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

As marketers, we all want to prove the value of our marketing efforts, especially on social media.

But how do you do that?

Nothing beats a concrete, data-driven, simple, and easy-to-understand social media report.

Tracking your social media metrics gives you a complete picture of how all your accounts are performing and you can finally prove whether the social media budget you ask for during the last marketing meeting had any ROI.

But wait, the idea of creating reports bores you to death.


In this blog post, we’ll take you step-by-step through building your own analytics report in the simplest and most efficient way.

Jump Links:

Tips on Custom Reporting:
1. Identify Your Social Media Marketing Goals
2. Define Your Reporting Time Frame
3. Keep Your Social Media Report Short and Sweet

Determining Your Audience: Who’s Seeing the Report? 

What Information Your Audience Needs In a Report
1. Report Introduction
2. Success Overview
3. Data Tracking
4. Analysis
5. Conclusion

Presenting Your Information 
1. PDF Social Media Report
2. Excel Spreadsheet
3. Google Slides / Powerpoint Deck

Let’s get started!

Tips on Custom Marketing Reporting

Creating a custom marketing report involves much more than just finding out who followed you or which photo they liked. 

A custom report allows you to turn such data into actionable insights.

By tracking your social media account metrics and insights over time and thoroughly analyzing them you’ll continue building a successful social media strategy for your clients.

There are a few tips you need to follow when creating custom social media reports: 

1. Identify Your Social Media Marketing Goals

Before you do anything you must first understand why you’re doing it. Similarly, before you start creating your social media report, you must determine your social media goals. 

Why are social media goals important?

There is so much that you can add to your report. But, a lot of it might end up being useless. 

You don’t want people reading pages of useless data. You’ll end up looking unprofessional and no one will take you or your report seriously. 

The metrics and insights to include in your social media report will depend on your social media goals.

For instance, if your goal is to grow your social media following then it won’t be helpful to capture data regarding your website traffic.

But, if you’re trying to drive people to your website then you need to show how social media traffic affected your web traffic. 

Determining your goals beforehand allows you to dedicate your social media report to your ongoing activities and show whether you’ve hit your goals and if not, you’ll be able to explain why and how to address your failures efficiently.

While every company’s goals will be a little different, common social media goals include: 

  • Increase brand awareness
  • Drive traffic to your website
  • Generate new leads
  • Grow revenue
  • Boost brand engagement
  • Build a community around your business
  • Effective social customer service

Identify a set of your own social media goals that will help you make sense of your social media report.

2. Define Your Reporting Time Frame

Do you want to create reports weekly, monthly, quarterly or yearly? 

It’s important that you set a time frame. 

Your time frame depends on the purpose of the report or your preferred workflow. For instance, if you’re creating a social media campaign report, then the report will cover the timeline of the campaign. 

When deciding your time frame it’s also important to consider how you want to evaluate your marketing progress.

Common time frames to evaluate are a month over month comparison, or quarterly updates.

3. Keep Your Social Media Report Short and Sweet

Reports can be quite boring especially for people who are not involved in the tasks being evaluated. So, keep things concise and to the point. 

Not many people are fans of numbers so make compelling conclusions. Numbers alone cannot tell a story.

Make sense of each number so that your audience can have a better idea of what they mean. 

Focus on showing off the value of what you’re doing day-to-day. In short, sum up your wins, losses, and opportunities.

Determining Your Audience: Who’s Seeing the Report? 

You may have all the numbers, you may actually be doing a pretty good job with your social media accounts, but if your client doesn’t understand what you’re trying to say, your report won’t be helpful.

A custom report should be based on who’s going to read it. 

Is this report meant for the marketing team that is familiar with how social media works? Or is it for the sales director who is not too familiar with social media?

Sometimes you may have to create multiple reports to suit different audiences to make sure that everyone understands what you’re trying to communicate.

Your audience will determine how simple or complex the language of your report will be.

It will also affect the length of your report, your summary and even key takeaways. 

For instance, if you’re dealing with the marketing team, you may use industry jargon as they are more likely to understand it without you having to explain. But, the same can’t be said of the Finance team. 

The people at the top of the organization’s hierarchy will be more focused on conversions and financial figures. The less familiar your audience is with social media, the more concise your report needs to be. 

Determine what’s most important to your audience and focus on those numbers and facts.

As you can see, your report will mainly ride on who needs insights, and why they need them.

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

What Information Your Audience Needs In a Report

Your social media report can be as sketchy or as detailed as you want. It all depends on why you’re writing the report. 

However, there are a few important details that your report should have to make it more efficient. 

1. Report Introduction

Your intro should give your audience context so that they know what to expect and get them excited about the report.

Introduce your report with a quick summary of your goals, your strategy, tactics used, and success metrics. The summary will give context to your audience and let them know what to expect in the rest of the report.

2. Success Overview

Next, provide a quick snapshot of the overall performance. This should contain just a short overview of the most important results. Here, consider what is most important to your audience. 

Remember, it’s just a quick overview of the most important analytics. You’ll get into the details in the next section.

3. Data Tracking

This section is all about the numbers and it’s where you get into the details. 

The specific data you include in this section will depend on your goals and the related metrics that you’re tracking.

Here are some of the most common metric to include for each of your social networks:

Likes and Follows

Likes and follows are often considered vanity metrics but they are still important numbers to be aware of.

Likes and follows reflect on brand awareness, give you an idea of your potential reach, and show whether or not people like your content enough to follow you on social media.

When reporting this metric, show how your likes and follows have grown or declined over your reporting timeframe. In doing so, you show where the brand is at and how much love the brand is getting.

Tracking your followers is a good indication of whether or not your social media strategy is working, so be sure to include these metrics in your analytics report.

Reach and Impressions

Reach and impressions refer to the potential number of people that have seen your social media posts

These metrics are important because they help you and your clients understand how visible your posts are over and above the number of likes and follows you have. This is because some people may see your post but not like or follow. 

