The engagement rate gives us an assessment of the quality of the content, independent of the number of followers an account has.

What is the engagement rate

Engagement rate is a metric used to assess the average number of interactions your social media content receives per follower.

The engagement rate is calculated as the total number of interactions your content receives divided by your total number of followers, multiplied by 100%.

In simpler terms, it’s a measure of how well your content performs independently of your follower count.

What counts as an interaction depends on the platform, but most often refers to likes, reactions, shares, and comments.

Why should you track engagement rate

Because you’re factoring in the number of followers you have, your engagement rate provides an honest assessment of the quality of your content.

For example, if a brand has millions of followers, but only receives a few dozen interactions per post, it’s likely they’re not producing high-quality content.

Contrast that with an account that only has a few thousand followers but gets tons of shares and comments every time. That would gain a high engagement rate.

The engagement rate can also shed light on the differences between digital commerce vs ecommerce strategies. If you have a low engagement rate, it’s possible that you’ve gained a large following that isn’t your target customer, highlighting the importance of aligning your content with your specific audience’s preferences and interests.

Or perhaps, you have been able to reach a following from brand recognition alone, but you’re not creating the social media content your audience wants.

Try experimenting with a content creation tool and create posts that establish credibility, connect with your audience, and increase your engagement rate. 

How to calculate engagement rate

The engagement rate is calculated as total engagement divided by total followers, multiplied by 100%.

The engagement rate formula is:

Engagement Rate = Total Engagement / Total Followers x 100%

In this case:

• Total Engagement = the sum of all interactions (shares, comments, reactions, etc.)
• Total Followers = the number of people who follow your account

For example, if Company A posted on Facebook to their 10,000 fans and received:

• 200 likes
• 100 comments
• 50 shares

This means that their total engagement would be 350 (200+100+50). Let’s plug this into the equation:

Company A’s Engagement Rate = 350 / 10,000 x 100% = 3.5%

And there you go! Now you can create your own engagement rate calculator with this easy formula.

Read More: How Do I Calculate Social Media ROI?

What is a good engagement rate

In order to determine if your engagement rate is good or bad, it must be benchmarked against something else. And you can start by asking yourself what is your end goal, and measure accordingly.

• How your content performs in a given time period (benchmark against your own engagement rate over time)
• Compares your performance against competitors (benchmark against your key competitors)
• Create a benchmark for your industry social media engagement performance (benchmark against top industry players)
• Compare your performance on different social media platforms. (benchmark against your own social media profiles)

Usually, this would take hours of calculating or reporting. However, a tool like Keyhole would calculate your engagement rate in real-time and within seconds. You can also see how your content has performed over time, as well as use “Comparisons” to stack your profiles against each other and competitors.

This is one of the many ways in which Keyhole users can unlock powerful social media ROI specifics, and save over 5 hours every week from manual reporting, calculating, and benchmarking.

Read More: Top 17 Facebook Analytics Tools To Measure Page Performance

Final words

However, just calculating the engagement rate is not enough. You need a social media analytics tool to decipher all crucial metrics to understand your impact on social media. 

Keyhole is the tool you might need to make data-driven decisions while streamlining social media management efforts. On top of campaign tracking, influencer marketing, and social listening, you can also schedule and publish your social media posts on one platform.

The post How To Calculate Engagement Rate In 2024 + Free Tool Included appeared first on Keyhole.

Did your competitor’s post go viral, but are you struggling with dwindling likes? Or are you absolutely clueless as to why competitors are outranking you? 

We get that frustration! Despite having a solid strategy in place, you will see a discrepancy in performance. 

As per recent surveys, 90% of the Fortune 500 companies use competitive intelligence to their advantage. At the same time, 56% of executives keep an eye on their potential competitors and make plans to conquer new markets in the following three years.

These power stats reveal how crucial competitor analysis is as a part of rudimentary marketing. But you can soar high with the right set of tools. 

There are tons of competitor analysis tools for accomplishing a specific goal. However, not knowing which tool to use for what purpose will land you in a fog.

Before we introduce you to our top recommendations, let’s first see how this vital course of action pays big time. 

Why do you need competitor analysis in the first place?

If you were going into battle, would you charge in blindly without knowing anything about your opponent? Of course not! 

You’d want to know their strengths, weaknesses, and strategies so you could come up with a plan to defeat them. The same goes for business – you need to know your competition inside and out if you want to come out on top.

Competitor analysis tools can help you do just that. These tools allow you to track your competitors’ marketing efforts, pricing strategies, and customer reviews. You can see what’s working for them and what’s not and use that information to improve your own business.

Let’s say you run a small coffee shop and need help to attract customers. Use a competitor analysis tool to see what other coffee shops in your area are doing. 

You find out that a competitor is offering a loyalty program that’s really popular with customers. You could then implement a similar program at your shop to attract more customers.

That’s just one of the many instances where competitor analysis can be super handy. Here are some advantages of why you should invest in competitor analysis for guaranteed brand  growth:

1. Identify market gaps

Discover gaps in the market that your brand can fill. This can help you offer something unique and valuable to your customers, which can lead to growth.

2.  Improve product development

By understanding what your competitors are doing well and what they’re not, you can improve your own product development. You’ll be able to create better products that meet your customers’ needs.

3.  Stay ahead of trends

Keeping an eye on your competitors will let you stay ahead of trends in your industry. Be proactive in your business decisions and get your brand grooving to the beat.

4. Improve pricing strategies

Observe your competitors’ pricing strategies and know how much your customers are willing to pay for your products or services. Then, set up competitive prices to attract more customers and increase your overall revenue.

5. Benchmark performance

Monitoring competitors’ performance metrics will help you  benchmark your own performance. This can help you set goals and track progress toward growth.

6. Anticipate threats

Anticipate potential threats to your business, such as new entrants or changes in the market. Be prepared for these threats and minimize their impact on your growth beforehand.

Now that you know the umpteen opportunities that prompt competitor analysis can unlock let’s get you in action.

7 competitor analysis tools you can leverage right away 

It’s difficult to determine the exact category count of competitor analytics tools. But with the common goals of branding, here are the major ones with our top recommendations. 

1. SEO competitor analysis

SEO is the first step towards growing any brand organically. However, it’s not enough to simply optimize your own website for search engines – you also need to keep an eye on what your competitors are doing. That’s where an SEO competitor analysis tool comes in.

By using a proper tool, gain valuable insights into your competitors’ SEO strategies. See what keywords your competitors rank for, how much organic traffic they’re getting, and what content performs best for them. This information will help you spot the leaks in your own SEO strategy. 

Check for what keywords your competitor is ranking for, and if you are not targeting it, consider creating content around those keywords to capture some of that traffic. Or if you see that a competitor is getting a lot of traffic from a certain type of content (such as infographics or videos), go ahead and experiment with creating similar content to see if it resonates with your audience.

Recommended tool: Ahrefs

Pricing: $99-$999/month

Ahrefs is a top pick for SEO competitor analysis tool for several reasons. Firstly, it provides a comprehensive set of tools for analyzing competitors’ SEO strategies. 

With Ahrefs, you can analyze their competitors’ backlink profiles, identify top-performing keywords and pages, and track search engine rankings. It also has a large database of indexed pages to get a complete picture of your competitors’ online presence. 

Here are the top features of Ahrefs:

• Analyze any website’s backlink profiles, organic search traffic, and top-performing pages and keywords.
• Research keywords with accurate search volume data, keyword difficulty scores, and advanced metrics.
• Find the most popular content in any niche, track social shares, and analyze top-performing articles’ backlinks and organic traffic.
• Monitor your website’s search engine rankings over time and track your progress against competitors.
• Identify technical issues on your website and get actionable recommendations for improvement.
• Set up alerts for natural backlinks, lost backlinks, and mentions of your brand or competitors.
• Compare the backlink profiles of up to multiple websites and identify link-building opportunities.

Sarah G

I mainly use Ahrefs for keyword research and monitoring and for this it is an amazing tool and great for both long-tail and general keyword discovery. This in turn can help with blog research and both informational and conversion-based terms.

Evelyn A

Ahrefs is a user-friendly interface that provides a significant amount of data regarding a website’s SEO, conveniently organized into reports. The backlink and organic keyword reports are my faves.

2. Social media competitor analysis

Social media is indispensable for building brand awareness, engaging with customers, and driving traffic to your website. But just posting content on social media and hoping for the best won’t do. Watching out what your competitors are doing is essential too. That’s where a social media competitor analysis tool comes in.

Such tools show what types of content your competitors are posting, how often they’re posting, and how their audience engages with them. This will help you ideate your social media strategy for better engagement rate and reach opportunities.

For example, if you spot your competitor getting loads of engagement on their Instagram Stories, try experimenting with similar content types to see if it resonates with your audience. Or, if you see that a competitor is using Twitter to provide customer support, consider doing the same to facilitate your customer service.

Recommended tool: Keyhole

Pricing: Custom

Keyhole is a powerful social media competitor analysis tool with many benefits to getting you that competitive edge on social media. Its social media monitoring features studies competitors’ campaigns, influencers, and social media strategies. Track social media metrics, uncover competitors’ strengths and weaknesses, and take advantage of them.

Keyhole also provides real-time data and analytics to monitor competitors’ social media activity as it happens. Stay up-to-date on their latest social media strategies and adjust your own accordingly. The platform even provides a visual dashboard that is intuitive and shareable, allowing you to easily track hashtags, keywords, and accounts in one go.

Use Keyhole’s QuickTrends feature to identify trends and patterns across multiple social media platforms quickly. Notice a particular hashtag is trending? Just add that to QuickTrends and see its popularity breakdown. 

Not just competitors, track anything that’s generating a lot of buzz on social media and select the time range. You’ll get an idea if the trend is worth the hop.

Here’s a list of features that make Keyhole an excellent choice:

• It offers comprehensive social media monitoring features to track hashtags, keywords, and accounts across various platforms.
• Monitor various social media metrics, including engagement rates, sentiment analysis, and audience demographics.
• Schedule unlimited posts on top social media platforms at the optimal time to share for better reach. 
• Identify potential partners for influencer marketing campaigns and track their performance.
• Reports can be customized and exported in various formats, including PDF and Excel.
• Keyhole uses machine learning and natural language processing to provide automated sentiment analysis of social media conversations. 
• Set up customizable alerts for specific keywords, hashtags, or accounts.
• It also provides historical data analysis to track trends and patterns over time. 
• It offers API integration with various third-party tools, including these Slack alternatives, Zapier, and Google Sheets.

Tasmy G

I like how easy it is to generate my analytics report for my social media channels. The hashtag tracker is particularly useful and the insights have proven to be of great use for our campaign. 

Maria S

I like that I can track outside web mentions of what other people are saying about my company, as well as the ability to find influencers based on who is already talking about our company. It is also great to have one dashboard in which I can follow high rate analytics for all of our social domains, instead of jumping from each individual platform. 

3. Content marketing analysis

Content marketing is the prime activity of every marketer. And competitor analysis is an essential part of content marketing to understand and create a strategy that sets them apart. 

By analyzing competitors, create content to outdo them. Attract new customers and retain existing ones by adding more value than your competitors. 

Additionally, competitor analysis gives you an idea of what is working in their industry and what is not. It also helps to shortlist what type of content in what tone is trending on their website, like video marketing, website copy, feature sets, and more. 

Recommended: BuzzSumo

Pricing: $119-$999/month

BuzzSumo is a great tool for content marketing competitor analysis. Know the most popular content in your industry, track competitors’ content, and analyze your own content’s performance. With BuzzSumo, see which topics resonate with your target audience and identify key influencers. 

Additionally, BuzzSumo offers a range of features that make it easy to monitor competitors’ content, such as alerts when new content is published and the ability to track social media shares. Get insights into the content performance across different social media platforms, making creating optimized content for specific platforms easier.

