Brand24

What Is Brand24?

Brand24 is a real-time social listening and brand monitoring platform built in Wrocław, Poland, founded in 2011 by Michał Sadowski. It tracks brand mentions, competitor names, and keywords across Facebook, Instagram, Twitter/X, TikTok, YouTube, LinkedIn, Reddit, news websites, online forums, review sites, blogs, and podcasts. Results land in a single monitoring feed with AI-powered sentiment analysis, reach scoring, and anomaly detection.

Brand24 spent years as a Warsaw Stock Exchange-listed company, but that chapter has closed. US-based Semrush took majority control in 2024 through its Polish PR software subsidiary Prowly. Prowly.com then squeezed out the remaining minority shareholders in February 2026, reaching 100% of the votes. The shares were delisted on 7 May 2026, and Adobe had completed its acquisition of Semrush on 28 April 2026.

Michał Sadowski still leads Brand24 S.A. as president of the management board, and the product team remains in Wrocław. For European buyers evaluating the platform on GDPR grounds, the ownership chain now ends at Adobe.

Brand24 positions itself against enterprise-level alternatives (Brandwatch, Meltwater, Talkwalker) at a price point accessible to SMBs and agencies. Its Individual plan at $199 per month billed annually remains one of the cheaper entry points in professional social listening.

Key Features

Real-Time Mention Tracking

Brand24's core product is a continuously updated feed of public mentions of tracked keywords. Every plan covers Facebook, Instagram, X, Reddit, news websites, and blogs. LinkedIn, YouTube, TikTok, Medium, and Quora join from the Team plan, while reviews, newsletters, and Twitch arrive on Pro. Podcast monitoring — which transcribes audio content and searches for keyword mentions — is available on the Business plan.

The Team plan updates hourly, Pro and Business update in real time, and the Individual plan refreshes every 12 hours. For brands managing PR crises or tracking time-sensitive campaign performance, real-time or hourly monitoring is effectively required — the 12-hour delay on the lowest plan limits its usefulness for active reputation management.

The monitoring feed can be filtered by source type, sentiment, language, reach, and date range. Mentions can be marked as positive, negative, or neutral (with AI pre-classification), allowing teams to track sentiment shifts over time rather than just raw mention volume.

AI Sentiment Analysis and Anomaly Detection

Brand24's AI analyses the sentiment of each incoming mention and classifies it positive, negative, or neutral. This runs continuously across all tracked sources, enabling sentiment dashboards that show trending opinion shifts without manual review.

Storm Alerts are one of Brand24's most practically useful features: when mention volume spikes abnormally — relative to the account's typical baseline — an email or in-app alert fires immediately. This is the first signal that a PR situation is developing, a campaign is going viral, or a product issue has surfaced publicly. For teams that do not monitor their listening dashboard in real time, the automated alert substantially reduces response time.

On Pro and above, the AI also groups mentions into topic clusters, identifying which themes (product quality, customer service, specific features) are driving the most discussion in any time window.

Share of Voice and Presence Score

Brand24 produces two aggregate metrics that go beyond raw mention counts. Share of Voice measures what percentage of mentions in a keyword category belong to the tracked brand versus competitors tracking the same terms. That makes it useful for benchmarking brand visibility against direct competitors without requiring access to their analytics.

Presence Score is Brand24's proprietary metric measuring overall brand visibility: it aggregates mention volume, reach, engagement, and sentiment into a single 0-100 index. It simplifies executive reporting by converting monitoring data into a consistent index that can be tracked month-over-month.

Influencer Identification

Within the mention feed, Brand24 tags each source with a reach score based on the author's audience size and engagement rate, and Pro adds a dedicated influencer analysis. This surfaces the highest-reach mentions first, making it straightforward to identify which influencers, journalists, or accounts are driving the most exposure for a tracked keyword — without needing a separate influencer discovery tool.

White-Label Reporting

On Pro and Business plans, Brand24 supports white-label PDF reports with custom branding, suitable for agencies delivering monthly monitoring reports to clients. Reports can be scheduled and sent automatically to client email addresses, reducing the manual overhead of regular client reporting.

Ownership and Data Governance

Brand24's status as a partially European tool requires honest documentation. The software is built by Brand24 S.A., a Wrocław company, and its president remains founder Michał Sadowski. Prowly.com Sp. z o.o., Semrush's Polish subsidiary, has held 100% of the votes since the February 2026 squeeze-out. Adobe completed its acquisition of Semrush Holdings on 28 April 2026, so the chain ends at a US parent.

The contracting setup matters as much as the cap table. Brand24.com's terms name Brand24 Global Inc. of Daytona Beach, Florida, as the operator, with disputes settled by arbitration in Orlando. Its privacy policy describes that company as a Delaware corporation acting as data controller, with Brand24 S.A. as its designated EU representative.

