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  Article updated: November 26, 2021

Overview of Insights

Hootsuite Insights, powered by Brandwatch is a social listening solution. Insights helps you keep track of the online conversations that matter most to you.

You can create searches to gather and review all social mentions that match your queries. With mentions from social networks, blogs, news sites, and more, you can get valuable insights into industry trends.

Hootsuite Insights powered by Brandwatch video

Plans: Business and Enterprise (as an add-on package)

Access to Insights applies at the team level, and then at the individual team member level. If a team has access to Insights, the team admin has to assign Insights permissions to individual team members. Team admins have read-write access to Insights, while team members have read-only access.

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 a team for that specific purpose. See Create or delete a team and Add a member to an organization or team for more information.

Data and site coverage

Insights uses the Brandwatch Data Library, a shared collection of public data acquired by Brandwatch, to match mentions to user search queries. Brandwatch gathers the data using custom web crawlers, search APIs, data streams from third-party data providers, and direct relationships with specific sites.

Insights returns mentions from a wide variety of platforms, including the sites listed in the following sections.

Twitter

Insights sources mentions from all tweets, and include the following metadata:

  • Retweets
  • Replies
  • Geolocation (when turned on by user)
  • Timestamp
  • Author name and handle
Facebook

Insights sources mentions from owner posts, audience posts on the owner’s wall, dark posts, as well as non-owned Facebook pages. Facebook mentions include the following metadata:

  • Likes
  • Comments
  • Shares
  • Author information

Facebook requires authentication tokens to access Facebook data. See Create Facebook and Instagram authentication tokens in Insights for more information.

Instagram

Insights sources mentions from posts, comments, tags and mentions on owned accounts, posts on non-owned business accounts being tracked, and public Instagram posts (through hashtag tracking).

For Instagram pages, 400 days of historical data is available for owned posts, comments, and tags (but mentions are available from the date the page was created).

Facebook requires authentication tokens to access Instagram data. See Create Facebook and Instagram authentication tokens in Insights for more information.

YouTube

Insights sources mentions from comments under YouTube videos and video descriptions. Metadata includes author name and video title.

Tumblr

Insights sources mentions from all Tumblr posts in near real-time, including text, photo and video mentions. Tumblr mentions include timestamp, author handle, and full text metadata.

Reddit

Insights sources mentions from all active subreddits (and a large majority of historical top subreddits). Mentions of more recent Reddit posts and comments include the Reddit Score.

Forums

Mentions are sourced from thousands of forums, including Yahoo Answers, Mumsnet, MyFitnessPal, Psychology Today, Stack Overflow, Goodreads, Investopedia, Glassdoor, and many others.

Blogs

Mentions are sourced from millions of blog sites, including WordPress, Medium, Business Wire, Mashable, TechCrunch, Business Insider, Gizmodo, IMDB, Lifehacker, and more.

Insights also has full coverage of data from site comment sections powered by Disqus.

News sites

Insights sources mentions from most of the popular news sites, as well as many smaller local news sites.

Insights also has full coverage of data from site comment sections powered by Disqus.

Review sites

Insights sources mentions from a range of popular review sites. Mentions include:

  • Star ratings (where applicable)
  • Review title
  • Author name
  • Link to review (with deep links where available)

Data visualization

Insights provides rich data visualization to segment mentions by categories, such as demographics, emotion, and sentiment.

You can filter the mentions by a variety of attributes to zero in on particular audience traits. You can also view trends in volume over time, and discover the top sites and authors for mentions that match your search query. See Metrics in Insights for more information.