Here’s a feature list that makes BuzzSumo a great choice:

• BuzzSumo analyzes content performance across different social media platforms.
• Identify key influencers in a particular industry or niche to build relationships with these influencers and amplify content.
• It can send alerts when new content matches specific keywords or topics to stay on top of industry trends and breaking news.
• Get detailed insights into the backlinks of a particular website or piece of content for testimonial link building, and improve search engine rankings.
• BuzzSumo offers a range of reporting options, including customizable reports tailored to specific needs and goals.

Stephen F

The content suggestion tools make it very easy to find topics with maximum potential reach for one’s posting and alliances. It’s very useful to be able to know what else is going on. 

Zahabiya K

The best part is analyzing backlinks using keywords. It really helps us know the competition and create strategies accordingly. Also, it has many other useful features which I think are better than other sites like Niel Patel. 

4. Competitive pricing analysis

Competitive pricing analysis is essential for a brand’s growth as it helps to understand the market dynamics. By analyzing competitors, a brand can experiment with its own pricing strategy and gain a competitive advantage. 

Such analytics help a brand to identify areas where it may be overpriced or underpriced compared to its competitors and adjust its pricing accordingly. A brand can attract more customers and increase its market share by staying competitive with pricing. 

Competitive pricing analysis is also vital in product development, so you know what new products or services can be introduced. 

Recommended: Prisync

Pricing: $99-$399/month

Prisync is an amazing competitive pricing analysis tool due to several reasons. Firstly, you can track your competitors’ prices and product assortments in real-time, giving you a dynamic market view. Use it and stay competitive by adjusting your prices accordingly.

It offers daily or instant notifications for price and stock changes to respond quickly to changes in the market. You also get detailed Excel reports to identify trends and make informed decisions about pricing strategy. 

Prisync also boasts proactive customer service, with 24/7 online support staff available to answer any inquiries.

Here’s why Prisync is a preferred option for competitor’s pricing analysis:

• Prisync provides a detailed analysis of competitors’ pricing strategies.
• It monitors the performance of products in terms of sales, revenue, and profitability.
• Customize your dashboard to suit specific needs and preferences.
• Track competitors’ prices and product assortments in real time.
• Get daily or instant notifications for price and stock changes to respond quickly to changes in the market.

Mark S

We love the way Prisync keeps us informed regarding our pricing compared to competitors. The dynamic pricing function takes a bit of time to work out, but really is helpful. Dealings with staff, both pre-sale and post-sale have been very positive. 

John C

We’ve been using Prisync for about 3 years and they’ve been brilliant to deal with the whole way through. Their support is faultless and the platform itself is very intuitive to use and maintain. 

5. Product feature competitor analysis tool

Product feature competitor analysis is for digging out the top product features of competitors. As a brand, you can identify areas where you can improve your products, differentiate yourself from competitors, and gain a competitive advantage. 

This analysis can impact areas where you may need to catch up on your competitors and adjust your product offerings accordingly. You can attract more customers and increase your market share by staying competitive with product features. 

Explore areas where competitors are weak and develop products or services that meet customer needs and stand out in the market.

Product feature competitor analysis is a valuable tool to improve product offerings, increase market share, and drive growth. 

Recommended: G2

Pricing: On request

G2 is a popular choice for product competitor analysis due to its extensive database of user reviews and ratings for various products and services. Know how to compare your products to your competitors regarding customer satisfaction, features, pricing, and more. 

It offers a range of tools and features for product analysis, including customizable dashboards, real-time data updates, and API integration with other tools. It provides a comprehensive market intelligence platform that includes competitor analysis, customer feedback analysis, and win-loss analysis. 

With its extensive database of user reviews and ratings, customizable dashboards, and market intelligence platform, G2 is a comprehensive solution for product competitor analysis.

Here are some features that make G2 the first choice:

• It has an extensive database of user reviews and ratings for various products and services.
• Customize dashboards to suit your needs and preferences, including the ability to track competitors, monitor customer feedback, and analyze market trends.
• It provides real-time data updates for product analysis to stay up-to-date on changes in the market and adjust product offerings accordingly.
• G2 offers API integration with other tools to automate product analysis and integrate with existing workflows.
• Get a range of reporting and competitor analysis tools for product analysis, including customizable reports, data visualizations, and trend analysis.

Mark C

G2 marketing solutions help people to choose what application they would buy by providing reviews from all users who have experience with a certain application. 

Jake S

I use G2 to collect customer reviews. As a Customer Marketer, that stuff is like pure gold to me. Both from a product feedback standpoint and from a market perception standpoint, nothing is more valuable than a constant influx of customer reviews. 

6. Customer feedback analysis 

Customer feedback and competitor analysis are critical to branding to understand what your ideal customers want, what they like and dislike about a brand, and how they perceive it compared to competitors. 

You can use it to improve the brand’s products or services, customer experience, and overall reputation. Know your competitor’s strengths and weaknesses compared to your brand. 

Learn what works and what doesn’t, and develop a unique and effective branding strategy that sets them apart from competitors like you. 

Recommended: Trustpilot

Pricing: $250-$999/month

Trustpilot is good for customer feedback and competitor analysis because it provides a variety of competitor analysis tools to analyze overall brand  performance and online reputation. Trustpilot’s Review Insights tool uses machine learning and artificial intelligence for sentiment analysis of reviews across a broad range of categories.

Trustpilot’s TrustScore overviews customer satisfaction across all Service and Location reviews while comparing performance to your competitors. It also collects and displays customer reviews on your website and social media channels to help build trust with potential customers and improve online visibility.

Here are the features that make Trustpilot an excellent tool:

• Collect customer reviews through various channels, including email invitations, website widgets, and SMS messaging.
• Manage your reviews, respond to reviews, report fake reviews, and flag inappropriate content.
• Get an overview of your online reputation and compare your performance to competitors.
• Engage with customers, send review invitations, respond to reviews, and resolve customer issues.

Sachin

You will get honest reviews on this site, so you will have confidence in buying or using any product. Consumers will be pleased if they get the same product as per reviews, and yes, you will get the same service as per reviews on the Trustpilot website. 

Alan T

Quick and easy to start using. Requesting reviews is easy and fast and the process to leave reviews is also simple, streamlined and very easy.

7. Product marketing analysis 

Product marketing analysis combines all the analyses mentioned above. It blends the games of the Product and Marketing teams into one, providing you with a complete picture of the landscape you operate in.

When you’re planning your strategy, it’s crucial to keep an eye on your competitors’ websites, social media, PR strategy, features they release, etc. Tracking these changes will benefit you a lot. The 360-degree approach of monitoring every facet of your competitors is a key component for success. 

Recommended: Kompyte

Pricing: Available upon request

Kompyte is a competitive intelligence tool designed to provide real-time insights into changes occurring on your competitors’ websites and social media platforms. Updates to pricing pages, the introduction of new features, social media announcements, and a multitude of other developments are seamlessly reflected in your dashboard.

These real-time insights not only help you come up with better offers for your clients but enable your sales team. The competition has never been more straightforward.

The following features make Kompyte an excellent choice:

• Competitor monitoring in real-time to stay on top of the competition
• Detection of changes through an automated alert system
• Tracking of market share in real-time
• Benchmarking capabilities to make sure you’re on track.
• Advanced reporting options that save you lots of working hours
• Sales battle cards are updated in real-time which helps your sales team to amplify the game.

Jesse L

We love the ability to benchmark and track our competitor’s marketing efforts in Kompyte. We get a clear picture of what our key competitors are doing in real-time, We evaluated the three best tools in this bracket, and Kompyte was clearly ahead. Onboarding has been well managed, well prepared and has set us up for success.

Eric S.

Kompyte is a great resource for us, as it allows us to check one source as opposed to searching multiple websites. We primarily use Kompyte to create customizable battle cards for our sales team to reference. Kompyte helps us save time and allows our sales team to quickly access useful information that helps them close deals.

Ready to beat your competitors?

Competitor analysis tools are like a spy in your pocket – they give you all the intel you need to come out on top. By using a comprehensive tool like Keyhole, dig out winning strategies from your competitors and leave them behind with your sound presence.

Since more than 4 billion people are actively using social media, we highly recommend starting with social media competitor analysis and using Keyhole. Take its free trial and gain a competitive edge instantly.

So, don’t let your competition get the best of you – arm yourself with the right tools and lead the race.

Related Articles

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The post 7 Must-Know Types Of Competitor Analysis Tools With Top Recommendations appeared first on Keyhole.

A follower to following ratio is the number of followers an account has relative to the number of accounts they are following on social media platforms like Twitter and Instagram.

This is also known as your “follow ratio” or in the eyes of some, your “Instagram Cool Ratio.”

Your follow ratio is more of a vanity metric rather than a truly useful social media metric like engagement rate.

What your follow ratio says about you

It’s thought that your follow ratio gives people a quick idea of how “cool” your account is.

That’s because popular accounts tend to have far more accounts following them than vice versa.

Let’s use Justin Bieber’s Instagram as an extreme case. The Biebs has over 293 million followers, but he follows only 740 or so accounts. This shows that people are far more interested in following him than he is in following other people.

Compare this with a “normal” Instagram account that follows around 1,000 accounts and has 150 followers. By glancing quickly at this account, you can tell they likely do more consuming of content than creation.

Your follower ratio is also a general indication of:

• how popular your content is
  
• how selective you are with your follows
  
• how likely you are to follow back

However, some accounts will use manipulative tactics like following you to get you to follow back, and then unfollowing you to improve their ratio. Therefore, follow ratio isn’t always a reliable metric.

How to calculate follower to following ratio

To calculate your follower to following ratio, divide the number of accounts that follow you by the number of accounts you follow.

Follow Ratio = Number of Followers ÷ Number of Accounts Followed

For example, if you have 10,000 followers and follow 1,000 accounts, your follow ratio is 10 (or 10:1, if you want to use a true ratio).

If you have 1,000 followers and follow 2,000 accounts, your follow ratio is 0.5 (or 1:2).

In Bieber’s case, if he has 293 million followers and follows 740 accounts, his follow ratio is a whopping 395,945.

A follow ratio of 1 means you follow the same number of accounts that follow you.

A follow ratio above 1 means you have more accounts that follow you, and a follow ratio below 1 means you follow more accounts than you have followers.

You don’t need to be a data geek to create social media reports. Generate & download reports in minutes using Keyhole.

Request A Demo

What is a good follower to following benchmark?

Because there are different approaches to how selective people are with following other accounts, there’s no standard follow ratio benchmark to strive for.

However, when evaluating a brand’s follow ratio, you can use these general benchmarks to get an idea of account quality:

• < 0.5 = Spam: Brands who follow twice as many accounts as accounts that follow them are likely trying to gain followers by follow-back schemes
  
• 0.5-1 = Low Quality: This ratio doesn’t scream spam, but it also doesn’t indicate a must-follow account
  
• 1:2 = Average: A slightly positive follow ratio is indicative of a new, yet growing account
  
• 2:10 = Quality: An account in this range has proven they are worth a follow
  
• 10:300,000+ = Influencer: An account in this range easily gains new followers and has a major influence on their social media sphere

Assess your follower growth with Keyhole

Keyhole is your go-to tool if you want to dig out metrics like engagement rate and follower growth. Not just yours, you can also watch out those debilitating numbers of your competitors.

All you have to do is add your social media profile to the Keyhole dashboard under Profile Analytics. Once added, Just head to the Dashboard section from the left panel and scroll down.

Under the Follower Growth section, you can view your net change in followers day, week, and month-wise. This will help you understand your engagement patterns and bridge the gaps between your marketing performance with the goals you set.

Conclusion

In conclusion, a follower to following ratio can be an interesting metric to evaluate on social media platforms like Twitter and Instagram. It can provide a glimpse into an account’s popularity and content consumption versus creation habits. However, it’s important to note that the follow ratio is more of a vanity metric than a truly useful social media metric like engagement rate.

