The Top 25 Social Media Monitoring Tools [Updated for 2021]

Top 25 Social Media Monitoring Tools in 2021 - Keyhole

This Social Media Monitoring Tools List has been updated as of November 2020

Social media monitoring is the act of paying attention to what is being said on social media. That is, what is being said about your brand, your campaign, your competitors, your product, tending topics, etc.

In recent years, we have come to understand that social media monitoring is your brand’s first line of defence against a potential crisis.

Also, proper social media monitoring can give you a better understanding of your audience’s wants, improve your customer service, keep tabs on your competitors and find opportunities to raise awareness.

In a world where 340 million tweets are posted every day, it’s impossible to keep track of what’s being said without some help. And this is where social media monitoring tools come into place.

Social media monitoring tools allow marketers to do the following:

  1. Get quality audience data.
  2. Take relevant actions, based on the data collected, to keep or build a good reputation and drive ROI.
  3. Save time, as all your social media analytics are available to you in one platform.

But which social media monitoring tool is the best for your brand?

It can be tough to pick one — with so many enticing promises from each solution.

What you need is a resource that provides you with quality insights about each tool.

Well, look no further; here’s a guide showing you the top 25 best social media monitoring tools that are worth considering:

Related Topic: A Brand’s Definite Guide to Social Media Listening

Jump Links:

1. Keyhole
2. BrandWatch
4. Digimind
5. Google Alert
6. Hootsuite
8. Meltwater
9. Mentionlytics
10. Sprinklr
11. Mention
12. NetBase
13. Nuvi
14. SharedCount
15. Social Mention
16. Brand24
17. TalkWalker
18. Awario
19. ZoomSphere
20. Sprout Social
21. Iconosquare
22. Followerwonk
23. Audiense
24. Tailwind
25. Union Metrics

1. Keyhole

Brands like Google, Alibaba, L’Oreal, H&M, and Mashable, trust Keyhole’s analytics. Keyhole is a social media analytics solution allowing you to track hashtags and keywords to monitor relevant conversations online.

Keyhole’s social analytics dashboard gives you an instant rundown of what your brand’s health looks like. So, you don’t have to look too deep before seeing key analytics like total impressions, engagements, impressions, and posts.

Keyhole - Top 25 Social Media Monitoring Tools - Social Analytics Dashboard

Looking for a tool that allows you to tap into your customers’ minds, gives key information on your brand, and turns raw data into actionable insights that inform your strategy and accelerate critical decision-making? Then Keyhole might be exactly what you need.

Best of all? 

Not only does the tool allow you to track @mentions and customer conversations across social media, blogs, and forums. It will also give you key analysis into relevant topics, sentiment analysis, demographic breakdown, and surface the top influencers in the conversation.

Keyhole Reporting - Social Listening

Also, Keyhole was designed to best position our clients to succeed, and in any business knowledge is power. This include knowing your audience and your competitors.

With Keyhole, users can monitor all their competitors at the same time, getting key benchmarking metrics as well as competitive intelligence to help them beat the competition.

The best part is how easy Keyhole makes your life. Neil Patel describes it this way: “This tool (Keyhole) does a lot of things others can’t. And as a bonus, it’s extremely user-friendly.”

Now, on top of planning a data-driven strategy, managing your social media campaigns, influencer marketing, and social listening, you can also schedule and execute your social content strategy with Keyhole’s Social Publishing.

Pros: The data reports are comprehensive, but also simple and easy to understand. It’s an affordable tool that keeps everyone in the know about ongoing conversations, brand health, and competitor performance.

Price: Starts at $79 USD per month. You can view various plans and pricing here.

Ready to test Keyhole for yourself?Start a Free Trial

2. BrandWatch

BrandWatch is a social listening & analytics tool that helps you dig out relevant data from blogs, forums, as well as social media and news or review sites. Basically, this tool tells you what/how your customers talk about your brand online.

BrandWatch - Social Media Monitoring Tools

You can use BrandWatch to get an overview of your brand mentions’ volume and compare it with competitors. Also, you can monitor brand sentiment in real time, and find out who your audience (demographic) is and what topics they are interested in.

It also provides a data visualization tool that lets you bring your data to life. That is, your data can be represented in the form of graphs that make hard stats and numbers easy to understand.

Pros: A flexible, highly customizable social listening tool. The data visualization feature makes data easy to understand and share.

Cons: There is a steep learning-curve in getting the software running properly. Also, the loading time is reportedly slow.

Price: Varies based on mentions per month and historical data access.

3. is a market intelligence and social media monitoring tool that gets audience data from social media sites, online news, blogs, message boards, forums, and photo/video sharing sites.

Similar to Keyhole and BrandWatch, this tool also lets you see your share of voice on social. That is, the percentage of your brand’s mentions against that of your competitor’s.


Here’s what gets even more interesting: alerts you when your brand gets mentioned on a fake news site.

They monitor new posts on 2,000 fake news sites and alert you as soon as your brand gets mentioned; this helps you handle bad press before things get out of hand.

Pros: Integrated access to social media insights. Customizable alerting system.

Cons: Fairly expensive, so may not be accessible for everyone. 

Price: Varies based on the number of services you need and keywords you want to track. The price for one service starts at $299 USD per month.

4. Digimind

Digimind is an intelligence software that provides a beautiful visual representation of your brand’s social performance.


This tool also allows you to monitor your own social media posts and run competitive analysis. That is, checking how your brand and/or product stacks up against industry rivals.

The platform gives you an understanding of your brand’s online reputation, as well as relevant consumer insights.

You’re also able to access your data via Digimind’s mobile app.

Pros: Monitors thousands of internet sources to collect brand intelligence.

Cons: Users reportedly find it difficult to backtrack and find previous stats and information. Also, it can become time-consuming to go through all the posts to find relevant information.

Price: To request a custom quote, contact Digimind directly.

5. Google Alerts

Google Alerts is super useful for you if you’re looking for a basic monitoring solution.


It scans through the web and tells you when your brand or product gets mentioned. 

You can choose which sources you want to be receiving alerts for — whether blogs, news sites or forums —and the languages you want to get alerts for.

Pros: An easy and free to use mention tracking solution. 

Cons: Only contains basic functionalities so it’s not the most well-rounded tool.

Price: Free.

Did you know that Keyhole users reported that the automated analysis and reporting save them at least 5 hours every week?

Start your free trial today

6. Hootsuite

Hootsuite isn’t just a social media management software; it also monitors relevant conversations on social media, and provides relevant insights.


Aside from tracking key topics and brand mentions. You can also analyze your performance on social media and measure your results against competitors. This can help spot trends, patterns and optimize your social media presence. 

With Hootsuite, you can separate conversions from your paid and owned media, and filter out conversations by keyword, language and location.

Pros: Manage your entire presence on social platforms from one place.

Cons: Higher price than other alternatives. Lower-tiered packages do not include social listening, analytics or benchmarking.

Price: $29 USD – $599 USD per month.

7. is an all-in-one social management tool that helps you plan your content calendar and manage your inbox across different platforms. Also, you can create and schedule ads, and monitor your brand’s impact on social.


The platform was built to assist social media marketers with social listening, customer engagement, content marketing and audience management.

Its social listening feature allows you to keep tuned into online conversations and trends, track your campaigns and discover top influencers that are engaging with your brand. supports all the major social media such as Facebook, Instagram, YouTube, LinkedIn and Twitter, and makes their sentiment analysis available in multiple languages

Pros: Intuitive user experience. Great social listening functionality.

Cons: It comes at a hefty price, so it is not available to smaller businesses.

Price: Essentials available at $129 USD per month. Contact to inquire about their custom packages/pricing for larger organizations.

8. Meltwater

From tracking brand mentions to monitoring campaigns in real time, Meltwater gives you a rundown on conversations about your brand on social media.


Meltwater’s AI engine helps you listen to relevant social media conversations, and gather historical audience data to make more informed marketing decisions.

Moreover, the platform enables you to dig deeper into your audience insights. Allowing you to discover the exact segments that are engaging in conversations related to your brand, and identify significant influencers among them.

Similar to other tools on this list, Meltwater offers a social media management functionality. It enables you to plan and schedule posts and engage with your audience via a centralized inbox.

Pros: A great tool to identify media contacts and influencers in your industry. 

Cons: Pricey, especially considering the limited number of users for the cost you pay.

Price: Contact Meltwater for pricing.

9. Mentionlytics

Mentionlytics is a web and social media monitoring tool that can track both mentions and keywords across websites, news sites, social media, community forums, etc.

Mentionlytics - Top Social Media Monitoring Tools

It tracks relevant information pertaining to your brand, competitors, products, etc., and presents it in a user-friendly dashboard.

The platform also uses its “Social Intelligence Advisor” to give you data-driven advice and insights. For example, the most important mentions, best posting times and identifying trolls.

Pros: The interface is user-friendly. Speaking of friendliness, Mentionlytics’ customer service has a great reputation because of their promptness and effectiveness when responding to customer questions.

Cons: Users reported some difficulties using the keyword search, which led to getting irrelevant results.

Price: Basic plan starts at $39 per month and packages can go up to $299 per month.

10. Sprinklr

Sprinklr is a powerful social media management tool that also provides a social listening feature. 

Keyhole - Top 25 Social Media Monitoring Tools - Sprinklr

The Modern Research feature helps you gain broad, historical and deep real-time views of global conversations, topics, and influencers driving your market – all in one place.

Like many other similar tools, this software helps you benchmark your social media performance against your competitors. Even more, they help you track crises before they arise so that you are able to make informed decisions.

Pros: Great for social listening as well as to moderate comments/messages across different social media profiles and inboxes.

Cons: Paid-ads performance has to be manually added, as it doesn’t get automatically pulled and inserted into the reports. Advanced features can get pricey.

Price: Contact Sprinklr to request a custom quote.

11. Mention

Mention helps you monitor online conversations and track mentions of your brand, product, industry, or campaigns.

This keeps you on top of important conversations around your business so you’re able to join in on these conversations when it matters the most. 

Keyhole - Top 25 Social Media Monitoring Tools - Mention

Mention enables you to filter the conversations you want to monitor by language, source and date. Also, you can refine your alerts by adding or removing certain keywords.

You can then, visualize your marketing data, and automate your reports to share the results with key stakeholders in your business easily.

Pros: It’s easy to set up and use to find relevant conversations and brand mentions all over the web.

Cons: Tracking campaigns can be difficult to set up without extra support from a support rep. Limited functionality for lower-tier subscribers.

Price: Paid plans start at $25 per month and plans range upwards of $450 per month.

12. NetBase

NetBase provides many customer experience features, which include social media monitoring. It uses a natural processing language engine to generate an accurate  understanding of human language across 199 languages.

Keyhole - Top 25 Social Media Monitoring Tools - Netbase

The NetBase LIVE Pulse solution gives you real time insight into trending topics, top terms/hashtags, allows you to set and track goals, integrate paid metrics, and more.

In NetBase’s own words: “You will gain a deep understanding of customer preferences, passions, and behaviors to drive your customer experience initiatives and make smarter, faster business decisions.”

Pros: Great tool for keeping on top of brand health and customer sentiment.

Cons: Steep learning curve – training might be required. Also, the price can get steep if you require in-depth data.

Price: Plans are customized – contact to learn pricing options.

13. Nuvi

From social media publishing to monitoring, Nuvi takes care of it all for you.

Nuvi is a robust customer experience management solution – their Listen tool allows you to monitor more than just hashtags. It helps you monitor keywords, URLs, topics, social media handles and more.

Keyhole - Top 25 Social Media Monitoring Tools - Nuvi

This tool allows you to spot trends and identify opportunities to increase your reach, as well as build better experiences for your customers.

Nuvi also gets you audience data from Twitter, Instagram, YouTube, Reddit, Facebook, VK, Stack Overflow and an ever-updating list of 3 million+ blogs and RSS feeds.

Pros: Relatively easy to use. Good sentiment analysis with accuracy of up to 80%.

Cons: Unable to collect and analyze historical data.

Price: Contact Nuvi to discuss a unique plan.

14. SharedCount

SharedCount tracks popular content in your industry. Just insert a URL into the tool and it will show you how many shares the content has gotten so far.

Keyhole - Top 25 Social Media Monitoring Tools - Sharedcount

This tool also allows you to analyze URLs in bulk and export them as CSV files.

Pros: Provides an easy way to analyze the popularity of your content through URLs.

Cons: As of 2020, it only works with Facebook and Pinterest.

Price: $40 USD per month to upwards of $640 per month

15. Social Mention

Social Mention is a real-time social media analytics tool. It collects and compiles user-generated content (UGC) from the web into a single platform. 

Keyhole - Top 25 Social Media Monitoring Tools - Socialmention

Let’s say we want to see the audience data around the #ArtificialIntelligence hashtag; Social Mention provides you with instant, data-rich reports about what’s going on around your query.

