Falcon.io was a solid publishing and engagement platform before it was absorbed into Brandwatch. Customers who bought it for publishing found themselves inside a consumer-intelligence company where publishing is no longer the centre of gravity.
That is the whole decision: if you bought Falcon for listening, you are in the right place. If you bought it to publish, you are paying listening prices for it.
TLDR: Stay on Brandwatch if listening is the value. If publishing and engagement were what you used, move to Mydrop, Sprout Social or Agorapulse and buy listening separately only if you genuinely use it.
The 6 alternatives at a glance
| Tool | Best for | Watch for |
|---|---|---|
| Mydrop | Publishing, approvals and reporting | Listening is monitoring, not enterprise intelligence |
| Sprout Social | Enterprise publishing and reporting | Priced per seat |
| Agorapulse | Engagement and inbox depth | Per-profile pricing |
| Hootsuite | Familiar enterprise procurement | Breadth over depth |
| Brandwatch | Listening and consumer research | Overkill for publishing |
| Emplifi | Enterprise CX suites | Heavy implementation |
What changed after the merger
- Product focus moved to listening, which is where the company invests.
- Pricing reflects a consumer-intelligence platform, not a publishing tool.
- Publishing roadmap slowed relative to specialists.
- Package sprawl. Teams often carry modules nobody uses.
1. Sprout Social: the enterprise-publishing replacement
If you need the enterprise shape, reporting and governance, this is the closest fit.
Skip it if seat count makes the pricing impossible.
2. Agorapulse: if engagement was the job
Strong inbox and moderation, which is what many Falcon customers actually used daily.
Skip it if you have many profiles per brand.
3. Brandwatch: stay, if listening is real
If your team runs research and share-of-voice work, you are already where you should be.
Skip it if nobody has opened a listening query this quarter.
Mydrop: publishing without the intelligence premium
For teams whose daily work is the calendar and the client report:
- workspaces and roles
- multi-brand content calendar
- approval workflows and a no-login client portal
- white-label PDF reports
- social monitoring
Brand separation, governance and white-label reporting, with monitoring for brand mentions rather than a full research platform.
When staying is correct
If your organisation genuinely runs consumer research, tracks share of voice and uses listening data in planning, Brandwatch is one of the best in the world at that. Leaving would cost you the capability you actually bought.
Separating publishing from listening
- Audit which modules were used in the last quarter. This usually settles the decision.
- Export listening queries and historical reporting before any contract change.
- Replace publishing first, since it is the daily work.
- Buy listening separately only if the audit showed real use.
Paying enterprise intelligence prices to schedule posts is the most common overspend in this category. Start free with Mydrop and price the two jobs separately.
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