agencies
Starting at Custom
Whatagraph
- Platform: Marketing channels across 50+ integrations
- Best For: Agency and team reporting and analytics
- Strength: AI-powered reports and unlimited users
- Users: Agencies and in-house marketing teams
Starting at 199€/month
Table of Contents
At a Glance
Social Listening & Intelligence
| Feature | Brandwatch | Whatagraph |
|---|---|---|
| Historical data archive | ✓ 1.4+ trillion posts with 496M new daily | ✗ Focuses on current marketing data, no social archive |
| AI-powered search and insights | ✓ Iris AI for narrative insights and search | ✓ Whatagraph IQ for report summaries and Q&A |
| Image and sentiment analysis | ✓ Neural networks and deep learning for images | ✗ No image analysis; focuses on metrics |
| Custom classifiers and machine learning | ✓ Categorize data with ML | ✗ Custom metrics but no ML classifiers |
| Brand monitoring and alerts | ✓ Real-time monitoring and crisis alerts | ✓ KPIs goals and alerts for performance |
Social Media Management
| Feature | Brandwatch | Whatagraph |
|---|---|---|
| Content calendar and scheduling | ✓ Collaborative calendar for organic/paid posts | ✗ No scheduling; reporting only |
| Unified social inbox | ✓ Centralized for community management | ✗ No inbox; data aggregation instead |
| Cross-platform publishing | ✓ Integrations with major social networks | ✗ Integrates data but no publishing |
| Influencer discovery and management | ✓ 30M+ creator database with campaigns | ✗ No influencer tools |
Analytics & Reporting
| Feature | Brandwatch | Whatagraph |
|---|---|---|
| Customizable dashboards | ✓ Fully customizable with segmentation | ✓ Pre-made themes and custom visualizations |
| Automated report generation | ✓ Dashboards and alerts with PDF exports | ✓ AI-powered instant reports with email delivery |
| Cross-channel data blending | ✓ Social and media intelligence blending | ✓ Source groups and blends for marketing channels |
| White-label reporting | ✗ Enterprise reporting but not white-label focused | ✓ Custom domains and branding for agencies |
| AI insights and summaries | ✓ Iris AI for narratives | ✓ Whatagraph IQ for chat-based insights |
Integrations & Scalability
| Feature | Brandwatch | Whatagraph |
|---|---|---|
| Social network integrations | ✓ Major social and enterprise tools | ✓ 50+ marketing platforms (Google, Facebook, etc.) |
| API and custom integrations | ✓ Full APIs for enterprise | ✓ Public API on Max plan |
| Unlimited users | ✗ Enterprise licensing, user limits custom | ✓ Unlimited users on all plans |
| Enterprise security (SSO, governance) | ✓ Global governance and compliance | ✓ SSO/SAML on Max plan |
| Data transformation and custom metrics | ✓ Custom classifiers and first-party data | ✓ Pre-made and custom transformations |
Pricing Comparison
Brandwatch uses custom enterprise pricing with no public tiers, requiring sales contact, while Whatagraph offers transparent plans starting at 199€/month with a free tier. Brandwatch suits large-scale needs but lacks transparency, whereas Whatagraph provides scalable value for agencies.
Brandwatch
Consumer Intelligence (Brandwatch Consumer Research)
Custom
Teams needing deep social data analysis
- Access to the world’s largest archive of consumer opinions
- AI-powered search and Iris AI assistant
- Image analysis and custom classifiers
- Customizable dashboards, alerts, and reporting
- Support for first-party data uploads and integration
Social Media Management
Custom
Enterprise social teams
- All-in-one social media management platform
- Collaborative content calendar for organic and paid posts
- Unified social inbox and social CRM
- Brand monitoring and benchmarking dashboards
Influencer Marketing (Influence)
Custom
Brands running influencer campaigns
- Influencer discovery across 30M+ creators
- Relationship and workflow management
- Multichannel campaign tracking and reporting
Media Intelligence & Insights
Custom
PR and crisis teams
- Access to expert analysts and consultants
- Custom research projects and strategic reporting
- Support for crisis monitoring and stakeholder management
Whatagraph
Free
Free
Small teams testing reporting
- Basic reporting with limited source credits
- Access to Whatagraph IQ core capabilities
- Essential integrations for key marketing platforms
- Unlimited users and unlimited reports
- Live chat support
Start
199€/month
Growing teams needing more data sources
- All features from Free plan
- Increased number of source credits for connected accounts
- Essential and some Advanced integrations
- Pre-made transformations for common use cases
- Pre-made report themes and automated email reports
- Unlimited users and unlimited reports
Boost
499€/month
Agencies managing multiple clients
- All features from Start plan
- More source credits for growing teams and agencies
- Advanced integrations and transformations
- Custom metrics, dimensions, and source tags
- Custom aggregations, source groups, and blends
- Enhanced branding and white-label options
- Performance monitoring across countries, brands, and segments
- Goals and alerts for key KPIs
- Dedicated Customer Success Manager with tailored onboarding
Max
Custom
Large enterprises with complex data needs
- All features from Boost plan