It also shows the ratio of positive to negative sentiments, the percent of reach, and the strength of your searched term on social media.

In addition, it gives you insights on the passion around your query; that is the likelihood that users will keep talking about your query repeatedly.

Pros: A social analytics tool that’s free to use. Helps to predict future engagement based on existing data.

Cons: Sentiment score is not always reliable, and the interface is outdated.

Price: Free.

 Pro tip: Knowing your own audience is great, knowing your competitors is even better. All of the social metrics you need to understand (and beat) your competitors with Keyhole’s Comparisons feature.

Try Comparisons Today

16. Brand24

Brand24 is another social listening tool, that makes brand reputation management simpler and easier.

This tool lets you track mentions, and even gives you a visual representation of ongoing conversations about your brand using a Discussion Volume Chart. 

Keyhole - Top 25 Social Media Monitoring Tools - Brand24

Like most of the top social listening tools, Brand24 allows you to dig deep into your reports to analyze sentiment to determine whether your brand was mentioned in a positive or negative context

Also, it helps identify key influencers in your industry. It makes it easy for you to join in on conversations across various channels, directly from the platform.

Pros: A user-friendly tool that simplifies social listening. Customized alerts for brand mentions make it easy to stay on top of online conversations about your brand.

Cons: It may be hard to accurately predict customer sentiment and the historical data is not very reliable.

Price: Starting at $49 USD per month.

17. Talkwalker

Talkwalker is a social analytics platform that enables you to monitor brand sentiment and oversee your overall brand health.

Keyhole - Top 25 Social Media Monitoring Tools - Talkwalker

The Conversation Clusters feature provides you with AI-based data that lets you find hidden connections between trending conversations, discover conversation drivers, and understand the core customer needs that start and move conversations in a particular direction.

Talkwaker also gives you a 360 view of your owned and earned social media content, including your brand, product or competitor mentions offline. 

You can use the tool to detect emerging themes, identify market gaps and serve more relevant content and offers to your customers.

This lets you understand the best influencers for your specific brand or product. All these help you account for what exactly comms bring to the table at your organization.

Pros: Real-time social monitoring and rich social insights.

Cons: Large amounts of data make it hard to master and prioritize what insights are important. The price is also inaccessible for many businesses.

Price: Starts at $6000 per year.

18. Awario

Awario is a web monitoring tool that crawls 13 billion pages everyday to get important data about your audience.

These insights include number of mentions, sentiment analysis, top influencers across different channels, and status/progress analytics.

Keyhole - Top 25 Social Media Monitoring Tools - Awario

It also offers a social media customer support service that lets you be there right when your customers need your help.

Providing you with an intelligent alert system, the tool lets you know as soon as an important conversation starts gaining traction.

This helps you prioritize customer support requests based on the impact they can have on your business.

Pros: Great for monitoring brand mentions and keeping track of online conversations. Possible to track unlinked brand mentions all over the web.

Cons: A steep learning curve. Also, the price can escalate quickly.

Price: $29 — $299 USD per month.

19. ZoomSphere

ZoomSphere is an all in one social media management tool comprising a scheduler, workflow manager, social media analytics, reporting & benchmarking, Facebook leads manager, and mentions monitoring. 

The tool provides over 150 different metrics related to all the major social networks. It also provides you with competitor analysis so you can see how you rank compared to your competitors.

Keyhole - Top 25 Social Media Monitoring Tools - Zoomsphere

The tool allows you to collaborate with your team, and set when and where to publish your social media posts.

Pros: Covers various social channels. Shows customer interaction history and helps you benchmark your performance.

Cons: The social listening feature doesn’t include sentiment analysis.

Price: Different pricing for each tool. Social Media Analytics costs $89 Euros per month, Social Media & Web Monitoring – $149 Euros per month. For more information on pricing, see

20. Sprout Social

Sprout Social is a comprehensive social media monitoring tool, helping brands to better understand their audience and inform their social strategy with actionable insights.

Keyhole - Top 25 Social Media Monitoring Tools - Sprout Social

Their social dashboard feature gives you an instant rundown of what your brand’s health looks like by showing basic analytics like total impressions, total engagements and total link clicks.

Sprout Social’s social listening feature gives you an overview of the keywords and hashtags your audience associate your brand or product with.

It also allows you to monitor sentiment and set up alerts for when critical conversations start gaining traction on social media.

Pros: Robust analytics. And it allows you to respond to mentions/messages directly from the platform.

Cons: The standard licence doesn’t include the social listening feature.

Price: $99 — $249 USD per month.

Creating accurate, download-friendly reports that you can share with your team just didn’t seem like enough, so we made them fun to use and incredibly easy to interpret. 

Get your first Keyhole report today.

21. Iconosquare

Iconosquare is a social media management, analytics & scheduling platform for Facebook and Instagram. 

Keyhole - Top 25 Social Media Monitoring Tools - Iconosquare

As most other social media management & listening tools, it gives you an overview of your stats and performance across Facebook and Instagram via a unified dashboard, helps you plan and moderate conversations across your different accounts, and enables you to schedule and publish content automatically without having to babysit your content promotion all the time.

Pros: Easy to use once it’s set up. Allows you to track certain feeds/hashtags and automate giveaway entries.

Cons: Works with Instagram, Twitter and Facebook only. The set-up process can be a pain.

Price: Starts at $29 USD per month. Custom plans available.

Platform-Specific Tools

22. Followerwonk (Twitter)

FollowerWonk is a great social listening tool for brands that want to dig deeper into their Twitter audience data.

Followerwonk - Top 25 Social Media Monitoring Tools

You can find out anything with this tool: from who your followers are, where they’re located and the times they mostly tweet – to the most relevant influencers in your industry or niche. 

Their most used feature is the Twitter bio search. FollowerWonk provides you with Twitter profiles that are all valid, current and refreshed every 30 days.

Best of all? You’ll get all the info that interests you packed in amazing social graphs that allow you to immediately benchmark your Twitter performance and identify opportunities for improvement..

Pros: Allows you to analyze your presence & your competitors’ presence on Twitter. Also, it helps you understand who your followers are, and enables you to find the most suitable influencers and estimate campaign reach.

Cons: Supports only Twitter.

Price: Paid plans start at $29 USD per month.

23. Audiense Connect (Twitter)

This is a tool from Audiense that provides you with detailed information about your Twitter audience. Audiense also provides a social insights platform.

Keyhole - Top 25 Social Media Monitoring Tools - Audiense Connect

From creating your own custom Twitter DM chatbots to tracking your performance on the platform, the Connect tool does a great job helping you understand your audience.

Pros: A good tool for companies that want to enhance their Twitter marketing through real-time audience insights.

Cons: The free plan comes with very limited features. It only supports Twitter and can get expensive compared to other platforms that support different social media platforms.

Price: Free plan available. Paid plans start at $79 USD per month.

24. Tailwind (Pinterest and Instagram)

Tailwind is known as the number 1 Pinterest/Instagram social scheduling tool. Aside from scheduling posts, italso allows you to discover content ideas, monitor conversations, amplify your reach, and analyze your performance on Pinterest and Instagram.

Keyhole - Top 25 Social Media Monitoring Tools - Tailwind

An interesting and unique feature is Tailwind Tribes, which allows you to connect with like-minded people and content. This can help you grow faster and “activate your community”. 

You can also automatically optimize your posts to publish when your audience is most active on Pinterest and Instagram. More importantly, this tool provides rich analytics that help you monitor conversations and analyze your performance.

Pros: Simple, user friendly interface. Low learning curve.

Cons: Platform-specific. The Instagram tool is still not as developed as the one for Pinterest. 

Price: $9.99 USD per month per platform.

25. Union Metrics (Twitter)

A social intelligence tool for Twitter, Union Metrics gives you insight into trending conversations, brand mentions, campaign performance, competitor data, and historical data to inform your decision-making.


The platform offers a couple of free tools, including the Twitter Snapshot, which allows you to generate quick reports on recent Twitter activity related to a topic/keyword. You’ll be able to measure the potential reach and impressions to gauge the virality of your posts.

Used by over 300,000 marketers, the software helps you monitor posts about your product, brand or industry in real time. This way you’re getting the full gist of relevant stories as they unfold.

Pros: Clean, clear reports. Very easy to find top hashtags and contributors.

Cons: Doesn’t integrate with many platforms – it supports only Twitter.

Price: Starts at $49 USD per month.

The Final Verdict

With so many social media platforms available, it can be a nearly impossible task for marketers to measure their brand performance, without the help of third-party tools that simplify social media management & listening.

Thankfully, there are a number of social media monitoring tools that automate the process and provide analytics about your audience, brand and campaign performance.

These tools can also allow you to keep track of trending topics, ongoing conversations, and respond to negative sentiment in a timely manner – before things get out of hand.

So now you know which are the 25 best social media monitoring tools out there. All you need to do is pick the one that suits your marketing needs and budget. 

Related Articles:

Top 29 Social Listening Tools for Marketers in 2020

Top 25 Social Media Analytics Tools: The Definitive Guide

Keyhole is a real-time conversation tracker that provides keyword + hashtag analytics and profile analytics across platforms such as Facebook, Twitter, and Instagram. Get started for free here.

Social Media Marketing 101 for Small [and New] Businesses

Social Media Marketing 101 for small and new businesses

Congratulations on being a new or small business owner! You are making our communities healthier, and in return we want you to succeed. So, we made this Social Media Marketing 101 guide just for you.

Social media can be a powerful (and affordable!) way to drive brand awareness, engagement and customer retention. We know it and you know it – otherwise you wouldn’t be reading this blog. 

What you may not know is how to get started and make social media work harder for your small (or new) business. In this social media marketing 101 guide, we’ll give you the information you need to build a simple but effective social media strategy today. 

Read on.

What Is Social Media Marketing and Why Do You Need A Social Media Strategy?

Simply put, social media marketing is using social media to drive awareness and promote your brand. A social media strategy is a blueprint that consists of the following:

1. The WHO: Who you’re targeting
2. The WHAT: What you’d like to achieve
3. The WHERE: What channels/social media platforms are you going to use 
4. The HOW: Everything you plan to do on social media
5. The WHEN: How often/when do you plan to post
+ Bonus Tips

Having a strategy gives you clarity It also helps you avoid the dreaded posting just for the sake of posting (we’ve all been there). And what is the result?

You’ll get where you want to be much faster.

Social Media 101: Let’s Get Strategizing 

Now you know what a social media marketing strategy is. You also know the 5 questions you need to answer to have an effective social media strategy. What’s next? 

This wouldn’t be a social media marketing 101 guide if we didn’t go through each one of the steps into a little bit more detail.

So, keep reading.

The WHO: Get to know your audience

There’s only one rule in marketing (social media marketing included) you need to follow: in everything you do, you need to think customer-first.

To create content that really lands, you need to get to know your audience very well. Which pages do they follow, what kind of posts do they engage with, what conversations they are having online?

Social media can be a very powerful tool to connect with your customers if you use it correctly. What do we mean by “correctly”? 

Simple. Use social media to start conversations and build relationships and show people how you can solve their problems. Leave the “me! me! me!” talk out of your social media content.

If you’re wondering, “Do I get to talk about myself?” – we know, we know, you gotta do it from time to time. Then, do it in a way that shows how you can serve your customers and the value you provide.

Instead of just talking about your product, you could create a brand voice that your audience can connect with. For example, Casper responds to conversations about its brand with clever comebacks that make the brand memorable and likeable,

Casper Twitter: Social Media Marketing 101

The What: Set Your Objectives

It’s very important for you to know what you want to achieve to be able to create relevant content and a roadmap that supports your goals.

You can have different goals, including: lead generation, sales, website traffic, brand awareness, engagement, improving PR, building a tribe of supporters and so on.

However, when creating a marketing strategy for small businesses, it’s very important to pick one, single goal (hate to break it to you – but yes, you have to walk before you run). 

“How?,” you’re probably wondering. Easy, identify where your marketing needs the most improvement and what area, when improved, will have the biggest impact. 

Once you’ve made progress towards your initial goal, you can expand your social media marketing 101 strategy to get more goals and reach for the sky.

The Where: Pick The Right Channel(s)

At this point, you know who your target audience is, what they’re interested in, and what you’d like to achieve. Next, you need to pick the best social media platform for your business.

All the knowledge you’ve gathered by this point will help you determine which is the best platform or platforms to use

For example, if you’re a beauty brand you’ll probably use YouTube and Instagram – maybe even work with an influencer. If you have an interior design studio you’ll probably go for visual platforms like Instagram, Pinterest, Tumblr. If you own a B2B business you’ll likely find your audience on LinkedIn or even Instagram.

Take some inspiration from Glossier. The company focused on Instagram to build their brand and create a following. Fast-forward 6 years and the company went from $0 revenue to $100 million.

