25 Sentiment Analysis Tools to Gauge Brand Perception and Influencer Impact

To stay competitive and build stronger connections, brands need to understand how people feel about them. Are customers feeling positive, negative, or neutral? More importantly, where can your brand improve? Gaining insight into customer sentiment is crucial for adapting and refining your strategies. Whether it's celebrating your strengths or addressing areas that need improvement, understanding how your brand is viewed will guide your decisions. However, sentiment analysis is not just for understanding your brand’s image; it is also vital for evaluating how influencers who represent your brand are perceived by their audiences.

So, what is sentiment analysis? It is the process of analyzing text data from sources like social media posts, product reviews, or online forums to determine the emotions behind the words. This method allows you to understand not just if people like or dislike something but also why they feel that way. Brands can also use sentiment analysis to evaluate influencers by analyzing their content and gauging how their followers feel about them. This helps identify which influencers are creating positive sentiment and which ones might not align with the brand’s values.

With the right sentiment analysis tools, brands can track real-time data from various sources and gain deeper insights into both customer and influencer sentiment. These tools use advanced technologies like machine learning and natural language processing to analyze and interpret emotions in the text. The more data these tools process, the more accurate and actionable the insights become. This enables brands to better understand how their image - and the images of their influencers - are evolving over time.

Sentiment analysis helps you uncover not just whether people like or dislike your brand, but why they feel that way. For example, if customers are talking about your brand’s sustainability efforts, sentiment analysis can reveal how important eco-friendly values are to them. The same applies to influencers. By tracking sentiment, brands can pinpoint which influencers are driving positive discussions and which ones may not align with their image. These insights give brands the ability to refine their strategies and connect with their audience in more meaningful ways.

In influencer marketing, sentiment analysis is particularly crucial. Influencers directly shape how your brand is viewed. Understanding how their audience feels about them is essential. Sentiment tracking helps you determine which influencers are boosting your brand’s image and which ones might not be the right fit. In this article, we’ll explore sentiment analysis platforms that help you better understand how both customers and influencers are perceived, especially across social media and other important channels.

1. HypeAuditor

HypeAuditor offers a straightforward approach to sentiment analysis for both influencers and brands, helping you understand how people feel about your content and your brand. For influencer sentiment, the platform gives you access to detailed reports that show the sentiment of comments on their most recent posts. You’ll see if the sentiment is positive, negative, or neutral, and it even breaks down how many comments fall into each category. HypeAuditor uses advanced AI and Natural Language Processing (NLP) to analyze these comments, and it also picks up on the emotional tone of emojis, which adds extra insight into how people are reacting.

For brand sentiment tracking, HypeAuditor lets you see how your brand is perceived online, as well as how competitors are being viewed. By using the competitor analysis report, you can track sentiment on platforms like Instagram or YouTube. You can input your own brand or your competitor’s account to see how people are talking about them. Within 24 hours, you’ll receive a sentiment report that helps you understand public perception. This tool lets you track overall sentiment, spot trends, and gain a better understanding of your brand’s position in the market.

Plus, HypeAuditor scans broader online conversations, picking up brand mentions and hashtags even when you aren’t tagged directly. This means you get both the hard data and the context behind it that help you make smarter decisions about your brand or influencer partnerships.

Important Features: Sentiment analysis for influencers, emoji sentiment detection, competitor analysis, brand sentiment tracking, real-time monitoring

Pricing: Available upon request

Free Trial: Available with certain limitation

Suitable Platforms: Instagram, YouTube, TikTok, Twitter

2. Sprout Social

Sprout Social is your all-in-one tool for managing social media, with built-in brand sentiment analysis and AI-powered listening. It scans millions of conversations to show you exactly how people feel about your brand. Sprout’s sentiment analysis detects the tone of comments, whether they’re positive, negative, or neutral, and provides a breakdown of each. It uses NLP for sentiment analysis to understand complex sentences and even emoji reactions. You’ll get a clear picture of customer sentiment, spot trends over time, and respond faster to your audience. Plus, it works across multiple languages, so global brands can stay in tune with every audience.

Important Features: AI-powered sentiment analysis, multilingual sentiment analysis, emoji sentiment detection, smart filtering

Pricing: Starts at $199/month

Free Trial: Yes, 30-day free trial available

Suitable Platforms: Instagram, Facebook, Twitter, LinkedIn, YouTube

3. GRIN

GRIN keeps a pulse on real-time conversations, especially for Instagram-focused brands. It instantly flags whether chatter about you is positive, neutral, or negative. With GRIN, you can track key moments, spot trends, and address concerns before they become issues. The tool helps you understand your audience’s reactions and refine your messaging to improve engagement. It also tracks conversations driven by influencers, so you can identify which influencers are creating positive sentiment and which ones may not match your brand's values.

