Top 13 Twitter Analytics Tools in 2019

Looking for the best Twitter analytics tools?

We’ve identified a list of the top 13 free and paid Twitter analytics platforms to help you determine which tool is the best for your business.

Updated on September 16th, 2019. This list now covers 13 tools. 

Jump Links:

Why do you need a Twitter Analytics tool?

Exploring the Top 13 Twitter Analytics Tools
1. Twitter Analytics (Native)
2. Keyhole
3. Hootsuite
4. Buffer
5. Sprout Social
6. Klear
7. Mentionmapp
8. Union Metrics
9. Agorapulse
10. Followerwonk
11. Quintly
12. Tweet Binder
13. ContentStudio

Why Do You Need a Twitter Analytics Tool?

Twitter has always been a challenging platform for businesses.

While businesses love having instant access to their customers and brand mentions, you can invest hours, days, weeks, and even years into the platform without having a sense of the ROI generated from Twitter.

We all know social engagement is important for brands, but how do you track the real world impact on your business?

Should you go after new followers or should you run a new Twitter campaign? Are there influencers out there who may be impactful to your brand?

Finding the right Twitter data analytics tool will provide you with the answer to those questions to help your social strategy flourish.

Features of the Best Twitter Analytics Tools

What can Twitter analytics tools do for your business? Before you start looking into investing in the best tool for your business, make sure you consider exactly what insight you want to gain.

Here are a few key reasons to use a Twitter data analytics tool:

Tracking important Twitter Metrics

  • Tweets that historically have the most engagement
  • Brand mentions
  • Insights from your competitors

Growing your Brand

  • Identify potential brand influencers
  • Grow your follower base
  • Grow your business

Guiding your Twitter Content Strategy

  • Discover what hashtags and topics your followers are discussing
  • Improve new content by leveraging data on what your audience finds most engaging
  • Manage your Tweet schedule
  • Better manage replies to brand mentions

Exploring the Top 13 Twitter Analytics Tools

Now that you’ve established what you’re looking for, review our research of the top 15 Twitter analytics tools.

1. Twitter Analytics (Native) – A good analytics tool for beginners

Features: The native Twitter Analytics platform offers a wide range of basic information. This free analytics tool includes data about both your Twitter account and general insights into what’s trending on Twitter.

Through Twitter Analytics, the main dashboard features a monthly summary of information such as the number of Tweets, Tweet impressions, profile visits, mentions, and followers. At a glance, you can also see your top tweets, top mentions, and top new followers per month.

Twitter’s audience insights break down your follower base by their interests, occupations, buying styles, wireless carriers, gender, and more. Many other top Twitter analytics tools do not offer this data.

The tool also offers general Twitter trend data, including trending topics, events, sports, movies, and more. This tool offers native ability to advertise directly to Tweets relating to any of these topics, and the ability to target by goal (followers, engagements, leads, website clicks, and more).

Main advantage: This is a simple tool for beginners, offering detailed audience demographics data and built-in advertising tools.

Disadvantage: The majority of data reports can span only a 3-month period. Most businesses will need more robust data reporting.

Pricing: Free

2. Keyhole – Social media data that helps you make great decisions

Keyhole is a live tracking tool for social media conversations. Their simply designed dashboards give you an overview of key data that helps you make meaningful decisions about your brand.

Keyhole features a full slate of analytics features and in-depth reporting. To start, their hashtag and keyword listening allows you to analyze industry conversations live and their account analysis tool lets you analyze and optimize your posting schedule and content. They also allow you to track and build automated reporting around individual campaigns, perform competitive analysis, and perform research on both live and historical data for Twitter, Instagram, Facebook, and Youtube.

Main advantage: Keyhole is a huge time-saver, and is primarily used for real-time social listening and gaining actionable insights through data.

Pricing: Keyhole ranges from $179/month for 3 hashtags and 3 account trackers to custom pricing available for Enterprise.

3. Hootsuite – All-In-One Tool for Social Content Management

Hootsuite is widely known as the most popular tool for managing social media content. It’s also a commonly used social listening tool. While it used to be the main tool on the market, it faces many more competitors now.

Hootsuite has a deep feature set beyond basic analytics, boasting social media scheduling tools, user / keyword / hashtag monitoring, content curation, and team management.

If you’re looking for Twitter analytics data, Hootsuite provides a dashboard overview of your basic metrics. You can also build unlimited reports, exportable in most common document formats. One of the most useful tools is the ability to track how fast your team members respond to brand mentions.

There are also a wide variety of add-ons from other data providers, some of which are free, but many of which come at additional monthly fees.

Main advantage: Consolidates data from Facebook, Instagram, and Twitter. Large user base and support information.

Disadvantage: Hootsuite is much pricier than similar competitors.

Pricing: Hootsuite offers a 30-day free trial. $29/month for a single user, $129/month for 3 users with up to 20 profiles, and $599/month for up to 50 social profiles. Enterprise plans available.

4. Buffer – For easy, lightweight content scheduling

Buffer is primarily a social scheduling tool, but for those who are in need of a combined platform, it also provides Tweet-level analytics.

You can consider Buffer a lighter, less expensive version of Hootsuite, allowing users the ability to easily drop posts into a pre-planned content schedule.

From an analytics perspective, Buffer has announced Buffer Analyze, a more robust social media marketing tool, which promises the ability to track key metrics on the posts you’ve shared, including the ability to track what type of content has performed best.

Main advantage: Easy to use for scheduling content. The free tool is fairly robust.

Disadvantage: At present, data reporting is fairly limited, but Buffer Analyze may change that.

Pricing: Buffer Analyze is billed at $50 a month. Tweet-level analytics is included in both their Reply and Publish products. Reply will set your business back $225 a month, and Publish will set you back $99 a month.

5. Sprout Social – Another great all-in-one platform

Sprout Social is another full social media management solution. It offers tools to manage analytics tracking, engagement, publishing, listening, collaboration, and automation.

The Smart Inbox feature combines all messages from all major social profiles into a single stream.

Sprout Social’s data reporting tools are quite in depth. You can build several listening queries that monitor specific keywords or users in order to create a live feed of brand mentions, and analyze user sentiment or geolocations.

From an analytics standpoint, Sprout Social allows you to build custom reporting dashboards that include data around engagement, task performance, messages, top performing tweets, Twitter trends, Twitter comparisons, keyword reporting, and more. They allow these reports to be branded with your logo for easy sharing.

Main advantage: Robust reporting capabilities and built-in image editors and CRM tools.

Disadvantage: Reports do not incorporate unlimited historical data.

Pricing: Individual accounts are $99/month, including up to 10 social profiles. Corporate or Enterprise accounts start at $149 and $249/month respectively. They also offer a free 30-day trial.

6. Klear – Discover key influencers

Klear’s main functionality is to help your business identify key influencers on Twitter, YouTube, Instagram, YouTube, and other blogs, and has over 5 years of historical data for your business to leverage.

Klear is simply designed, easy to use, and can provide helpful insights for small to medium businesses.

The analytics tool provides analytics for individual influencers in a beautiful dashboard, including engagement reports, audience demographics, popular content, and more.

Klear also offers monitoring tools that let you track KPIs, true reach, and estimated ROI.

Main advantage: Great for identifying influencers and their reach. Intuitive interface.

Disadvantage: Limited use, as it offers shallower data reporting for your business’s profiles.

Pricing: Klear offers a free version with limited features. A premium account with basic reporting is $249/month, with larger accounts and more robust features requiring a quote.

7. Mentionmapp – Discover content and discussions related to your business

Mentionmapp is a network visualization tool, offering interactive maps and webs to explore accounts and content topics related to your business

This tool visualizes user interactions through a connected cloud, identifying key relationships and highlighting major accounts that are driving certain conversation topics.

This also helps you identify related hashtags that you may not be participating in.

Recently, the tool has also added the ability to track real vs. fake users to be able to tie out fake engagements and users that are not relevant to your business.

Main advantage: Discover related content and related hashtags to your business through an intuitive visual cloud.

Disadvantage: The network/cloud visualization doesn’t provide for easy data reporting or monitoring.

Pricing: Free for up to 300 searches a month, or $27/month for unlimited searches.

8. Union Metrics – Detailed Twitter reporting

Union Metrics provides full analytics reporting that help you make meaningful decisions about your brand.

It features a full slate of analytics features. To start, their profile analysis tool lets you analyze and optimize your posting schedule and their keyword listening allows you to analyze industry conversations live. They also allow you to track and build automated reporting around individual campaigns, perform competitive analysis, and perform research on historical Twitter data.

Main advantage: Basic, affordable Twitter data analytics reporting solution.

Disadvantages: Unlike some other tools on this list, it only tracks Twitter profiles.

Pricing: Their pricing ranges from $49/month for one user and 3 profiles up to $199/month for unlimited users and 6 profiles.

9. Agorapulse – Incorporate data across all your social platforms

Similar to Hootsuite, Agorapulse is another all-in-one tool that allows you to manage your entire social media presence across all social profiles, including Facebook, Twitter, Instagram, LinkedIn, Google+, and YouTube.

Agorapulse offers content scheduling tools, including the ability to requeue or reschedule old posts. It also provides message feeds to help consolidate all incoming messages. From a listening perspective, Agorapulse features monitoring and chatter streams and allows you to track average response time on each platform.

This tool provides one-click Twitter analytics reporting that’s easily exportable to a PowerPoint presentation. You can also see the performance of key metrics like replies, impressions, and clicks over time. You can also track the number of interactions on specific hashtags to help you inform your content strategy.

Main advantage: Basic reporting across all social platforms.

Disadvantages: Limited ability to manage content on platforms within the app with occasional photo issues. Inability to combine reports for one brand across several platforms.

Pricing: Ranges from $99 a month for a two users to $499 for twenty users. Free trial available.

10. Followerwonk – Profile your followers and identify influencers

Followerwonk is one of the longest standing tools available to track Twitter followers. The tool includes strong visualizations that let you track who your followers are, where they are located, what they typically tweet about, and when they typically tweet.

The best feature of Followerwonk is the ability to track compare followers across multiple user accounts, allowing you to identify potential key followers that you’re missing out on.

Main advantage: Ability to build a story about your followers.

Disadvantages: The analytics are all follower/following-based, not providing additional data for your profile like engagement metrics.

Pricing: The free version offers a variety of tools to analyze an individual account. Their “Target” and “Multitask” levels for larger follower counts are available for $29 and $79/month respectively.

11. Quintly – Consolidated social media analytics reporting

Quintly provides in-depth analytics tracking for multiple social channels, including Twitter, Facebook, YouTube, and more.

It offers competitive benchmarking, allowing you to track your account performance versus that of your competitors. You can also track your key KPIs and centralize your online marketing success all in one place.

You can also automate your social media analytics reporting with the ability to create custom reports, including live reports with shareable links, customized to your brand.

Advantage: All-in-one social analytics solution with customizable, branded reports

Disadvantages: Pricier than similar analytics tools. Lacks deeper listening analytics of competitors.

Pricing: After the free 14-day trial, accounts start at $300 a month, based on the number of profiles.

12. Tweet Binder – Attractive Twitter analytics reports

Tweet Binder is a basic analytics reporting tool for Twitter and Instagram. The tool offers a variety of reports, including live reports, 30-day reports, or historical data reports.

The tool provides attractive infographics that are great for internal reporting, including statistics like estimated economic value, top contributors, potential reach, and highest potential influencers.

Advantage: Attractive reports for internal Twitter analytics reporting.

Disadvantages: Plans are quite expensive as they are offered in Euros. Data reporting is limited for Basic and Medium accounts.

Pricing: 79€/month for a basic plan with 7-day reports, up to 700€/month to unlock all features.

13. ContentStudio

Last but not least, ContentStudio is a content discovery and curation tool. Like other tools on our list, this is primarily a social listening tool, helping you monitor conversations and popular content across a variety of topics on all social platforms. There are also a variety of automation and publishing tools available.

With this tool, you can track what’s trending right now. As of 2018, the tool does not yet have a full analytics tool, but it promises to have one soon.

Advantage: Track conversations across all platforms.

Disadvantage: No established analytics reporting tool.

Pricing: ContentStudio starts at $49 a month for ten social accounts, and ranges up to $299 a month for 150 social accounts. 


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.

Instagram Influencer Marketing: A Start-to-Finish Guide

Icons created by smalllikeart on Flat Icon.

If you’ve been paying any attention at all, you know that Instagram influencer marketing is taking the marketing world by storm.

It’s true: Instagram offers one of the latest and greatest ways to advertise your brand, whether you’re selling hair products, a meal kit delivery service, or a mattress in a box.  

In this article, we’re diving into all of your Instagram influencer FAQs, including the definition of the word “influencer” and the true power of Instagram influencer marketing in 2019. 

Next, we’re setting you up with a comprehensive guide on how to run a successful Instagram influencer campaign—from scoping out candidates to post-campaign etiquette. 

Best of all, we’re pulling back the curtain on the taboos of Instagram, like the typical cost of an influencer marketing campaign and the types of potential roadblocks to keep in mind before you launch. 

By the end of this read, you’ll be well on your way to dominating your niche with Instagram influencer marketing.

Jump Links:

What is an Instagram Influencer?

The Power of Instagram Influencer Marketing

The Basics: 6 Types of Campaigns
1. Sponsored Posts
2. Contests
3. Branded Content
4. Reviews
5. Brand Ambassador Programs
6. Influencer Takeovers

10 Steps to Running an Influencer Campaign
1. Set Your Budget
2. Find the Perfect Influencers
3. Prepare for Influencer Outreach
4. Be Aware of Potential Problems
5. Reach Out!
6. Follow Up
7. Seal the Deal
8. Launch Your Campaign
9. Track Your Success
10. Keep In Touch

Power Your Instagram Influencer Campaign With Keyhole

Let’s get into it!

What is an Instagram Influencer?

When you think of prominent influencers on Instagram, your mind likely gravitates to someone like Kylie Jenner or Selena Gomez — millennial money makers with millions of followers on the platform, raking in attention by the masses through just a single post.

But here’s the truth:

Celebrities are only one subset of influencers, and while their latest IG posts might ooze glitz and glamour, they’re not necessarily the best choice for your next campaign. 

We know what you’re thinking:

“Who has more influence than an A-list celebrity?”

The answer lives in your personal Instagram feed: macro and micro influencers.

These general “macro” and “micro” categories account for the non-celebs out there who have grown their following based on their lifestyle, hobbies, the clothes they wear, and the food they eat. 

Even though humans dominate Instagram, some of the most popular Instagram accounts actually revolve around the life of a pet—typically a dog or cat!

No matter the species, macro influencers are Instagram users who have harnessed their niche to build up an Instagram following between 100k to 1,000,000. 

Micro influencers typically have a following between 1k to 100k, and tends to drive higher engagement with every post compared to their macro counterparts. 

Celebrities typically fall into the category of mega influencers, with followings of over 1,000,000. 

Like it or not, micro and macro influencers come across as much more authentic and down-to-earth to their audiences than the average model or singer. 

The Power of Instagram Influencer Marketing

Okay, but how influential are these so-called influencers? Where did it all start?

Back in the early days of Instagram, brands would occasionally gift their products to prominent Instagram influencers in exchange for brief promotion. There was usually no formal contract in place and no guidelines to follow; it was a simple, casual transaction that allowed brands to dip their toes into the world of new media. 

That didn’t last long. 

As Instagram began to grow into one of the most powerful online platforms in the world, influencers in all categories realized they could charge a pretty penny for their opinions—and the business of Instagram influencer marketing has been thriving ever since. 

Listen:

You may still think traditional advertising is the way to bank most of your marketing dollars, but by focusing solely on traditional advertising, you’re missing out on the vast majority of your target audience.