Glossier Instagram: Social Media Marketing 101

As you can see, every step of your strategy relates back to the first step: knowing your audience. It’s also important to note that you don’t have to do it “right” the first time. Get started, then measure the results and keep experimenting until you get the results you want. 

Remember, there’s no shortcut to social media success. The best practices shared in this social media marketing 101 guide are only a starting point. Once you’ve started using social media for your new or small business, collect the initial data and tweak your strategy to further improve the results.

The How: What Are You Going to Post and Do on Social Media

Determine what kind of content you need to create to generate engagement. Ideas (and insights) are everywhere: so social listening is important.

Listen to the conversations your customers are having online, track your competitors, and follow certain hashtags to keep up to date with the latest trends. You can do this manually, or you can use social listening and analytics tools that automate the collection of audience insight. 

Keyhole, for example, allows you to track brand mentions, sentiment and conversations your audience are having online. The tool delivers aggregated insights to make better decisions, manage your PR and spot opportunities to connect with your ideal clients, all in one place.

Don’t let a small budget interfere with creating awe-inspiring content. Make use of the available tools out there to make eye-catching posts, or even create videos on your own.

The When: How Frequently and When Will You Post?

Finally, let’s discuss frequency. 

Objectively estimate your capabilities: how many *quality* posts per week can you create? Quality and consistency are more important than quantity. What you don’t want is to be active every day this week and completely silent the next.

Above all, your post should always be consistent with your brand. Each post must contain your brand logo, font, and color, as this will play a huge role in making people familiar with your brand. Achieving this is more manageable using a logo maker that offers customizable templates for social media posts. 

Once you know how many pieces of content you can create and publish per day/week/month, you need to find the optimal times to post. You’ll find various online sources that give you the best time-windows to be active, but we don’t recommend that.

Not because we don’t want to help, but because “optimal timing” is one of those things that doesn’t have a generic answer. Instead, you’ll need to find out what works for your audience and business by testing different times and tracking audience engagement.

To save time, stay consistent, and make tracking and optimizing your schedule easier, we strongly urge you to schedule your posts in advance.

Bonus Tip: Double-Down on Hashtags

We’ll end this social media marketing 101 guide with a reality check: sometimes you’ll have to pay to get engagement and that’s okay – but we’re not talking about the fake kind. 

Every time the algorithm changes, your organic reach may go down. Especially, when people are using social media for new businesses, so you might need to use ads to drive awareness (and conversions) faster.

However, there’s another way you can get your brand in front of the right people – by joining the conversations they’re already having. 

Track and analyze hashtags to learn what appeals to your customers and what kind of content they engage with and want to consume. Use relevant hashtags to appear in these conversations, in front of the people who are already interested and talking about those topics.

Fir example, Full Circle Brewing uses hashtags in their posts to ensure those who are looking for craft beer in their area can find their brand.

Full Circle Brewing hashtags: Social Media Marketing 101

We hope you found all the information you need to leverage social media to promote and grow your business. Don’t overthink it and start as soon as possible! After all, there’s no better teacher than your own posts’ performance/audience engagement.

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

Saving marketers an average of 5 hours a week on gathering and reporting data, Keyhole saves marketers over $7,000 every year on reporting. Start your free trial today and get the metrics you need to get the most out of your social media strategy.

Twitter Analytics: Your Guide to Drive Traffic and Boost Sales in 2021

Twitter Analytics Guide
Twitter Analytics Guide

Twitter Analytics Guide – Updated in November 2020

Marketers are constantly in search of actionable insights to improve their social media strategies, and a guide to Twitter analytics is in order.

You’ve likely turned to how-to blogs, attended webinars, and subscribed to newsletters for newer and better social media insights.

And while these are all great resources, the most valuable insights are most often found directly within your social data.

Twitter Analytics are the perfect example.

When your goal is to grow your Twitter audience, there’s so much to be learned from the people who already follow you—but most marketers ignore their Twitter Analytics because they feel they don’t need them.

If you’re not sure where to start when it comes to Twitter Analytics, this guide is for you. We’ll discuss:

  • The basics of Twitter Analytics
  • The benefits of tracking Twitter Analytics
  • The key Twitter Analytics metrics
  • The best-available Twitter Analytics tools

Without further ado, let’s dive in…


Twitter Analytics Explained
Why Twitter Analytics Matter
How to Use Twitter Analytics
Twitter Analytics Metrics and Features You Should Know
A Sidenote on Twitter Ads Metrics
The Five Best Twitter Analytics Tools for Your Business in 2021
1. Keyhole
2. Sprout Social
3. Union Metrics
4. Hootsuite
5. Buffer
Stop Ignoring Your Twitter Analytics

Twitter Analytics Explained

While Twitter isn’t the most popular social platform out there, it’s still the go-to platform for live conversations about news, TV, and sports.

There’s a reason it’s such a status symbol to be verified on Twitter.

It took businesses almost a decade to figure out “how to Twitter” effectively, but marketers finally learned that Twitter isn’t an advertising platform—it’s a conversation platform.

Once you start truly engaging with your audience, you unlock an indispensable business intelligence tool: Twitter Analytics.

Twitter Analytics, originally launched in 2014, is Twitter’s native analytics dashboard where you can track your Twitter performance and unlock insights about your audience.

With Twitter Analytics, you can track top tweets, impressions, profile visits, mentions, followers, and more.

So why should businesses spend valuable time digging into their Twitter Analytics?

Why You Need A Twitter Analytics Guide

Analyzing your Twitter metrics will give you an answer to the following questions—all of which are key to boosting traffic and sales.

1. Learn what your audience wants

Twitter removed data about audience demographics in early 2020 but that doesn’t mean you can’t learn about your audience.

You can dive deeper into the kind of products, content, and copy that resonate with them the most by looking at your engagement rate, mentions, and social shares.

By looking at your top content, you can make educated guesses about what made a particular tweet stand out among thousands of other tweets that showed up on your followers’ feeds at that very second!

For example, you may find your audience responds more to tweets with videos than plain text.

The more data you analyze, the easier it will be to notice behavior patterns and see what exactly makes your audience tick.

2. Learn when to tweet

This one’s simple:

To enhance engagement, find out when your customers are online, and post during those specific time windows.

While Twitter has added features like Top Tweets and Moments to help great tweets linger on timelines for longer, the reality is that most tweets have a short lifespan.

It’s safe to say that getting the timing right is an indispensable part of the entire Twitter success puzzle that shouldn’t be overlooked.

Twitter Analytics can help you figure out the best time to post so that you can build an optimal tweeting schedule.

3. Track your performance over time

Not only can you track your content performance at the level of individual tweets, you can also track your overall account performance over time. This will allow you to conduct a Twitter account audit.

Depending on how long your account has been active, Twitter can give you potentially years of data—allowing you to see which time periods were most effective for your account.

Then, you can match up your content plans or campaigns from those time periods to determine what strategies worked best for your account—whether it was an influencer campaign, a hashtag campaign

Now that you’re convinced tracking your analytics are worth it, let’s start by showing you how.

How to Use Twitter Analytics

To access Twitter Analytics, start by logging into your Twitter account. Then, click the More… menu, followed by Analytics.

Twitter Analytics Guide Instructions
Twitter Analytics Guide Instructions

Boom, you’re in.

You can also access Twitter Analytics directly at

Once you’re logged in, you’ll see Twitter Analytics organizes your stats into four sections: Home, Tweets, Videos, and Conversion tracking.

The first section is your Twitter report card, which gives you an overview of your monthly performance, as well as top-performing tweets and top influencers within your network.

The Tweet activity dashboard will show metrics related to the performance of past Tweets: impressions, engagements, engagement rate, link clicks, retweets, replies, and more.

The Videos dashboard allows you to track the performance of your videos, including metrics on video views, completion rate, total minutes viewed, and retention rate.

Finally, the Conversion Tracking dashboard allows you to track website and mobile app events based on a tag you’d install on your website or app.

There’s a lot to dig into here, so let’s break down the most important metrics.

A Guide to Twitter Analytics Metrics


On the Home dashboard, Twitter will tell you how many tweets you published in a month. This can be helpful to make sure you hit your daily content publishing goals.

Profile visits

Twitter also gives you a monthly total of your profile visits, which is the number of times people visit your profile and feed.

Tracking this over time is a good indication of whether people take the step beyond simply interacting with one of your tweets to check out if you’re worth a follow.


Twitter Analytics also gives you a monthly breakdown of how many followers you gained or lost, as well as your current follower count.

While growing your follower count is great, it’s best to focus on metrics that more directly impact the bottom line, like engagements and link clicks. It doesn’t do much good to gain followers if they don’t interact with your content.

Top Tweet

A top tweet is your most-viewed tweet within a single month.

There are two ways a top tweet can amplify your success.

First, analyzing your top tweet allows you to find out what makes content relevant and valuable to your audience.

And second, since you are certain that this particular tweet resonates with people, you may want to consider promoting it to give it a further boost. If you’re going to pay to boost your content, you may as well boost the best content, right?

Top mention

Your top mention is the @ mention of your account that received the most engagements.

Why should you care? 

A Twitter user who’s already interacting with your brand – and gaining lots of attention for it – may serve as a great influencer or ambassador.

It will, also, give you a hint as to what type of content you can create that will generate the most buzz from your audience (whether it’s positive or negative).

Top Follower

Twitter Analytics also shows you the top follower with the highest follower count that started following you within the month. 

This follower may also serve as a potential influencer or collaboration opportunity.

Top Media Tweet

Similar to your Top Tweet, your top media tweet shows off your photo or video tweet that earned the most impressions within the month.


Twitter impressions are the number of times a tweet was seen on someone’s Twitter feed.

You can access impressions at the account level over a time period, or at the individual tweet level.

Twitter Analytics Guide: Impressions

Impressions are a measure of reach, allowing you to see what type of content earns you the most eyeballs.


Twitter engagements are the total number of interactions with a tweet, including clicks on any element of the tweet, retweets, likes, replies, or follows.

From the Tweets dashboard, Twitter will also break down your engagements by:

  • Engagement rate
  • Link clicks
  • Retweets without comments
  • Likes
  • Replies
Twitter Analytics: Engagements

These metrics are available as daily totals, monthly totals, and monthly averages.

However, engagements on their own don’t tell you much, because they’re often correlated with impressions—tweets that are shared and seen more are going to be interacted with more.

That’s where engagement rate comes in handy…

Engagement Rate

Divide your Twitter engagements by your impressions. This will give you the engagement rate.

This is the rate at which people interact with your tweet or tweets. 

Engagement rate is extremely useful when it comes to understanding what drives people to interact with your brand. This is especially true if you’re interested in driving traffic and sales directly from Twitter.

Analyze the tweets that earn the highest engagement rates and think about what made them successful. Was it a hashtag? A question? A video? 

Website & Mobile App Events

By installing a conversion-tracking tag on your website or mobile app, you can push back data on website and/or app conversions back into your Twitter Analytics dashboard.

This tracking tag is vital for any paid Twitter ad campaign, as your tracking tag will build up an audience base to whom you can target your ads.

A Sidenote on Twitter Ads Metrics…

While Twitter technically splits its Twitter Ads campaigns from its main Twitter Analytics dashboards, it’s important to know which metrics are available to advertisers, should you decide to go the paid route.

The campaign dashboard is accessible at If you haven’t set up an ad campaign yet, you’ll have to do so before you can access any analytics.

The campaign dashboard allows you to track impressions, engagement rate, results, and cost-per-result.


What are Twitter results? They certainly sound like something we should be aiming for…

Results is a generic term for the campaign objective you set for your ad campaign. They can be a measure of:

  • Reach
  • Video views
  • Pre-roll views
  • App installs
  • Website clicks
  • Engagements
  • Followers
  • App re-engagements
Twitter Analytics: Campaign Objectives


Perhaps it goes without saying, but the cost-per-result is your Twitter ad spend divided by the number of results you achieved. 

It can be thought of similarly to cost-per-acquisition or cost-per-conversion.

A Guide to Twitter Analytics Tools for Your Business in 2021

While the native Twitter Analytics platform can be an important (and free) tool in your digital marketing toolkit, the platform certainly has major shortcomings.

It’s extremely limited in how you can access the data. You may want to get more fine-grained than daily data, and you may want to more easily access data on your audience—especially when it comes to identifying potential influencers.

Here are the top Twitter analytics tools that will give you more powerful insights into your Twitter data.

1. Keyhole

Social Media Tools - Social Sentiment Tools - Keyhole

Keyhole is the go-to influencer marketing, social listening and social media analytics tool for individuals and companies looking to understand what topics and types of posts attract their audience’s attention.

Keyhole’s real time hashtag analytics and keyword tracking feature enables users to:

  • Monitor and manage social conversations and brand sentiment
  • Identify top influencers
  • Find trending topics
  • Track and aggregate events and campaign data
  • Research live and historical data
  • Analyze your competitors
  • Easily share in-depth reports with your team

Ultimately, Keyhole empowers users to optimize their content and posting schedule, plan more engaging future campaigns, and make more informed decisions about their brand’s social media strategy.

