You’re faced with having to choose the perfect monitoring tool for your business. Although you’ve done your research, you are still unable to make a decision. Brand24 and Mediatoolkit seem to be the most popular of this type of tool on the market. What features and integrations do they offer? How easily can you learn how to use them?

💡 Read Media Monitoring: The Ultimate Guide

We compared them side by side to give you a comprehensive overview. Both were tested closely to see which one helps solve users’ problems better. Do you want to know the score? Let’s find out.


When choosing a media monitoring tool, the range and variety of its features should be one of the most critical factors. The app should give you the ability to analyze mentions about your brand deeply and more effectively manage your brand’s reputation.

What features do Mediatoolkit and Brand24 offer, and how do they work? 

1. Supported platforms

Mediatoolkit tracks the following sources: 

  • Facebook,
  • Twitter,
  • Instagram,
  • Youtube,
  • Reddit,
  • VKontakte,
  • Tripadvisor,
  • Websites,
  • Blogs,
  • Comments,
  • and Forums. 

Brand24 tracks:

  • Facebook,
  • Instagram,
  • Twitter,
  • Tik Tok,
  • Youtube,
  • Podcasts,
  • Images,
  • Videos,
  • Pinterest,
  • Social,
  • Reddit,
  • Quora,
  • Newsletters,
  • Blogs,
  • Forums,
  • Reviews,
  • News,
  • TV Transcripts and much more.

Mediatoolkit provides a Boolean search. It’s a handy feature that, instead of simply searching for keywords, searches for context.

For example, you can track the keyword “pineapple” only if it’s mentioned in a recipe. This prevents you from finding irrelevant results. Brand24 does not offer this feature. 


We recommend reading: Explaining Boolean Operators With Pizza

3. Real-time alerts

With Mediatoolkit, you can set real-time alerts to be sent as notifications in the Mediatoolkit mobile app, to an email inbox, or directly into a Slack channel.

Brand24 real-time alerts are only available in the highest plan. On lower plans, mention search updates are available every 12 hours or every hour.

4. Influencer identification

Mediatoolkit and Brand24 both provide their own influencer score, which indicates how much authority an author has online (based on their number of followers) and how vital their mention is to your brand. Both applications place this metric in the filters section.

Both also offer a list of the top influencers who are writing about your brand

This is how it looks in Mediatoolkit, as one of the charts in the influencer dashboard:

Top influencers by source chart in Mediatoolkit’s influencer dashboard

And this is how it’s done by Brand24:

5. Historical data 

With Mediatoolkit, you can see historical data going back up to 3 months, while Brand24 offers data up to 12 months old. 

6. Data export

With Mediatoolkit, you can create three types of predefined reports – basic, advanced, and competitive. What’s more, you can design a custom dashboard. You have an unlimited number of reports to create in all plans. You can download particular sections from the report or export it whole as a PDF or as an editable document for your customization (.PPT).

Brand24 PDF reports are available on its Premium plan. You can choose which sections you want to have in the report and which data you want to include. You can also add your logo and choose the color of the document.

Both tools offer the option to export your report in Excel.

7. Automated actions

A feature that makes Mediatoolkit stand out over Brand24 is Automated actions.

If a mention includes particular keywords or comes from a certain author or website, you can trigger a specific action (set sentiment and/or tag mention). For example, if you would like to track online feedback about your product, you can set the tool to assign a ‘user feedback’ tag to those mentions that contain the keyword: “review.”

Automated actions setup in Mediatoolkit
Automated actions setup in Mediatoolkit

8. Filters

Filters are invaluable for simplifying the work. Because of this, we decided to focus on them more carefully. Both Mediatoolkit and Brand24 provide a similar number of filters that help you to analyze and understand the results of mentions. 

Mediatoolkit provides such filters (to track or exclude specific ones) as:

  • language 
  • location
  • the sentiment (positive, neutral, negative, or undefined)
  • author
  • and influence score.
Query setup in Mediatoolkit
Query setup in Mediatoolkit

What’s more, it provides the function to “toggle” the sources (Instagram, Facebook, etc.) that will be tracked or exclude ones like Facebook pages, Youtube channels, websites, or comments from particular domains. This helps with narrowing down the results and easily researching a specific topic in-depth.

What about Brand24? You can save filters and set email alerts. However, you can only choose which sources should be tracked – you can’t select more precise options like channels or particular websites, etc. You can filter the results by:

  • sentiment
  • importance (based on source popularity, influence, etc.)
  • Influencer score
  • and additional filters like interactions, number of visits, domain, public profile, date, mark, order, and visit

Ease of use

If one of these tools fits you in terms of its features, it’s time to find out if it is easy to use and master.

The better of the two should make your learning process as straightforward as possible and save your time and effort. When working with Mediatoolkit and Brand24, how do they perform? Can you master them quickly? 

1. First impressions

Let’s start from the very beginning. Starting out with both platforms is super easy.

They don’t require much information for signing up except your email address and name. In minutes you can create an account and see how the platforms work.

Both platforms have a tutorial that guides you step-by-step through the essential elements of the interface. Ease of setup and starting out is a big plus for both.

Mediatoolkit keyword input

2. Interface

The Mediatoolkit interface has a sleek, minimalist look. Everything is easy to understand, and you won’t feel overwhelmed by the data. All the sections and elements are clear and easy to read.

