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Published September 28th 2021

Understand and Engage With Your Consumers At the Speed of Social

Brandwatch President Ulrik Bo Larsen shares the thinking behind the Brandwatch and Falcon.io merger

As Brandwatch begins a new adventure, I wanted to update the community on the progress being made and the approach we’re taking to building a world-class social suite.

First things first

To begin with, I want to say a quick hello as this might be the first time you’ve heard from me.

I’m hugely excited to bring together Brandwatch and Falcon.io and to combine all our capabilities. It’s humbling to have been made leader of these two incredible teams.

Falcon.io has always had a strong central nervous system that enables feedback loops between our customers, our prospects, and our product. It’s been rewarding to build such a customer-centric culture and business, and I’m delighted that the time is finally right to combine forces with Brandwatch. It’s been clear from the outset that we share so many values. 

I’m energized to move forward with this new organization – a combination that feels so ripe with potential. Let me tell you a little more about it.

The two pieces of the social puzzle

I’ll start with the thinking behind why we’re merging Brandwatch and Falcon.io into a single business.

Brandwatch is the pioneer in digital consumer intelligence, offering customers AI-enriched social analytics at scale with its flagship platform Brandwatch Consumer Research. 

Falcon.io is a leader in its respective field and has an incredibly broad set of capabilities that help companies execute on their social strategies.

Where Brandwatch offers the depth of insight and the understanding needed to build a successful strategy, Falcon.io has the breadth of functionality and the streamlined workflows needed for companies to take effective action.

In short, they’re the perfect match – the two pieces of the social puzzle. And together we’re helping over 7,500 of the world’s most admired companies to understand and engage with customers at the speed of social.

Progress so far

It didn’t take us long to get started. 

On day one of our merging we launched the first of our joint product developments – the new Listen in Falcon.io. It’s powered by Brandwatch data and AI and integrated with our Engage product. 

This provides a social listening solution for marketers who need to track brands and topics across the web to inform truly consumer-centric content strategies and more efficient responses to opportunities or potential threats as they emerge.

The future of Brandwatch and Falcon.io for our customers

For marketers and social media managers: Marketing activations that operate within Falcon.io will become closer to the great corpus of data and insight that Brandwatch can provide, enabling best-in-class monitoring across the life cycle of your campaigns. 

For analysts, market researchers, and other insights professionals: We will continue to build on and innovate with the in-depth capabilities, the flexibility, and the data integrations you’re accustomed to within Brandwatch – we’re not leaving anything behind.

It’s long been my passion to build products with broad and deep functionality that are also a pleasure to use, and this is the mission I am working towards with our combined teams.

Right now, I want to pledge our teams’ commitment to being good custodians of the products our customers love, and to create delightful, streamlined experiences for all our customers, regardless of size, from buying, to onboarding, to using our solutions.

The world is moving and changing fast, and organizations need to understand and act upon consumer insights while keeping pace. Our combined business has the stability, the backing, the technology, and the expertise to help you work at the speed of social.

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Falcon.io is now part of Brandwatch.
You're in the right place!

Existing customer?Log in to access your existing Falcon products and data via the login menu on the top right of the page.New customer?You'll find the former Falcon products under 'Social Media Management' if you go to 'Our Suite' in the navigation.

Paladin is now Influence.
You're in the right place!

Brandwatch acquired Paladin in March 2022. It's now called Influence, which is part of Brandwatch's Social Media Management solution.Want to access your Paladin account?Use the login menu at the top right corner.