Introducing Social Publishing

Keyhole Publishing - Automate your social media marketing

Social Publishing is available with all Keyhole plans and trials starting on March 17th, 2021

Smart social media marketers know that it’s important to stay on top of trends, collect and gather insights, create audience-pleasing content and publish regularly. And yes! Doing all these things can take a lot of time.

At Keyhole, we want to empower social media marketers to simplify their processes as much as possible and keep them focused on making data-driven decisions. This is why we are so proud to release Keyhole Publishing this Wednesday.

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.

All in one platform.

This will save you and your team hours of manual work every week. Also, having a single multi-solution tool will help you reduce costs. So, you’re one step away from working smarter, faster, and more cost-efficiently.

Read on to learn more about our new social publishing feature or try it now!

Social publishing and scheduling in a heartbeat

Social media platforms supported with Keyhole social publishing

  1. Facebook
  2. Twitter
  3. Instagram

Manage multiple social media accounts on one platform

We know how much of a headache it is to manage many accounts. With Keyhole, you can schedule and publish all your posts from a single dashboard. Using fewer tools to use and simplifying your process will make it easier for you to focus on your social media strategy.

Also, Keyhole customers are able to publish and schedule unlimited posts each month from all the accounts included in their plan, which could be anywhere from three to unlimited. Talk to our team to customize your plan, and get a solution that fits your needs.

Social scheduling to optimize your posts for maximum engagement

Keyhole’s profile analytics will tell you the best dates, times, and content to post to maximize your engagement. However, these may not always the best times for you.

Now, you can schedule your posts from your desktop or through the mobile app at the most convenient time for you, and feel relieved that they will be published at the best time.

Keyhole Social publishing- social media optimization

Simplify team collaboration

At Keyhole we know that teamwork makes the dream work, and it often takes a village to perfect our social media post. Collaborate with your team within the platform to create and schedule posts.

Say buh-bye to sending multiple rough drafts back and forth.

Why use Keyhole’s social publishing?

If you’ve used Keyhole before, then you know that we are as user-friendly as it gets. You don’t have to re-train your team or follow lengthy tutorials to get the most out of Keyhole. If you don’t believe us, check it out for yourself with a free trial.

Aside from being user-friendly, Keyhole will help streamline your social media insights and your social media output. And so, you’ll be able to measure each post with side-view analytics and see how your posts impact your overall social media strategy.

Take it from one of our superstar customers:

With Keyhole Publishing, we have been able to schedule our campaigns in advance across our multiple social media accounts, without losing the focus of our primary goal. It saves us time and helps us work together to create opportunities for meaningful engagement with our audience. Working with a clear social media calendar has helped us see holes in our campaigns even before the launch date. I would recommend this to anyone who is trying to engage consistently online.

Adam Clarke, Digital Engagement Manager at The People’s Church

What are the best practices for scheduling and publishing posts?

  1. Use Keyhole’s profile analytics to inform your content strategy. Get the insights you need to get better results from your audience, including best times to post, best content type, best hashtags to use, and many more.
  2. Plan and visualize your social media content strategy. Having a calendar view will allow you to map out all your posts, which will help you see your strategy at work and identify content gaps.
  3. Collaborate with your team. Make use of your team’s talents, whether there is a pun genius, a creative wizard, or a spelling-bee champion – having more eyes on your content is always a good idea.
  4. Analyze your posts, repeat what works, and ditch what doesn’t. Keyhole gives you insights from each post, as well as your social strategy across platforms. This way, you’ll always find new opportunities to learn and improve.

Take advantage of Keyhole Social Publishing with any of our plans to manage your social media strategy and execution on the same platform. Do you need enterprise-grade profile analytics? Speak to our team and we’ll create the perfect plan for you.


Keyhole is a Social Listening & Influencer Marketing Solution that helps marketers unlock data-driven insights. On top of measuring and managing your social media efforts, Keyhole creates simple, beautiful reports that you can share with your team and clients. Start your free trial today and get the insights you need to get more from your social media strategy

Share of Voice: The ultimate social media performance measure

Curious how you shape up against your competitors on social media? Then you’ll want to track and calculate share of voice.

“Taste the relish to be found in competition — in having to put forth the best within you to match the deeds of risk-taking, hard-working competitors.”

Henry J. Kaiser

What is share of voice (SOV)?

Share of voice (SOV) measures what percentage of the market your brand owns relative to your competitors. It’s a measure of brand awareness.

