What is a Brand Ambassador? & How to Launch a Successful Ambassador Program

what is a brand ambassador and how to create a brand ambassador program

What are brand ambassadors, how are they different than influencers, and how can you create a successful ambassador program? 

We’ll walk you through what a brand ambassador is, the difference between brand ambassadors and influencers, and creating a brand ambassador program best suited to your needs. 

Jump Links

The New Age of Marketing

Brand Ambassadors vs Influencers

Why Use Brand Ambassadors?

How to Create a Successful Brand Ambassador Program
1. Find the Right Ambassador For You
2. Selecting a Brand Ambassador Program That Meets Your Goals
3. Reach Out to Selected Brand Ambassadors
4. Set Up Your Campaign and Track Results

The New Age of Marketing

Social media has forever changed the way we create, place and consume content. 

However, one thing has remained the same throughout the years – consumers trust other consumers more than they trust brands.

Organizations have always been aware of how powerful social proof can be, and with the availability of information in the Digital Age, social proof has become one of the most important pillars of a successful brand.

Instead of remaining faceless, brands are choosing to partner with influential individuals that align with their brand image and values. 

These influential individuals are what we call brand ambassadors

In the early to mid-1900s, companies worked with “brand managers” who were also sometimes called “product managers”. 

In the early 2000s, the term brand manager was replaced with brand ambassador

Brand ambassadors were typically celebrities (mainly actors or musicians) who were paid to endorse a brand and show up on various commercials and promotional material.

Back in 2012, for example, Beyoncé signed a whopping $50 million deal with Pepsi to become the brand’s global ambassador.

Celebrity branding - Beyonce for Pepsi

With the rise of social media, those who were once considered “ordinary people” now have the ability to build a following and have extraordinary influence over the masses by producing, publishing, and sharing content online.

Today, brand ambassador contracts expand far beyond celebrity branding.

This is also where the lines began to blur between what a brand ambassador was in comparison to similar terms, such as brand advocates or influencers. 

Brand Ambassadors vs. Influencers

When brands consider partnerships, their minds usually jump to influencer marketing, and collaborating with celebrities and influential social media users that may not have reached a celebrity status, but still maintain a loyal following. 

Suggested Reading:  Instagram Influencer Marketing: A Start-to-Finish Guide

However, partnering with an influencer for a campaign is different than having a brand ambassador.

Influencers are usually used for a single campaign, and once that campaign is over, they end the collaboration with the brand. They may agree to work on future campaigns together, but they are not exclusively promoting a single brand. 

Brand ambassadors are people who have agreed to collaborate with a brand on a long-term basis and as a result, become the “face” of the brand.

brand ambassador for go pro, team USA, and team toyota
Paralympian Amy Purdy as Team Toyota’s brand ambassador.

Put simply, a brand ambassador is always an influencer, but an influencer does not always become a brand ambassador.

Another term that usually adds to the confusion is “brand advocate”. 

While brand ambassadors and influencers get compensated for their work and association with the brand, brand advocates support a brand not because they are paid, but because they are true fans. 

Brand advocates, unlike influencers and brand ambassadors, do not always have social influence.

Now that you understand the differences between a brand ambassador, influencer, and brand advocate, let’s see how you can benefit from brand ambassador marketing.

Why Use Brand Ambassadors?

According to a 2015 survey commissioned by the American Association of Advertising Agencies, 96% of consumers don’t think that marketers practice integrity. 

The 2019 Edelman Trust Barometer Special Report: In Brands We Trust shows that for 81% of consumers, trust is a deciding factor in their buying decision.

It’s no longer enough for a brand to be creative and come up with snappy taglines and eye-catching ads. 

The Edelman report shows that 74% of people, in fact, avoid ads.

statistics reinforcing that 3 in 4 people avoid ads. 74% of people avoid ads.

So, how can a brand get ahead when ads are not seen by the majority of potential customers?

Easy – by using one of the oldest rules in the book: get someone who’s already trusted to talk about the brand.

statistics showing to get someone who's already trusted to talk about the brand.

Data shows that influencers could be your getaway to higher sales and increased consumer trust. 

Audiences do not perceive sponsored content as blatant advertising, especially since many influencers are selective about the companies they work with, and only tend to recommend products they truly like. 

By selecting an influencer to use as a brand ambassador, you will be able to tie their face to your brand.

Use this relationship to promote your products and build trust at the same time.

Brand ambassadors are key to putting an authentic touch on your marketing strategy.

How can you create a brand ambassador program that drives results?

How to Create a Successful Brand Ambassador Program

1. Find the Right Brand Ambassador for You

There are multiple ways you can identify potential brand ambassadors. 

One option is to go through your list of followers on your social media channels and find an influential user who has been engaging with your posts regularly. 

This technique will help you find a potential brand ambassador that’s already a fan.

The downside is, going about it this way is very time-consuming, especially if many people are already engaging with your content.

Another option is to search for hashtags that are related to your brand and what you do. 

Look at the posts that show up under the “Top” tab – chances are, a lot of these creators whose content is trending already have an established follower base and can be a good fit.

For example, we searched for #FitGoals on Instagram and this is the result we got:

#fitgoals instagram hashtag search results

You need to determine if there is high engagement for each photo, and then review the profile of the creator and judge how their other posts are performing.

This is the only way you can see if someone’s activity and public image are in alignment with your needs and requirements.

A third way to do this is to join an influencer marketing platforms such as Upfluence, Post for Rent or Tribe.

These influencer marketing platforms will give you an overview of the influencers that work in your industry and provide you with insight into their statistics.