The same policy says Brand24's servers are located in the United States and Poland, and it lists a Gdańsk data centre among its processors. European buyers with strict requirements for EU-controlled data governance should review the data processing terms carefully. Many will prefer alternatives where both the contracting entity and the owner are European.

Pricing

Brand24 uses a mention-volume-based pricing model rather than per-seat pricing, which benefits larger teams. The Individual plan costs $249 per month, or $199 per month billed annually, for 3 keywords and 2,000 mentions per month. That is restrictive for any brand with meaningful online presence, and it leaves out LinkedIn, YouTube, and TikTok as sources.

Team, at $349 per month or $299 billed annually, adds 7 keywords, 10,000 mentions per month, unlimited users, and hourly updates. For most SMBs, this is the operative starting point.

Pro costs $499 per month ($399 billed annually) and expands to 12 keywords, 40,000 mentions, real-time updates, and white-label reporting. Business, at $699 per month ($599 billed annually), is designed for large brands and agencies: 25 keywords, 100,000 mentions, podcast monitoring, unlimited AI topics, and a Client Success Lead. Enterprise starts from $1,499 per month billed annually.

All plans include a 14-day free trial with no credit card required. Annual billing saves between 14% and 20% compared with monthly rates.

Who It's Best For

Marketing managers at SMBs or startups who need to monitor brand mentions across social and news can skip the enterprise pricing of Brandwatch or Meltwater. Brand24's Team plan at $299 per month billed annually delivers reliable coverage at an accessible price.

If you run an agency and need to provide regular social listening reports to clients with white-label branding, the Pro plan's automated reporting and custom-branded exports cover that workflow.

Where EU data sovereignty is a hard procurement requirement and your legal team requires the majority owner to be an EU entity, Brand24's ownership by Semrush, and through it Adobe, creates a complication. Consider Determ, a Zagreb-built media monitoring tool, or the paid listening add-on from Paris-based Agorapulse, which took over Mention in 2025.

If you are monitoring a brand with significant podcast presence or appearing regularly in audio content, Brand24's Business plan podcast monitoring is one of very few tools in this price range that covers that channel.

Large enterprises needing deep historical data, advanced consumer research, and custom dashboards will find more sophisticated capabilities in Brandwatch, Meltwater, or Talkwalker — Brand24 is positioned below full enterprise social intelligence.

The Verdict

Brand24 delivers reliable, accessible social listening across a broad range of sources at a price point that most SMBs and agencies can justify. The AI sentiment analysis, Storm Alerts, and Share of Voice metrics are well-implemented and genuinely useful for proactive reputation management. Continued ownership of the product by the Polish engineering team shows in its consistency and regular feature updates. The significant caveat is ownership and contracting: Brand24 is now wholly owned by Adobe's Semrush, and brand24.com customers sign with a US entity. For teams where EU data governance is flexible and cost-effective brand monitoring is the priority, Brand24 remains a strong option in the $199–$699 per month range.

Frequently Asked Questions

Is Brand24 GDPR compliant?

Brand24 S.A. in Wrocław builds the product, but brand24.com's privacy policy names Brand24 Global Inc., a Delaware corporation, as data controller. Brand24 S.A. acts as its designated representative in the EU. The same policy says servers sit in the United States and Poland, and users consent to transfers to the US. European teams with strict residency requirements should review the data processing terms before signing.

Who owns Brand24?

Michał Sadowski founded Brand24 in Wrocław in 2011 and still serves as president of Brand24 S.A. Semrush took majority control in 2024 through its Polish subsidiary Prowly. After a squeeze-out in February 2026, Prowly.com holds 100% of the votes, and the shares were delisted from the Warsaw Stock Exchange on 7 May 2026. Adobe completed its acquisition of Semrush on 28 April 2026.

What sources does Brand24 monitor?

Every plan covers Facebook, Instagram, X (Twitter), Reddit, news websites, and blogs. LinkedIn, YouTube, TikTok, Medium, and Quora join from the Team plan. Reviews, newsletters, and Twitch arrive on Pro, and podcasts on Business. Mentions refresh every 12 hours on Individual, hourly on Team, and in real time on Pro and above.

How does Brand24 compare to Brandwatch?

Brandwatch is a full enterprise social intelligence platform with deeper historical data, custom dashboards, consumer research capabilities, and significantly higher pricing. Brand24 is more accessible and suited to SMBs, agencies, and growth-stage companies that need reliable monitoring without enterprise complexity. Brand24's AI sentiment analysis and podcast monitoring are strong at its price tier. Brandwatch typically requires annual enterprise contracts well above Brand24's Business plan.

Does Brand24 have a free plan?

No. Brand24 does not offer a free plan. A 14-day free trial with no credit card required is available. The cheapest paid plan, Individual, costs $249 per month or $199 per month billed annually. For most business use cases, the Team plan at $299 per month billed annually is the recommended starting point.