How to Get Verified on Twitter in 2020: Boost Your Chances


Learning how to get verified on Twitter will get you closer to building a credible brand online. The coveted Twitter blue check is indeed a status symbol as it indicates that a profile is authentic. 

The verification badge next to the verified account’s profile name. When you search for the account, you will see the badge next to the account name in search results. 

How to Get Verified on Twitter in 2020

Jump Links:

What Types Of Accounts Does Twitter Verify?

Why It’s Important To Become Twitter Verified

Steps You Need To Take To Become Twitter Verified

How To Maximize Your Chances At Becoming Twitter Verified

What Types Of Accounts Does Twitter Verify?

Not everyone qualifies for verification. 

Twitter has a clear guideline on which accounts qualify to be verified. The major factor in getting verified on Twitter is that your profile is of public interest. Generally, this includes user accounts in the following interest areas:

  • Music

  • Acting

  • Fashion

  • Government and politics

  • Religion

  • Journalism and media

  • Sports

  • Media

  • Business

Why It’s Important To Become Twitter Verified

Before we tell you how to get Twitter verified, let’s look at…

Why get verified on Twitter?

While a verified badge does not imply an endorsement by Twitter, there are so many advantages of getting your brand verified on Twitter. 

1. You Can Filter Your Notifications Stream

As a verified account, you can filter your notifications to include only replies, likes, and retweets from other verified users. You can apply the same filters for your DMs. This is especially a neat hack for brands with a large following. 

2. You Gain Trust From Your Audience

85 percent of consumers will buy products or services from brands they trust. Nothing shouts “trustworthy” on Twitter more than a verified checkmark. Having the blue tick means you have passed some kind of test of worth.

3. Prevents Twitter Identity Theft

Impersonation on Twitter is quite common and can take the form of parody accounts or malicious phishing attempts. 

It can be quite difficult for Twitter users to tell two identical accounts apart. However, if your account is verified, the blue check is a mark of authenticity. It shows that your account is the real deal. 

4. Helps You Network with Influencers

Influencer marketing is pegged to be the next big thing in marketing. Influencers are now aware of the power they hold, and thus, tend to be selective with who they engage with on a deep basis. 

If you are running a Twitter influencer campaign you want to bring your A-game so that influencers can recognize you and want to work with you. You, therefore, need to stand out from the crowd.

What better way to do so than to get verified?

When an influencer sees an incoming message from someone who is verified, they are more likely to give it more attention.

5. Build Your Reputation as an Industry Authority

The Twitter blue check is without a doubt a badge of honour, an achievement, something rare that not everyone gets. Having one puts you in an exclusive club of a few hundred thousand other accounts. 

You can use this honor to your advantage outside of Twitter to reinforce your authority in your industry. 

Steps You Need To Take To Become Twitter Verified

At the end of 2017, Twitter decided to work on a new verification program to improve the process and ensure all verified accounts met their new guidelines

We get it, getting into an exclusive club takes effort. 

To get the improvements done, Twitter put a pause on accepting public submissions for profile verification.

How to Get Verified on Twitter in 2020 - Twitter Verification

The company is planning to bring back the program soon and allow users to request for verification.

Twitter told TechCrunch that it will publicly document what qualifies a Twitter user to be verified so that people understand why the company makes the choices it does.

You certainly want your profile ready once the program opens up again, right?

Then let’s get straight to the steps you need to take to get your account ready for Twitter verification. 

1. Add Your Phone Number

Most people would rather leave out their phone numbers when creating social media profiles. However, on Twitter, a phone number adds a layer of protection and is, therefore, a must if you want to get verified. However, your phone number is not public.

Adding your phone number on Twitter is simple, just follow this link.

2. Confirm Your Email Address

Go to your account settings and submit your email. Next, confirm your email by clicking the confirmation link sent to your registered email address.

3. Complete Your Profile

To increase your chances of Twitter verification, you need a complete profile. Make sure to add in:

  • Name: Add your (or your organization’s) real name in the Name section. A name is not only necessary for verification but also helps your account be found on Twitter and Google search. 

  • Bio and Birthday: This is the part that tells Twitter why your account is of public interest. Be sure to add in your current position, employer, area of expertise, and any noteworthy accomplishments.

    If this is a personal account, add your birthday. You can choose to make your birthday visible only to users who follow you back. 

  • Profile and Cover Photo: Add recognizable profile and cover photos. The photos should be an accurate representation of you or your organization.

  • Website: Reinforce your authenticity by adding your website link on your profile. The link will direct users to your work or a relevant page.

Here’s an example of a complete profile:

How to Get Verified on Twitter in 2020 - Twitter Verification - Completed Profile

4. Prepare Your Pitch

Once the verification program is back, if the previous process is anything to go by, you will be required to submit an application form. In this form, you’ll have to write a “why I should be verified” paragraph. There’s no better time than today to get your pitch ready. 

When writing your pitch show how getting verified will help the Twitter community. Twitter does not care much about what verification will do for you but about how it will make the experience of other users better. 

So write from the reader’s perspective. Explain why Twitter users will benefit from what you do.

5. Select Your Five Links

You will also be required to submit a maximum of five links that add weight to your pitch. Even though Twitter lets you submit only two links, you want to submit the maximum five.

The links you share should show Twitter how awesome you (or your company) are. They should highlight your impact online. Share as many positive mentions of you or your business, from as many major sources as possible. This can include: 

  • Company profiles

  • Awards

  • Press you received from major publications

  • Bylines from major websites or publications

  • Author pages at major websites or publications

  • Speaking engagements

How To Maximize Your Chances At Becoming Twitter Verified

Even though verification is not currently available, you can still create a highly credible presence on Twitter by investing some time and attention into your profile. In doing so, you not only increase your chances of getting verified immediately the program is back, but also, increase your credibility and build trust on Twitter. 

Here are a few tips to help you get started:

1. Optimize Your Profile

Make sure that your profile is up-to-date and it is promoting your brand.


  • So Twitter users recognize you immediately.

  • To show how you are unique in your industry.

  • So Twitter can confirm your identity and authenticity.

And most importantly, your followers will not take you seriously if you don’t. And neither will Twitter. 

Here are a few ways to optimize your Twitter profile:

  • Update account imagery and branding: Update your profile picture and background image with relevant, high-quality images. You can use either a professional photo of yourself or a custom logo of your brand or business. Make sure that the images stand out and represent your brand or business.
  • Add a unique Twitter handle: Use a Twitter handle name that is unique to you or your brand. It is best to use a username that is the same across all your social media networks for consistency.

  • Improve your Twitter bio: Your bio should clearly state the purpose of your profile or your brand’s mission or services.

  • Add your contact information: Set your specific location and add a confirmed phone number. Don’t worry, your phone number won’t be made public. Want to tap into the free traffic from Twitter? Add your website or blog URL so users can access your work.

2. Be Active on Twitter

Make sure your Twitter profile stays consistently active by tweeting original content and engaging with your audience. 

