Instagram Messages: How Businesses Can Engage Their Audience & Tools to Manage Your Inbox

There are many ways you can capture the attention of your followers on Instagram (and social media in general), but hardly anything is as powerful as establishing a strong relationship with your followers and potential customers via Instagram messages.

In this post, we’ll give you a clear overview of why Instagram messages are important for your business, the different kinds of direct messages (DMs) you can send, and how you can use this feature to grow your brand.

Let’s begin with a quick intro to Instagram messages. 

If you’re already familiar with Instagram messages, feel free to jump to the next section.

Jump Links:

What are Instagram Messages?
Plain Text Messages
Pictures and GIFs
Video Content
Voice Messages
Video Calls
Group Messages
Reactions

Why Should You Include Instagram Messages in Your Marketing Strategy?

How to Use Instagram Messages to Build and Increase Brand Loyalty

3 Tools to Manage Your Instagram Inbox

What are Instagram Messages?

Instagram has its own private messaging feature, which enables you to have one-on-one or group chats with other Instagram users. 

Instagram messages, more commonly known as Instagram direct messages, or DMs for short, take the communication with your loyal followers and favourite influencers beyond your feed and allow you to develop a stronger connection with your network.

In today’s noisy world, being reachable and responsive goes a long way in building long-term relationships and driving competitive advantage.

There are a few types of Instagram messages you can send and receive:

Plain Text Messages

You can use plain text messages to answer questions and provide support, reach out to a particular Instagram user, and to start conversations.

Pictures and Gifs

Privately send relevant photos with your followers to let them know of a new arrival in your store, announce an event or raise awareness on an ongoing promotional campaign. 

In many instances, our clients will send you pictures to let you know that they’ve received your product or started seeing results from your service.

If you get consent, you can later use these photos as testimonials and share them publicly on your feed or via Instagram stories.

Video Content

The option to send videos can prove to be incredibly useful if you plan to send demos or showcase close-ups of your products and their attributes/functionalities.

Voice Messages

Instagram recently introduced the voice messages feature which allows you to record and send voice messages to your followers.

Brands tend to use pictures and plain text messages more often than voice messages.

Video Calls

Instagram supports audio and video chat, but much like voice messages, this is a feature that is mostly used by individual users. 

Group Messages

Instagram messages do not have to be a one-on-one thing. Instead, you can create groups of people with similar interests and share information with the entire group at once.

Reactions

When you “react” to an Instagram story, the reaction will be sent as a direct message. This is a great way to quickly show your support, and it can be an effective conversation starter.

You can send messages from four different places in your profile.

1. You can enter the direct messages screen (basically your Instagram Inbox) and search for a user that you want to contact – or simply click on a message you’d like to reply to…

2. You can search for a user and click the “message” button on their profile…

3. You can respond to someone’s story by sending a text, a reaction, a gif, or a photo…

4. You can directly share a post as an Instagram message, by clicking the paper plane button under the post you want to send.

Why Should You Include Instagram Messages in Your Marketing Strategy?

Now you know what types of messages you can send via Instagram.

But you still might be wondering how you can utilise Instagram’s direct messaging feature to drive real business results.

Here are the three ways Instagram messages can help your brand:

Create Networking Opportunities

Instagram Direct is the perfect place to connect with like-minded people and professionals in your niche, or reach out to industry influencers who have an audience that might be interested in your product line.

Improve Brand Loyalty

You can use Instagram messages to answer to any of your potential clients’ inquiries, offer after-sales support, or show appreciation to your fans and loyal customers. 

Being reachable and available will allow you to gain your followers’ trust and connect them on a deeper level, which will ultimately help you drive more repeat purchases and increase your customer lifetime value. 

Increase Personalization

According to Forrester Research’s VP and Principal Analyst, Sucharita Kodali 36% of shoppers want brands to make more personalized offers.

Similarly, a recent Forbes article outlining the findings of a survey by Segment argues that personalization can drive impulse purchases, minimize returns, increase brand loyalty and ultimately – increase revenue.

And what’s a better way to increase personalization than by talking to your customers one-on-one, where they can ask what they want, and you can give them the information they need? 

Next, we’ll talk about…

How to Use Instagram Messages to Build and Increase Brand Loyalty

Answer Messages

A lot of brands focus on creating new content for their Instagram feeds and stories, but don’t pay as much attention to the reactions or questions they receive in their DMs.

Chances are, you have some unanswered messages in your Instagram inbox right now – if you do, we urge you to take a couple of minutes and answer them as soon as you finish reading this.

There is nothing that will repel your potential clients as much as getting the silent treatment from one of the brands they love.

So, whenever a member from your community reaches out to you through a direct message, make sure that you respond to their message and give them the information they’re looking for. 

Sometimes, your followers will reach out to ask you something about your products – be it where they can find them, or if the product they’re interested in is still in stock, or they’ll ask the typical “how much does it cost” question.

Other times they might raise a complaint or share with you how satisfied they are with their purchase. 

Whatever the case, if you wish to be successful in the long-run, you have to make sure that you handle all these messages the same way: with care and in a timely manner.

Show Your Top Fans Some Instagram Love

Every brand has at least a few loyal fans who are constantly engaging with their content.

Constant engagers are impossible to miss – even if you have hundreds of thousands of followers.

They’ll react to your stories, give you a shout-out whenever you post something new or interesting, join your Instagram lives, participate in your polls, and will like and comment on your photos. 

These people? They’re golden!

They’re practically promoting your brand without you asking (or paying) for it!

So, you need to do everything you can to encourage them to continue engaging with your content.

The easiest way to do it?

Recognise their effort.

Slide into their DMs and thank them for showing you continuous support.

If you’re feeling extra generous, offer them a special discount code.

These people have probably bought from you in the past and are very satisfied with their purchase, or they really like your products but have been postponing the purchase for some reason.

Giving them an incentive like a discount can easily turn their virtual engagement on social media into a sales conversion.

Suggested Reading: What is a Brand Ambassador? & How to Launch a Successful Ambassador Program

Reach Out to People YOU Admire and Would Partner With

You probably already know the power of influencer marketing – nowadays an increasing number of brands partner with individual creators with a huge following to spread the word about their products. 

People that follow Instagram creators are inspired by what these individuals do, wear, and consume, so appearing on their feed will likely help you get on the radar of a wider audience and sell more of your products.

However, the best influencers on Instagram are receiving hundreds of messages from brands that want to collaborate with them.

Getting your targeted influencer to commit to your brand before they commit to one of your competitors requires some work. 

That’s where Instagram direct messages come in the picture.

Establishing a direct communication on Instagram after you’ve engaged with their posts and stories gives you a much greater chance of being considered as a potential partner, than reaching out via email.

Remember the story “reactions” we mentioned before?

Instagram messages keeps a history of interactions and reactions, so by sending a message, this influencer you’re contacting will be able to scroll back in time and see that you’ve been following their work for a longer period and that you’re genuinely interested in connecting.

This will give an edge over your competitors.

Suggested Reading: Influencer Marketing: An Expert Guide On Marketing’s Next Big Thing

Drive Sales

You can send or direct people to your Instagram messages using clear CTAs in your Instagram posts and stories. 

Suggested read: Instagram Stories: 16 Killer Tips to Stand Out in 2019

According to a 2017 story by Business Insider, a whopping 72% of Instagram users have bought a product that they’ve seen on the app.

Including adding a simple CTA to your content such as “DM me for more info” will do wonders for your business, and especially your sales.

Once people do contact you, you can give them the extra attention and the tailored info they need to turn to convert into paying customers. 

To make it easier for creators and businesses to respond to direct messages and inquiries, Instagram has rolled out a quick reply feature for its business and creator accounts.

As the name suggests, quick replies save you a lot of typing, by allowing you to use a shortcut in order to load a pre-saved message.

This works well if there is a campaign you’re currently running, you’re launching a new product, or you’re organizing an event – anything where you would need to write a lot of repetitive information, and things that people would like to know the details of.

Here’s how you can add a quick reply.

Step 1. Enter “settings” in your business or creator account.

Step 2. Click “business settings” or the “creator” tab in the menu.

Step 3. Select ‘Quick Replies’.

Step 4. Create your quick reply and add a shortcut.

Remember to include only the repetitive info as part of your quick reply – you’ll still want to personalize your messages by greeting the person who is writing to you in the beginning and adding an appropriate CTA at the end.

Let’s say you’re launching a new organic skincare product. 

In this case, your quick reply should sound something like this:

ORGANIC PRODUCT is a premium blend of INGREDIENT, INGREDIENT, INGREDIENT, which are all known to reduce the appearance of wrinkles and fine lines. ORGANIC PRODUCT is clinically tested and completely cruelty-free.

And then, let’s say someone has sent you a message asking for the ingredients of this product once you announced it on your feed. 

Here’s what you’d do:

Hi Jane Doe! Thanks for contacting us. ORGANIC PRODUCT is a premium blend of INGREDIENT, INGREDIENT, INGREDIENT, which are all known to reduce the appearance of wrinkles and fine lines. ORGANIC PRODUCT is clinically tested and completely cruelty-free. (Add by typing the shortcut) Are there any other questions we could answer for you?

3 Tools to Manage Your Instagram Inbox

An even easier way to manage your Instagram messages is by using some of the following tools:

The Native Instagram App (Desktop Version)

Using the native Instagram app will allow you to easily track and respond to messages using your desktop computer. The native Instagram app is free and can be downloaded from the Microsoft Store.

IG:dm

IG:dm has the same functionalities like the desktop version of Instagram, and some other useful features like quoting messages, disable ‘read’ receipts and viewing unfollowers. IG:dm is compatible with Windows, Linux and MacOS. The basic version of the app is free.

Agorapulse

Agorapulse is a convenient inbox management platform that allows you to manage all your social platforms’ inboxes using a single dashboard. Agorapulse’s plans start at $79/month.

Final Thoughts

Even though Instagram messages are an effective way to engage Instagram users, a lot of brands don’t take full advantage of the Instagram DMs feature.

This is due to several reasons, including: not knowing what Instagram messages are best used for, thinking that one-on-one engagements with followers consume a lot of time, or simply focusing too much on other marketing tactics.

By allowing you to privately contact Instagram users, Instagram messages enable you to tailor your messages to cater to every follower’s interests and their stage in the buyer’s journey.

With DMs, you can create a sense of exclusivity and build stronger relationships with your audience.

Of course, you can expect positive results from your direct Instagram messages outreach if you take the time to tailor the messages. Sending copy-pasted, generic messages doesn’t have any impact – or, worst case scenario, could lead to negative consequences.

Happy DMing!


Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free.

Using Twitter Advanced Search to Diversify Marketing and Increase Engagement

With 335 million active users, Twitter is undeniably the home of amazing opportunities, especially for brands that want to engage with their fans and followers.

From finding leads to providing customer support to free PR and media mentions, the marketing opportunities are endless. 

Before you get too excited, there’s a but. 

The more users join Twitter, the harder it gets to find these opportunities as they get mixed up with more than 500 million tweets sent each day.

Thankfully, Twitter knows its stuff! 

To help you get as much value as possible out of Twitter, the platform offers Twitter advanced search. 

This powerful tool will let you find exactly what you’re looking for without having to scroll through thousands upon thousands of tweets.  

The Twitter advanced search tool is a goldmine for marketers as well as business owners. 

In this guide, you’ll learn exactly how to use this tool as well as powerful ways that you can use it to grow your brand exponentially.

Let’s get this show on the road. 

Jump Links:

What is Twitter Advanced Search?

Why Use Twitter Advanced Search?

1. Use Keywords and Hashtags to Find Potential Customers
2. Understand Your Target Audience
3. Reputation Management
4. Find Relevant Industry Influencers
5. Keep Track of All Your Mentions
6. Be the King of Customer Service
7. Find Media Opportunities

How to Use Twitter Advanced Search:
The Parameters:
1. All of These Words
2. This Exact Phrase
3. Any of These Words
4. None of These Words
5. These Hashtags
6. Written In (Language)
7. From These Accounts
8. To These Accounts
9. Mentioning These Accounts
10. Date Range

Getting More out of Twitter Advanced Search

What is Twitter Advanced Search?

Have you found yourself looking for something on Twitter all day to no avail?

