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
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 tools

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.


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.


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.


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 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 stories insights

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.


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

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.


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.

rival IQ

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.


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.


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.


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 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.


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

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

keyhole - instagram analytics - measuring follower growth

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.

keyhole - 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 number of hashtags 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 tools

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.

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

1. Keyhole


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.


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.


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. 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.

Here’s what’s even more interesting: 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.


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.

google alerts

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.


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

Price: 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.


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.


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. 


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.


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 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.


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.

social mention

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.


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).


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.


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.

union metrics

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]

Top 25 Social Media Analytics Tools: The Definitive Guide

Top 25 Social Media Analytics Tools

[Updated in July 2019, for a brand new Social Media Analytics Tools comparison]

Did you miss our previous blog on the 27 Hashtag Analytics strategies? No worries, you can read it here:

It can be a daunting task.

You’ve asked everyone and every query tool for the best social media analytics tools and you’re still unsure which to use. And you don’t have the time and money to waste using a tool only to find out later on that it doesn’t suit your needs. Whether you’re asking other marketers or searching on Google, it can be quite confusing — with every brand making enticing promises.

How do you know which of them would deliver on their promise? A good complete guide is a great place to look.

Here’s a guide showing you the top 25 social media analytics tools, and how they work:

Read moreTop 25 Social Media Analytics Tools: The Definitive Guide

Why Video is Exploding on Social Media

Video content is the most essential part of your marketing strategy. Whether it is Facebook, YouTube, Twitter, Snapchat or any other platform, most social media channels are flooded with video content watched by millions of viewers every day. Over the past few years, there has been an explosion of growth in branded video content on social media.

According to research conducted by Tubular Insights, views on video have increased 258% on Facebook and 99% on YouTube as of June 2017. No matter what your business is or what you’re selling, you need to bring video marketing strategies in use to be stand out among competitors.

As you know, video content is exploding on social media so you need to analyze why and how to deal with it properly with the help of analytics. With a wide range of analytic tools like ViralStat and Vidooly, the procedure barely takes much time and effort to understand the backstory of video exploding. Video marketing analytics:

  • Gives you an insight into who your audience is
  • Helps in creating videos that increase engagement and drive more conversions
  • Helps you determine and spend video marketing budget effectively
  • Find out which video marketing campaigns are working and which are not

In short, build a video marketing strategy that is supported and lead by analytics. Now, let’s discuss the topic in detail.

Importance of Video Marketing on Social Media for Business Development

Let’s begin with one simple fact: your business requires social media presence and use of video marketing to make it a success. It doesn’t matter if you own a big firm or a small company, the use of video marketing on social media is an essential part of your business advertising strategy.

With more and more people adapting to social media and branded content online, video marketing has become a trend. It helps you increase brand awareness, connect with clients, and boost your business leads and sales. Here are some reasons why investing in video marketing is a wise move.

  • Builds brand awareness, trust, and credibility
  • Shows authenticity
  • Encourages engagement
  • Stronger emotional connections
  • Great ROI (Return on Investment)
  • More optimization opportunities
  • Improved ranking on search engines
  • Boosts conversions and sales
  • Encourages social shares
  • Improves accessibility
  • Higher retention rates

Video, social media, and marketing go together to make your brand a great success in the marketplace. Social media is an important part of your business marketing strategy, but it does not have to be stressful to optimize. From building engaging videos to uploading them on social media, firstly you need to have a strong video marketing strategy.

How to Start a Video Marketing Strategy

Video is a strong medium for storytelling and can make a huge impact on the success of your content marketing efforts and promotional campaigns. It also serves as a great way to connect with the target audience and build a deep and satisfying bond with them. In simple words, it is high time for businesses to start a video marketing strategy.

What’s in your video is up to you but you need to understand the simple rules of video marketing to ensure the right people watch them. Here are a few actionable tips to start a video marketing strategy and get more eyes on your video content.