Price: Keyhole starts at $49 per month, but you can try it out first with a 7-day free trial.

2. Sprout Social

Twitter Analytics Tools Sprout Social

While it’s best known as a social media management tool, Sprout Social also offers a Twitter analytics solution.

Using Sprout Social, you can find your top performing content and compare your stats to your competitors.

Sprout Social also has social listening and engagement features that make it a popular choice among marketers.

Price: A Sprout Social subscription starts at $99 per month.

3. Union Metrics

Union Metrics offers comprehensive visual reports which make it easy to understand and digest your Twitter data.

With Union Metrics, you can track keywords and conversations, find contributors and top influencers. Also, it allows you to estimate the potential size of any Twitter conversation, and perform competitive analysis.

Price: Union Metrics starts at $49 per month.

4. Hootsuite

Twitter Analytics Tools: Hootsuite

No list of social media tools is complete without mentioning Hootsuite.

Mostly used as a social media management tool, Hootsuite can also be used to assess one’s social media activity and impact, track and boost responsiveness. Also, it brings all social media platforms together into a single custom report that can be easily exported and shared within your organization.

Price: Hootsuite starts at $29 per month.

5. Buffer

Twitter Analytics Tools: Buffer

Buffer is another social management tool built in a similar way as Hootsuite. On top of Twitter analytics and attractive reporting dashboards, it also has robust publishing tools 

Price: Buffer’s analytics tools start at $35 per month.

Stop Ignoring Your Twitter Analytics

Social media platforms like Twitter give organizations access to incredible amounts of data. When accurately collected, organized, and analyzed, these can be turned into an invaluable strategic asset.

If we sum up everything we talked about in this exhaustive Twitter analytics guide, we can determine five ways social listening and Twitter analytics can help you elevate your business:

  • Understand what your customers want and need
  • Find trending topics to drive future campaigns
  • Identify potential partnerships and influencers
  • Analyze brand sentiment and reduce your crisis response time
  • Keep an eye on the competition and keep ahead of the game

In short, Twitter analytics tools can help in the quest of giving your Twitter data a purpose and turning it into actionable insights that you can use to make well-thought business decisions and come up with a competitive marketing strategy.

Keyhole can help you take your Twitter analytics analysis to the next level. To get started with Keyhole, try a free trial today.

Keyhole helps marketers make data-driven decisions that impact their organizations. On top of campaign tracking, influencer marketing, and social listening, now you can also publish and schedule your social media posts on the Keyhole platform.

Keyhole saves marketers an average of 5 hours a week spent gathering and reporting data, which translates to over $7,000 in savings every year. Start your free trial today and start to work smarter, not harder!

The Top 16 Facebook Analytics Tools for Marketers

Top 16 Facebook analytics Tools

Updated on November 2020: this new Facebook Analytics tool list covers now 16 tools

If you’re thinking about neglecting Facebook in your marketing strategy… think again! Here are some reasons to change your mind:

However, it is nearly impossible to take full advantage of the marketing opportunities that facebook offers without being able to obtain and analyze the right metrics on the platform.

And for this you need a Facebook analytics tool. But which one?

A range of Facebook analytics tools competes for the same market, forcing marketers and community managers to decide between similar products.

It’s difficult to avoid this decision – essentially every brand and business has target markets active on social media’s most popular network. Thankfully, diverse costs and capabilities can make it easier to choose.

So, what are the best Facebook analytics tools for 2021?

Looking at prices and differentiating features, learn about the top 20 Facebook analytics tools:

Jump Links to the 16 Facebook Analytics Tools:

1. Keyhole
2. Brand24
3. Brandwatch
4. Buffer
5. Mention
6. Cyfe
7. Facebook Insights
8. Oktopost
9. Quintly
10. Rival IQ
11. SharedCount
12. Social Bakers
13. Sotrender
14. Sprout Social
15. Sumall
16. Unmetric

1. Keyhole

Keyhole - Facebook Analytics Tools

Use Keyhole to get data and optimization strategies for any public Facebook page, whether it belongs to you or a competitor. Inputting the page’s name will reveal metrics surrounding fan growth, engagement by post type and best times to post based on engagement. A unique feature, the tool also calculates the ideal length of your updates by character count.

keyhole - optimal post time - audemars piguet
keyhole - optimal number of hashtags - audemars piguet

To better understand your own page or the competition’s strategies, you can export these data points — and more — in PDFs and Excel spreadsheets.

Give Facebook account tracking with Keyhole a shot here

Price: Starts at $49 USD per month

2. Brand24


Try Brand24 to track metrics surrounding conversations across Facebook.

It gives a stream of your company’s mentions, but the tool’s analytical value lies in the measurement of these mentions. For example, it quantifies sentiment and the influence of individual users. It also has a discussion volume chart, illustrating spikes and drops in mentions.

This helps you visualize the popularity of events and social campaigns.

Price: $49 – $399 USD per month

3. Brandwatch

Social Media Tools - Social Listening Tools - Brandwatch

Use Brandwatch to analyze a page’s fan base.

Able to track data pertaining to any public page, the tool offers audience analytics such as gender, location, profession and interests. Along with mention volume and sentiment, the tool monitors what audience members are sharing to uncover popular topics.

You can use this information to inform your Facebook content strategy, possibly giving you more ideas to post about.

Price: Plans begin at $1,000 USD per month – according to PC Mag

4. Buffer


Try out Buffer if you need a scheduling tool with complementary analytics.

Buffer informs your Facebook strategy by offering basic post metrics, such as engagement. Based on this data, it identifies your top post each day. To replicate its success, you can model future updates on its content type and posting time.

Price: It’s most basic plan starts at $15 USD per month and the price increases based on needs.

5. Mention


Sign up for Mention to access its library of historical data, which updates every minute.

In a variety of charts and graphs, it illustrates page analytics such as sentiment, engagement and demographic information – ranging from age to ethnicity. Like some other tools on this list, you can access data for any public page.

Price: $29 – $450+ USD per month

6. Cyfe

Cyfe Facebook Analytics Tools

Consider Cyfe if you want a customizable analytics dashboard.

Along with finance and general web metrics, you can add and remove more than 50 Facebook widgets from your dashboard. These widgets track page metrics, post stats and demographic data. For example, you can see how your fan base has grown and engaged with you, as well as information such as their interests.

Price: Free – $89+ USD per month for a premier suite

7. Facebook Insights

Facebook Insights - Top 20 Facebook Analytics Tools

Stick with Facebook Insights if you’re uncomfortable using or paying for a third-party tool.

Available for each page you manage, it has basic – yet essential – metrics such as page likes and actions. Differentiating between paid and organic, you can get standard post data like reach, impressions and engagement. It also offers fan demographic information, including gender, location and language.

Due to its range of metrics, some tools on this list integrate with Facebook Insights instead of offering unique data points.

Price: Free

8. Oktopost


Quantify the financial impact of your social media strategies using Oktopost.

The tool tracks conversions while identifying channels and messages that drive financial actions on your website. For example, it allows you to confidently say “this new customer came from our latest Facebook post.”

Oktopost also uses engagement data to pinpoint the best posting times, allowing you to publish through its dashboard.

Price: Contact Oktopost for custom pricing

9. quintly


Try out quintly to measure your pages against competitors.

You can access Facebook Insights through the tool, which will allow you to start comparing and contrasting pages. It visualizes stats — such as engagement — from these accounts in single graphs. These sorts of features make quintly a go-to tool for competitive goal setting.

Price: Starts at €300 Euro per month

10. Rival IQ

rival IQ

Use Rival IQ – another competitive benchmarking tool for Facebook – to track opposing brands and measure your performance against theirs.

Prioritizing growth, the tool records how audiences change on weekly, monthly, quarterly and annual bases. By giving you access to historical data, you can correlate audience size fluctuations to major events and business cycles. This pinpoints when rival are expanding their fan bases.

Price: $199 – $499 USD per month

11. SharedCount

SharedCount Facebook Analytics Tool

Take SharedCount’s name literally.

Answering more than a billion requests per month, the website tracks the social like, share and comment counts of content pieces. To see these stats, simply paste a URL into the search bar.

Price: $40 – $640 USD per month

12. Socialbakers


Try Socialbakers if you need a comprehensive dataset above all else.

The features include custom benchmarking and competitive analysis, allowing you to create groups to track your Facebook performance against. The tool also differentiates between paid and non-paid content when measuring post performance.

For companies with a worldwide presence, Socialbakers can segment data by individual brand and country.

Price: from $200 USD per month

13. Sotrender

Sotrender Facebook Analytics Tools

Collect metrics from any public page in a single dashboard with Sotrender, allowing you to measure your performance and research competitors.

On top of audience demographic information, the tool offers data such as post reach and impressions. You can see how these metrics vary between update types, including ones that have photos, videos and just text. Using the numbers it tracks, Sotrender makes suggestions about when to post and which kinds of media to use.

Price: $70 – $390 USD per month

14. Sprout Social

Social Media Tools - Social Listening Tools - Sprout Social

Choose Sprout Social to monitor the numbers behind different Facebook pages in one dashboard.

It also offers an inbox that brings messages from all pages into a filterable stream, you can access data visualizations for post metrics such as impressions and engagements. The platform also tracks page data, including fan growth. You can export these analytics to PDFs and CSVs.

Price: $99 – $249 USD per month; agency plans vary.

15. Zoho Social

Zoho Social Facebook analytics Tools

Although it’s primarily a scheduling tool, if you are looking for simplified analytics on a budget, Zoho Social is the tool for you.

This tool can give you an idea of your audience, where they’re from and what kinds of content they like. It also allows you to track conversations that are relevant to your brand.

The platform also allows you to customize and schedule reports.

Price: $10 – $25USD for individuals and upwards of $200 USD for agencies

16. Unmetric


Use Unmetric to guide your growth strategy through its reporting and historical analysis features.

Containing Facebook Insights data, it emails you Excel and PowerPoint reports based on the frequency you set. The metrics can be up to four years old, helping you find out how well past strategies worked for you and your competitors.

Unmetric also separates paid from organic numbers when analyzing posts for standard metrics such as engagement.

Price: Custom pricing starting at $1,000 USD per month.

The Final Verdict About these Facebook Analytics Tools

Some platforms should appeal to you, but the choice ultimately depends on:

  • Getting features that help grow your Facebook footprint
  • Measuring the metrics you value
  • Staying within your budget
  • Receiving a positive user experience

Use this list of 16 Facebook analytics tools as your guide to, at the very least, simplify the research and decision processes.

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

Top 25 [Free + Paid] Social Media Analytics Tools in 2021

Top 25 Social Media Analytics Tools

You guessed it: 2020 accelerated the role that social media has in purchasing decisions. The latest studies show that social media is the first touchpoint customers have with your brand.

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

But social media is a data beast!

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

However, investing in the right social media analytics tools will empower your marketing team to make the right decisions when creating and optimizing your marketing campaign. Helping you put your brand in front of the right audience at the right time.

In addition, tracking the right metrics can improve your brand management, customer service, and experience, and help you grow your brand.

The right tool should give you the insights you need to reach your marketing goals. If you are not sure how to measure your social media success with analytics, try the Keyhole trial for free and follow the guide to align your goals with our tool.

Now, it’s important to choose a tool that fits your unique needs. To help you find the right one, we’ve gathered and updated our guide to the best 25 tools to use in 2021.

Read moreTop 25 [Free + Paid] Social Media Analytics Tools in 2021

5 Social Media Strategies That Succeeded in 2020 [Key Takeaways]

Updated in October 2020

This year has been a heck of a ride for everyone. However, savvy brands have risen to the occasion giving us great takeaways about social media trends that are here to stay.

Which social media strategies were the most successful in 2020? How can these help inform our social media strategy for 2021?

We’ll reveal the top 5 strategies you can implement, along with marketing tactics that will guarantee success throughout the year.

Jump Links:

Social Media Strategies in 2020

1. Use Contests to Get and Stay on the Radar
2. Create Deeper Connections with Video
3. Boost Sales with Augmented Reality (AR) 
4. Get on the Micro-Influencer Marketing Bandwagon
5. Go Beyond Twitter, Facebook and Instagram

Social Media Strategies in 2020

According to the latest statistics, there are 3.8 billion active social media users as of January 2020. This is a 9% increase compared to the same time last year. 

Translated into numbers, last year alone, 321 million new users have joined social media platforms worldwide. 

With social media exhibiting an upward trend several years in a row, it’s clear why brands invest a lot of time and effort into creating an effective social media strategy. 

Effective social media strategy consists of a series of steps that reflect your goals and what you plan to achieve on social media. 

Noting down your goals into a comprehensive social media strategy will allow you to track your success and identify areas of improvement. 