You are pretty sure that it’s in there somewhere but you’re now cross-eyed from scrolling through all those tweets. 

The advanced search tool is your saving grace. 

This tool has turned Twitter into a social search engine. The tool allows you to narrow down your search results to specific words, date ranges, people and more. 

This makes it easy to find specific tweets.   

The Twitter search tool is available when you’re logged in to twitter.com either on the mobile app or web browser, via the platform’s toolbar search field by clicking on the choosing Advanced Search. 

You can also access it directly by heading to twitter.com/search-advanced.

From here, you can use the specific parameters available to comb through billions of tweets.

Why Use Twitter Advanced Search?

Now before we get you confused with the technical aspects of Twitter Advanced Search, let’s first understand why you should be using the Twitter advanced search tool. 

1. Use Keywords and Hashtags to Find Potential Customers

With billions of people using Twitter daily, the likelihood of finding people interested in your product or service is high. But it may be difficult to find these people if you don’t have a proper way of doing it. 

One way to do this is by using keywords related to your business. These are the words that your target audience are likely to use while searching the platform for products. 

Say you sell yoga pants. You can use keywords such as ‘buy yoga pants’, ‘I need new yoga pants’ etc. You’ll then see all the people who have used these keywords in their tweets. 

Hashtags are another effective way of finding new prospects. Hashtags have really evolved since their inception and people today unconsciously use them as part of their vocabulary all the time. 

So as a yoga pants business owner you’ll be interested in popular hashtags such as #iloveyoga #yogapants #ineednewyogapants, etc. 

Once you’ve found a list of potential prospects, reach out to them, start a conversation and build a relationship with them before you sell them your products. 

2. Understand Your Target Audience

Enough emphasis cannot be placed on understanding your target audience. To reach more people you need to understand who these people are and what they want. 

Twitter’s advanced search is a great way to learn about your target audience’s likes and dislikes.

Whenever you search a related keyword you will be able to see what people are saying about products and services related to your business.

Are they excited about them? Is there a need for them? Are they complaining? Do they need more variety? 

Armed with this information, you can then craft a marketing strategy that offers them the kind of information they are craving for.

You can even go further and create the type of product or service that your target audience wants. 

The bottom line here is to understand your target audience’s needs so that you can offer them value. 

3. Reputation Management

Every brand should be aware of what people are saying about them. 

It’s important to be aware of both negative and positive talk about your brand.

Positive talk lets you know what you’re doing right so you can keep doing it. Negative talk allows you to know where you are failing so that you can do better. 

Advanced search allows you to filter tweets to just those that mention your brand. You can also use emoticons such as “:)” and “:(” when searching your brand on Twitter to find out people’s sentiments about your brand.

The emoticons will let you know which users are happy or sad whenever they’re talking about your brand. 

For best results, exclude your Twitter username from search results so that you’ll be able to see tweets that mention your brand, but haven’t tagged you directly.

4. Find Relevant Industry Influencers

Influencers are the word-of-mouth of social media. 

You most certainly want the who is who in your industry talking about your brand and your products and services. 

But how do you get to know who these influencers are?

Easy. Use the Twitter advanced search tool. 

Use hashtags to find influencers on Twitter and take your influencer marketing to the next level. 

However, not all influencers are equal. You want to use only those influencers have a direct influence on your brand. 

For instance, going back to the yoga pants example, you want to use influencers who at least have an interest in yoga pants, not just anyone who has a large following on Twitter. 

People are more likely to be interested in people who have similar interests to them. 

5. Keep Track of All Your Mentions

You’ve probably been managing with keeping track of your brand mentions via Twitter notifications. But did you know that not everyone talking about you on Twitter will take the time to tag you?

This means you are missing out on lots of information regarding what people are saying about you just because they didn’t mention your Twitter handle in their tweets. 

Search Twitter for brand mentions using queries which include your brand name, common misspellings and your website. 

6. Be the King of Customer Service

Twitter is particularly popular as the place where customers go for customer support

Long gone are the days when your first instinct would be to pick up the phone and call the company for assistance. Now we all run to social media. 

Can’t complete a purchase? Ask for help on Twitter.

Your WiFi is not working? Complain on Twitter. 

Being on top of such complaints will give you the opportunity to offer instant help before things get out of hand. It’s always good to be known as the brand that offers effective customer support in seconds. 

Find complaints and fans’ issues using advanced search queries including your Twitter handle and terms such as “help,” “support” and service. 

7. Find Media Opportunities

Journalists and PR companies are always on the lookout for brands they can use to interview or feature as case studies. They will use Twitter to find such brands. 

Media mentions can go a long way in promoting your products and services, creating brand awareness, improving your brand reputation and most importantly, it’s free advertising for your products/services, events, campaigns, etc. 

Search Twitter for such opportunities using hashtags such as “#journorequest” and “PRrequest.” Remember to include your niche or industry in your search eg. #Journorequest yoga pants.

How to Use Twitter Advanced Search

You’re already in love with the advanced Twitter search tool, right?

Now let’s get down to how to use the various parameters. 

When you first land on the Advanced Search Page you may get a little overwhelmed. 

But don’t panic, it’s not as hard as it seems. 

We’ve broken down each parameter to help you understand how to use them so that you can harness the full power of this tool. 

First things first, a quick reminder of how to access the advanced search tool: 

Enter a search term in the toolbar search field then click on the Advanced Search feature. 

You can also access it directly by heading to twitter.com/search-advanced.

The Parameters

1. All of These Words

The search tool will search for tweets that contain—in no particular order—all the terms you enter in this parameter. 

If you want to search for a phrase instead of individual words use quotations (e.g. “buy yoga pants”). 

This parameter is helpful when you want a broad idea of what people are saying when they use particular words.

Sometimes you may not be sure what you’re looking for, so starting broad is a good idea.

Here’s an example of a search with all of these words:

As you can see, it returns results that include any or all of the search terms (buy yoga pants).

2. This Exact Phrase

If you want to search for a specific phrase, this is the best parameter to use because you don’t have to add quotations around your phrase—it does that for you. 

This parameter is great when searching for quotes or full names.

Here’s an example of an exact phrase search: 

See the difference? Results are refined to tweets with that exact phrase and not individual words as with the ‘all of these words’ parameters. 

3. Any of These Words

This parameter separates each word or phrase you enter with an “OR” when the search query is performed. 

For instance, if you want to search for brand mentions you can add your brand name, Twitter handle, hashtag and website. Twitter will then give your results containing either of these search terms. 

Here’s an example using the brand Hootsuite:

4. None of These Words

You may not give this parameter much thought but it’s also important.

It’s very helpful if you truly want to narrow down your search results.

For instance, when searching for yoga pants, you may want to exclude results of yoga poses which are very popular. 

It’s also a good filter to add if you don’t want to see tweets that contain a competitor’s name or customized hashtag. 

5. These Hashtags

This is the parameter that you use to search for tweets using your custom hashtags or industry-related hashtags. You don’t need to add the hashtag symbol in terms listed in this field.

6. Written In (Language)

Find tweets that are written in the language of your choice. 

There’s no point in having tweet results show up in other languages if they are not applicable to your brand. 

7. From These Accounts

This parameter allows you to find tweets by specific accounts. You can add usernames of one or more accounts here with or without the “@” sign. 

This is a good parameter to include when you are monitoring your competition. 

Let’s use the Hootsuite example again. As you can see, the results are only tweets from Hootsuite. 

8. To These Accounts

Again, if you’re monitoring your competition and want to see what people are saying about them, just enter their usernames here. 

Here, the results are all the tweets sent to Hootsuite:

9. Mentioning These Accounts

Want to see your competition’s mentions? Enter their usernames here.

NOTE: You can find people’s emails on Twitter by searching for their usernames and the keyword “email” or phrase “email address”. 

10. Date Range

Use this parameter to search for Tweets either before or after a date. You can find tweets that are between two dates.

Getting More out of Twitter Advanced Search

While the Twitter advanced search tool does a pretty neat job to help you find the information that you’re looking for, there are still many ways to narrow down your search even more.

In addition to getting well-filtered results, you need a tool to help you organize these results into useful information.  

In doing so, you ensure that you get high-quality results that will better inform your marketing team so they’ll be able to craft an effective marketing strategy

Keyhole is an advanced social media analytics tool that will help you conduct effective social media listening, brand monitoring, influencer marketing, market research and more all from one dashboard. 

Check it out for a chance to unlock your social media potential. 

The Twitter advanced search tool is a gateway to a world of marketing opportunities for your brand. So start taking full advantage of it today and get the most out of your Twitter Advanced search queries.

Get searching!


Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free.

Using Hashtag Tracking to Optimize Social Listening Strategy [+ Tools!]

When many marketers and community managers think of social listening, manually scouring through sets of posts, tweets and messages comes to mind.

But being left with a small relevant dataset is common, even though the process involves keyword research to target what your audience is saying about your brand and competitors.

Adding hashtags to your social media listening strategy can help ease the problem.

By tracking certain tagged topics, you’ll collect more applicable information about what your audiences say and think about you. Your understanding of how to market your brand will improve as a result.

Jump Links:

What is Social Listening with Hashtags?

5 Types of Hashtags to Monitor:
1. Brand Hashtags
2. Your Competitors’ Brand Hashtags
3. Chat Hashtags
4. Event Hashtags
5. Campaign Hashtags

5 Social Listening Tools

What Is Social Listening with Hashtags?

Also called social media monitoring, the goal of social listening is to gain an understanding of how people perceive your brand based on what they say about it online.

Standard social listening involves tracking what consumers say on virtually any digital space, using hashtags enhances the library of data collected on social media platforms such as Twitter and Instagram.

It’s a type of data mining.

It revolves around identifying posts that use tagged topics, along with analyzing those posts to quantify metrics such as influence and engagement.

Hashtag tracking plays a key role in social listening because:

  • It’s easier to identify hashtags than keywords, since they’re already somewhat popular
  • Members of your target audiences use industry-related hashtags
  • You can track the activity levels of hashtag trends and conversations, helping you determine how large a crisis is or how popular a positive message is
  • By adding sentiment-based keywords to your trackers, you can measure the general feeling about a given tagged topic

5 Types of Hashtags to Monitor

The scope of your social listening strategy won’t be wide enough if you only track one kind of hashtag.

As you plan and implement the strategy, consider monitoring these five different types of hashtags:

1. Brand Hashtags

Track these hashtags along with positive (fun, great) and negative (bad, won’t) keywords to measure sentiment.

As you identify users with clear opinions one way or the other, reach out.

This could involve asking what they specifically like or dislike, building genuine conversations to earn their appreciation.

As a bonus, these conversations could result in developing ideas to improve your product or service.

Not only should you include your brand hashtag when sharing original content, but encourage your fans and followers to use it too. This is a win-win scenario, because:

  • You’ll have more social content to track and analyze
  • Users will have a clear way to share posts with the community interested in your brand, helping them gain a larger following

Example: #JustDoIt

Under Nike’s famous brand hashtag, people share posts about sports, athletic apparel and motivation.

Keeping tabs on the hashtag gives Nike a clear picture of what their target markets think about the brand’s identity.

2. Your Competitors’ Brand Hashtags

What you can do for your brand, you can do for the competition.

As potential customers use opposing hashtags, track them and use keyword filters to figure out what prospects do and don’t like about other brands.

When you identify a prospect, you may feel the need to gently reach out and explain why you succeed where your competitor fails. This can involve giving a demo or free trial, depending on your industry.

On the flip side, look out for satisfied customers.

If your company doesn’t offer the service or product that made them happy, your team may have a new idea to consider.

Example: #BeMoreHuman

https://twitter.com/RolandGuillot1/status/697737640955768833

By monitoring the Reebok hashtag, Nike digital strategists can figure out which posts:

  • Earn the most engagement
  • Express a clear opinion about the Reebok brand
  • Reveal prospects to follow up with

From there, Nike’s social team can take the approach it wants to when it comes to interacting with users or studying successful content.

3. Chat Hashtags

A quick search using key terms should reveal chat hashtags relevant to your industry and audience.

Popular on Twitter, you can monitor a chat to learn more about users who are interested in the subject matter.

