Figo vs Brand24 for competitor monitoring
Figo vs Brand24. Brand24 listens for mentions of a name across millions of sources, with sentiment. Figo watches what rivals change each week. Prices and gaps.
Brand24 is a social listening tool. Give it a name and it finds where that name is mentioned across what it says are more than 25 million online sources, including social media, news, blogs, videos, forums, podcasts and reviews, with a sentiment label on each mention. Ten of the 48 AI assistant answers we counted in September 2026 recommended it for competitor monitoring.
Figo vs Brand24 is listening against monitoring. Brand24 tells you what people say about a company. Figo tells you what the company did: the ads it launched, the pages it rewrote, the prices it changed. You can point either one at a competitor, and they will come back with different news.
Prices below were read from each vendor's own pricing page on 4 October 2026.
Two different questions
Listening watches conversation. Who mentioned this name, where, how far it travelled and how people felt. It is the right tool for your own brand, for spotting a complaint before it spreads, and for measuring how much a rival is talked about.
Monitoring watches actions. What a competitor published, advertised, priced and collected in reviews this week. It is the right tool for deciding what to change in your own marketing.
The two get confused because both can be aimed at a rival. Social listening vs social monitoring sets out the difference in more detail. Buying one and expecting the other is the usual mistake.
Figo vs Brand24 compared
| Figo | Brand24 | |
|---|---|---|
| The question | What did my competitors change this week | Who is talking about this name, where, and how warmly |
| Mentions of your own brand | No | Yes, the main use |
| Sources | Competitors' sites, ad libraries, social profiles, Reddit and review listings | 25M+ sources: social, news, blogs, video, forums, podcasts, reviews |
| Sentiment | No | Yes |
| Speed | Weekly check, Monday briefing | Real-time alerts |
| Competitor ads | Google, Meta and TikTok ad libraries, with creatives | Not covered |
| Page edits, pricing pages, rankings | Yes | No |
| Reviews | Google and Trustpilot rating, count and star spread | Review mentions as one source |
| Threads about each competitor, filtered by a language model | Reddit mentions among its sources | |
| Entry price | $49 a month, 3 competitors | $199 a month billed annually or $249 monthly, 3 keywords, 1 user |
| Trial | 7 days of Starter, no card | 14 days, no card |
Where Brand24 is better
Your own brand. This is the big one. Brand24 catches people talking about you, on X, Facebook, Instagram, YouTube, TikTok, LinkedIn, Reddit, podcasts, news sites and blogs. Figo does not track your own brand mentions at all.
Speed. Brand24 alerts are built to react as a mention appears. If a complaint is going viral on a Tuesday, Brand24 will tell you on Tuesday. Figo checks once a week and will not.
Sentiment. Every mention is labelled positive, neutral or negative, across 108 languages according to Brand24. Figo has no sentiment scoring.
Breadth of sources. News, podcasts, video, forums and networks Figo never touches, including X, YouTube, TikTok posts and LinkedIn.
Reports for the comms team. Shareable dashboards, presentation-ready exports and AI Insights weekly reports with trends and recommendations.
Where Figo is better
It watches what rivals do, not what is said. A competitor launching a new landing page and twelve Meta ads behind it may generate no mentions at all. Figo reports it anyway, because it reads the competitor's site and the Meta Ad Library directly.
Ads, pages, prices and rankings. Google, Meta and TikTok ads with creatives and landing pages, page edits with the before and after wording, the pricing page read as plans and prices, and Google rankings with estimated traffic. Brand24 covers none of them.
Reviews as numbers. Brand24 finds review mentions. Figo tracks each rival's Google rating, review count and star spread, plus Trustpilot, week by week, so you can see who is collecting reviews faster.
A briefing, not a feed. Listening tools produce volume. Figo's Monday email says what changed, links the evidence and gives one thing to do. See a sample briefing.
What three competitors cost in each
Brand24 prices by monitored keywords and mentions. If your brand and three rivals take one keyword each, that is four keywords, one more than the Individual plan's three. The next tier, Team, is $299 a month billed annually or $349 monthly, with 7 keywords, 10,000 mentions a month and unlimited users. An API is available for a further $149.
Figo Starter watches three competitors for $49 a month, with your own website tracked alongside without using a slot. The two bills buy different things, so the fair comparison is which question you need answered, not which number is lower.
Picking between them
Pick Brand24 if you need to know what people say about your brand, you handle reputation or PR, sentiment matters, or you need to hear within minutes rather than days. Brand24 alternatives and Brand24 pricing cover the other listening tools and the plan limits.
Pick Figo if you want to know what your competitors changed in their marketing each week and what to do about it, and conversation volume about them matters less than their actions.
Do not pick Figo if you need your own brand mentions, sentiment, real-time crisis alerts, news coverage or X. Figo does none of these.
Use both if you run marketing and comms together: Brand24 for the conversation, Figo for the competitors' moves. For a free start on the Reddit part of listening, Reddit monitoring shows how to do it by hand.
Questions people ask
Does Figo track mentions of my own brand?
No. Figo tracks competitors, and its Reddit check looks for threads about the competitors you add. For mentions of your own brand across news, blogs and social, a listening tool such as Brand24 is the right buy.
How much does Brand24 cost?
The Individual plan is $199 a month billed annually or $249 month to month, for 3 keywords and 2,000 mentions. Business is $599 to $699 a month, and Enterprise starts at $1,499. Read from its pricing page on 4 October 2026.
Does Brand24 do sentiment analysis?
Yes. It labels each mention positive, neutral or negative automatically. Figo does not score sentiment at all.
Can Brand24 track competitors?
Yes, by adding a competitor's name as a monitored keyword, and it builds competitive analysis reports. It tells you how often and how warmly a rival is talked about, not what the rival changed in its ads, pages or prices.
See it on your own competitors
Figo checks their ads, pages, rankings and reviews every week, then tells you what to do in plain words. Set up in two minutes.
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