Reach and impressions, therefore, help put post engagement into perspective. 


Speaking of post engagement, engagement is another very important metric on its own. Make sure to include the number of engagements your social media accounts have garnered. 

You can breakdown engagement in terms of per post, per follower, and total engagement.

Engagement is an important metric because it reveals whether your content resonates with your audience. If it does, then your audience will be interested in and interact with your social media accounts and posts. 

Engagement also shows you the quantity and quality of the interactions your social media accounts and posts get. The more engagement you get the more brand exposure you receive.

engagement rate formula

If your audience is loving your content then they will likely like it, share it, follow you, or even comment on your posts.

Engagement thus lets you know if you need to tweak your content to make it more relevant to your audience  

Best Performing Posts

Still on content relevance, track which of your posts perform the best. This kind of metric allows you to see which type of content resonates the most to your audience. 

A video post may perform better than your text post or the poll you ran may have gained you more engagement than any other type of content. 

Tracking which content performs best every now and then will help you stay up-to-date with trends and inform your content strategy to ensure that you keep giving your audience the content that they want. 


Having a million likes and followers means nothing to your bottom line if these fans don’t take the desired action.

Whether it is signing up to your weekly newsletter, downloading an app, buying a product, opening an email, scanning a QR code, etc. your fans need to take some kind of action to make it all worth it. 

Record metrics on how many people converted from fans to taking the action you wanted them to take. 

Clicks and Traffic

If one of your goals is to drive traffic to your website, then you must include this metric in your report. 

Track how many clicks your links got. If you are running social media ads the number of clicks each ad received is of paramount importance.


You have a higher chance of converting someone that is in your target audience than someone who is not.

Find out who your audience on social media is to determine whether you are reaching the right people. 

Include data on your most active users, who participates in conversations, most active users, and influencers. 

Include a breakdown of your audience’s demographics (location, gender, language, interests, occupation, and age).


Include data on the number of times you are mentioned on social media. This metric helps you track your reach and brand awareness. 

You certainly want to be aware of what people are saying about your brand and where possible, to be part of that conversation. 

There are lots of marketing automation tools that you can use to help you monitor your mentions on social media. 

Branded Hashtags 

It’s also important to monitor and measure hashtags especially if you are reporting on a specific campaign that includes a branded hashtag. 

Seeing how people are interacting with your hashtags gives you an idea of how your brand is performing in terms of awareness and reach. So include this metric in your report. 

Influencers and Advocates

Working with influencers has a wealth of benefits for any company. However, for influencer marketing to work you need to work with the right influencers. 

It’s, therefore, important to track your top influencers and people that interact with and share your content. These are the people who you may want to work with when creating targeted.

4. Analysis

You only gain value from your social media report if your metrics provide some context. 

Once you have all your important data recorded, go beyond the numbers by analyzing your metrics and translate them into actions. Show your audience what the numbers mean.

Data on its own is just numbers. Mention what your goals were for the report timeframe and how each metric matched up to these goals to be able to paint a fuller picture.

Next, explain to your audience what you’re going to do based on the numbers that you recorded.

For instance, if video posts are receiving more love than text, you could propose to produce more videos for future posts. 

This is where SMART goals come into play.

This section doesn’t need to be wordy. Bullet points will do. You simply need to show that you’re working toward something. Remember we’re trying to keep the reports short and sweet. 

Analyzing your data not only helps you understand whether you’re reaching your goals but also guides you on what you need to change to achieve them if you’re not.

5. Conclusion

The summary is an important part of your report. This is the part that most people, especially those not familiar with social media, will be looking forward to. 

Conclude your report with a summary of lessons learned, and how those lessons will inform your future strategy.

Presenting Your Information 

Remember, numbers are boring, and can be difficult to digest.

Make your report exciting by designing it into an engaging visual that presents your data in a logical and comprehensible way.

When designing your report don’t overthink it and go overboard. Don’t try to fit too much information into one sheet as this overwhelms the reader. 

Use visuals as much as possible to catch and keep your audience’s attention. Use graphs, charts, tables, images, bright colours to highlight important details and so on. 

There are several formats that you can use to present your report. No one is better than the other and whichever format you choose totally depends on your preference. 

Here are a few ways you can build your report: 

1. PDF Social Media Report

The easiest way to share your social media report with your client is as a PDF report.

You can easily edit your PDF report with Adobe Acrobat, Adobe Illustrator, or any other PDF editor that you have and them simply attach it to an email and send it to your clients. 

PDFs are also easy to print, so you can print a copy for your client and use it to a meeting or file it for future reference.

Keyhole allows for users to export data and analytics dashboards into a PDF or Excel sheet. Give it a try here!

2. Excel Spreadsheet

You can also present your social media report as an Excel spreadsheet.

A spreadsheet is especially great when you want to visualize your growth trajectory in one page.

Another added advantage of a spreadsheet is that you can use Excel formulas to easily formulate data comparisons, calculate percentage rates, or display charts and graphs.

Most reporting and social media analytics tools allow you to export your analytics report as a CSV file so you don’t have to do it manually. 

3. Google Slides / Powerpoint Deck

If you’re going to conduct a presentation on your social media report consider using Powerpoint or Google Slides. 

A slideshow is a great way to present your analytics report to your client, whether in-person or in a virtual meeting. A slideshow looks more professional and is easy to follow and pay attention to. 

Creating a social media report may seem like a complex task, but by breaking it down into simple steps, it becomes easier and even exciting.

Now that we’ve walked you through how to create an efficient social media report, you’re ready to get started!

Related Articles:

Top 25 Social Media Analytics Tools: The Definitive Guide

Marketing Report Essentials: How to Create Perfect Reports and Impress Clients

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

What Is The Optimal Social Media Post Length?

What is the optimal social media post length?

If you’re going to be posting actively on social media, you should try to make the most out of it.

Every social media platform has its own ideal post length that is most likely to resonate with users.