1. Choose Your Audience

Every marketing campaign must begin with research – who your target audience is. If you’re making a marketing plan then you should have a clear idea of your target audience. When it comes to creating video marketing campaign, the major questions you need to ask yourself are:

  • Who is my target audience?
  • Where does my audience consume content?
  • What type of content do they like the most?

Find out answers to these basic questions before beginning and it can help you come with an effective strategy.

2. Nail Your Goal

Your videos need to be short, concise and engaging that can direct your message clearly. Before making a video, determine your goal. Decide whether your video is for lead generation, branding, to announce a big piece of news or to video advertise a specific sale. Once you figure out your video goal, you can start creating impressive video content to spread your brand message across easily.

3. Outline Your Video Content Plan

The key to outlining your video content plan is to determine your content schedule. How many videos do you want to publish a month and at what frequency? Once you’ve settled out your content schedule, the next step is to diversify the type of video you want to provide to the audience. Here are different types of video content you can select from:

  • Educational videos
  • Humorous or entertaining videos
  • Interview videos
  • Product demo videos
  • Tips and tactics videos
  • How-to or practical videos
  • Behind-the-scenes videos
  • Customer testimonials
  • Recorded webinar videos
  • Case study videos and others

4. Choose Your Video Making Medium

After planning your video content type, you need to decide on how you want to publish your video. Do you want to film live videos on platforms like YouTube and Facebook or prefer to record and edit videos with the help of online video making tools? Today, video making has become easier than ever with the invention of a range of easy-to-use video-maker tools like Renderforest. You can create winning marketing videos for social media in minutes by using such fast and affordable tools. No matter which medium you select, make sure videos you’re publishing should be attractive and relevant to your marketing approach.

5. Know Where & How to Promote Your Video

Recording videos and publishing them on social media channels is not enough. You have to promote them strategically. Platforms, such as Facebook and YouTube are best when it comes to online promotion on social media. In fact, after Facebook, YouTube has become the second most popular search engine online. People are using this medium not only to watch videos but also to search for information online.

If you have decided on which social media platform you’re going to publish your video content, then you should focus on how to make your marketing strategy successful. A few things you need to consider are:

  • Video title must be short, catchy and informative
  • Add keywords to your video contents
  • Create high-quality and colorful thumbnails
  • Use tags properly

You can follow these steps to start a video marketing strategy effectively. It takes time and effort to start a video marketing strategy, but, if you have the right strategy, you can get the most out of your efforts. So, keep each and every detail in your mind while building video content marketing strategy for your business.  

The Final Words

Video, especially on social media, is a huge plus to boost your business authenticity and revenue. Building and starting an effective video marketing campaign is not a big deal, all you need is a little creativity and the right tools to get started with. Fortunately, there are several tutorials and video-maker tools online that can help you from video creation to successful execution with ease.

If you are really willing to start with video content marketing, then do not waste your time and proceed immediately. Yes, you need to know the basic rules of video marketing, but there is no better outlet to learn than practicing. So, start using videos on social media now and see an amazing change in your business.  


Bio: My name is Roman Daneghyan. I am the Chief Marketing Officer at Renderforest, a Content Marketing Specialist and an Expert in SEO, Social Media Marketing, and Link Building who enjoys sharing the experiences gained along working as a marketer and helping other entrepreneurs succeed. My works have been published on different blogs and mediums like Crazy Egg, Forbes, Upwork, ShareThis, etc. Get in touch with me.

Twitter Analytics: A Guide to Drive Traffic and Boost Sales (2019)

Image result for followers

Can Twitter analytics be considered a business intelligence practice?

Well, the answer is a bit more complicated than a simple yes or no.

With the continuous increase of the social network penetration rate, marketers worldwide are turning to social media sites to gather social data and use it to their advantage.

However, to be able to position analytics within the realm of your business intelligence practice, you need to act upon the insights that derive from Twitter and use them to create better business outcomes and optimize your strategic objectives.