Naturally, for a social media strategy to be effective, it has to take into account the latest social media trends…

… which is where we come in.

Below, we’ll share a couple of social media tips that will help you run more effective marketing campaigns. Also, a a side effect you will build better customer relationships and ensure that you make the most out of your social media efforts in 2020.

1. Use Contests to Get and Stay on the Radar

You’ve surely stumbled upon a social media contest in the past, or maybe even organized one yourself. There’s a reason why so many brands have included these to their social media strategy.

Social media contests are a proven way to get the word out, get people interested in what you offer, and boost your followers count.

Over the past couple of years, social media contests have been especially effective when done in a collaboration with an influencer.

More brands are making the shift towards enhanced customer service and two-way communication. Makes sense, contests and giveaways will remain as relevant as ever, but their main goal will no longer centre around increasing the number of likes and followers alone. 

Instead, brands are actively starting to use contests as another way to provide something of value to their audience. Allowing them to not only get on the radar of potential consumers – but stay on the radar as well.

See how Kool-Aid used a fun contest as part of its Halloween social media strategy to interact with thousands of potential customers and become part of their conversation.

The benefits of using contest in your social media strategies are:

  • Increase brand awareness and remembrance 
  • Grow your email list
  • Drive more traffic to your website/blog/social media platform
  • Get to know your audience
  • Educate potential customers 
  • Increase sales
  • Get people to test your products 
  • Reward your loyal customers

… and more!

Most importantly, you don’t need to sell physical products to organize a contest. 

Are you a growth specialist helping people who want to start their own business? You can offer a free 30-minute consultation call, or free access to your mini-course.

Or maybe you’re a public speaking coach helping people to grow their business through speaking? Why not run a contest and offer some of your resources for free to the lucky winner?

You can use several contest formats including, but not limited to: follow to enter, tag a friend to enter, like to enter, comment to enter, share to enter, vote to enter, take a photo to enter, or any combination of these call to actions.

Neil Patel has discussed this into more detail, so make sure to check out his blog How to Use Contests and Giveaways to Get User-Generated Content.

2. Create Deeper Connections with Video

You’ve surely noticed that various social media platforms have added more features for you to share video updates with your audience. 

YouTube is huge right now, Instagram Live encourages its users to share instant updates, and longer form content with IGTV, and of course, there’s the incontestable power of TikTok

Over time, we have witnessed how visuals drive more engagement, and video enables you to talk to your users directly – making a deeper connection.

One of the most powerful ways to drive more engagement and get immediate reactions/feedback is through live streaming on social media. For instance, live streams allow you to cover events, pick or announce contest winners in real time or create buzz around a product during its launch phase.

Social media users appreciate the “raw” quality and “realness” of social media videos. In other words, everyone can become a content creator, even without the support of a team of professionals.

Check out how one of the leading project management tools, Asana, is using videos to show their users and potential customers ways to use their tool to improve productivity.

Asana Instagram Video - Social Media Strategy

And of course, many brands marketing to younger audiences have already started adopting TikTok.

For example, look at how Guess’s #inmydenim campaign targeting Generation Z went viral with 41.3M views.

Don’t forget to measure your results. See how both brands are using hashtag analytics to track their campaign performance.

3. Include Social Commerce into Your Social Media Strategy

Social media platforms used to be a place where people can keep in touch with friends and family. Nowadays, users stay up to date with the latest developments, get inspired and discover new products through social media.

We all know that social networks influence what people buy online. For instance, buyers can easily compare products, read user testimonials and browse new items using social media platforms. 

However, over these past couple of years, social networks began to offer new features that allow users to shop on social media as well. In other words, your social media strategy can have a huge impact your bottom line.

Pinterest’s Shop the Look feature allows users to get instantly redirected to the checkout page, where they can immediately turn their inspiration into a purchase.

Pinterest Shop Ikea

Similarly, Instagram leads the way allowing brands to not only sell on social, but also to pair social shopping with influencer marketing.

Check out the following Shoppable post by Revolve:

Social Media Strategy example Revolve
Social Media Strategy Example - Revolve

Is this not convincing enough to add social commerce into your social media strategy?

Well, according to Civic Science’s Trend Adoption Tracker, the number of people who shop through social media has increased by over 10% since Q4 in 2018. And this trend is likely to continue well into 2021.

Make sure you use hashtag analytics to track your shopping posts, and learn how to make them more appealing to your brand – leading to more sales.

Shopping Behaviours Social Media

4. Boost Sales with Augmented Reality (AR) 

I’m sure you’ve heard everyone talking about AR and how it will shape the future of shopping.

Up until now, a lot of people were visiting stores to see, touch and try on the products before they go back home and order them online. So building an online store and creating social media presence became more important than ever. This resulted in a complex path to purchase consisting of several touch-points both in physical and online stores.

Because of the COVID-19 pandemic, retail shopping declined by nearly 20%. Alternatively, brands that leverage an omni-channel approach can expect growth. Online shopping is no longer just an option for retailers.

In the future, we can expect that a lot of retailers will transform their brick and mortar stores into virtual showrooms. A digital space where people can see and try on the products, and then buy it online.

Also, the latest developments in AR are beginning to allow customers to get the same experience – online.

In the past, Facebook and Instagram have launched AR filters, allowing users to try on products from selected advertisers to see how they fit before they make a purchase decision.

These AR tools have been limited to the platforms’ early partners in the cosmetics and eyewear industry, including NARS, Mac, Warbly Parker, and Ray Ban. 

See how Oriflame Cosmetics uses in Instagram filter to allow users to “try on” different shades of lipstick.

Oriflame Lipstick Instagram Filter

Also, it’s now possible for anyone to create their own filters using Spark AR Studio, so go ahead and download the app to get acquainted with what it can do.

You could see if there is a way for you to leverage AR in your social media strategy to make your consumers’ online experience more engaging and fun. 

5. Get on the Micro-Influencer Marketing Bandwagon

Despite what naysayers claim, influencer marketing is on the rise, and is expected to grow even more in 2020. 

To stay relevant and get discovered by new audiences, brands need to start partnering up with content creators who are loved and trusted by their communities.

But how can small brands afford to pay influencers?

This is a common objection raised by businesses who still equate influencer marketing to celebrity endorsements. In fact, an influencer can be even someone with 1000 followers.

There are 5 influencer tiers: Nano, Micro, Mid-Tier, Macro and Mega influencer.You can see the number of followers an influencer needs to belong to a particular tier on the infographic below: 

Source: MediaKix

Lately, many brands have started stepping away from mega influencers. Instead, they’ve started to collaborate with smaller creators who have an audience between 10K and 100K followers.

Micro influencers have a more genuine relationship with their community and as a result they have a lot of true fans that trust them and their judgement.

One great example that illustrates how successful a strategy based on micro-influencer collaborations can be is Swedish watchmaker Daniel Wellington. The brand’s social media strategy centres, most importantly, around partnering with micro influencers from all across the world.

The results? Daniel Wellington has become one of the most well-known brands on social media. 

Daniel Wellington are also encouraging their customers to share pictures to get a chance to be featured in their #DWPickoftheDay. This contest, where the brand didn’t offer a physical product, still managed to incentivize their followers to enter by offering them exposure.

Speaking of Influencers…

On our blog, we’ve been talking about influencer marketing a lot lately, so if you wish to explore the topic into more depth, here are a couple of resources to consider:

Influencer Marketing: An Expert Guide On Marketing’s Next Big Thing
Instagram Influencer Marketing: A Start-to-Finish Guide
How to Find Micro Influencers on Instagram to Boost Sales
Influencer Marketing ROI: Calculate ROI and Maximize Your Social Impact

Bonus Tip: Social Media Strategy Is Not JustTwitter, Facebook and Instagram

The key to staying relevant is keeping up with your audience, their interests and habits. This should inform your social media strategy.

One of the things that you need to track are the social media platforms where your target audience spend the most of their time.

There are a lot of new social media platforms appearing, and it’s impossible for you to be present everywhere. So, you need to assess which platform has the biggest potential based on your line of business and audience. 

For example, a lot of brands focus on the most widely known social media networks: Twitter, Facebook and Instagram, while overseeing other networks like LinkedIn, Pinterest and as of recently, TikTok.

Depending on your brand and what you sell you might want to consider experimenting with some other platforms. While some platforms might not be that popular in terms of advertising but may prove to be effective for you and help you reach new, engaged audiences.

Pinterest, for example, is a great platform for interior design companies, since a lot of people browse Pinterest for home décor inspiration. 

TikTok, on the other hand, has an algorithm that allows for a large organic reach, even if you’re just starting out.

LinkedIn has also rolled out some new features, including banners and CTAs. As a result, it is a great place for brands who are looking to provide extra value to their audience. This is especially true since LinkedIn’s algorithm is tailored to favour long, informative content. 

That’s why we’ve been seeing a lot of B2B and SaaS brands focusing on LinkedIn as the core of their social media strategy. 

Whatever social media platform you use, you need to talk to your audience and make the shift towards a two-way communication. For instance, you can do this by using videos, organizing contests, throwing events, or simply by sliding into your consumers’ DMs.

Final Thoughts

The social media landscape is changing every day. New features kick off and new social media platforms gain popularity, so it can be hard to develop social media strategies.

However, if we take a better look, all these changes and features have one thing in common: they’re developed to help brands drive more engagement, start conversations and provide more value to their customers.

So if we have to sum this up and give you a single tip to follow in 2020, it’s this: 

Be creative, but do not follow trends blindly, and instead, invest in those things that are in line with your brand and are appreciated by your audience.

Do you agree with our top 5 social media strategies for 2020? We’d love to hear your thoughts on the comments below

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

Instagram SEO: 7 Tips to Boost Your Visibility

Instagram SEO - 7 Tips to Boost Your Visibility

If you’re using Instagram to market your business, the best way to guarantee success is by boosting your following first. The more people you manage to reach, the higher your chances of driving sales. So, Instagram optimization is a must.

In order to boost your following, you need to get found on the platform. This is the trickiest part because Instagram SEO is a bit different from the regular Google SEO you’re used to, so it takes a little getting used to.

This guide shows you some of the best ways to optimize for Instagram search and why you should care about Instagram optimization in the first place. Let’s jump right in.

Quick Links

Why Optimize for Instagram

What Makes Instagram SEO Different

7 Tips for Instagram Optimization
1. Optimize Your Profile for Search
2. Write Keyword-Optimized Captions
3. Consider Hashtags as Keywords
4. Make the Most Out of Alt Text
5. Encourage Tagging
6. Steer Clear of Black Hat SEO
7. Track and Optimize

Take Over The Gram with Instagram SEO

Why Optimize for Instagram?

But why do you need Instagram optimization in the first place? Why is Instagram so important that you should dedicate your time to getting found on the platform? Here are some stats to answer your questions:

  • Instagram has about 1 billion active users – 1 billion users you could potentially reach with the right Instagram SEO tactics.
  • 83% of people are using Instagram to discover new products or services. This means your brand content on Instagram could effectively help you attract prospective customers.
Instagram Facts
  • According to Facebook IQ, after seeing a product or service on Instagram, 79% of people searched for more information while 65% visited the brand’s website or app. 46% even made a purchase (either online or offline) and 31% followed the brand’s account.

What Makes Instagram SEO Different?

The above data shows you just how important it is to get found on Instagram as it could be the very thing that feeds your customer acquisition.

However, one thing to note is that getting found on Instagram doesn’t work like on popular search engines such as Google. For one, hashtags make more of a difference than keywords do, although keywords still play a small role.

At the same time, adding hashtags to your bio won’t help your account show up in searches for said hashtags. Also, incorporating keywords into your profile name and Instagram handle improves your discoverability more than adding them to your content. So, all of this can get a little confusing if you’re new to Instagram SEO.

That’s exactly why we created this post – to help you figure out the best Instagram optimization tactics so you can get found on the platform.

7 Tips for Instagram Optimization

Here are some of the best Instagram SEO ideas to improve your discoverability and reach on the platform:

1. Optimize Your Profile for Search

The Instagram search function works a bit like Google in that it delivers the most relevant profiles based on your search term. According to Instagram, the search results depend on several factors including the accounts you follow and are connected to.

Also, the posts you like on Instagram have a major influence to determine relevance. In addition to this, keywords also play a critical role.

So it helps if you can optimize your Instagram profile with keywords to show up in relevant searches. Here’s how:

  • Name and Username – Incorporating a primary keyword in your name and username is a good way to improve your chances of showing in relevant searches. For instance, see on the image below how a search for the keyword “interiors” brings up profiles that have the keyword in their name, username, or both
Using Your Handle for Instagram Optimization

For usernames, this may not always be possible as you typically have to stick with your official brand name. But you might be able to find a way to play around with the profile name in your bio as is the case with @luxemagazine and @oka above.

