Overview of Insights


Hootsuite Insights, powered by Brandwatch provides a social listening solution that helps you monitor the online conversations that matter most to you.

You can use Insights to monitor conversations around your brand and competitors. Build and save searches to review all social mentions that match your queries. With mentions from a variety of sources, including social networks, blogs, and news sites, you can focus on important conversations and get valuable insights into your audience and industry.

Plans: Business and Enterprise

Insights pulls mentions from the following platforms:

  • Twitter
  • Facebook
  • Instagram
  • Reddit
  • Tumblr
  • Mumsnet
  • News
  • Blogs (includes Disqus)
  • Forums
  • Reviews
  • Discuz
  • YouTube

Access Insights

Insights is available to Hootsuite Business and Enterprise customers as an add-on package. Contact your customer success manager to enable it for your organization.

To access Insights, a user (even an organization super admin or admin) needs to be both a member of an enabled team and enabled as an individual member. Team members have access to Insights searches for the teams they belong to.

If all members in your Insights plan need access to the same searches, you can create and add searches to a specific team.

To learn more, see:

Users added to a team are assigned either team admin or default permissions. Team admins have edit/write access to Insights, while default team members have read-only access.

To open Insights, go to Insights .

How Insights calculates emotion and sentiment

Emotion and sentiment are applied to mentions using custom statistical classifiers built in-house by Brandwatch. The classifiers learned to predict emotion and sentiment based on a training set of millions of pieces of data, including words, phrases, emojis, and other patterns.

Insights predicts sentiment in Arabic, Chinese, Czech, Dutch, English, Farsi, French, German, Greek, Hebrew, Indonesian, Italian, Japanese, Korean, Malay, Norwegian, Polish, Portuguese, Romanian, Russian, Spanish, Swedish, Thai, and Turkish.

Note: Emotion is only supported for English mentions.

Location data is sometimes provided directly by the platform and/or the author of the mention. When an author or mention has no explicit location, Insights attempts to infer a location based on the keywords in the author’s bio.

Gender is a statistically informed inference based on the binary gender distribution of author names in census data and other public records.

Supported languages

Insights detects and returns mentions data in the following languages. See previous section for a list of languages that support emotion and sentiment annotations.

Arabic, Azerbaijani, Basque, Bulgarian, Catalan, Chinese, Croatian, Czech, Danish, Dutch, English, Farsi, Finnish, French, German, Greek, Hebrew, Hindi, Hungarian, Indonesian, Italian, Japanese, Kazakh, Korean, Kurdish, Lithuanian, Malay, Norwegian, Polish, Portuguese, Romanian, Russian, Serbian, Slovak, Slovene, Spanish, Swedish, Thai, Turkish, Urdu.