So, it’d be best if we rephrased the question above:

Instead of asking whether Twitter analytics can be considered as a business intelligence practice, we need to ask how to turn it into a BI practice?

That’s exactly the purpose of this definitive guide.

Here’s a short overview of what you can expect to find below:

  • We’ll start by defining the benefits of using Twitter analytics, as well as the most common challenges.
  • We’ll explain the key metrics you should take into consideration.
  • Finally, we will explore the features of 20 of the most useful and widely used Twitter analytics tools you can find in today’s market.

Without further ado, let’s dive in…

Twitter Analytics: Let’s Talk Numbers

Long gone are the days when people used Instagram to post updates on the foods they ate, Facebook to keep in touch with their closest group of friends, and Twitter to go on endless rants about their personal lives.

These last couple of years, social media sites have become less of a personal platform and/ or a marketing strategy, and more of a news channel and a direct marketing channel.

As such, social media platforms have turned into an indispensable business intelligence tool (when used right, that is to say!).

But how powerful is Twitter exactly?

Well, numbers don’t lie.

The fact that 83% of worldwide leaders use Twitter to share their opinions, messages, and discuss current topics, tells you more than enough.

With 75% of B2B businesses and 65% of B2C businesses marketing their products and providing customer service on Twitter, not having a Twitter account as part of your marketing toolkit is a big mistake.

Twitter is fun, free and easy to use, which makes it hugely popular among companies and individuals alike.

Fun fact: the business-related usage stats above show that Twitter outranks other social media sites including Instagram, Snapchat, YouTube and Pinterest!

This, as you would have guessed, is as much of a challenge, as it is a good thing:

With over 330 million monthly active user and 500 million Tweets posted every day, it’s very easy to slip through the cracks of the Twittersphere.

Needless to say, for those users that manage to find a way to cut through the clutter, Twitter can prove to be a very rewarding platform.

Twitter can be used in many ways and for many different things.  

Be it sharing content, offering customer support, or driving traffic and engagement to one’s website, all these activities have one thing in common…

… they are different forms of direct conversations between the brand and its customers.

But look:

Spending time on social media does not guarantee success.

Image result for social media

Merely posting, without taking the time to analyze results is like playing darts with your eyes closed – the only thing you can do is to hope that you will hit the bullseye.

In most of the cases, however, you will fail.

The only way to know if your approach works or not, and most importantly, what makes it work or not is to continuously track and measure various metrics and identify areas of improvement. By doing this, you can make sure that the money and effort you invest in maintaining and increasing your online presence yield returns.

The good news?

Staying on top of your performance is easy once you have the right tools at hand!

Before we jump to the good stuff, however, we have to mention…

The Challenges of Analysing Twitter Data

There are a couple of challenges companies face when trying to make sense of Twitter data:

  • Lack of context.
    The gathered data can only make sense if there are specific benchmarks in place. When you are trying to process raw information to assess your performance, first you have to have a context.

Data does not and can never exist in a vacuum.

  • Not clear about which data to measure.
    There are a lot of twitter metrics you can follow, but you don’t need to get bogged down with too much detail.
    You will have a much clearer picture of how effective your social media marketing strategy is (or in this case, Twitter marketing strategy) if you pick and track the correct metrics right from the start.
  • Picking the wrong tools for your analytics toolkit.
    With so many social listening tools out there, it can be hard to find and pick the right tool that matches your needs and budget.

This might seem like a lot to chew, but there’s no reason to worry.

Below, we will dive deeper into these three (pain) points and find out what are the exact steps you could take to avoid these common issues and drive your social media success!

First, let’s talk about…

The Whs of Twitter Analytics: WHY Data Analytics Matters

Analysing your Twitter metrics will give you an answer to the following Wh questions, which you can later use to your advantage.

  1. The WHO: Who are your target customers?

One of the key pieces of information you can – and should – get from Twitter data is the demographic variables of your audience.