  • Bio – Your bio is also a great place to add in keywords that you want to rank for. You can use this space to describe your business with relevant secondary keywords. For example, let’s say you want to target the keyword “salon,” then you could also include secondary keywords like “styling,” “makeup,” or “makeovers” in your bio.
Optimize your Instagram Home Page

2. Write Keyword-Optimized Captions

On the Instagram Explore page, you can only search for content using hashtags and location tags. Besides this, Instagram also provides content recommendations personalized for each user based on their interests and interactions.

For instance, if you regularly “like” food-related posts, your Explore page will likely display content that aligns with the type of content you’ve shown interest in. That’s where your post captions come in.

The Instagram Explore page algorithm uses an account embedding framework which helps to identify accounts that are topically similar to each other. This framework learns what a word represents based on the context. Also, it identifies how certain accounts are relevant to one another based on the keywords used in bios, names, and usernames as well as captions.

That’s exactly why writing descriptive captions with relevant keywords will improve your chances of showing up in the Explore page of relevant users. Instagram will use the keywords in your post captions to determine which topics of interest align with your account.

See the descriptive caption in the following post related to nature and wildlife photography, for example.

Post Description Keywords for Instagram Optimization

3. Consider Hashtags as Keywords

On Instagram, hashtags function like keywords do in regular search engines – they help users discover relevant content. When you search for a certain hashtag, it’ll show you all the posts tagged with said hashtag. Similarly, tagging your post with a certain hashtag means that the post will show up when someone searches for that particular hashtag.

So, it’s crucial to tag your posts with hashtags relevant to the content so that you can attract the right audience. But try not to overload the caption space with hashtags as it can be an eyesore. Although you have the freedom to use up to 30 hashtags, make sure you find the right hashtag density for your posts. You can run tests to find the perfect number for you.

For instance, the following post has about 20 hashtags relevant to the image.

Using hashtags as keywords for Instagram SEO

But keep in mind that Instagram will take other factors like engagement and account relevance into consideration when ranking your post in hashtag search results. So, the more engagement you get, the more likely your post is to show up in relevant hashtag searches.

Therefore, it is essential to consider post timing, image quality, etc., to better engage your audience and improve content visibility. Of course, you should always publish only the most high-quality content if you want to catch your audience’s eye. You can also find out the best time to post on Instagram for your brand and try to schedule your Instagram posts for the time of day when your followers are most likely to be active and engaged.

4. Make the Most Out of Alt Text

Instagram has a feature that allows you to write alternative text to vividly describe your photo in detail. The app then reads out the image description using a screen reader that lets you hear what the photo contains. This alt text feature was originally intended to help users with visual impairments to understand Instagram’s visual content.

In addition to enhancing the Instagram experience for visually-impaired users, you can also use this feature for Instagram SEO. The idea is to use keywords in your alt text to help the Instagram algorithm better understand what the image contains and how it can be relevant for certain users.

Although Instagram automatically generates alt text for your images, make sure you edit this section to make it more descriptive as the auto-generated list may not be detailed enough. To write your own alt text, select “Advanced settings” before you finish sharing an image.

Adding Alt Text on Instagram Posts

Under the Advanced settings, tap on the “Write alt text” option.

Adding Alt Text on Instagram

Then write your alt text to accurately describe the image while also implementing a few relevant keywords. Tap on “Save” and then share the post.

Alt Text on Instagram

5. Encourage Tagging

Another way to boost discoverability on Instagram is by getting tagged. When people tag your account in their posts or Instagram Stories, others will be able to click through to your profile. So, there’s a good chance you can attract an even bigger audience the more you get tagged.

For example, you could encourage people to tag you in their photos of your products for a chance to be featured in your posts. You could then repost some of their photos to show how much you appreciate them. Even if you want to maintain a consistent feed aesthetic, you could still share their posts to your IG stories.

Alternatively, you could also run promotions and giveaways that involve tagging your account. This is a great way to boost the number of tags because people are more likely to participate when there’s a chance to win something.

Check out how Benefit Cosmetics runs a giveaway, encouraging people to share the post to their Stories and tag the brand for extra entries.

Instagram Giveaway Contests - Instagram SEO

6. Steer Clear of Black Hat SEO

When you’ve been struggling to gain visibility for a while, it may be easy to get tempted by quick fixes in the form of black hat Instagram SEO tactics. But remember that these quick fixes are only temporary. They don’t offer authentic visibility on the platform, which may hurt your performance in the long run.

On top of this, Instagram continues to crack down on accounts that repeatedly employ suspicious tactics to gain visibility on the platform. This includes using bots to generate fake likes and fake following. Thus, it’s best to build genuine visibility even if it takes a bit of time and effort.

7. Track and Optimize

Just like how you analyze the impact of your regular SEO efforts, it’s also crucial that you measure how your Instagram optimization efforts are paying off. To stay on top of your game, conduct an audit on your Instagram account on a regular basis. Make sure you’re asking the right questions:

Were the changes worth it? Did they have any impact on visibility at all? What could you possibly do to make an even bigger impact? You can get the answer to all of these questions once you start tracking your Instagram performance.

If you have a business account or a creator profile on Instagram, you’ll get a comprehensive analytics tool to measure your account performance.

This built-in analytics is great for understanding individual post insights. Also, it gives you a detailed breakdown of reach and impressions as well as how you managed to attract each viewer – whether it’s from home, hashtags, profile, and so on.

Don’t forget to get a better idea of the differences between reach and impressions so that you can understand how these two metrics play a role in your overall performance.

In addition to the built-in Instagram analytics, make sure you invest in an even more comprehensive analytics tool

The Keyhole Social Media Account Analytics tool, for instance, provides you with competitive analytics and follower insights in addition to measuring performance. More importantly, it provides you with recommendations to grow your engagement – from the best time to post to the optimal post length.

Instagram SEO - Grow your engagement

Take Over The Gram with Instagram SEO

Your Instagram account could make all the difference between being a winning brand and being just another business. So, drive up visibility on the platform with effective Instagram SEO and boost your brand awareness among a relevant audience. Make the most of the Instagram optimization tips given above to get found on the platform.

Also, don’t forget to try Keyhole for free and use the automated suggestions to optimize your Instagram posts and grow your engagement.

Related Articles:

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

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

Start your free trial today and work smarter, not harder.

Your Guide to TikTok Marketing and How to Use It for Business

TikTok has been a hot topic throughout 2020 from viral videos and challenges popping up on the platform all the way to the app’s near-ban in the United States.

And one thing that’s been gaining traction on top of it all is TikTok marketing and how brands can actually take advantage of this unique platform to reach a wider audience of young people and create an authentic presence for their brand.

That’s what we’re going to talk about today – what TikTok is, what all the fuss is about, and how you can successfully fit this platform into your marketing strategy.

The only key is to not get sucked into viewing hours of video content every time you open the app. 😉

Let’s get started!

What is TikTok?

First things first, we like to cover the basics. What on earth is TikTok, and how did it get to where it is today?

In a few words, TikTok is a video-sharing social media platform that has become popular with Gen Z and younger Millennials through its micro-videos all about dance challenges, lip syncing, and other viral memes.

TikTok initially started as the musical lip syncing app as an attempt to replace Vine. was then bought by tech company ByteDance in August 2018 and rebranded into the TikTok you know and love today.

Videos must be between one and sixty seconds long and can be based around an original sound or a pre-recorded sound bite already recorded onto the platform.

In fact, some of the most popular TikTok videos use sound bites from other video content or songs as the basis for their story.

Why TikTok Should Be Part of Your Marketing Strategy

Considering creating a brand account on TikTok? We support it. There are so many reasons why TikTok could be a great addition to your marketing and video strategy – especially if you’re trying to reach some of those younger demographics.

Another great reason is that the type of content users share on TikTok is unique, and you have the chance to make a different kind of impression on your audience.

You’re not going to be creating static images or sharing blog post links through your TikTok videos. While you can certainly still create educational videos, the content strategy is incredibly different. We’ll talk more about that in a bit.

And the last, but certainly not least, reason that you should definitely consider incorporating TikTok into your marketing strategy is that the algorithm is 100% content first.

This means it focuses on what users actually want to see, so the potential to go viral on the app is possible for even the newest users.

Ready to learn more about the types of content that perform best on TikTok so you can get started creating? We love to see the enthusiasm. 😍

Types of TikTok Content

The types of content that both users and brands share on TikTok is much different than you’ll see on pretty much any other platform, so you should use this to your advantage.

Sure, you might not be able to repurpose content for TikTok, but the time spent on content creation could certainly be worth your while.

Here’s an example of a personal finance expert who joined TikTok and gained 70k followers in her first four days.

TikTok Marketing Guide - Tori Dunlap Tweet

If you have valuable content to share and make the effort to connect with your audience, there’s no reason why you can’t also see success on the platform.

But now let’s talk about the reason you’re really here – to learn more about the different types of video content you need to be creating and sharing on TikTok.

Trending Topics

If you’ve ever browsed the TikTok app, you may have noticed that a few sound bytes pop up over and over again.

Different sound bytes jump up in popularity every so often and you’ll see many different creators jumping on the trend to create their own versions of videos or concepts to entertain their audiences, and you can absolutely do the same with sound clips relevant to your brand.

This can be a fun task for you as well – spend a bit of time each day browsing top TikTok videos and sound bytes to see if there are any that you can use in your own way.

Another way to jump on trends, even while using your own audio, is to see trending video memes and styles, then incorporate those ideas into your own video.

This Washington Post TikTok has a great example of how they spun the “put your finger down if” challenge.


Even if you didn’t put any fingers down, subscribe to Hannah’s free newsletter at link in bio! ##TheBachelorette

♬ original sound – We are a newspaper.

Challenge Videos

Another big content type on TikTok is challenge videos – especially dance challenges. Many top TikTokers will share their version of (or attempt at) these different dance challenges so people browsing the sound bytes or hashtag might come across their profile.

While this might seem difficult for a brand to emulate, TikTok is all about getting creative. And that’s exactly what the folks at Fortnite have done.

Check out how they animated one of their characters taking part in a dance challenge in this TikTok video.


You got to keep focused on @yodelinghaley and her smooth moves. ##sayso ##saysochallenge

♬ original sound – Fortnite Official

Whether you get your team together to try out these TikTok challenges or nominate a single dance ambassador, there could still be ways for this tactic to work for your brand.

Educational Videos

Just because TikTok is all about creating fun, bite-sized, shareable videos doesn’t mean you can’t still impart your knowledge on them.

Take a page out of Tori from HerFirst100k’s book and repurpose a popular TikTok video type to share actual wisdom and tips that are relevant to your brand.


I gotchu boo. ##moneytiktok ##moneytoks ##personalfinance ##negotiating ##jobinterview ##debtfree ##creditscore ##adulting ##studentdebt ##budgeting ##manifest

♬ No Scrubs Cueheat x Merks Jersey Club Remix – Luis

Find fun and engaging ways that you can share your own educational videos to help your audience learn more about your industry or related topics.

TikTok Influencer Marketing Content

TikTok is also the perfect tool for putting together influencer marketing campaigns, especially with popular TikTok influencers. Many of these influencers have amassed large followings of loyal viewers, which can offer a great ROI to your campaign.

Here’s an example of an influencer video created by TikToker Charli D’Amelio for a campaign with Aerie.


Share what you’re doing to stay positive by tagging @Aerie and ##AerieRealPositivity. We’re sharing positivity by donating to American’s Food Fund!

♬ original sound – aerie

Since these influencers already have great content ideas, working together to come up with someone – or letting them take the reins – can be a great way to get your brand’s name out there, especially if you’re new to the platform.

Tutorial Videos

Another fun content type can be basic tutorial videos. People eat those up, and beauty brands and those in similar industries have a perfect outlet for tutorial videos on TikTok.

Take a look at this tutorial video from Fenty Beauty on how to do a ombré eyeliner.


Episode 21: Ombré liner! 🎨 Get Flypencil & Full Frontal Mascara at! @olgadann ##fentybeautyuniversity ##beauty ##hack ##artist ##makeup

♬ Felix The Widow – BLVKSHP

Record a quick 60-second (or less) TikTok video showcasing how to do something, especially if it highlights your products or services. This is a great way to show off what your brand is selling and entice people to want to use them too.

Current Events

Think about things that are going on around the world, whether it’s based around a holiday, election, time of year and more, and create content around that.

For example, there has been a hashtag trending for videos surrounding #HalloweenAtHome, where creators are sharing content about how they’re celebrating Halloween a bit differently this year due to the pandemic.

Hummus brand Sabra created several TikTok videos around the Back-to-School season with great snack recipes for kids.


Full recipe by @iamtabithabrown at #TabithaBrown #Hummus #Vegan #SnacktoSchool

♬ original sound – sabrahummusdips

This is a great way to increase potential views around your content because people might be searching for content surrounding these current events on the platform.

