Falcon.io was a solid publishing and engagement platform until Brandwatch absorbed it. Customers who bought it to publish suddenly found themselves inside a consumer-intelligence company, where publishing is no longer the main event.
That's the whole decision. Bought Falcon for listening? You're in the right place. Bought it to publish? You're paying listening prices for it.
TLDR: Stay on Brandwatch if listening is where the value is. If you mainly used publishing and engagement, move to Mydrop, Sprout Social or Agorapulse, and buy listening separately only if you really use it.
Mydrop pricing check, September 2026: the entry paid plans of the eight tools most often compared with Mydrop run from $6 per channel (Buffer) and $25 a month (Later) to $99 per user (Hootsuite) and $199 per seat (Sprout Social), read on each vendor's pricing page. Mydrop is free to start, then $19 a month flat, not per seat. Full table on Mydrop's compare pages.
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
- The product focus moved to listening, because that's where the company invests.
- Pricing now reflects a consumer-intelligence platform, not a publishing tool.
- The publishing roadmap slowed next to specialist tools.
- Package sprawl. Teams often end up paying for modules nobody uses.
1. Sprout Social: the enterprise-publishing replacement
Need the enterprise shape, reporting and governance? This is the closest fit.
Skip it if the number of seats makes the pricing unworkable.
2. Agorapulse: if engagement was the job
Strong inbox and moderation, which is what many Falcon customers used every day.
Skip it if you have lots of profiles per brand.
3. Brandwatch: stay, if listening is real
If your team runs research and share-of-voice work, you're already in the right place.
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
You get brand separation, governance and white-label reporting, plus monitoring for brand mentions rather than a full research platform.
When staying is correct
If your organisation really does run consumer research, track share of voice and feed listening data into planning, Brandwatch is among the best in the world at it. Leave, and you'd lose the very capability you bought.
Separating publishing from listening
- Audit which modules you used last quarter. That usually settles the decision.
- Export your listening queries and historical reporting before changing anything in the contract.
- Replace publishing first, since it's the daily work.
- Buy listening separately only if the audit showed real use.
Paying enterprise intelligence prices just 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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