Jump Links:

Ideal Facebook Post Length
Ideal Instagram Caption Length
Ideal Tweet Length
Ideal Linkedin Post Length

How Can I Track the Best Post Length For My Brand?

What Is The Ideal Facebook Post Length?

The ideal Facebook post is very short: around 40-80 characters.

Jeff Bullas found that posts with 80 characters or less received 66% higher engagement.

What Is The Ideal Instagram Caption Length?

The ideal Instagram post is between 138 to 150 characters.

While the Instagram captions can be up to 2,200 characters long, captions get visually cut off at around 125 characters. Therefore, it’s recommended to keep your copy brief.

However, there is conflicting evidence on this, as some studies have shown longer Instagram captions to receive more engagement.

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

What Is The Ideal Tweet Length?

The ideal tweet is between 70 and 100 characters.

While Twitter recently increased their maximum tweet length from 140 to 280 characters, people still prefer tweets that are short and sweet.

What Is The Ideal LinkedIn Post Length?

The ideal LinkedIn post is about 100 characters.

The “See More” link appears at about 140 characters, so it’s best to keep posts short enough to avoid being cut off.

How Can I Track The Best Post Length For My Brand?

All these post lengths are based on averages across many different types of accounts.

What works for your brand and your industry may be very different than what works on the average. It’s recommended that you first experiment with different post lengths and formats.

By using a tool like Keyhole, you can track which post lengths receive the most engagement for your brand.

Related Articles:

Writing Instagram Captions that Convert: Content, Formatting, and Hashtags

The Top 25 Social Media Monitoring Tools

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

How Do I Calculate Social Media Conversions?

While most brands think of their social media content as a way to boost visibility and engagement, there’s also the potential for social media lead conversion.

Jump Links:

What is a Conversion?
How Can You Drive Conversions on Instagram?
What is Conversion Rate?
How Do You Calculate Conversion Rate?
What is a Good Conversion Rate?

What is a Conversion?

A conversion takes place when a user does what you want them to do.

In the case of a social media conversion, this means a user that completed an action with your business that originated from social media.

A conversion can take many forms depending on your business goals:

  • Making a purchase
  • Filling out a form
  • Calling your business
  • Using your online chat
  • Subscribing to your blog
  • Starting a product trial
  • Downloading your app
  • Visiting your website

How Can You Drive Conversions on Instagram?

While it’s easy to get in front of people on Instagram, businesses don’t always know how to turn their audience into paying customers.

Here are a few ways to drive Instagram followers to convert on your website:

  • A link in your bio
  • “Swipe up” Instagram Story links (a feature only available to those with over 10,000 followers!)
  • Custom UTM links from your influencers
  • Instagram Shopping links
  • Instagram Live product demos
  • Instagram retargeting ad campaigns

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

What is Conversion Rate?

Conversion rate is the percentage of your total audience that completes a conversion action.

How Do You Calculate Conversion Rate?

Conversion rate is typically calculated as the number of conversions divided by the number of website or landing page visitors.

Here’s our conversion rate formula:

For example, if you received 10,000 website visitors originating from Instagram and 100 of them made a purchase, you would have a 1% conversion rate.

What is a Good Conversion Rate?

According to WordStream, the average landing page conversion rate is approximately 2.4%, but this varies widely per industry.

Related Articles:

The Top 5 Social Media Strategies For Marketing Success in 2020

Top 25 Social Media Analytics Tools: The Definitive Guide

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

How Do I Live Tweet My Event?

Live tweeting is a great way to boost visibility of your event and create buzz in real time, while it’s happening.

Jump Links:

What is Live Tweeting?
Why Should You Live Tweet?

5 Tips for Live Tweeting an Event:
1. Create an Event Hashtag
2. Schedule Important Tweets
3. Identify Influencers in Advance
4. Post a Variety of Content
5. Don’t Sacrifice Quality

What Is Live Tweeting?

Live tweeting your event is the act of sharing information about your event on Twitter in real time.

It’s either used to promote live discussion between event attendees, or to keep your audience engaged and informed at the event, or even if they’re not able to attend your event themselves.

Why Should You Live Tweet?

Love it or hate it, Twitter is still the best social media platform for live conversations. It’s where people go online to participate in a live experience together.

Popular TV shows, sporting events, awards shows, and breaking news are all discussed in real time.

By live tweeting your event, you can boost brand engagement and draw in new followers. By encouraging your attendees to live tweet your event too, it helps your brand reach a new audience.

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

5 Tips for Live Tweeting an Event

1. Create An Event Hashtag

By creating a branded event hashtag, you’ll give your audience an easy way to participate in the discussion.

And by using a consistent hashtag, you can track the overall visibility and engagement rate of all your event posts.

The CIA live tweeting the Oscars.

2. Schedule Important Tweets

You’re likely going to have a lot going on during an event. By scheduling important tweets in advance, you’re less likely to miss posting important details.

3. Identify Influencers in Advance

Do you know who’s going to be attending your event? Research their Twitter handles in advance so that you can tag them and track them at the event.

And by tracking your influencers who live tweet your events, you can identify potential brand partnerships.

4. Post a Variety of Content

Give your audience as rich of an experience as possible. Consider posting content such as:

  • Quotes from presenters
  • Answers to Q&A
  • Behind-the-scenes photos and videos
  • Retweets of attendees
  • Humorous or insightful commentary

5. Don’t Sacrifice Quality

While things may move fast, focus on posting high-quality, accurate content rather than always aiming for speed.

Your tweets must make people feel like they’re experiencing the event with you, not being broadcasted to.

Related Articles:

How to Create an Epic Twitter Hashtag Campaign

Top 13 Twitter Analytics Tools in 2019

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

How Can I Use Geotagging in My Digital Marketing?

Geotagging is a convenient way to reach local customers on a variety of online platforms. Here are some tips to use geotagging to boost your marketing efforts.

Jump Links:

What is Geotagging?
Why Should You Use Geotagging?