Calculating the follow ratio is a simple process of dividing the number of followers by the number of accounts followed. It’s important to remember that there is no standard benchmark for a good follow ratio as it varies based on individual preferences and strategies. However, different benchmarks can provide a general idea of account quality, from spam accounts to influential ones.

Don’t miss out on this opportunity to optimize your social media strategy.

Related Articles:

How Do I Calculate Follower Growth Rate?

Apple’s Social Media Strategy: Minimally Showy With Maximum Impact

The post What Is A Good Follower To Following Ratio For You? appeared first on Keyhole.

If you’re going to be posting actively on social media, you should try to make the most out of it.

Every social media platform has its own ideal post length that is most likely to resonate with users.

What is the ideal Facebook post length?

The ideal Facebook post is very short: around 40-80 characters.

Jeff Bullas found that posts with 80 characters or less received 66% higher engagement.

What is the ideal Instagram caption length?

The ideal Instagram post is between 138 to 150 characters.

While the Instagram captions can be up to 2,200 characters long, captions get visually cut off at around 125 characters. Therefore, it’s recommended to keep your copy brief.

However, there is conflicting evidence on this, as some studies have shown longer Instagram captions to receive more engagement.

Keyhole is a real-time conversation tracker that provides keyword + hashtag analytics and social media analytics across platforms such as Facebook, Twitter and Instagram.

What is the ideal tweet length?

The ideal tweet is between 70 and 100 characters.

While Twitter recently increased their maximum tweet length from 140 to 280 characters, people still prefer tweets that are short and sweet.

What is the ideal LinkedIn post length?

The ideal LinkedIn post is about 100 characters.

The “See More” link appears at about 140 characters, so it’s best to keep posts short enough to avoid being cut off.

How can I track the best post length for my brand?

All these post lengths are based on averages across many different types of accounts.

What works for your brand and your industry may be very different than what works on the average. It’s recommended that you first experiment with different post lengths and formats.

By using a tool like Keyhole, you can track which post lengths receive the most engagement for your brand.

Keyhole is a real-time conversation tracker that provides keyword + hashtag analytics and social media analytics across platforms such as Facebook, Twitter and Instagram.

Related Articles:

How To Perform A Social Media Competitive Analysis

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The post What Is The Optimal Social Media Post Length In 2024? appeared first on Keyhole.

But whether you’re running social for your employer, as a marketing agency, or as a freelancer, you will be asked to report on the results of your campaigns.

Figuring out what’s working and what’s not is challenging enough on its own. Having to communicate and prove that value to other people is an even bigger challenge.

We’ve made your life easier by creating a free social media reporting template. This free-to-download resource makes it simple to:

• Summarize your social strategy
• Highlight your wins
• Communicate key metrics
• Focus on next steps

But before you start building out your report, we’ll share some tips on how to make social media reports that really get your point across.

8 Social media reporting tips you must know about

What data you choose to put in your report is obviously important (and we’ll get to that), but how you present your social media data is going to make or break your social media reporting strategy.

Here’s the thing: people are emotional creatures.

We see what we want to see and hear what we want to hear—especially when it comes to data. So the more you can effectively and accurately frame the data you’re presenting, the more everyone will get out of your report (yourself included).

Ultimately, the goal of a social media report is to assess your successes or failures and communicate the results effectively to key stakeholders. And then make smart, data-driven choices for what comes next.

Here are eight tips for creating a showstopper report.

1. Define clear goals & KPIs

Goals matter because they hold you accountable, guide your decision making, and keep your social strategy focused on outcomes.

Start by clearly defining your goals and key performance indicators (KPIs) for your social media campaigns. These goals should be quantifiable and easily measurable, and they should align with your overall marketing and company objectives.

For example, if your high-level marketing goal is to grow brand awareness, your social goal may be to increase impressions by 20% over last quarter. Or if your goal is to build an audience, you may set a goal of earning 1,000 new followers this month.

The key here is to determine which social media metrics will help you measure your success. For example, common social KPIs include:

• Brand awareness: Impressions, views, and clicks
• Engagement: Likes, shares, comments, and engagement rate
• Building an audience: Fan or follower count
• Website traffic: Clicks and page views
• Leads and sales: Form submissions, revenue generated

When creating your report, stay relentlessly focused on these goals and KPIs. If a piece of data doesn’t explain how you got closer (or further) from your company or campaign goals, consider removing it.

Not only will this impress your key stakeholders that you’re aligned with the business’s goals, it will also help you stay focused on the desired outcome, allowing you to make smarter decisions.

2. Determine your audience

Speaking of stakeholders, you also have to figure out who this report is for.

Is this a report you’re putting together for your data-savvy marketing team?

Will it be presented to a manager who may be less familiar with social media analytics? Or are you just creating this report for yourself?

Determining your reporting audience will help you determine what elements to focus on and the level of detail to include.

For example, if you’re presenting to a marketing team, you may want to focus more on tactics and new things you learned.

But if you’re presenting to a business higher-up, you may want to skip the fine details and stay focused on how you’ve supported the company’s business goals.

3. Determine your reporting frequency

What time frame are you going to use for your reports? 

You can choose to report on your social media metrics weekly, monthly, quarterly, or a combination of any of the above. Your reporting frequency will affect how much time you spend on the report and the level of detail you include.

Short-term, weekly reports tend to focus more on quickly getting across the key metrics and top-performing content. But because they’re over a smaller time frame, it’s harder to make meaningful takeaways.

Long-term, quarterly reports offer a larger sample size for true data analysis and meaningful takeaways, but take longer to put together and typically require a full presentation.

Overall, it’s good to have a balance of short-term and long-term reporting. For example, a quick weekly report for the marketing team and a quarterly report for leadership.

4. Add context to your data

You should provide as much context as possible when presenting your social media data. Most data points are fairly meaningless on their own unless there’s an explanation or comparison.

For example, instead of presenting raw impression numbers of your Facebook posts, it’s much more meaningful to compare those numbers to your previous week, previous year, your competitors, or your benchmark data.

Or if there’s a sudden spike in followers on a certain day, add an explanation of why that happened. This will be especially helpful in your quarterly reports where your audience may have not looked at any social metrics for three months.

5. Say what you did and what you’ll do next

Too many social media reports leave out what you actually did. Focusing only on the results takes away from what earned you those results.

In your report, summarize your strategy, what content you posted, and what may have changed since your last report. Use plenty of examples where you can, and include what you plan on doing next based on what you’ve learned from this report.

6. Keep it visual

Your audience’s eyes may start to glaze over if you just present slide after slide of data tables. 

Try to make your report as visually appealing as possible. Here are some easy ways to make your report stand out:

• Use screenshots of graphs, top-performing content, and stand-out comments
• Stay on-brand with your company’s colours and fonts
• Don’t visually overload a page or slide with tons of text or stats
• Use lots of whitespace

It’s recommended that you create your report in slideshow or PDF format rather than in a spreadsheet—our social media reporting template makes that easy!

For an easy way to instantly create beautiful charts and graphs of your data, try a free trial of Keyhole.

7. Stay objective and analytical

If you’re new to presenting data, it’s tempting to manipulate the data to prove a point, or to try to see things in the data that aren’t there. But it’s crucial to be as objective as possible when analyzing your social media metrics. 

For example, if your impression count was 1% higher than normal, you don’t have to “sell” it as a rising trend.

Avoid drawing conclusions or making dramatic changes in your strategy due to small sample sizes. Week-over-week data fluctuations are totally normal.

Remember: your goal is to learn from the data, not to make the data work for you.

8. Present before you email (If Possible!)

Lastly, your social media report is going to have a far greater effect if you present the data before you email it.

When you present the data—either in person or over a video call—you control the messaging and the pacing. You can also more easily field questions and key into what generates interest from the stakeholders.

When you email the data, it greatly increases the odds of the person on the other end just skimming through the data or just skip out on reading it altogether.

If you view data reporting as a nuisance, that may sound like a blessing, but we highly recommend using your social media reporting to prove your value to your client or your boss.

Therefore, it’s best to present the data and then send an email copy after the fact.

Now that we know how to create a compelling social media report, it’s time to build one!

What’s in our social media reporting template?

Before we break down everything that’s in our free social media reporting template, a quick disclaimer:

There is no one-size-fits-all social media report that works for every marketer. As we mentioned above, reports will vary based on your goals, audience, and reporting timeframe. You should liberally edit and add to our report as needed.

That said, we’ve built our social media analytics report template to be as flexible as possible to any social media manager’s needs. Here’s what’s included:

1. Start with a strong introduction

After a top-notch title page, start your report with a clear introduction.

In your introduction, include:

• Your high-level goals
• Your KPIs or success metrics
• Your current social strategy and what channels you’re using
• Your tactics and progress
• The reporting timeframe (weekly, monthly, quarterly)

If you’re reporting quarterly, you may want to quickly recap your major takeaways from the last report to refresh everyone’s mind.

If your report is long, you may want to include an agenda or table of contents.

2. Summarize your success

Don’t bury the major takeaways at the end of your report. After the introduction, jump right into your overall campaign performance and summarize your performance on your major KPIs.

For example, this could be:

• Total posts
• Total reach or engagement
• Total followers won or lost
• Website visits or leads

This is a good opportunity to combine metrics across platforms. For example, totalling all of your new followers or fans across every platform.

3. Walk through your key social media metrics 

Next, you should go through your social media metrics, platform by platform.

As we mentioned above, don’t just dump a ton of data on your audience. Provide as much context as possible by comparing these metrics to your previous reporting period (or the previous calendar year if that’s more relevant).

The exact data you include will depend on your goals, but here are the most common metrics to report on by platform:

Instagram

Your Instagram Analytics can be accessed through Keyhole, or you can view your Insights on the Instagram app.

Key Instagram metrics include:

• Number of posts/stories
• Story/video views
• Impressions
• Total engagements/engagement rate
• Followers gained/lost
• Bio link clicks

You should also include a screenshot and link to your top-performing post or video, including key comments or engagements.

Facebook

If you don’t access your Facebook Analytics through Keyhole, you can access your page’s stats directly through Facebook.

Key Facebook metrics include:

• Number of posts/stories
• Page/video views
• Page impressions
• Total engagements/engagement rate
• Followers gained/lost
• Link clicks

Again, include a screenshot of your top post!

Twitter

You can conveniently access your Twitter Analytics on Keyhole, otherwise they can be accessed directly from Twitter.

Key Twitter metrics include:

• Number of posts
• Likes
• Retweets
• Total engagements/engagement rate
• Followers gained/lost
• Link clicks

Other Platforms

You should continue this for every platform you’re actively posting on, including:

• Youtube
• LinkedIn
• Pinterest
• Snapchat
• TikTok

If you’re reporting on a platform for the first time, be sure to explain why you’ve adopted this platform and what you hope to gain out of it.

4. Review your social listening findings

Beyond what you’ve posted, you should also report on what people are posting about you.

Here you can summarize:

• Hashtag analytics: posts, users, engagement, reach, and impressions
• Brand mentions: Notable mentions, number of mentions, % of mentions responded to
• Sentiment analysis: positive vs. negative mentions

5. Evaluate your influencers

If you’re working with influencers, you should also give an overview of the overall program success. Here, you can collapse all of your influencers into one report and/or break them down one by one.

You can use Keyhole’s influencer analytics to compare influencers by:

• Engagement
• Reach
• Impressions
• Followers

You can also take this opportunity to highlight any new potential influencers you’ve identified that you may want to work with next.