While you’re running commercials, your potential audience members are scrolling through their Instagram feeds with the other 500 million users who browse the platform each and every day. 

What happens when a platform is owning audience attention? Viewers become followers, and those followers convert into active consumers who build their buying choices around what their favourite influencer is promoting. 

Still don’t believe Instagram influencer marketing is the way to go? Check out these statistics:

Not only does the Instagram platform itself influence buying decisions, but it may shock you to know just how much weight is placed on the opinion of a macro or micro influencer over a celebrity endorsement. 

A 2016 Collective Bias study showed that 70% of millennial consumers are influenced by peer recommendations in buying decisions. The same study reported that only 3% of consumers would consider buying something in-store that was endorsed by a celebrity. 

The logic behind these statistics makes sense: people are much more willing to purchase a product that comes across as a recommendation from a friend, rather than an endorsement from an unrelatable celeb. 

Sure, a skincare recommendation from your favorite actor can be entertaining—but what about an endorsement from someone who looks like you, has similar interests, and likely sticks to a similar budget? 

In the world of social media, #relatable wins out every time. 

The Basics: 6 Types of Campaigns

So now that we’ve covered the definition of “influencer,” what happens next? What are your options? What will your first campaign look like? 

Here are the basics:

An Instagram influencer campaign is a partnership between a brand and a popular Instagram account to promote a product or service. These campaigns come in a variety of forms, depending on the brand’s budget, needs, and goals.

The most common types of Instagram influencer campaigns are:

In the case of a sponsored post, a brand will pay an influencer to provide exposure for a product or service directly through a post (or a series of posts) on the influencer’s Instagram feed. 

Sponsored posts can be a single image, or can be a carousel of images, and are usually permanent posts.

They are a fantastic choice if you want to track post performance and metrics, allow the influencer of your choice to tag your brand within the image, and also disclose the partnership for transparency. 

It’s also a good way for influencers to incorporate storytelling in an authentic way and gives them creative reign.

Sponsored posts can also be shared on the influencer’s or the brand’s Instagram stories for further exposure.

2. Contests

Who doesn’t love free stuff? 

Sometimes a brand will allow an influencer to host a contest for their followers to win the promoted products or services directly through their Instagram account.

They typically involve asking the user to complete an action to enter, such as liking the contest photo, commenting on the photo, following certain accounts, tagging friends in the comments, or even sharing the post on their story.

Contests or giveaways can be conducted in a variety of different ways.

This type of campaign is great if you want to reach a wide audience, and also emphasizes your product or service.

3. Branded Content

Branded content allows for advertisers to promote an influencer or creators’ organic branded content posts as ads that appear in a user’s Instagram feed or through Instagram stories. 

The brand can work with influencers to naturally integrate their products or services into the influencer’s content in an engaging way. 

When these ads appear, users will see “paid partnership with” alongside the name of the brand on each post, emphasizing advertising transparency. 

This type of influencer campaign is optimal for brands who want to target specific audiences and see measurable insights.

It should be noted that branded content is still being gradually rolled out by Instagram, and may or may not be available to you. 

4. Reviews

Extra! Extra! Read all about it!

If you want to build trust in your brand, get an influencer to review it. 

Gifting an item in exchange for the influencer to put forward their honest opinion and sharing it with their followers can build trust and foster a relationship between you and the influencer.

An honest review also builds credibility between the influencer and their audience. It can drive audiences to your page to check out your product or service.

It also doesn’t hurt to build on your relationship with the influencer for future positive reviews or collaborations.

5. Brand Ambassador Programs

Brand ambassadors are influencers who receive free products or services from brands and promote through word of mouth. It is a long term relationship between the brand and the influencer with repeated promotion.

Selecting individuals who have already engaged with your product or service are the best fit for brand ambassador programs, especially if they have already expressed positive sentiments about your offerings.

After identifying someone who is already committed to your brand, you can set them up with complimentary products or services in exchange for continued positive exposure and promotion for your brand.

6. Influencer Takeovers

Instagram takeovers are common, especially if the influencer is promoting a particular service.

This type of campaign involves influencers agreeing to take over a brand’s Instagram account for a day, which can attract the influencer’s followers to the brand’s account. Selecting someone relevant to your niche and audience will drive traffic and brand awareness.

Instagram takeovers usually begin with a post containing a short bio of the influencer doing the takeover, and invite audiences to follow along with the takeover via Instagram stories. 

The takeovers can showcase content such as a day in the life of an influencer or special events.

10 Steps to Running a Successful Campaign

1. Set Your Budget

Before you open the Instagram app at all, you have to know how much you’re willing to invest in a campaign. If you start your outreach prior to establishing your budget, your brand is in for a world of hurt!

Many brands are still very green to Instagram influencer marketing and don’t have any solid reference points for what to charge for a post. 

With this in mind, it’s important to note that most influencers quote flat rates, but others base their fees on the number of sales or leads generated as a result of the campaign. 

Rates also vary widely by industry. This blog post from Coschedule.com explains that niches like modelling, photography, and food generally charge the highest rate on Instagram, while travel, lifestyle, and music usually come at a lower cost. 

As a general rule, $250-500 per post is a good guideline for influencers with below 10,000 followers. Influencers with over 10,000 followers tend to command rates between $5000 and $10,000. But buyer beware: if you’re looking to work with an influencer with over 1 million followers, they can begin to charge upwards of $100,000 per post. 

Looking to run a longer influencer campaign? According to Hootsuite, the baseline formula to calculate pricing for influencers is:

A screenshot depicting the formula to calculate the price of an Instagram influencer marketing campaign.

Your budget not only defines the scope of your influencer campaign, but also which category of influencers you can work with.

2. Find the Perfect Influencers

When you decide your budget, you also need to decide which type of influencer you’re looking to collaborate with.

Will it be a celebrity, macro influencer, or micro influencer? It’s important to be realistic here; unless your brand is akin to Coca-Cola or Nike, macro or micro is the way to go. 

If you’re a smaller brand or a local company, start scoping out micro influencers and potentially a few macro influencers in your niche if your budget allows for it.

Make a checklist of the most important qualities you’d like your influencer to have, and stick to it! 

You can use an Instagram marketing tool like Keyhole for this step, as well as surfing the popular hashtags that already exist in your niche. 

A screenshot of the related topics tool, highlighting the relevant hashtags feature in Keyhole.

You’ll want to make sure the influencer(s) that you identify align with your brand values, appeal to the right audience, and will also help you meet your campaign goals.

Make sure to also vet your influencers thoroughly – you may not want to work with someone who has been involved in PR disasters or controversies.

Next, analyze the popular accounts associated with these hashtags and how they align with your target audience. Go the extra mile to get to know their followers and the way they engage with the influencer’s content. 

Don’t be discouraged if this step takes some time!

According to a joint study by Tapinfluence and Altimeter, over two-thirds of marketers tout that shopping for influencers is the biggest challenge in a campaign. 

While you’re scouting profiles, answer the following questions for each influencer:

  • How many followers do they have?
  • Are their followers genuinely engaged with their content via likes, comments, and shares? 
  • How much traffic does this influencer generate as a whole?
  • Does the influencer’s audience reflect your brand’s target audience?

Once you find your ideal influencer who checks all these boxes, it’s time to plan your outreach.

3. Prepare for Influencer Outreach

Before you send that DM or email, take a dive into the mind of the influencer.

Do your research.

What interests do they have? What was the meaning of their latest post? How can you introduce yourself in a way that will attract them to your brand? 

By paying attention to how your ideal influencer uses social media, you’ll be better equipped to propose the collaboration and communicate your brand values clearly and effectively. 

Engaging with your selected influencer on Instagram and other platforms before reaching out to them will also establish a positive relationship with them – possibly before you even formally reach out to them!

4. Be Aware of Potential Problems

Let’s be honest. If you follow the steps outlined here, your campaign should go off without a hitch.

But it’s important to be aware of all the potential problems that can arise from an Instagram influencer campaign so that you can steer clear of them. Here are a few pointers:

FTC Guidelines And Best Practices

Our biggest tip for you, regardless of your campaign choice, is to be well aware of the latest FTC guidelines, follow best practices, and be completely transparent in your communication with influencers. 

The legal aspect of Instagram influencer campaigns is tightening quickly, and it’s always a great idea to stay informed with the most up-to-date Instagram FTC guide!

Fake Followers And Bots

You can never be too careful!

True influencers will have an audience of engaged, authentic followers. Scope out the comment section of your chosen influencer to determine if their comments are genuine or suspicious.

More suspect comments will be very broad in nature—they usually don’t show any real connection to the account or the associated post. Generic comments like these are typically from an account that’s paid for followers.

A screenshot depicting an example of suspicious, fake comments under a user's Instagram photo.

Examining an influencer’s followers are also important, as it is very common to have botted followers. An example of a few bot accounts may look like this:

A screenshot depicting an example of bot followers or fake followers.

You’ll notice that botted accounts may have a display photo, a username, and possibly even some posts, but tend to have little to no engagement on their account.

It is also important to inspect the ratio of followers to likes, comments, and engagement.

If an influencer has over 100k followers, but only one or two authentic comments, it is likely that they purchased fake followers or used bots to grow their following.

5. Reach Out!

You’ve done your due diligence and planned out your campaign – let’s kick it up a notch!

It’s time to “slide into the DMs,” as the kids say. 

When it’s finally time to reach out, treat your chosen influencer with the utmost respect. Take this opportunity to clearly demonstrate how your brand aligns well with their mission or interests. 

Better yet, guarantee the influencer creative freedom in your campaign!

The influencer knows their audience better than you do. If you’ve made the right choice in your research, prep and outreach process, giving the influencer full creative licence will result in a campaign that’s built on trust and authenticity. 

We said it before and we’ll say it again: nothing beats #relatable. 

When crafting your outreach messaging, whether through email or direct messages, make sure to adhere to email etiquette; be concise and pique their interest!

Be sure to introduce yourself thoughtfully and make sure your message is personalized to who you’re reaching out to. Perhaps mention a recent Instagram influencer campaign that the influencer has worked on that you liked or comment on similar interests between the influencer and your brand.

Express to the influencer why you’d value working with them, and leave the conversation open ended. Pitch your ideal campaign collaboration, but give them the opportunity for input and to share their own ideas. 

Stuck on writing your message? Oberlo has a few great email templates for different types of influencer collaborations. Here’s an example of a product gifting template:

An email example of a template, used for product gifting, a form of instagram influencer marketing.

Even if the influencer is unable to collaborate with you now, chances are it could lead to projects down the road!

6. Follow Up

Don’t forget that this campaign will likely be an ongoing conversation between influencer and brand, rather than a one-off message.

Be open to questions and feedback from the influencer, and respond to their inquiries promptly.

Haven’t heard back from an influencer? 

Lee Vosburgh, an influencer, admits that she misses some direct messages from companies or brands because they get redirected into Instagram’s message requests inbox. 

Reaching out to influencers to pitch a marketing campaign through direct messages may be missed. A screenshot indicating how to access direct message requests on Instagram.

Don’t hesitate to follow up with them if you don’t get a response.

If they haven’t engaged with your numerous communication attempts, move on to other opportunities or other influencers. Thank u, next.

7. Seal the Deal

So, it’s official!

If the influencer agrees to your campaign, take the time to familiarize them with your brand and campaign KPIs or expectations.

Making sure you’re on the same page throughout the campaign is crucial to attaining your campaign goals!

Introduce them to your brand’s Instagram account, offer a thorough explanation of your mission with this campaign, and maybe even create a mood board to inspire your influencer. 

Ensure that all necessary contracts are signed, and take the time to check in with your influencer to see if they require any support in their content creation.

8. Launch Your Campaign

Now that the influencer is fully comfortable and confident with what’s in store, it’s time to launch! 

Kick off your campaign with posts from your brand’s account, share posts from influencers you’re working with, or more!

Again, giving the influencer creative reign is ideal, but consider throwing in a branded hashtag for the campaign itself or running associated promotional material across your brand’s socials while the campaign is running. 

An example of a campaign hashtag can be as simple as something like #tiff2019:

9. Track Your Success

Tracking engagement and metrics is the best way to measure the true success of your Instagram influencer campaign.

Keyhole helps you manage your influencers, keep track of the number of likes, shares, reach, and impressions your campaign generated, while also making recommendations for your next launch. 

Many brands prefer to measure their engagement rate to define campaign success, calculated as a percentage.

Engagement rate is a metric used to measure the success of Instagram influencer marketing campaigns. The formula to calculate the engagement rate is the number of likes and comments divided by the number of followers, multiplied by 100.

There are many different methods to tracking success. Another method is by using branded hashtags over the duration of the campaign, if you’re looking to solely measure active participants in the launch. You can also track if there was an increase in followers or page traffic to the company’s Instagram page. 

How you decide to track your success is in your hands!

10. Keep in Touch

Don’t be a stranger!

It’s always a good idea to stay in contact with the influencer after the campaign is over to provide an open door and maintain a positive relationship. Who knows—if all goes well, you might want to work with them again in the future!

Cultivating relationships will benefit you in the long run for your Instagram influencer marketing strategy moving forward. They may also be able to refer you to other key influencers within your space!

Power Your Instagram Influencer Campaign with Keyhole

While it may appear to be a straightforward photo and video sharing platform, Instagram has a ton of untapped marketing power. 

A lot of work goes into influencer marketing for Instagram—from doing your research, to staying up to date on best practices, to effective communication with your chosen influencer—and that’s all before you even launch the campaign! 

With these newfound tools in your toolbox, now is the perfect time to jump on board and get started with your very first Instagram influencer marketing campaign. 

Ready to get started? Get your FREE trial with Keyhole today.

The Top 16 Facebook Analytics Tools for Marketers

Top 16 Facebook analytics Tools

Updated on September 2019: this new Facebook Analytics tool list covers now 16 tools

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

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

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

Jump Links to the 16 Facebook Analytics Tools:

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

1. Keyhole

Keyhole_Dashboard_Instagram_August2019
Sentiment-analysis-audemars-piguet-aug2019
Optimal-post-time-audemars-piguet
optimal-hashtag-audemars-piguet

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

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

Give Facebook account tracking with Keyhole a shot here

Price: Starts at $179 USD per month

2. Brand24

Brand24-screenshot-sept2019

Try Brand24 to track metrics surrounding conversations across Facebook. It gives a stream of your company’s mentions, but the tool’s analytical value lies in the measurement of these mentions. For example, it quantifies sentiment and the influence of individual users. It also has a discussion volume chart, illustrating spikes and drops in mentions. This helps you visualize the popularity of events and social campaigns.

Price: $49 – $399 USD per month

3. Brandwatch

Brandwatch_screenshot_july2019

Use Brandwatch to analyze a page’s fan base. Able to track data pertaining to any public page, the tool offers audience analytics such as gender, location, profession and interests. Along with mention volume and sentiment, the tool monitors what audience members are sharing to uncover popular topics. You can use this information to inform your Facebook content strategy, possibly giving you more ideas to post about.

Price: Contact Brandwatch to discuss a unique plan

4. Buffer

buffer-screenshot-sept2019

Try out Buffer if you need a scheduling tool with complementary analytics. It informs your Facebook strategy by offering basic post metrics, such as engagement, for updates you make through the tool. Based on this data, Buffer identifies your top post each day. To replicate its success, you can model future updates on its content type and posting time.

Price: From $50 USD per month

5. Mention

Mention_screenshot_july2019

Sign up for Mention to access its library of historical data, which updates every minute. In a variety of charts and graphs, it illustrates page analytics such as sentiment, engagement and demographic information — ranging from age to ethnicity. Like some other tools on this list, you can access data for any public page.