4 Ways to Use Location Based Marketing:

1. Geotag Your Instagram Posts
2. Geotag Your Other Social Media Posts Too
3. Use Local Search Ads
4. Real-Time Geolocation Marketing

What is Geotagging?

Geotagging is the process of adding geographical metadata to your online content with the purpose of identifying the physical location of where the content was posted from.

Geotagging may be in the form of latitude and longitude coordinates, or it may involve tagging a place name, like an attraction or a business.

Why Should You Use Geotagging?

If you’re a location-specific business, you stand to benefit most from growing a local audience.

By tagging your website or social media posts with your physical location, you make it much easier for local customers to find you.

This benefits users too. In an infinitely large online space, users still crave the ability to find local content, because they want to find the content that’s most relevant to them.

4 Ways to Use Location-Based Marketing

1. Geotag your Instagram Posts

Instagram allows you to tag your photos, videos, and Stories with a physical location.

Why should you use Instagram geotagging?

By tagging your Instagram posts with your location, you are more likely to show up in local users’ Discover feed, or for users who are specifically searching that location.

This is a great, low-effort way to boost engagement.

You can also tag your posts with an event, so that eventgoers can find your content.

2. Geotag Your Other Social Media Posts Too

Facebook, YouTube, Twitter, and most other social media apps also let you tag posts with your location.

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

3. Use Local Search Ads

If you’re trying to target an audience with a specific location, you can run location-targeted ads on Google, Bing, and other search engines.

Your ads will target users who are searching with your specific location keywords, either in their search results page or on the map results.

4. Real-Time Geolocation Marketing

If your business has its own app, you can use your customer’s physical location to present them with an offer once they’re within a certain distance of your store.

For example, you could push a notification with a recent sale, or trigger part of the customer experience.

Image from Slick Deals

The Atom movie app, for example, allows you to pre-order concessions like popcorn. Once you arrive at the theatre, your geolocation pings the concession stand to prepare your popcorn for you by the time you arrive.

Related Articles:

Incorporating Memes, Emojis, and Gifs Into Your Social Strategy for Higher Engagement

5 Valuable Hashtag Marketing Strategies Proven to Engage Audiences

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

10 Best Instagram Uses for B2B Companies

Updated on April 3rd, 2020.

When you think of Instagram, the first things that pop into your mind are photos of delicious foods, glamorous celebrities, and adorable puppies. However, with 400 million active users per month, Instagram makes a great marketing platform.

B2C companies are all experiencing success on Instagram, but the majority of B2B firms still have minimal or close to no engagement.

Many B2B brands are hesitant to dive into the world of Instagram as it seems less professional than Facebook, Twitter, or LinkedIn.

But remember, people do business with people, not with other businesses.

Through Instagram, you can advocate your company’s core values, and establish a long term connection with your consumer base.

If you are still lost, below are some areas you should focus on in Instagram B2B marketing to help you get started.

You can also analyze your company’s Instagram account and hashtags using Keyhole.

Jump Links:

1. Company Vision
2. Employee Engagement
3. Company History
4. Thought Leadership
5. Product Demonstration
6. Share Company News
7. Promote Your News
8. Use Hashtags
9. Regram
10. Showcase Creativity!

1. Company Vision

Don’t think of Instagram solely as a marketing tool and constantly bombard your audience with your products and services.

Try to stick with a central message or theme that both represent your company and show personality.

Displaying company culture will allow you to better connect with your targeted audience, and if done correctly, have people immediately connecting your company with a certain keyword.

WeWork does an exemplary job of showing culture and vision through their Instagram.

Their mission is “to create a world where people work to make a life, not just a living,” so their Instagram follows the theme of being passionate and excited about life with photos of funky office decorations and their employees at concerts and parties.

2. Employee Engagement

Employees are a company’s greatest assets, so appreciate the hard work they put into making your company better and stronger, and show them off on Instagram.

IBM hits top of the lists for B2B Instagram accounts with an engagement rate of 4.04%the secret to its success is its focus on employee engagement.

In a recent interview, Katie Keating, the Social Content & Engagement Strategist at IBM revealed that “IBM is primarily experienced by the world at large through our employees, so it’s important to us that they’re engaged and feel empowered to share their experiences.”

3. Company History

Let people know about the history of your company— Why it was created and where you are planning to go in the future.

Share photos of company founders or from company archives and let your audience understand the purpose of your journey and the hardships you had to face throughout the process.

It will add depth to your brand’s image and build an emotional connection with your customers.

To constantly stimulate interest, celebrate anniversaries, landmarks, awards/achievements, or anything you believe is important to your company.

Zendesk, a software company that provides cloud-based customer service for businesses rocks it on Instagram by showcasing their critical milestones.

Their CEO is a frequent cast in their photos, giving followers a sense of intimacy and builds genuine rapport.

4. Thought Leadership

After recognizing the foundation of your company — the history, culture, employees, you should also acknowledge the masterminds within your company.

Share thought provoking quotes from your conferences or conduct series of short 15 second interviews of your employees or even yourself to arouse intellectual engagement on Instagram.

For maximum engagement, you can also let your audience voice their questions and concerns on Instagram, which subsequently captivates a new form of customer service.

Oracle loves sharing insightful quotes, not only from the CEO but also senior executives in the company on its Instagram page, especially from Oracle Open World to draw extra attention to the event.

Not surprisingly, Oracle also tops the charts in B2B Instagram marketing through its effective strategies.

5. Product Demonstration

Yes, behind the scenes are important, but introducing your audience to the core of your company is equally essential.

Post short clips of product launching teasers on Instagram to gain interest, or take creative, artistic shots of your products to allure a wider audience base.

CBRE is a commercial real estate company that is very creative in product promotion. It doesn’t bore its audience with leases, but instead shares photos of city skylines and architectural art, alternating between buildings under its own organization and others that are not.

This way, the audience gains knowledge of CBRE’s products, but at the same time does not feel as if they are being forced to make purchases.