- Highest tier of source credits for large organizations
- Premium integrations and advanced data destinations
- Whatagraph IQ+ with custom prompts and advanced dimension creation
- Transfer to BigQuery and Looker Studio at scale
- Single Sign-On (SSO/SAML) and public API access
- Priority support with tailored onboarding and success planning
- Enterprise-grade governance and security options
Feature Deep Dive
Social Listening & Consumer Intelligence
Brandwatch
Strengths
- Massive archive of 1.4+ trillion posts for historical analysis
- Iris AI assistant for narrative insights and advanced search
- Image analysis using neural networks and deep learning
- Custom ML classifiers to categorize and segment data
- Real-time alerts and crisis monitoring with expert support
Workflow
Set up queries and classifiers → Monitor real-time data → Analyze with Iris AI → Generate insights and reports
Whatagraph
Strengths
- Aggregates marketing data from 50+ sources for performance tracking
- Whatagraph IQ for AI summaries of channel performance
- Custom metrics and blends for cross-channel views
- No native social listening; relies on integrations
Workflow
Connect data sources → Transform and blend data → Generate AI reports → Set alerts on KPIs
Limitations
- Lacks deep social conversation analysis
- Focuses on quantitative metrics over qualitative insights
Brandwatch dominates in social listening with unparalleled data depth and AI for consumer narratives, ideal for intelligence. Whatagraph is better for visualizing integrated marketing performance but doesn't offer true listening capabilities.
Reporting & Analytics
Brandwatch
Strengths
- Fully customizable dashboards with segmentation and alerts
- Integrated reporting across listening, management, and influencers
- AI-powered insights and expert analyst support
- Benchmarking and trend analysis from massive datasets
Limitations
- Complex setup for custom reports
- Less emphasis on automated, client-ready visuals
Whatagraph
Strengths
- AI-powered instant report creation with themes and styles
- Unlimited reports and users with automated email delivery
- White-label customization for agencies
- Performance overviews with goals, alerts, and chat-based Q&A
- Advanced data transformations and cross-region aggregation
Limitations
- Reporting limited to connected marketing data
- No built-in analyst support
Whatagraph shines in automated, visually appealing reporting for marketing teams, with strong agency features. Brandwatch provides deeper, intelligence-focused analytics but requires more customization and may feel less intuitive for quick reports.
Social Media Management
Brandwatch
Strengths
- Collaborative content calendar for planning and publishing
- Unified inbox for engagement and customer care
- Integrated with listening for informed management
- Influencer tools with 30M+ database
Workflow
Listen to trends → Plan content in calendar → Publish and engage via inbox → Track with analytics
Whatagraph
Strengths
- No direct management; excels in post-campaign reporting
- Integrates management tool data for visualization
Limitations
- No publishing, scheduling, or inbox features
- Complements but doesn't replace management tools
Brandwatch offers a full social management suite integrated with intelligence, making it comprehensive for enterprises. Whatagraph has no management capabilities, focusing solely on reporting data from other tools.
Integrations & Support
Brandwatch
Strengths
- APIs and integrations with major social, enterprise tools
- Global offices and expert analyst support
- Enterprise governance, workflows, and multi-region setup
Limitations
- Sales-led onboarding, no instant access
Whatagraph
Strengths
- 50+ essential, advanced, premium integrations for marketing
- Unlimited users, live chat, and dedicated managers on higher plans
- SSO, API, and data exports to BigQuery/Looker on Max
Limitations
- Credit system limits connections on lower plans
- Less enterprise-focused than Brandwatch
Both integrate well, but Brandwatch is geared toward enterprise ecosystems with analyst support, while Whatagraph offers broader marketing-specific connections and easier self-serve scaling for agencies.
Use Case Comparison
Enterprise Social Media Team
Brandwatch 🏆
Excellent
Integrated suite for listening, management, and influencers with enterprise governance suits large-scale operations.
Best Plan: Custom suite
Score: 10/10
Whatagraph
Good
Strong for reporting but lacks management and deep listening for comprehensive social needs.
Best Plan: Max (Custom)
Score: 7/10
Marketing Agency Needing Client Reporting
Brandwatch
Fair
Deep insights but no white-label focus; complex for client delivery.
Best Plan: Custom
Score: 5/10
Whatagraph 🏆
Excellent
White-label reports, unlimited users, and AI automation perfect for agencies.
Best Plan: Boost (499€/month)
Score: 10/10
Market Research for Consumer Insights
Brandwatch 🏆
Excellent
Massive data archive, AI classifiers, and analyst support for in-depth research.
Best Plan: Consumer Intelligence (Custom)
Score: 10/10
Whatagraph
Poor
Limited to marketing metrics; no consumer opinion archive.
Best Plan: Not suitable
Score: 2/10
In-House Marketing Performance Team
Brandwatch
Good
Strong analytics but overkill without full suite needs.