SOV was originally used in traditional media to track a brand’s visibility in print, radio, and TV ads compared to their competitors, but it has since grown into the digital space.

SOV is now most commonly used in the context of paid digital advertising to track how often a brand appears for a certain keyword relative to its competitors, but it’s also used to track brand awareness of social media.

Why is share of voice important?

Knowing your share of voice lets you benchmark your current social standing and performance against your competitors. 

But more than allowing you to see where you rank, it also shows you how much space there is for growth, and allows you to gain insights from competitors who are already succeeding in the marketplace. 

How do I calculate share of voice?

Share of voice can be calculated for different social media metrics, whether it’s hashtag impressions, engagements, brand mentions, followers, or any other conceivable metric.

The share of voice formula is:

SOV = Your brand’s measures / Total market measures X 100%

How to calculate Share of Voice?  Social Media

For instance, you might want to know your share of voice in terms of social media conversations. Thus, you would track your brand mentions relative to those of your competitors and calculate your SOV.

To do so, you would add up your brand mentions and all the brand mentions of your competitors. You’d then divide your individual brand mentions by that total sum to get your SOV.

SOV (social media) = Your brand mentions / (Your brand mentions + Your competitors’ brand mentions) X 100%

How can you track share of voice?

While it’s technically possible to track SOV manually, it’s much easier to do so using a social media analytics tool. Remember, you need to track your brand’s mentions as well as all your major competitor’s. That is a lot of social listening work.

All of these brand awareness metrics can be easily tracked with Keyhole’s brand monitoring tools.
To start measuring your share of voice, try a free trial of Keyhole today.


Keyhole is a Social Media Listening & Online Monitoring Solution that helps marketers unlock data-driven business insights. Its visual dashboard is simple and shareable with your clients. Start your free trial today and get the metrics you need.

We Analyzed A Million #Halloween2020 Social MediaPosts – This Is What We Learned

Halloween Social Media Analytics

Despite restrictions, Halloween made a splash this year, at least on social media. There were over 963.7K posts with the hashtag #Halloween2020, which resulted in 5.5 billion impressions this past October, showing that people were still excited about the beloved holiday.

But most importantly, what are people talking about?

Halloween Social Media Posts 2020
Halloween Social Media Impressions 2020

#TrickorTreat

192.4K Posts and 589.9M Impressions (September – October 2020)

Remember how exciting it was to be a kid on Halloween? Getting your costume ready, staying up late, and getting to eat more candy than you could all year?

Those were the days!

Halloween Trick or Treat Meme

This year, however, people were on the fence about it. Recent polls show that at least 38% of parents planned on allowing their kids to trick or treat this year, while for 31%, it’s a hard pass.

Curiously, 62% of poll respondents said that they would be handing out candy this year, while only 23% said they would go trick or treating. And well, having extra candy around is not such a bad thing.

Halloween 2020 Survey results

Some candy brands came to save the day – and their profits – by finding creative ways to ensure that kids get a trick or treating experience this year.

Contender 1: Mars Wrigley

Mars Wrigley created a completely online experience with Treat Town. This new app – created in partnership with Disney Parks –  would allow users to engage in various Halloween-themed activities including virtual trick or treating.

The confectionery giant also partnered with the National Safety Council in creating a guide for parents to safely participate in Halloween.

Using their hashtag #bettermoments to promote the app on social media was a questionable decision. It is quite difficult to track a hashtag that most people would use in a context that is completely unrelated to your brand.

The #bettermoments hashtag is quite popular with topics such as pain, breakups and suicide prevention. These associations are the exact opposite you’d want as a candy brand.

Hashtag tracking #bettermoments

Lesson learned – hashtag choice is crucial when using social media to track and measure your campaigns.

Alternatively, Mars Wrigley’s sub-brand Skittles used the #DareTheRainbow to promote two campaigns: a giveaway – with AMC’s The Walking Dead – and a zombie-prank challenge, resulting in 1.4 million impressions.

The beloved brand Snickers played it cool this year. After all, being voted as America’s most beloved Halloween candy gave the brand enough bragging rights. 

After a contentious battle between Snickers and Reese’s – Snickers took the crown. And the results were surprising, considering the number of Americans with peanut allergies has tripled since the 90’s.

What about the second runner-up?