While sharing your work is great and encouraged, to build your reputation on Twitter, it is vital to share timely, interesting, and related content from other credible sources. You can share industry humor, but keep it light-hearted, good advice, relevant articles, or even original research that connects to your area of interest.


  • Respond to social mentions. Be sure to be on top of all the conversations around your brand.

  • Make use of a Twitter Analytics tool such as Keyhole. This allows you to better understand your followers, what content resonates with them when they’re most active, and much more. 

Keyhole allows you to collect accurate & real-time data that you can a deeper dive into and understand what’s working in your Twitter strategy.

You want to be seen as active and involved with your audience.

Get Twitter to take notice that your audience cares about your public impact and you’ll have an easy time convincing the company that you’re worthy of the blue check.

So always create and share valuable content with your followers frequently and consistently. If you don’t have the time to do it, there are lots of content creation tools that will make your life easier. 

How to Get Verified on Twitter in 2020 - Keyhole Twitter Analytics

3. Link To Other Verified Twitter Accounts In Your Bio

Another great way to gain social proof and increase your credibility is to @-mention relevant verified profiles within your Twitter bio. Show your fans that you roll with the who is who on Twitter. This trick will also help you gain more followers.

If you’re an individual, you can add your current or past employers, past employers, or connections you have with other users eg. spouse, business partners, influencers, etc.

For companies, mention parent companies or VCs that have funded you.

How to Get Verified on Twitter in 2020 - Keyhole Twitter Analytics - Example of a Verified Account

4. Add Numbers and Specifics to Your Twitter Bio

Do not be shy about self-promoting yourself a little bit on your bio. Showcase what you have achieved. 

Here are a few ideas:

  • +3 million customers and counting

  • We’re a $10M startup …

  • Fortune 500

  • Celebrating 25 years in business

5. Display Your Real Location

While you may want to get creative with your location and add something like “Planet Earth”, showing your precise location will help Twitter verify your business. It will enable the company to understand your activity in the offline community. 

Displaying your real location can also help you establish more real-life relationships with other Twitter users who relate to where you live, work, and play.

5. Connect with Leaders in your Field

Engage thought leaders within your industry on Twitter. You could initiate a chat session with them, ask them thoughtful questions, or keep sharing their content. A brand that is not afraid to engage with important people within its industry is perceived to be authentic and trustworthy. 

6. Promote your Peers

People love getting some love online. When you see other people and brands do great work, give them a shout out and share their content. Follow other profiles and recommend accounts that you think your followers will find useful. Mention why you think these accounts are awesome. 

7. Tell Your Story Visually

People resonate more with images than with text. According to Kissmetrics, Tweets with images get 18% more clicks, 89% more favourites, and 150% more retweets.

Take advantage of the power of images and use them to tell your story and keep your Twitter fans engaged and interested in what you do. 

There is no doubt that having a Twitter verified badge is a huge advantage for individuals and brands. However, marketers are still wondering, when will Twitter open up public applications for verification again? 

At this point, there’s no expected date, so we’ll have to sit tight and hope this happens soon. In the meantime, now that you know how to get verified on Twitter, go on and get your account ready for when the Twitter verification program is back.

We promise to keep you updated!

Related Articles:

Top 13 Twitter Analytics Tools in 2019

8 Killer Tips to Grow Your Twitter Follower Count Organically

Keyhole is a real-time brand and campaign monitoring tool that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free here.

The 11 Best Social Media Scheduling Tools for Businesses

When managing a social media presence for your brand or your client, there’s an entire library of tools you’re going to need, from content creation tools and social media monitoring tools to social media scheduling tools and more.

But with so many options, how do you determine the best tools for your needs and your brand?

To help you find the perfect social media scheduling tool for your brand, we’ve put together a list of the 11 best tools we recommend using for scheduling out and automatically posting your social media content.

Jump Links:

Why Do You Need a Social Media Scheduling Tool?

The 11 Best Social Media Scheduling Tools
1. Sprout Social
2. Buffer
3. Agorapulse
4. HeyOrca
5. MeetEdgar
6. Oktopost
7. Later
8. CoSchedule
9. Planable
10. Sked Social
11. Hootsuite
BONUS: Keyhole

Why Do You Need a Social Media Scheduling Tool?

Do you want your entire job to consist of sitting at your computer or on your smartphone, creating and posting new content to social media?

Let me answer that for you – no, you don’t! There are so many other tasks that a social media manager needs to attend to, and content creation can’t be the only one.

That’s why you need a social media scheduling tool to help you create and schedule content in batches, so that you can also focus on monitoring, analytics, customer service and more.

Not only that, but social media schedulers are helpful tools for planning out your social media content and ensuring your content calendar is filled with content that helps your bottom line. Create patterns and themes and keep everything in check, all with your scheduling tool.

Improve efficiency in your day-to-day tasks by taking advantage of a social media scheduler and improving your social media management processes.

The 11 Best Social Media Scheduling Tools

Now that you know how important social media scheduling tools are for your social media content curation, it’s time to dive into the real reason you’re here – learning more about our top 11 best social media schedulers for social teams and managers.

Each of these tools offers a different set of features at different price points so that you can pinpoint the right option for you.

1. Sprout Social

11 Best Social Media Scheduling Tools - Keyhole - Sprout Social

Sprout Social is a well known social media management tool, and that includes their social media scheduler.

While their price point is a bit more enterprise, their plethora of features does help even it out.

11 Best Social Media Scheduling Tools - Keyhole - Sprout Social Pricing

Sprout Social offers a social media scheduling calendar that also includes a tool that helps users to find optimal posting times for platforms like Facebook, Twitter, Instagram, LinkedIn, Pinterest, and YouTube.

Users also gain access to social listening and monitoring tools, social media team collaboration, community management and more.

Sprout offers a free trial for new users so they can take the software for a test run and see if its processes and interface are the right choice for their brand.

Pricing: Sprout Social’s plans start at $99 per user per month.

2. Buffer

11 Best Social Media Scheduling Tools - Keyhole - Buffer

Buffer is another social media management tool that has been around for years, starting as a small publishing tool with daily curated content suggestions, but adding on more and more facets to their brand until they became a full-scale social media software.

Users are able to use Buffer for scheduling and analyzing content, planning out Instagram stories, creating a shoppable feed, adding tags to your posts and more.

Buffer offers two different options at different monthly plans – Buffer Publish and Buffer Analyze – or the ability to sign up for both for $85/month.

11 Best Social Media Scheduling Tools - Keyhole - Buffer Pricing

Based on your needs, you can take a look at their pricing options and even get a 14-day free trial to check out their pro options.

For smaller brands or public figures, Buffer also offers a completely free plan with 3 social accounts and 10 scheduled posts per account.

Pricing: Buffer’s plans start at $15 per month.

3. Agorapulse

11 Best Social Media Scheduling Tools - Keyhole - AgoraPulse

Another useful social media scheduler is Agorapulse, offering features that allow users to schedule content, pull social media reports, interact with followers and more.

