Brand24

Brand24 is a Polish software company headquartered in Wrocław that develops tools for monitoring, organizing, and interpreting public discussions on the internet. Its principal product, also called Brand24, is a software-as-a-service platform that tracks mentions of brands, products, people, and keywords across news websites, social networks, blogs, video services, discussion forums, podcasts, review sites, newsletters, and other online sources. The system combines web crawling, official platform interfaces, and external data providers to collect publicly available references, then presents them through dashboards, alerts, reports, and analytical measures. The company was founded in 2011 by Michał Sadowski, Dawid Szymański, Piotr Wierzejewski, and Karol Wnukiewicz. The founders had previously worked on online ventures including the social-networking service Polatach.pl, the price-comparison site Finansosfera.pl, and the video service Patrz.pl. Their experience operating internet communities led them to seek a more capable alternative to Google Alerts for understanding user reactions to websites and brands. A prototype of Brand24 was tested in 2011, and commercial sales began on September 12 of that year. Brand24 initially concentrated on the Polish internet, but it expanded abroad from 2013 onward. International versions were introduced in markets including Indonesia, the United States, and Germany, and by 2015 the platform was being used in more than 20 countries. The service was subsequently adopted by companies, agencies, media organizations, and researchers seeking to evaluate brand visibility, campaign performance, customer opinion, and emerging reputational risks. Its customer base included international companies such as Intel, Carlsberg, IKEA, H&M, Vichy, GlaxoSmithKline, and Crédit Agricole, according to the company's historical descriptions. The platform's analytical functions include mention-volume tracking, reach measurement, share of voice, sentiment analysis, topic and emotion analysis, influencer identification, competitor comparison, and notifications about unusual increases in discussion. These functions are intended to help users manage reputation, assess marketing campaigns, investigate consumer expectations, identify influential voices, and respond to potential communication crises. Brand24 has also developed adjacent offerings such as Insights24 for analytical reporting, Brand Assistant for assisted interpretation of online conversations, Brand Monitoring distributed through the Semrush Marketplace, and Chatbeat for measuring a brand's visibility in responses generated by large language models. Brand24 became a public company through a NewConnect debut on January 30, 2018, and moved to the main market of the Warsaw Stock Exchange on May 11, 2021. Its development was interrupted in 2019 when Facebook and Instagram restricted the company's access while reviewing its compliance with platform data policies. Brand24 temporarily disabled monitoring from the affected services, reduced staff, and reported customer and revenue losses. Access was restored in March 2020 after an agreement with Facebook and changes that limited the service to public mentions obtained through official interfaces. In April 2024, Prowly acquired a controlling stake in Brand24. Prowly is owned by Semrush, a U.S.-based provider of search and marketing software. The transaction made Brand24 part of the broader Semrush group while leaving the existing team in place. The company continues to develop AI-based tools for media intelligence and brand measurement. Reference material states that by late 2025 the platform monitored approximately 100,000 brands and had processed 25 billion mentions, although those figures are time-specific and may change.