Best Plan: Custom
Score: 7/10
Whatagraph 🏆
Excellent
Cross-channel dashboards and AI insights for ROI tracking without analysts.
Best Plan: Start (199€/month)
Score: 9/10
Influencer Marketing Campaigns
Brandwatch 🏆
Excellent
Dedicated Influence product with discovery and reporting.
Best Plan: Influence (Custom)
Score: 10/10
Whatagraph
Poor
No influencer tools; can report on campaign data if integrated.
Best Plan: Not suitable
Score: 3/10
PR and Crisis Monitoring
Brandwatch 🏆
Excellent
Real-time alerts, sentiment analysis, and media intelligence for reputation management.
Best Plan: Media Intelligence (Custom)
Score: 10/10
Whatagraph
Fair
KPIs alerts but no social conversation monitoring.
Best Plan: Boost (499€/month)
Score: 4/10
E-commerce ROI Tracking Across Channels
Brandwatch
Good
Social listening for consumer sentiment; integrates with e-com data.
Best Plan: Custom
Score: 6/10
Whatagraph 🏆
Excellent
Blends paid, organic, email data for ROI visualization.
Best Plan: Boost (499€/month)
Score: 9/10
Global Brand with Multi-Region Needs
Brandwatch 🏆
Excellent
Global support, workflows, and multi-region data handling.
Best Plan: Custom suite
Score: 10/10
Whatagraph
Good
Cross-country monitoring but less governance focus.
Best Plan: Max (Custom)
Score: 8/10
Small Marketing Team on Budget
Brandwatch
Poor
Custom pricing and complexity too heavy for small teams.
Best Plan: Not suitable
Score: 2/10
Whatagraph 🏆
Excellent
Free plan and low entry at 199€ with unlimited users.
Best Plan: Free or Start (199€/month)
Score: 9/10
Team with Dedicated Data Analysts
Brandwatch 🏆
Excellent
Custom tools and APIs for advanced analysis.
Best Plan: Custom
Score: 9/10
Whatagraph
Good
Transformations help but less depth for pure analysts.
Best Plan: Boost (499€/month)
Score: 7/10
Agency Managing Multiple Clients
Brandwatch
Good
Scalable for agencies but sales-heavy.
Best Plan: Custom
Score: 7/10
Whatagraph 🏆
Excellent
Source credits, white-label, and unlimited reports for clients.
Best Plan: Boost (499€/month)
Score: 10/10
Non-Marketing Insights (e.g., Product Feedback)
Brandwatch 🏆
Excellent
Consumer research for broad intelligence beyond marketing.
Best Plan: Consumer Intelligence (Custom)
Score: 10/10
Whatagraph
Poor
Marketing-focused; limited for general insights.
Best Plan: Not suitable
Score: 3/10
Pros and Cons
Brandwatch
Pros
- Extremely deep data coverage with 1.4+ trillion historical posts
- Powerful AI capabilities including Iris, image analysis, and custom classifiers
- Integrated suite covering consumer intelligence, social management, and influencers
- Strong enterprise readiness with global offices and analyst support
- Highly customizable dashboards and reporting for advanced segmentation
- Real-time monitoring and alerts for crisis and reputation management
- APIs and integrations for seamless enterprise workflows
Cons
- No public pricing or self-serve plans, complicating budgeting
- Sales-led onboarding with multi-step demos instead of instant trials
- Steep learning curve due to complexity and breadth
- Overkill for simple content scheduling or basic reporting
- Heavier implementation and governance for smaller teams
- Lacks white-label focus for agencies
- No unlimited users or free tier
Whatagraph
Pros
- Intuitive interface for non-technical marketers
- Whatagraph IQ for instant AI reports, summaries, and insights
- Unlimited users and reports on all plans, ideal for teams
- 50+ integrations with strong marketing platform support
- White-label customization and automated delivery for agencies
- Flexible credit system for scaling data connections
- Free plan for testing and transparent pricing
- Advanced transformations for custom metrics and blends
Cons
- Starts at 199€/month, potentially high for very small teams
- Credit-based pricing requires planning for multiple accounts
- Advanced features and premium integrations on higher tiers
- No social listening or management capabilities
- May overlap with existing BI tools in mature stacks
- Limited to marketing data; no deep consumer intelligence
- Less enterprise governance than dedicated suites
Final Verdict
Brandwatch and Whatagraph target different aspects of marketing intelligence. Brandwatch is a robust enterprise suite for social listening, management, and insights from vast data, ideal for strategic depth. Whatagraph is an agile reporting platform for visualizing and automating marketing performance across channels, perfect for operational efficiency.
Opt for Brandwatch if your priority is comprehensive social intelligence and enterprise management. Choose Whatagraph for efficient, automated marketing reporting and visualization. For full coverage, use Brandwatch for data collection and insights, paired with Whatagraph for polished report delivery.
Overall Scores
Brandwatch
Agency Features: 7/10
Value: 6/10
Whatagraph
Agency Features: 10/10
Value: 9/10
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