Agorapulse is also really helpful for teams, allowing users to create content, send it through the pipeline and give team leads the chance to approve or reject content before it’s published on a brand page.

Starting at $79/mo after a free trial, Agorapulse also gives your brand the power to monitor various hashtags and conversations directly through your social management platform.

11 Best Social Media Scheduling Tools - Keyhole - AgoraPulse Pricing

Browse their plan options to see if you can find one that fits your budget and your social media scheduling needs.

Pricing: Agorapulse’s plans start at $79 per month.

4. HeyOrca

11 Best Social Media Scheduling Tools - Keyhole - HeyOrca

HeyOrca is a great tool for managing, planning and scheduling your social media content all in one place. You get access to an easy-to-use social media calendar that also shows you mockup previews of your social content before it goes live.

This tool is more heavily focused on your social media content calendar, showcasing where you’ve scheduled content, what types of content and for what days.

In fact, their pricing model also follows this same focus, requiring that users pay per social media calendar with unlimited accounts, users, and post previews.

11 Best Social Media Scheduling Tools - Keyhole - HeyOrca Pricing

This is a great way to get a feel for your posting patterns and ensure you’re sharing the best content at the most ideal times.

Pricing: HeyOrca’s plans start at $99 per month.

5. MeetEdgar

11 Best Social Media Scheduling Tools - Keyhole - MeetEdgar

MeetEdgar brands itself as a social media automation and scheduling tool that helps businesses spend less time doing mundane social media tasks by automating them.

This includes tasks like writing captions based on quotes in your articles, regularly reposting old scheduled posts, and automatically importing newly published content that needs to be shared on social media.

While users will help MeetEdgar get set up on all of these tasks, it can certainly help a one man show do more for a brand by automating several content creation jobs.

Because MeetEdgar’s features are ideal for freelancers and solopreneurs, their pricing matches their target customer with plans starting at only $19/month.

11 Best Social Media Scheduling Tools - Keyhole - MeetEdgar Pricing

If you want to have more of a hand on your social media content, this may not be the best tool for you, but if you’re looking for something that can really make social media content creation easy and automatic, MeetEdgar can be a great option.

Pricing: MeetEdgar’s plans start at $19 per month for Edgar Lite and go up to $49 per month for the full service.

6. Oktopost

11 Best Social Media Scheduling Tools - Keyhole - OktoPost

Oktopost is a social media scheduling tool that focuses more on the B2B industry, helping big businesses to manage their online presence in a way that really engages their audience.

Not only does Oktopost integrate with tons of great B2B CRMs and other tools, it offers features like social media publishing, listening, analytics and even social governance for managing global teams.

Oktopost’s social media publishing calendar gives you a great overview of all of the social content you have scheduled over the month so you can easily rearrange, edit, remove, or manually publish your content.

Their website offers tons of information about their various features, but in order to learn more about their plans and pricing, you’ll have to book a demo.

However, with a tool aimed specifically at B2B customers, it can be worth it for those businesses to find a social media management platform that’s so industry specific.

Pricing: Oktopost requires potential users to book a demo to learn more about pricing options.

7. Later

11 Best Social Media Scheduling Tools - Keyhole - Later

Later focuses more on Instagram publishing than any other platform, although their tool does allow users to connect Facebook, Twitter, and Pinterest accounts as well.

Their Instagram features include previewing your grid, placing a link in your bio to lead to your website, blog posts, and product pages, finding and sharing user-generated content, and working with Instagram influencers.

Being a very visual platform, Later’s Pinterest scheduling and planning is a great add-on to this tool.

If your brand focuses heavily on imagery, Later might be the perfect social media scheduler for you, with incredibly affordable plan prices.

11 Best Social Media Scheduling Tools - Keyhole - Later Pricing

Choose a free forever plan for basic account management or check out one of their higher tier plans for more features and users.

Pricing: Later offers a free forever plan, but premium plans start at $12.50 per month, paid annually.

8. CoSchedule

11 Best Social Media Scheduling Tools - Keyhole - CoSchedule

CoSchedule is more than just a social media scheduling tool – it’s also a great tool for scheduling out your blog’s editorial calendar, integrating with WordPress and automatically publishing both social media and blog content.

This is great for brands and social media teams who are looking to reduce the number of tools they’re using and manage both social and content marketing all from one place.

Plans start at $14/month per user for the blog calendar and increase from there, based on the features you need for your brand.

11 Best Social Media Scheduling Tools - Keyhole - CoSchedule Pricing

Create blog content and social media content at the same time, making your job as social media manager much more seamless.

Pricing: CoSchedule’s plans start at $14 per user per month.

9. Planable

11 Best Social Media Scheduling Tools - Keyhole - Planable

Planable is another great social media scheduling tool that lets you get a sneak peek at exactly what your social post will look like once it’s been publishing on the platform of your choice.

Not only that, but your team can easily make comments on the posts asking for various edits to copy, visuals, and more before approving them to be scheduled and automatically posted.

Plan your content from beginning to end with Planable’s social media management tool and create tags based on the content category or campaign of the content you’re sharing.

Planable gives you a chance to try the platform free for your first 50 posts, then brands are able to choose from a selection of affordable subscriptions when signing up for the service.

11 Best Social Media Scheduling Tools - Keyhole - Planable Pricing

Easily collaborate with your social media team on content creation by taking advantage of Planable’s social media scheduling platform.

Pricing: Planable offers a free plan for users, but premium plans start at $33 per month.

10. Sked Social

Our tenth best social media scheduler is Sked Social, another tool that focuses heavily on helping brands with their Instagram content. 

Like Later, though, their platform still does work across a variety of platforms, so users can schedule to Instagram, Facebook, and Twitter all from the same tool.

Sked Social’s Instagram management features include scheduling and auto-posting Instagram stories, analytics, adding a link in user bios, and a visual Instagram planner. This makes it easy for social media managers to get a glimpse at what their Instagram feed will look like pre-publication.

Interested users are able to take advantage of a 7-day free trial to see what the software is all about, with the lowest plan starting at $25/month.

11 Best Social Media Scheduling Tools - Keyhole - Sked Social Pricing

With a focus on media brands, eCommerce shops, retail brands, and freelancers, Sked Social could be a great option if your business fits in one of those industries.

Pricing: Sked Social offers a 7-day free trial, then plans start at $25 per month.

11. Hootsuite

11 Best Social Media Scheduling Tools - Keyhole - Hootsuite

Hootsuite, the last social media scheduler on our list, has also been in the social media marketing landscape for years, evolving and adapting to fit the needs of social media teams across the board.

Users can view monthly calendars to help schedule out content and ensure they’re sharing posts on the most optimal days and times. Hootsuite also gives managers access to direct messages from social media in their dashboard to manage customer communication all in one place.

With more collaborative tools, social media teams can take advantage of the opportunity to work together on social content, even when working from home, all around the world. Team leads can assign various tasks to team members and approve content before it’s live.

Hootsuite users can also create streams in their dashboards to get a quick view at recent notifications, user feeds, and more for easy community management.