Tracking relevant chat hashtags as part of your social listening strategy allows you to:

  • Make content ideas based on people’s opinions, pain-points and comments
  • Track if your company or competition is referenced during the conversation
  • Connect with new prospects, as many people who may be interested in your company might not know about it

Example: #SoloPR

Your brand stands to benefit as a member of either category. As a public relations team, you can make new contacts.

As someone who targets these professionals, you can stay on top of industry trends.

4. Event Hashtags

As more marketing and public relations teams use social media to amplify events, tracking event hashtags should secure a spot in your social listening plans.

Monitoring activity before, during and after the big day can provide insights about:

  • Any concerns attendees have
  • Which parts of the event were most appreciated
  • When activity around your hashtag rises, and if any spikes correlate with certain parts of the event

Example: #GRAMMYs

It’s not your average event in terms of scope, but social media marketers in the music and entertainment industries stand to benefit from tracking #GRAMMYs on Twitter.

Staying on top of your data feed and tweeting appropriately can boost audience and engagement numbers as moments go viral, users disapprove of a speech or if there’s backlash against a winner.

5. Campaign Hashtags

Not everyone will directly mention your brand when using your campaign hashtag, meaning there’s a clear need to track the tag’s performance as part of your social media monitoring strategy.

The same goes for online campaigns from rival brands.

Similar to brand hashtags, you should track campaign hashtags with and without sentiment-based keyword filters.

Doing so gives segmented looks at how consumers view the campaign.

It’s easier to sort through relevant and irrelevant data – as well as pinpoint issues and action items – as a result.

Example: #ShareACoke

Coca-Cola’s famous campaign never seems to end, as customers keep sharing photos of namesake cans and bottles.

By monitoring this campaign hashtag as a competitor, you can:

  • Develop ideas for future campaigns
  • Learn how to alter your products or make new ones
  • Determine which types of digital content you should be making and encouraging your audience to create

Tracking this hashtag as part of Coca-Cola’s social listening strategy helps its marketers:

  • Repurpose the most popular content
  • Reach out to well-known personalities using the hashtag
  • Study what charged the campaign’s success

5 Social Listening Tools

If your digital team doesn’t already use one, your step after identifying hashtags is finding a tool that collects accurate data.

There’s a library of social media analytics services to choose from, each with features and price points to suite different teams. We looked into 25 platforms in this blog post.

But since not all of them apply to social listening, here are 5 tools that do:

1. Keyhole

But tracking hashtags and keywords, collecting metrics to improve your social listening approach, is a reason why users love us.

You can compile Twitter and Instagram content in real-time, displaying data such as reach, impressions and activity numbers on a shareable dashboard.

Plus, you can rank influential posters and track demographic metrics such as gender and location.

If you happen to miss monitoring an event or campaign, we’ll get historical social media data for you.

2. Social Mention

Think of this tool as a social search engine. Entering a hashtag will generate pages of user-generated content from more than 100 platforms.

Social Mention tracks traditional metrics such as reach and sentiment, making it useful for listening to discussions around brand and campaign hashtags.

But it also displays unique metrics such as passion – the likelihood that users will post more than once about your brand.

3. Hootsuite

A popular platform management tool, you can also use Hootsuite for social listening.

After you identify keyphrases, create a stream for each one.

You’ll get a grid of social content, showing basic engagement data. Hootsuite also lets you flag posts and assign team members to address them.

What’s more, you can restrict the stream results based on data such as location.

4. Twubs

Twubs is a hashtag directory, fit for basic social listening on Twitter.

Typing a hashtag into the home page’s search bar will generate a live stream of tweets, also giving you an option to access limited historical data. Within Twubs, you can reply to tweets and post new messages with the given hashtag.

5. Twitter Advanced Search

Twitter Advanced Search - 5 Tools for Social Media Listening with Hashtags

Don’t overlook Twitter itself for basic social listening.

You can use the advanced search function to refine your queries, identifying posts that use any given hashtag.

The range of filters for dates, sentiments, locations and keywords helps you zone in on specific audiences. And since you’re operating on the platform itself, it’s easy to engage with people.

Segmenting Your Audiences

Dividing the audiences you identify through social listening into sub-categories can help you develop content to better meet their diverse needs and interests.

In this case, social market segmentation starts with sampling messages that use a monitored hashtag.

Depending on the popularity of the tag, this could involve looking at 10% to 100% of the posts.

By examining profiles and other messages, divide the posters into groups based on data such as:

Look for themes and prevailing opinions within each group. For example, you may notice a segment of your audience expresses a common concern. Another may frequently post about a topic related to your brand.

Regardless, developing these consumer personas is an exercise in better understanding your markets and knowing how to communicate with them.

That’s the goal of social media monitoring, after all.

Comments to Reflect On

Optimizing your social listening approach with hashtags and select keyword filters can generate a library of relevant data, providing more information about your online market.

And by monitoring different types of hashtags, you may even unlock an audience you didn’t know you had.

That, in itself, could take your marketing strategy in a new direction.


Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free.

Broadcast and Media Companies: Improving Performance with Social Media Analytics

Social media has changed the dynamics of marketing, reshaped the way people consume information and revolutionized the way brands and organizations communicate with their audience.

In a world where information is available in real time and content is accessible on-demand, broadcast and media companies have to keep pace with changing audience expectations.

Below, we will explore the ways social media can be used in broadcast and media to create a more compelling programme and increase audience engagement. 

We’ll also discuss a couple of case studies and ultimately show you how you can use social listening tools like Keyhole to automate the task of turning raw data into actionable information. 

Without much ado, let’s dive right in.

Jump Links:

Why do Media and Broadcasting Companies Need Social Media Analytics?

Your 4 Step Social Analytics Plan
1. Social Listening
2. Data Refinement
3. Goal Setting
4. Sustainable Strategy Creation

What Metrics Can You Track?
Public Sentiment
Influencers
Competitive Analysis
Hashtag Campaigns

Case Study:
How theCHIVE Uses Unique Hashtags to Engage their Follower Base

Why is it Important to Measure Your ROI?

How to Use Keyhole as a Tool for Media and Broadcast Companies

Why Do Media and Broadcasting Companies Need Social Media Analytics?

Before we get to the “how”, we first need to make sure that the “why” is clear. 

Here are some stats that illustrate the importance of social media in the modern consumer’s everyday life as well as how social media relates to broadcast and media:

  • According to a 2018 Nielsen report, 45% of consumers almost always use a second screen when watching TV. 28% of consumers sometimes use another digital device simultaneously, while only 12% of consumers never use another device when watching TV. The numbers are significantly lower for audio content.
  • The same Nielsen report shows that most of the consumers that are second screening do so to look up information related to the content, express their opinion on the content, search for a product after they’ve seen an ad, or read other people’s commentary on the content they’re watching.
  • Similarly, a 2015 Fortune report showed that in 2014, there have been more than a billion TV-related tweets, with 85% of users who use Twitter during prime-time tweeting about the content they’re watching.

Source: Fortune.com

These stats clearly show that most modern consumers are second screening – and are doing so to look for or provide extra information/opinions on the content they’re exposed to.

Instead of competing with real time and on-demand content available online, media and entertainment companies need to work with social media and leverage the wealth of data from multiple sources to optimize their strategy and operations.

This takes us to our starting question: Why do media and broadcasting companies need analytics?

Social data can help companies to:

  • Understand audience preferences and activity patterns to optimize content and ads
  • Find out what causes viewership spikes and drops 
  • Analyze audience sentiment on a weekly basis, about each episode, season or programme
  • Define audience demographics for more precise targeting
  • Keep pace with trends and find out who are the influencers that create a buzz in the industry
  • Make better predictions based on the conversations that the audience are having before/during/after airing a programme
  • Analyze channel profitability and impact, to optimise investments and identify when to cancel or renew a show

The benefits are clear. 

So why aren’t most broadcasting and media companies using social media analytics to improve their performance?

The problem lies in the amounts of data – with so much data available across different channels, it takes a lot of time and effort to sift through the noise.

That’s why it’s crucial to approach analytics systematically.

Wondering how?

Your 4-Step Social Analytics Plan

To turn social data into actionable insights, broadcasting and media companies need to tackle four critical components:

Social Listening

Before you analyze social media data, you need to gather enough information about the relevant conversations that your audience is having online.

The biggest challenge of the social listening phase is the amount of data available.

If you pull your data directly from the social media platforms, you will end up with a pile of unstructured information that would a long time to organize before it can be used for analytics.

That’s where third-party social listening tools like Keyhole come in handy – these tools allow you to focus on the conversations you are interested in, and avoid the rest, saving you lots of unnecessary work in the process.

Data Refinement

The mass collection of data in the first phase results in mounds of information that have high-potential, but need to be organized and structured before they can be used. 

Manually extracting and then refining all the data is an exercise that requires a lot of effort.

To ensure that no conversations and opportunities are missed, most modern organizations overcome this challenge by automating the data selection and categorization process.

Goal Setting

The insights you get from data only make sense if you know what you are trying to accomplish. A common mistake in broadcasting and media is silo thinking and disparate data across the organization.

More often than not, different departments have different ideas about where the organization is headed, and they use social media to achieve different outcomes. 

Needless to say, this diminishes the value of the collected data – the only way an organization can increase engagement, optimize activities and drive better performance is by creating a single, shared vision about the organization’s goals.

Sustainable Strategy Creation

Finally, organizations have to take it one step further and develop a long-term, sustainable strategy that outlines how the collected social media insights will be used across the organization.

This is an iterative process that involves continuous testing and refining.

Now that we’ve explained the four step process of turning raw data into useful, actionable insights that can drive change in the organization, let’s talk a bit more about…

What Metrics Can You Track?

Public Sentiment

Sentiment can be positive and negative, and by following online conversations on forums and social media platforms, networks can get a real-time insight into how people feel about their programme. 

TechTalk’s has published a report on the most popular TV shows public sentiment. We’ll discuss some of their findings, as these are a great illustration of what we talked about until this point.

With 32,197,368 mentions, and an average of 3,7 mentions per users, Stranger Things tops the list of the most talked about show at the time when TechTalk was gathering their data. 

Source: Tech Talk

This corresponds with Netflix’s streaming data about the third season of Stranger Things – according to their insights, with a record of 40.7 million household accounts watching the show since its global launch on July 4th, Stranger Things was the most watched series on Netflix.

Stranger Things has a more or less gender-balanced viewership: 44% of the viewers who talked about the show online are male and 56% are female. 

More than 80% of conversations online were positive.

Source: Tech Talk

The data shows that most of the public sentiment about the show was positive, with disgust and fear amounting to a total of 12%.

The show is in the horror genre, so these numbers are expected. 

Source: Tech Talk

If we analyze the mentions and pieces written on the show, we could see that a lot of the conversations are about Jim Hopper’s anger management issues and Steve Harrington being the best (and most underrated) character.

Influencers

Another way broadcasting and media could use social media analytics is to find influencers in their industry.

One way of doing this is finding the most popular stars in a show and then using these findings to enhance marketing. 

Another way is to find creators who are in some way related to the industry and are influential within their community – and then use these creators to generate buzz around a new programme, a show, or a campaign.

This is exactly what YouTube did when launching their YouTube Red service which offers an ad-free option and premium content that stars some of the most popular YouTubers.

Competitive Analysis

Social data can uncover great opportunities for broadcast and media companies.

One such example is Netflix’s decision to pick up the TV series, Lucifer, after it had been cancelled by Fox.

Netflix is known to leave nothing to chance, so this decision, just like most of the streaming giant’s decisions, was made after a viral #SaveLucifer Twitter campaign was launched by passionate viewers on May 11th.

The campaign amassed 1M tweets in less than 24 hours.

With so many people invested in the show, it was only logical that Netflix would renew it for a fourth season and give millions of viewers what they want. 

Lucifer is a fantastic show that has really resonated with audiences in parts of the world, so we felt it was important for our licensing team to try to help that show continue for our fans,” Netflix’s VP Cindy Holland said for Deadline.

Netflix is great at monitoring and analyzing public opinion and conversations and turning data into actionable analytics and insights that support better decision-making.

Hashtag Campaigns

Disparate information can make it hard for organizations to track online conversations. 

The #SaveLucifer had this problem when more and more people started joining the campaign with different hashtags.