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

6. Share Company News

Who still eats breakfast with freshly delivered newspapers every morning? Probably very few still practice the tradition. Press releases are still effective but social media marketing will help you spread the word more extensively and efficiently.

Rather than long boring news stories, the general public will be more attracted to powerful visuals. So whether your company is launching a new product, or landed an exciting partnership, share a photo or create a graphic to announce the news.

Farmacy is keeping up with this new trend. Instead of putting out a traditional press conference, it has just announced its new product on Instagram.

7. Promote Your Events

Don’t feel limited to share only one picture before your event for promotion.

You can also share photos of the process that goes along planning the events and setting up the venue, during the event, and post event to thank everyone’s participation and dropping hints at the next event.

Everyone loves having fun, so be sure to share cool places to go to surrounding the venue — closest coffee shop, most popular restaurants, hipster shops.

Bloopers during rehearsal is also a great way to juxtapose your serious business events with light hearted laughs.

During one of their workshops at LinkedIn’s New York headquarters, Hootsuite posted a photo of the packed room of attendees while tagging LinkedIn and SMA to appreciate their hosts.

8. Use Hashtags

Hashtag! Hashtag! Hashtag!

To tie in with event marketing, you should create one unified hashtag for your event across all your social channels to engage conversation and also to connect with attendees.

But even if you’re not hosting an event, hashtags are still very effective in promoting your brand as it allows you to be easily searchable to potential customers who are interested in your company values or products. However, never overdo the hashtags.

One or two is fine, but if you go beyond five, it is a nuisance to everyone’s eyes and you will come across as trying too hard. Keep it simple!  

Popeyes uses #LoveYourChicken to showcase customer experiences in and out of their restaurants.

View this post on Instagram

Is this…heaven? 📸 @girlbossfoodie #LoveThatChicken

A post shared by Popeyes Louisiana Kitchen (@popeyeslouisianakitchen) on

9. Regram

If one day, you are stuck and don’t know what to post anymore, try regramming photos that your customers have taken of your company or its products and services.

Not only is it a way to generate new content, but it also allows you to actively engage with the community.

Fedex is one of the leading B2B Instagram accounts and engages with the audience through many of the previous suggestions.

It also regrams photos shared by its customers thanking them for their inspirational messages and also reaching out for deeper connections by asking its own followers to share their stories.

10. Showcase Creativity!

Be creative in managing your company’s Instagram account. You can even host contests for your audience such as snap a selfie with this hashtag and enter to win a special prize.

Instagram is an app that people use during their leisure time, so don’t approach it as a traditional marketing tool. Have fun with your brand’s Instagram account and make the photos as exciting and fun as possible.

There are endless possibilities to engage with your audience and promote your products and services through B2B marketing on Instagram.

Related Articles:

How to Get More Instagram Followers: 30 Proven Strategies

Social Media Trends to Track in 2020 and Beyond: Marketing Tools, Content, and Strategy

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

IGTV vs IG Stories: What’s the Difference?

Let’s explore the differences and similarities between IGTV and Instagram Stories. We’ll also cover when to use IGTV, and when to use Instagram Stories.

Jump Links:

What is IGTV?
What are Instagram Stories?
What’s the Difference Between IGTV and Instagram Stories?
Should I Use IGTV or Instagram Stories?

What is IGTV?

IGTV is Instagram’s long-form video platform.

While a typical video post on Instagram is limited to 1 minute, IGTV posts can be up to an hour long.

Image from The Verge

IGTV was launched in June 2018 as a direct competitor to YouTube. In contrast to YouTube, IGTV allows both horizontal and vertical video formats.

IGTV can be downloaded as a separate standalone app or accessed within the Instagram app.

What are Instagram Stories?

Instagram Stories is a feature within the Instagram app where users can post short vertical videos that last for only 24 hours.

Instagram Stories were launched in August 2016 as a response to the rising popularity of Snapchat Stories.

Image from Canva

Stories are accessible by tapping the circle around a user’s profile picture, either on their profile or at the top of the home feed. Stories can be modified with filters, text, and stickers.

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

What’s the Difference Between IGTV and Instagram Stories?

Let’s compare a few different aspects of IGTV vs IG Stories:


Instagram Stories are a maximum of 15 seconds long, whereas IGTV videos can be up to an hour long.


Instagram Stories are only viewable for 24 hours unless they are added to your highlights. IGTV videos exist permanently on your IGTV channel.

Video Format:

Instagram Stories only permit full screen vertical videos, while IGTV allows both vertical and horizontal video formats.

Separate App:

Instagram Stories are only accessible from within the Instagram app, whereas IGTV can be accessed either from within Instagram or through the separate, standalone IGTV app.


Instagram Stories do not have likes or comments. Instead, they have reactions and replies (sent as direct messages). Instagram Stories are shareable only via DMs.

On IGTV, you like and comment on videos and share them with a link, just like you would on regular Instagram video posts.

Should I Use IGTV or Instagram Stories?

If you’re trying to create high-quality longform content that’s permanently accessible on one channel, use IGTV. For example, if you already create content for YouTube, you can also post it to IGTV.

If you’re looking for a fun, lightweight way to boost engagement with your brand, you should be using Instagram Stories.

Experiment with both formats to see what works best for your audience.

Related Articles:

How to Get More Instagram Followers: 30 Proven Strategies

Instagram Stories: 16 Killer Tips to Stand Out in 2019

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

16 Content Creation Tools to Make Life as a Marketer Easier

Social media will always require a lot of effort, but finding the proper social media content creation tools might just be the digital helping hand you need. 

After extensive market research and coming to the realisation that there are simply too many social media tools out there, we’ve carefully gone through what we considered to be some of the most useful tools at the moment. 