Price: Free – $600+ USD per month

6. Cyfe

cyfe-screenshot-august2019

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

Price: Free – $89+ USD per month

7. Facebook Insights

Facebook Insights - Top 20 Facebook Analytics Tools

Stick with Facebook Insights if you’re uncomfortable using or paying for a third-party tool. Available for each page you manage, it has basic — yet essential — metrics such as page likes and actions. Differentiating between paid and organic, you can get standard post data — reach, impressions and engagement. It also offers fan demographic information, including gender, location and language. Due to its range of metrics, some tools on this list integrate with Facebook Insights instead of offering unique data points.

Price: Free

8. Oktopost

Oktopost_screenshot_july2019

Quantify the financial impact of your social media strategies using Oktopost. The tool tracks conversions while identifying channels and messages that drive financial actions on your website. For example, it allows you to confidently say “this new customer came from our latest Facebook post.” Oktopost also uses engagement data to pinpoint the best posting times, allowing you to publish through its dashboard.

Price: Contact Oktopost for custom pricing

9. quintly

Quintly_screenshot_july2019

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

Price: Starts at $300 USD per month

10. Rival IQ

RivalIQ_screenshot_july2019

Use Rival IQ — another competitive benchmarking tool for Facebook — to track opposing brands and measure your performance against theirs. Prioritizing growth, the tool records how audiences change on weekly, monthly, quarterly and annual bases. By giving you access to historical data, you can correlate audience size fluctuations to major events and business cycles. This pinpoints when rival are expanding their fan bases.

Price: $199 – $499 USD per month

11. SharedCount

sharedcount-screenshot-sept2019

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

Price: $40 – $640 USD per month

12. Socialbakers

SocialBakers_screenshot_july2019

Try Socialbakers if you need a comprehensive dataset above all else. The features include custom benchmarking and competitive analysis, allowing you to create groups to track your Facebook performance against. The tool also differentiates between paid and non-paid content when measuring post performance. And of interest to companies with a worldwide presence, Socialbakers can segment data by individual brand and country.

Price: from $200 USD per month

13. Sotrender

Sotrender-screenshot-sept2019

Collect metrics from any public page in a single dashboard with Sotrender, allowing you to measure your performance and research competitors. On top of audience demographic information, the tool offers data such as post reach and impressions. You can see how these metrics vary between update types, including ones that have photos, videos and just text. Using the numbers it tracks, Sotrender makes suggestions about when to post and which kinds of media to use.

Price: $50 – $390 USD per month

14. Sprout Social

SproutSocial_screenshot_july2019

Choose Sprout Social to monitor the numbers behind different Facebook pages in one dashboard. As well as an inbox that brings messages from all pages into a filterable stream, you can access data visualizations for post metrics such as impressions and engagements. The platform also tracks page data, including fan growth. You can export these analytics to PDFs and CSVs.

Price: Custom pricing for Analytics Suite

15. SumAll

sumall-screenshot-sept2019

Connect unlimited Facebook accounts to SumAll. This feature, along with reports to which you can add your logo, make it an ideal analytics tool for social marketing agencies. SumAll focuses on goal setting and completion, charting your progress with standard growth and engagement metrics. You can set the tool to send emails summarizing this data, helping you stay on top of different accounts you handle.

Price: Free

16. Unmetric

Unmetric_screenshot_aug2019

Use Unmetric to guide your growth strategy through its reporting and historical analysis features. Containing Facebook Insights data, it emails you Excel and PowerPoint reports depending on the frequency you set. The metrics can be up to four years old, helping you find out how well past strategies worked for you and your competitors. Unmetric also separates paid from organic numbers when analyzing posts for standard metrics such as engagement.

Price: Custom pricing

The Final Verdict About these Facebook Analytics Tools

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

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

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


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

11 Proven Tips To Get More Instagram Followers In 2019

How to increase Instagram followers 11 proven steps in 2019

How do I increase my Instagram Follower? It is a very frequently asked question among the users.

With 1 billion active users, Instagram is a great place to be at right now.

The problem?

There are so many amazing creators out there, that you can spend countless hours trying to create content of value and still stay under the radar.

That’s right, just working hard is no longer enough.

You also have to work smart, which means to learn and do the things that play well with Instagram’s algorithm, and turn it from your biggest foe to your best ally.

So, are you reading this because you’re just starting out and could use some help? Or, have you been around for a while but your Instagram follower growth seems to stall and you’re looking for a way to boost your numbers?

Regardless of where you currently are in the Instagram landscape, below you’ll find 11 proven tips which will help you to blow up your Instagram follower and create a tribe of loyal fans who engage with your posts.

Let’s jump right in.

Jump Links:

1. Work on your aesthetics
2. Show personality
3. Be consistent
4. Optimize your name
5. Take advantage of Instagram stories
6. Always use geolocation
7. Let’s talk about hashtags
8. Get in engagement pods
9. Capitalize on saves
10. Host giveaways
11. Engage

Final notes

1. Work on your aesthetics

We had to start with the obvious.

Your feed needs to look good and provide value in your niche, for people to feel the urge to follow you.

If your Instagram is filled with personal content, choosing a set of similar filters or presets and creating a flow by color coordinating your photos will ensure your feed’s easy on the eyes. 

irinahp-instagram-profile-screenshot

But what if you’re a business and you’re mainly publishing quotes and tips? 

You can still find your aesthetics, just think of Instagram as an extension of your branding.

@foundr and @berlinartparasites are two great examples to illustrate this point.

2. Show personality

If people decide to become and stay your followers, they’ll do so not just because you’re posting valuable content, but because they also like your personality and the fact that you’re connecting with them on a deeper level.

picture containing indoor

Instagram allows you to share your thoughts and showcase your personality in the description of every image you post.

Use it wisely, and in no time, you will have thousands of Instagram followers who loves not just your content, but you, as a person, as well. 

3. Be consistent

I know, I know – you’ve heard this one so many times before.

But that’s because it’s true!

Many people don’t make it on Instagram and social media in general, because they give up before they accurately target their audience and before they find the approach that works for them.

That doesn’t mean that you should publish an image every day. 

For some brands and creators, every day works. 

For others, ten times a day works even better. 

And then, there are some that see the greatest impact when they post once a week.

Instagram post consistency
photo: keyhole

The only way to find out what works for you and your audience is to play with it. 

But regardless of the frequency of publishing content, you need to stay consistent.

So, if you’ve decided to publish every week, make sure that you show up every week. 

No excuses. 

Allowing your audience to know what to expect from you will create a sense of accountability and trust. And this, as you may already know, is the foundation of every great relationship.

Extra tip: I know that it can be hard to keep up with social media when you’re doing a lot of different things, so my best tip to you would be to check out some of the scheduling tools for Instagram that allow you to automate the process and ensure that you stay active even when you’re running short of time.

The best way to be consistent is by scheduling your Instagram post

Instagram post scheduler

4. Optimize your name

I’m surprised that not a lot of people talk about this tip, especially since SEO is such a popular topic right now.

You see, Instagram has its own Search option, and what I always recommend is for users to optimise their profiles so that they show up in the results.

So instead of just writing your name in the Name tab, also add what you do. 

Let’s say I want to show up when a user searches for a copywriter.

In this case, I’ll edit my name so that it looks like this:

Optimizing name in Instagram

And then, I’ll perform a quick search of my wanted keyword to see how I rank… 

… and voila: there I am:

Optimizing nInstagram name search functioname in Instagram

Cool, right?

5. Take advantage of Instagram Stories

Ever since Instagram introduced the Stories feature, they’ve become the go-to place for a lot of Instagram users and creators. 

katie one travel blog Instagram story

Stories are great because first they are designed to start interactions and boost engagement – be it using polls, questions, or by the possibility to “react” to a story…

… and second, stories are raw, genuine, and allow us to peek behind the curtain. 

We all know that life’s not Instagram and that everyone publishes only photos that are in alignment with their niche, and stories allow us to see everything in between.

Check out how this travel blogger lets us into the ‘not so glamorous’ parts of her life:

katie-one-travel-blog-instagram-story

The more you use this feature the more your Story viewers will end up on your Instagram profile, and if you’ve done everything else right – a lot of them will probably turn into followers, or if they’re already following you, become loyal fans.

For more info on how to use Stories to boost your marketing, see here: Instagram Stories: 16 Killer Tips to Stand Out in 2019

6. Always use geolocation

Every time I post a photo, I make sure to include my location. 

Over time I’ve found that many people can find me this way – just by the location where the photo was shot.

Instagram geolocation

Extra tip: Add the location at the same time when you’re posting the photo, in order to show up in the Recent tab of the location explore page, and boost your chances of showing up in the Top tab.

7. Let’s talk about hashtags

Always. Use. Hashtags.

I mean it. 

Using hashtags will allow you to reach a huge pool of potential followers!

Still not convinced?

Take a look at the insights below:

Instagram reach vs impression through hashtags

These insights are from a photo where I didn’t bother to use hashtags. 

4000 is still a decent number since I didn’t use a location or description either. But who knows how high this number could be if I did everything correctly?

Now, with one of my recent posts, I made sure to do everything right, and I’ve managed to reach almost 30 000 people and boost my engagement rate to nearly 20%, all because of hashtags!

Instagram reach vs impression through hashtags 2

For this tip to be effective, you can’t just add #whatever #hashtag #comes #to #mind.

Here’s how to play hashtag game right:

  • Mix the size of your hashtags

A lot of users’ first instinct is to go for the most widely used hashtags, like, say, #travelgram (107M posts).

But guess what? 

When you compete with millions of other users, your content will likely get pushed down and never reach the hashtag’s explore page.

What you want to do instead is to make sure that only 20% of your hashtags are big ones. 

The other 80%? 

Go for niche to medium hashtags that are relevant to your community.

The great thing about niche hashtags is that they are followed by people that are genuinely interested in such content. 

As a result, the chances of these people visiting your page, engaging with you and become your followers will be much higher as opposed to just using generic hashtags.

  • Switch up your hashtags

Another important thing to note is that finding one set of hashtags that works for you is not enough. 

Using the same hashtags on every photo you post can only work against you.

To avoid your posts being marked as spam, make sure to create a couple of groups of hashtags using the 80/20 rule that I mentioned above, and then rotate them as you publish new posts.

Did you knowInstagram Creator Account breaks down post to post analysis, reach, impressions and engagement.

8. Get in engagement pods

Engagement pods are a public secret – a lot of Instagram users enter engagement pods on Telegram to exchange likes and comments and make their Instagram appear more popular than it is.

Engagement pods feature

This, however, is not a sustainable strategy, as the exchange of likes is usually done by bots, so although engagement pods can give you real likes, they can’t help you achieve your ultimate goal, and that is for your content to matter, and for your Instagram to grow.

That said, there is a way to use engagement pods to boost your Instagram growth: find creators within your niche and connect with them to create a support group. 

These pods are usually created directly on Instagram (in DMs).

Here’s how they work:

When a member of the group (usually it’s up to 15 members per group) posts a photo, they let the other members know. 

Then, all the members will engage with the post as soon as possible. Usually, this means liking the post, leaving a comment and as of recently, saving it.

These kinds of pods work because the group is small and all the members are handpicked, so you can be sure that the engagements you get are genuine. 

The goal of these engagement pods is not to boost the number of your likes, but to maximize your chances of showing up on the explore page, by immediately engaging with your content and showing Instagram’s algorithms that your post is relevant within your niche.

9. Capitalize on saves

Saves are the hot new engagement metric everyone talks about.

When someone saves your content, it shows that it’s relevant and valuable, so Instagram will likely push your posts on the explore page and enable you to reach more people.

Instagram post save

To ensure you get saves,

  • Ask your supporters within your niche (the members of the Instagram pods you’re in) to save your posts
  • Ask your close family and friends to always save your posts, and finally,
  • Include strong CTAs in the description of your published content asking your audience to save your posts. 

Of course, just asking won’t do – you need to show what the audience would get if they went ahead and saved your photo.

Let’s say, for example, that you’ve just traveled to Hong Kong, and found a really nice restaurant.

In your post, you can talk about how amazing this restaurant is, and then ask your audience to save it, to make sure that on their next visit to Hong Kong, they don’t forget to visit this venue as well.

10. Host giveaways

There’s nothing that gets people’s attention faster than free stuff!

Giveaways are a great way to spread the word about your Instagram presence and get new followers. 

Here are a couple of the most common giveaway rules:

  • Require users to follow you in order to be eligible to enter the giveaway
  • Ask users to follow the company that sponsors your giveaway (this one’s used if you’re a creator and the giveaway is in a partnership with a business that provides the product that you’re giving away).
  • Ask users to like and comment on your photo. You can get more specific about the comments, asking users to either comment with their favourite emoji, write something, or tag a friend.
siggisdairy give away Instagram post

Always make sure that you explain the rules of the giveaway and when and how the winner will be chosen. 

11. Engage!

We’ll finish with the oldest rule in the book: 

If you want to get something, you need to give something in return.

Or in this case, if you want engagement, you have to give engagement back.

Take some time every day to engage with your community. 

Like photos and leave thoughtful comments that show you’ve seen and read the content.

Engage with followers

A lot of these people that you engage with, will visit your profile and if they enjoy what you do – they’ll likely become your followers.

Another great tip is to engage with your competitor’s community. 

Take a look at the users that like and comment on your competitor’s photos. 

These are the people that are already interested in products, services, and content similar to yours, so by engaging with them you’re letting them know that you exist and that you can offer exactly what they like. 

Last Notes

In 2019, the battle for attention on Instagram has grown ever stronger. 

The only way you can grow your Instagram followers in 2019 is if you focus on these key takeaways:

  1. Get your name in front of as many people as possible by using geolocation and hashtags
  2. Stay consistent by finding a publishing schedule that works for you and your audience
  3. Make people like you by showcasing your personality and valuable information or everyday details in the description box under each image
  4. Connect with your peers and build a strong support community that will be the first to engage with each one of your posts (and vice versa)
  5. Engage with your community to show them that you genuinely care about making a connection
  6. Be generous with your followers and give them the opportunity to win stuff for free

Oh, and one last thing: 

Don’t forget that we’re all on social media to get inspired and be amused, so make sure that you have fun while doing all of the above.

Because, if you don’t truly enjoy creating your feed, you can’t expect others to enjoy spending their time on it.

Top 15 Hashtag Analytics Tools

In a world with an overflow of information, setting up a social media campaign can be just the beginning of a complex process which consists of constant monitoring and evaluation of the audience’s needs and preferences and adjusting your efforts according to the gained insights.

Sounds challenging, doesn’t it?

Well, this process is made extremely easy with the right tools.

And luckily for you, there are a bunch of tools on the market created to make things a whole lot easier for you.

However, we will talk about the tools that can make your social media campaigns more effective a bit later in this article.

First, let’s cover the very reason these tools exist in the first place:


Jump Links to the 15 Hashtag Analytics Tools:

1. Keyhole
2. Hashtagify
3. Agorapulse
4. Mention
5. Brand24
6. Union Metrics
7. Twitter Binder
8. Sprout Social
9. Talkwalker
10. Display Purposes
11. RiteTag
12. Twubs
13. Socialert
14. Social Studio
15. BrandMentions


Hashtags and Their Significance

You’ve heard about hashtags, right? Of course, you have.

In fact, we bet that you’ve not only heard about them, but you use them quite often as well.

But, whether you use them or not is not even our question: in this post, we will not talk about the “if” – we will talk about the “how.”

By now, you might wonder what can be so complicated about #HowToUseHashtags that we have decided to dedicate a whole article to the topic.

Believe us, you are in for a surprise.

Hashtags are essential for creating a successful marketing campaign, as they label the content and are used to increase brand recognition.

