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

Top 25 Social Media Analytics Tools

Updated – November 2020

Did you miss our previous article on the best Sentiment Analysis Tools? No worries, you can read it here: https://keyhole.co/blog/best-sentiment-analysis-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 marketing campaign. Helping you put your brand in front of the right audience at a the right time.

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

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

Looking for a specific tool? Jump ahead:
1. Keyhole
2. AgoraPulse
3. Oktopost
4. Brandwatch
5. BrandMentions
6. Meltwater
7. Reputology
8. TapInfluence
9. Hootsuite
10. NetBase
11. quintly
12. Rival IQ
13. Social Studio
14. Sprout Social
15. Socialbakers
16. Brand24
17. Mention
18. Followerwonk
19. Iconosquare
20. Audiense
21. Tailwind
22. TweetReach
23. Falcon.io
24. Minter.io
25. Viralwoot

1. Keyhole

Keyhole excels at four key things:

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

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

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

The tool shows you when your users are most active, so you get to see your audience’s best engagement days and times. 

Keyhole Dashboard - Social Media Engagement

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

Keyhole Dashboard - Influencers

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

Keyhole dashboard - sentiment analysis

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

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

Suite pricing begins at $59 per month- free trial available

2. Agorapulse

AgoraPulse is one of the greatest social media analytics tools that helps you identify your best content and see what users need. And we all know that social media sucks time like a plague… But AgoraPulse is a good medicine for it.

This tool is a huge timesaver for social media marketers. It helps you execute virtually all your social media tasks in one place.

agorapulse - sentiment analysis tools

Pro: You’ll be impressed by Agorapulse’s Twitter reporting functionality. The tool generates specific reports for your Tweets, mentions, retweets, and favourites as well as other engagement stats. This makes social listening pretty easy for you. 

You can also post or schedule content across all your profiles at once. Plus, the tool’s chrome plugin helps you do all this at once — saving you time.

Con: Agorapulse’s listening is only available for Facebook, Twitter, and Instagram. So, if you’re interested in tracking LinkedIn and Pinterest you’ll have to use another tool.

Pricing ranges from $99 – $199 per month.

3. Oktopost

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

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

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

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

Top Social Media Analytics Tools - Oktopost

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

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

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

Price: Contact Oktopost for pricing.

4. Brandwatch

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

Monitoring your brand online has never been easier. BrandWatch provides you with in-depth insights into what your target customers are thinking per time, which makes it super easy to sell to them.

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

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

Pricing begins at $1,000 according to PC Mag

5. BrandMentions

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

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

brand mentions

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

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

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

Price: $99 – $499 USD per month.

6. Meltwater

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

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

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

Meltwater - social media analysis tools

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

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

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

Price: Contact Meltwater for pricing.

7. Reputology

A single customer can make a review on your product that impacts several other customers. Reputology helps you monitor and analyze your reviews online so you get to monitor, catch and handle bad customer reviews before it spreads like wildfire.

reputology - social media analysis tools

This social media analytics tool is particularly great for companies that have multiple reviews across multiple platforms because it lets you view all your reviews in one dashboard. 

Pro: You can respond to the reviews straight from your dashboard without having to visit every review-source; which saves you a whole lot of time, and ensures you respond to all reviews – or complaints – in a timely fashion. 

Con: At the moment you can’t reply to Yelp reviews within the software, which is unfortunate because Yelp is one of the most popular review sites.

Price: $180 – $2500 per month.

8. TapInfluence

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

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

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

Social Media Analytics Tools - Tapinfluence

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

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

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

Price: Contact TapInfluence for pricing.

9. Hootsuite

There’s hardly any social media marketer who doesn’t know Hootsuite.

Use Hootsuite to publish and schedule your social media posts. You can also generate powerful social media analytics so you can see which content performs best or worst and make smarter decisions.

The tool integrates with all social media platforms so your social media analytics and management is done from one platform.

Pro: Compared to other similar tools, Hootsuite’s primary advantage is that it connects to more social networks. 

Con: On the downside, having so many social networks and profiles on one dashboard can get confusing and feel cluttered. Also, some integrations are less functional than others.

Price: $29 – $599 USD per month + custom pricing.

