Mulberry · Market landscape
A living view of which data sources brand teams are using to monitor perception, track share of voice, and catch issues before they escalate. Updated as the market shifts.
Brand tracking inside AI answers
2025 to 2026
Generative Engine Optimization is now a live tracking category, watching how a brand gets described and recommended inside ChatGPT, Perplexity, Gemini, and Claude. It is early, and it is where reputation tools are visibly investing next.
Read More: meltwater.com
Conversation moving to communities
June 2026
Brand conversation is dispersing into smaller, community-shaped spaces. Threads passed 500 million monthly users and took Communities out of beta, and Meta launched Forum, a Reddit-style app for group discussion. Broad social listening misses signal that now forms inside communities.
Read More: techcrunch.com, techcrunch.com
Long-form content returning
May to June 2026
Longer-form content is returning after years of short-form dominance. Bluesky added long-form articles and Mastodon added newsletters, and reputation increasingly forms in longer content that a mention-counting approach underweights.
Read More: techcrunch.com, techcrunch.com
Reddit access closing
2026
Reddit is closing its open, machine-readable access. It moved to shut down the unauthenticated endpoints that allowed scraping for years, and as of mid-2026 old Reddit requires a login. As demand for Reddit keeps rising, free anonymous collection is ending, which raises the value of compliant, licensed coverage for a source this central to consumer sentiment.
Read More: reclaimthenet.org
| IntegratedActive features of platforms | |||
| Source | Buyer Expectation | Demand Trend | Providers |
|---|---|---|---|
| X | High | Stable | 18 |
| High | Stable | 11 | |
| High | Stable | 14 | |
| TikTok | High | Growing | 18 |
| High | Growing | 15 | |
| YouTube | High | Declining | 17 |
| TripAdvisor | Medium | Declining | 3 |
| G2 | Medium | Declining | 3 |
| Glassdoor | High | Stable | 5 |
| Indeed | Medium | Stable | 4 |
| Substack | Medium | Declining | 0 |
| High | Growing | 12 | |
GrowingStableDecliningProviders = tracked provider count in Sourced. | |||
| ImplementingAdding or planned additions | |||
| Source | Buyer Expectation | Demand Trend | Providers |
| LLM Conversations‡ Generative Engine Optimization tracks how a brand gets described, mentioned, and recommended inside ChatGPT, Perplexity, Gemini, and Claude conversations. Kept as one combined source rather than split by model, since the reputation use case is the answer a buyer sees, not any single assistant. This is where reputation intelligence tools are visibly investing next. | High | Growing | 2 |
| Podcasts Podcast coverage now extends past 20,000 shows as a standing part of the tracking stack, and audio-monitoring extracts spoken brand mentions the same way it does from video, evidence podcast transcription has moved from a differentiator to a baseline expectation. | Medium | Growing | 2 |
| Threads Threads now sits under both engagement and analytics integrations, a sign platform API access there has matured enough to support real listening workflows rather than just posting. | Medium | Growing | 7 |
| Trustpilot Trustpilot reviews are read, replied to, and tagged natively through a paid account integration, and much of the SMB reputation pitch across the category is built around this same platform. | High | Stable | 2 |
| Yelp Yelp integrates natively into review management suites across the category, still the default for US consumer service friction. | Medium | Declining | 3 |
| RedNote‡ Coverage of Xiaohongshu runs through an indirect partner integration rather than a direct connection, real access, but worth distinguishing from platforms tracked natively. | Medium | Growing | 1 |
| Capterra Capterra functions similarly to G2 for mid-market software buyers, standard across B2B reputation suites for tracking selection timelines and feature validation. | High | Stable | 3 |
| TrustRadius TrustRadius covers longer-tail software reviews than G2 or Capterra typically surface, useful for validating deep feature comparisons rather than headline sentiment. | Medium | Stable | 1 |
| Bluesky Vendor capability and buyer demand are pulling in opposite directions here. Live premium Bluesky listening confirms real vendor-side implementation, but client engagement data shows volume declining as users cross-post the same content to larger platforms rather than building a dedicated Bluesky audience, a genuine tension between what can technically be listened to and what buyers actually need listened to. | Medium | Stable | 7 |
| Broadcast/Radio Thousands of television and radio stations are covered directly, with broadcast transcription treated as core infrastructure rather than a bolt-on service the way legacy PR monitoring tools once did. | Low | Growing | 1 |
| WooCommerce WooCommerce rounds out the same validated e-commerce trio as Amazon and Shopify, coverage built for the large share of small and mid-size retailers running self-hosted stores rather than a major platform. | Medium | Declining | 1 |
GrowingStableDecliningProviders = tracked provider count in Sourced. | |||
| InterestExploring and planning | |||
| Source | Buyer Expectation | Demand Trend | Providers |
| Blind‡ Glassdoor sits in the core reputation tier across the category; Blind is adjacent but not yet part of the standard reputation-monitoring stack. Whatever coverage exists likely comes from general web scraping rather than a native connection. | Low | Growing | 0 |
| Douyin‡ Douyin sits in the same position as Xiaohongshu: real coverage exists, but it runs through an indirect partner integration rather than a standalone connection, a distinction that matters for coverage completeness. | Medium | Stable | 0 |
| Fishbowl‡ Fishbowl is an early watch item rather than a standard part of the reputation-monitoring stack, one to track as anonymous workplace sentiment gains weight in brand perception. | Low | Growing | 0 |
| ConsumerAffairs‡ ConsumerAffairs is tracked for fraud and billing-dispute complaints that affect SEO visibility, a secondary but real complaint surface alongside the major review sites. | Low | Stable | 1 |
| Better Business Bureau Reputation platforms publish standing guidance on managing Better Business Bureau complaints, treating formal escalations there as a baseline credibility signal. | Low | Stable | 1 |
| Temu‡ Temu isn't yet part of the standard reputation-monitoring stack. Top-tier listening platforms concentrate on Amazon, Shopify, and WooCommerce instead. | Low | Declining | 1 |
| Shein‡ Shein shows the same gap as Temu: not yet part of the standard reputation-monitoring stack, despite real category interest in tracking fast-fashion copyright and labor sentiment issues. | Low | Declining | 2 |
| MercadoLibre‡ MercadoLibre is the core source for Latin American e-commerce reputation, marketplace review and complaint tracking across the region that general listening tools underweight. | Low | Stable | 1 |
GrowingStableDecliningProviders = tracked provider count in Sourced. | |||
‡ Reflects Sourced's direct market assessment.
Already evaluating a provider behind one of these sources?
See how it works for you on KeyKit →Want Mulberry to do the sourcing for you? Talk to Mulberry