In total, 1.3 billion users have opened a Twitter account, out of which 330 million can be considered as monthly active users (MAU – the number of unique users for a period of 30 days).

According to Twitter, an addition of 500 million people visit Twitter each month to keep in touch with what’s happening without logging in”.

Knowing which demographic group out of these users are interested in your products and the topics you discuss will allow you to optimize your offerings, post more relevant content, and create campaigns that tickle their fancy.

2. The WHAT: What are your customers’ preferences?

Once you understand your audience’s economic background, education, nationality, age, gender, language and so on, you should already have some information on your followers’ needs and wishes.

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

The more data you analyze, the easier it will be to notice some behavioral patterns and see what exactly makes your audience tick so that you can optimize your offers to arouse their interest and inspire action.

3. The WHEN: When are your customers the most active?

This one’s simple:

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

The same is true for almost all other social media sites, but there are instances when the posting time does not affect the performance of the post (comments, likes, and other types of engagement might keep the post at the top of the feed for a longer time).

When it comes to Twitter, however, you shouldn’t take your chances.

With tweets having an average lifespan of only 24 minutes, Twitter is the most time-sensitive channel among social media sites.

So, many times, the difference between a good and a bad performing post will have something to do with the time of posting.

Don’t get me wrong.

I’m not saying that the time is the only variable you need to get right, but it is safe to say that getting the timing right is an indispensable part of the entire Twitter success puzzle that shouldn’t be overlooked.

Now, if you search the internet, you will find various statistics about the best time to post.

However, these statistics are general and might not be applicable in your case.


It all depends on your audience (their time zone, activity, and habits) – so analyze your site – centric data and schedule your posts based on these insights.

Once you find out your best posting time, make sure that you schedule at least one post per day.The

4. WHERE: Where do your followers hang out?

There are many social media sites out there, and chances are, your followers are on a couple of them.

Knowing your audience’s habits will allow you to drive traffic to all of your channels through cross – posting, but it will also make you more aware of the campaigns and messages you share and ensure that you don’t bore your followers by targeting them on every channel.

5. The HOW: How to elevate success by finding out what works?

Let’s face it.

No matter how “good” you are, not all of your tweets are going to accrue the same interest.

We already mentioned that posting time has a lot to do with it, but so does the content’s relevance.

To be able to optimize your content for higher engagement, you need to make an educated guess about what made a particular tweet stand out among thousands of other tweets that showed up on your followers’ feeds at that very second!

Think about it – what is it that your audience is after?

Go back to your demographic and compare the insights about their age, location, gender and so on, with your top performing tweets in order to find the kind of content that makes your audience hit the favorite or retweet button.

For example, it is universally acknowledged that people tend to respond more to visuals than they do to plain text.

So go ahead and include photos or videos to your tweets!

Also, in terms of plain text, the “less is more” rule couldn’t be truer.

People have a short attention span, and they like condensed informative pieces of content that are easy to swallow.

So, even though you now have 280 characters at your disposal, it is never a bad idea to keep your messages as short (and sweet) as you possibly can.

Okay. Now you know what information you should be looking for.

But how do you find this information?


Here are a couple of

Twitter Analytics Metrics You Should Care For

Find the Ingredients to Success with Top Tweets

A Top Tweet is a single tweet that has been seen by the biggest number of people in a given month.

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

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

And second, since you are certain that this particular tweet resonates with people for some reason, you might want to consider giving it a little boost by promoting it further.

Create Powerful Call to Actions by Assessing the Engagement Rate

Follower engagement shows that a tweet not only shows up on your followers’ feeds but that they also feel the urge to further engage with this tweet.

Now, here’s the catch…

The engagement itself is a misleading stat.

Remember what we said about context?

Not having context is one of the main challenges that brands face when they’re analyzing their social media presence. Without context, you can only get what’s known as vanity metrics – as you can’t assign them any meaning.

So, how do you turn follower engagement into a metric that you can actually use?