They empower social media users to efficiently structure data, filter out all the irrelevant information and get exposed only to the content they are interested in, which consequently means that companies can make sure that they are reaching their target audience, and not wasting their efforts.

Apart from helping you get discovered, dedicated hashtags can also give you a real-time overview of the user-generated content as it is shared on social media.

Using hashtags is a win-win situation for both companies and the audience.

The problem is that not all companies and social media users fully leverage the power of hashtags. Statistical data shows more than a third of the companies that use social media as a part of their marketing strategy do not, in fact, track the effects of their activities.

This puts them in an unfavorable position since they are not taking advantage of the opportunity to optimize their campaigns to get better results.

However, it is important to note that these companies do not track the effects of their marketing efforts not because they do not want to, but because they are either not aware that they can, or they do not know how to do it.

If your case is similar to the ones we mentioned – do not despair; all you need to start is a detailed, comprehensive overview of the available tools and the way you can use them.

Which is where we come into play.

The Need for Hashtag Analytics Tools

Occasionally, a new trend emerges in the market and creates both opportunities and issues. As a result, a need for products that will enable users to use the opportunities and give them solutions for the problems they face arises as well.

The good news is that along with the demand for solutions, the supply increases as well.

The bad news is that, in situations when one is faced with endless options, making the right choice is much harder.

Knowing how confusing it must be when every emerging tool promises you stellar results, and not many of them deliver on their promises, we decided to do the hardest part of the job for you: list the most widely used legitimate hashtag tools and break down their features as well as the results you can expect.

What Can Hashtag Analytics Tools Do For You?

Using hashtag analytics software, you can analyze the metrics for the hashtags you use, and if and how the customers react to them. Monitoring your results in real-time allows you to discover the best practices in your industry and to tweak the content for it to appeal more to your target audience, which of course, translates to better results.

Basically, the need for using hashtag analytics comes down to the following several points:

  • You can discover current trends in your industry
  • You can track your hashtag supported marketing campaigns and analyze the audience’s engagement
  • You can track the positive and negative mentions containing your hashtags (sentiment analysis), and react accordingly
  • You gain insight into the current brand awareness levels
  • You can identify influencers relevant to your business as your potential brand ambassadors

Although most of the tools currently available will give you these basic insights, not every tool will be suitable for your individual case.

Let’s take a brief look at the differences.

Top Hashtag Tracking Tools

Out of the many tools available on the market, we picked the 15 hashtag analytics tools that have the best track record so far.

Let’s dig into the details!

1. Keyhole

Screenshot_keyhole_new_design_20190709

Keyhole is the front-runner among social media analytics tools for a reason: it provides in-depth data analysis in an easy to understand manner.

It is an all-in-one solution that:

  • Tracks of your campaigns’ reach and impact in real-time
  • Monitors the brands in your industry and your top competitors
  • Notifies you of both the positive and the negative mentions of your brand
  • Gives you valuable insights on your events
  • Provides you with tools that you can use to keep up with trends, research your industry and find out your customers’ needs

All of the insights above, no matter how advanced, are presented in simple reports that everyone can understand, regardless of their previous experience, which makes them practical and actionable.

But, although Keyhole offers various benefits, the best thing of all is that the tool does not only helps you track your current results but gives you recommendations on how you can optimize your posts and improve your results.

Pricing starts at $179/month

2. Hashtagify

Hashtagify_screenshot_aug2019

Just like Display Purposes and RiteTag, Hashtagify allows you to quickly find relevant hashtags connected to a particular keyword you enter. You can check the popularity of each hashtag of the results, displayed in a mini report. It’s also possible to save your searches if you login. Of course these basic features are offered for free, while the pro version offers a more in-depth hashtag analysis.

Pricing: Freemium

3. AgoraPulse

Agorapulse_screenshot_july2019

AgoraPulse is primarily a platform that simplifies the management of your social media presence, and secondarily a way to track your performance. The tool shows you all conversations connected to your pages on different social media platforms in a single dashboard, which makes following and appropriately reacting to all comments and mentions of your brand a breeze. With AgoraPulse you can also track the number of times your content has been shared, its reach, as well as influencers who could potentially be beneficial to your brand.

Pricing starts at $39/month

4. Mention

Mention_screenshot_july2019

Mention is a platform that empowers businesses to monitor their performance and the trends in their industry. The platform covers information available in over 40 different languages and exports the gathered data in segmented and understandable reports.

So, Mention is not only a tool that analyses social mentions across various platforms, but it is an analytics tool that allows users to track their activities, the results from those activities, and discover influencers who can help their brands reach a wider audience.

Pricing starts at $29/month

5. Brand24

Brand24_screenshot_july2019

Brand24 is a social media monitoring tool that tracks and analyses the mentions of your dedicated hashtags across various forums, websites, blogs, social media platforms et cetera. The data is gathered and presented in a comprehensible chart, that gives you a glimpse not only of the performance of your hashtags, but of the influencers that have been talking about your brand as well.

Pricing starts at $49/month

6. Union Metrics (Previously TweetReach)

Union Metrics is an easy to use tool that gives you an insight into the exposure and impact of your tweets, along with the discussions your brand is a part of. Its simple interface and affordability makes it suitable not only for businesses, but for individuals who want to get a glimpse of their position in Twitter’s world as well.

Pricing starts at $49/month

7. Twitter Binder

Twitterbinder_screenshot_aug2019

TweetBinder is a tool for everyone who wants to analyze the hashtags they use in their Twitter and Instagram campaigns, to research the users involved in the discussions connected to those hashtags and see their reach and overall influence. TweetBinder groups similar conversations and allows you to filter the results to gain a better perspective of the current situation.

Pricing starts at $79/month

8. Sprout Social

SproutSocial_screenshot_july2019

Sprout Social is a social listening platform that promises to improve communication between businesses and their customers by offering solutions related to:

  • Social media management
  • Social media marketing
  • Social media analytics
  • Social customer service

Pricing starts at $99/month

9. Talkwalker

Talkwalker_screenshot_aug2019

Talkwalker is a marketing tool that allows users to analyze their performance on various social media sites in real time, follow the trends in the industry, and later optimize their performance according to this information. The tool uses sources in 185 languages and is equipped with an automatic translation which makes it easy to follow data coming from different parts of the world. Another useful feature is the text and image recognition which allows users to get insights based on the position of their logo on social media.

Pricing starts at $500/month

10. Display Purposes

Display Purposes_screenshot_aug2019

If you are looking for a tool that can analyze your campaigns and produce extensive reports on the impact of your hashtags, Display Purposes is not for you (nor is any other free tool). However, if you wish to find out the relevant hashtags for your photos that can bring you greater reach, then look no more. Incredibly simple to use, Display Purposes will show you the best hashtags for your needs weighted against various factors such as location, language etc. Also, junk and generic hashtags are filtered out, which leaves you with only those that give your photos an actual chance to be seen.

Pricing: Free

11. RiteTag

Ritetag_screenshot_aug2019

RiteTag is a hashtag monitoring tool that allows users to check which hashtags they should use if they are to make their content as discoverable as possible. It shows the trending hashtags, popular accounts that use them, and evaluates the hashtags you use rating them as great, good, unused or overused. It is a simple and self-explanatory tool that anyone can use. The only problem is that just like other free tools, it is mainly focused on showing the frequency of usage of a particular hashtag, than digging into actual analytics.

Pricing: Freemium

12. Twubs

Twubs_screenshot_aug2019

Twubs is a tool that Twitter enthusiasts find particularly useful, as it is both a hashtag directory that aggregates all keywords related to a particular topic, as well as an engagement tracking tool. Twubs not only enables you to follow and analyze the conversations related to your brand, but it also allows you to register your own hashtag and create a landing page related to it, which you can use to host chat sessions and to display discussions from the Twitter chat.

Pricing: Freemium

13. Socialert

Socialert_screenshot_aug2019

Socialert is yet another tool that allows you to monitor your hashtags, their impact across different social media platforms and find active users that you can use to spread the word about your brand. All of this information can help you find out the preferences of the public, and create more engaging posts.

Pricing starts at $9.95/month

14. Social Studio

Social Studio is one of the products of the Salesforce Marketing Cloud that enables businesses to closely follow the needs and reactions of their customers, to optimize their offerings, and increase their ROI. Apart from a way to communicate with the audience, Social Studio is also a collaboration software that lets businesses organize their teams and content on various platforms.

Pricing: Tailored according to the features the business needs.

15. BrandMentions

Brandmentions_screenshot_july2019

BrandMentions is another Social Media Analytics tool which can do brand monitoring, reputation management, business intelligence to competitor spying. This tool provides you with relevant information about the metrics of your brand awareness campaigns.

Pricing starts at $49 and goes up to $299 USD per month for each user


Final Notes

If you read the list and all the descriptions of the tools we covered, then you probably noticed that most of them offer similar features. The difference is the details they provide and accordingly – their price.

But, which one should you choose?

If you are an individual that wants to increase his or her reach, then we suggest you start with the free tools that mainly show you a way to get on the social media “map”.

If you are a business, on the other hand, a free, basic tool won’t do – if you want to improve your performance, optimize your offerings and create better communication with your customers, you simply have to pay for a tool that offers more features and provides more detailed reports. Believe us, the cost will be inconsiderable when you compare it to the value the gathered insights bring to your business.

However, note that every business is different, so ultimately, no list or article could tell you with complete certainty which tool will fit your needs best – if you want to find The One for you, the best you could do is try out a couple of tools and see for yourself which one you are the most comfortable with.

In fact, most of the tools available on the market are aware of this fact, which is why they offer free trials.

So, go ahead and test the waters of a couple of these tools, after which you can decide if you want to stay their customer, or you’d rather find another place to “bathe in”.


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.

Instagram Stories: 16 Killer Tips to Stand Out in 2019

Instagram Stories: 16 killer tips to stand out in 2019

Want to learn how to make Instagram Stories part of your marketing strategy?

In this guide, we’ll give you 16 highly actionable tips for making Instagram Stories that will boost your business.

We’ve found tons of great examples of businesses producing great stories, and we’ve boiled them down into simple tips.

We’ll also cover how to measure the impact of your stories using social media monitoring tools and Instagram Analytics.

Let’s get started.

Jump Links:

How to use Instagram Stories
Why should you use Instagram Stories
Use hashtags
Use emojis and stickers
Use polling and questions stickers
Repost UGC (user generated content)
Use branded fonts and color
Keep it simple
Post a combination of photos and videos
Mix of sound/no-sound
Tell a story by linking post together
Use highlights to your advantages
Go behind the scene
Be authentic
Be engaging right away
Swipe Up
Collaborate with Influencers
Promote Your Stories
3 ways to track Instagram Stories
Instagram Insights
Facebook and Instagram Creator studio
Third Party Instagram Analytics tool
Conclusion

How to Use Instagram Stories

Instagram stories are full-screen vertical photos or videos with a maximum length of 15 seconds.

Instead of appearing in the main feed, stories appear as tappable circles at the top of the home screen, with a pink and orange circle outlining new stories.

Instagram story feed

Tapping a user’s story will play all of their active stories in chronological order, from oldest to newest. You can tap the right or left edge of a story to quickly cycle through them.

The biggest difference between an Instagram story and a typical post is how long it appears for—lasting for only 24 hours at a time (making them extra tempting to watch!).

There are also no likes or public comments on a story. Reactions appear as private messages.

Instagram story private message

Instagram introduced insta-stories in August 2016, later adding live stories in November 2016.

Why Should You Use Instagram Stories?

If you’re a digital marketer, you may be asking yourself why you would choose to use an Instagram story over an evergreen post that may have a better chance at making a lasting impact.

But the data shows that users are flocking to stories.

On top of that, many businesses are yet to start using stories to their advantage, presenting a big opportunity for those willing to jump on board.

Here are some stats that should convince you to hop on the bandwagon:

Instagram story statistics
  • 1 in 3 of the most-viewed stories are from businesses
  • 15-25% of Instagram story watches result in an interaction (Source: Various)

Convinced you should pay attention? We are!

Let’s jump into actionable tips for how to use them.

16 Tips for Using Instagram Stories

Here are our top tips for getting the most out of your business’s Instagram stories:

1. Use hashtags

Just like a typical Instagram post, you can use hashtags in your Instagram stories. 

By using hashtags in your stories, users will be able to click through to see other content used on that hashtag. This is a great way to bring stories into your hashtag marketing strategy.

Using hashtags in your story also lets your audience know which hashtags they can use to participate in the discussion, which drives more user generated content (more on that later).

Example: For their Pride campaign, Starbucks shared stories of LGBTQ activists, and then asked their followers to share their own stories using the #ExtraShotOfPride branded hashtag.

Starbucks instagram story hashtags

2. Use emojis and stickers

Emojis and stickers are a fun way to brighten up your Instagram stories and increase engagement. 

They’re a quick and easy way to show off your brand’s personality.

Pro tip: Did you know you can even create custom GIFs to use as stickers? If your brand is big enough, you can apply for Giphy Brand Channel, which allows you to create branded GIFs and stickers for anyone to use.

Example: In addition to creating stunning video campaigns, Airbnb uses emojis when they need to break up text-based calls to action.

AirBnb instagram story emojis and stickers

3. Use polling & questions sticker

Who can resist giving their opinion?

By adding polling or question stickers to your story, you’re opening the door to instant engagement.

Allbirds q&a  sticker instagram stories

Polls and questions also allow for quick market research—giving you direct answers from your customers in seconds.

Example: Shoe brand Allbirds uses their stories to let their customers ask questions they have about their shoes.

Allbirds polling instagram stories

4. Repost UGC (User Generated Content) 

The most efficient way to create content for your business is to have your customers do it for you.

By using calls to action like “Caption this,” “What’s your favorite…” or “Share your…” your followers won’t be able to resist responding. Then, you can repost that content on your account.

Glossiers UGC instagram stories

You can also repost or shout out mentions of your brand or people who use your hashtag.

When your audience knows there’s the chance that they’ll receive a shout out in your story, they’re way more likely to want to mention your brand in the future.

Example: The beauty brand Glossier does roundups of the best UGC of the week.

Glosiers UGC instagram stories

5. Use branded fonts & colors

Every story is a branding opportunity.

Don’t pass up the opportunity to build brand awareness by using your own fonts, colors, and logo.

If the default fonts don’t cut it, there are plenty of apps out there that let you easily brand your posts. Over is a great option.

Example: For many of their stories, Disney uses their own iconic fonts that their audience already recognizes.

Branded fonts and color use in Disney's Instagram stories

6. Or just keep it simple

Sometimes, a photo and text is enough. Don’t avoid posting Instagram stories just because it’s more time consuming to add custom imagery.

Simple instagram stories

Even if you’re tight for time, the important thing is to post stories consistently, letting your audience know you’ll always be a reliable source for content.

Example: Beardbrand often promotes its products with simple photos and text, showing the products in a real life context.

Beardbrand instagram stories

7. Post a combination of photos and videos

Experiment with your content!

While videos typically result in more engagement, by posting a variety of photos and videos, you’ll be able to keep your audience on their toes.

Posting different types of content also lets you test out which types of posts get the most engagement with your specific audience.

Example: To promote their clothing, Forever21 posts a combination of photos, videos, polls, graphics, and more. Sometimes all 4 in the same post.

8. Mix of sound/no sound

According to Likeable, 60% of Instagram story video posts are played with the sound on

And with the rising popularity of TikTok, people have proven that they love to watch videos with the sound on.

So—when putting video stories together, you should experiment with a mix of videos with or without sound.

And if you do use sound, consider using a “Sound On” sticker.

Example: To show off their supporters singing after a big win, Liverpool FC made sure to use the “Sound On” sticker.

9. Tell a story by linking posts together

Don’t feel the need to keep your stories isolated to single 15-second vignettes.