Plans start at $39/month for a professional plan with 10 social accounts for a single user, after a 30-day trial that lets potential customers get an idea of what to expect from the platform and if it’s the right tool for them.

11 Best Social Media Scheduling Tools - Keyhole - Hootsuite Pricing

Plan prices increase quickly based on your business needs, but the collaboration and features that come with it could be well worth it depending on how your team runs social media.

Pricing: Hootsuite’s plans start at $39 per month after a 30-day free trial.

BONUS: Keyhole

11 Best Social Media Scheduling Tools - Keyhole - Keyhole

While Keyhole isn’t necessarily a social media scheduling tool, it fits perfectly as a complementary analytics tool that can help you measure your social media success.

Once you’ve scheduled out your content using your social media scheduler, you can easily track performance, pull detailed reports, monitor accounts and more with Keyhole.

Keyhole is also the perfect tool for tracking how your hashtag choices perform so you can determine if you’re using the best options for your content or if you could increase your reach with different hashtags.

You can also pull real-time data from your social media platforms to easily track conversations and user behavior.

Plans start at $49/month depending on the features you need for your business and the amount of posts you need to measure and report on each month.

11 Best Social Media Scheduling Tools - Keyhole - Keyhole Pricing

Start with a free trial to test run Keyhole’s software before diving in with a full account for your brand and your social media team.

Pricing: Keyhole’s plans start at $49/mo after a free trial. View more pricing options here.

Start Scheduling and Measuring Your Social Content

It’s not enough to just create and send social media content out into the world. You want to make sure the content you’re creating is helping your business’s bottom line.

By using analyzing and reporting tools, you can be sure you’re creating the best content for your brand and for your audience, all while generating the best ROI possible.

Related Articles:

16 Content Creation Tools to Make Life as a Marketer Easier

The Free Social Media Reporting Template for Marketers

The Free Social Media Reporting Template for Marketers

The Free Social Media Reporting Template for Marketers

Unless you have a data-driven social media reporting strategy, posting on social can feel like a black hole.

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

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

We’ve made your life easier by creating a free social media reporting template.

This free-to-download resource makes it simple to:

  • Summarize your social strategy

  • Highlight your wins

  • Communicate key metrics

  • Focus on next steps

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

Jump Links:

Before You Start: 8 Social Media Reporting Tips

What’s in Our Social Media Reporting Template?

Get Started On Your Social Media Report

Before You Start: 8 Social Media Reporting Tips

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

Here’s the thing: people are emotional creatures.

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

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

Here are eight tips for creating a showstopper report.

1. Define Clear Goals & KPIs

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

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

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

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

  • Brand awareness: Impressions, views, and clicks

  • Engagement: Likes, shares, comments, and engagement rate

  • Building an audience: Fan or follower count

  • Website traffic: Clicks and page views

  • Leads and sales: Form submissions, revenue generated

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

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

2. Determine Your Audience

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

Is this a report you’re putting together for your data-savvy marketing team? Will it be presented to a manager who may be less familiar with social media analytics? Or are you just creating this report for yourself?

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

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

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

3. Determine Your Reporting Frequency

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

You can choose to report on your social media metrics weekly, monthly, quarterly, or a combination of any of the above.

Your reporting frequency will affect how much time you spend on the report and the level of detail you include.

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

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

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

4. Add Context to Your Data

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

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

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

5. Say What You Did and What You’ll Do Next

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

In your report, summarize your strategy, what content you posted, and what may have changed since your last report. 

Use plenty of examples where you can, and include what you plan on doing next based on what you’ve learned from this report.

6. Keep it Visual

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

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

  • Use screenshots of graphs, top-performing content, and stand-out comments

  • Stay on-brand with your company’s colours and fonts

  • Don’t visually overload a page or slide with tons of text or stats

  • Use lots of whitespace

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

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

Keyhole - Social Media Reporting Template - Company Branding

7. Stay Objective and Analytical

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

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

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

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

8. Present Before You Email (If Possible!)

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

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

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

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

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

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

Download our social media reporting template now.

What’s in Our Social Media Reporting Template?

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

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

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

1. Start With a Strong Introduction

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

In your introduction, include:

  • Your high-level goals

  • Your KPIs or success metrics

  • Your current social strategy and what channels you’re using

  • Your tactics and progress

  • The reporting timeframe (weekly, monthly, quarterly)

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

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

2. Summarize Your Success

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

For example, this could be:

  • Total posts

  • Total reach or engagement

  • Total followers won or lost

  • Website visits or leads

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

Keyhole - Social Media Reporting Template - How to access engagement metrics

3. Walk Through Your Key Social Media Metrics 

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

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

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


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

Key Instagram metrics include:

  • Number of posts/stories

  • Story/video views

  • Impressions

  • Total engagements/engagement rate

  • Followers gained/lost

  • Bio link clicks

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


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

Key Facebook metrics include:

  • Number of posts/stories

  • Page/video views

  • Page impressions

  • Total engagements/engagement rate

  • Followers gained/lost

  • Link clicks

Again, include a screenshot of your top post!

Keyhole - Social Media Reporting Template - top engaging post


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

Key Twitter metrics include:

  • Number of posts

  • Likes

  • Retweets

  • Total engagements/engagement rate

  • Followers gained/lost

  • Link clicks

Other Platforms

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

  • Youtube

  • LinkedIn

  • Pinterest

  • Snapchat

  • TikTok

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

4. Review Your Social Listening Findings

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

Here you can summarize:

  • Hashtag analytics: posts, users, engagement, reach, and impressions

  • Brand mentions: Notable mentions, number of mentions, % of mentions responded to

  • Sentiment analysis: positive vs. negative mentions

5. Evaluate Your Influencers

If you’re working with influencers, you should also give an overview of the overall program success.

Here, you can collapse all of your influencers into one report and/or break them down one by one.

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

  • Engagement

  • Reach

  • Impressions

  • Followers

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

6. Other Key Categories and Highlights

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

  • New influential follows

  • Trending content in your industry

  • Competitor activity or results

  • Channel-to-channel comparisons

  • Customer service response time

  • Video performance

  • Social’s impact on website performance

  • Audience demographics

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

7. Summarize Your Takeaways

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

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

For example:

  • Takeaway 1 – We’re investing a lot of time on Twitter but we’re not seeing as high engagement as we do on Instagram. We should consider shifting more of our time to Instagram.

  • Takeaway 2 – Our competitor is receiving a lot of traction on their weekly video series. Should we consider shifting to video?

  • Takeaway 3 – We gain more followers when we post on trending hashtags, but receive more clicks on our links on branded content. Our strategy should continue to feature a mix of both.

  • Takeaway 4 – We receive the most traction on Facebook when we post in the morning.

8. List Your Next Steps

Finalize your report with your future-facing strategy.

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

For example:

  • Next Step 1 – Test a weekly video series for two months to increase our reach.

  • Next Step 2 – Include more original photography to increase engagement.

  • Next Step 3 – Reduce our Facebook posts to once per day with a focus on higher-quality content.