Jump Links:

Social Media Analytics Tools
1. Keyhole
2. AgoraPulse
3. BrandMentions
4. Reputology

Multimedia Creation Tools
5. Canva
6. Livememe
7. Visme
8. Infogram

Chatbot Makers
9. Chatfuel
10. MobileMonkey
11. Botsify
12. FlowXO

Publishing and Scheduling Tools
13. Sprout Social
14. Airtable
15. Planoly
16. TweetDeck

Here are our top picks!

Social Media Analytics Tools 

1. Keyhole

Keyhole helps eager marketers calculate the impact of their campaigns as well as their ongoing social media endeavours. 

It does an impeccable job at handling the following:

  • tracks your hashtag and influencer data on various social media networks
  • measures a wide range of metrics such as reach, impressions, followers and engagement in real-time 
  • can accurately assess the success of each campaign and help you track your ROI 
  • prepares user-friendly PDFs at a click of a button, always living up to your expectations 

As an advanced social media tool, Keyhole offers complete and fast automation of your social analytics, thus, saving you loads of time and effort. 

Plus, Keyhole providing trust-worthy data and an easy-to-use dashboard makes handling analytics a piece of cake. 

Price: $29 – $999 per month (or try our free trial).

Why you’ll love it: Keyhole is the most user-friendly social analytics tool you’ve ever come across!

2. AgoraPulse 

AgoraPulse is a feature-packed social media tool that measures metrics which have the potential to advance your business even further. 

It offers detailed reports that outline what works and what doesn’t within your current content creation strategy (they focus on both the peaks and the valleys of your strategy). 

Plus, you get insights as to when’s the best day and time to publish your content based on your prior content performance. 

Their detailed hashtag report shows you which tags drive the most engagement. 

Some of the additional social media reporting features you can expect to get are: 

  • a Facebook ROI report 
  • Instagram stories report 
  • unlimited number of reports 
  • PowerPoint download of global stats
  • a community management as well as a response time report 
  • a labelled content distribution report 

Price: $79 – $399 per month (or try their 28-day free trial first).

Why we trust it: more than 17,000 social media managers use it on a daily basis! 

3. BrandMentions 

BrandMentions is a powerful tool when it comes to building awareness of your brand online. 

It’s an invaluable asset for neatly measuring your social media marketing report. It also provides you with real-time notifications. So, when your website gets a new backlink or any type of mention of your brand on the Internet it’s delivered straight to your inbox.  

BrandMentions brings you the latest information about your business success as well as what matters in your niche. 

Price: $49 – $299 per month (or try their 14-day free trial). 

Why we tried it: As BrandMentions state, it digs every corner of the Internet to find all the relevant mentions about anyone or anything! 

4. Reputology

If you’re looking for a 24/7 review monitoring, quick responses and a neatly developed semantic analysis technology, then Reputology is the right tool for you. 

It allows you to closely monitor your customers’ reviews online so that you can identify and address the bad ones before they wreak havoc and all hell breaks loose on your website. 

Plus, you can answer each customer review from the platform itself, so not only it’s super useful, but it saves you time too! 

Price: $180 – $2500 per month (or first try their 14-day free trial instead).

Why we appreciate it: It has an answer for any possible customer review scenario! 

Multimedia Creation Tools 

5. Canva

Canva is a fully-encompassing content creation tool that allows you to design your preferred visual design. 

It has thousands of customisable templates grouped in different categories (flyers, resumes, brochures, invitations, business cards, presentations, logos, posters). 

It’s absolutely suitable for individuals who have no prior design skills whatsoever, but it’s also widely used by professionals. 

Price: You can use it for free unless you opt for the pro version ($9.95 per month) or the enterprise one ($30 per month). 

Why we love it: It’s hands-down the most versatile visual creation tool out there! 

6. Livememe 

If you’re looking for the best meme creator tool look no further. Livememe has the best collection of the most popular meme characters on the Internet. 

So, memorable meme characters such as the Annoying Facebook Girl, Bad Luck Brian, Grandma Finds the Internet and Grumpy Cat are offered as preselected images and are fully at your disposal!

Plus, you can fully customise the text and afterwards share them on your prefered social media platform. 

Price: It’s free!

Why we enjoy it: it’s the funniest content creation tool you’ll ever come across! 

Keyhole is a social media analytics tool, including account tracking and hashtag tracking. Start a free trial.

7. Visme

Visme is one of our go-to recommendations for creating a variety of different media types, from presentations to infographics and more.

With a plethora of different templates and customizations to get you started and added widgets such as seamless audio / video embedding capabilities, Visme is a great option for content marketers looking for a robust tool.

The app has an intuitive interface as well as simple editing tools, alongside tutorials to maximize what you can do with the platform.

Price: Starts from $25 a month.

Why we chose it: it’s super useful and available on iOS, Mac, Android, and Windows.

8. Infogram

Trusted by companies such as LinkedIn, Transparency International and Euronews, Infogram takes pride in its charts, reports and graphics viewed more than 1.5 billion times. 

As an infographics and data visualisation platform, Infogram allows people to customise their digital charts, infographics and maps by offering a wide range of templates. 

Price: There’s a basic free version; the paid one starts from $19 per month. 

Why we have a thing for it: If you opt for their Business plan, you can remove Infogram’s branding and add your own logo without any problem! 

Chatbot Makers 

9. Chatfuel 

Considered to be the leading chatbot platform for Facebook Messenger, Chatfuel is widely embraced by well-known brands such as Levi’s, LEGO, Coke Studio, Adidas and T-Mobile, to name a few. 

In fact, 46% of all Messenger bots are said to run on Chatfuel!

Chatfuel promises to deliver an increase in sales and engage with prospects 24/7. 

Plus, it’s very easy to get started – you don’t need any coding skills or prior experience to use it. 

Price: Get started for free! Check out the pro option (starts from $15 per month) or discuss their premium option. 

Why we like it: You can build a bot in the wink of an eye

10. MobileMonkey

MobileMonkey allows you to keep in touch with your customers in the messaging apps they already use with its simple platform. 