How theCHIVE Uses Unique Hashtags to Engage their Follower Base

TheCHIVE Charity Group, had a hard time tracking and engaging their 20 million strong follower base. 

TheChive’s solution to this problem was to begin using unique hashtags for their campaigns.

Let’s have a quick look into their use case.

WHO ARE theCHIVE

TheCHIVE is a popular website that publishes feel-good photos and videos.

Over the course of 10 years, theCHIVE have amassed a following of millions, and have 20 million monthly users.  

The company’s charity division leverages the website’s massive influence and strong social media presence to find people in need, focusing on rare medical cases, special education initiatives, veterans and first responders.

What theCHIVE will usually do is ask their audience to share a photo with a hashtag and then donate $1 per every shared post to the related charity or cause. 

Over the course of 10 years, theCHIVE have managed to raise over $10M for people in need all around the world.

The Problem

The problem that theCHIVE had was keeping track of all the people that are engaging with their content. They were looking for an easy way to track all the mentions and the online conversations that were going on about a campaign. 

One of these campaigns was the first-ever national beer tournament which theCHIVE organized across 50 US states. They needed to pick two winners from each state, who then confronted each other on a national championship. 

The problem was, how do you track all the contestants in all 50 states in real time?

The Solution

TheCHIVE’s solution was using unique hashtags. For every state, theCHIVE came up with a dedicated hashtag. 

So now, they had 50 different hashtags they needed to track in real time… which is where Keyhole came in.

Using Keyhole, theCHIVE were able to monitor all the online conversations people were having online related to the championship, and access them via an easy-to-use dashboard that gave them a complete view of the entire tournament.

Now that you know how social media insights could be used to reinforce a channel, a programme, a show or a campaign, let’s recap…

Why is it Important to Measure Your ROI?

Measuring your ROI will enable you to understand your market, your audience’s preferences and help you spend your money more wisely by investing in projects that are more likely to take off.

By measuring your ROI, you’ll be able to understand what kind of shows your audience likes the most, test how long they’re willing to wait between different episodes of a programme, what are the optimal times to post, what stars or characters are the audience’s favourite, how your audience reacts to product placement, and more.

All this will enable you to optimize your investments, improve predictions, enhance advertising and ultimately offer better service to your customers.

How to use Keyhole as a Tool for Media and Broadcast Industries

By now it’s already clear why broadcasting and media need to look past TV ratings and traditional forms of testing, like focus groups and pre-screenings.

They need to create a “blended” listening practice that incorporates social media analytics.

However, social listening and analytics can be a time-consuming activity given the amount of information available (we’re talking millions of consumers), so it’s important to automate the parts that can be automated. 

Third party analytics tools like Keyhole streamline social listening and gather and structure the data for you.

Using Keyhole, you will be able to:

  • Get more information about your reach
  • Understand the demographics of the people that are having conversations about your company or products online
  • Find the most influential individuals among those that are talking about you
  • Track trending topics and keep pace with what the audience wants to consume, so that you can create a more effective content strategy
  • Find out the optimal posting time and length so that you can spend your marketing dollars more wisely
  • Compare your performance to the performance of your competitors
  • Get more in-depth insights about a specific topic you’re interested in exploring further
  • Predict how the conversations you are tracking will evolve the following week and month

All these features and much more are part of what Keyhole offers as a tool. 

Final Thoughts

Social media platforms have become a valuable business intelligence tool where millions of people give away free information about their habits, opinions, and needs. 

As the media consumption habits are changing and more and more people are second screening, media and broadcasting companies need to start looking into social media for meaningful insights that could drive better decision-making.

When done correctly, social media analytics can help broadcasting and media companies to have better conversations with their fan base, identify brand affinities and influential individuals, optimize their programmes and ultimately increase their profits and ratings.

However, most organizations still struggle to determine which data they need to analyze and what counts as “noise” and should be left out.

Third party social listening and analytics tools like Keyhole take away the time consuming grunt work of data collection and sorting and give organizations clean and understandable reports on what the organization does right, how it competes with other players in the market, and help to uncover opportunities to improve their performance.


Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free.

Sports Marketing: Tracking Social Media ROI, Influencers, and Engagement

On the surface, sports marketing in the digital age should be easy.

You have a thrilling product, a rabid fanbase, and a growing arsenal of social media platforms to connect the two.

Sure, you can post content all day long, but how do you evaluate the success of one sports media campaign versus another?

How do you prove your sports marketing agency is better-equipped to land that contract? How do you justify your marketing strategy to your superiors? And how do you prove that what you’re doing aligns with your business goals?

In other words, how do you measure the ROI and success of your sports marketing campaigns?

In this post, we’ll explain why you should be measuring the ROI on your sports marketing campaigns, what metrics to track, and case studies on metric tracking in sports media.

  • Why you should be measuring the ROI of your sports marketing campaigns
  • The most important metrics to track
  • Example use cases of these key metrics
  • Case studies of effective metric tracking in sports media
  • Tools to help you track these metrics

Let’s go!

Jump Links:

Why Should You Measure the ROI of Your Sports Marketing Campaigns?

Which Sports Marketing Metrics Should You Track?
Visibility Metrics
Engagement Metrics
Sentiment Analysis
Audience Analytics
Influencer Analytics
Other Business Metrics

Sports Marketing ROI Case Studies:
The Special Olympics
SportQuake
MELT Atlanta

Why Should You Measure the ROI of Your Sports Marketing Campaigns?

Even if you have a product that sells itself—like a successful sports team—blindly posting content for the sake of posting content is only going to get you so far.

By setting specific, measurable goals before embarking on any sports media campaign, you’ll be able to identify what went well, what went wrong, and what you can improve for next time.

Start with the question:

“What am I trying to accomplish?”

Is it growing your team’s social following? Is it attracting new sponsors or investors? Making existing sponsors satisfied with their investment? Creating new partnerships? Recruiting or tracking influencers? Raising awareness for a cause?

By identifying your goals in advance, you’ll know what data is needed to prove your campaign’s value to any relevant stakeholders, whether that’s your boss, a sponsor, or your own sense of accomplishment.

Once you’ve picked a goal, decide what metrics you’ll use to measure success and pick specific targets.

For example, if your goal is increasing followers, by what percentage, and over what time period? If your goal is impressing a sponsor, you may want to set targets for total reach and fan sentiment.

Not sure which metrics you should be tracking? Don’t worry, because we’re covering that next.

Which Sports Marketing Metrics Should You Track?

Let’s jump into which social media metrics you should be tracking to understand your ROI, whether you’re measuring posts, particular accounts, hashtags, or your audience.

Visibility Metrics

No matter what your goals are, it’s likely you’ll be invested in the overall visibility of your campaign.

Reach

Reach is the number of unique users that have seen a particular post, keyword, or hashtag.

For example, if one account with 10,000 followers posts your hashtag, that hashtag has a potential reach of up to 10,000 unique users. The same account posting again on that hashtag would not increase the potential reach.

If your content has broad reach, that means it’s making its way to a large volume of users. It’s a sign that your content is being broadly shared by influential accounts.

Impressions

Impressions is the total number of times the piece of content has been viewed (similar to page views on your website).

In contrast to reach, the same user seeing the same piece of content twice would count as two impressions.

High impressions are either a result of high reach or high repeat engagement from a core follower base.

Follower Count

Of course, you’ll also be invested in the number of followers to your sports social media accounts, whether it’s on a single platform or across platforms.

By growing your own follower base, you can directly impact the potential reach of your own posts, relying less on influencers and shares to have your message heard.

You may also need to track the follower counts of your sponsors or your team’s athletes.

You can also track your follower growth rate, calculated as follows:

Example Use Case: Sponsored Hashtag Monitoring

Measuring hashtag analytics will be extremely important to you if your goal is to track the success of a sponsored hashtag.

Take #SuitingUpTogether for example: a Toyota-sponsored hashtag used by the LA Lakers on Twitter, Instagram, and various other platforms.

To prove the success of the sponsorship to Toyota, the Lakers could share metrics like reach, impressions, and increases in @ToyotaSoCal’s follower count over time. 

Engagement Metrics

Beyond pure visibility, you should also track how engaged your audience is with your posts.

Average Engagement

Average engagement measures the average number of likes, comments, and shares each of your posts gets. 

Average Engagement Calculation: (likes + comments + shares) / (# posts)

This is an indicator of the volume of interactions your posts get.

Average Engagement Rate

Average engagement rate is your average engagement per follower.

Average Engagement Rate Calculation: (average likes per post + average comments per post + average shares by post) / (# followers)

This ratio is more telling of the quality of your content and/or how active your followers are. If you have a lot of followers, but low engagement, you may need to step up your content game!

Optimal Post Time & Post Length

Once you have visibility and engagement metrics, social media monitoring tools can start to give you feedback on what type of posts are providing the most value.

A tool like Keyhole can give you data like the optimal time of day to post, what type of content formats are performing best, and the length of text that gets the most engagement. 

Example Use Case: Game Hashtags

Game hashtags are known to have tons of engagement from fans.

Whether it’s a hashtag you created for a team, or you’re joining in on a grassroots hashtag created by fans, there are sure to be hundreds, thousands, or even millions of posts on that game’s hashtag.

But how do you post on that hashtag to gain the most engagement?

Here’s an example of a hashtag, #nbafinals2019, with a game specific clip.

By analyzing the average engagement rate of posts at different times, you can identify the perfect time to post during games. Is it at tip off? Half time? During the intermission? 20 minutes before the game? As the clock winds down?

Only by measuring these metrics will you know for sure.

Sentiment Analysis

Quantity doesn’t always mean quality. Posts, teams, or athletes can go viral for the wrong reasons—so you have to look beyond reach and engagement.

Sentiment analysis allows you to track the number of positive vs. negative posts for a given hashtag or keyword.

By tracking sentiment analysis, you’ll be able to prevent and manage PR crises, better understand your audience, and keep a finger on the pulse of your audience’s mood.

Example Use Case: Player Sentiment

Let’s say you have a video campaign planned where you’re featuring an athlete in your organization in each video.

If bad news breaks that day about that player, you don’t want to add fuel to the fire by sharing a mistimed feel-good post about that player—especially if that post is tied to one of your sponsors.

By using social listening and sentiment analysis tools, you can make sure you’re avoiding any intended consequences.

Here’s a hilarious piece of player-driven content from Liverpool FC. But they wouldn’t want to post it soon after one of the players in the video made a costly mistake for their team.

On the flip side, if a player is trending for positive reasons, it may be the perfect time to pull an older piece of content on that player out of the archives.

Audience Analytics

Your sports social media campaigns will only be made stronger the more you learn about your audience.

By using the native analytics tools in the social media platforms you’re using for your campaign, you can track audience metrics like:

  • Countries
  • Language
  • Gender
  • Keywords
  • Devices

Example Use Case: Multi-Lingual Campaigns

By using audience analytics, you may learn you have a growing demographic that you should tailor more of your content to.

Because they’re located in a southern US state with many Spanish speakers, the Arizona Coyotes launched Spanish versions of all of their social media accounts in 2019.

They would have been able to justify that decision in advance by using audience analytics on their English-only accounts.

Influencer Analytics

Engaging with your team’s top fans is an amazing way to make fans for life.

By inviting influencers into your sports marketing strategy, you’ll give them a platform to share their authentic passion that’s sure to resonate with your wider audience.

Example Use Case: Targeting New Demographics

By using Keyhole’s influencer tracking tools, you’ll be able to identify, compare, and measure potential and existing influencers with all the metrics we’ve already mentioned above.

For example, if you’re looking to reach a demographic that your audience analytics say you’re not currently reaching, you can seek out influencers whose content clearly resonates with that exact demographic.

Other Business Metrics

Actual ROI

Of course, the truest and simplest way to track your ROI is to track the financial cost of your strategy compared to the overall gain of your strategy.

But tracking your financial gains isn’t always easy.

If you know the financial value of a single follower, you could estimate revenue gained from gained followers.

Or if you can link landing or renewing a particular sponsorship to your marketing campaign, you can consider that your financial win.

Website Analytics

You can also turn to your website analytics to prove the effectiveness of your campaign. Did your website traffic go up after your campaign started? Did it go down once it stopped? 

