The company’s research dashboard develops audience insights, trend analysis and consumer reports from conversations on platforms Reddit, TikTok, YouTube, Instagram, X and LinkedIn.

It transcribes speech, reads on-screen text, and detects objects and logos in video frames, with mentions labelled by AI across dimensions including sentiment, emotion and intent.

As part of the update, the company has added audience demographics with Ocean psychographics, native integrations with AI assistants and a social media trends tracker.

Other changes include new AI-based listening agents to carry out continuous brand monitoring and answer questions about collected data.

“Most social listening tools count keyword mentions. That tells a marketer how loud a topic is, not why people care,” said Viktor Surkov, founder of Buzzabout.

Surkov added that the platform “reads conversations the way a researcher would: it extracts the pain points, the objections, and the exact language an audience uses, across video and audio as well as text”.

Buzzabout is based in Lisbon, Portugal.