Brand24's origins lie in a group of online ventures founded by Wrocław University of Science and Technology students Michał Sadowski, Dawid Szymański, Piotr Wierzejewski, and Karol Wnukiewicz. In 2005 they launched Polatach.pl, a social site for reconnecting former schoolmates, and later worked on the price-comparison service Finansosfera.pl. Wierzejewski also proposed Patrz.pl, a short-video website. After Patrz.pl was sold in 2007, several of the founders became involved in operating Grupa Pino, a collection of online services that included video, microblogging, and slide-hosting products. While managing these communities, the team used Google Alerts to observe user feedback and brand references. They concluded that a dedicated system could collect a broader range of online content and make it easier to analyze. During 2010 and 2011, they worked on a proprietary monitoring solution, and a prototype called Brand24 was tested in the summer of 2011. During beta testing, CAM Media acquired a minority stake. Commercial sales began in September 2011, and the first customers included media organizations and researchers interested in measuring online discussion. The company raised early outside capital in 2012 and expanded its customer base beyond 300 clients in 2013. Internationalization began in Indonesia in March 2013, followed by availability in the United States and Germany in 2014. Unlike the original Polish version, which emphasized the Polish web, the international service was designed to collect and retain material from a wider range of global internet sources. By 2015 it was in use in more than 20 countries, and an early international customer included an agency connected with Michelle Obama's Better Make Room public-awareness campaign. Further financing came from Inovo in December 2015 and Venture Inc. in January 2016. By 2017 Brand24 had nearly 2,000 customers in 85 countries, although Poland still represented most of its customer base. A pre-IPO transaction at the end of 2017 preceded the company's January 2018 NewConnect debut. At that stage Brand24 employed approximately 60 people and served more than 3,000 customers by the end of 2018. Its system monitored tens of thousands of keywords across nearly 100 countries. A major disruption occurred in 2019. After Facebook tightened access rules for its platforms, an article in the U.S. edition of Business Insider questioned Brand24's collection of Instagram-related information and discussed broader concerns about scraping and platform data use. Facebook subsequently blocked Brand24's Facebook and Instagram accounts and requested confirmation of compliance. Brand24 disabled affected monitoring, experienced customer losses and a fall in its publicly traded share price, and reduced its workforce. In March 2020, access was restored after the company agreed to operate under stricter rules and limit collection to public mentions through official APIs. The company broadened its source coverage around this period, adding TikTok and Twitch in 2019, podcasts in early 2020, newsletters later in 2020, and Telegram messaging channels in 2022. It reached break-even by the end of 2020 and moved from NewConnect to the main Warsaw Stock Exchange market in May 2021. Insights24, a service for producing more developed analytical reports, was introduced in 2021, and a simplified Brand24 version became available through the Semrush Marketplace in 2022. From 2023 onward Brand24 emphasized proprietary AI and natural-language processing. Its development work included filtering mechanisms for prioritizing relevant mentions, as well as systems intended to interpret sentiment, emotions, and language more accurately. The company subsequently developed Chatbeat, which focuses on brand presence in large-language-model outputs, and collaborated with Semrush on Brand Assistant. In April 2024 Prowly acquired a controlling interest in Brand24, bringing the company into the Semrush group while retaining its operating team. Reference material reports consolidated revenue of PLN 35.3 million for 2024 and states that the platform monitored roughly 100,000 brands and had collected 25 billion mentions by October 2025.

• 2024

  Prowly becomes controlling shareholder

  [1]Brand24en.wikipedia.org

  Prowly acquires control of Brand24 and integrates the company into the Semrush group.

• 2022

  Semrush Marketplace and Telegram monitoring

  [1]Brand24en.wikipedia.org

  A simplified Brand24 version is offered through the Semrush Marketplace, and Telegram channels are added to the monitoring scope.

• 2021

  Main Warsaw Stock Exchange listing

  [1]Brand24en.wikipedia.org

  Brand24 debuts on the main market of the Warsaw Stock Exchange on May 11 and launches Insights24.

• 2020

  Access is restored and additional sources are added

  [1]Brand24en.wikipedia.org

  Brand24 reaches an agreement with Facebook, changes its access model, and adds podcasts and newsletters to its monitored sources.

• 2019

  Platform-source expansion and Facebook dispute

  [1]Brand24en.wikipedia.org

  Brand24 adds TikTok and Twitch monitoring, while its access to Facebook and Instagram is blocked during a data-policy review.

• 2018

  NewConnect debut

  [1]Brand24en.wikipedia.org

  Brand24 begins trading on the NewConnect market on January 30.

• 2013

  International expansion begins

  [1]Brand24en.wikipedia.org

  Brand24 enters Indonesia and continues developing an international version of its monitoring platform.

• 2011

  Brand24 is founded and launched commercially

  [1]Brand24en.wikipedia.org

  A prototype is tested in the summer, minority investment is secured during beta testing, and commercial sales begin on September 12.

• 2007

  Patrz.pl is sold

  [1]Brand24en.wikipedia.org

  The founders sell the short-video service Patrz.pl, which had attracted several million monthly users.

• 2005

  Founders begin earlier online ventures

  [1]Brand24en.wikipedia.org

  The future Brand24 founders launch Polatach.pl and later develop additional online services, gaining experience in managing internet communities.

An international social-listening and media-intelligence platform for monitoring public online conversations, measuring brand visibility, evaluating campaigns, and identifying reputational risks through automation, natural-language processing, and AI-assisted analysis.