10. NetBase Quid

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

NetBase provides social analytics for brands.

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

Top Social Media Analytics Tools - Netbase Quid

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

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

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

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

Price: Contact NetBase for a demo.

11. quintly

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

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

quintly - social media analytics

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

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

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

Price: Starts at €300 per month.

12. Rival IQ

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

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

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

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

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

Price: $199 – $499 USD per month.

13. Salesforce Social Studio

Social Studio is a tool from Salesforce Marketing Cloud.

It helps you listen to conversations on social media, publish content and engage your audience all from one place.

It also allows you to create topic categories from what users are saying on social media, and analyze their sentiments around those topics — which helps to prioritize your social media tasks.

What’s more? You get a 3600 view of each user as the tool integrates with your CRM, helping you personalize your responses to every comment and enquiry.

Pro: If you’re already using Salesforce, the Social Studio add-on will be a huge benefit as it integrates with your CRM, helping you personalize your responses to every comment and enquiry.

Con: Smaller, more budget-conscious teams might find Social Studio to be less useful for them. Also, users reported that there is a steep learning curve for those who are not used to Salesforce.

Price: Starts at $1,000 per month.

14. Sprout Social

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

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

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

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

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

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

15. Socialbakers

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

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

social bakers

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

Pros: Socialbakers makes automating your social media management easy by enabling you to know your popular content, best times to post, discover new content, and even targeting and recruiting influencers.

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

Price: Starts at $200 USD per month.

16. Brand24

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

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

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

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

Price: $49 – $399 USD per month.

17. Mention

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

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

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

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

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

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

Price: $29 – $450+ USD per month.

Platform-Specific Tools

18. Followerwonk (Twitter)

Followerwonk specializes in Twitter analytics.

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

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

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

Price: Free — $79 per month.

19. Iconosquare (Instagram and Facebook)

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

Social Media Analytics Tools - Iconosquare

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

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

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

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

Price: $29/mo — custom pricing.

20. Audiense Connect (Twitter)

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


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

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

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

Price: From $948 – $25,000 per year.

21. Tailwind (Pinterest and Instagram)

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

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

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

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

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

Price: $9.99 – $799.99per month.

22. TweetReach (Twitter)

Do you want to know how far your tweets travel?

tweetreach

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

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

Con: You cannot compare two Twitter campaigns against each other.

Price: $49 — $199 per month.

23. Falcon.io (Facebook and Instagram)

Falcon.io allows you to create organic and paid Facebook posts on one platform. 

The tools will also help you understand how viral your content is on Facebook, the rate at which you spam your Facebook fans without realizing it and the reach your content is getting you.

falcon.io

Pro: Falcon makes it really easy to manage multiple social media channels, allowing you to easily post, interact and create reports.

Con: You have to create your audience from scratch every time you set up your ads.

Price: Starting at $129.99 per month.

24. Minter.io (Instagram)

Minter.io helps you track your Instagram analytics so you get a deeper understanding of your audience.

You are also able to see when your audience is most engaged on Instagram so that you know when is the best time to post.

Top Social Media Analytics Tools - Minter.io

Even more, you can export your report as a PDF and share amongst your team members and colleagues.

Pros: The platform offers deeper insights and analytics compared to what Instagram shows on their platform. 

Con: Exporting information can sometimes be slow and it shows a limited amount of data on competitors.

Price: $9 — $39 per month.

25. Viralwoot (Pinterest)

Is Pinterest a part of your brand’s social media strategy?

Viralwoot is one of the most complete tools for managing your Pinterest marketing. It provides post scheduling, social media promotion, content management and even influencer management.

Also, Viralwoot’s analytics tool allows you to learn what works and what doesn’t – providing guidance on how to improve your metrics.

This social media analytics tool boasts an impressive client list including, Shopify, Alibaba, Buzzfeed, and the Huffington Post.

Pro: Viralwoot’s calendar view makes scheduling pins and re-pins for Pinterest a breeze. Also, the dashboard and analytics are very helpful in tracking and measuring campaign performance.

Con: The basic plan does not provide the analytics features and only allows you to track one domain.

Pricing starts at $10 – $49+ USD per month.


The Final Verdict

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

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

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