6. Cover other key categories and highlights

Here’s where you can get creative. Reflect on your goals and consider if you want to add reporting on any of these categories:

• New influential follows
• Trending content in your industry
• Competitor activity or results
• Channel-to-channel comparisons
• Customer service response time
• Video performance
• Social’s impact on website performance
• Audience demographics

For example, with respect to audience demographics, you may have a goal of increasing the number of followers in a specific country as you try to enter a new market.

7. Summarize your takeaways

Here’s what it all comes together. Based on all the social data you analyzed, summarize some notable takeaways from the reporting period. These should be more observation-focused than KPI-focused.

What stood out in the report? Why do you think it happened? How should you apply this knowledge moving forward?

For example:

• Takeaway 1: We’re investing a lot of time on Twitter but we’re not seeing as high engagement as we do on Instagram. We should consider shifting more of our time to Instagram.
• Takeaway 2: Our competitor is receiving a lot of traction on their weekly video series. Should we consider shifting to video?
• Takeaway 3: We gain more followers when we post on trending hashtags, but receive more clicks on our links on branded content. Our strategy should continue to feature a mix of both.
• Takeaway 4: We receive the most traction on Facebook when we post in the morning.

8. List your next steps

Finalize your report with your future-facing strategy.

What needs to be adjusted going forward? What new tactics are you going to try? What led you to this conclusion?

For example:

• Step 1: Test a weekly video series for two months to increase our reach.
• Step 2: Include more original photography to increase engagement.
• Step 3: Reduce our Facebook posts to once per day with a focus on higher-quality content.

And that’s it! Remember to leave room for questions if you’re presenting in a meeting.

Get started on your social media report

If you haven’t already, download free social media reporting template now.

Our report will make it easier to summarize your key findings, impress key stakeholders, and make smarter decisions moving forward.

If you want to make creating social media reports even easier, you should give Keyhole a try. Our social media reporting features make it easy to track data on the fly, prove your campaign impact, and easily make beautiful, branded reports.

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The post Download Free Social Media Reporting Template[+ 8 Expert Tips To Track] appeared first on Keyhole.

But there’s a lot of chatter out there, so sifting through all of those mentions manually would be an impossible task for many brands.

That’s what sentiment analysis tools are for. They capture everything that’s being said about you and tell you how your audience feels about your brand in real-time.

In this blog, we’ll cover the basics of sentiment analysis tools, and why every company should use them.

Then, we’ll give you a list of the top sentiment analysis tools on the market, including the pros and cons of each tool.

What is a sentiment analysis tool?

A sentiment analysis tool is a piece of software that assesses the intent, tone, and emotion behind a string of text.

In a marketing context, sentiment analysis tools are used to assess how positively or negatively your audience feels about your brand, products, or services. The tools help analyze social media posts, chat messages, and emails.

Sentiment analysis tools are powered by machine learning and natural language processing. These tools scan strings of text for words with positive or negative connotations and then assign a sentiment score to the text.

More sophisticated sentiment analysis tools are able to differentiate positive and negative feelings about different topics within a single sentence. Take this example: “I love their products but I’m not a fan of their recent ads.”

In this context, a sentiment analysis tool would be able to identify that this person feels positive about your products, but negatively about your recent ad campaign. Overall, it would likely classify this as a neutral statement.

Why should you use a sentiment analysis tool?

Without a sentiment analysis tool, candid feedback from your customers is just being lost in the ether. By using an automated system, you can pull everything that’s said about your brand online into a convenient dashboard to track customer feedback.

Without using a sentiment analysis tool, it can be easy for your team to focus on only the most memorable negative or positive feedback. Refer sentiment analysis guide to learn more about the process and best practices.

An automated tool gives you a bird’s eye view of audience sentiment over time, allowing you to directly track your efforts to sway public sentiment.

Now that you understand what makes a sentiment analysis tool so valuable, let’s explore the top tools available.

1. Keyhole

Keyhole is a complete social media analytics and management platform that allows you to track sentiment analysis in real time.

From the sentiment dashboard within Keyhole, you can see the number of positive, neutral, and negative posts mentioning your brand, keyword, or hashtag—filterable by the social media platform.

You can see all posts during a timeframe, sorted by sentiment, and a list of keywords that are most often used in positive or negative posts. Also, you can enter your own positive, negative, or neutral keywords to more accurately track audience sentiment.

On top of sentiment analysis, Keyhole also offers influencer tracking, social listening, and social publishing.

Pro: Its unique hashtag tracking capabilities allow you to track the sentiment around a hashtag or keyword.

Con: Keyhole is a focused social and brand monitoring tool, so it doesn’t offer some of the deep text mining features of enterprise-level solutions—which aren’t needed by the majority of marketers.

Pricing: Custom

Here’s what our customers say about us:

“Keyhole has a great user-friendly dashboard with thorough metrics and a great reporting layout that makes it useful for reporting up. I fully recommend and we use it year-round!”

Luke W, Senior Social Media Manager

“The dashboard encapsulates a detailed overview of your entire campaign and mentions all details and KPIs that you need. The metrics given on keyhole are unmatched and help us in setting KPIs and measuring results accordingly. The layout is also very user-friendly and everything is exportable so that’s wonderful.“

Fatima M, Digital PR Manager

2. Awario

With Awario you can track the sentiment of brand mentions in near real-time. It also includes other social listening tools like influencer tracking.

Pro: Awario has a unique social selling feature that allows you to track people complaining about your competitors, or people looking for recommendations in your niche, allowing you to easily identify leads.

Con: Especially compared to alternatives on this list, Awario has a steep learning curve.

Pricing: $49 – $399 per month

3. Brand24

Brand24 is a brand monitoring tool that allows for 24/7 monitoring of mentions across the web.

It automatically tracks sentiment across social, news, blogs, videos, forums, and reviews, with the option to manually change the sentiment score.

Pro: The platform shows you the influencer weight of each mention, so you know which brand mentions to focus most on.

Con: For the price, you’re not receiving as many features as many of the competitors on this list, and many users report the interface as challenging to use.

Pricing: $99 – $499 per month

4. Social Champ

Social Champ is a one stop shop solution for all things Social Media. It has some very clever features and integrations that make it an excellent tool for 360 degree social media management. 

The tool has a sentiment analysis plugin that can help users gauge how their text will sound to their audience. It can tell them whether their post sounds positive, negative, neutral or mixed. The sentiment analysis uses a simple text-to-text AI algorithm to understand the emotion behind a body of text and display it as a percentage of each of the four emotions. 

Social Champ also has extensive analytics reports for each social media profile you connect to it and a whole suite of other AI features like text generation and image generation.

Pros: Lots of AI features and integrations, comprehensive scheduling tools, support for 9 different social media platforms.

Cons: No social listening.

Price: Starts at $29 per month

5. Brandwatch

Brandwatch is one of the heaviest hitters in the social media analytics space. With Brandwatch, you can monitor brand mentions, campaigns, competitors, trends and top authors, and audience sentiment. It is available as part of the Hootsuite Insights platform.

Pro: Brandwatch offers impressive image brand mention tracking, where their AI identifies pictures uploaded featuring your brand logo. Also, it offers a boolean keyword search to dive deep into your target keywords.

Con: Unfortunately, it is one of the priciest sentiment analysis tools out there.

Pricing: Starts at $1,000 per month

Since the pricing is so stiff, we recommend having a look at a few Brandwatch alternatives.

6. Zonka Feedback

Zonka Feedback is a popular customer feedback and experience management software with an in-built sentiment analysis tool. It analyzes customer sentiments based on the feedback they share.

Pro: The sentiment analysis platform offers deep insights into the customer’s emotions. It also analyzes text data to give scores and bifurcate data into positive, negative, and neutral.

Con: It only offers advanced functionalities when used as a complete customer feedback or experience platform but cannot be easily used as a social media monitoring tool.

Pricing: Starting at $49 per month.

7. Usersnap

Usersnap stands out as a comprehensive user feedback platform featuring sentiment analysis capabilities to decode user sentiments effectively.

Pro:
Usersnap streamlines communication between users, product managers, and developers with its intuitive visual feedback system, enhancing collaboration and expediting issue resolution. Its seamless integration with popular product development tools like Jira or Azure DevOps ensures smooth workflow integration, optimizing team productivity and project efficiency.

Cons:

While Usersnap offers extensive customization options, some users may find its configuration settings complex to navigate, potentially requiring additional time for familiarization.

Pricing:

Usersnap offers diverse pricing plans, ensuring flexibility to accommodate various business needs.

8. Lexalytics

Lexalytics is a text analytics platform that uses natural language processing for social media sentiment analysis around your brand.

Pro: Their NLP-powered social monitoring tools have been trained on mountains of social data, so they can even understand hashtags, slang, and poor grammar. Lexalytics also tries to identify why your customers feel positively or negatively.

Con: Lexalytics is deep on data, but it’s less of a turnkey solution than the others on this list.

Pricing: Custom

9. Determ

Determ is another social monitoring tool that tracks mentions on websites, review platforms, and social sites. Additionally, it offers social media sentiment analysis as part of its data analysis dashboard.

Pro: With Determ, you have the ability to filter mentions by location and language.

Con: For a fairly bare-bones monitoring tool, the pricing is higher than similar competitors.

Pricing: Custom

10. Mention

Mention is one of the most popular social media monitoring and management tools. In addition, its sentiment analysis feature allows you to filter mentions by source, language, country, keywords, and influence score.

Pro: It is also a social publishing platform, so you can manage your analytics and publishing schedule in one place.

Con: Mention has restrictions on how many mentions you can track per month, so the price can quickly add up if you have lots of mentions.

Pricing: $49 – $179 per month

11. Meltwater

Meltwater is the world’s first online media monitoring company. Since its inception in 2001, the Meltwater suite offers a wide range of services that mainly focus on brand monitoring, social media listening, and sentiment analysis. Meltwater’s sentiment analysis tools help you get a quick view of how people feel about your brand or any other topic.

Tracking sentiment over time means you can easily see trend lines for positive and negative sentiment, allowing you to clearly understand if your campaigns are having the right impact on the perception of your brand.

Pros: Provides sentiment data from all online channels and breaks down each sentiment by specific channel. It can handle 242 languages, offering detailed sentiment analysis for 218 of them. Provides automated alerts and reporting tools to stay ahead of any crisis.

Cons: There is a steep learning curve.

Pricing: Custom

12. MonkeyLearn

MonkeyLearn is a text analysis and data visualization suite that provides sentiment analysis templates customized to different platforms, whether it’s social media, reviews, or email surveys.

Pro: It uses pre-trained sentiment analysis models, but also allows you to train your own model with industry-specific data (without having to know how to code).

Con: MoneyLearn is a little more manual, as you have to upload your data into Google Sheets or connect their platform to your database through their API. It’s also far pricier than a social media monitoring tool.

Pricing: Starts at $299 per month

13. OpenText

OpenText offers many information management and data solutions, one of which includes text mining and content analytics.

Moreover, OpenText goes beyond a typical monitoring tool and allows you to analyze text content from internal documents, emails, social media, web pages, and more.

Pro: If you’re in need of extremely robust data mining, it doesn’t get much more detailed than this.

Con: This is an enterprise-grade tool that won’t be accessible to the majority of marketers.

Pricing: Custom

14. Rapidminer

RapidMiner is another text mining tool that allows you to track sentiment from unstructured data, including social media mentions, online reviews, call center transcriptions, patent filings, and more.

Pro: The platform offers fraud detection by looking for irregularities in spoken and written text.

Con: While RapidMiner is deep in data tools, it’s far less intuitive and convenient for typical social media sentiment analysis.

Pricing:  Custom

15. Repustate

Repustate is a robust sentiment analysis tool, offering topic sentiment analysis, aspect-based sentiment analysis, and data dashboards.

Additionally, the platform can pull sentiment from customer data, employee data, or any other platform if you connect it to their API.

Pro: It has multilingual capabilities, and offers the option to program slang or alternate meanings into the AI.