• Media monitoring and social listening · 2011

  Brand24

  The flagship SaaS platform tracks public mentions across social media, news, blogs, forums, video services, podcasts, review sites, newsletters, and other online sources. It provides dashboards, historical archives, alerts, reach and share-of-voice measures, sentiment and emotion analysis, topic interpretation, influencer identification, and competitor comparisons. Users can receive updates through web and mobile interfaces at intervals ranging from twice daily to near real time.

• Marketing analytics and reporting · 2021

  Insights24

  Introduced in 2021, Insights24 produces more developed analytical reports from Brand24 monitoring data. The service is intended to support evaluation of marketing campaigns, comparison with competitors and market benchmarks, and interpretation by Brand24's analytical team.

• AI-assisted brand intelligence

  Brand Assistant

  Brand Assistant helps users examine online conversations around a selected brand or topic and generates interpretations, consumer-oriented conclusions, and suggested actions. It was developed jointly with Semrush as part of the companies' broader use of AI in marketing analysis.

• SEO and brand reporting

  Brand Monitoring

  This related application is intended for SEO and marketing users who need advanced monitoring reports and press-release or brand-visibility workflows. It is associated with Brand24's distribution and integration work with Semrush.

• Generative-AI visibility measurement · 2024

  Chatbeat

  Chatbeat measures how frequently and prominently a brand appears in text generated by large language models. The product is designed to estimate visibility and positioning for queries relevant to a brand, extending monitoring beyond conventional websites and social platforms.

• 2019

  Facebook and Instagram data-access dispute

  Business Insider reported concerns about Brand24's collection of Instagram-related information, in the wider context of post-Cambridge Analytica scrutiny of platform data access and scraping. Facebook subsequently blocked Brand24's accounts and required a compliance review. Brand24 suspended monitoring from the affected services, later reached an agreement with Facebook, and changed its system to use public mentions obtained through official APIs.

  Source

Read more

• 2015Better Make Room monitoring

  United States

  One of Brand24's first 1,000 international customers was a brand-strategy agency involved in Michelle Obama's Better Make Room public-awareness campaign. The platform was used in the context of monitoring international campaign and brand discussion.

  Source

• 2024

  Prowly acquisitionM&A

  Background

  Brand24 sought to develop its media-intelligence and AI capabilities within a broader marketing-software ecosystem.

  Action taken

  Prowly acquired a controlling stake and became Brand24's majority shareholder.

  Aftermath

  Brand24 joined the Semrush group, while the acquired team continued operating the business.

  Transaction value. PLN 55 million (April 2024)

  Source

• 2021

  Expansion into advanced analytical reportingGeneration change

  Background

  Customers increasingly required interpretation and benchmarking rather than simple collections of online mentions.

  Action taken

  Brand24 introduced Insights24, a service for producing analytical reports from monitoring data.

  Aftermath

  The company broadened its offer from monitoring toward campaign evaluation, market comparison, and actionable marketing insight.

  Source

• 2019

  Suspension and redesign of Facebook-related monitoringOther

  Background

  Facebook restricted Brand24's access during a review of data collection and platform-policy compliance.

  Action taken

  Brand24 disabled monitoring from Facebook and Instagram while negotiating with Facebook and reviewing its data practices.

  Aftermath

  Access returned in March 2020 after the company adopted a model limited to public mentions obtained through official APIs.

  Source

• 2013

  Internationalization of the platformStrategy

  Background

  The original product focused mainly on the Polish internet, limiting its relevance to customers outside Poland.

  Action taken

  Brand24 entered Indonesia and developed versions for broader international data collection, later expanding availability in the United States, Germany, and other countries.

  Aftermath

  By 2015 the global version was used in more than 20 countries, and international customers became a substantial part of the business.

  Source

• 2011

  Launch of the Brand24 monitoring systemProduct launch

  Background

  The founders needed a broader alternative to Google Alerts for monitoring feedback and discussion across the websites they operated.

  Action taken

  They commercialized a proprietary tool that collected and analyzed online mentions of monitored keywords.

  Aftermath

  The service attracted early customers among media organizations, researchers, and businesses.

  Source

1. 1Brand24en.wikipedia.org