Location-Based Videos

TikTok’s platform and algorithm is so unique that even local businesses can see success on the platform. This is because TikTok’s geolocation feature will first show TikToks to people when they’ve been created in their general area.

Then, if the video does well in their initial area, TikTok’s algorithm will start to share that video with even larger audiences in other areas.

So if your brand has a home base or only serves a certain area, don’t count TikTok out. This can still be an awesome platform for your local marketing strategy.

Video Requests

When people comment on your TikToks, you can take comments of your choice and overlay them onto future videos like a sticker.

This gives you the perfect outlet for taking video requests for your content.

Take a look at this TIkTok video by Chipotle, completely based off of a comment on a previous TikTok video.


We actually each do like 2+ things @frankcaliendo ##chipotle ##comedy ##fyp

♬ original sound – Chi-vote-le

Ask your audience what they’d like to see from you so that you never have a shortage of content ideas. Plus, it can be fun for your followers to see their comments pop up on your videos.

TikTok Marketing Tips and Best Practices

Now that you’re prepared for the different types of content you’ll need to be creating, it’s time to jump into the heart of your strategy – how to market on TikTok.

We’ve put together this list of tips to ensure you start your new TikTok marketing venture off on the right foot and know exactly the steps you want to take to start creating content with viral potential.

Work With TikTok Influencers

The most important thing about TikTok is that in order to see success on the platform, your content really has to fit in. 

This is why so many brands are stuck wondering what they’re doing wrong – you really can’t be promotional on this platform. But it also means that influencer marketing on TikTok is key.

Once you launch your brand account on TikTok, look around the platform to find popular creators that look like your target audience. Chances are, their audience will also be your target audience.

After pinpointing the TikTok influencers you think align most closely with your brand, it’s time to start your outreach and put together partnership offers. 

Remember that your partnership needs to be mutually beneficial, and each influencer will have their own set of guidelines and pricing – especially if they’re professionals and have been working with brands for a while.

Getting your brand name out there on TikTok via influencer marketing is a great way to expand your audience as well as start growing your own following on the social network.

Put Effort Into Each Individual Video

This seems like a no-brainer, right? Of course you’re going to make sure you put effort into each of your videos.

But the reason why you should is what I really want to touch on here.

I know I’ve said this before, but here it is again – TikTok’s algorithm is incredibly unique. We like to talk about this because it’s so easy for anyone, even brand new accounts, to go viral and grow a massive audience.

And if you’re creating stellar content every time, you’re even more likely to hit that goal. 🤩

This is due to the fact that your TikTok videos still have viral potential even weeks after you publish them. This platform isn’t like Facebook or Twitter, where your content has a life expectancy of minutes.

On TikTok, if you consistently create great content, people can still find it well past its publish date, and your content can still reach a massive amount of people well after you’ve created it.

Use Trending Sound Clips

We touched on this a bit earlier when we talked about sharing trending topics, but that was a bit broader.

Here, you want to pay attention to the most popular sound clips that are being used over and over again so that you can use to create your own relevant brand videos. The key is finding a sound bite that makes sense for your business.

But using popular and trending sound clips can help increase the odds that your video will get picked up and showcased across users’ For You feeds.

Create Around Trending Hashtags

On a similar wavelength, pay attention to the Discover tab to find out which sounds and hashtags are popular right now and quickly put together a content idea based around that when they’re relevant.

TikTok Marketing Guide - Discover Tab

This can be a great exercise for creating quality TikTok content as well. Try to find relevant hashtags that make sense for your brand, watch a few videos to see how others are creating content, then put together a plan for your own TikTok video.

Test Out Creating Original Content

While a lot of TikTok videos take advantage of other people’s sound bytes, it’s still a good idea to try your hand at creating original content.

Record voiceover for your video or simply use a song in the background as you show off something in your video, like a tutorial or new line of upcoming products.

Implementing a successful TikTok marketing strategy requires a bit of both – some content utilizing popular sound bites and hashtags, and other content that is fully original and of your own conception.

Customize the For You Page

Another good thing to understand is how to customize your For You page. You can easily do this by tapping and holding on various videos and clicking that you’re not interested, either in the user or in the sound clip.

You can also add videos to favorites or save them by holding down on a video as well.

Customizing your For You page helps TikTok to understand the types of content you like, and when your followers do this, the same goes for them.

This is just another example of why it’s so important to consistently create quality, engaging content that perfectly aligns with what your target audience is hoping to consume on TikTok. 

You don’t want anyone to turn off your brand videos in their feed. Instead, you want to create content similar to what you think people would be adding to their favorites, increasing the chances that you show up in your audience’s feed.

Interact With Your Audience

Our last tip is all about engagement. You know the mantra – social media is social. And if you want to grow a community and a following, your brand also needs to be social.

Watch videos on your For You page. Interact with the people who follow your brand. Leave likes and comments, along with following the people who are most similar to your target demographic as well as potential influencer partners.

TikTok Analytics

Every good social media strategy comes with a plan for tracking success and adapting based on your performance and results.

This is why it’s essential to understand the premise of TikTok’s analytics. In order to access analytics, you need to switch over to a TikTok pro account

While this almost sounds like you’ll have to start paying a monthly subscription, don’t worry – it’s still completely free. You just get access to even more features, like your analytics!

Once you’ve made that change, you’ll be able to find your analytics in a dropdown on the desktop app as well as in the settings of your mobile app.

TikTok Marketing Guide - TikTok Analytics

Your analytics consist of three main categories: Overview, Content, and Followers. Let’s cover each a bit more in depth.


The first tab gives you a bird’s-eye view into how your account is performing – your video views from the last week, your follower count and your profile views.

You can also toggle these to see the same information over the last 28 days to get a good month-over-month look at how your TikTok efforts are going.

While the overview gives you a quick look into your overall performance, the next two tabs allow you to dive in deeper to find out what your audience actually likes and how they’re interacting with TikTok content as a whole.


This tab gives you a more in-depth look into the content you’ve been publishing and how your audience is consuming it.

First, you’ll see your top 9 videos that you’ve published in the last 7 days so you can gauge which types of content your audience likes best. This section also shows you how much content you created compared to the previous 7-day period.

The next section shows you your top 9 videos overall, so you can see if any older videos are starting to gain traffic and understand which types of your content are most popular in general.

Tap on any of your videos to get an even closer look at your individual video’s analytics as well.


The last tab gives you access to specific data about the accounts that follow you, helping you to ensure you’re reaching the right audience with the videos you’ve been creating.

Here, you’ll find information on the genders your audience identifies with, their locations, and even the times of day your followers are online most. This is perfect for determining when you should be publishing new content.

Not only that, but you also get to see videos your followers have watched and sounds your followers have listened to.

This is the perfect starting point for understanding the content your audience wants to see and helping to align your TikTok marketing strategy with it.

Create Your TikTok Marketing Strategy Today

Ready to start marketing on TikTok? Head over to create your brand profile today and start growing a following. But be sure to monitor your progress and keep up with your social media reporting to understand if your efforts are paying off.

Related Readings

Instagram Reels Vs TikTok: What You Need to Know

The Top 5 Social Media Strategies For Marketing Success in 2020

Social Media Trends to Track in 2020 and Beyond: Marketing Tools, Content, and Strategy

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

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

Start your free trial today and work smarter, not harder.

The Best Sentiment Analysis Tools for Social Media

Best Sentiment Analysis Tools

While the average person may not want to know everything that’s said about them online, that information is invaluable for any company.

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

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

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

Then, we’ll give you a list of the top sentiment analysis tools on the market in 2020, including the pros and cons of each tool.

We hope you feel positively about that!

Jump Links

What is a sentiment analysis tool?
Why should you use a sentiment analysis tool?
1. Keyhole
2. Awario
3. Brand24
4. BrandMentions
5. Brandwatch
6. Clarabridge
7. Critical Mention
8. Digimind
9. Lexalytics
10. Mediatoolkit
11. Mention
12. Mentionlytics
13. Monkeylearn
14. OpenText
15. Rapidminer
16. Repustate
17. Social Searcher
18. Socialbakers
19. Statusbrew
20. Quick Search by Talkwalker
21. Union Metrics
Bonus: Free Tools
Start tracking sentiment analysis today

What is a sentiment analysis tool?

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

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

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

More sophisticated sentiment analysis tools are able to differentiate positive and negative feelings about different topics within a single sentence. Take the following example:

“I love their products but I’m not a fan of their recent ads.”

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

Why should you use a sentiment analysis tool?

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

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

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

Now that you understand what makes a sentiment analysis tool so valuable, let’s explore the top tools available in 2020.

1. Keyhole


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

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

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

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

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

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

Pricing: Starts at $49 USD per month after a free trial. You can view all Keyhole pricing plans here.

2. Awario


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

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

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

Pricing: Awario starts at $29 USD ($49 CAD) per month.

3. Brand24

Social Media Sentiment Tools_Brand24

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

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

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

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

Pricing: Brand24 starts at $49 USD per month.

4. BrandMentions


BrandMentions, like the name suggests, tracks your brand… mentions. On top of basic sentiment analysis monitoring, it also offers competitor tracking and reputation management features.

Pro: It allows for integration of website analytics into your reporting.

Con: Users report BrandMentions gets hard to use once you have a large number of mentions.

Pricing: BrandMentions starts at $49 USD per month.

5. Brandwatch (and Hootsuite Insights)

Sentiment Analysis Tools Brandwatch

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

It is available as part of the Hootsuite Insights platform.

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

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

Pricing: $1,000 USD per month (as previously listed by PC) or included with Hootsuite Insights.

6. Clarabridge

Sentiment Analysis Tools Clarabridge

Unlike the previous tools on the list, Clarabridge is a customer experience management platform, which allows you to track customer sentiment both on social and in your customer service platforms.

Pro: The sentiment analysis engine combines lexical and grammatical approaches to offer an 11-point sentiment scale that is more nuanced than the majority of the tools on this list. In other words, it allows you to identify customer intent, effort, and emotions.

Con: While Clarabridge is deep, it’s more of an all-in-one CX suite and isn’t as easy to get up and running as pure social media monitoring tools.

Pricing: Clarabridge does not disclose their pricing without a demo.

7. Critical Mention

Sentiment Analysis Tools Critical Mention

Critical Mention is a complete media monitoring tool, allowing you to track mentions on news platforms, social media, and even television. However, its social media monitoring tools offer basic sentiment analysis data.

Pro: This is the only tool on this list that allows you to track TV mentions, which should draw your interest if your brand is often mentioned on air.

Con: Their sentiment analysis and social media data is fairly basic.

Pricing: Pricing starts from $29 to $99 per month, according to Fit Small Business.

8. Digimind

Sentiment Analysis Tools Digimind

Digimind is a social listening and intelligence platform that allows you to track brand reputation, influencers, trends, and campaigns.

It uses brand sentiment tools allow you to track your overall brand sentiment vs. your competitors.

Pro: Its Top Reputation module lets you see what your customers are searching for when they search for your brand.

Con: According to user reviews, the tool is tough to navigate for beginners.

Pricing: Digimind does not make its pricing public. According to G2, they offer custom pricing based on what features you sign up for.

9. Lexalytics

Sentiment Analysis Tools Lexalytics

Lexalytics is a text analytics platform that uses natural language processing to track the sentiment around your brand.

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

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

Pricing: Pricing for Laxalytics is not published.

10. Mediatoolkit

Sentiment Analysis Tools - Mediatoolkit

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

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

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

Pricing: Pricing starts at $117 USD per month.

11. Mention

Sentiment Analysis Tools - Mention

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

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

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

Pricing: Sentiment tracking is offered with a plan starting at $83 per month.

12. Mentionlytics

Sentiment Analytsis Tools - Mentionlytics

Not to be confused with Mention, Mentionlytics is another social media and reputation monitoring tool with fairly standard listening features.

Pro: On top of AI-powered features that allow you to identify fans and trolls, Mentionlytics lets you reply to posts directly from the platform. Its sentiment analysis tools also work in all languages.

Con: User reviews claim that Mentionlytics’s software has an outdated UI design, but according to their responses, they have a new beta interface in the works as of late 2020.

Pricing: Pricing starts at $39 USD per month.

13. MonkeyLearn

Sentiment Analysis Tools Monkeylearn

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

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

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

Pricing: Starts at $500 USD per month and up.

14. OpenText

Sentiment Analysis Tools - Opentext

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

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

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

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

Pricing: OpenText does not make their pricing public for their enterprise platform, which includes the text mining and content analytics.

15. Rapidminer

Sentiment Analysis Tools

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

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

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

Pricing:  RapidMiner packages start at $2,500 but they offer a free version of the software that is fairly limited.

16. Repustate

Sentiment Analysis Tools - Repustate

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

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

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

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

Pricing: Repustate starts at $299 per month but the costs vary based on your needs.

17. Social Searcher

Sentiment Analysis Tools - Social Searcher

Social Searcher is a very basic social monitoring tool, offering mention tracking, language recognition, analytics, and sentiment analysis.