Con: Because Repustate is a pure sentiment analysis tool, it doesn’t offer many of the social media monitoring capabilities of other tools on this list.

Price: Custom

16. Dialpad

Dialpad is an AI-powered customer intelligence platform that offers a range of business communication solutions, including voice, video conferencing, messaging, and meetings. It is designed to provide a unified communication experience for teams and organizations, enabling them to connect and collaborate effectively.

Pro: Dialpad AI customer sentiment analysis provides valuable insights into customer emotions and perceptions. By analyzing customer sentiment, businesses can identify trends, patterns, and areas of improvement, allowing them to make data-driven decisions to enhance customer satisfaction and loyalty. Dialpad’s sentiment analysis can provide actionable feedback to improve customer experiences and drive business growth.

Con: This is a customer support tool and not a social media marketing tool. So you might have to couple this with another brand monitoring tool.

Pricing: Starts from $23/month

17. Emplifi

Emplifi is a powerful all-in-one social media marketing platform that includes social media management, measurement, research, reporting, customer case, influencer marketing, and listening tools. In addition, it offers sentiment analysis across multiple online channels.

Pro: They have pretty impressive collaboration and approval flow capabilities.

Con: Because Emplifi is an all-in-one tool, it’s pricey if you’re just looking for sentiment analysis or social listening capabilities.

Pricing: Custom

18. Statusbrew

Statusbrew is another all-in-one tool for the entire social journey, including social media management, monitoring, analytics, and customer care

Pro: The platform has many useful features for marketing teams, including workflow management, automatic conversation assignment, and campaign management.

Con: Its sentiment analysis features are only available for Professional and Enterprise plans.

Pricing: $299 per month

19. Quick Search by Talkwalker

Quick Search by Talkwalker is a robust social media search tool that allows you to track KPIs like engagement, mention volume, sentiment, demographics, and geographies.

Moreover, as a part of the larger Talkwalker suite, it offers a range of social media analytics.

Pro: Quick Search has content ideation features that allow you to identify trending themes, topics, and emojis that are popular with your audience. Like Brandwatch, they also offer brand image and video recognition.

Con: Talkwalker’s robust feature set comes with a hefty price tag.

Price: Custom

20. Speak

Speak is an AI software platform for individuals and teams to dramatically reduce the time and cost of capturing, transcribing and analyzing meetings, surveys, social data, phone calls and other language data. 

Speak currently supports 160+ languages and has a 4.9 rating on G2 with 150K+ users in more than 150 countries. 

Pro: Speak’s combination of AI chat, sentiment analysis and customizable theme analysis across audio, video and text makes it a highly valuable tool. 

Con: Unless you have an enterprise contract with Speak, you will be responsible for capturing and importing the data into the software for analysis. 

Pricing: Highly flexible based on usage and team size

BONUS: Free sentiment analysis tools

If you’re just looking for quick sentiment analysis of a string of text, there are plenty of free tools out there to get the job done quickly, including:

• Sentiment Analyzer
• NCSU Tweet Visualizer
• SentiStrength

However, you’ll find these tools don’t offer the long-term analytics capabilities that you can get from a true sentiment analysis tracking tool.

Start tracking sentiment analysis today

Tracking sentiment analysis is the first step to crafting a smarter marketing strategy that truly listens to what your audience is telling you.

Keyhole helps marketers make data-driven decisions while streamlining their social media management efforts. On top of campaign tracking, influencer marketing, and social listening, you can also schedule and publish your social media posts, all in one platform.

Our customers report that Keyhole saves them 5 hours a week on gathering and reporting data, which translates into over $7,000 saved every year.

Related Article

Does Keyhole Provide Sentiment Analysis?

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The post 20+ Best Social Media Sentiment Analysis Tools For 2024 appeared first on Keyhole.

But that’s understandable:

Social media metrics like ‘reach’ and ‘impressions’ have become marketing buzzwords – everyone is talking about them, but not all understand their essence and, quite frankly, a lot of the time, people use these words interchangeably.

So, understanding the basics, or in this case, the difference between reach and impressions is a good starting point for assessing your campaign success and optimizing your social media strategy.

 Let’s jump right in and take a look at what are the differences between these two basic metrics and what this means for your business.

What’s the difference between Reach vs. Impressions?

The main difference between reach and impressions is that reach refers to the total number of unique users who have seen a piece of content, while impressions refer to the total number of times that content has been displayed, regardless of whether it was viewed by the same user multiple times.

To put it simply, reach shows the number of unique users that were exposed to your content, while impressions show the number of times your content was displayed to these users.

Theoretically, the people that follow you should see each piece of content you publish on social media, right? 

That’s why they became your followers, after all – to stay up to date with what you are posting!

Sadly, that’s not the way things work on social media. 

Social media platforms use complex algorithms to determine which content to show to which users, and as a result, only a fraction of your following is made aware of your activity every time you publish something.

In fact, this fraction is quite small – especially after the algorithm changes and the much-talked-about decline of organic reach across leading social media platforms in the course of the last couple of years.

Lower overall reach means fewer people seeing your posts, which ultimately leads to a drop in engagement and fewer conversations with potential customers (we’ll talk more about the impact of reach below). 

Thankfully, ‘reach’ is not limited to your followers.

In other words, when a follower engages with your content, this activity will also show up on some of their friends’ feeds or explore page.

So, it is not uncommon to see that from the people reached, some percentage are not your followers (say 20% or 30%, or sometimes even 60%). 

Now, impressions – they’re always higher than reach, as one person can have multiple impressions for a single piece of content.

Let’s say that five unique users saw your post and that each one of them saw it twice. 

That means your reach will be 5, and the impressions 10. 

Yes, it’s that simple!

If you are ever confused about these concepts, just remember that reach is related to users, while impressions show the frequency (times the content was shown).

Let’s explore these terms a bit more in detail relative to the most popular social media platforms …

A deeper look into social media metrics

Depending on the importance each platform puts on each of the social media metrics, some apps will show only general insights into reach and impressions, while others will offer a more detailed summary. Social media tools help you build a brand, but to determine how effective your efforts are, you’ll need highly effective analytics tools.

To better understand the reach vs. impressions dynamics, it would be helpful if we discussed how each of the leading platforms defines, calculates and groups these social media metrics…

… which is exactly what we’ll do below.

Facebook Reach Vs. Facebook Impressions

The Facebook Business Ads Help Centre defines reach as “The number of people who saw your adverts at least once.” It further notes that reach is an estimated metric. 

Estimated metrics are those metrics that are hard to quantify – the platform gives an estimate using sampled data. 

This means that the numbers may change along with the amount of accessible data. 

The Facebook Business Ads Help Centre further notes that “reach is different to impressions which may include multiple views of your adverts by the same people.” 

In other words, impressions show how often your content was displayed and seen by your target audience.

What reach and impressions don’t show is engagement. 

Basically, you can’t be a hundred percent sure if a user is actually aware of your content clicked on your ad, or if he/she has just scrolled past it after it was displayed.

To make it easier to measure your success and optimize your strategy, Facebook groups reach and impressions in three categories: 

1. Organic

Organic reach and organic impressions show the number of unique users that saw your content or the number of times your content was displayed. You can use Keyhole and add your Facebook page for the real-time updates as well.

2. Paid

Just like the category name implies, paid reach and impressions are the results of your paid efforts, such as Facebook Ads. 

But here’s the catch.

When it comes to video ads, Facebook counts the impressions they get the same way it counts the impressions of an ad that contains an image (except the ads on Audience Network). 

As per Facebook’s explanation: “This means that a video is not required to start playing for the impression to be counted.”

So, if a video shows up on a user’s newsfeed and the user scrolls down before the video has started playing – this will still be counted as an impression. 

Then, how do you know the real impact of your ads?

Here’s how:

The reach and impressions associated with Facebook Ads can further be classified into served and viewed reach and impressions.

What’s the difference?

Served reach and impressions are related to the system registering the delivery of an ad. ‘Served’ means that the system does not consider whether the user saw the ad – it just cares that the ad has been displayed somewhere. 

Now here’s the problem with this.

When an impression has been served, the system does not take into account the placement of the ad. 

It can be shown someplace where it will gain exposure like the top of the page, or it can be shown somewhere in the bottom of the page, where it won’t get noticed. 

Also, even if a user exited the page before the ad finished loading, the system will still count it as an impression as long as the ad has been delivered.

It’s easy to see why served impressions are not the most accurate measurement of an ad’s impact.

Viewed impressions, on the other hand, count the times a user saw the ad that was delivered to him or her. 

In other words, if a user exits the page before the ad has rendered, it won’t count as an impression. 

This makes viewed impressions a much better indicator of the ad’s effectiveness.  

3. Viral

When explaining the difference between impressions and reach, we mentioned that reach and impressions can expand beyond your list of friends or followers. 

In other words, when a person takes action on your page or post, a fraction of their friends and followers will be able to see this action and the related post on their News Feed.

Viral impressions and reach are just that:

The result of your content showing up on the News Feeds of the friends and followers of those Facebook users that engaged with your content. 

These engagements can be in the form of a like, a comment, or a share.

Twitter Reach vs. Twitter Impressions

Now take a look at this image.

When you access the analytics of a tweet (be it via the web or the Twitter mobile app), you will notice that you can see impressions and total engagements, but there’s no number that shows reach.

Even if you expand the list and choose to “view all engagements,” you will get insight into various metrics like media engagements, retweets, likes, link clicks, and detail expands, but still, ‘reach’ won’t be part of the list.

This is so because Twitter does not track reach. 

You can see the impressions per tweet, or collective impressions for all your tweets in a given time frame, but you won’t be able to access reach – that is to say, unless you use a third-party analytics tool.

Related Topic: Top 25 social media analytics tools every marketer should use

If you do use a third-party app to gain access to detailed Twitter analytics reports, then reach will show you the size of the audience you have reached with your tweets – just like with other social media platforms.

Twitter Impressions show the views of your tweets, or the number of times your Twitter content has shown up on someone’s feed, in search results, or to someone’s followers as a result of this someone interacting with your tweet.

Impressions don’t show if your tweet has been seen via third-party platforms, via a text preview or as an embed on a website.

Tweet impressions show the strength of your brand presence. Most likely you will have to pair these insights with other metrics such as engagement to get an accurate idea of the relevance of your content. 

Reach Vs. Impressions on Instagram

Just like Facebook, Instagram defines reach as the unique number of accounts that have seen your post or story, and impressions show the number of times a story or Instagram post has been displayed. 

If you have Instagram creator account or business profile you can access these metrics by clicking ‘View Insights’ under an Instagram post, or swiping up the story you want to see the performance of. 

Business profile doesn’t give in-depth insights on reach and impressions as creator profile but you sort of get the overall idea about reach and impressions.

As you can see in the image below, when you access the analytics of an Instagram post, you will not only be able to see the reach and impressions but also what percentage of users you reached that were not following you.

You can also see your impressions broken down by source: hashtags, home, profile, explore or other sources.

If you want to see a general performance of your posts, you can access your weekly reach and impressions in the Activity tab of Instagram Insights. 

The reach and impressions numbers are displayed in the Discovery section, at the bottom of the Insights page.

Stories’ analytics does not break down the source of impressions or the percentage of people that were not following you but saw the story.

It will show how many of the people that saw the story navigated back, forward, to the next story, or completely exited Instagram stories after seeing your post.

The numbers in the navigation section should give you an idea of why the impressions are higher than your reach.

So, if a single user has gone back to see your story one more time or visited your profile multiple times, it will be counted as one reach and multiple impressions.

Reach vs. Impressions on other platforms

1. YouTube

YouTube analytics offers insight into four distinct reach metrics:

• Unique viewers is the same metric as ‘reach’ – it shows the number of people that watched your videos.
• Impressions show the number of times your video’s thumbnails were shown to viewers on YouTube.
• Traffic sources for impressions  shows “where on YouTube your video thumbnails were shown to potential viewers.”
• Impressions click-through rate (CTR) shows conversions – how often users watched a video after being exposed to a thumbnail.