Important Features: Social Listening, real-time sentiment analysis, influencer-driven conversation tracking

Pricing: Available upon request

Free Trial: Not available

Suitable Platforms: Instagram, YouTube, Twitter, TikTok

4. Influencity

Influencity integrates sentiment analysis throughout the influencer marketing process. By tracking sentiment scores in each campaign, it helps brands adjust their messaging and choose the best creators for their needs. It's also possible to look back at previous campaigns, including those from competitors, to better understand which approaches connect with your audience. The platform sends timely updates on branded content and hashtags, organized by sentiment, so teams can respond more effectively to both positive and critical feedback. With these insights, brands can maintain a consistent voice and thoughtful presence across every campaign.

Important Features: Sentiment analysis across influencer campaigns, real-time sentiment alerts, sentiment filtering for branded content

Pricing: Starts from $318/month, custom plan available upon request

Free Trial: Yes, 7-day free trial

Suitable Platforms: Instagram, YouTube, Twitter, TikTok

5. Talkwalker

Talkwalker adds emotional depth to brand monitoring by analyzing sentiment in online reviews, social media posts, and news coverage. This helps you keep track of how people are talking about your brand in real time. The system can recognize tone, including sarcasm and early signs of dissatisfaction, so you can address concerns before they grow. It also helps you understand how customers feel about specific products or features, giving you the context needed to adjust your approach when necessary. Over time, you can observe sentiment patterns and compare how different products are being received, which supports more informed decisions about what your audience values most.

Important Features: AI-powered sentiment analysis, sarcasm detection, sentiment trend tracking, real-time brand monitoring

Pricing: Not publicly available

Free Trial: Not specified

Suitable Platforms: Instagram, Twitter, Facebook, YouTube, LinkedIn

6. Meltwater

Meltwater’s social listening tool uses AI-powered sentiment analysis to follow public conversations across a wide range of sources, including social platforms, websites, and podcasts. It captures how people feel about your brand and highlights changes in mood or tone as they happen. With a steady view of sentiment over time, you can track shifts in perception and connect those patterns to specific campaigns or events. This helps teams respond with more context and stay focused on what shapes their reputation across channels.

Important Features: AI-powered sentiment analysis, real-time sentiment monitoring, sentiment trend tracking, multi-channel monitoring

Pricing: Available upon request

Free Trial: Not specified

Suitable Platforms: Instagram, Facebook, Twitter, YouTube, LinkedIn, podcasts

7. Sprinklr

Sprinklr is a leading platform for sentiment tracking tools designed to capture the nuances of how people talk about your brand across online channels. Using AI sentiment analysis and Natural Language Processing, the platform picks up on shifts in tone and highlights what matters most to your audience. It tracks both praise and criticism in real time, breaks down sentiment by product features, and highlights trends that build up over time. What sets Sprinklr apart is its ability to understand industry-specific language, adjusting to the terms and context that matter in your field. This gives you a sharper view of both customer and competitor sentiment, with insights that reflect the language your audience actually uses.

Important Features: Real-time sentiment tracking, industry-specific sentiment analysis, trend tracking, multi-channel monitoring

Pricing: Pricing available upon request

Free Trial: Yes, a free trial is available

Suitable Platforms: Instagram, Facebook, Twitter, LinkedIn, YouTube, blogs, news

8. Brandwatch

With Brandwatch, you get a powerful sentiment analysis tool to track customer opinions across multiple channels. Its AI can recognize signals like frustration, excitement, or concern across posts, comments, and reviews connected to your brand. This detailed emotional analysis helps brands understand the full scope of public sentiment, not just the general opinion. With support for over 40 languages, Brandwatch is well-suited for companies that need to track sentiment across different markets and cultural contexts, offering a wider lens on global brand perception.

Important Features: Emotion distribution analysis, Advanced AI sentiment analysis, Multilingual support, Sentiment classification

Pricing: Available upon request

Free Trial: Available upon request

Suitable Platforms: Instagram, Facebook, Twitter, YouTube, Blogs, News

9. Hootsuite

Hootsuite offers a sentiment analysis tool within its social media management platform which give a clear view of how a brand is perceived across channels. The sentiment-over-time graph shows changes in public mood, which can help identify early signs of support, concern, or shifts during key moments like product launches. Hootsuite’s Share of Emotion feature adds depth by revealing the emotional tone in conversations, such as joy, anger, or admiration. This kind of insight supports more thoughtful responses and helps keep messaging in tune with how people are actually feeling.