Mediatoolkit’s interface

Brand24 has a more complicated dashboard that is much harder to figure out and navigate through. In the beginning, you may feel distracted by the amount of data visible. Even so, they are both dynamic and enjoyable to use.

Brand24’s interface

3. Project creation

You can create a new project quite easily on both platforms. Immediately after you type in your keywords, you’ll get a database of mentions.

When it comes to Brand24, there is one more option – you can select a language for tracking directly after entering a keyword. Also, you can go into even more detail and specifically select the languages you want to track or exclude when creating a search query or editing an existing query. This helps you only see the results which are relevant to your business and target market.

On the other hand, Mediatoolkit has a more detailed set of filters. It allows you to set the section in which the particular tracking keyword appears. There are four options to choose from

  • All sections
  • Title
  • Description
  • Text.

Moreover, Mediatoolkit lets you choose your preferred language when filtering the results as well.

Ease of use score 

The Mediatoolkit interface is easier to master and it’s more understandable for beginners. Creating projects with both applications can be done in just a few clicks and isn’t troublesome. The selection of filters in Mediatoolkit is more user-friendly because you have a much more precise choice. More importantly, you can simplify your analysis by excluding sources, locations, or websites, etc., that shouldn’t be considered.


Brand24 has a minimal number of integrations. It can only be connected with Slack (you get notified about new mentions in the team’s Slack channel).

Mediatoolkit can be integrated additionally with:

  • Zapier – which connects you to the thousands of apps that it supports 
  • APIs – you can use Mediatoolkit API to build own product or combine it with an existing service
  • anything else you need – Mediatoolkit can develop a customized integration, so clients’ needs are met even better
API integration
Custom integration

Integrations score 

Mediatoolkit is the unquestionable winner in this category since it offers much more advanced and flexible integrations

Customer support

You can connect with Mediatoolkit’s support team by email, phone, or live chat. If you have any problems, Brand24 has one more option available – video tutorials. 

Customer support score

Both applications provide high-quality customer service support, and they go head to head in various comparisons. Nevertheless, according to G2 reviews, users felt that Mediatoolkit meets the needs of their business better than Brand24.

Many satisfied customers claim that Mediatoolkit provides excellent customer service, and they always feel taken care of.

“If something goes wrong, Mediatoolkit provides great support for PR activities and great support for my team.”

Mediatoolkit customer

Mobile app

Both Brand24 and Mediatoolkit have mobile applications compatible with iOS and Android devices.

In the Mediatoolkit app, you can set up real-time notifications about your brand mentions (which can be sent to your email inbox as well) and control your online social listening results. You can add new queries there and start tracking recent mentions. You can also have a view of basic reports from the app interface.

Mediatoolkit app

The Brand24 app has the same purpose – to control your social listening wherever you are. You can also create projects there and set up notifications, but only as alerts from the app. 

Brand24 app

Mobile app score 

The Mediatoolkit app has more options – you can view a report, add queries, and set up real-time notifications from the app or as emails. Furthermore, it is more straightforward to use, and the user experience is better. 


The last aspect that should be considered in this comparison is pricing. Both applications offer a free trial without requiring a credit card, and both of them divide their offer into different plans.

The lowest plan in Brand24 starts from €41 per month. However, the offer is focused more on individuals than businesses because of the minimal set of features available. The higher plans (classified as professional) cost €82 for Premium or €165 for Max. They still have a limited number of keywords and users. A consultant is only available on the highest plan. 

Even though the lowest Mediatoolkit plan costs €399 per month, it contains everything you need, and it doesn’t limit your access to any features. It’s an offer suitable for any size business. You have an unlimited number of keywords and users and 50,000 mentions per month, which is an amount that can definitely show you a lot. What’s more, even in the lowest plan, you have an Account Manager and Customer Success Manager available at your service.

Pricing score 

Even though Mediatoolkit’s offer is more expensive than Brand24’s, it is more suitable for business purposes. You have an assistant that can help you if you have any problem with the system and can help you improve your brand’s reputation. The offer is also more flexible in this case. If none of the available plans suit you, you can ask for a customized offer tailored to your needs.

Final thoughts on Mediatoolkit vs Brand24: an overview

Both applications provide the same advanced features, and both are great tools that are easy to use and support your online brand’s image. However, Mediatoolkit is a better option when you want to integrate a social monitoring tool with other existing systems that you already use and make your own “tool ecosystem.”

If you need some professional assistance and you prefer a more personal approach, Mediatoolkit wins here too.

What you get:
Supported platformsFacebook, Twitter, Instagram, YouTube, Reddit, VKontakte, Trip Advisor, Web, Forums, CommentsFacebook, Instagram, Twitter, Tik Tok, Youtube, Podcasts, Images, Videos, Pinterest, Social, Reddit, Quora, Newsletters, Blogs, Forums, Reviews, News,
TV Transcripts and much more.
Unlimited keywords
Unlimited users
Boolean search
Real-time alertsOnly for Max users
Influencer dashboard
Historical dataUp to 3 monthsUp to 12 months
Data export Starts with the Premium plan
Automated actions
Account ManagerOnly for Max users
Sentiment analysis
Location & Language filter
Source filter
Mobile app
IntegrationsSlack, Zapier, API, customSlack

And that’s all, folks. If you’re interested in trying Mediatoolkit out, sign up for your free trial by clicking on the button below.

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