Linking your marketing campaigns to other metrics outside of social media shouldn’t be ignored!

Sports Marketing ROI Case Studies

The Special Olympics

The Special Olympics are a huge sports endeavor—with nearly 5 million athletes with intellectual disabilities participating worldwide.

At that scale, tracking the ROI of their social media campaigns is a tall order.

Ryan Eades, Director of Digital and Social Engagement at the Special Olympics turned to Keyhole to track the ROI of their social media efforts.

They sorted their audience by follower count and engagement to identify their most influential ambassadors.

Once they linked up with model and actress Brooklyn Decker, they used Keyhole to track engagements and conversions linked directly to her posts.

SportQuake, the Data-Driven Sports Marketing Agency

Sports marketing agencies have the most to gain from tracking ROI.

As they’re not in-house employees, they have to prove the potential and actual benefits of every campaign they run for any organization.

They need as much data as they can get.

SportQuake is one of those agencies. They are often in a position where they’re trying to recruit influencers to aid in marketing campaigns.

But they look beyond follower counts. They want to make sure the influencers they work with are actually likable.

That’s why SportQuake uses Keyhole’s sentiment analysis metrics to monitor the audience sentiment towards a particular influencer—allowing them to have a data-driven approach to choosing the right fit for their campaigns.

MELT Atlanta’s Cool Approach to Analytics

MELT Atlanta is a sports marketing agency that connects major brands with top athletes and athletic events.

For example, their most recent project is a marketing campaign connecting Coca Cola with athletes in the 2020 PyeongChang Winter Olympics.

To MELT, tracking the success of their campaigns is crucial to proving ROI for their clients.

“Having a reliable number of impressions and reach for the hashtag that we are able to get within seconds of logging in has definitely solved our biggest pain point,” said Jenna Cook, their Digital & Social Media Manager.

With Keyhole, they track brand accounts, athlete accounts, hashtags, their most engaging posts, best posting times, follower insights, and more.

By having an easily accessible dashboard with their most crucial metrics, they can easily answer whether or not their clients are seeing ROI on their campaigns within seconds.

How to use Keyhole to Track Your Sports Marketing ROI

No matter what your goals are for your marketing campaign, you’re going to need to prove your campaign’s effectiveness with hard data.

By using Keyhole’s advanced social listening tools like hashtag analytics, influencer monitoring, keyword tracking, sentiment analysis, and more, you’ll have a wide range of metrics to prove the success of your marketing campaigns.

Ready to get started? Start your FREE Keyhole trial today.

5 Under Analyzed Social Media Metrics that Matter [+ Tools to Measure Them!]

This post was updated on November 27th, 2019.

With so many social media analytics tools that focus on different stats, it’s hard to figure out which metrics matter.

Some of the most important ones are often ignored in favour of “vanity metrics” – numbers that don’t help guide your marketing decisions, but are easy to track.

To make strides in your social approach, it helps to dig deeper into underlying data.

Jump Links:

5 Social Media Metrics:
1. Click Through Rate (CTR)
2. Response Rate to Prospects and Customers
3. Sentiment
4. Network Referrals
5. Assisted Conversions

To start, monitor these five social media metrics:

1. Click Through Rate (CTR)

CTR measures the number of people who click through to your website after seeing your post.

It’s common practice for marketers to A/B test headlines and calls-to-action (CTAs) on web pages to track CTR, but not as many do the same with social media posts.

For those not familiar with the concept of A/B – or split – testing, it’s a way to compare two versions of a marketing piece.

For example, you could send different renditions of an email message to 100 people. The one that yields the highest CTR wins, and will be sent to your remaining contacts.

You can test:

Why This Social Media Metric Matters:

Based on the results of a few tests, you can start determining the best posting practices for getting clicks.

The Tool: Twitter Analytics

Twitter is the ideal platform for A/B testing posts.

Repeating tweets is normal. Only a tiny fraction of your audience is online at a given time. And depending on how many people they follow, your followers’ timelines are packed with tweets.

After conducting a few split tests, just click the option to view each tweet’s activity metrics:

Then compare the CTR for each tweet.

2. Response Rate to Prospects and Customers

Social media users sent 21% more messages to business accounts in 2015 than 2014, according to research by Sprout Social. And 40% of these messages, including complaints and questions, require a response.

This data shows that community managers are increasingly valuable, as they directly deal with current and potential customers’ problems.

Why This Social Media Metric Matters:

If you seldom track metrics related to issues community managers solve and questions they answer, you lose insights into your overall customer service approach.

After all, you’d know to restructure your strategy if half of client issues went unsolved. And if an interaction as painful as this one happened, you’d have to take action.

The Tool: Hootsuite Core Analytics

Whereas the majority of social media analytics platforms focus on external data, Hootsuite Core Analytics also deals with internal metrics.

To measure the performance of your team and individual colleagues, you can track stats such as messages sent and issue resolution time.

3. Sentiment

Sentiment may seem like a superficial social media metric at first, but it can prove valuable.

It’s measured by monitoring messages and relevant keywords, sorting them into emotion-based categories. For example, some categories could be sad, angry, happy and appreciative.

Why This Social Media Metric Matters:

You can glean useful information by analyzing posts talking about your brand, services and sector. This is especially true when you have a large enough sample size to confidently say “wow, people love aspect X of our industry but hate aspect Y.”

Based on sentiment analysis, you can come up with small ideas worth further investigation, like:

  • Launching events or campaigns your audience would likely enjoy
  • Replicating services or products that your key markets appreciate
  • Altering how you position your brand based on what people say about your competition

The Tool: Social Mention

Think of Social Mention as a search engine with a complementary social media analytics suite. You can access a stream of user-generated content from more than 100 platforms just by typing a keyword.

It records sentiment through a positive-to-negative content ratio, along with a look at neutral posts on the right side of your screen:

Social Mention - Social Media Metrics Tools That Matter

4. Network Referrals

As well as promoting your brand and engaging key audiences, your activity on social media should drive traffic back to your website.

You can measure network referrals to see how well you’re doing.

Normally, referral traffic is defined as visits to your website from sources other than Google. When someone clicks a link to your website on Instagram, it’s a referral.

Why This Social Media Metric Matters:

Website traffic generated from social media is often a guiding metric in overall marketing strategies because:

  • Noticeable changes can indicate whether or not your content meets your audience’s needs
  • You can see which shared URLs drove the most traffic, indicating what your social market wants to learn about
  • For some news and content-based organizations, analytics firm Parse.ly says Facebook alone drives more traffic than Google

The Tool: Google Analytics

Used by marketers worldwide, Google Analytics is the top choice for analyzing website traffic – including network referrals.

Find your key stats by clicking Acquisition > Social > Network Referrals:

Social Media Metrics Tools that Matter - Google Analytics

From here, you can see which network drove the most sessions, page views, pages per session and more metrics.

You can also dig deeper to see how individual links performed on each platform:

Google Analytics - Social Media Metrics Tools that Matter and Tools to Measure Them

5. Assisted Conversions

You’ve probably tracked conversions from social media when running targeted campaigns, but your social media activity can also help collect assisted conversions.

What’s an assisted conversion?

If a social platform plays a role in the conversion path, except the last interaction, it gets an assist.

For example, someone clicks a Twitter link to your site, leaves and then comes back a day later to convert.

Here’s a sports analogy to clarify – numbers 9 and 22 get the assists, but 21 scores the conversion:

Why This Social Media Metric Matters:

The assisted conversions metric gives you another look at how your customers behave and meet the goals you’ve set for them.

By analyzing assisted conversions from each social network, you can plainly see which ones impact your online success and which ones need new strategies in terms of what you post and how you advertise.

The Tool: Google Analytics

Stick with Google Analytics and find this metric through Conversions > Multi-Channel Funnels > Assisted Conversions:

Google Analytics - Social Media Metrics that Matter and Tools to Track Them

You can see how social media compares to other assisted conversion sources. What’s more, you can look at the assisted conversion value from each social platform to learn which ones are most profitable:

Google Analytics - Social Metrics that are Improve and Tools to Measure Them

Assisted conversions, network referrals, sentiment, response rates and split tests results may be under-analyzed, but they certainly matter with regards to building a strong marketing strategy.

Set and meet goals based on them to get a leg up on your social competition.


Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free.

Writing Instagram Captions that Convert: Content, Formatting, and Hashtags

In this guide, you’ll unlock how to get more likes, more comments, and better reach using Instagram captions.

You’ll discover why Instagram captions are so important, and why you shouldn’t ignore the powerful engagement that a well-written caption can garner.

We’ll also share can’t-miss tips on how to write a great Instagram caption—real, actionable tips you can use right away.

Plus, we’ll introduce you to how to perfectly format your captions, and how to choose the best hashtags for your posts.

Finally, we’ll sprinkle in some great, real-world examples of Instagram captions to inspire you.

Let’s get started…

Jump Links:

Why Instagram Captions are Important

How to Write an Amazing Instagram Caption
1. Write a Killer First Line
2. Add a Strong Call-to-Action
3. Be Authentic
4. Add Value
5. Tell a Story
6. Have Fun with Emojis
7. Be Purposeful with Your Caption Length
8. Use Hashtags
9. Practice Elsewhere First

Instagram Caption Formatting Tips
1. Use Line Breaks
2. Use Symbols for Bullets
3. Use Emojis like Punctuation
4. Use Short Sentences

Choosing the Best Hashtags for Your Posts
Branded Hashtags
Community Hashtags
Campaign Hashtags

How to Find the Best Instagram Hashtags for Your Post

Why Instagram Captions are Important

Instagram has over 1 billion monthly active users, with more than 500 million of them using the platform every single day.

Those users spend a whopping 53 minutes on average scrolling through their favorite posts, engaging with their favorite brands, and buying the hottest products.

So what’s the key to reaching that enormous audience?

Perfectly written Instagram captions.

They capture the attention of the casual scroller, and turn them into dedicated followers that engage and promote your brand.

How?

They allow you to unlock more followers, increase engagement, and extend your brand’s reach beyond the borders of the Instagram app.

A good Instagram caption will capture your scroller’s attention. A great Instagram caption will stop them dead in their tracks.

The more time a reader spends reading your caption and engaging with your post, the better your post will rank in the Instagram algorithm.

With enough engagement, your post can end up on the highly coveted Explore Page, bringing more eyeballs to your posts than ever before.

Instagram’s Explore Page

That’s why captions are the gateway to building stronger relationships with your audience and customers.

But how do you write a compelling caption that inspires your reader to connect with you in a meaningful way?

Great question!

How To Write an Amazing Instagram Caption

So what is the secret formula to writing the perfect Instagram caption?

Use this formula:

Context + Personality + Inspiration = Engaged Followers

It’s a simple concept, but it takes planning to put into action. 

Here’s how to make it happen:

Tip #1 – Write a Killer First Line

You need to put everything into that first line. 

Not only does Instagram cut off your caption at around the first two or three lines, the first line has to capture your reader’s attention, or they will just keep scrolling for better posts. 

So make that first sentence count!

The trick is to deliver the attention-grabbing element of your post in that first line before the caption is cut off, making it visible in your reader’s feed, without them having to click “more”.

Instagram only shows the first sentence of your caption on mobile.

Here are some attention-grabbing elements you can put in your first line:

  • Spark their interest with some hard-hitting stats
  • Pique their passion with a disruptive statement 
  • Tap into their egos by asking a question
  • Trigger an emotional response with a compelling narrative
  • Share an exclusive offer that they can’t pass up
  • Tease their curiosity and keep them guessing
Use humour to catch your reader’s attention

Whatever you choose, it needs to capture their attention quickly so they will actually click “more” and engage further with your post.

Tip #2: Add a Strong Call-to-Action

Once you have captured their attention, you need to give them something to do with that interest.

A strong Instagram call-to-action (CTA):

Use active language

Using phrases like “register now”, “buy now”, or “click more” help your audience know what to do next. 

If you don’t tell them what to do, they will move on and scroll to other posts that do tell them what to do.

Virgin uses active language in their CTAs.

Creates a sense of urgency 

Your CTA has to create a sense of FOMO (fear of missing out).