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

Get Started On Your Social Media Report

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

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

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

Start your free trial of Keyhole today.

Related Articles:

Analytics Reporting for Marketers: Building Custom Reports + Sharing with Your Clients

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The Essential Guide to Social Media Icons for Marketers


Have you ever come across a website that doesn’t have any social media icons? Chances are, you haven’t. These social media icons point website visitors to the brand’s social media pages so they can connect with them through multiple channels.

And now with social media playing such a huge role in our everyday lives, you can now see these icons virtually anywhere – from marketing material to business cards.

But before you start plastering on any social media icon that looks good to you, there are a few things you need to consider. Among these is legality, because these social media icons are still registered trademarks.

This post gives you an in-depth look at how social media icons can help with your branding and marketing efforts, how you can legally use them, and more. Let’s get started.

Jump Links:

Uses of Social Media Icons in Branding and Marketing

Brand Guidelines on Social Media Icons

Playing with Instagram Highlight Icons

Where to Source Free Social Media Icons

Uses of Social Media Icons in Branding and Marketing

First, let’s take a look at the potential of these social media icons and just to what extent you can use them for your business. These icons play a critical role in social media branding, as they help direct your target audience towards your brand’s social media pages. 

In other words, you direct the attention to your brand’s social media and bring in new followers.

The best part is that you can use social media icons for both online and offline marketing. Here’s a quick look at the different use cases of social media icons in branding and marketing:

Adding Them to Your Website

Display social media icons on your website and help visitors discover new ways to connect with your brand.

Social Media Icons - Keyhole - Hashtag Tracking

Encouraging Content Shares with Social Share Buttons

Icons make it easier to add social share buttons to your content and encourage more content shares. Each button will have an icon of the relevant social media platform, so your audience knows exactly where they can share the piece of content.

These buttons allow people to easily share the content on social media with just a few clicks rather than having to open a new tab on their browser and pasting the content URL manually. 

This makes them much more likely to share, further boosting your visibility and enhancing your overall content strategy.

On your blog, you can just add social share buttons at the end of each piece or on the left-hand panel. On YouTube, you can also use the annotations feature to add a clickable social media icon encouraging people to follow you.

Social Media Icons - Keyhole - Hashtag Tracking

Including Them in Your Newsletters and Email Signatures

Provide your email recipients with other ways to connect with you by including social media icons in your email signature. This could be a great option for brand representatives that work directly with customers and vendors alike.

Social Media Icons - Keyhole - Hashtag Tracking - Signature

For brand newsletters, you can add social media icons linking to your brand’s social media pages.

Social Media Icons - Keyhole - Hashtag Tracking - Social Media Page

Using Them in Your Print Collateral

The uses of social media icons aren’t just limited to online use; you can even use them in your print collateral such as business cards, print ads, and brochures. Adding icons in place of text where possible will help the design look great because you get to save some space and minimize clutter.

Since you can’t hyperlink on paper, you’ll have to include the URL or handle that will direct people to your social media page. For example – or

Brand Guidelines on Social Media Icons

As mentioned earlier, social media icons are still registered trademarks so there are restrictions on how you can modify them. That means you can’t use a pink and orange icon pack just because those colours align with your brand’s visual identity. You also need to keep the brand guidelines in mind for each social media icon:


Key brand guidelines for Facebook:

  • Make sure the “f” logo is in Facebook blue or white. If this isn’t possible due to technical limitations, stick to black and white.

  • Do not deconstruct or modify the “f” logo in any way by changing the colour, design, or scale.

  • The icon should be similar in size to neighboring icons.

  • Avoid animating or representing the logo in physical form.


Key brand guidelines for Instagram:

  • Only use the icons provided in the Brand Resource Center. You can either get a multicolour or a black and white version of the Instagram glyph.

  • Although Instagram recommends that you show the glyph in either black or white, you have the freedom to change it to any solid color. But you may not change other aspects of the design.

  • Always maintain the icon’s set proportions and make sure it’s never smaller than 29×29 pixels.

  • Maintain a clear space around the glyph that’s at least one-half of its size so it doesn’t compete with other visual or text elements.


Key brand guidelines for Twitter:

  • You may only show the icon in Twitter blue or white. In case of printing limitations, you may get permission from Twitter to display the icon in black.

  • Do not modify the colour in any way such as using a different colour, adding gradient and other special effects, or filling it with patterns.

  • Do not make any modifications to the icon such as changing its orientation, skewing, rotating, or stretching it, adding other elements, etc.

  • While Twitter recommends using the icon without a container, you have permission to use it with a circle, a square, or a square with rounded edges.

  • Do not animate or anthropomorphize the logo.


Key brand guidelines for LinkedIn:

  • Always display the LinkedIn icon on a solid white background. If that’s not possible, you may use a solid, light background instead.

  • The icon should always be displayed in colour through digital mediums. In case of technical and printing limitations, you may use the icon in solid black.

  • Do not make any modifications to the icon provided by LinkedIn. You may not change any aspect of the icon including its colour, shape, and proportions. So you can’t alter, distort, or remove any design element.

  • The icon should be at least 21px tall on screen or 0.25” tall in print applications.

Playing with Instagram Highlight Icons

With all these brand guidelines to keep in mind, you have limited space to play around with the official icons for social media platforms. The last thing you want to do is stir up some legal issues because you decided to use some modified social media icons on your website. 

And if you’ve seen some of the free icon packs available online, you might have noticed that a lot of them don’t meet these guidelines.

On the bright side, you do have other options to channel your creativity and showcase your brand personality through social media. For instance, you have the freedom to play around as much as you want with the icons for your Instagram Highlight covers.

Uploading icons on your Instagram Highlight covers will allow you to follow a uniform theme on your Instagram page. This makes it easier to maintain your Feed aesthetic and brand visual identity.

Here’s how your Highlights will look without a themed cover. It’s not necessarily bad, but it can get a bit messy, especially if you want to maintain a consistent aesthetic for your Feed. These random images will, without a doubt, be an eyesore compared to the rest of your Feed.

Social Media Icons - Keyhole - Hashtag Tracking - Instagram highlight covers

Here’s how your Highlight covers will look if you use icons that follow a specific theme. You can see the massive difference in visual appeal between the two. And each cover has an icon that’s relevant to the Highlight category. For instance, Highlights for “Gift Thrift” have an icon representing a gift and “Contact Us” has an icon representing a waving hand.

Social Media Icons - Keyhole - Hashtag Tracking - Instagram highlight covers example

Where to Source Free Social Media Icons

As mentioned above, you need to follow specific brand guidelines when using social media icons for your business. And that puts limitations on colors, shapes, and overall aesthetic. So although there are plenty of free social media icons available online, the safest bet is to download them directly from the brand.

Here are the top sources to download official social media icons for free so you can use them legally:

1. Facebook Brand Resource Center

Get the permitted Facebook logo directly from the company’s Brand Resource Center.

2. Instagram Brand Resource Center

Get the official Instagram glyph icons directly from the company’s Brand Resource Center.