Pro: It is extremely affordable compared to other tools.

Con: It’s affordable for a reason, as its features are fairly minimal beyond basic tracking.

Pricing: Pricing ranges from free to €19.49 per month.

18. Socialbakers

Sentiment Analysis Tools - Socialbakers

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

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

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

Pricing: $200 USD per month and up according to G2.

19. Statusbrew

Sentiment Analysis Tools - Statusbrew

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

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

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

Pricing: $499.00 USD per month for the Professional plan, which includes sentiment analysis.

20. Quick Search by Talkwalker

Sentiment Analysis Tools - Quick Search by Talkwalker

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

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

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

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

Pricing: $9,600 USD per year ($800 per month).

21. Union Metrics

Sentiment Analysis Tools - Union Metrics

Union Metrics is a social media analytics tool that offers real-time mention monitoring, sentiment analysis, and helpful insights like the best time to post your content.

Pro: As their name suggests, Union Metrics has a huge wealth of helpful social media metrics and attractive dashboards.

Con: Sentiment analysis isn’t available on the platform until their top pricing tier.

Pricing: $199 per month for their Marketing Team price tier.

BONUS: Free sentiment analysis tools

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

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

Start tracking sentiment analysis today

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

To start tracking sentiment analysis today, start your FREE 7-day trial with Keyhole.

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

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

Start your free trial today and work smarter, not harder.

Ready for the Holidays? Here’s How to Launch a Successful Holiday Marketing Campaign [+Awesome Examples]

Holiday Marketing Campaign

With the holiday season quickly approaching, it’s almost that time of the year again:

Time to get your decorations out of the box and scramble for something to gift your friends and family. For some, this may be the only time of year to splurge and gift themselves a little something special.

In other words, everyone’s looking for something to buy, especially with Cyber Week kicking off the holiday shopping season.

In fact, Adobe found that the major holiday shopping weekends can lift sales by an impressive 200%. For business owners and marketers, this is the perfect time to start planning your holiday marketing campaigns so that you can make the most of it.

You don’t want to miss out on the only season where almost everyone finds a good reason to shop more than usual.

At the same time, it may be easy to shy away from planning your holiday marketing campaign because there’s so much involved in the process. Not to mention, the fact that you have to compete with more businesses than usual.

Fear not! In this post, we provide you with a detailed guide on how to plan your holiday marketing campaign. We also give you a few holiday marketing ideas to inspire your campaign this year.

Jump Links

1. Start Planning Early
2. Holiday Marketing Means More Competition
3. Create an Irresistible Offer
4. Invest in Creative Promotion Strategies
5. Seal It with A Winning Landing Page
6. Prepare for Possible Setbacks
7. Analyze and Adapt

1. Start Planning Early

When it comes to planning your holiday marketing campaign, never procrastinate. You’re already behind if you haven’t already cooked up some ideas for how you want to run your campaign.

The goal is to get your target audience to start thinking about your products and your brand well before the holiday shopping season actually begins. August and September are a good time to start so that you have everything you need to launch your campaign by the end of October or early November.

You don’t want to just target the last-minute shoppers but the early birds as well. In fact, targeting early-bird shoppers and offering special deals and rewards for shopping early could be highly profitable for your campaign.

A Deloitte survey even found that early-bird shoppers who began shopping before Thanksgiving planned to spend about $400 more than those who shopped later. And over 60% of respondents planned to do their shopping before Thanksgiving.

Holiday Marketing Consumer Survey Findings
Deloitte 2019_Holiday Consumer Survey Findings

2. Holiday Marketing Means More Competition

Of course, with people shopping more this season, you’re bound to see more businesses trying to capitalize on it too. Even businesses that have avoided running a marketing campaign throughout the year wouldn’t want to miss out on winning over holiday shoppers. That means the competition is going to get much tougher and you’ll need all hands on deck for your holiday campaign.

To face the tough competition, make sure you deliver outstanding experiences at every stage of the conversion funnel. Right from the discovery and awareness stage, leverage creative promotion campaigns that stand out from the competition and speak to your target audience.

You’ll also have to plan campaigns spanning across multiple channels and social platforms to reach as many people as possible. For instance, you might have to invest in new but popular platforms like TikTok. Since it’s still a fairly new concept for most brands and marketers, you’ll have an advantage over the competition.

Once shoppers land on your site, make sure you offer a seamless shopping experience. It doesn’t hurt to review your current website performance to look for any bugs that could get in the way of your customers having an exceptional experience.

Are there any lags in your page load speed? Do you need to update your page security? Perhaps there are some broken links that you need to fix. Make a note of all of these issues and fix them before your campaign goes live.

3. Create an Irresistible Offer

What will your customers get out of the campaign? Planning your holiday marketing campaign requires a strategic approach, which also involves creating an offer that they can’t refuse.

At the same time, the offer should still be profitable for your business. You can’t just offer 50% off everything if you’re going to lose money on most of the sales.

So, it’s crucial that you plan well ahead of time for an irresistible offer that benefits both parties. Start by selecting the items you can afford to run a sale on and then offer a reasonable discount on those. You could further sweeten the deal with exclusive experiences that your competitors don’t offer.

For example, all customers who sign up for early access could stand a chance to win a free TV, or a trip to Bali, or something along those lines. It could also be something as simple as free shipping for all subscribers.

4. Invest in Creative Promotion Strategies

The most important part of your holiday marketing strategy is your promotion approach. In fact, this should make up for about half of your entire strategy. You’ve created an irresistible offer and now you need a way to effectively promote it so that you attract a massive and relevant audience.

It’s crucial that you spend some time devising promotion strategies that stand out from the competitors. You could use the following holiday marketing ideas to promote your offer:

Craft Exclusive Offers to Attract Early-Bird Shoppers

Generate hype around your holiday sale by providing shoppers with the opportunity to unlock deals a little earlier. You could set up an opportunity to sign up for early access to your sales and get exclusive offers and deals that won’t be available to last-minute shoppers.

This means you get to capitalize on the big-spending early shoppers before they spend their money anywhere else. And you also get to build a buzz for the sale as those early-bird shoppers tell their friends all about how good of a deal they managed to get.

Anastasia Beverly Hills, the makeup brand, regularly runs limited period offers to sign up for early access to its Black Friday sale. And the brand makes sure that this offer doesn’t get out of control by limiting the signup period.

Holiday Marketing Campaign Landing Page

That means that if you don’t sign up early enough, you’ll miss out on early access, which creates a sense of urgency.

Use Attractive Graphics across All Channels

Graphics instantly catch the eye, so they’re a must have for your holiday marketing campaign. Regardless of which social media platform you’re using or whether you’re promoting your sale via email, you need to craft attractive graphics that’ll instantly draw in your target audience.

See the following Black Friday promotional graphic from Morphe Brushes’ Facebook page, for example.

Holiday Marketing Campaign Ad Example

You could use free design tools like Canva to create your own promotional graphics. But make sure you follow a similar theme and color scheme for the same campaign. This will help with your campaign branding efforts by making it more memorable for shoppers.

Make The Most of Countdown Timers

There are two ways countdown timers can help your promotion campaign – they can build up excitement for an upcoming sale, or they can create a sense of urgency for an ongoing one. Set up a timer on your website counting down to the start of your sale. You could also create social posts counting down to the same event to further promote it.

Then create a sense of urgency by setting up a timer counting down to the last day of the sale. A “Sale Ends in…” timer could compel many shoppers to grab the offer before it’s too late. But make sure you only do this when there’s an authentic time limit or you’ll end up losing the trust of your customers.

Create Content that Adds Value and Inspires Purchases

Content marketing can be a highly effective tool to promote your holiday marketing campaign. Create holiday gifting guides and shopping guides that not only add value to your target audience but also inspire their purchases.

These types of content will work as blog posts, infographics, videos, and social posts too. You could even publish video reviews and tutorials of popular products that people might be considering.

You can use content marketing to target both early-bird shoppers and last-minute shoppers. For example, you could create a gifting guide and publish it in late October, urging shoppers to start planning their gifts early so they can avoid the last-minute rush.

You could also publish a list of last-minute deals for those who still haven’t done their holiday shopping.

Take for example how PhotoShelter provided subscribers with a gift guide for photographers in partnership with Feature Shoot.

Holiday Marketing Gift Guide

Pro tip: Use a social publishing and scheduling tool to be able to visualize and analyze your social media content strategy.

Capitalize on Influencer Marketing

You could further amplify your holiday promotion efforts by working with influencers and content creators within your niche. Perhaps, they could include your products as a part of their shopping guides or reviews. Or you could ask to feature your product in their social media posts or blog.

Look into keywords and hashtags within your industry to find the most influential content creators in your niche. Find an influencer or micro-influencer that fits your brand and budget, and reach out for a potential collaboration.

Influencer marketing is a great way to get your business in front of hundreds of thousands of followers could be a great way to promote your holiday offers. Use an influencer tracking tool to track, measure, and help optimize the performance of your influencer.

Use Interactive Games/Posts to Keep Things Fun

You could even get shoppers more involved in the promotion by sharing posts that they can interact with. Share fun polls and quizzes through your social media to keep them engaged. For instance, Home Depot created a holiday Bingo card and shared it on Instagram.

Holiday Marketing Campaign Ad Example

Alternatively, you could also use user-generated content and hashtag campaigns to build a buzz around your holiday sale. This is a great way to involve your target audience in your promotion efforts.

Share a Referral Code with Your Thank You Notes

Improve your chances of getting more sales out of each purchase with the help of a referral program. Each time someone makes a purchase during the sale period, you could send them a “thank you” email or note with a referral code for an additional discount that they can share with their friends.

Alternatively, you can also use the same approach to reward long-time customers with special holiday deals exclusive to them. Send them an email thanking them for their support and include a referral code they can share with a certain number of friends.

You can even use referral tools to make the referral process automated and scalable.

5. Seal It with A Winning Landing Page

Next, make sure you have a place for your target audience to land once they click on your link. Create a landing page that matches your offer so visitors know that they’ve reached the right place. This page should clearly highlight the top benefits of your offer, i.e. what your customers are getting out of the deal.

Design-wise, it should also match the promotional graphics that you’re using on other platforms and channels. If you’re leading shoppers to a sale page and not a specific product page, you could have a banner matching the design of your promotional graphics.

Check out Cult Beauty U.K’s landing page for an upcoming Black Friday sale. Since the sale hasn’t started yet, they’ve invited visitors to bookmark the page. They’ve also added some additional information about when the event is going to start. And for those who can’t wait till the sale begins, they’ve also encouraged them to check out other deals and offers.

Holiday Marketing Campaign Ad Example

6. Prepare for Possible Setbacks

Hiccups are bound to happen, especially during major events such as the holiday shopping season. You may have anticipated an influx of traffic and orders for your holiday marketing campaign, and you would’ve made the necessary preparations to handle the extra activity.

But there may be situations outside of your control, especially if your campaign reaches more people than you’d originally expected. So make sure you have a solution in place in case anything goes wrong during your campaign:

What will you do in case people can’t click on your ad link? How will you fix any checkout issues in the middle of your campaign? What happens if your server can’t handle the increase in traffic?

Be prepared with solutions for all of these possibilities so that you can deliver a quick fix.

7. Analyze and Adapt

You may think that you can kick back and relax once your campaign goes live, but that’s far from the truth. There’s still one thing left to do and that is to measure your campaign performance.

This is easily one of the most critical aspects of your holiday marketing campaign as it gives you important insights on how your effort has paid off. It will indicate whether you need to change something, and so on.

Use this step of the campaign to see whether you’ll be meeting your goals and if not, what could be hindering your efforts? Look for areas where people dropped off in your conversion flow, which platforms seem to be performing worse than others, and so on. Then look for possible reasons and fixes behind these problems to quickly adapt your holiday marketing campaign.

Make the most of the Keyhole Campaign Monitoring Tool to measure the ROI of your holiday marketing campaigns. The machine learning prediction feature is particularly useful as it helps you anticipate how your campaign might perform in the next 24 hours, 7 days, or 30 days. Use this feature to find out if you need to switch things up to drive even better results.

Keyhole Social Media Campaign Monitoring

Ready to Launch Your Holiday Marketing Campaign?

While the holidays are the best time for businesses to launch a marketing campaign, it can be challenging to stand out in a sea of competitors. Follow the steps given above along with the holiday marketing ideas to develop a winning strategy this holiday season.

Don’t forget that the analytics process is a critical aspect of the whole campaign because it’s the very thing that tells you how well your investment is paying off.

If you’re still new to the whole campaign tracking process, use our free social media reporting template for a detailed guide. And before you get ready to launch your holiday marketing campaign, sign up for the Keyhole free trial to see how it fits into your overall campaign monitoring efforts.

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

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

Start your free trial today and work smarter, not harder.

Life is short and the internet is vast.