2. Snapchat

Snapchat has the same concept of reach and impressions, with the difference that it calls impressions story views.

3. Google Analytics

Google Analytics shows users and page views.

The metric ‘users’ is similar to reach – it shows the number of people that have visited your site at least once during a specific time window. 

‘Page views’ shows the total number of page views coming from all your visitors. And now, with the rise of Google Analytics 4 (GA4), you can collect all the metrics in one place via integrations to create developed live performance dashboards.

4. Google Ads

Google Ads differentiates between unique reach and cookie-based reach. Ensuring proper cookie governance is essential to interpret these metrics and maintain data integrity accurately.

According to Google Ads Help, unique reach “measure the total number of people who were shown an ad… across different devices, formats, and networks.”

Unique reach includes two metrics: unique users, and average impression frequency per user.

Cookie-based reach are reach metrics based on cookies, which are calculated by counting the number of cookies that have been served an ad or recorded a click on an ad.

Since some people use more than one device or access pages via multiple browsers that have different cookies, cookie-based reach is an estimate and may include duplicate views.

Role of reach and impressions in your marketing strategy

Now you understand that although many people use the terms interchangeably, reach and impressions are two very different metrics. 

But look.

We all know that theoretical knowledge has no purpose without the ability to act upon it.

So, how can you use what you just learned to boost your social media marketing strategy and drive results?

To answer this question, which is by no means simple, we first need to explain the impact each of these metrics could have on your marketing.

Let’s dig in.

Reach is the name of the game when…

Since reach is directly related to the number of unique users that are seeing your content, you can use reach to optimize your paid campaigns.

Namely, if your reach is high, your content is likely suitable for your target audience, which means that the chances of it being engaged with and/or shared are high.

However, if the reach is high, but the conversions don’t follow through and stay low, it’s safe to say that your funnel is not as effective as it should be and that you should revise and improve your ad.

Also, if you want to avoid showing your ads over and over again to the same people, focus on increasing your reach instead of impressions.

The road to success is paved with impressions when…

Impressions come in handy when you don’t want to wait too long to see whether an ad is effective. As impressions are a metric that changes moment-to-moment, track them to check how an ad performs immediately after it has been published. 

If the ad gets no impressions, you might want to consider editing its content and republishing it to avoid losing time and amounting unnecessary costs.

When to focus on tracking both reach and impressions?

Just like with other social media metrics, more often than not, you will need to track both reach and impressions to figure out how effective your campaigns are and identify areas of improvement.

Tracking both metrics can mainly help you to:

1. Calculate your effective frequency

Impressions will always be higher than your reach – and that’s something that should be that way.

Why?

Many marketers agree that a user needs to see an ad several times before they show interest in a product and convert. 

This is what’s known as effective frequency – the number of times people need to be exposed to a particular piece of content before they feel the urge to respond to it in some way. 

What’s the best frequency? 

Experts agree to disagree:

Some say 3 is a good number, while others swear by the lucky 7.

Your best bet is figuring out the effective frequency that works for you (of course, you can also try to figure out the effective frequency your competitors are aiming for as well).

To do this, find your most effective ads and posts (the content that converts) and divide each post’s total impressions with its overall reach.

2. Avoid ad fatigue

The effective frequency does not only tell you how many times a user needs to see a post because they respond to it…

… it also shows what your limits are before your target audience has had enough and you cross the thin line between being informative and consistently showing up on social media, and being annoying.

Just imagine how social media users feel when they’re bombarded by ads…

Doesn’t sound good, does it?

As you’d expect, just like with everything else on social media, there is no straightforward answer to how much is too much when it comes to frequency per user. 

Again, it will all depend on your current campaign and goals.

If your campaign is time-sensitive, you will probably need to pour all your efforts into ensuring a higher frequency count.

If, however, you’re looking to steadily grow your audience and brand exposure and time is of no issue, take it easy and work on building reach through consistency.

What after Reach and Impressions: Other social media metrics to track

You can tell a lot about the relevance of your message by tracking reach and impressions, but usually, that’s not enough.

Reach and impressions are just a starting point in figuring out the way to optimise your campaigns for the two metrics that have the most significant impact on your business: engagement and conversions.

Every social media campaign has the ultimate goal of raising awareness and starting conversations with the target audience by increased engagement. 

If reach and impressions are high, but people don’t engage with the content be it in the form of likes, shares, or replies, it’s safe to assume that either something is wrong with the framing of the message or the targeting is off.

Furthermore, looking at reach and impressions in isolation can tell you nothing about your social media ROI. 

To get a better feel for your advertising spend and return of investment, you need to juxtapose your reach with your conversions and revenue. 

This way, you will be able to calculate the average revenue and conversions per user reached – which are much more concrete metrics that have a direct impact on your business success.

Last Notes

So, what’s the verdict?

Reach, or impressions? What’s more important to track?

It’s a simple question – with no simple answer.

In this article, we explained how both reach and impressions play an important part in your social media marketing strategy. 

But, just like with other metrics, the one you decide to focus on will depend solely on your current marketing objectives. 

Hopefully, after reading this article you are able to make a distinction. 

Related Article:

10 Instagram Features To Make Your Life Easier In 2024

The Top 15 Instagram Analytics Tools [+ Metrics that Matter]

The post Reach vs Impression: What Is The Difference & How To Measure It? appeared first on Keyhole.

In the past, simply counting likes and shares was enough, but this is no longer the case. As a social media manager, it’s easy to lose sleep over knowing what data is truly important. 

This blog post aims to help you understand how to measure social media success in 2024. We’ll provide you with the latest strategies and insights so you can make data-driven decisions that will lead to successful social media campaigns.

Let’s dive in. 

1. Go beyond vanity metrics

In 2024, social media success goes beyond vanity metrics like likes and shares. 

It’s time to shift focus to measuring the true impact of your efforts on business goals. While engagement metrics remain important, prioritize key performance indicators (KPIs) directly tied to your objectives.

Tailor your measurement strategy to your goals. Here are a few simple examples: 

• Conversions and return on investment (ROI): Tie your social media strategy to increased sales, sign-ups, or desired actions to demonstrate its value.
• Lead generation: Focus on click-through rates, website traffic, and form submissions.
• Engagement rate: Monitor comments, shares, replies, and message responses.
• Brand awareness: Track mentions, sentiment analysis, and reach.

Likes are great, but conversions are the ultimate win. Embrace a data-driven decision to social media measurement in 2024 and showcase the tangible results you deliver for your business.

2. Align measurement with business objectives

SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) goals are crucial for ensuring your efforts align with business objectives. 

For example, a travel agency aiming for increased bookings might set a SMART goal like “Generate 25% more website visits driven by social media within Q1 2024.”

But remember that different industries prioritize different metrics. An eCommerce brand might track conversion rates, while a B2B company might focus on lead generation. 

Still not sure what metrics to track for your specific business? Take a peek at a few business plan examples from your industry to help lead you down the right path. 

Every business plan should have a dedicated section that outlines the strategies and key performance indicators (KPIs) for an organization’s marketing efforts. 

Once you’ve rounded up some common industry metrics, integrate these measurement strategies into your own business plan. Doing so can help you align your social media goals with broader business objectives, ensuring a comprehensive and cohesive approach to online presence and marketing efforts. 

Remember, not all followers are equal. Prioritize social media KPIs (key performance indicators) based on their impact and your available resources. 

Closely track metrics that directly influence your business goals and allocate resources to initiatives with the highest potential return on investment (ROI).

3. Embrace multi-platform analytics 

Gone are the days of siloed social strategies. Today’s audience engages across multiple platforms, so you need a holistic view of your social media presence. 

Tracking social media performance across Facebook, Instagram, X (formerly Twitter), TikTok, YouTube, etc., reveals valuable insights into cross-platform reach, engagement trends, and audience overlap.
Many social media analytics tools offer dashboards that aggregate data from multiple platforms, allowing you to compare metrics side-by-side and identify platform-specific strengths and weaknesses.

Since each social media platform has its own format, trends, and user preferences, tailor your content and optimize your strategy for each platform’s unique characteristics.

4. Leverage audience insights

Knowing your audience is like having a roadmap to social media success. Without it, your measurement efforts are like throwing darts in the dark.

Uncover demographics like age, location, and interests, and dive deeper into behavior. For instance: 

• What content do they engage with?
• When’s your audience most active? 
• What’s their purchase intent?

Segment your audience for tailored content and valuable insights. Divide them into groups with similar traits. This extra effort lets you:

• Track campaign performance more effectively
• Personalize your analytics dashboards
• Craft social content that resonates

By understanding your target audience’s unique characteristics, you can measure the impact of your social media efforts with laser precision, maximizing your return on investment.

5. Embrace social listening 

Imagine yourself as a skilled detective, dissecting the online buzz surrounding your brand. Social listening tools like Keyhole act as your magnifying glass, tracking every mention, analyzing the sentiment, and even identifying the key influencers shaping the narrative. 

In other words, with social listening, there’s no more guessing what resonates with your audience — you’ll have a crystal-clear picture of what makes them tick.

This goldmine of insights fuels content creation that sparks engagement. Forget generic social posts and forced trends — you’ll craft content tailored to your audience’s specific interests and pain points. 

Bonus Tip: Leverage AI-powered listening tools to uncover hidden trends and emerging topics before they hit the mainstream. Be the first to respond to new opportunities and stay ahead of the curve.

6. Social media benchmarking 

The social media landscape is dynamic, and staying ahead requires constant evaluation. 

Comparing your performance to industry standards and competitors isn’t just about follower count‌ — ‌it’s about understanding engagement, content formats, and even customer service response times.

You can use competitor analysis tools to track and compare your performance against industry leaders and see where you stack up in terms of follower growth, engagement, and reach.

But don’t stop there. Once you know how your competitors are performing (and what they do well), it’s essential to recognize the value of continuous learning and skill enhancement to build that economic moat. 

How? A well-rounded social media manager should understand analytics and grasp the fundamentals of sales and marketing. This understanding is crucial for creating content that resonates with the audience and drives social conversions. 

So, never stop learning. Watch videos. Attend webinars. Read online guides, blogs, and the best books on sales. These resources offer invaluable insights into consumer behavior, persuasive communication, and strategic thinking, all of which can be applied to refine measurement strategies on social media platforms. 

As a result, you can take more targeted and effective measurement approaches by integrating sales principles from your learning into your social media practices.

7. Social commerce

Social commerce is booming, making marketing on Instagram and TikTok a primordial approach since, nowadays, they can be considered online stores. 

So, as a social media manager, it’s your job to adjust how you measure success to track the impact on direct sales. 

In 2024, measuring social commerce success requires a data-driven approach, which extends to considering factors like social media management pricing to ensure cost-effective strategies that maximize revenue generation while tapping into the power of platforms like Instagram and TikTok as online stores. 

While traditional metrics like follower count and engagement remain valuable, they’re insufficient at tracking sales.

Instead, focus on metrics directly impacting your bottom line:

• Checkout initiation rate: Track the percentage of users beginning the checkout process, identifying potential friction points in the buying journey.
• Conversion rate: Track the percentage of users completing a purchase after viewing a product, the ultimate measure of social commerce success.
• Add-to-carts: Measure the frequency of users adding products to their virtual carts, signifying purchase intent and a closer step to conversion.
• Average order value: Analyze the average amount spent per purchase to understand customer behavior and optimize pricing strategies.
• Product views: Track the number of times your products are displayed, indicating reach and potential interest.

By embracing a data-driven approach to social commerce measurement and optimizing your content for direct sales, you can transform your social media presence into a powerful revenue generator. 