3. Twitter Brand Resources

The official Twitter icon is available for free download from the company’s Brand Resources.

4. LinkedIn Brand Guidelines Page

The LinkedIn Brand Guidelines page lets you download the official social media icons for free.

As for the icons on your Instagram Highlight covers, you’ll find several places to download them for free. You can also create your own using multimedia content creation tools such as Canva and Visme. Check out the top icon packs you can download for free:

1. 20 Instagram Highlight Icons by Denis

Artist Denis shares a set of icons representing items that can fit into different categories. It maintains a consistent and minimal black and white sketch design with a pale blue background.

Social Media Icons - Keyhole - Hashtag Tracking - Instagram highlight cover set 1

Check out the icon set here.

2. Floral Instagram Highlights

This icon pack from freepik follows a fall colour scheme, implementing earthy shades of brown, cream, grey, and green. A minimal floral sketch represents each icon.

Social Media Icons - Keyhole - Hashtag Tracking - Instagram highlight cover set 2

Check out the icon set here.

3. Instagram Highlights Stories Food Icon Pack

Food bloggers, chefs, and restaurateurs alike will love this icon pack representing different food items such as donuts, burgers, corndogs, fries, and more.

Social Media Icons - Keyhole - Hashtag Tracking - Instagram highlight cover set 3

Check out the icon set here.

4. Free Instagram Stories Highlight Icons from Later

Later offers a set of free Instagram Highlight icons that you can customize to fit your brand’s visual identity. The icon pack comes with minimalist graphical elements that can fit into various categories.

Social Media Icons - Keyhole - Hashtag Tracking - Instagram highlight cover set 4

Check out the icon set here.

5. Gray Instagram Highlight Covers by Cappuccino and Fashion

Mommy style blogger Madeline shares a set of icons for your Instagram Highlight covers in a minimalist, grey theme. This comes with 20+ icons that can fit into a variety of categories.

Social Media Icons - Keyhole - Hashtag Tracking - Instagram highlight cover set 5

Check out the icon set here.

6. Minimal Highlights Covers in Green

If grey isn’t your colour, you can also opt for this minimalist icon pack in cool and earthy green. The graphics represent various objects and themes to fit into multiple categories.

Social Media Icons - Keyhole - Hashtag Tracking - Instagram highlight cover set 6

Check out the icon set here.

7. Instagram Highlights Stories Shopping Icon Pack

For retailers, this solid black shopping icon pack might be just what you need for your Instagram Highlights. You have icons representing various objects such as wallets, shopping carts, customer representatives, and more.

Social Media Icons - Keyhole - Hashtag Tracking - Instagram highlight cover set 7

Check out the icon set here.

8. Blue Splash Covers

If you like something more colourful, you might also like this blue splash icon pack. It includes several basic white icons with a splash of blue in the background.

Social Media Icons - Keyhole - Hashtag Tracking - Instagram highlight cover set 8

Check out the icon set here.

9. Instagram Highlights Stories Travel Icon Pack

For Instagram influencers who travel frequently and for travel-related businesses alike, this travel icon pack would make the perfect Instagram Highlight covers. It includes cartoonish and brightly coloured icons representing travel-related items such as trains, planes, palm trees, mountains, and more.

Social Media Icons - Keyhole - Hashtag Tracking - Instagram highlight cover set 9

Check out the icon set here.

10. 60 Instagram Highlight Icons by Denis

Designer, Denis offers another set of free Instagram Highlight icons representing a wide variety of categories. This pack maintains a minima light blue and white theme with simple black outlines.

Social Media Icons - Keyhole - Hashtag Tracking - Instagram highlight cover set 10

Check out the icon set here.

Best Practices on Using Social Media Icons

Now that you’re armed with the essential brand guidelines and free download resources, you’re just about ready to start making the most of social media icons. But before that, make sure you follow the best practices below:

1. Maintain Uniform Space and Size

Make sure that all the social media icons you use are of the same size. And don’t forget to evenly space them out so that they don’t compete with each other. This not only follows the brand guidelines of different social media platforms but also looks great design-wise.

2. Minimize Clutter

Don’t clutter up the space with too many icons or you could end up overwhelming your audience. Instead, pick out up to five icons leading to your brand’s most important social media pages.

3. Make Sure Your Brand is the Main Focus

Avoid making them larger than your own brand logo. Your brand should be the main focus, and any social media icon larger than your official logo will overshadow it.

4. Place Icons Strategically

Although your social media icons shouldn’t be the main focus of the page, they should still be prominently visible if you want to attract new followers. Most companies place them at the bottom of the page, so you can follow the same tactic. But don’t make them too small that everyone misses them when they visit your site.

Gearing for Social Media Growth

Social media icons may play only a small role in your overall branding and marketing strategy. But the smallest things can make all the difference between a well-established social media marketing strategy and a developing one. And social media icons help you paint a complete and professional picture in the eyes of your audience.

In addition, you can strengthen your social media strategy by routinely tracking your performance and looking for optimization opportunities.

The Keyhole Social Media Account Analytics tool comes with robust features to help you with this. It provides you with a complete breakdown of your follower demographics and offers suggestions to improve your strategy such as optimal post length and best time to post.

So make the most of your analytics insights and the tips we’ve provided here to build a powerful social branding and marketing strategy for your business. And don’t forget to sign up for a Keyhole free trial to strengthen your efforts.

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What’s The Best Number of Hashtags to Use In My Post?

Hashtags can be a great way to boost your post’s visibility, but the ideal number of hashtags depends on the social media platform.

While you’re better off using fewer hashtags on Twitter, you’ll see more success using a lot of hashtags on Instagram.

Let’s first cover why you should be using hashtags in the first place.

Jump Links:

Why You Should Use Hashtags
Best Number of Hashtags to Use on Instagram
Best Number of Hashtags to Use on Twitter
Best Number of Hashtags to Use on Facebook

Why You Should Use Hashtags

There are many benefits to using hashtags:

1. Expand Your Audience

Hashtags are a great way to expand your audience on your social media posts. When you post on a hashtag, any user who taps that hashtag on someone else’s post has a chance of seeing your post.

2. Engage Your Audience

You can also use branded hashtags to build a community. For example, sports teams use branded hashtags so their fans can easily find each other’s posts, and retail brands can encourage user-created content by getting them to post their merch on their branded hashtag.

3. Promote an Event

By encouraging people to post on an event hashtag, you can get your audience to promote your event for you while at the event (even if it’s virtual).

4. Measure Your Impact

If you post consistently with the same hashtag, or you ask your influencers to post with a specific hashtag, you can measure the impact of particular types of content or particular influencers.

Let’s cover the best number of hashtags, platform by platform.

Best Number of Hashtags to Use on Instagram

You can use up to 30 hashtags on a single Instagram post, but that’s a great way to come off as spammy.

Research shows that it is best to use between 9 to 11 hashtags on Instagram, as that’s the magic range that generates the most engagement. It’s a nice balance between using enough hashtags to get found, but not so many that you have a wall of hashtags.