Important Features: Sentiment-over-time graph, Share of Emotion analysis, Quick Search tool for trending topics

Pricing: Starts from $99 per month (billed annually)

Free Trial: Yes, 30 days

Suitable Platforms: Instagram, Facebook, Twitter, LinkedIn, YouTube

10. BrandMentions

BrandMentions is a complete social media sentiment analysis tool that allows brands to track real-time conversations and sentiment around their products or services. The platform helps monitor online mentions from social media, blogs, news, and other websites, providing valuable insights into how people feel about your brand. It also provides historical data, helping brands understand how sentiment has evolved over time. BrandMentions sends real-time alerts for changes in sentiment, ensuring that brands can react quickly to both positive and negative shifts. This tool is especially helpful for companies looking to manage their reputation and stay ahead of potential PR crises.

Important Features: Real-time sentiment tracking, Historical data monitoring, Real-time email alerts

Pricing: Starts from $129 per month (billed annually)

Free Trial: Yes, limited free version available

Suitable Platforms: Instagram, Twitter, Facebook, YouTube, Pinterest, Blogs, News

11. Brand24

Brand24 is a leading AI sentiment analysis tool designed for monitoring web discussions. It collects information in real-time from various platforms, including social media, news sites, blogs, video channels, and review forums. This tool provides insightful sentiment analysis, helping users understand public opinion about their topics of interest. Within its "Mentions" tab, a Sentiment chart visually separates positive feedback from negative. Going deeper, Brand24's AI also identifies specific emotions like admiration, anger, disgust, fear, joy, and sadness, which are accessible through the "AI Emotion Analysis" tab.

Important Features: Real-time sentiment analysis, Emotion detection, Social media monitoring, Real-time alerts

Pricing: Starts from $149 per month (billed annually)

Free Trial: Yes, 14 days

Suitable Platforms: Instagram, Facebook, Twitter, LinkedIn, YouTube, Reddit, Blogs

12. Exolyt

Exolyt offers a sophisticated NLP sentiment analysis tool built specifically for TikTok content. This sentiment analysis software helps you grasp what users truly feel, digging into both single clips and your entire brand's video presence. You can quickly pinpoint relevant videos using sentiment and hashtag filters within its smart search. This gives businesses a clearer picture of how people see their brand, products, and industry trends. Plus, Exolyt is getting even smarter, with plans to analyze audio sentiments in TikTok videos soon.

Important Features: UGC sentiment analysis, Audio sentiment analysis (coming soon), NLP sentiment detection, Sentiment filtering

Pricing: Starts at €210 per month (billed annually)

Free Trial: Yes, 7-day free trial

Suitable Platforms: TikTok

13. Awario

Awario serves as a powerful web-based tool. This sentiment analysis software gathers data in real-time from numerous online sources like social media, forums, blogs, and websites, then quickly estimates the sentiment of these mentions. Users simply input keywords related to their brand, products, or competitors, and the tool organizes mentions by positive, neutral, and negative sentiments. A particularly useful aspect is its ability to compare sentiment data across various keyword groups, allowing for direct benchmarking against rivals. All this valuable information is presented in clear, exportable reports, ready for sharing.

Important Features: Real-time sentiment analysis, Keyword tracking, Competitor sentiment comparison, Social media monitoring

Pricing: Starts at $29 per month

Free Trial: Yes, 7-day free trial

Suitable Platforms: Instagram, Twitter, Facebook, Reddit, Blogs, News

14. Mentionlytics

As your AI-powered sentiment analysis sidekick, Mentionlytics is ready to track global brand conversations across 49 languages. This platform gathers mentions from all major social channels, review sites, and the broader web, then analyzes the feelings behind each one. Its sophisticated AI algorithms now offer more contextual and targeted sentiment analysis, even detecting irony with high accuracy. A standout feature is the Social Intelligence Advisor (SIA), which provides personalized advice based on your social listening data. SIA uses sentiment analysis to detect trolls and negative spikes, helping protect brands from potential online issues.