Phrases like “for a limited time only”, “available to the first 100 customers”, “only 24 hours to use this discount code” will get your followers to act quickly before their interest disappears.

Hudsons Bay builds FOMO in their captions before a sale.

Uses “You” Statements

The goal for your Instagram CTA is to make your readers feel like you are talking directly to them.

“Create a free Keyhole account today” is just not as effective as “Create your free Keyhole account today.”  Make it about your reader, and not about you.

Keyhole connects the post to the reader with “you” statement.

Stand Out

Before you can get your followers to do what you want them to do, you have to capture their attention.

Make your CTA stand out. Make it colorful, use great images, and use emojis, anything that says “eyes over here”. 

Sephora uses vibrant colors to draw attention to their CTA.

Another great Instagram CTA tip: Ask your followers to tag their friends in the comment section of your post. Adding “tag a friend who needs this!” or “tag someone who would wear this” is an incredible way to boost your post with the Instagram algorithm.

Tip #3 – Be Authentic

Write in a natural way. Authenticity is really what matters most on Instagram, and is what will register most with your audience.

While your instagram captions and posts should be thoughtful and strategic, you should speak to your followers like you would speak to a friend.

After all, your followers are your brand’s closest friends, so talk to them like they are!

Sprouts uses authenticity to connect with customers.

Tip #4 – Add Value

Your captions are Instagram currency—what will you trade for their time?

Offer tips, expert advice, or even humor to increase the added value of your Instagram caption. 

Adding value to your posts will encourage your followers to engage more by sharing, bookmarking, or commenting, helping to boost your Instagram analytics in the process.

Instagram For Business often adds value by posting tip, wins, and case studies

Tip #5 – Tell a Story

This is where your brand personality can shine.

Every brand has a narrative style, and every product or service has a story. Tell it.

Be specific, cover the senses by tapping into sensory words that describe taste, sound, sight, touch, feelings, or emotions. Connect your reader with what you are talking about.

Red Bull uses storytelling to increase engagement.

Tip #6 – Have Fun With Emojis

Emojis are everywhere on Instagram—if you aren’t using them, then you are not speaking the native language.

Emojis are part of Instagram culture.

With nearly 3,000 emojis (and counting) out there, you can have some fun incorporating them into your captions.

The benefits of using emojis:

  • They animate your captions
  • They add visual interest, helping your post stand out
  • They draw attention to actions
  • They break up dense copy in your posts
Emojis are often part of McDonalds’ captions, bringing attention to CTAs and the eyes to keywords.

Just don’t overdo them. A few, carefully placed emojis can boost engagement, but if you overdo it with too many, you can lose your message and send your readers packing.

You should also make sure your emojis fit in with your branding and tone of voice. 

Many businesses are incorporating approved emojis into their brand style guides, ensuring consistency in overall messaging across all social media platforms.

Special note: While celebrities can get away with a simple emoji in a caption, brands and influencers need to be champion storytellers, especially in an environment where authenticity drives the best results.

Tip #7 – Be Purposeful With Your Caption Length

Like with everything in marketing, your focus should be quality over quantity.

Instagram trends have varied from the short and punchy to longer “micro-blogging” posts. There’s really no right or wrong length for Instagram captioning. 

The more you post, the more you will see what works for your followers. But when you are first starting out or if you are in doubt, it’s best to stay on the shorter side.

Madewell does a good job at fitting caption length to post type.

About micro-blogging: This is a newer Instagram trend and a fantastic way to connect with your readers on a deeper level—quickly turning them from followers to brand loyalists.

Micro-blogging is a popular trend for for storytelling

Tip #8 – Use Hashtags

Instagram hashtags are the key to ensuring people actually find your posts—so make sure you’re using them properly.

Hashtags act like keywords. They’re trackable on Instagram through Instagram Analytics and other sentiment analysis tools like Keyhole, and can be the difference between popularity and obscurity.

Read more about using hashtags to find influencers.

Tip #9 – Practice Elsewhere First

Before you jump right into the Instagram platform to write out your captions, draft them somewhere distraction free first.

Whether it’s a Google Doc or even pen and paper, find somewhere that lets you focus on your campaign and engagement goals without the notifications and nuances of the platform.

You can also write out several captions at once, keeping your brand voice and message consistent across posts and social media platforms. 

Your first attempt will most likely not be your best. Give your creativity room to breathe and grow—you will be surprised at what you come up with!

Instagram Caption Formatting Tips

Proper formatting makes your captions and posts easier to read. The easier it is to read, the more people will ready them and take action.

When you are formatting your captions on Instagram, here are a few things to keep in mind.

Formatting tip #1 – Use line breaks

Line breaks are a great way to split up long chunks of text.

In the past, you had to use periods to simulate line breaks. Thankfully, the Instagram app was finally updated in 2019 to allow for proper line breaks.

So to add line breaks on Instagram, just hit return! 

Formatting tip #2 – Use symbols for bullets

Bullet points are another great option for eye-catching text.

You can use emojis or copy and paste text-based symbols from a text editor for DIY bullet points.

Formatting tip #3 – Use emojis like punctuation

It’s easy to go overboard with emojis. Used the right way, they make your caption easier to read. Used the wrong way, they clutter everything up.

Use emojis like punctuation: at the end of a sentence or thought.

Formatting tip #4 – Use short sentences

Long posts have their uses, but long sentences rarely do. Keep sentences short and sweet to make them easier to read, and use punctuation where helpful.

Bonus tip: But that said—normal grammar and punctuation rules don’t always apply on Instagram. It may be more authentic to write more casually and without full punctuation.

Choosing the Best Hashtags For Your Post

Instagram hashtags are an important way to make sure your posts are searchable, and is the best way to get discovered by new audiences.

This can transform into better engagement, more followers, and ultimately, more customers for your business.

Make sure you are making the most of them.

The Different Kinds of Instagram Hashtags

Branded Hashtags

Branded hashtags are your own creation—unique to your business. 

Common branded hashtags are company names, taglines, or the name of a product or campaign.

This is an amazing opportunity to extend your brand identity and show your marketing creativity. 

Remember, your branded hashtag might have nothing to do with your brand name, just make sure it has everything to do with your brand identity.

Starbucks uses branded hashtags to celebrate the opening of their new roastery.

Community Hashtags

Community hashtags connect groups of like-minded users to a specific subject. They don’t need to be connected to a business, but they can be.

This type of hashtag is broader and less focused than branded hashtags, and is all about bringing people together. It can represent a lifestyle, a philosophy, or a movement. 

There are well-established community hashtags that have stood the test of time, and there are trending community hashtags that can reflect a hot topic that many users identify with.

If you want to create a community hashtag, keep the scope narrow to optimize the amount of engagement. Stick to a niche interest that will easily build a community around it.

ShakeShack combines a community hashtag with their branded hashtag to connect the two communities.

Campaign Hashtags

Campaign hashtags have a shorter lifespan than branded or community hashtags.

They can last a few short days, run for a season, or even for a year. But the point of them is to promote a campaign, product launch, or partnership, and are stopped being used once the promotion has ended.

Coca-Cola uses their campaign hashtag #KindnessStartsWith to engage users.

How to Find The Best Instagram Hashtags for Your Post

In order to be prosperous with hashtags, you need to be strategic—not only with which ones you choose, but when you choose to use them as well.

The most popular Instagram hashtags are used millions of times a day, but that doesn’t mean that you will get your fair share of engagement just by adding #cats, #truelove, or #blessed to your posts.

#cats has over 100 billion posts

To be found, it’s better to use hashtags that are more niche to get your audience truly engaged. It also will bring in more qualified users that are relevant to your industry and brand. 

But how do you find them?

The best way is to look. See what your followers, competitors, and industry leaders are already using. 

A great way to find more niche but related hashtags is to look at the “Related Hashtags” section under bigger topics, like in the example above.

To do this manually can be a daunting task, but there are many tools at your disposal.

Keyhole provides advanced hashtag real-time research and analytics tools to gain intelligence from social media platforms like Instagram.

Tools like Keyhole let you track top posts and see what hashtags your competitors are using.

Related reading: Read more about the 7 Habits of Highly Effective Hashtag Marketers.

A Final Note on Instagram Captions

When it comes to creating Instagram captions, being strategic is key. 

Instagram is also a wonderful opportunity to show off your brand personality. Combining your own unique voice and point of view on this laid-back platform lets you reach out to your audience in new and exciting ways.

But all the best strategies include monitoring your hard work. 

Instagram analytics tools like Instagram Insights and Keyhole allow you to see how well your posts perform, giving you a powerful understanding of how well your social media engagement is tracking.

Keyhole also gives you real-time access to see your audience’s reactions as soon as you post.

This allows you to tweak your campaigns to ensure that you are getting the best ROI on your marketing time. 

Honing in on your followers and focusing on leading niche conversations in your industry is the surefire way to attract the best and more loyal followers to your Instagram account.


Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free.

Social Media for Nonprofits: Proving Your ROI and Impact through Social Media Analytics

Social media has radically changed the way people discover, consume, and share information about issues that matter to them. 

For nonprofits, that’s more than a good thing. 

Now your work, your impact, and your stories can get the recognition and attention they deserve.

Social media for nonprofits gives you the chance to tell your brand story, interact with your supporters and get them interested to support your campaigns. 

If you haven’t already, you need to start thinking about creating or optimizing your social media strategy.

But wait… 

Being on social media is not enough. Your efforts have to have some sort of return on investment (ROI) otherwise why spend so much time and effort on social media?

So, in comes social media analytics. 

In this blog post, we’ll show you why measuring your social media ROI is important, what you need to be measuring, and recommended tools to use. 

Jump Links:

Why Should Nonprofits Focus on Social Media?

Why It’s Important to Measure your Return on Investment (ROI) / Social ROI 

What Metrics to Track
Engagement
Reach
Website Traffic
Most Effective Channels
Conversion

Assign a Monetary Value to Each Metric Measured

ROI / SROI in Real Action
#WorldElephantDay
United Nations

Best Social Media Analytics Tools

Why Should Nonprofits Focus on Social Media?

Before we dive in, let’s first touch on why social media for nonprofits is an important marketing tool. 

Data by HubSpot reveals that the main reason why nonprofits engage in marketing efforts is to fundraise, generate brand awareness, recruit volunteers and share news.

Source: HubSpot

Social media is perfect to help attain all of those goals.

Why? 

Because over 3.5 billion people currently use social media, meaning there’s no shortage of opportunities to find people who can support your cause through social media platforms such as Twitter, Facebook, and Instagram.

What are we trying to say here?

If used the right way, nonprofit social media marketing can greatly help you promote your organization and find people to help with your mission.

Why It’s Important to Measure your Return on Investment (ROI) / Social ROI 

Let’s get down to business.

According to The New Economics Foundation, Social Return on Investment (SROI) captures social value by translating outcomes into financial values.

While social media is exciting to use, it’s also difficult to place tangible value, especially in financial terms. 

So, even though you got 1000 likes on your Facebook post yesterday, how much did those likes contribute to your bottom line?

For marketers in nonprofits, this is a difficult question to articulate an answer for.

In a world where competition for grants is very significant, calculating your SROI can give you a competitive edge.

How? 

Measuring your SROI helps you to identify what is working and what is not. Not all social media platforms are equal. Some are better than others. 

By measuring your SROI, it will help you identify which platforms are giving you the most return, indicating which platforms you should allot time and energy towards.

Examining your social media analytics will help you see where your social media budget is most effective, especially if you use social media ads. 

You will get insights into areas where you shouldn’t be spending so much money on. 

If you don’t practice regular measurement and reporting on your social media efforts, you may end up spending time and effort on a strategy that is not getting you anywhere. 

The needs of your fans change constantly so you need to keep adjusting your social media content to match their needs. You can only do this by keeping up with your metrics constantly.  

Analyzing your SROI will give you insights into whether there are any gaps in your social media strategy, content, and key messages so that you can improve accordingly and continue to offer value to your audience.

By measuring your SROI, you will give everyone involved in the strategy a sense of purpose and a better understanding of why social media platforms are important to your organization’s mission. 

It will also help to emphasize the value your efforts are contributing to your organization’s overall goals. 

What Metrics to Track

Let’s get down to work. 

There are a lot of metrics that you can track if you want to know how effective your social media efforts are. 