You can record videos longer than 15 seconds and they will automatically be split into several stories.

Or, use a string of stories to string a narrative together. We recommend making a single thread no longer than 7 stories, as people’s attention will start to drop off.

Example: National Geographic Channel will use strings of videos together to promote their TV shows.

10. Use Highlights to your advantage

Instagram stories may only last for 24 hours, but did you know you can pin stories to the top of your account profile?

Highlights are a useful way to preview the type of content you post on your account or to showcase your best stories.

Brands can use these Highlights to showcase their top products, upcoming events, or show off their top influencers.

Example: Realtor.com starts their Highlights with their iconic red imagery as an extra branding opportunity.

realtordotcom instagram story highlights

11. Go behind the scenes

Another easy way to generate engaging content is to give your audience a look “behind the scenes.”

Many brands use their Instagram stories to show people content that they won’t be able to find elsewhere.

That could be a quick, candid interview, a quick shot of your office, or a live-on-location video during an event.

Example: To promote their show Extreme Makeover: Home Edition, HGTV posted a bunch of behind-the-scenes footage on their Instagram stories and with their hashtag #HGTVExtreme.

#HGTVExtreme instagram stories

12. Be authentic

Most importantly: be authentic.

Audiences on social media now demand relatable content with everyday people. Put real employees in front of the camera, and be your authentic selves.

Your people are what will sell your brand.

Example: In addition to clips of his TV appearances, celebrity doctor Doctor Mike posts fun videos showcasing his personality. For example, reacting to a surgery performed on the fictional TV show Grey’s Anatomy.

13. Be engaging. Right away.

Instagram users will only spend 1-2 seconds watching a story before deciding to tap on to the next one.

Don’t bury the lede. Make sure your video is engaging right from the first two seconds. 

And if you’re talking to the camera, look straight into the lens. Just like in real life, eye contact is the best way to engage people.

Example: In their ad for Doggo Ramps, Crusoe the Celebrity Dachshund starts with an adorable closeup shot of Crusoe instead of leading with their ad copy (that comes at the end of the video).

Doggoramps instagram stories

14. Swipe Up

If you’re lucky enough to have a verified business account, or at least 10,000 followers, you’ll unlock the ability to post “Swipe Up” posts.

In these posts, you can prompt users to swipe up, which will send them to a targeted landing page. 

This can be a link to your blog or website, resulting in instant conversions.

Example: Apple Music promotes music releases by having artists tell you to swipe up to listen to their new songs.

Apple swipe up

15. Collaborate with influencers

Don’t forget to involve your influencers in your Instagram stories.

One popular way to incorporate influencers is to do a 24-hour Instagram takeover, where your collaborator posts “live” videos on your account for a day.

Example: Nike’s highlights showcase all of the top athletes they sponsor.

nike influencer collaboration

Related reading: Influencer Marketing: An Expert Guide On Marketing’s Next Big Thing

16. Promote your stories

If you need more reach on your Instagram stories or are looking to grow your follower base to reach that 10,000 follower threshold, you can also pay for promoted Instagram stories.

These can be set up in the Instagram ad manager, like a typical Instagram ad.

Stories offer more calls to action and engagement opportunities than typical ads, so definitely check them out if you have the budget.

Added Bonus: Use Instagram’s New Story Layouts

Jane Manchun Wong recently discovered that Instagram is about to roll out a new story camera user interface, as well as new Boomerang options.

According to Wong, Instagram will be releasing 6 new camera options and 5 (or potentially 6) new forms of Boomerang.

In the new story mode Instagram is revamping the boomerang to make it more cooler.

Instagram is also bringing layout for stories. Users will have different layout to work with. Users can add pictures from camera roll or by using story camera.

Once it rolls out you can leverage this new story mode and make your story stand out and appealing.

3 Ways to Track Your Instagram Stories

As with any part of your marketing strategy, you’ll of course want to be able to measure the success and ROI of using Instagram stories.

Here are three ways you can access your Instagram story analytics:

1. Instagram Insights

To use Instagram’s native story-tracking features, you’ll need to set up an Instagram for Business or an Instagram creator account.

Once you’ve set up your business profile, click “Insights” at the top right corner.

Instagram insights

Here, the “Content” tab will give you analytics for both stories and posts, including:

  1. Interaction metrics: Shares, replies, profile visits, or sticker taps
  2. Discovery metrics: Impressions, follows, and navigation (e.g. taps back/forward)

Bonus tip: You can also find how many re-shares you have on a story by tapping the “…” icon on the top right of your story, then tapping “View Story Re-shares.”

2. Instagram & Facebook Creator Studio

If you’re running an account on behalf of a personality or influencer that doesn’t necessarily qualify as a business Instagram has started to roll out Instagram Creator Tools to all accounts.

creator studio

This dashboard gives access to the same Insights as a business profile, but is only accessible to some accounts as of summer 2019.

Related Reading: Instagram Creator Account: Is It Worth The Switch?

3. Third-Party Instagram Analytics Tools

Unfortunately the analytics dashboards offered by the native Instagram app are extremely limited—especially because you can only access 2 weeks of data at once.

With a third-party Instagram analytics tool like Keyhole, you can access more long-term data trends from your Instagram stories.

With Keyhole, you can track impressions, follows, replies, video interactions and more over a 1-month window.

keyhole instagram analytics

And not only can you track your own account, you can track the analytics of your competitors, influencers, or key followers, unlocking key insights that aren’t available through the app.

Related Reading: 7 Important Instagram Analytics You Should Know (2019).

Dominate Instagram Analytics with Keyhole

With these tips and insights, you’re now ready to dominate the Instagram story game.

To get started with Keyhole, begin your free trial today.

The Top 15 Instagram Analytics Tools [+ Metrics that Matter]

Instagram is a huge platform so you definitely need to know how best to engage your target customers on it. And Instagram analytics tools are your best bet when it comes to doing just that.

But there’s a plethora of these tools out there, which becomes a huge problem for many social media marketers — as picking the best Instagram analytics software can be difficult.

Here’s a list that will help you out — 15 Instagram analytics tools and their different features, followed by metrics that may influence your decision: 

Jump Links:

1. Keyhole
2. AgoraPulse
3. Brandwatch
4. Hootsuite
5. Iconosquare
6. Instagram Insights
7. Minter.io
8. Quintly
9. Rival IQ
10. Social Bakers
11. Sproutsocial
12. Squarelovin
13. Synthesio
14. Unmetric
15. Union Metric

1. Keyhole

Keyhole helps you track relevant accounts and generates a visually rich report that shows you how to optimize your instagram marketing for better results.

For instance, it can show you when your users are most active so you can improve your efforts for increased engagement.

Neil Patel describes the tool this way: “This tool (Keyhole) does a lot of things others can’t. And as a bonus, it’s extremely user-friendly.” There are other great features it possesses as well.

It helps you monitor sentiments around your brand and oversee your overall brand health. Plus, you can also track web mentions.

Even more, it lets you track the influencers sharing Instagram posts with certain keywords or hashtags, the sentiments around those posts, the impressions and reach they generate, and even other keywords and hashtags users use alongside your searched terms.

This way, you can spot out the best influencers for your brand and see their engagement rates, reach, etc.

Keyhole_Dashboard_Instagram_August2019

For example, here is the Instagram dashboard generated from Keyhole that the watch brand Audemars Piguet could be tracking.

Price: Starts at $179 USD per month — custom pricing.

2. AgoraPulse

AgoraPulse isn’t just a social media management app, it also shows you Instagram metrics critical for results on the platform.

This tool shows your Instagram marketing results instantly and lets you download it as a report to share with your clients, bosses or team.

Agorapulse_screenshot_july2019

It also helps you measure engagement on your account, showing you changes in the  percentage of specific metrics during a particular time period.

Price: $89 — $459 USD per month

3. Brandwatch

Brandwatch provides you with data on conversations about your brand, competitors and industry.

This tool searches the entire Internet for reviews, comments and articles around your business. It also helps you see, particularly on Instagram, how you stack up against your competitors in terms of the volume of mentions you’re getting compared to theirs.

Brandwatch_screenshot_july2019

With Brandwatch, you can receive email alerts about critical Instagram conversations so you can quickly spring into action when needed.

Price: Contact Brandwatch to discuss a unique plan.

4. Hootsuite

Besides helping you publish Instagram content directly, Hootsuite also let’s you see critical analytics about your market on Instagram.

Hootsuite_screenshot_july2019

Like similar tools, it helps you keep track of your customers, competitor and brand performance on Instagram. You get to see visual reports of what’s working for your business on Instagram and what’s not.

Price: $29 USD per month — custom pricing.

5. Iconosquare

This tool shows you your community growth on Instagram over specific time periods — how far you’ve grown from period A to period B.

Iconosquare_screenshot_july2019


Iconosquare shows you where your Instagram users come from and the languages they use. It also reveals the number of impressions and reach you get from your Instagram posts and stories. Pretty much like most of the other tools, it tells you what works and what doesn’t for your Instagram audience.

Price: $29 per month — custom pricing.

6. Instagram Insights

Like most other social networks, Instagram has provided its own analytics feature.

It tells you in one glance how your stories and pictures perform with your audience and that lets you know what works best on the platform.

Instagram analytics shows you data in three sections: activity, content and audience — telling you the total number of engagements your account has over a specific time period, the posts that performed best and the audience data respectively.

All you need to get access to these analytics is to convert your Instagram account to a business profile.
For Influencers, there is also a new Instagram Creator Account that you should check.

Price: Free.

7. Minter.io

As shown in the image below, Minter.io provides you with Instagram metrics like most of the other tools mentioned in this list.

Minter_screenshot_aug2019

The tool gives you a bird’s-eye view of how your hashtags and keywords are faring on Instagram, the best performing content types, the most engaging photo filters and even the best times to post.

You also get to track how much Instagram traffic is sent to your website and the engagement levels your stories get. You can also export your data in a visually appealing format that allows you to easily keep other stakeholders informed about your Instagram marketing performance.

Price: $99 to $399 USD per year per account

8. Quintly

Quintly offers you an Instagram analytics feature that helps you measure the follower growth of your Instagram account and that of your competitors. This indicates how many unique consumers are finding your brand on the platform, compared to your competitors.

Quintly_screenshot_july2019

The software also provides an Instagram content analysis feature, where you can see which content types perform best so you can always replicate success.

Price: from 300 USD per month.

9. Rival IQ

With Rival IQ, you can run your Instagram competitive analysis in minutes.

You’ll see the speed at which your competitors are gaining followers, how often they post, what their engagement rates look like, and their most engaging Instagram content.

RivalIQ_screenshot_july2019

The tool also alerts you when a main competitor starts spending ad money on a post. Brands mostly boost posts that are already gaining success organically so this feature tells you what content performs great for your fellow industry players.

Price: $199 — $499 USD per month.

10. Socialbakers

Socialbakers helps you monitor and listen to conversations and topics your audience care about. This lets you know which content to create and how best to engage your audience and spike the right actions from them.

SocialBakers_screenshot_july2019

Like many other Instagram analytics tools mentioned here, this tool also helps you identify positive or negative sentiments around the posts on your searched keywords, hashtags or accounts. You can categorize posts by sentiments as well so you always understand where to look and respond to first.

Price: Starts at $200 per month – custom pricing.

11. Sprout Social

Sprout Social provides an Instagram analytics tool that gives you quality insights about your market and audience.

SproutSocial_screenshot_july2019

This tool lets you compare follower and engagement stats between brands on Instagram.

You get unlimited reports and data about specific posts, hashtags, keywords, audience and competitors.

With all this information, you can better create and execute Instagram marketing strategies that really move the needle for your business.

Price: $99 — $249 USD per month. Listening Suite as an Add-on.

12. Squarelovin

Squarelovin is another great Instagram analytics software.

Squarelovin_screenshot_aug2019

The tool lets you track and compare engagement rates, follower numbers and content performance. It also lets you see what times your users respond to images the most with likes and comments.

Price: Free.

13. Synthesio

This tool provides you with social listening and audience insights.

Synthesio_screenshot_aug2019

Synthesio has a robust metadata about the content, author, and tone of mentions in its social listening platform – and can easily be filtered. This means it provides an intelligent platform that analyzes conversations and figures out the sentiments around them.

Price: Contact Synthesio to discuss a unique plan.

14. Unmetric

Much like all the Instagram analytics tools featured in this piece, Unmetric provides you with critical data about your Instagram market.

Unmetric_screenshot_aug2019

It shows you which content performs best in your space, discovers branded content almost as soon as they hit Instagram and helps you benchmark all your data against that of your competitors so you can measure your efforts on Instagram.

Price: Free — $1000 USD per month.

15. Union Metrics

Union Metrics provides you with real-time insights from major social networks including Instagram.

Union Metrics instagram analytics

This tool provides similar analytics like most other Instagram analytics tools — showing you impressions, reach, best performing content, new ideas for content and more.

Price: $49 — $199 USD per month.

Important Instagram Metrics to Measure

Besides pricing and features, you want to ensure the Instagram analytics tool you’re buying or at least trying out measures the metrics you want to measure.

Related Topic: Reach vs Impressions: What’s the difference and why is it important?

Here are basic explanations of some important metrics to measure:

A. Profile Analytics

Follower_growth_instagram_analytics

Follower Growth: The increase in an account’s follower number after deducting unfollower numbers.

Engagement Rate: The total amount of likes, comments and reshares that posts receive, divided by the total number of posts. This rate is restricted to given time periods.

Optimal Post Time: The best time to post depending on which times the highest engagements happened in the past.

Optimal post time Instagram analytics

Optimal Post Filters: The ideal filters to use, typically based on which ones generated the highest engagement rate.

Optimal Hashtags: The best hashtags to use depending on which ones got the highest engagement rates before.

Optimal hashtag instagram analytics

B. Audience Analytics

Sentiment analysis Instagram Analytics

Top Followers: An account’s most followed and engaging followers.

Follower Age: The age ranges an account’s followers fall into.

Follower Gender: The gender ratio an account’s followers make up.

Follower Interests: The interests — ranging from sports to business — an account’s followers have.Follower Location: The geographic locations an account’s followers have listed in their profiles. Depending on the tool, tracked locations can range from country to city-level.

C. Hashtag and Keyword Analytics

Keyhole_Dashboard_Instagram_August2019

Activity Volume: The number of posts, over a given time period, made with a tracked hashtag or keyword.

Impressions: The number of times a post is displayed to users. A user can see a post more than once, meaning he or she can be responsible for many impressions.

Reach: The number of unique people who received impressions of a post.

Engagement: The number of likes and comments a post containing a tracked hashtag or keyword has earned.

Top Users: The Instagrammers who generate the highest reach, impression and engagement numbers per post using a tracked hashtag or keyword.

User Demographics: The gender, location, device use and other characteristics of users posting with a tracked hashtag or keyword.

Related Topic: 7 Important Instagram Analytics You Should Know.

The Final Verdict

It’s important that you pick the tool that not only suits your wallet but also tracks the main metrics you need. Try the tools out before deciding to pay for any of them and make a well-informed decision on the one that’s best for your Instagram marketing strategy.

Reach vs Impression: What’s The Difference and Why Is It Important?

Reach vs. Impressions is a common dilemma causing confusion amongst marketers and social media users alike.

But that’s understandable:

Social media metrics like ‘reach’ and ‘impressions’ have become marketing buzzwords – everyone is talking about them, but not all understand their essence and, quite frankly, a lot of the time, people use these words interchangeably.

So, understanding the basics, or in this case, the difference between reach and impressions is a good starting point towards assessing your campaign success and optimizing your social media strategy.

 Let’s jump right in and take a look at what are the differences between these two basic metrics and what this means for your business.