With Mobile Monkey, you need to create your chat content only once, and then you can freely use it on every chat platform. 

Some of the best features that come with this chat marketing platform are the following: 

  • write bots that work in: SMS, Facebook, and web chat 
  • immediately respond to customers that use low-cost chatbots 
  • send notifications, updates, and promos to chatbot contacts in Facebook Messenger and SMS 
  • generate chat marketing leads 
  • auto-respond to comments on Facebook 
  • create conversion funnels 

Price: There’s a free version, but the pro ones start from $6.75 or 14.25 per month and the team option costs $199. 

Why we recommend it: It’s Neil Patel’s favorite chatbot marketing tool! 

11. Botsify

Botsify guarantees to help your business grow and expand by offering fast support and a chatbot system to ensure customer retention.

Plus, if you’re running an international business and your goal is to attract customers from different parts of the world you don’t have to worry – our chatbot is multilingual and is capable of responding in any possible language. 

Additionally, Botsify allows you a modernised option of attracting new leads by not annoying your potential customers – it assists you in building stronger relationships by retargeting your leads on various social media platforms. 

Price: Start your 14-day free trial, opt for a self-serviced option ($50 per month) or a fully-managed one ($300 per month). 

Why we enjoy it: Using Botsify feels like chatting with a genuine human being. 

12. FlowXO

Advertised on their website as the chatbot you’ve been waiting for, FlowXO lives up to most chatbot expectations. It provides easy-flowing (pun intended) and effective conversations with customers. 

By fully automating simple interactions, FlowXO eases your customer team’s tasks and responsibilities and helps you establish communication with both upcoming and existing customers. 

What’s more, building your chatbot has never been easier with FlowXO – it’s only a three-step process:

  1. Choose the chatbot platform you need
  2. Connect the chatbot to your account 
  3. Add a workflow and then proceed to chat with your customers 

Price: Start for free, or opt for their standard plan that costs $19 per month.

Why we trust it: It makes chatbot communication enjoyable and practical! 

Publishing and Scheduling Tools 

13. Sprout Social

Sprout Social is a powerful content creation tool that promises to not only manage your social media, but master it too! 

With Sprout Social, you’ll not only be able to deliver ready-made content to your audience, but establish a genuine relationship with your followers too. 

This social media asset shows you how to efficiently publish your posts, organise them across various social media platforms as well as measure relevant metrics to know you’re on the right track when it comes to content creation. 

Price: $99 – $249 per month (or check out their free 30-day trial).

Why we picked it out: It bridges the gap between social media and real life effortlessly. 

14. Airtable

Trusted by more than 170,000 of the world’s leading companies (such as Shopify, TIME, BuzzFeed, Expedia), Airtable will seduce you with its impeccable organisational skills.

It allows you to organise ANY social media aspect, while being available on every electronic device and synching any changes instantaneously. 

Airtable links your related content, allows you to choose from several “view” options (grid view; calendar view; gallery view; kanban view;), adjusting to any social media platform you’re already using. 

Price: Either opt for a free option, or consider their paid plans ranging between $12 – $24 per month (they also offer a custom-built collaboration alternative).

Why we include it: We simply love its design and template options. 

15. Planoly 

Planoly is a very useful content creation tool that simplifies your Instagram experience. 

It allows you to: arrange the look of your Instagram profile with their drag and drop feature; reply to comments in one place; schedule your plan and manage in detail your upcoming content; draft captions for your Instagram stories; and measure analytics to better comprehend your audience and their preferences. 

Price: $7 – $23 (or a bit more depending on how you decide to customise it); there’s also a free basic option.

Why we’re so fond of it: It’s definitely the best visual storytelling app for Instagrammers! 

16. TweetDeck 

TweetDeck is a Twitter-oriented social media tool. It may not be the fanciest content creation tool you’ll ever come across, but it does its job nicely and proves to be useful over and over again. 

In fact, TweetDeck is a very simple Twitter scheduling tool that enables you to queue tweets across several accounts. 

So, you can create your tweet first, then schedule when it gets published, and simply watch it go live afterwards. 

Price: It’s free. 

Why we included it: It’s a very handy social media tool for Twitter users. 

Final Thoughts 

Choosing the right social media content creation tools is never easy, however, we hope we managed to outline the basics of some of the most practical and creative tools you can use. 

After all, having the right content creation tools can potentially assist with the following: 

  1. Making your life much easier!
  2. Helping you stay consistent, engaging and on-brand across all your profiles.
  3. They can make your followers think you manage your social media content effortlessly

And with our content tool selection, we can confidently say all three options are now within reach. 

Related Articles:

20 Social Media Tools: Automation to Save Time and Outperform Competitors

The Top 18 Instagram Web Apps [Analytics, Management, Monitoring & Reporting]

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

5 Top Brandwatch Alternatives

Your social media success depends on how well you are able to listen to what your audience is saying about you, your competitors and your market in general.

This is what social listening and social media monitoring is all about. 

With data and insights extracted from your social listening efforts, you are able to know your customers better and improve your marketing strategy. 

Are you using a tool like Brandwatch, but find it a little too pricey or just out of your budget?

We’re bringing you five top Brandwatch alternatives that will get you the results that you need. 

Jump Links:

1. Keyhole
2. Hootsuite
3. Mention
5. Sprout Social

1. Keyhole

What makes Keyhole one of the top Brandwatch alternatives is that it has the same features as Brandwatch, but it’s cheaper.

Keyhole is a powerful monitoring tool that lets you monitor hashtags, keywords, URLs, topics, social media handles and more. 

Keyhole allows you to track mentions and keywords across news, blogs and forums, in addition to social media accounts.

These insights help you understand who your followers are, and who your competitors’ followers are. This way, you are able to give them content they will appreciate.  

keyhole dashboard - new branding

It doesn’t end there. 

Get social media account analytics for Instagram, Facebook, Twitter and YouTube. With these analytics, you’ll know what you’re doing right and how to keep growing your accounts over time.