So, tap into the power of social media to streamline the shopping experience and convert more scrolls into sales. 

8. Leverage automation and analytics tool

In 2024, as a social media marketer, you’ll be wearing many hats. Thus, you can embrace social media automation and analytics tools to streamline tasks and gain deeper insights. 

Schedule posts, track performance across social media channels, and generate automated reports, freeing up valuable time for strategic planning and audience engagement. 

Think of it as having a data-driven superpower that fuels informed decisions, leaving the repetitive tasks behind. Now, that’s what smart social media management is all about. 

Wrapping up

In 2024, the only constant with social media is change, where new platforms and algorithms emerge constantly. So, understanding the impact of your social media efforts is critical. 

One thing that worked in Q1 might not work in Q4. The only way to tell what’s working and what’s not is to pay close attention to the metrics we’ve outlined today. 

Remember, focusing solely on vanity metrics like likes and followers is no longer enough. Instead, prioritize metrics that directly align with your goals, whether it’s building brand loyalty, driving website traffic, or boosting conversions.

Leverage advanced analytics tools like Keyhole to uncover hidden insights, track competitor activity, and accurately measure your campaign’s ROI. Don’t be afraid to pivot, refine, and adapt your social media strategy based on actionable insights.

Want to unlock the power of data-driven social media success in 2024 and future campaigns with Keyhole? 

Author Bio

Joanne Camarce grows and strategizes B2B marketing and PR efforts @ codeless.io. She loves slaying outreach campaigns and connecting with brands like G2, Wordstream, Process Street, and others. When she’s not wearing her marketing hat, you’ll find Joanne admiring Japanese music and art or just being a dog mom.

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The post 8 Measurement Strategies For Social Media Managers In 2024 appeared first on Keyhole.

In fact, customers are more likely to discover your brand through social media over a search engine. So it is more important than ever to optimize your social channels to ensure you’re reaching (and engaging) your target audience.

But social media is a data beast!

You probably have an amazing marketing team but unless you have a team of data scientists tracking and analyzing all your social data, you will miss the key insights necessary to elevate your brand.

You can also invest in the right social media analytics tools and empower your marketing team to make the right decisions for running an optimized marketing campaign. Helping you put your brand in front of the right audience at the right time.

In addition, if you run multiple social media accounts, tracking the right metrics can improve your brand management, customer service, and experience, helping you grow your brand.

Now, it’s important to choose a tool that fits your unique needs. To help you find the right one, we’ve gathered and updated our guide to the best 27 tools to use in 2024 & beyond.

1. Keyhole

Keyhole is a social media analytics tool that automatically collects social media data & creates reports for you. It excels at four key things:

• Getting you inside the minds of your customers.
• Simplifying your reporting so you can easily share results with your team.
• Showing you what attracts your consumers’ attention.
• Saving you a huge amount of time as you don’t have to crawl different social platforms looking for and reporting your social analytics.

These are critical features to look out for when making social media analytics software comparisons. 

As Neil Patel says, “This tool (Keyhole) does a lot of things others can’t. And as a bonus, it’s extremely user-friendly.”

Using Keyhole, you can find, identify, track, and reach out to your influencers:

You can also conduct a detailed and in-depth sentiment analysis of social media posts over time:

With Keyhole, you get to see the number of impressions, reach, posts, and engagements that certain accounts or hashtags are getting. You are also able to identify key influencers who get the highest engagement rates and the number of followers in specific industries and reach out to them right from the tool.

And if you ever want to know the demographics of your hashtag users or account interactors or followers, Keyhole shows you those as well — including the percentage of positive and negative sentiments of your followers.

Also, Keyhole customers can publish and schedule unlimited posts each month from all the accounts included in their plan. Managing anywhere from 3 accounts to unlimited accounts depending on your needs.

Why Our Customers Love Us

“Keyhole helps us track influencers and mentions. Dashboards are great – can use as is in reports. Supports influencer tracking and we use it to track corporate campaigns.“

Lauren F, Founder & Strategist

“Keyhole is useful and user-friendly. Keyhole is an excellent tool for providing basic insights about social media accounts and tracking social media conversations. As a college professor, I have found it to be a great way to introduce students to social media analytics.“

Kyle H, Associate Professor

Pricing: Custom

2. Social Champ

Social Champ is a one-stop, social media management tool that also enables users to analyze their social media performances with an attractive analytics tool!

The fact that users can get daily updated insights with an eye-catching graphical representation of all the major metrics, makes it a go-to choice for Startups, Entrepreneurs, Small Businesses, and Agencies.

Social Champ allows users to schedule posts, organize them in a Calendar, and later share, engage with the audiences, and offer post tracking with an exemplary analytics tool.
You can optimize the post performances with the best time-to-post feature. Generate and export reports in PDF, PDF, and CSV file formats.

Pros: Analytics tool of Social Champ is for both free and paid plans where one can save time by tracking multiple social accounts with a single click. A wide range of dates to choose and compare the data from makes it stand-out.

Cons: The Analytics tool of Social Champ is only available on the browser and not on the mobile app.  

Pricing: Starting from $29/month

3. Oktopost

Oktopost is focused on helping B2B brands manage, monitor, and measure all of their social media activities from a single platform.

Do you have global social media teams? Manage social media teams in more than one country all from one platform.

Social media management, social employee advocacy, and social media promotions are some of Oktopost’s best features.

You can measure your social media marketing performance and optimize your efforts accordingly. 

Pro: One huge Oktopost plus is that you can integrate other applications such as Google Analytics to access even more detailed social media marketing insights. 

Also, did you know Oktopost has recently partnered up with Keyhole? Powered by Keyhole, Oktopost now offers advanced social listening capabilities as well as in-depth research and analytics required to remain competitive.

Con: Unfortunately, the platform does not have the ability to cross-post between networks. 

Price: Available upon request

4. Social Status

Social Status is a specialized social media analytics and reports automation tool.

For that reason, the tool goes in-depth for tracking every available metric across all the main social channels including Facebook, Instagram, TikTok, YouTube, LinkedIn, and Twitter.

Metrics can be broken down into paid and organic, and posts can be segmented by theme via tagging. Follower demographics can be seen based on age, gender, country, and city.

Social Status also supports newer media types like Instagram Stories, Instagram Reels, and YouTube Shorts. Social reports can be exported to CSV, PDF, PowerPoint, and Google Slides.

Pro: Social Status is especially popular with digital agencies and brands who need to white label and customize different report templates for different clients or stakeholders.

Con: There are no publishing, scheduling, or listening features in Social Status since it is a dedicated social analytics tool. 

Price: $29/month onwards

Read More: 120+ Instagram Caption Ideas For Every Type Of Posts

5. Vaizle

Vaizle is a Meta ad analytics, social media benchmarking, and reporting tool for startups and enterprises who need actionable insights in the simplest possible way. 

You can get an in-depth analysis of your daily ad spend, latest trends, and top-performing posts along with easy-to-create customizable pdf reports. Vaizle also provides various free tools that provide ad analytics as well as social media analytics across Facebook, Twitter, Instagram, LinkedIn, YouTube, and Google.

It also provides daily insights across multiple variables in the form of graphs, charts, and numbers that aids you in improving your social media performance.

Vaizle is being used by 2000+ happy customers across 90 countries. Some of the few clients that used Vaizle to improve their overall social media performance are American Public Media, Rainbow Financial services, FTI Consulting, and IMCG Creative. 

Pro: An easy-to-use Meta-ad and social media analytics tool that transforms data into actionable insights in a sorted and simplest possible manner.

Con: It does not provide a scheduling feature.

Price: $59 -$149 per month

6. Brandwatch

Data is huge these days and Brandwatch is all about it. They set you up with the right industry data to make smart marketing decisions.

Brand monitoring online has never been easier. Brandwatch provides you with in-depth insights into your target customers’ thinking per time, which makes it super easy to sell to them.

Pro: You can search the Internet for specific conversations about your brand, segment those conversations into categories, and analyze them to spot critical information. Additionally, they have an image analysis tool that can uncover logos.

Con: Brandwatch can be quite technical for someone new to brand monitoring tools and the query structure can be tedious. However, for someone with medium to expert experience, this is one of the best tools to monitor online brand mentions.

Pricing: $108/month onwards

7. BrandMentions

BrandMentions is another powerful tool for measuring your social media marketing impact.

From brand monitoring, reputation management, and business intelligence to competitor analytics, the tool provides you with relevant information about the success of your brand awareness campaigns.

BrandMentions also provides real-time notifications; you get notified once your site gets a new backlink or is mentioned in places that matter across the web.

Pro: BrandMentions is a great option even for small businesses and is easy to use even for a novice. 

Con: Be sure to include/exclude mentions based on keywords otherwise you’ll get results that include spamming sites or results that are too generic.

Price: $99-$499 per month

8. Meltwater

Meltwater is the go-to social media tool if you want to focus on brand engagement, while also monitoring what is being said about you and your industry online.

This social media analytics tool can also help you connect with influencers and quantify your PR impact. 

One of the best ways to drive engagement is by using influencers. Meltwater makes it easy to connect with and vet influencers for your brand. You can also use the tool to manage influencer relationships and measure their ROI.

And like most other social media analytics tools, Meltwater provides email alerts that matter and reporting capabilities.

Pro: The site has over 1 million influencer accounts that you can easily filter and sort. This makes prospecting new high-profile accounts that are relevant to your brand easy. 

Con: Meltwater offers a limited number of users and you have to pay more for more users. Additionally, the price can increase easily for basic functions such as reporting.

Price: Available upon request

9. Coupler

Coupler.io is a data analytics and reporting platform designed to transform complex data into simple reports.

With numerous integrations, it allows you to collect and blend data from all your favorite apps, load it into spreadsheets, data warehouses, or BI tools, and gain a comprehensive view of your business.

Track marketing performance, and replace manual reporting with automated data collection from hundreds of apps.

Ensure data accuracy to analyze trends and predict marketing outcomes. Centralize information from multiple sources to enhance collaboration and decision-making.

Coupler.io integrates seamlessly with social media platforms like Instagram, TikTok, Facebook, and others, automating data collection and reporting. Use ready-made social media templates to gain insights and refine marketing strategies, empowering informed decisions and driving business growth.

Pro: Coupler.io provides automatic data refresh on a schedule, ensuring your data is always updated and accurate. The data stitching feature allows you to combine data from different sources into one sheet or table for easy reporting, survey response, or time-tracking data joining.

Con: Data visualization is available only as a separate service.

Price: $49-$249 per month

10. TapInfluence

Without a doubt, influencer marketing has become one of the most effective ways to reach today’s audiences.

But before spending a dime on any influencer, you want to measure the impact they actually have on your audience.

That’s where TapInfluence comes in; it helps you find the right influencers (who have a real impact) for your business.

It can be difficult to determine what to pay your influencers or even what they should be doing for your brand. From intelligence about an influencer’s reach and impact to their potential rates, TapInfluence can provide you with all this information. 

Pro: TapInfluence allows you to create campaigns, schedule, manage, and track influencer deliverables. Also, you can monitor engagement analytics on your campaigns from the platform.

Con: There’s still a lot of work needed to set everything up as the process is not fully automated. Also, Tapinfluence caters to enterprises, so the price is inaccessible for most agencies.

Price: Available upon request

11. SocialBee

SocialBee is an all-inclusive social media management tool that enables users to schedule, publish, and track their social media content across multiple platforms. 

The tool offers a robust analytics module that helps users track and analyze all their social media data in one place. Users can view and monitor their page and post analytics and receive insights into their overall social media performance.

SocialBee’s analytics module also allows users to track and compare their performance across multiple social media platforms, giving them a broad overview of their social media presence.

Pros: SocialBee’s comprehensive features make it a valuable tool for those looking to optimize their social media performance. 