Jump Links:

Reach vs. Impressions: The Difference
Facebook Reach vs Facebook Impressions
Twitter Reach vs Twitter Impressions
Reach vs Impressions on Instagram
YouTube
Snapchat
Google Analytics
Google Ads
The Role of Reach and Impressions in Marketing Strategy
Calculate Effective Frequency
Avoid Ad Fatigue
What After Reach and Impressions
Last Notes

Reach vs. Impressions: The Difference

The introduction above as well as the heading itself should make it clear to you that ‘impressions’ and ‘reach’ are not the same thing.

So, what’s the difference?

reach-vs-impressions

To put it simply, reach shows the number of unique users that were exposed to your content, while impressions show the number of times your content was displayed to these users.

Theoretically, the people that follow you should see each piece of content you publish on social media, right? 

That’s why they became your followers, after all – to stay up to date with what you are posting!

Sadly, that’s not the way things work on social media. 

Social media platforms use complex algorithms to determine which content to show to which users, and as a result, only a fraction of your following is made aware of your activity every time you publish something.

In fact, this fraction is quite small – especially after the algorithm changes and the much talked about decline of organic reach across leading social media platforms in the course of the last couple of years.

Lower overall reach means fewer people seeing your posts, which ultimately leads to a drop in engagement and fewer conversations with potential customers (we’ll talk more about the impact of reach below). 

Thankfully, ‘reach’ is not limited to your followers.

In other words, when a follower engages with your content, this activity will also show up on some of their friends’ feeds or explore page.

So, it is not uncommon to see that from the people reached, some percentage are not your followers (say 20% or 30%, or sometimes even 60%). 

Now, impressions – they’re always higher than reach, as one person can have multiple impressions for a single piece of content.

Let’s say that five unique users saw your post and that each one of them saw it twice. 

That means your reach will be 5, and the impressions 10. 

Yes, it’s that simple!

If you are ever confused about these concepts, just remember that reach is related to users, while impressions show the frequency (times the content was shown).

Let’s explore these terms a bit more into detail relative to the most popular social media platforms …

A Deeper Look Into Social Media Metrics

Depending on the importance each platform puts on each of the social media metrics, some apps will show only general insights into reach and impressions, while others will offer a more detailed summary.

To better understand the reach vs. impressions dynamics, it would be helpful if we discussed how each of the leading platforms defines, calculates and groups these social media metrics…

… which is exactly what we’ll do below.

Facebook Reach Vs. Facebook Impressions

The Facebook Business Ads Help Centre defines reach as “The number of people who saw your adverts at least once.” It further notes that reach is an estimated metric. 

Estimated metrics are those metrics that are hard to quantify – the platform gives an estimate using sampled data. 

This means that the numbers may change along with the amounts of accessible data. 

The Facebook Business Ads Help Centre further notes that “reach is different to impressions which may include multiple views of your adverts by the same people.” 

In other words, impressions show how often your content was displayed and seen by your target audience.

What reach and impressions don’t show is engagement. 

Basically, you can’t be a hundred percent sure if a user is actually aware of your content clicked on your ad, or if he/she has just scrolled past it after it was displayed.

To make it easier to measure your success and optimize your strategy, Facebook groups reach and impressions in three categories: 

Organic.

Organic reach and organic impressions show the number of unique users that saw your content or the number of times your content was displayed for free.

Paid.

Just like the category name implies, paid reach and impressions are the results of your paid efforts, such as Facebook Ads. 

But here’s the catch.

When it comes to video ads, Facebook counts the impressions they get the same way it counts the impressions of an ad that contains an image (except the ads on Audience Network). 

As per Facebook’s explanation: “This means that a video is not required to start playing for the impression to be counted.”

So, if a video shows up on a user’s newsfeed and the user scrolls down before the video has started playing – this will still be counted as an impression. 

Then, how do you know the real impact of your ads?

Here’s how:

The reach and impressions associated with Facebook Ads can further be classified into served and viewed reach and impressions.

What’s the difference?

Served reach and impressions are related to the system registering the delivery of an ad. ‘Served’ means that the system does not consider whether the user saw the ad – it just cares that the ad has been displayed somewhere. 

Now here’s the problem with this.

When an impression has been served, the system does not take into account the placement of the ad. 

It can be shown someplace where it will gain exposure like the top of the page, or it can be shown somewhere in the bottom of the page, where it won’t get noticed. 

Also, even if a user exited the page before the ad finished loading, the system will still count it as an impression as long as the ad has been delivered.

It’s easy to see why served impressions are not the most accurate measurement of an ad’s impact.

Viewed impressions, on the other hand, count the times a user saw the ad that was delivered to him or her. 

In other words, if a user exits the page before the ad has rendered, it won’t count as an impression. 

This makes viewed impressions a much better indicator of the ad’s effectiveness.  

Viral.

When explaining the difference between impressions and reach, we mentioned that reach and impressions can expand beyond your list of friends or followers. 

In other words, when a person takes action on your page or post, a fraction of their friends and followers will be able to see this action and the related post on their News Feed.

Viral impressions and reach are just that:

The result of your content showing up on the News Feeds of the friends and followers of those Facebook users that engaged with your content. 

These engagements can be in the form of a like, a comment, or a share.

Twitter Reach vs. Twitter Impressions

Now take a look at this image.

TWITTER REACH VS. TWITTER IMPRESSIONS

When you access the analytics of a tweet (be it via the web or the Twitter mobile app), you will notice that you can see impressions and total engagements, but there’s no number that shows reach.

Even if you expand the list and choose to “view all engagements,” you will get insight into various metrics like media engagements, retweets, likes, link clicks, and detail expands, but still, ‘reach’ won’t be part of the list.

TWITTER REACH VS. TWITTER IMPRESSIONS-2

This is so because Twitter does not track reach. 

You can see the impressions per tweet, or collective impressions for all your tweets in a given time frame, but you won’t be able to access reach – that is to say, unless you use a third-party analytics tool.

Related Topic: Top 25 social media analytics tools every marketer should use

If you do use a third-party app to gain access to detailed Twitter analytics reports, then reach will show you the size of the audience you have reached with your tweets – just like with other social media platforms.

Twitter Impressions show the views of your tweets, or the number of times your Twitter content has shown up on someone’s feed, in search results, or to someone’s followers as a result of this someone interacting with your tweet.

Impressions don’t show if your tweet has been seen via third-party platforms, via a text preview or as an embed on a website.

Tweet impressions show the strength of your brand presence. Most likely you will have to pair these insights with other metrics such as engagement to get an accurate idea of the relevance of your content. 

Reach Vs. Impressions On Instagram

Just like Facebook, Instagram defines reach as the unique number of accounts that have seen your post or story, and impressions show the number of times a story or Instagram post has been displayed. 

If you have Instagram creator account or business profile you can access these metrics by clicking ‘View Insights’ under an Instagram post, or swiping up the story you want to see the performance of. 

Business profile doesn’t give in-depth insights on reach and impressions as creator profile but you sort of get the overall idea about reach and impressions.

As you can see in the image below, when you access the analytics of an Instagram post, you will not only be able to see the reach and impressions but also what percentage of users you reached that were not following you.

You can also see your impressions broken down by source: hashtags, home, profile, explore or other sources.

If you want to see a general performance of your posts, you can access your weekly reach and impressions in the Activity tab of Instagram Insights. 

The reach and impressions numbers are displayed in the Discovery section, at the bottom of the Insights page.

Stories’ analytics does not break down the source of impressions or the percentage of people that were not following you but saw the story.

It will show how many of the people that saw the story navigated back, forward, to the next story, or completely exited Instagram stories after seeing your post.

The numbers in the navigation section should give you an idea of why the impressions are higher than your reach.

So, if a single user has gone back to see your story one more time or visited your profile multiple times, it will be counted as one reach and multiple impressions.

Related article: Instagram Creator Account: Is It Worth The Switch

Reach vs. Impressions on Other Platforms

YouTube

YouTube analytics offers insight into four distinct reach metrics:

  • Unique viewers is the same metric as ‘reach’ – it shows the number of people that watched your videos.
  • Impressions show the number of times your video’s thumbnails were shown to viewers on YouTube.
  • Traffic sources for impressions  shows “where on YouTube your video thumbnails were shown to potential viewers.”
  • Impressions click-through rate (CTR) shows conversions – how often users watched a video after being exposed to a thumbnail.
Youtube impressions
traffic source type impressions

Snapchat

Snapchat has the same concept of reach and impressions, with the difference that it calls impressions story views.

Google Analytics

Google Analytics shows users and page views.

The metric ‘users’ is similar to reach – it shows the number of people that have visited your site at least once during a specific time window. 

‘Page views’ shows the total number of page views coming from all your visitors. 

Google Ads differentiates between unique reach and cookie-based reach. 

According to Google Ads Help, unique reach “measure the total number of people who were shown an ad… across different devices, formats, and networks.”

Unique reach includes two metrics: unique users, and average impression frequency per user.

Cookie-based reach are reach metrics based on cookies, which are calculated by counting the number of cookies that have been served an ad or recorded a click on an ad.

Since some people use more than one device or access pages via multiple browsers that have different cookies, cookie-based reach is an estimate and may include duplicate views.

The Role Of Reach and Impressions In Your Marketing Strategy

Now you understand that although many people use the terms interchangeably, reach and impressions are two very different metrics. 

But look.

We all know that theoretical knowledge has no purpose without the ability to act upon it.

So, how can you use what you just learned to boost your social media marketing strategy and drive results?

To answer this question, which is by no means simple, we first need to explain the impact each of these metrics could have on your marketing.

Let’s dig in.

Reach is the name of the game when…

Since reach is directly related to the number of unique users that are seeing your content, you can use reach to optimize your paid campaigns.

Namely, if your reach is high, your content is likely suitable for your target audience, which means that the chances of it being engaged with and/or shared are high.

However, if the reach is high, but the conversions don’t follow through and stay low, it’s safe to say that your funnel is not as effective as it should be and that you should revise and improve your ad.

Also, if you want to avoid showing your ads over and over again to the same people, focus on increasing your reach instead of impressions.

The road to success is paved with impressions when…

Impressions come in handy when you don’t want to wait too long to see whether an ad is effective. As impressions are a metric that changes moment-to-moment, track them to check how an ad performs immediately after it has been published. 

If the ad gets no impressions, you might want to consider editing its content and republishing it to avoid losing time and amounting unnecessary costs.

When to focus on tracking both reach and impressions?

Just like with other social media metrics, more often than not, you will need to track both reach and impressions to figure out how effective your campaigns are and identify areas of improvement.

Tracking both metrics can mainly help you to:

1. Calculate your effective frequency

Impressions will always be higher than your reach – and that’s something that should be that way.

Why?

Many marketers agree that a user needs to see an ad several times before they show interest in a product and convert. 

This is what’s known as effective frequency – the number of times people need to be exposed to a particular piece of content before they feel the urge to respond to it in some way. 

What’s the best frequency? 

Experts agree to disagree:

Some say 3 is a good number, while others swear by the lucky 7.

Your best bet is figuring out the effective frequency that works for you (of course, you can also try to figure out the effective frequency your competitors are aiming for as well).

To do this, find your most effective ads and posts (the content that converts) and divide each post’s total impressions with its overall reach.

2. Avoid ad fatigue

The effective frequency does not only tell you how many times a user needs to see a post because they respond to it…

… it also shows what your limits are before your target audience has had enough and you cross the thin line between being informative and consistently showing up on social media, and being annoying.

Just imagine how social media users feel when they’re bombarded by ads…

Doesn’t sound good, does it?

As you’d expect, just like with everything else on social media, there is no straightforward answer to how much is too much when it comes to frequency per user. 

Again, it will all depend on your current campaign and goals.

If your campaign is time-sensitive, you will probably need to pour all your efforts into ensuring a higher frequency count.

If, however, you’re looking to steadily grow your audience and brand exposure and time is of no issue, take it easy and work on building reach through consistency.

What After Reach and Impressions: Other Social Media Metrics to Track

You can tell a lot about the relevance of your message by tracking reach and impressions, but usually, that’s not enough.

Reach and impressions are just a starting point in figuring out the way to optimise your campaigns for the two metrics that have the most significant impact on your business: engagement and conversions.

Every social media campaign has the ultimate goal of raising awareness and starting conversations with the target audience by increased engagement. 

If reach and impressions are high, but people don’t engage with the content be it in the form of likes, shares, or replies, it’s safe to assume that either something is wrong with the framing of the message or the targeting is off.

Furthermore, looking at reach and impressions in isolation can tell you nothing about your social media ROI. 

To get a better feel for your advertising spend and return of investment, you need to juxtapose your reach with your conversions and revenue. 

This way, you will be able to calculate the average revenue and conversions per user reached – which are much more concrete metrics that have a direct impact on your business success.

For a more detailed list of social media metrics to measure, check out these resources:

Related Article:

Last Notes

So, what’s the verdict?

Reach, or impressions? What’s more important to track?

It’s a simple question – with no simple answer.

In this article, we explained how both reach and impressions play an important part in your social media marketing strategy. 

But, just like with other metrics, the one you decide to focus on will depend solely on your current marketing objectives. 

Hopefully, after reading this article you are able to make a distinction. 

The Top 25 Social Media Monitoring Tools

top 25 social media monitoring tools

You need social media monitoring tools for three main reasons:

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

But it begs the question: which social media monitoring tool is the best for your brand?

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

Related topic: Top 25 Social Media Analytics Tools: The Definitive Guide

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

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

Jump Links:

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

1. Keyhole

Screenshot_keyhole_new_design_20190709

Keyhole’s analytics are used by brands like Google, Alibaba, L’Oreal, H&M and Mashable.

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

If you’re looking for a tool that gives you insight into what’s going on in your customers’ minds, Keyhole is the tool you need.

It provides you with the following key features:

  • 24/7 monitoring of the performance of keywords, URLs, topics, hashtags, @mentions and more around your brand, audience, and industry.
  • Access to the best and most relevant influencers for your brand and exclusive information about their engagement rates, reach, etc.
  • A stunning, in-depth visual representation of your brand’s social performance.
  • Broad, historical, and deep real-time views of global conversations, topics, and influencers driving your market – all in the same spot.
  • A social analytics platform to monitor sentiments around your brand and oversee your overall brand health.

Even more, Keyhole gives you access to historical data about your brand or campaign’s performance on Facebook, Instagram, Twitter and YouTube.

Plus, in-depth competitor benchmarking and insights are available in all plans. Keyhole helps you easily compare your brand accounts and campaigns against that major competitors.

Plus, you can also track mentions of any brand or keyword across news, blogs and forums.

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

Price: Starts at $179 USD per month. View pricing here.

2. BrandWatch

BrandWatch helps you dig out relevant data from blogs, forums, and even social and news/review sites. Basically, this tool tells you what your customers are thinking.

Brandwatch_screenshot_july2019

You can use BrandWatch to get an overview of your brand mentions’ volume and compare it with that of several competitors, find out what topics your audience are mostly interested in, observe the sentiments about your brand, and see your audience demographics.

It also provides a data visualization tool that lets you bring your data to life; your data can be represented in the form of graphs that make hard stats and numbers easily understandable for every team member.

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

3. Buzzsumo

Want to know what’s drawing your audience’s attention? Then you need Buzzsumo.

Buzzsumo_screenshot_aug2019


This tool shows you which content is getting the most shares for specific topics. Knowing this allows you to determine what your users prefer to see in your industry.

Price: $79 – $499 USD per month.

4. Glean.info

Glean.info gets you audience data from social media sites, online news, blogs, message boards, forums, and photo/video sharing sites.

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

Gleaninfo_screenshot_aug2019


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

They monitor all new posts on 2000 fake news sites and alert you when your brand gets mentioned; this helps you handle bad press before things get out of hand.