Contender 2: Hershey’s

Hershey’s did not disappoint this year, by going all out and creating a robot-operated door that travelled to various American neighborhoods and offered a contactless trick-or-treat experience.

With little promotion, the #REESESDOOR hashtag gained about 385.3K impressions, and the story was picked up by many US publications. A single post from a TikTok influencer had over 35K impressions.

And despite gloomy expectations, recent data shows that candy sales have climbed 13% from last year. Halloween chocolate purchases alone are up by 25.3%.

Halloween 2020 Candy Sales

Arguably, the increase in candy purchasing might have little to do with trick or treaters, and more to do with treating ourselves after a hard-knock year.  

While many might miss out on the trick or treating fun, parents and non-parents alike are not letting the holiday go to waste and are bringing the spook home. Data proves that you don’t need a party or trick or treating to partake in the festivities.

“Halloween Decorations” 

279K Posts and 915.8M Impressions (September – October 2020)

Halloween Decoration posts have been incredibly popular in social media, and also 53% of survey respondents indicated that they would be decorating their homes.

In terms of spending, decorations and costumes have the highest total expected spending this halloween ($2.6 billion each).

Halloween Spending 2020

It isn’t too surprising. Halloween decorations are one of the safest ways to go all out when celebrating Halloween.

Out of 27.7 million Halloween social media posts, this neighbourly shout-out and this COVID-inspired house decoration were among the tweets with the most engagements in October.

And the Halloween decorations brand that is killing it on social media is none other than Home Depot.

Contender 1: Home Depot

Halloween  2020 Social Media - Home Depot

That’s right, Home Depot mentions acquired 1.4 billion impressions in the past two months. In case you haven’t heard, their 12 ft. skeleton became the most coveted decoration this year.

Once social media posts started to go viral, sales went through the roof. Even with a hefty $300 price tag, Home Depot quickly sold out of the big-boned decoration. People wanted them so bad that ebay auctions were going for over $800.

So what does giant skeleton envy have to teach us?

Aside from tremendous entertainment, there are a few lessons we can get from the 12 ft. skeleton’s success.

First, visibility and impact – it is really hard to miss and ignore a gigantic skeleton in plain sight. With more than half the world using social media, if your product makes a visual impact, there is a chance that people will post about it.

Halloween Social Media Lessons - Home Depot

Second, exclusivity – after selling out for good, the skeleton became even more desirable. Home Depot was very hushed about how many skeletons they sold, and simply communicated that they would no longer be available. 

Let’s be honest – we have a primal instinct to want what we can’t have. Indicating that your products have limited availability will make them more desirable to consumers.

“Halloween Makeup”

138.9K Posts and 688.5M Impressions (September to October 2020)

Speaking of desirability, most industries can only wish to have the social media success that makeup has had. In fact, it was the makeup industry that helped us realize the power of influencer marketing.

But is it successful across all social media platforms?

YouTube

YouTube has been the largest social medium for makeup-related content with the success of makeup tutorials.

To exemplify the power of YouTube and makeup influencers look no other than James Charles’ Halloween makeup video featuring Kylie Jenner.

The video has over 12 Million views, and it was engaged with over 818K instances. And while few brands could possibly afford a celebrity or mega influencers, collaborations with different influencers based on your budget can make a huge impact.

But what about other platforms?

Instagram

Instagram has become another great medium for cosmetic brands. The brand Anastasia Beverly Hills was a pioneer in turning its focus to Instagram over YouTube.

The brand amassed a 20M following on Instagram, leveraging short videos to create mini tutorials featuring their products and using contests to boost engagement.

This year, one of the posts gathering the most engagement (77K) was French makeup artist Marion Moretti’s post. While she showed her stunning The Mask rendition, she also invited engagement both online and offline.

Halloween Makeup social media posts

Moretti, made sure to tag all of the makeup companies she used for her look, and even created her own hashtag (#camelloween2020) to encourage user generated content.

TikTok

A new great opportunity for cosmetic brands, and really any brand, looking to use social media as a way to showcase their product is TikTok.

Elf cosmetics launched the contest #eyeslipsface in October, asking TikTokers to “give face” while using their commissioned song. The catchy song and giving TikTokers the freedom to be creative paid off: the #eyeslipsface has over 6.6B views.

So what can we learn from cosmetic brands’ success on Halloween?

Like any makeup guru will tell you – “when in doubt, keep blending.” Not blending into the background, but blending different elements together to make them cohesive.