However, not all metrics have the same level of importance.

Many nonprofit marketers focus mainly on vanity metrics, which is the number of fans, followers, and views. 

While these metrics are good to be aware of, they are not the most important when it comes to your SROI and measuring your impact. 

You may get excited to see your video got a million views, but you have to go deeper than just the views.

Beyond viewing the video, how many people out of the million viewers took a desired action such as making a donation? 

Worry not, there is an easy way to decide what metrics matter the most to your nonprofit. 

What you need to do is ask yourself these four questions:

  1. What does success look like to us?
  2. How will we know that we are achieving that success when we use social media?
  3. What three quantitative metrics can we create to measure this success? (eg. number of donations received)
  4. What three qualitative metrics can we create to measure this success? (eg. the interest created towards a cause)

With these questions in mind, here are five metrics that can help determine nonprofit social media success:

Engagement

Engagement refers to the kind of response your social media content is getting from your online audience. 

To measure your engagement look at the number of shares, comments, retweets, mentions, and link clicks. 

Here’s our engagement measurement formula:

Why is this an important metric? 

Engagement lets you understand what your target audience values most.

By tracking the amount of engagement your content receives, you’ll know if you’re offering people value and if not, you get a chance to do better in the future.

Reach

Reach refers to how far your messages go beyond your fans and followers. 

When your Facebook fans see your posts are they sharing them with their friends and family? When they read your blog are they sharing it on Twitter?

Reach is important, especially when you’re trying to create brand awareness or promoting a new cause.

You want as many people as possible to know about your organization and its campaigns. 

Website Traffic

You don’t want people to just see your social media content, you want them to take the desired action such as volunteer, donate, get involved in your cause, etc.

The best way to do this is to get them to your website where they can see more about your nonprofit and its activities. 

Make sure that you measure how much traffic your social media efforts are sending to your website, and the kinds of interactions these visitors have on your website.

Most Effective Channels

Focus on the channels that are giving you the most SROI. 

It’s important to understand your most effective channel so that you don’t keep wasting money and effort on platforms that are adding no value to your bottom line. 

Conversion

Remember when we talked about vanity metrics?

Here is where you separate the wheat from the chaff.

Besides attracting millions of fans, you want them to take certain actions.

This could be to donate, click on an ad, attend a charity event, visit your website, etc.

You need to know how many people take your desired actions because this is the one metric that truly informs your bottom line. 

Assign a Monetary Value to Each Metric Measured

Does your social media successfully convert traffic into donations?

Source: Procurious

Your nonprofit needs to know whether the money and effort spent on social media are adding some monetary value. 

Guided by social media analytics, assign a bottom-line value to each type of conversion.

This will at first prove to be difficult, but as you continue to understand your social media efforts and corresponding goals, you will get better at it. So be patient with yourself. 

Here are some questions to help you assign a value to your metrics:

How much is each potential visit to your social media platforms and website worth to you?

How many donations can you collect through your social media platforms?

How much does it cost you to run effective ads to achieve your social media goals?

How much does it cost you in terms of labor? (consider the number of hours spent on social media marketing over a given period).

How much do you spend on social media tools? (eg. scheduling tools, analytics tools, etc.)

By answering these questions, you will be able to find out how much you spend and how much you make, thus allowing you to quantify (in monetary terms) your SROI.

ROI / SROI in Real Action

#WorldElephantDay Uses Keyhole to Help Find Investors

Every August 12th, the world gets together to save elephants for #WorldElephantDay. 

This annual awareness campaign is led by the World Elephant Society, a nonprofit tax-exempt 501(c)(3) charity organization.

To make sure that the campaign increases reach every year, the organization uses Keyhole for Nonprofits to get more value out of its social media presence in two ways:

  1. Find and connect with influencers: Influencers are a great marketing tool to help make campaigns go viral through their spheres of influence. 
  • Identifying the right influencers can be a daunting task. World Elephant Society uses Keyhole to easily identify top influencers engaging with their hashtag (#WorldElephantDay), and directly reach out to them to amplify their message every year. 
  • By measuring how much reach their hashtag has garnered, they can know which influencers to align themselves with, in future campaigns.

    2. Collect campaign data to help secure investors and sponsoring partners: The organization works with Keyhole to help identify campaign reach, engagement, and growth and then organize all this data. The organization then presents it to potential collaborators and sponsors.

The United Nations Gains Consumer Insights with Keyhole

Every Woman Every Child (EWEC) is a global movement that mobilizes relevant stakeholders to address the major health challenges facing women and children.

Much of EWEC focuses on advocacy and helping people to understand why the health of women and children is critical to societies. 

They needed to understand who they were reaching on social media, and how they could measure the success of their strategies. 

Where are these people from? What devices do they use to access and engage with their content?

It was important for the organization to have this data so they could effectively drive their campaign forward.

Using Keyhole, the organization was able to measure:

  • Audience demographics (geography, gender, sentiments)
  • The effectiveness of partnership engagements
  • The geographical reach of their social media presence
  • How people were accessing their content

The UN was able to access these insights and extrapolate data to pivot their strategies as needed, and to measure success with their social media efforts. 

Best Social Media Analytics Tools

There are several good social media analytics tools that your nonprofit can use to measure its SROI. Here are our top picks:

Google Analytics

Google Analytics is one of the best tools to use when tracking your website traffic, audience demographics, on-site conversions and sign-ups emerging from your social media campaigns.

Facebook Insights

Facebook has become a popular charity fundraising platform. Facebook Insights, its built in analytics tool, is great in providing you with useful insights in the ‘People’ tab.

You’ll get to see audience demographics such as age, gender, and geographical distribution. 

These insights will help you understand if you are reaching the right audience and the kind of reach and engagement your social media content receives on Facebook.

Keyhole For Nonprofits

Keyhole helps hundreds of nonprofits prove their impact through Social Media Analytics to maximize reach, get more donors, and secure more sponsors over time.

Our tool helps you collect all the important metrics that you need to prove your impact to your donors and secure your donations.

Keyhole helps you to calculate how much interest and awareness your social media efforts have generated.

With this report, you can show your sponsors exactly how much value you bring as a brand partner.

More supporters bring you more funds. 

Through Keyhole you can practice social listening to find all the people talking about your cause and your nonprofit. 

These are your supporters, your advocates, and your ambassadors, people you probably didn’t know you had.

By knowing who they are, you can engage them and convert them into loyal supporters. 

We cannot emphasize enough the value of influencers to any campaign.

Keyhole will find and engage all the influencers and celebrities out there already excited about your cause. 

You want to know how much your nonprofit is growing, right?

Keyhole lets you watch your nonprofit grow over time. You will always be able to tell if your campaigns are reaching more people and if you have more followers and why. 

Wrapping Up: Where Do You Go From Here?

Measuring your nonprofit analytics is a necessary task that should be part of your social media for nonprofits strategy. 

When you’re armed with the right insights, you will always be able to make any necessary changes that will see your nonprofit achieve its overall goals. 


Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free.

Instagram Threads, Restrict, and Product Launch: 3 New Features & What They Mean for Your Engagement

Over the past few months, Instagram has announced three new features that are set to accelerate Instagram marketing—Instagram Threads, Instagram Restrict, and Instagram Product Launch.

While Product Launch is still being actively tested, Instagram Threads and Instagram Restrict are a big deal for marketers and brands using Instagram to promote their brands, businesses, and products. 

Ready to find out more?

Let’s take a look at everything you need to know about these three exciting features and what they mean for your online brand engagement:

Jump Links:

Instagram Threads
Instagram Restrict
Instagram Product Launch

Instagram Threads

Stories meets direct messages!

On October 2, Facebook launched Instagram Threads, a new stand-alone, camera-first messaging app that enables you to stay connected to your close friends and family.

At first glance, Instagram Threads looks a lot like your Instagram direct messages. 

Admittedly, this was done intentionally. 

Instagram Threads is meant to be a companion app to Instagram.

To use it, download it separately on the App Store or Play Store. Log in with your Instagram credentials. 

Next, it will import your list of “Close Friends”—a feature Instagram introduced late last year. This feature lets you select a handful of people to see content visible to them only. 

Only the people on your Close Friends list show up in Threads, so those are the only people who will be able to engage with you on the platform.

If you don’t have a Close Friends list already, you can create your Close Friends list on Threads. 

Threads makes it even faster than Instagram to share a photo or video with your close friends. It opens directly to the camera so you can share what you’re doing in just two taps. 

In addition, you can turn on Auto Status (🚗 On the move). This automatically shares little details on where you are without giving away your exact location. 

There are also preset statuses such as 📚 Studying or you can create your own (😅 Procrastinating). 

Again, only your close friends will see your status.

You may wonder why you need yet another app. 

But think about it. 

How many times have you posted a picture which was meant for your girlfriends or family members, only to see your colleague from work comment on it?

The whole point of Close Friends is to remove the unintentional posting of private moments publicly by making sure you are just sharing such moments with an intimate group. 

All in all, Instagram Threads will give you the ability to fully control who can reach you.

You’ll be able to quickly access the people you message most and passively connect throughout the day, even if you’re not actively chatting with your friends. 

So what does Instagram Threads mean for your brand?

You’re probably wondering just how this very-intimate-sounding app is going to be of any help to your brand. 

Well, you do have a bit of a point. 

Instagram Threads may not hold a ton of potential for your Instagram marketing strategies right off the bat, but there’s a good chance this could change in the long term as was the case with Instagram Stories. 

Did you know that one-third of the most-viewed Stories are from businesses?

Here are a few ways your business can use a Close Friends list on Threads to increase engagement:

  • Offer exclusive content. Create a list of VIP members who you only show specific content to. For instance, you can offer early access to new products or features to your most loyal customers.
  • Engage influencers. Use a social monitoring tool such as Keyhole to find top influencers to work with
    • Then create a Close Friends list consisting of these influencers and share information they can use to help grow your brand. 
    • Now you don’t have to email each influencer separately, saving you tons of time.
  • Localize your content. If you own multiple stores or offices in different locations, create a close friends list for a particular geographic area. 
    • This way you can share localized content with a particular list.
    • For example, if you’re having a sale in just one store you can share these details with the list of users or influencers you know from that location—without bothering the rest of your fans.

The hard task will be to get people to add you to their Close Friends lists because most users are unlikely to add business accounts to their close friends’ list right now.

If you continuously offer and provide value to your fans, it is definitely achievable. 

Instagram Restrict

Have you ever found yourself dealing with negative comments on your social profiles? You delete the comments but they just keep commenting. Aargh! 

Now you can permanently deal with such accounts, at least, on Instagram.

In October, Instagram launched its “Restrict” feature that allows users to shadow ban comments on their posts. 

The new feature is meant to be an anti-bullying tool that lets you “quietly” protect your account from unwanted interactions. 

Restricting an account is as easy as swiping left on one of their comments and clicking on ‘Restrict’. 

You can also restrict someone directly from their profile page or in the Privacy section in Settings.

Once you restrict an account, comments on your posts from that account will only be visible to the commenter.

If you want to see the comment, tap “See Comment;”.

If you restricted them in the first place for offensive comments then you’re better off ignoring future comments from them. 

The best part about this feature is that you won’t receive any notifications for comments from a restricted account. 

Any Direct Messages from a Restricted account will be sent to Message Request inbox, and you will not get any notifications of messages from Restricted accounts.

You can toggle and unrestrict accounts at any time.

Instagram Restrict is quite similar to Facebook’s ‘Hide Comment’ option, which allows you to get rid of unwanted comments on your account, leaving it visible only to the original commenter and their friends. 

‘Restrict’ however, goes a little further, in that no one else, even their friends, can see the comment other than the commenter. 

The main goal of Restrict is to prevent unwarranted conflict between the commenter and account owner by simply shadow blocking bullies or harassment instead of blocking them completely. 

We know what you’re thinking, we’re thinking it too…

Bullies deserve to be blocked completely. Forever. 

Instagram CEO Adam Mosseri explained this in an interview on Today show

According to Mosseri, when asked why someone would choose not to block a bully, most people, especially teenagers, said that this often can escalate the situation.

Restrict remedies the situation by not completely blocking someone, but still shields users from negative comments.