Spy on your competitors with Keyhole. Get to know how many followers they have, their engagement numbers and who is leading the conversation in your industry, and why.

Keyhole will also show you influencers, sentiment, and trending topics derived from the mentions collected.

Pricing: Keyhole offers a free trial and 3 pricing tiers. Keyhole’s Account Analytics plan starts as low as $29/month, and the Enterprise Suite is $999/month.

2. Hootsuite


Hootsuite is another one of the best Brandwatch alternatives that lets you bring all your social media marketing efforts into one dashboard.

The Hootsuite dashboard enables teams to collaboratively schedule updates to Facebook, Instagram, Twitter, LinkedIn, Pinterest, among others. 

Monitor how specific search terms are performing in real-time. This is especially handy if you want to see how certain keywords perform in your industry so you can add or drop them from your marketing campaign. 

Hootsuite is also handy for tracking brand mentions, campaign results and industry trends.

Pricing: Price starts from $19/mo to $599/mo depending on the number of social profiles and users. 

3. Mention

Mention will monitor brand mentions on social media. 

You can monitor your company name, your competitor, or a business-related phrase and see what people are saying – in real-time.

You can respond to these conversations right from your Mention dashboard as long as you’ve connected your social accounts. This is a good way to show your audience that you’re listening to them and build your brand reputation. 

Pricing: Price starts from $25/mo up to $450+/mo depending on the number of alerts, mentions and social profiles. 


Want to do more than monitoring and listening using just one tool?

Try out

This is a SaaS platform that allows you to conduct social media monitoring, publish social media content, manage your customer experience and generate analytics all from one place. aims at enabling marketers to deliver more personalized brand experiences to their customers. 

Pricing: From $129 month for single users and small teams.

5. Sprout Social

Grow your social media following and increase your customer base with Sprout Social.

With Sprout Social, you can monitor your platforms, engage new and old fans, measure performance and grow your brand online.  

If you want to see how you stack up against your competitors, then you’ll love Sprout Social’s engagement feature that shows social engagement trends by day and time. It also provides you with engagement analytics from your competitors. 

Pricing: Starts from $99 per user/mo for 5 social profiles and $249 per user/mo for 10 social profiles.

Amidst all the noise online, your target audience is trying to say something to you. 

Listen to them and give them exactly what they want.

Any one of these top Brandwatch alternatives is the magic wand that you need to do this effectively!

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

3 Top Meltwater Alternatives

Social media monitoring is a non-negotiable part of any successful marketing and sales strategy, and thankfully there are plenty of tools that allow you to collect and analyse social data to inform your decision-making.

Looking for a social media analytics solution that allows you to track conversations, find influencers and keep up to date with your competitors’ activities, but Meltwater is too costly?

Or, are you already a Meltwater user and looking to switch to a more affordable platform?

Below we’ve listed the top Meltwater alternatives you can use to stay on top of your social media accounts, without breaking the bank.

Jump Links:

1. Keyhole
2. Mention
3. Sprout Social

1. Keyhole

Keyhole tops our list of Meltwater alternatives as it offers the same features at a much more affordable price. 

As a specialised hashtag tracking & social analytics solution, Keyhole allows you to keep track of your mentions and analyse the conversations about your brand across the most widely used social media platforms as well as forums, blogs and the news. 

With Keyhole, you’ll be able to understand customer sentiment, identify and replicate your top performing content to maximise engagement, as well as measure the impact of your influencer marketing campaigns.

keyhole dashboard - new branding

Moreover, Keyhole enables you to keep pace with the trending topics in your industry by showing you the hashtags that are starting to gain momentum, as well as the conversations that your competitors are having online.

Best of all? You can collect all your findings in simple, easy-to-understand reports and share them with key stakeholders in your organisation.

Pricing: Keyhole offers a free trial and 3 pricing tiers. Keyhole’s Account Analytics plan starts as low as $29/month, and the Enterprise Suite is $999/month.

2. Mention

Mention is a social media listening and publishing tool that allows you to listen to online conversations and plan your posts so that they reflect the latest industry trends and audience interests.

Mention has two solutions: Listen and Publish.

Mention’s publishing solution allows you to create and manage your social media content calendar from one place. 

Mention’s listening solution enables you to keep tabs on your competition and track key metrics in your industry to stay informed of trending topics and measure the impact of your campaigns.

Mention will send you daily recaps as well as email notifications whenever there’s been a peak of mentions of your brand.

Pricing: Mention offers 4 pricing tiers, including a free plan for one user. Their individual plans start around $25/month and their enterprise plans start at $450/month.

3. Sprout Social

Finally, Sprout Social is another Meltwater alternative that allows you to monitor your brand hashtags in real-time, track post and campaign performance and uncover trends in social media growth. 

Sprout Social allows you to organise your messages and access all your social media inboxes in one place as well as manage your content calendar. You can also use the tool to benchmark your stats against your competitors’, and by getting the Listen & Inform add-ons, you can monitor and analyse topics that are trending on Twitter. 

Pricing: Sprout Social offers a 30-day trial and 3 pricing tiers. Their plans range from $99-249 per user.

Which Meltwater Alternative is the right choice for you?

These top Meltwater alternatives we included in our list are all robust tools that can inform your decision-making and allow you to understand the type of content that resonates with your audience.

As a result, this improve your chances of increasing engagement and helping to reach your other marketing goals.

So which one should you choose?

It all depends on your needs. 

Looking for a specialised solution that gives you really detailed information on your brand reputation online? Then, Keyhole would probably be the best choice. 

Want to track online conversations and plan your social media posts from one platform? In that case, you would probably try Mention. 

Want to bring clarity to your inbox and don’t mind paying extra to get a couple of social listening add-ons? Sprout Social is probably what you want. 

The bottom line is, there are a myriad of tools out there that are more affordable than Meltwater and make social media monitoring affordable to everyone – even small businesses with small budgets.

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

Life is short and the internet is vast.