Price: Varies based on your needs.

5. Digimind

Digimind provides a beautiful visual representation of your brand’s social performance.

For example, here’s an image showing American Airlines’ trend on social in seven days.

Digimind_screenshot_aug2019

This tool also allows you to monitor your own social media posts and run competitive analysis — checking how your brand and/or product stacks up against industry rivals. You’re also able to access your data via Digimind’s mobile app.

Price: Get in touch with Digimind for pricing.

6. Google Alerts

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

Googlealerts_screenshot_aug2019

It scans through the web and tells you when your brand or product gets mentioned. You can choose which sources you want to be receiving alerts for — whether blogs, news sites or forums —and the languages you want to get alerts for.

Price: Free.

7. Hootsuite

Hootsuite isn’t just a social media management software; this tool also provides social insights by monitoring relevant conversations on social media.

Hootsuite_screenshot_july2019

It helps you measure the impact of your social media campaigns by separating conversions from your paid and owned media. It also gives you the option to choose what to monitor by filtering out conversations by keyword, language and location.

Price: Free — custom pricing per month.

8. Falcon.io

Falcon.io is another great tool that helps you monitor your brand’s impact on social.

This platform is for social media marketer that helps them with social listening, customer engagement, content marketing and audience management. It’s social listening feature will help you can monitor influencer and directly engage with them, monitor your brands and stay on top of your trends

Falcon.io supports all the major social media such as Facebook, Instagram, YouTube, LinkedIn and Twitter.

Price: Falcon.io offers three service packages: starter, pro and premium. Please contact the vendor for more detail.

9. Meltwater

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

Meltwater - Top 25 Social Media Analytics and Monitoring Tools

This tool uses AI to help you listen to relevant social media conversations and make intelligent marketing decisions. Meltwater also runs your social media management; you can schedule posts to publish later.

Price: Contact Meltwater for pricing.

10. Sprinklr

Sprinklr is not just a powerful social media management tool. It also provides a social listening feature that helps you gain broad, historical and deep real-time views of global conversations, topics, and influencers driving your market – all in the same spot.

Sprinklr - Top 25 Social Media Monitoring Tools

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

Price: Contact Sprinklr to discuss a unique plan.

11. Mention

As the name implies, Mention helps you track conversations where your brand, product, industry, campaign and customers are mentioned online.

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

Mention - Top 25 Social Media Monitoring Tools

It also lets you filter the conversations you want to monitor by language, source and date, and refine your alerts by adding or removing certain keywords.

Price: $29 per month — custom plans.

12. NetBase

NetBase provides many customer experience features, of which social media monitoring is one.

Netbase - Top 25 Social Media Analytics and Monitoring Tools

This software uses a natural processing language engine to generate an accurate  understanding of human language (customer data) at scale across 199 languages.

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

Price: Contact NetBase to discuss a unique plan.

13. Nuvi

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

You can monitor more than just hashtags. This tool helps you monitor keywords, URLs, topics, social media handles and more.

Nuvi - Top 25 Social Media Monitoring Tools

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

Price: Contact Nuvi to discuss a unique plan.

14. SharedCount

Much like Buzzsumo, SharedCount tracks popular content in your industry. Just add a URL in the tool and it will show you how many shares the content has gotten so far.

SharedCount - Top 25 Social Media Monitoring Tools

You can also analyze URLs in bulk and export them as CSV files.

Price: Free — $450 USD per month.

15. Social Mention

Social Mention is a real-time social media analytics tool.

It collects and compiles user-generated content (UGC) from the web into a single platform. Let’s say we want to see the audience data around the #ArtificialIntelligence hashtag; Social Mention provides you with data-rich information about what’s going on around your query as seen in the image below.

Socialmention - Top 25 Social Media Monitoring Tools

It shows the ratio of positive to negative sentiments, the percent of reach, and the strength of your searched term on social media. It also shows the passion around your query; that is the likelihood that users will keep talking about your query repeatedly.

Price: Free.

16. IFTTT

If you don’t already know, IFTTT stands for If This Then That.

It is an automation used to set up a simple set of conditional events, you know, if this (happens) then that (should follow).

IFTTT - Top 25 Social Media Monitoring Tools

You can setup this tool to alert you when your product, brand, competitor or any keyword at all is mentioned on certain industry RSS feeds.

Price: Free.

17. Talkwalker

Talkwalker provides a social analytics platform to monitor sentiments around your brand and oversee your overall brand health.

It also helps you spot out the best influencers for your brand and shows you their engagement rates, reach, etc.

Talkwalker - Top 25 Social Media Monitoring Tools

This lets you understand the best influencers for your specific brand or product. This tool also gives you a 3600 view of your owned and earned social media content, including your brand, product or competitor mentions offline. All these help you account for what exactly comms bring to the table at your organization.

Price: $8,400 per year — enterprise pricing.

18. Awario

Awario crawls 13 billion pages everyday to get important data about your audience.

Awario - Top 25 Social Media Monitoring Tools

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

This tool also provides an intelligent alert system that tells you when an important conversation is gaining popularity. This helps you prioritize customer support requests based on the impact they can have on your business.

Price: $29 — $299 USD per month.

19. ZoomSphere

ZoomSphere analyzes major social networks —  Facebook, Instagram, Twitter, YouTube and LinkedIn — and provides you with over 150 different metrics.

This tool also provides you with competitor analysis so you can see how you rank compared to your competitors.

It also lets you set up your social media content calendar.

You can collaborate with your team on this tool and set when and where to publish your social media posts.

Price: A monthly fee of €400.

20. Sprout Social

Sprout Social provides a comprehensive tool for social media monitoring.

Their social dashboard feature gives you an instant rundown of what your brand’s health looks like — so you don’t have to look too deep before seeing basic analytics like total impressions, total engagements and total link clicks.

SproutSocial - Top 25 Social Media Monitoring Tools

This tool also lets you into the minds of your prospects by showing you the keywords and hashtags they mostly associate your brand or product keywords with. Even more, it allows you to monitor sentiments and set up alerts for when critical conversations start getting popular on social media.

Price: $99 — $249 USD per month.

Platform-Specific Tools

21. Followerwonk (Twitter)

FollowerWonk provides you with detailed audience data on Twitter.

Followerwonk - Top 25 Social Media Monitoring Tools

You can find out anything with this tool: from who your followers are, where they’re located and the times they mostly tweet to the relevant influencers on Twitter that catch their attention.

Their most used feature is Twitter bio search. The Twitter profiles are all valid, current and refreshed every 30 days.

Anything else? Yes, this tool also provides amazing visualizations of your social graph to benchmark your Twitter results with others in the market.

Price: Free — $79 USD per month.

22. Iconosquare (Instagram and Facebook)

Iconosquare provides you with Instagram and Facebook audience analytics — so you get to know your audience on these platforms on a much deeper level.

iconosquare - Top 25 Social Media Analytics and Monitoring Tools

This tool also helps you plan and moderate conversations across your Instagram and Facebook accounts. You also get to schedule and publish content automatically without having to babysit your content promotion all the time.

Price: 29€/mo — 59€/mo.

23. Audiense Connect (Twitter)

Audiense Connect - Top 25 Social Media Monitoring Tools

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

From creating your own custom Twitter DM chatbots to tracking your performance on the platform, Audiense Connect does a great job helping you understand your customers so you can give them the content they really want.

Price: $31.25 — $758 USD per month.

24. Tailwind (Pinterest and Instagram)

Tailwind - Top 25 Social Media Monitoring Tools

With Tailwind, you can discover content ideas, schedule posts, monitor conversations, amplify your reach, and analyze your performance on Pinterest and Instagram.

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

Price: $9.99 USD per month — custom pricing.

25. Union Metrics (Twitter)

With Union Metrics twitter snapshot, you can measure the potential reach and impression to see how something spread.

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

Price: $23 — $159 USD per month.

The Final Verdict

Most marketers will go insane looking at the social analytics on each social network; it would be extra stressful when you’re trying to go from Instagram to Twitter to Facebook, etc looking at audience insights.

Your best bet is to pick a good social monitoring platform that suits your marketing needs; you have this list at your disposal all the time, so make proper use of it.

[Updated in August 2019, for a brand new Social Media Monitoring Tools comparison]

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

In this guide, we’re going to cover everything you need to know about marketing’s biggest rising trend: influencer marketing.

We’ll provide evidence as to why influencer marketing is booming right now, along with tons of examples of social media influencers. 

We’ll also cover the pros and cons of influencer marketing as a whole.

Most importantly, we’ll show you how to find influencers that will have the biggest impact on your business, and how to implement a winning influencer marketing strategy using influencer marketing tools

So, let’s dive right in..

Jump Links:
  
What is Influencer Marketing
Brand Ambassador vs Brand Influencer
Why Influencer Marketing is booming
Influencer Marketing Statistics 
Proof that Influencer marketing works: The Infamous Fyre Festival 
Pros and Cons of Influencer Marketing 
Types of Influencer Marketing 
How to find influencers 
11 steps to an Unbeatable Influencer marketing strategy

What is Influencer Marketing?

Influencer marketing is the use of popular content creators to promote a product or brand to a specific audience. These content creators are paid to showcase the brand in a positive light to their loyal audience of viewers, readers, or followers.

While most brands don’t have strong legions of fans (with the exception of beloved international brands like Apple, Coca-Cola, or Nike), there are plenty of people on the internet who do.

These content creators, known as influencers, make it easy for a brand to reach a specific customer demographic on a specific channel through a voice the audience already trusts.

Influencer marketing is seen as an effective alternative or supplementary approach to traditional advertising, more in line with a modern content marketing strategy.

Brand Ambassador Vs Brand Influencer

One important distinction to make is the difference between a brand influencer and a brand ambassador.

Companies have used celebrities as brand ambassadors for centuries, dating as far back as the 1760s, when the English royal family was used to advertise pottery and chinaware.

A brand ambassador is a paid spokesperson for a company, typically on a long-term contract.

Tiger Woods for Rolex, Lebron James for Nike are examples of brand ambassador.

In contrast, a brand influencer typically has more of a niche audience. Their following can vary from a few hundred to over a million people, but their value lies in having a trusted opinion on a specific topic or niche.

This can range from a local mom who runs a popular Facebook group for other moms, all the way to mega celebrities with millions of followers.

Influencers more often hold a short-term relationship with brands, being asked to showcase or speak about a product as part of their typical content on social media, blogs, or videos. 

Before we teach you how to incorporate influencers into your marketing strategy, let’s explore why they’ve taken off in such a big way.

Why Influencer Marketing is Booming

Influencers are inescapable these days. Take a look at this info-graph by vamp.

Consider the ever-popular TV show The Bachelor/Bachelorette. Contestants used to join the show with the dream of finding love.

Now, contestants line up for the chance to earn thousands, sometimes millions of social media followers, allowing them to earn a full-time living as a social media influencer, pitching fitness programs and herbal supplements.

So how did influencers become so ubiquitous?

Here’s why: because influencer marketing works.

Influencer Marketing Statistics

Here are some extremely compelling stats that should have you convinced that your business should be pursuing an influencer marketing strategy.

The stats make it clear: influencer marketing is here in a big way. 

Related Case Study: How BottleRock Music Festival Amps Up Influencer Engagement with Keyhole

Proof That Influencers Marketing Works: The Infamous Fyre Festival

Perhaps the most extreme and most infamous case of influencer marketing was Fyre Festival, a supposed luxury music festival founded by Billy McFarland and Ja Rule.

The festival was meant to take place in the Bahamas on April 2017 and promised to showcase some of the world’s most popular music acts in an ultra-luxury setting catered by celebrity chefs.

Tickets ranging from $500 for a single day pass to $12,000 for the full VIP package.

But what’s most interesting is how the event was promoted.

In December 2016, mega Instagram stars/models Kendall Jenner, Bella Hadid, Emily Ratajkowski, among dozens of others, all posted cryptic videos on their social profiles promising “an immersive music festival…on the boundaries of the impossible.”

This group of top influencers continued to promote the event on social media for months—all being paid between 5 and 6 figures, resulting in enormous public interest and huge ticket sales.

Ultimately, the event sold millions of dollars in tickets due to the power of influencers alone.

The event itself was a widely documented scam resulting in lawsuit after lawsuit, but it caught the world’s attention, proving influencers have the ability to generate massive sales numbers—due to complete trust from their audience.

The Pros and Cons of Influencer Marketing

Let’s explore the advantages and disadvantages of influencer marketing.

Benefits

What value does influencer marketing provide compared to traditional advertising?

Higher conversion rates & ROI – Several studies have shown influencer marketing has at least double the conversion rate of standard paid ads.

More personal – The personal connection your influencers have with your target audience is more likely to drive brand awareness and sales.

More trust – If the audience trusts your influencer, they’re more likely to take their recommendations at face value (vs. the skepticism of encountering an ad).

More lifetime value – The positive brand association from an influencer carries more weight with your audience long term.

More authority – If industry experts are recommending your products, you’re more easily able to establish credibility out of the gate.

Reach new audiences – By working with an influencer, you’re diversifying your marketing efforts and connecting with an audience that would not have found your ads otherwise.

Save time – It’s simply faster to execute an influencer campaign than a full-scale advertising campaign.

Highly measurable – By tracking your influencers with a social media monitoring tool, you can measure the effectiveness of each influencer.

No annoying ads – Unless perfectly executed, ads only serve to annoy people.

Drawbacks

While the drawbacks are outweighed by the benefits, here are some cons to be aware of

Loss of power – By putting your brand in the hands of an influencer, they become the voice of your brand. Be sure you fully trust them to post great content, both short and long term.

Management of influencers – Depending on the scale of your influencer campaign, it may be a full-time job to manage an army of influencer contracts. An influencer marketing tool  can help you save time when managing your influencers.

Waiting – If your influencer campaign is more branding-focused than sales-focused, it may take months to see the reach and influence of your brand grow.

Risk – If you’ve never run an influencer campaign before, you’re assuming some financial risk in the event it doesn’t work out.

But with the right level of research and organization, influencer marketing is a proven strategy with strong ROI.

Types of Influencers

Now that you’ve decided to make influencers part of your marketing strategy, it’s important to know what types of influencers are out there.

Let’s cover 6 broad categories of influencers that you may consider working with, arranged from biggest to smallest audience.

1. Celebrity Influencers

Celebrity influencers are famous people with millions of followers. This includes movie and TV stars, athletes, musicians, models, and any other popular public figure.

Pros

The main advantage of working with celebrity influencers is their massive audience. A social post from a celebrity will instantly connect with millions of people.

And beyond the immediate reach on social media, working with a celebrity is also a quick way to earn major press coverage for your brand.

Cons

The massive reach of celebrity influencers can also be the biggest negative working against you as a brand. 

Celebrities have such a wide-reaching audience that it’s challenging to target a specific demographic. And if a celebrity is caught up in an international scandal, it’s hard to disassociate them from your brand.

More often than not, sponsored posts from celebrities may come off traditional ads more than subtle influencer marketing.

And of course, working with a celebrity will come with a massive price tag, making it challenging to use them in your influencer campaigns if you’re not an international brand.

Examples of Celebrity Influencers

The most-followed athlete on Instagram are soccer stars Cristiano Ronaldo and Lionel Messi who can often be found promoting clothing lines or nutrition brands like Herbalife.

The most famous influencer family is the Kardashian-Jenner family, sharing nearly half a billion followers between Kylie Jenner, Kendall Jenner, Kim Kardashian West, Khloe Kardashian, Kourtney Kardashian, mother Kris Jenner, and more.

2. Social Media Influencers

Social media influencers are quasi-celebrities with hundreds of thousands or millions of followers on popular social media platforms, including Instagram, YouTube, Facebook, and/or Twitter.