Important Features: Multilingual sentiment analysis, AI-powered sentiment detection, Irony detection, Real-time alerts

Pricing: Starts from $41 per month (billed annually)

Free Trial: Yes, 14 days

Suitable Platforms: Instagram, Twitter, Facebook, LinkedIn, YouTube, Reddit

15. Agorapulse

Gain insights into social media sentiment analysis with Agorapulse, as it lets you assign custom labels to incoming comments, posts, and messages. You can use simple "Positive" or "Negative" tags, or create more detailed ones to get granular insights into audience feelings. While manual labeling is an option, the Inbox Assistant automates this process, applying your chosen labels based on rules you define. This approach helps you spot emerging trends and shifts in audience sentiment early. Furthermore, Agorapulse provides instant alerts for sudden changes in brand searches or sentiment, assisting with timely crisis responses.

Important Features: Sentiment labeling, Automated sentiment analysis, Sentiment trend tracking, Inbox Assistant for automating labels

Pricing: Starts at $79 per user/month (billed annually)

Free Trial: Yes, 30 days

Suitable Platforms: Instagram, Facebook, Twitter, LinkedIn, YouTube

16. Quid

Understand market white space and consumer sentiment with Quid's long-standing investment in artificial intelligence and real-time data. This intelligent, fine-grained solution goes beyond simply measuring sentiment, digging into its causes for actionable insights. With this AI for sentiment analysis, businesses can connect data from various platforms to obtain accurate and timely understanding of public opinion. Quid Monitor tracks millions of conversations from connected consumer and market intelligence platforms. This helps anticipate consumer needs and preferences as they emerge, putting brands in a leading position.

Important Features: AI-powered sentiment analysis, Real-time consumer insights, Multi-platform sentiment analysis, Predictive sentiment tracking

Pricing: Contact for pricing (not publicly available)

Free Trial: Not specified

Suitable Platforms: Social media platforms, News sites, Blogs, Forums

17. Mention

Identify positive and negative brand mentions across the web with Mention's sentiment analysis software. This tool helps you pinpoint important information, offering filters by sentiment and allowing for precise Boolean queries. Mention monitors content from various web and social media sources, showing you how people respond to your company. It provides alerts when your keywords become popular, helping you react to any brand virality. You can also filter mentions by speaker reach, finding valuable contacts or guiding your social media strategy.

Important Features: Sentiment filtering, Real-time alerts, Competitor tracking, Boolean queries

Pricing: Starts from $41 per month (billed annually)

Free Trial: Yes, 30 days

Suitable Platforms: Instagram, Twitter, Facebook, YouTube, Blogs, News

18. Synthesio

Synthesio, a powerful social media sentiment tool, helps you understand your brand's standing by analyzing customer sentiment. It shows how audiences feel about your products, features, customer service, and even competitor initiatives. Using its command center, Beam, you can track your brand's progress around the world and monitor situations in real-time. This includes visualizing crisis management campaigns as they unfold and adjusting strategies based on sentiment development. Synthesio provides clear data on customer response to help you measure the results of your brand messaging.

Important Features: Real-time tracking, Crisis management monitoring, Campaign performance analysis, Multilingual support

Pricing: Contact for pricing (not publicly available)

Free Trial: Not specified

Suitable Platforms: Social media platforms, Blogs, News, Forums

19. CisionOne

CisionOne functions as a central media monitoring platform that includes robust sentiment analysis. This sentiment analysis platform tracks feelings over time and for individual pieces of media across social, online, print, broadcast, and podcast content. It assigns five distinct sentiment ratings: Positive, Trending Positive, Balanced, Trending Negative, and Negative. This rating system helps PR professionals identify when public opinion about coverage may be changing. CisionOne also offers React Score, an advanced AI feature that adds deeper understanding by identifying content based on emotionality or potential for controversy.

Important Features: Five-point sentiment rating, React Score, Multi-channel tracking, Media monitoring

Pricing: Available by request

Free Trial: Not specified

Suitable Platforms: Social media, Blogs, News, Print, Broadcast, Podcasts

20. Lexalytics

Lexalytics is a powerful text analysis tool that works behind the scenes for many sentiment analysis services, including Microsoft and Cision. It examines comments from surveys, social media, and reviews, understanding if they're positive, negative, or neutral. This tool also picks up on subtle meanings in complex conversations, providing suggested responses to negative feedback. You can connect Lexalytics with other software online or use it as an add-on for Excel. It's a flexible system, ready for different setup preferences.

Important Features: Advanced NLP techniques, Emotion detection, Customizable integration, Text and social media analysis

Pricing: Contact for pricing (pricing is not publicly available)

Free Trial: Not specified

Suitable Platforms: Social media, Blogs, Reviews, Surveys

21. OpenText

OpenText Magellan Text Mining, a part of the Magellan AI analytics platform, features a strong sentiment analysis module. It identifies whether statements are objective facts or personal opinions, highlighting feelings about people, products, and organizations. The tool processes content in several languages, including English, German, French, Spanish, and Portuguese. It uses AI for video and images, alongside NLP for text, to classify content and grasp sentiments, emotions like joy or anger, and even the intent behind messages. This helps users understand if documents convey a positive, negative, or neutral tone and why.