Divide the number of times your content has been engaged with by the times that your content has been seen (your content’s impressions).

This will give you the engagement rate.

You can use this stat to find out what kind of calls to action inspire your audience to engage.

Find Brand Spokespeople with Followers and Mentions

There are two metrics that will show you, potential brand spokespeople.


When it comes to followers, you should take into consideration the following metrics:

Number of New Followers

Each month, you need to assess your follower count and see whether this number goes up, down, or stagnates.

You’ll know that you’re doing a good job if the follower number steadily increases each month.

If it drops, on the other hand, you need to find out what caused your followers to leave: have you stopped sharing relevant content, are you spamming, or is the reason for the dropping numbers something entirely different?

Top Follower

Your Top Follower is the most popular user of your entire audience. If you decide to try influencer marketing, this follower should be among your top picks.


Mentions are the instances where another user tags your username in a tweet.

The tweet that has the most impressions among all your mentions is your Top Mention.

Again, just like with the Top Follower, the Top Mention leads you to a user who obviously interacts with their follower list, so keep them in mind as a potential influencer as well.

Get the Timing Right with Impressions and Reach


… show how many times your tweet was displayed on a user’s feed.

Impressions are not limited to your followers, and it’s possible for one user to have multiple impressions for a single tweet.

Now, impressions don’t show the important stuff – like IF and HOW users have engaged with a tweet (and we already said that you shouldn’t care about vanity numbers).

So, what makes them so important that we decided to include them into our list of metrics you need to consider?

If you scroll up to the beginning of this section, you’ll see that impressions play a significant role in determining the context when analyzing engagement – calculating the engagement rate.

So, although impressions are not a key performance indicator, it’s impossible to assign value to your KPIs without knowing how many times your content was displayed.


… shows the number of unique users that saw any given tweet.

Note how we emphasized ‘unique.’

That’s because, unlike impressions, reach does not show how many times your content was displayed – but how many users it reached.

The reach is never the same as your follower count because 1.Your content does not appear on each follower’s timeline and 2. Your reach will expand as users retweet and engage with your content.

Reach, and impressions have a lot to do with timing, so they can help you calculate the optimal posting time.

Optimize Your Ads by Tracking Your Results, Conversions, and CPR

To see how your ads are performing, you’ll need to assess your ads’ impressions, reach, and engagement rate – just like you would with any other tweet.

However, when it comes to ads, there are other metrics to take into account that can also give you some valuable info.


Every ad you invest into yields a particular result: a follow, a retweet, a comment, a website click… You get the point.

However, what can be considered as a GOOD result?

A hundred new followers?

Ten comments?

A couple of retweets?

Whatever positive reaction you get from your audience, it’s great news, but the only way you can measure your results is to put them in a context or, in this case – to compare them to your campaign’s objectives.

So, if your objective was to get website clicks, but all you got were a couple of comments, would you say that your campaign is a success?

Probably not.


Setting the right objectives for your campaign is not only important because it’ll help you determine whether your campaign is a success, but it also enables you to calculate your CPR (cost per result).

Depending on your campaign’s objective, you’ll be charged differently. So, if you’re looking to increase website clicks or video views, you’ll only be charged when this particular action takes place.


Last, but not least are conversions.

Conversions show you how many people engaged with your ad (clicked on it, played a promotional video, etc.), and then took a desired action outside of the Twittersphere – like say, make a purchase or subscribe to your mailing list.

Optimizing your Twitter ads for conversions should be on the top of your list of priorities.

Now that we explained what makes twitter analytics an important aspect of your digital marketing efforts and explored the key metrics that provide you with actionable insight, it’s time to finally list

The Best Twitter Analytics Tools for Your Business as of 2019

We know that there’s a gazillion of articles out there on the best Twitter analytics tools and that you could be anywhere else right now…

… and yet, you’re still here, reading this.

We also know that most of the lists you’ll find on the internet will just confuse you further.

