Reporting
How to Write a Weekly Brand Intelligence Report
Published: 2026-06-06
A good weekly brand report should explain volume changes, sentiment drivers, topic attribution, competitor context, evidence samples, and next actions.
Keywords: brand monitoring report, weekly brand report, social listening report, reputation report
Executives do not need a dashboard dump
A weekly report should answer four questions: did public discussion change, why did it change, is there a risk or opportunity, and what should the team do next?
If the report does not answer those questions, it is only a data export.
One-page summary
| Section | What to write |
| --- | --- |
| One-line judgment | Growth, stable, volatile, or risk state |
| Key changes | Three numbers that matter |
| Main driver | Platform, topic, campaign, competitor, or event |
| Watch item | The most important risk or opportunity |
| Next action | Who should do what next week |
The first page should be readable without opening the dashboard.
Body structure
Start with the conclusion, not the count. Then explain volume changes, sentiment and topic drivers, competitor context, representative public mentions, and next actions.
A useful sentence sounds like this:
Public discussion increased this week, mainly from Xiaohongshu experience posts and Douyin comments. Negative share did not rise with volume, so the movement looks more like content spread than risk escalation.
That is more useful than “1,842 mentions were collected.”
Evidence samples
Choose five to ten samples that explain the trend: high-engagement positive mentions, high-engagement negative mentions, common questions, competitor comparisons, and platform-specific examples. Each sample should link back to the public source.
Escalation rules
Escalate when negative volume rises for several days, influential accounts join, the same issue appears across platforms, media or search results pick it up, or the topic involves safety, legal, minors, medical, or financial sensitivity.
Searchore reports should keep the evidence chain intact: trend, sample, source, and action.