How will Instagram Restrict help your business?

Businesses aren’t spared from bullies or negative comments.

Often, unscrupulous businesses will use bully tactics to attack competitors. 

This can really affect engagement on your account as people will often be put off by hateful content in any form,

By restricting people spewing hateful content on your account you can spare your fans from the hate and keep your feeds clean. 

Use social listening tools such as Keyhole makes it easy to find accounts that are mentioning your brand negatively, especially if you have high volume social accounts. 

Instagram Product Launch

Hey B2Cs! Here’s an Instagram feature that will really tickle your fancy.

Instagram has been adding features to make it easier for people to shop right from the platform, from shopping stickers in Instagram Stories to their native checkout feature which lets you buy products without ever leaving the app.

According to a blog on Instagram Business, the platform is about to take online shopping to a whole new level. 

The company is testing a new feature to inform users of upcoming product launches. 

The idea behind the new feature is to have a product launch sticker in Instagram Stories and a product launch tag in-feed posts.

Details of this new feature are still scanty, but it seems that businesses will be able to add a product launch countdown sticker in their Instagram Stories. 

The product launch tag in-feed, on the other hand, will enable followers to set reminders for the launch date, preview product details, and purchase as soon as the product is available— all without leaving the platform.

Now here’s the cool part. 

When the time is nearly up, anyone who had set a reminder for the product launch will receive a notification on their device. Your followers don’t even need to be in the Instagram app to be reminded of your product launch. 

Now imagine how many sales you’ll be able to drive in your next product launch on social media!

For now, only a handful of brands in the US are part of this beta test. You can see the list here

Why Instagram Product Launch? 

Instagram Product Launch will, hands down, open up enormous potential for e-commerce businesses selling physical goods via the Instagram shopping platform.

Two things have been driving sales in the current online marketing era: FOMO (fear of missing out) and anticipation. People don’t want to be left out, especially where new trends are concerned. 

But at a time when the business competition is so fierce, how do you get people excited about a new product?

Truthfully, product launches can be tricky. Don’t you think so?

If you announce your launch too far in advance, the hype will possibly wear off by the time it goes live for purchase.

On the other hand, if you don’t build enough excitement, the launch might be overlooked.

In comes Instagram Product Launch—which will offer the perfect balance and help you turn a simple everyday product release into a huge event that will result in huge initial launch sales.

Instagram Product Launch may be in the testing stage, but as has been the norm with the platform, we’re hopeful for a wider roll-out soon, giving more businesses a chance to scale their sales.  

Stay on the lookout!

Instagram Threads, Instagram Restrict, and Instagram Product Launch may be at very early stages for any concrete effects on your brand.

However,  these three Instagram features will bring a huge boost to your sales and engagement in the near future. 

So give it a whirl! 

Start using Instagram Threads and Instagram Restrict right now and see how it goes. 

Don’t forget to be on the lookout for the global release of Instagram Product Launch!


Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free.

7 Important Instagram Analytics Marketers Need to Know [+ 4 Tools!]

This post was updated on November 16th, 2019.

Before we talk about instagram analytics, let’s talk about why Instagram matters to marketers.

Instagram is a marketing powerhouse and is very beneficial for business and brands. It’s the go-to platform that businesses should be using.

The platform offers features that businesses can take advantage to make your social strategy flourish such as Instagram ads, news feed and stories.

These tools also help accomplish your marketing goals. 

Let’s take a look at some important Instagram analytics:

Jump Links:

How Beneficial is Instagram?

7 Important Instagram Analytics
1. Learning About Your Audience / Customers
2. Data Driven Content
3. Learn the Best Timing For Your Posts
4. Engagement Rate
5. Follower Growth Rate
6. Hashtag Performance
7. Instagram Story Engagement

4 Instagram Analytics Tools
1. Instagram Insights
2. Keyhole
3. Hootsuite
4. Sprout Social

How Beneficial Is Instagram? 

Let’s see what the numbers say. 

Instagram currently has over 1 billion active monthly users. It only trails Facebook (2 billion) and YouTube (1.9 billion) in this category. 

Amongst 1 billion users, 110 million are from the USA. 

But there’s more.

Instagram users also post over 100 million photos per day, which makes Instagram one of the most powerful tools to grow your business. 80% of all Instagram accounts follow a business profile

Over 200 million people on Instagram visit business profiles on a daily basis. 

Numbers like these prove that Instagram can be so much more than just a photo sharing app. 

Savvy businesses can utilize Instagram analytics to reach new customers and grow their customer base faster than ever before.

Instagram has also proven that it is able to grow and adapt with trends such as Instagram stories. 

You can easily convert your profile to a business profile, which allows you to track your Instagram analytics through the in-app insights.

Insight is Instagram’s free metric tracker, located internally in the Instagram application. 

Converting to an instagram Business Account is as easy as 1-2-3!

It should be evident that Instagram is a very popular and growing platform that reaches a worldwide audience. 

So, let’s jump in and take a look at 7 important Instagram analytics that will help you to master your Instagram marketing game. 

1. Learning About Your Audience/Customers 

Understanding your customers is the key to achieving your goals.

Whether it’s creating an engaging content, boosting sales or even building the customer experience, you have to know your customer.

Knowing your customers’ hows and whys will allow you to make a better product and stay ahead of the competition.

Instagram analytics breaks down your customers by their specific demographics, age group, gender, and location. You can use this information to focus your marketing campaign in these areas.

Instagram analytics also digs deep and helps you understand what your customers are searching for the most and their sentiment.

You can leverage this information to come up with a keyword or hashtag that will be effective for your brand and customers.

2. Data Driven Content

I know what you’re thinking – data driven content isn’t part of of Instagram analytics. 

Let me explain.

By studying your business’s Instagram analytics, you will be able to pinpoint what posts are most popular and most effectively engaging with your customers. 

You can utilize a number of different metrics over many different time ranges. This will allow you to find out what is working and replicate it with similar posts. 

3. Learn The Best Timing For Your Posts

You have to know when your target audience spends time on Instagram to select an optimal posting time.

The good news is you can easily find out!

You can look at your posts over the course of a week or month and learn when you received the most views and engagement from your audience. 

Or, you can use instagram analytics tool – but we’ll get to that later.

Learning about timing will also help you understand that poor timing may be the cause of lower audience engagement.

Your content may be great, but without this knowledge your time and effort will be wasted. 

4. Engagement Rate

When referring to Instagram metrics, engagement refers to how often other users either like or comment on your post.

Engagement means that the viewer had to make an effort to display their feelings about a post. 

Most digital marketers agree that engagement metrics are some of the most important numbers to track. 

High engagement from your audience relates to better success across all of your social media platforms. 

Engagement rate breaks down the engagement metric a little further. 

It compares the likes and comments in relation to the total number of followers your company has. 

This helps to give you a percentage that you can track as your followers grow over time. 

To track the engagement rate there is a fairly simple calculation to find the engagement rate percentage:

Receiving 300 likes and comments while having 1,000 followers would be viewed as a much more effective post than if you have 10,000 followers. 

Engagement rate helps you understand the reaction from your audience, but it doesn’t indicate the sentiment.

A controversial post could receive a fair amount of negative comments, which could give you the wrong impression of how the post is being perceived.

To understand the sentiment behind the comments received, you would need to review the comments.

Even if your engagement rate may not be as high as some other business types, you can compare your posts and see which ones are receiving more engagement. 

It has also been found that video content get 38% more engagement than picture posts.

5. Follower Growth Rate

Follower growth rate is another metric that is very important when trying to understand your Instagram analytics.

Follower growth rate is often confused with follower count. 

Follower growth rate breaks down how much your follower account has grown over a period of time.

This gives you a much better view of if your company’s following is growing or is experiencing a lull. 

Similar to engagement rate, follower growth rate can be found with a pretty basic calculation.

For example:

If you have gained 75 new followers over the month of September and you started the month with 1000 followers you can calculate your follower growth by:

(75/1000) x 100 = 7.5% Follower Growth Rate for Sept.

You can then continue to track this metric over time to determine trends in your follower growth rate.

Follower growth rate will allow you to better make predictions for the future and make goals for your business account. 

Conversely:

If you have a negative follower growth rate (are losing followers) you can identify what types of posts are giving you this negative result. 

By tracking when your growth rate decreases, you can take steps to make positive changes. 

Let’s talk about what steps can you take to try to increase follower growth rate:

  • Post consistent content
  • Post high quality / informative content
  • Upload video content
  • Use Instagram Stories
  • Use popular hashtags
  • Collaborate with related business sectors

If more people are interested in following your Instagram account, it can often translate to more people using your product or service. 

6. Hashtag Performance

Hashtag performance is a very important metric, especially for Instagram.

Hashtags are tags added to posts to help people find your post by a specific theme. 

People can search specific hashtags to find posts that relate to content they are interested in. 

By adding popular hashtags to your posts, it will instantly make your posts become more visible to a much larger audience. 

The popularity of different hashtags show you the best type of content to post for more exposure and better engagement. 

Tracking hashtag performance can sometimes be tricky because most of the data you are able to review will be historical.

Some people may think that hashtags are a waste of time, but when it comes to being visible on Instagram or Twitter, they are vital.

Using hashtags, especially while they are trending, will allow you to reach customers that may never have known you existed before.

7. Engagement For Instagram Stories

Instagram Stories allows you to post photos, videos, surveys or external links that expire after 24 hours.

They are a great way to send short snippets of content to your followers.

They are popular because you can look through several of them in a short time span. 

Of all Instagram Stories, 1/3 of the most viewed stories come from business profiles.

What are the most important metrics to track in Instagram Stories?

  • Reach – Shows you how many unique accounts viewed your story.
  • Exits – Tell you which story users were on when they exited your story.

Reach is important because it gives you an idea of how many people have shown an interest in your content by viewing your Stories.

This number should increase over time as you produce more quality content. 

Exits can show you which slide was the least popular in the line of story posts.

If someone exited your Instagram Story through a certain post, it may be an indicator that it was not well received. 

Another metric that relates to exits and can be useful is Taps Forward.

Taps Forward shows when a user skips forward to the next slide. Like Exits, it may also show posts that are not received as well as others. 

Instagram Stories is a great example of how Instagram has continued to grow and position itself as one of the premier social media platforms.

Let’s take a look at 4 Instagram analytics tools to help you track and identify these important metrics.

Top 4 Instagram Analytics Platforms of 2019

1. Instagram Insights

Instagram Insights is the free analytics software you have access to when you convert your Instagram account to a business account.

One of the key measures it provides is what types of people are interacting with your business profile. Instagram Insights helps you learn about their gender, age range, and location.

Instagram Insights also allows you to see which posts and stories your audience has engaged with the most.

This can be helpful when trying to find out what types of posts work best for your company.

It can also distinguish between content that you have paid to promote and content that has been posted organically.

2. Keyhole

Keyhole offers all of the basic analytics offered by Instagram Insights, along with a wealth of more advanced metrics and customizable reports.

One key feature that sets Keyhole apart from the competition is their hashtag analytics tool.

The best part of this feature is that it gives you real time info, allowing you to see how your content is performing and trending hashtags.

There is also a dashboard that displays an overview of statistics.

Another popular feature offered by Keyhole is the ability to track your competitors’ Instagram accounts.

You can track their growth, activity and engagement data. You can then use this data to compare to your own key performance indicators (KPI). 

3. Hootsuite Analytics

Hootsuite Analytics works as a combination Instagram post scheduler and analytics suite.

The Instagram post scheduler helps you to plan out your posts over a period of time.

This helps you keep track with your post timing schedule and post consistent content on your profile. 

Hootsuite also offers a full analytics suite that is much more customizable and detailed than the basic offerings from Instagram Insights. 

4. Sprout Social

Sprout Social is a platform that specializes in content planning and analytics. 

With content planning and publishing, you can track your content themes across all of your social media platforms, including Instagram.

Sprout Social’s software can also help you to optimize the best times and days to send your Instagram Posts.

So what does all this mean?

Understanding your Instagram analytics is vital to growing your business’s following on Instagram.

Knowing what metrics to track will help you increase your followers and post engagement.

Instagram as a part of a well rounded marketing plan can help you reach new customers in areas you may have never tried otherwise. 


Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free.

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