Yes, having too many options to choose from can be just as overwhelming as having too little!

That’s why we decided to make it easy for you:

Instead of just listing the best 15 Twitter analytics tools in no particular order, we’ll give you four groups of tools – each group showing the tools’ most robust features.

We won’t make you wait any further – let’s jump right in.

Social Listening


Dun, dun, dunnnn!

Yeah, we know you expected this:

We made it to our own guide.

But that’s not the reason why we’re here. In fact, rarely ever a top 10 list of social media analytics tools doesn’t include Keyhole.

Keyhole is the go-to tool for individuals and companies looking to understand what topics and types of posts attract their audience’s attention, and track when most of the relevant conversations take place.

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

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

All these benefits ultimately empower users to optimize their content and posting schedule, plan more engaging future campaigns, and make more informed decisions about their brand’s social media strategy.

Price: Keyhole’s new BrandIQ starts at $26 per month, and the advanced suit at $179 per month.


Mentionmapp is a social listening tool that provides a visual map of ongoing conversations that shows who the people who engage with your brand are conversating with within the Twittersphere.

Mentionmapp is a great resource for expanding your network of people you interact with.

Price: Free plans available, paid plan is $27 per month.

Sprout Social

Primarily a social media management tool, SproutSocial also offers a Twitter analytics solution.

Using SproutSocial you can find your top performing content and compare your stats to your competitors.

But what’s put SproutSocial into the Social Listening group are its Trends and Keyword Reports. These reports enable users to track conversations, differentiate between one off mentions and trending topics, as well as gain insight into frequently used keywords and the influencers that are discussing them.

Price: Subscription starts at $99 per month.

Union Metrics

Union Metrics offers comprehensive visual reports which easy to understand and digest and provide you with the data necessary to audit your performance and identify areas of improvement. The scope of functionalities includes:

  • Track keywords and conversations and see which topics make the greatest impact
  • Find contributors and top influencers
  • Estimate the potential size and scope of any Twitter conversation or campaign
  • Perform competitive analysis

Price: A couple of free tools (Twitter Assistant, Twitter Snapshot Report), paid plans start at $49 per month

Automation and Analytics


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

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

Price: Freemium, paid plans starting at $19 per month


Buffer is one of those content scheduling tools that most marketers have heard of.

With post scheduling in its focus, Buffer’s analytics show the impact of each piece of content: measuring the clicks, retweets, mentions, and potential reach.

The neat, easily digestible reports are just the icing on the cake.

Price: Varying pricing options, Buffer Analyse starts at $50 per month


The last Twitter analytics tool on this list we’ll talk about in this post is AgoraPulse.

Just like Buffer and Hootsuite, it’s primarily a social media management tool but offers analytics and reports as a part of the package as well.

AgoraPulse’s reports will give you an insight into what hashtags work when’s the best time to post, analyze your performance over a period of time and find out what type of content resonates best with your audience.

Price: Monthly plans start at $99, whilst annual plans at discounted $79 per month.

Competitor Analysis


Twitonomy is a comprehensive tool that allows you to analyze your competitors’ activity and performance, including:

  • The twitter lists your competitors are part of
  • Your competitors’ tweets, retweets, mentions, replies, time of tweeting, etc.
  • Top performing content and hashtags
  • Twitter users who your competitors are engaging with most frequently

The great thing?

Twitonomy presents all these stats using easily digestible graphs and visuals.

Price: Free, paid plans start at $19 per month is a handy free tool that you can use to research any user on Twitter. The only thing you need to do is to type in the username in the search box, and will generate a short report including:

  • Profile info (joining date, location, timezone, language, bio, and so on)
  • Number of tweets, follower count and other similar stats
  • Most popular hashtags
  • A list of Twitter users your competitor (or the profile you’re analyzing) has interacted with
  • A timeline based on the latest tweets

Below are some screenshots of what you can expect to get from this tool.

Price: Free


Tweetstats is all about timing.