Tip: Many accounts use a series of dots to add spacing below their post content and then bury their hashtags at the bottom so that they don’t distract from the message of the post.

Hashtags are most beneficial on Instagram. When you use a hashtag on Instagram, your post will appear on the page for that hashtag, and it also has a chance of appearing in the relevant hashtag Story.

People can also follow specific hashtags on Instagram, so it can be a great way of getting your content in people’s feeds.

Best Number of Hashtags to Use on Twitter

Even though hashtags originated on Twitter, they’re more of a detriment to your Tweets.

The same research shows that using 1 to 2 hashtags generates far more engagement than 3 or more.

Twitter makes it easy to follow trending topics without hashtags, so tweets containing lots of hashtags are typically treated as spam (and often are).

Best Number of Hashtags to Use on Facebook

Hashtags never gained popularity on Facebook in the same way as many other social platforms—likely because most people get their Facebook content from friends and pages.

In fact, studies have shown that Facebook posts without hashtags perform better than those that do use them.

If you do need to use a hashtag—to promote an event for example—studies have shown that it’s best to limit your Facebook posts to 1 hashtag (if you use any at all).

Track Your Hashtags with Keyhole

Keyhole makes it easy to accurately capture hashtag analytics in real time. By tracking your hashtag analytics, you can see what’s working, track which influencers have the biggest impact, and calculate the ROI of your hashtag campaigns.

Get started with a free Keyhole trial now.

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How to Calculate the ROI of a Social Media Influencer Over Time

Influencer marketing is all the rage.

That’s because audiences would much rather hear from personalities they know and love rather than a brand they’ve never heard of.

Jump Links:

Influencer Social Media Metrics
How to Calculate the ROI of an Influencer
Influencer ROI Calculation Examples

Collaborating with an influencer is a great way to fast-track your success, but how do you calculate the ROI of working with an influencer? And how can you measure one influencer against another?

Let’s walk through some of the key influencer ROI metrics.

Influencer Social Media Metrics

Determining what a successful influencer relationship looks like depends on your brand’s goals. Are you looking to increase brand awareness? Are you looking to drive sales?

What you consider a return on your investment will affect how you measure the success of an influencer.

Here are some key metrics to track:

  • Visibility Metrics: Impressions, reach, new followers, website traffic

  • Engagement Metrics: Likes, reactions, comments, shares

  • Conversion & Sales Metrics: Form submissions, newsletter subscriptions, eCommerce sales, and revenue generated

How to Calculate the ROI of an Influencer

The influencer ROI calculation is simple:


ROI (Return on Investment) = Net Return / Total Investment x 100%

The “total investment” portion of the equation is relatively easy to calculate. This is the total cost of working with an influencer.

This includes direct costs like how much you paid the influencer and the cost of any merchandise given away, as well as hidden costs like the value of your own time and marketing agency expenses.

The “net return” is harder to calculate but represents the profit you earn from working with an influencer.

In some cases, profit is easily quantifiable in terms of dollars. For example, if your influencer is sharing a referral code or link that can be directly attributed to sales, the calculation is simple.

However, in other cases, if your goal is for your influencer to earn a certain number of impressions, you may need to translate those impressions into a dollar value, or express the result of the equation as a cost per impression.

Influencer ROI Examples

Example 1: For a dollars-to-dollars example, let’s assume you want your influencer to drive e-commerce sales. If you spent $5,000 working with this influencer and they generated $20,000 in sales, that’s a 300% return on your investment:

ROI = Net Return / Total Investment x 100%

= ($20,000 – $5,000) / $5,000 x 100%

= $15,000 / $5,000 x 100%

= 300%

That means you profited by three times as much money as you spent. You could then compare one influencer to another to determine which influencer generates the most business for your company relative to their cost.

Example 2: If your goal is impressions, you can either express the equation in terms of a rate cost, or you can convert the value of impressions to dollars.

For example, you could calculate ROI as a rate:

ROI = Impressions / Total Investment

= 1,000,000 impressions / $5,000

= 200 impressions per dollar (or $0.50 per impression)

Or you can translate first translate impressions to a dollar value. For example, if you know your company receives $10,000 in sales on average per 1,000,000 impressions:

ROI = ($10,000 – $5,000) / $5,000 x 100%

= $5,000 / $5,000 x 100%

= 100%

Note: An ROI of 100% means you doubled your investment.

Start Tracking Your Influencer ROI with Keyhole

Keyhole makes it easy to track the ROI of your influencer marketing. To start tracking influencer ROI, start your free trial today.

Related Articles:

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How Do You Measure Brand Awareness on Social Media?

Many brands chase the pot of gold known as “growing brand awareness,” but few companies ever set measurements for how much brand awareness they really have.

Luckily, social media offers several metrics for tracking brand awareness.

Jump Links:

What is Brand Awareness?
Social Media Brand Awareness Metrics You Can Track
Is There a Brand Awareness Calculation?

What is Brand Awareness?

Brand awareness can be thought of in a few different dimensions:

  • Brand recall: How easily someone remembers your brand

  • Brand recognition: How easily someone can differentiate your brand from others

These can be difficult concepts to quantify. Especially because most brands care most about sales and ROI, so brand awareness can feel like an abstract concept. But brand awareness is still a necessary part of the profit equation. After all, there’s a reason Coca Cola spent $4.25 billion on advertising in 2019.

Here’s a quick dive into how you can measure brand awareness on social media.

Social Media Brand Awareness Metrics You Can Track

There are many ways to track your brand awareness through social media.

Here’s the lowdown on each metric:


The number of times your content has been viewed, including repeat views from a single person. If your content has multiple impressions with the same audience members, it means you’re creating compelling content that’s likely to increase brand recall.


The number of people who have viewed your content. A growing organic reach means you’re growing the size of your audience by gaining followers or earning shares.If your brand cares most about how many people know who you are, this may be the metric to track.

Engagement (Rate)

The number of likes, comments, and shares your posts receive, or the average number of likes, comments, and shares per post. This shows how much people interact with your content, which is an indicator of how much your brand resonates with them.

Brand Mentions

The number of times people mention your brand in their posts, whether they tag your profile or just mention your brand name. This shows whether there’s any buzz around your brand.

Share of Voice

The percentage of total mentions in an industry that mention your brand.

Raw impression or reach numbers may not mean much to your company if you don’t know how you’re performing relative to your industry. Share of voice lets you track how much of the total possible audience attention you’ve earned.

Audience Sentiment

The emotional tone of posts about your brand.

They say all publicity is good publicity, but that doesn’t ring true on the internet. Sometimes, a huge number of brand mentions or impressions can be for the wrong reasons—like a PR nightmare—so tracking whether your brand mentions are positive or negative may be a necessary part of your brand awareness tracking.

Is There a Brand Awareness Calculation?

Because there’s no one true measure of brand awareness, what brand awareness metric makes the most sense to track will depend on how your company earns revenue or values its brand.

For example, if you’re a publication that earns money from ad revenue, you likely care most about pure volume metrics like impressions and reach.