Important Features: NLP-based sentiment tracking, Multi-language support, Emotion detection, Video and image content analysis

Pricing: Contact for pricing

Free Trial: Yes, 30-day free trial

Suitable Platforms: Social media, Blogs, News, Video platforms

22. Keyhole

Keyhole offers sentiment analysis to filter posts about your brand and competitors by positive, negative, or neutral feelings. You can track sentiment around a hashtag or keyword, seeing posts sorted by sentiment over time and common associated terms. The tool lets you define your own sentiment keywords for more precise tracking. A valuable feature is the option to adjust sentiment classifications for individual posts yourself, accounting for nuances like sarcasm. Keyhole provides both real-time and historical sentiment data for trend tracking and competitive benchmarking.

Important Features: Sentiment filtering by platform and timeframe, Hashtag and keyword tracking, Sentiment trend analysis

Pricing: Not publicly available

Free Trial: Yes, 14 days

Suitable Platforms: Twitter, Facebook, Instagram, YouTube

23. Zoho Analytics

Zoho Analytics connects over 500 data sources to understand and report on customer sentiment. Brands can apply its sentiment analysis to social media, documents, reviews, and internal communications for feedback on audience feelings. The platform also looks at engagement metrics, helping gauge a post's popularity and the sentiment surrounding it. It tracks overall view counts, individual users, and total comments, providing insights into content reception. Zoho Analytics then uses an engagement score and sentiment meter to show if people feel positive, negative, or neutral about your content.

Important Features: Sentiment meter, Engagement score, Multi-channel sentiment tracking

Pricing: Starts at $20 per month (billed annually)

Free Trial: Yes, 15-day free trial

Suitable Platforms: Social media, Blogs, Reviews, Internal communications

24. Qualtrics

Qualtrics offers strong sentiment analysis capabilities, powered by its Text iQ and related tools, for analyzing large volumes of unstructured text. As data loads, it assigns one of six sentiment labels such as Very Positive, Positive, Neutral, Negative, Very Negative, or Mixed to each text response. The platform supports sentiment analysis in over 16 languages, including major global languages. It stands out by interpreting sentiment within the context of the question asked, which helps increase accuracy. Qualtrics also provides visual dashboards and reports that break down sentiment and topics for clear interpretation and sharing.

Important Features: Sentiment classification, Multi-language support, AI-powered sentiment interpretation, Dynamic dashboards

Pricing: Contact for pricing (not publicly available)

Free Trial: Yes, 30-day free trial

Suitable Platforms: Surveys, Social media, Customer feedback

25. ChatGPT

Image Source: Flickr

ChatGPT can be used to evaluate sentiment from social media posts by analyzing the tone, mood, and opinions expressed in the text. It categorizes content as positive, negative, or neutral and can even break down specific emotions like happiness or anger. By analyzing customer comments and reactions to campaigns, ChatGPT helps businesses understand how their audience feels about their brand, products, or services. It is especially useful for tracking overall brand sentiment or assessing customer satisfaction in real-time. To use it, simply provide the social media posts or comments you want analyzed, and ChatGPT will process the data and provide clear insights into customer sentiment. The best practice is to clean the data before analysis, ensuring that irrelevant or low-quality content is removed. Avoid using large datasets without filtering, as it can result in inaccurate insights.

Important Features: Real-time sentiment analysis, Emotion detection, Customizable analysis for brand or campaign

Pricing: Free for basic access, paid plans available for premium features

Free Trial: Yes, free for basic use

Suitable Platforms: Social media posts, Customer feedback, Campaign reactions

Conclusion

Understanding how people truly feel about your brand and those who represent it really matters for your place in the market. The social media sentiment analysis tools we've explored here offer different ways to get that understanding. These platforms look at tons of text data from social media and reviews, even showing how influencers are seen. They help you sort comments into positive, negative, or neutral, and spot new trends, giving you a better grasp of where your brand stands.

Analyzing sentiment reveals the actual feelings that shape brand perception. This also helps find influencers who are a good match for your brand, by showing how their audience responds to them. When public opinion changes, knowing these views assists in making sound choices. Selecting the proper sentiment tool affects how your brand connects with its audience and how you choose partners for your message.