The tool empowers users to optimize their social media strategy by tracking any user’s Twitter activity and interpreting it using simple, easy-to-understand graphs.

So if you’re trying to understand at what time and on what day of the week your competitors are the most active, or simply want to see an overview of your tweeting activity, you may have found what you needed.

Price: Free


Quintly is a social media benchmarking tool that enables users to monitor their key performance indicators and see how they’re performing against their competitors.

With a simple and intuitive interface, the tool is very easy to use, even for beginners.

Another great plus:

You can customize and automate the reporting process, according to your needs and your desired results.

Quintly integrates with all major social media platforms, including Twitter, LinkedIn, Instagram, YouTube, Facebook, and Google+.

Price: Free plan for individual users, varying enterprise pricing models starting at $199

Follower Analysis

Native Twitter Analytics

Twitter’s native analytics tool, named (you guessed it) – Twitter Analytics organizes stats in four sections: account home, activity, campaign, and audience.

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

The Tweet activity dashboard will show metrics related to the performance of past Tweets: impressions, retweets, replies, likes.

The Campaign dashboard allows you to track your campaign’s results, engagement rate, CPR, and impressions – equipping you with all the information you need to optimize your ads.

Finally, the audience insight dashboard gives you a robust insight into your followers.

The reason why we decided to place Twitter Analytics into the Follower Analysis group?

Twitter Analytics’ audience insights are, hands down, its shining feature:

Extremely comprehensive, the audience dashboard allows you to fully understand the community that engages with your brand.

For more info on how to access the audience insights dashboard, visit:



Although SocialBlade’s primary focus is YouTube analytics, the tool does come in handy when used for analyzing follower and tweet counts for Twitter.

Free and easy to use, SocialBlade provides a month’s worth of stats on followers, following and tweets, future predictions, as well as live follower count.


It’s not very robust and doesn’t offer as much info as other tools, but it provides a quick way to see how you are performing follower-wise or check if an influencer you planned on partnering up with is worth the investment.

Price: Free


Followerwonk is a great tool to conduct community research.

Using Followerwonk, you can:

  • Search bios based on keywords to find influencers within your niche network
  • Track, sort and compare your followers and following with the audience of other users to find overlaps and new target markets
  • Analyze any Twitter user’s follower activity to discover dormant followers and influencers

The downside is that although a lot of functionalities are free, if you want unlimited stats and extensive reports – you have to cash out.

Price: Freemium, paid plans start at $29 per month.


Klear’s primary focus are Twitter influencers – with users grouped into 60,000 categories, you can easily narrow down your search and find influencers that fit your requirements.

The problem?

The free tools don’t offer enough data to be game-changing for your business.

So, if you want to access relevant stats and reports, you have to pay what some reviewers consider a steep price for what the tool offers.

Price: Free limited plan, paid plans start at $249 per month

Let’s wrap it up!

To improve their chances of success and survive the rapidly evolving business landscape, modern organizations need to continually monitor the marketplace and adapt to the ever-changing needs of their customers.

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

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

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

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

And with Twitter analytics gaining in popularity, there’s a plethora of Twitter analytics tools to choose from.

So, how do you decide when you have too many options?

The tools that we listed in this guide are not the only ones out there, but they are by far the most widely used ones, so you can’t go wrong choosing any one of them.

We do, however, urge you to first assess where you stand in your business, and what’s your purpose and only then make your choice. Although most of these tools offer similar features, they all have something that’s in their primary focus.

Keyhole, for example, offers unparalleled hashtag and social listening reports, Buffer is great at scheduling and optimizing your posting time, Klear at finding influencers and so on.

Of course, let’s not forget to mention that most of the tools we listed are either free or offer a free trial, so it would cost you nothing at all to test out a few of them to entirely understand your preferences and see which tool best fits your needs.

That’s it from us – now it’s your turn to use all this knowledge to improve your targeting and boost your business results.

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