Make sure you blend your content and strategy with the medium you’re using. Fit is everything in social media and every platform has its own metrics and formulas. 

For example, Instagram can help consumers discover your brand and make decisions about your products. On the other hand, TikTok will help you connect with a younger audience and encourage engagement with  your brand. 

Instagram Business Stats

As for influencers, fit is even more important. In order to be successful, it is important to be authentic. So, influencers will have control over the message and the audience. 

Find an influencer that will be able to deliver his/her message about your brand in an authentic manner. Also, pay attention to their followers and determine whether this is the audience you want to reach.

“Halloween Costume”

1.9M Posts and 9.3B Impressions (September to October 2020)

Which leads us to Halloween Costumes – in our humble opinion – the true spirit of Halloween. 

Bear with us now..

Humans around the world and history have used costumes as a way to celebrate their cultures. For example, Jewish people wear costumes for Purim, during Carnival people dress up in the Caribbean, Venice and Switzerland.

Costume Social Media Posts

We wear costumes to create the fantasy of inhabiting a new persona. For a day, we get to absorb the positive attributes of our character. Clinging tights on any given day might make many men feel emasculated but that wouldn’t be the case if it’s part of a superhero costume.

There is an important insight from this. Thinking about consumption has enormous psychological implications. More often than not, people consume a brand because of what it makes them feel about themselves, not necessarily for the benefits of the product.

In many western cultures, Halloween is the day to dress up in costume. And today, sharing your costume in social media has become the norm.

This is why an average $3.4 billion is spent on Halloween costumes every year. Men spending $96 on average, while women spend $77 – which is surprising, since women usually pay the pink tax.

So what costumes were popular for Halloween 2020?

According to Freightgeist – Google Trends report on Halloween costumes – the top 10 Halloween costume searches are as follows:

  1. Witch
  2. Dinosaur
  3. Harley Quinn
  4. Rabbit
  5. Clown
  6. Angel
  7. Fortnite
  8. Devil
  9. Ninja
  10. Spiderman

Which leads us to the Halloween costume social media post with the most engagement for October

Halloween best social Media Posts

Which leads us to pet costumes, Americans spent about $440 million to dress up their furry friends. And this trend continues to grow by about 16% each year.

While popular human costumes are witches, princesses, villains and superheroes. These are the 5 most popular animal costumes:

  1. Pumpkin
  2. Hot Dog
  3. Superhero
  4. Cat
  5. Bumblebee

This year, posts featuring cats with the #Halloween2020 was among the most popular this year, whether it was costumes for cats, or black cats. In fact, the Instagram account Meowed by 9GAG had a great month on Instagram: total engagements were 19M – that’s 11M more than September.

So is the real winner of #Halloween2020 the noble cat? At least those cats that had the patience to be dressed up and photographed by their owners.

Halloween Social Media Pet Costume Stats

The greatest contender is of course, the dog. While dog costumes are not among the top posts of #Halloween2020, there are fewer dog costume posts (21.8K) than cat costume posts (39.2K). 

Halloween Social Media Pet Costume Stats

Dog costume posts, however, had 126.8 M impressions in the past two months, making them the true social media winner of this Halloween.

If you’re wondering why, just look at this picture and try not to smile! If you’re wondering why, just look at this picture and try not to smile!

So what did social media teach us about Halloween in 2020?

This Halloween taught us that even when facing curveballs and adversity, new opportunities can be created. Not only for marketers but also for people who want to continue enjoying their favourite holiday.

The most creative brands – and people – have one thing in common: adaptability. All the brands we mentioned were able to get a good perspective on the situation to understand what people really wanted and then created a solution.

Practicing social media monitoring and listening can help identify trends and inform our process to create opportunities. It also allows us to track our performance and adapt as needed.

Both in marketing and in life, we can take this important lesson into consideration. Pay attention to what is happening, inform yourself as best you can, and be ready to create your own solutions.

Do you have any 2020 lessons you’d like to share with us? We’d love to hear from you!


Keyhole is a real-time conversation tracker that helps marketers make decisions by gathering with social media data. Try Keyhole for free with a 7-day trial.


About The Author

Mariana O’Connor is heading content and email marketing at Keyhole. She has a Masters degree in Marketing from the Schulich School of Business. When she’s not reading or writing about the latest marketing trends, she is usually out and about, working out, learning a new skill or watching RuPaul’s Drag Race.

Life is short and the internet is vast.