Members on these platforms are typically already open to collaboration, so you won’t be wasting time reaching out to people who are not interested in partnerships.

upfluence - an influencer platform to help connect brands and companies

Despite whatever strategy you select, it’s best to test the waters with a couple of influencers to see who is delivering the highest ROI or is the best fit for your brand.

But how do you know that the individuals you choose reflect your brand image and are worth your money?

Here are some guidelines that will help you source the right brand ambassador:

Stay in your Niche

You wouldn’t want to contact a food blogger who specializes in baked goods if you’re looking to promote fitness gear. 

We’ve seen it happen, and trust us, it doesn’t work. 

Every influencer has a tribe of followers interested in a specific type of content. 

If you get someone to promote your brand to their audience and their audience is not interested in the types of products you offer – you’re just wasting your time and money.

Look at the Numbers

Some believe that brand advocates and other fans with a very humble following can be great brand ambassadors who will promote the product to their narrow circle of friends and family.

We don’t agree.

A brand ambassador needs to be someone with an established audience. 

@amypurdygurl on instagram

They can be someone who loved your brand even before you contacted them, or didn’t know about the brand, but are using the products after you agreed to work together.

Regardless, they need to have influence, so that their recommendation reaches as many people as possible.

But what does having an “established audience” mean exactly?

It will all depend on your goals, budget, and business.

In general, we’d suggest working with someone who has at least 4000 – 5000 real followers. 

You can check the authenticity of the followers using free tools like IG Audit or Twitter Audit.

It’s also important to check how many people are engaging with their content. 

Although although helpful in making a preliminary selection, the number of followers is a vanity metric, and doesn’t actually show the social influence this person has in their community.

For example, if you have a tight budget but want to gain exposure, you’d be looking for someone who has anywhere between 4000-10000 followers, with a high engagement rate (>4%).

Think Long Term

When looking for a brand ambassador, you’re looking for an individual with whom you can have a long and rewarding relationship. 

The person you choose to work with needs to carry themselves with professionalism both online and offline, always have your best interest in mind, and help you grow your brand, build trust, and attract new customers.

2.     Selecting a Brand Ambassador Program that Fits Your Goals

Think about what you’re trying to achieve with your brand ambassador program, and how much you’re willing to invest.

Different brands offer different terms to their ambassadors and have different requirements for their  programs.

@sachisms brand ambassador collaboration post

There are a plethora of ways to set up your brand ambassador program:

  • Send your ambassadors complimentary products.
  • Offer your ambassadors a discount on your products.
  • Pay the ambassadors on a retainer basis. 
    • With this payment model the brand ambassador agrees to be on-call for a fixed monthly fee.
    • This fee needs to be paid regardless if you’ve tasked your ambassador with work or not.
  • Create an affiliate program.
    • Ambassadors get a commission on purchases linked from their promotional activities. Affiliate programs typically include a unique discount code that serves as an incentive for the audience to purchase.

You can also combine any of these options to build out your unique ambassador plan. 

3.     Reach Out to Selected Brand Ambassadors

After you’ve selected a program and compiled a list of influencers, it’s time to get in contact!

Keep in mind that some influencers are already getting many collaboration invitations, or may have ongoing contracts with other brands. 

Sending a generic, copy and pasted message won’t get you their attention or a reply.

Take a look at the following example.

generic instagram message

Do you think this company got an enthusiastic answer (or any answer at all)?

Just dropping a comment asking for a collab, or sending a generic direct message to someone you’d like to work with won’t cut it.

So instead of just popping up in your target’s inbox out of nowhere, you first want to engage with their posts by liking and commenting on them. 

Ensure that you leave relevant and thoughtful comments – if you plan on just copy-pasting the same comment over and over again on every profile you stumble upon, it’s better not to do it at all.

When making direct contact with the influencer you’d like to be your brand’s ambassador, personalize your message by mentioning some relevant information they’ve shared with their followers.

Let’s say the influencer you’re contacting is on a 100 days squats challenge.

You might send them something like this:

influencer outreach email

It’s simple to establish meaningful contact to stand out. 

4. Set Up Your Campaign and Track Results

Once you and your brand ambassadors have come to an agreement, you’re ready to give them their first task.

To make the collaboration enjoyable and friction-free, consider the following:

Communicate your expectations.

Be clear about what you’re trying to achieve, whether that’s more traffic to your website, higher sales, or increased follower numbers.

Let the ambassador know what metrics you’ll use to measure their results: sales, reach, engagement, ROI, traffic… select your key performance indicators based on your goals.

Sign a contract.

Put everything into writing: the terms, the compensation, the expected activities, the contract cancellation, and other policies that are relevant to the collaboration.

Provide context.

Give your ambassadors information about your brand, your mission and objectives, and explain what kind of content would be in line with your brand image.

Measure results.

Track everything your ambassadors do: how often they post, what kind of content they create, how much engagement each post related to your brand has, and more.

By measuring everything, you’ll easily determine the ambassadors that bring the most value and get some ideas on how you can optimize your strategy.

Brands nowadays have a hard time gaining the trust of the busy and often overwhelmed consumers. Surveys show that consumers trust fellow consumers and influencers more than they trust corporations.

Brand ambassador programs provide brands and influencers with a win-win scenario.

Brands can use the persuasive power and social reach of influencers to get on the radar of new audiences and build trust, and influencers can get compensated for recommending a product or a service.

Brand ambassadors are easy to integrate into your marketing strategy.

When curating brand ambassador programs, they can be easily tailored to fit different objectives and even the smallest of budgets. 

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

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.

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

keyhole dashboard

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


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 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 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 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


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


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 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 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 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 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 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.

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
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. 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.


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.


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. 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.


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]

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



Foller.me 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 Foller.me 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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