However, if you’re a B2B brand that does low-volume business in a niche industry, you may care more about share of voice or engagement.

Track Brand Awareness with Keyhole

All of these brand awareness metrics can be easily tracked with Keyhole’s brand monitoring tools.

To start measuring your brand awareness, try a free trial of Keyhole today.

Related Articles:

Social Listening: Best Practices For Growing Businesses

Hashtag Analytics: 27 Actionable Strategies To Grow Your Business

How Does Sentiment Analysis Work?

Sentiment analysis is an automated process that determines the emotional tone behind a message. 

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Sentiment Analysis in Social Media
The Benefits of Using Sentiment Analysis

Sentiment analysis is powered by natural language processing (NLP) and machine learning (ML) algorithms. These artificially intelligent bots are trained on millions of pieces of text to detect if a message is positive, negative, or neutral.

Sentiment analysis works by breaking a message down into topic chunks and then assigning a sentiment score to each topic.

For example, take the following social post:

I tried out the new Dell G5 Gaming computer. I was really impressed. The graphics card was a little disappointing, but it’s hard to beat the G5 at that price.

A sentiment analysis tool would break this into topic chunks and then assign a sentiment score to each topic, depending on a pre-determined scale:

  • Dell G5 Gaming computer…really impressed = +4
  • graphics card…disappointing…= -2
  • hard to beat…that price = +3

The bot would then sum up the scores or use each score individually to evaluate components of the statement. In this case, there was an overall positive sentiment, but a negative sentiment towards the graphics card.

Sentiment analysis isn’t easy though! Think about the following sentence:

I’m SO happy my flight was delayed.

While most of us can detect that as sarcasm, it can be difficult for a bot. However, sentiment analysis constantly improves its capabilities over time thanks to advances in AI and input from human judges.

Sentiment Analysis in Social Media

In the context of social media, sentiment analysis is used as a social listening method to determine the public’s general feeling about your brand.

For example, social media monitoring tools like Keyhole track and measure social media mentions of your brand in real time to determine how people feel about your company.

The Benefits of Using Sentiment Analysis

Sentiment analysis has many beneficial applications:

1. Gauge Public Opinion in Real-Time

If you launch a new marketing campaign, product, or service, you can quickly track public opinion in real-time. For example, if everyone hates the jingle in your new commercial, it may be time to go back to the studio…

2. Conduct Market Research

You can also use sentiment analysis to benchmark your brand against competitors, or to research what’s hot on the market. If people are feeling negatively about your brand but love your competitor, you may want to pivot your strategy.

3. Track Your Customer Service

If your brand uses social for customer service inquiries, you can track the positive negative impact of your support efforts. For example, how often your team is able to shift a customer’s negative sentiment to a positive one.

To get started with sentiment analysis tracking, start your free trial of Keyhole today.

Related Articles:

The Ultimate Sentiment Analysis Guide

How Do you Measure Brand Awareness on Social Media?

What Instagram Stories Metrics Should I Track?

It’s exciting to roll out a flashy Instagram Stories strategy, but you won’t be able to track your success unless you track your Instagram Story analytics.

Luckily, it’s easy to track your Instagram Story analytics natively within the Instagram app, or with a social media analytics tool like Keyhole.

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Where to Find your Instagram Story Analytics
What Instagram Story Analytics are Available?
How to Conveniently Track Instagram Stories Metrics

Where to Find your Instagram Story Analytics

To access your Instagram Story analytics, you’ll need a business account. If you’re not yet set up as a business, here’s how to switch your account over.

Once you’re set up as a business account, you can access your Instagram Story analytics in three places.

1. The Insights Button

Within the Instagram app, go to your Instagram profile and tap on the menu in the top-right corner. From there, select Insights.

From your Insights screen, tap the Content tab. This will give you Instagram Stories data from the past 14 days and Instagram post data from the last year.

2. Within Each Story

To see the stats of an individual Story, open a Story within the app and swipe up to see your Insights.

If your Story has already vanished, tap the Archive button (found in the top-left corner of your profile) to view your saved Stories. From there, you can once again swipe up on any Story to see your Insights.

3. Instagram Creator Studio

If you prefer accessing your Instagram analytics on desktop, you can check out the Facebook/Instagram Creator Studio.

Within the Creator Studio, access your analytics by selecting Content Library, then Stories. Here, you can see your overall metrics or look at individual Stories.

What Instagram Story Analytics are Available?

There are quite a few metrics available for Instagram Stories, broken down into Interactions and Discover metrics.

Interactions Metrics

Replies – How many people messaged you directly from your Story

Profile Visits – The number of times people tapped your profile after seeing your story

Discover Metrics

Accounts Reached – The number of individual accounts who watched your Story

Impressions – The total number of views for a Story, including multiple views by the same person

Follows – The number of accounts that followed you after seeing your Story

Navigation Back / Forward – The number of times people tapped to re-watch your Story or skip to your next Story

Next Story & Exits – The number of people who skipped through to the next account’s Story or swiped out of your Story.

These metrics are incredibly useful for evaluating which content is generating the most engagement.

How to Conveniently Track Instagram Stories Metrics

If you’re looking for an even easier way to track your Instagram Story analytics over time, check out Keyhole.

Keyhole conveniently displays all your Instagram Stories data in one dashboard alongside your other social media data, saving you from having to click through Instagram’s native tools.

Related Articles:

Instagram Stories: 16 Killer Tips to Stand Out in 2019

Instagram Posts vs Instagram Stories: Is One Better Than the Other?

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

What is a Good Follower to Following Ratio?

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

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

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

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What Your Follow Ratio Says About You
How to Calculate Follower to Following Ratio
What is a Good Follower to Following Benchmark?

What Your Follow Ratio Says About You

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

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

Let’s use Justin Bieber’s Instagram as an extreme case. The Biebs has over 145 million followers, but he follows only 450 or so accounts. This shows that people are far more interested in following him than he is in following other people.

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

Your follower ratio is also a general indication of:

  • how popular your content is

  • how selective you are with your follows

  • how likely you are to follow back

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

How to Calculate Follower to Following Ratio

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

Follow Ratio = Number of Followers ÷ Number of Accounts Followed

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

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

In Bieber’s case, if he has 145 million followers and follows 450 accounts, his follow ratio is a whopping 322,222.

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

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

What is a Good Follower to Following Benchmark?

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

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

  • < 0.5 = Spam: Brands who follow twice as many accounts as accounts that follow them are likely trying to gain followers by follow-back schemes

  • 0.5-1 = Low Quality: This ratio doesn’t scream spam, but it also doesn’t indicate a must-follow account

  • 1:2 = Average: A slightly positive follow ratio is indicative of a new, yet growing account

  • 2:10 = Quality: An account in this range has proven they are worth a follow

  • 10:300,000+ = Influencer: An account in this range easily gains new followers and has a major influence on their social media sphere

Related Articles:

How Do I Calculate Follower Growth Rate?

How to Get More Instagram Followers: 30 Proven Strategies

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

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