Social media influencers are typically generalists who have a wide following simply for being interesting people, posting photos and videos of their travel, workouts, fashion, meals, and whatever else is trending at the time.

Pros

Social media influencers have a wide audience, but typically a slightly more niche audience than a huge celebrity. This allows you to reach a demographic that’s more tailored to your brand.

Having a social media influencer post a photo or video mentioning your brand and tagging your handle is a quick way to quickly gain visibility and moderate trust with thousands of people.

Cons

Large social media influencers are in high demand, and can still carry a high price tag.

Social media influencers also tend to earn the majority of their income from endorsements, and therefore your brand may get lost among a sea of other endorsements from the same influencer if you don’t play your cards right.

Social Media Influencer Example

Cameron Dallas is a popular social media influencer. Rising to fame on Vine and YouTube, Cameron has now eclipsed 20 million followers. He posts a combination of humorous videos, model shots, and sponsored posts, like this one, promoting a fragrance line: 

3. Key Opinion Leaders

Key opinion leaders are experts in a particular topic, industry or field, either online, offline, or both. They are often thought leaders in their industry.

Key opinion leaders are either usually leading trends or highly in touch with what’s new and different.

This would include examples like makeup artists, writers, fitness specialists, business executives, activists, and many more.

They tend to have a medium to large following, but most importantly. their word carries a lot of value with their followers.

Pros

The main benefit of working with a key opinion leader is their extremely niche following. By working with a thought leader, you can target individual professions or interest groups.

Because of their large presence within their industry, thought leader influencers are typically found on many different channels, on blogs, news articles, podcasts, and most social platforms.

They tend to be more cost effective, especially if you choose an influencer that overlaps perfectly with your industry.

Cons

Key opinion leaders may be less open to influencer marketing, as their opinions and principles are their largest social currency.

Depending on their field, they may not spend as much time on social media, as they typically have extremely busy full-time jobs.

It can also be more challenging to find thought leaders that line up with your demographic. Social media listening tools makes it easy to find influencers (something we’ll cover more later).

Key Opinion Leader Influencer Examples

Search engine optimization (SEO) and marketing specialist Rand Fishkin is a prime example of a key opinion leader. With over 400,000 Twitter followers, Rand is thought of as a go-to resource in the SEO world.

While Rand can most often be found giving his honest opinion about SEO trends,

his feed also includes inclusion in webinars, pitches for his book, promoting his company’s content, and backing conferences he’s paid to speak at.

4. Blogger & Vlogger Influencers

Blogger influencers write for a publication with a large following, or have their own popular blog. Vloggers have large YouTube followings, with thousands or millions of followers.

Bloggers can either be focused on a particular niche or generalists on any number of topics.

Pros

Audiences feel a personal relationship with their favorite bloggers and vloggers, meaning they are likely to be more influenced by a recommendation.

Many bloggers and vloggers are seeking out sponsorships in order to fund their content creation, so it may not be as costly to find the right influencer.

They’re also more likely to have a niche audience with similar needs.

Cons

As bloggers and vloggers are often highly opinionated and intentionally controversial, you have to be careful about picking the right person for your brand.

Example Vlogger

Erik Voss is a popular vlogger on New Rockstars YouTube channel, known for doing high-quality, in-depth breakdowns of Marvel movies. 

In many New Rockstars videos, such as the video below, Erik pitches a product or service in the middle of the video, using his trademark brand of nerdy humour that is likely to resonate with his audience.

In this case, Erik sends his audience to a link that likely compensates New Rockstars per sign up.

5. Micro-Influencers

Micro-influencers have a moderate social media following, in the thousands or tens of thousands. They are content creators on popular social media channels, blogs, forums, video sites, and more. 

What makes them different than previous influencer categories is that they have a tighter bond with their audience. They have typically built a following by being highly personable and interacting with many of their followers.

Pros

A micro-influencer’s higher engagement rates make them extremely attractive to businesses looking for a big return on their investment. Micro-influencers are more likely to respond to any questions their followers may have about your project.

And because their audiences are smaller, that investment is often more affordable than larger influencers.

Cons

The biggest challenge is actually finding these micro-influencers (although we’ll have plenty of advice on that later). 

They may also be newer to the sponsored post game, so they may need more assistance in creating sponsored content that resonates with their audience and effectively highlights your brand.

Micro-Influencer Example

Bethany Aroutunian is an Instagram lifestyle influencer with a modest following of just over 20,000 followers. But Bethany typifies the young demographic that brands want to target.

Bethany’s feed has plenty of examples of major brand endorsements, including Victoria’s Secret PINK, Lulus, and Bumble.

6. Nano-Influencers

Nano-influencers are just like micro-influencers, but at an even smaller scale. These users typically have an extremely niche following in the hundreds of followers.

Pros

Nano-influencers have a hyper focused audience, who all likely share one or two niche interests. A recommendation from them is more likely seen as a recommendation from a friend or family member rather than from a business entity.

Of course, nano-influencers are the most affordable to work with, often agreeing to post sponsored content simply in exchange for free or discounted products.

Cons

If your goal is to drastically improve your brand visibility, you will have to work with potentially hundreds of nano-influencers to make an impact.

While the ROI is certainly there in terms of payment, a lot of time and effort can go into finding and managing such a large number of influencers.

Example Nano-Influencer

Take @krosenbergg for example. Another everyday young woman, she can be seen at coffee shops, restaurants, the mall—you know—normal social media stuff.

But sprinkled in to her feed is the occasional sponsored post of a product, which are actually hard to distinguish from her typical posts where she often shares the brands she loves.

Want more examples of influencer content? Just check out the hashtag #ad on Instagram for hundreds of sponsored posts being posted every minute.

How to Find Influencers

With millions of potential influencers out there, it can be hard to find those that align with your brand. Here are some great resources for finding the right influencers for your brand.

1. Social Media

Okay, this is obvious, but you should start by looking for potential influencers on social media.

Search keywords or hashtags that you know resonate with your target demographic, and see which accounts turn up. Click through their profiles to see if their posts align with your brand values.

And don’t limit yourself to one social network. Check out Facebook, YouTube, Instagram, Snapchat, Twitter, and any other emerging platforms.

You can also sift through forums like Reddit to see which accounts your target audience is excited about.

Another quick shortcut is to look at sponsored posts from your competitors to see which influencers they’re working with. Chances are, if they’re working with the same influencers over a long time period, it’s likely they’re seeing positive ROI.

Related: Top 25 Social Media Analytics Tools: The Definitive Guide

2. Search Engines

Similar to searching on social platforms, you can also go straight to your favorite search engine.

It’s likely that websites or accounts that rank highly on Google for your chosen topic are making great content that is deserving of those top spots, so they’re likely to be highly influential with their audience.

3. Referrals

Ask around!

If you know your business well, you likely have a large network of people connected to your industry, or friends and family who overlap with your target audience.

Ask people you trust for recommendations of influencers related to your field.

And if you already have a great relationship with your existing customers, ask them who they like. Send out a survey to your customers to ask them who their favorite bloggers and follows are to get a sense of their most trusted online personalities.

Plus, if you have personal connections with the influencer, they’re more likely to work with you.

4. Influencer Marketing Tool

Trial and error will only get you so far. To find influencers that will have the biggest impact on your brand, it’s recommended that you use an influencer monitoring tool.

Using an influencer marketing  tool like Keyhole, you can track topics, keywords, brands, or hashtags to see which users are most influential in those conversations.

These tools will identify influencers who are not only popular, but also those who receive the most engagement.

This is a key step, because highly engaging accounts will provide more value than accounts that simply have many followers—especially given that many accounts purchase fake followers simply to appear more influential.

Once you’ve identified key influencers, you can add them to the tracking tool to measure the success of your campaigns.

Related Article: Top 25 Social Media Analytics Tools: The Definitive Guide

5. Talent Agencies

Unfortunately you can’t simply slide into the DMs of a celebrity influencer and expect them to endorse your product.

In order to hire celebrity influencers (or other influencers with millions of followers), you’ll need to contact their talent agency.

By contacting talent agencies directly, they may also be able to suggest influencers that are a good fit for your company.

11 Steps to an Unbeatable Influencer Marketing Strategy

We’ve covered the types of influencers and where to find them. All that’s left is to carry out an end-to-end influencer marketing strategy.

1. Realize you need a strategy

The first step is to acknowledge that you need a solid plan.

Haphazardly reaching out to influencers without a plan to measure their potential sphere of influence or track their success is far less likely to result in a successful campaign.

Make yourself a schedule from the start. How often will you reach out to influencers? How often will you check in on their success?

Make sure that you have the time and resources to carry out every step of your plan

2. Set your goals

The key to any strong marketing plan is to have clear and measurable goals.

What will success look like for your influencer campaign? Here are some examples of metrics by which you may choose to measure your success:

  • Social media follower count
  • Impressions, views, or clicks on your influencer’s sponsored content
  • Impressions, views, or clicks on your brand’s content
  • Engagements with your sponsored content
  • Unique website visitors
  • Sales through your online store
  • A higher conversion rate on your website
  • More visits to your event or storefront

Your goals will be relevant to your business, so only you can define them. But they must be specific, memorable, and realistic.

For example, don’t set a goal like “increase website visitors.” Set a goal like “increase web referral traffic by 20% in 3 months.”

3. Identify Your Audience

The goal of influencer marketing is to find someone who has already reached your target audience.

Therefore, you have to identify who that audience actually is. If you already know your business’s demographic, you’re already set.

But if you haven’t created buyer personas for your marketing campaigns, now is the time to do so.

You can use market research tools to learn about your current audience demographics, or you can simply sketch out a caricature of your potential customer.

Once you’ve determined your audience, figure out what type of content they enjoy.

By using Keyhole’s keyword tracking or hashtag analytics tools, you can identify popular types of content on any social channel.

4. Determine Your Budget

Before you go any further, get realistic. What’s your budget?

There’s an extremely wide range for compensation, so be sure to align your research with your budget.

Celebrities and social media stars represented by agencies will command big dollars, while micro- and nano-influencers may simply accept free products in exchange for their endorsement.

Do your research on typical compensation for your industry and the level of influencer you choose, and set a firm budget from the start.

This guide covers typical influencer rates in several different industries.

Here are the average rates on Instagram:

  • Nano Influencers (2,000-10,000 followers): $75 to $250 per post
  • Micro Influencers (10,000-100,000 followers: $250 to $1000 per post
  • Blog/Social Influencers (100,000-500,000 followers): $1,000 to $3,000 per post
  • Celebrity/Social Influencers (500,000+ followers): $3,000+ per post

This should help you decide which level of influencers you’re comfortable with targeting.

And remember: just because you have a large budget doesn’t mean you can’t target a high volume of nano- or micro-influencers.

5. Choose One Channel

For starters, we recommend starting with only one social network or content channel.

Confining your content to one channel will make better use of your budget, likely having more repeat influence within the same sphere.

Narrowing your influencers to one channel also makes it easier to objectively compare influencers to one another.

And of course, be sure to choose a channel that’s popular with your audience.

6. Choose an Influencer Tracking & Monitoring Tool

An influencer marketing tool will help with every step of the influencer marketing process, so be sure to set one up before hiring your influencers.

With Keyhole, you can find new influencers that are relevant to your brand, ranked by most engaging or most followed.

And once you select influencers, you can track every one of them with the tool, allowing you to see who brings the most visibility to your brand, campaign, or event. Comparing them side by side will let you make smarter decisions on who is providing the most ROI.

Another benefit is the ability to actually provide insights to your influencers on how to make their posts more effective.

Keyhole’s social media monitoring capabilities will help you provide your influencers with data on when to post, how long their posts should be, and which media types are most effective.

Keyhole offers a free trial, so go ahead and set it up right now.

7. Identify & Choose Your Influencers

Now that you have the right tools to succeed, it’s finally time to identify and choose your influencers.

We recommend using Keyhole to search for your brand’s targeted keywords or hashtags, which will reveal the most influential users in that category.

Pro tip: Focus on engagement more than follower count. A user could have purchased fake followers to inflate their follower numbers. Engagements show the true impact of a user’s posts.

But don’t stop at the numbers. Ask yourself:

  • Will this influencer resonate with my target audience?
  • Does this influencer’s image fit with my brand?
  • Does this influencer fit within my budget?
  • Will this influencer be able to help me achieve the goals I set for my campaign?
  • Do I want to be associated with the other brands promoted by this influencer?
  • Does this influencer ever post content that’s misaligned with my brand’s values?
  • Is it believable that this influencer would use/like my product?

There’s so much more to focus on than follower count.

8. Reach Out to Your Influencers

Once you’ve built your list of “chosen ones,” it’s time to reach out.

Influencers range on a wide scale of experience working with brands. Some may have never posted sponsored content before, while others may have a talent agency handle their sponsorships.

Do your research to find out the best way to contact each influencer. In many cases, their email address will be publicly available on their profile or website, but for micro- and nano-influencers, you may need to send them a direct message to start.

Pro tip: If you’ve engaged with this user’s posts in the past, they’re more likely to accept your offer. If your timeline allows for it, spend a few days/weeks/months interacting with these users before reaching out.

Once you’ve made contact, come to a mutual agreement on expectations, and get them down in writing. In most cases, it’s smart to write up a contract. 

Here are the types of things you may want to formalize:

  • How will you pay the influencer?
  • How many posts do you expect, and at what frequency?
  • What type of content/media are they expected to post?
  • Which of your competitors can they not endorse while under contract?
  • Which links should they be using to promote your brand?
  • What are their objective metrics in terms of reach, impressions, or clicks?
  • Will you or the influencer be responsible for creating the content?

Most importantly: make sure your influencers are set up for success.

Tell them what audience you are trying to reach, what content resonates with them, and why you chose them as an influencer.

9. Track & Evaluate Success

Don’t wait until your campaign is over to evaluate success. Get all of your influencers set up in your influencer marketing tool from the start.

This will help you track who’s keeping on top of your agreements, and who may need some gentle encouragement.

This will also allow you to provide on-the-fly advice to your influencers, and compare their success to each other as they go.

For example, you may notice Influencer #1 always posts at 9 am, whereas Influencer #2 posts at 7 pm. If Influencer #1 is receiving more engagements, you can advise Influencer #2 to post earlier in the day.

This isn’t a set it and forget it situation. Help your influencers help you.

Bonus tip: Don’t just track your individual influencers. Use a social media monitoring tool to monitor your brand mentions, brand hashtags, and user sentiments.

10. Compensate Your Influencers

Your influencer cares about making money just as much as your business does. Be sure to pay them fairly and on time.

But there are many different possible compensation structures. Here are a few options:

  • Cash
  • Free or discounted products
  • Free branded gear
  • Coupon/referral codes where they are compensated for each purchase/download
  • Reciprocal promotion of their account in your marketing

Stick within your budget, and pay what’s fair to both sides.

11. Measure & Evaluate Your Success

Once your campaign with each influencer is over, it’s time to evaluate your success against your initial goals.

Success can be measured at different levels, both at the individual influencer level or on your entire campaign as a whole.

In the case where you’ve signed up for a small number of influencers, you’re likely most interested in which individuals generated the most engagements and the greatest return on investment.

But in the case that you’ve hired 100 nano-influencers to use your branded hashtag, you’re probably most concerned with the overall increase in brand awareness.

You may also want to track increased follower counts, visits to your website, and hard sales numbers.

Most importantly: Don’t forget to get feedback from your influencers. What do they think went well? What would they suggest for more engagements (after all, they’re the engagement experts)? 

Take what you’ve learned to evaluate what works best for your business. When you’re ready, head back to step 1 and start your next influencer campaign!

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