Con: The platform doesn’t offer the ability to create, schedule, and analyze the performance of your content using its mobile app.

Price: Starts at $19 per month

Read More: 21 Instagram Story Ideas + 5 Expert Tips For More Views & Engagement

12. NetBase Quid

Want to know how people feel about your brand? Try NetBase Quid.

NetBase provides social analytics for brands.

Global brands like Taco Bell, Coca-Cola, and Yum! use this tool to track conversations around their brands on social and make important marketing decisions.

The tool analyzes consumer sentiment around your brand from social platforms, websites, forums, comment data, blogs, news, and review sites.

It also allows you to conduct social listening to understand your competitor’s audience. Also, you can monitor your brand to know when certain key actions occur. It also provides you with customer experience analytics. 

Pro: With these three functionalities, you can know exactly where your brand is getting love from, why customers are dissatisfied, and how you can intervene to get more people to love and trust your brand.

Con: NetBase Quid takes some time to grow on you as the various dashboard templates available are not as intuitive. Also, there is some limitation to the sentiment analysis tool.

Price: Available on request

13. Quintly

Do you want to know how your brand stacks up against competitors on social media?

Then quintly might just be right for you. Not only will you get a peek at your brand’s social media marketing performance, but also see how it’s performing against competitors.

Agencies can use this tool as well; they use it for client management, reporting, centralized analytics, and influencer ranking. Media houses can also use quintly for managing their social media platforms as well as tracking relevant conversations and campaigns.

Pro: The tool is simple to set up and has a minimalist user interface, which makes it easy for even the least tech-savvy users to learn how to use it.

Con: The data insights provided can be a little ambiguous, so you may not be able to link ROI or see attribution from individual posts. 

Price: $449/month

14. RivalIQ

Similar to many other social media analytics tools, Rival IQ helps you track your social media performance.

Rival IQ will send you alerts whenever your competitors post high-performing content, such as boosting social media posts. This gives you the chance to quickly respond before you start losing a chunk of your market share.

Rival IQ also lets you see what content your audience prefers to see, and helps you discover fresh and relevant content ideas.

Pro: Easy to conduct competitor analysis because of the alerts and the tracking you can implement with this platform. 

Con: Rival IQ is competitively priced on a tiered structure which can get expensive if you want additional data.

Price: $239 – $549 per month

15. DashThis

DashThis is an automated reporting tool for marketers, agencies, and social media managers.

With this tool, you can create one dashboard that includes all your social media data and marketing data, automatically updated every single day!

Native integrations include Facebook, Instagram, Twitter, LinkedIn, Youtube, Google Analytics, multiple SEO tools, and much more.

Pro: DashThis provides time-saving features to help you set up your dashboards in seconds like preset report templates, preset KPIs, and much more.

Con: Users reported that once your dashboards are set up, you can’t change data sources manually, and require third-party assistance for any changes to your dashboard.

Price: $249 – $399 per month

16. Sprout Social

Brands like Adidas, Nordstrom, and Edelman use Sprout Social for social media analytics and management.

This tool lets you create social media calendars, schedule posts, and listen to relevant social media conversations.

Sprout Social also provides an agency partnership program, where they partner with agencies — providing them with educational materials, reporting templates, and social media marketing strategies. But most importantly, it gives agencies exposure to brands that already use Sprout Social.

Pro: Sprout’s publishing workflow supports multiple channels and has an intuitive link preview mode so you know exactly what you’re posting. 

Cons: Sprout has an á la carte pricing that makes it expensive if you want extra data such as more analytics. Also, reviewers experienced hiccups when posting on Facebook and Instagram.

Price: $249 – $499 per month

17. Emplifi

Emplifi lets you measure your social media performance, benchmark your results against industry players and report your entire social media activities.

Additionally, you can use this tool to publish, create personas, manage your communities, and generate analytics to help you create and optimize social content.

This social media analytics tool uses Artificial Intelligence (AI) to find your target audience on social, the content they’re most interested in and the influencers they love. All of these make social media marketing and management easier and more effective for your business.

Pros: Emplifi makes automating your social media management easy by enabling you to know your popular content, the best times to post, discover new content, and even target and recruit influencers.

Cons: Lower-tier plans offer just a few months of history, which can be limiting if you’re more interested in analytics.

Price: $240 – $480 per month

18. Brand24

Brand24 collects all the mentions about a keyword, product, or brand name on the web and provides you with a comprehensive analysis of it.

It shows you where your keyword has been mentioned, the ratio of positive to negative sentiments about it, top sources and users of the keyword, and related terms around it.

Pro: Brand24 has an attractive user interface that is very user-friendly and doesn’t require a lot of technical knowledge to use it.

Con: The costs tend to add up when data quotas are exceeded.

Price: $119 – $299 per month

19. Mention

Used by brands like Asos, Microsoft, and Ogilvy, Mention is widely known, and as its name implies, as a social media reporting tool for tracking the mentions of specific terms online.

This social media analytics tool picks up mentions of the names of your competitors or their products, your brand or product name, relevant hashtags, and many more.

Mention also provides a feature that helps to see the different languages through which consumers talk about you or your competitors, including relevant timeframes and locations.

Plus, you also get to identify top-performing topics in your niche and repurpose it for your business.

Pro: Most platforms only engage with customers, but Mention engages with both customers and employees. This gives you more data to work with.

Con: Mention only shows data collected after setting it up. It doesn’t collect sentiment from past activity, and there is no historical data available.

Price: $179 per month

20. Followerwonk

Followerwonk specializes in Twitter analytics.

It helps you search Twitter followers with the highest follower numbers, compare Twitter accounts, analyze any Twitter user’s profile, and track changes in follower numbers — whether for your brand or a competitor’s.

Pro: The Search Bio function allows you to search for influencers and potential clients within your industry and rank them by the number of tweets, followers, followed users, account age, and social authority.

Con: This free social media analytics tool only allows you to analyze accounts with less than 25,000 followers and you can only perform 50 searches, 20 analyses, and 20 comparisons per day and receive 100 results only per search.

Price: Free – $79/month

21. Iconosquare

With Iconosquare, you can measure the impressions and reach of your Facebook and Instagram posts and stories.

You also get to see when your customers are mostly online, so you can put out content only when they are most likely to engage with it. Making it a competitive social media analytics tool option.

Iconosquare also lets you monitor comments and respond to them, after which you can tick them as read so everything remains organized.

Pro: Iconosquare features are beautifully designed and easy to use. You’ll love its advanced scheduling feature, customized Instagram feeds, and comment-tracking ability.

Con: The software does not separate paid and organic post analytics.

Price: $79 per month

22. Audiense

Audiense Connect is a great social media reporting tool from Audiense that helps you uncover details about your audience, discover relevant macro and micro-influencers, and call the best social media marketing shots.

Brands like DHL, Carlsberg, Puma, and Fox Sports use Audiense to discover audience segments relevant to their businesses and make smarter social marketing decisions — especially on Twitter.

Pro: Audiense Connect has brilliant social listening features that help you to understand what audiences are doing on Twitter. Advanced reporting is also really useful for creating events, hashtags, and industry reports.

Con: Audiense Connect offers limited features for lower-tier users, and pricing errs on the higher side for access to more features.

Price: $1499 per month

23. Tailwind

Tailwind lets you manage and analyze your Pinterest and Instagram efforts at scale.

You can discover content, schedule posts, monitor conversations, amplify reach, and analyze your social media performance on Pinterest and Instagram all with one tool.

Trusted by over 2000 brands and agencies, including Walmart, eBay, and Unilever, Tailwind uploads your images in bulk and automatically optimizes your posts to be published at your users’ most engaging times. Also, it uncovers information about your audience, which ultimately improves and measures results.

Pro: Tailwind’s analytics are quite impressive. You get to see how many follow, re-pins, likes, etc., your page has gotten. You also get to see stats for individual pins so you can see what’s getting the most love from your audience.

Con: Tailwind has many capabilities making the dashboard a bit overwhelming for some users. Also, it is extremely affordable

Price: $79.99 per month

24. Unmetric

Do you want to know how far your posts travel?

Unmetric helps you see the number of impressions reach and the overall engagement your social media posts get. It also shows you who your top influencers are, and allows you to monitor analytics in real time — helping you take faster marketing decisions.

Pro: You can quickly build reports based on keywords or hashtags and export these reports as PDF or XLS files. 

Con: It lacks analytics for LinkedIn and TikTok.

Price: $1000 per month

25. Sociality.io

Sociality.io is an all-in-one social media management platform. The platform covers 5 different modules that every social media marketer needs: Publish, Listen, Engage, Analytics, and Competitor Analysis.

With its comprehensive and powerful social media reporting and analytics tool, you can easily streamline the social media reporting process, save time and help make data-driven decisions that drive results. Sociality.io gives you the insights you need to optimize your strategy and stay ahead of the competition.

Pro: Sociality.io covers the whole social media management journey in one single dashboard, starting from publishing your content at once, listening keywords and mentions of your brand, engaging with your audience, and creating comprehensive social media reports and competitor analysis reports. 

Con: Sociality.io does not provide a scheduling feature for TikTok for now.

Price: Starts from $99/month with a 14-day free trial

26. Whatagraph

Built for marketing agencies and in-house marketers, Whatagraph lets anyone create a marketing report within minutes. Once you’re done creating amazing marketing campaigns, this tool helps you report on the results by connecting to the marketing platforms you use.

Speaking of which, there are 40+ data sources to connect to, including Google Ads, Google Search Console, Ahrefs, SEMRush, and many others. To get started, you can create reports from scratch or use one of the 100+ available marketing report templates.

Agencies will love the customization options as they can change all aspects of the reports, including the widgets and their placement, as well as elements such as colors and logos. You can go one step further and white label your reports, removing all Whatagraph branding.

Pro: Its ease of use, high degree of customization, excellent customer support, and large template library are praise-worthy.

Con: You have to opt for the annual pricing, and at $199 per month for the cheapest plan, things can get expensive

Price: From $199 per month

27. Statusbrew

Statusbrew is one of the top social media analytics tools that helps teams get insights in a way that can be used for benchmarking, decision making & smart future planning. It supports all major social channels like Twitter, LinkedIn, Facebook, Instagram, YouTube, etc. and saves you a lot of time and effort by providing you with a centralized platform.

You can build intuitive and data-rich reporting dashboards using 200+ metrics and share the reports as a PDF, CSV or even directly as live links. You also get summarized reports in your email on a daily, weekly or monthly basis. 

You gain crucial insights and grasp a deeper understanding of your customers and target audience on social media via Statusbrew’s reports. 

Pro: The tool enables you to monitor social media conversations in real-time, uncovering patterns and insights in the data. Its social listening feature keeps you informed of the latest trends, competitors, and advancements in your industry.

It also facilitates better team collaboration by integrating with communication and business tools. Also, you can benefit from its AI-backed sentiment analysis to improve your customer experience management.

Con: Having so many metrics can sometimes confuse and overwhelm newer users. Some integrations have certain limitations and may not support all features.  

Price: Starting from $129 per month

The Final Verdict

There’s no one-size-fits-all answer for the best social media analytics tool; your best bet is to look carefully at each option, select the ones that suit your needs the most, and try them out.

With this list, you can see what each of the tools does, make a full comparison, select the ones that seem to suit your needs, try them out and make a concrete decision.

Keyhole helps marketers make data-driven decisions while streamlining their social media management efforts. On top of campaign tracking, influencer marketing, and social listening, now you can also use Keyhole’s social publishing and scheduling, all in one platform.

Saving marketers an average of 5 hours a week on gathering and social media reporting data, Keyhole also saves marketers over $7,000 every year in manual work. Contact us and let us get you the metrics you need to get the most out of your social media strategy.

The post 2024’s Best 27 Social Media Analytics Tools For The AI Age appeared first on Keyhole.