Instagram Messages: How Businesses Can Engage Their Audience & Tools to Manage Your Inbox

instagram messages: how businesses can engage their audience and tools to manage your inbox

There are many ways you can capture the attention of your followers on Instagram (and social media in general), but hardly anything is as powerful as establishing a strong relationship with your followers and potential customers via Instagram messages.

In this post, we’ll give you a clear overview of why Instagram messages are important for your business, the different kinds of direct messages (DMs) you can send, and how you can use this feature to grow your brand.

Let’s begin with a quick intro to Instagram messages. 

If you’re already familiar with Instagram messages, feel free to jump to the next section.

Jump Links:

What are Instagram Messages?
Plain Text Messages
Pictures and GIFs
Video Content
Voice Messages
Video Calls
Group Messages
Reactions

Why Should You Include Instagram Messages in Your Marketing Strategy?

How to Use Instagram Messages to Build and Increase Brand Loyalty

3 Tools to Manage Your Instagram Inbox

What are Instagram Messages?

Instagram has its own private messaging feature, which enables you to have one-on-one or group chats with other Instagram users. 

Instagram messages, more commonly known as Instagram direct messages, or DMs for short, take the communication with your loyal followers and favourite influencers beyond your feed and allow you to develop a stronger connection with your network.

In today’s noisy world, being reachable and responsive goes a long way in building long-term relationships and driving competitive advantage.

There are a few types of Instagram messages you can send and receive:

Plain Text Messages

You can use plain text messages to answer questions and provide support, reach out to a particular Instagram user, and to start conversations.

How to create a basic text message within instagram inbox / instagram messages

Pictures and Gifs

Privately send relevant photos with your followers to let them know of a new arrival in your store, announce an event or raise awareness on an ongoing promotional campaign. 

In many instances, our clients will send you pictures to let you know that they’ve received your product or started seeing results from your service.

If you get consent, you can later use these photos as testimonials and share them publicly on your feed or via Instagram stories.

Video Content

The option to send videos can prove to be incredibly useful if you plan to send demos or showcase close-ups of your products and their attributes/functionalities.

Voice Messages

Instagram recently introduced the voice messages feature which allows you to record and send voice messages to your followers.

Brands tend to use pictures and plain text messages more often than voice messages.

What a voice message / audio message / audio note looks like on Instagram

Video Calls

Instagram supports audio and video chat, but much like voice messages, this is a feature that is mostly used by individual users. 

Group Messages

Instagram messages do not have to be a one-on-one thing. Instead, you can create groups of people with similar interests and share information with the entire group at once.

Reactions

When you “react” to an Instagram story, the reaction will be sent as a direct message. This is a great way to quickly show your support, and it can be an effective conversation starter.

Quick reactions to Instagram stories

You can send messages from four different places in your profile.

1. You can enter the direct messages screen (basically your Instagram Inbox) and search for a user that you want to contact – or simply click on a message you’d like to reply to…

Access your instagram direct messages screen / instagram inbox through the home page feed

2. You can search for a user and click the “message” button on their profile…

How to access instagram messages by navigating from a users' profile

3. You can respond to someone’s story by sending a text, a reaction, a gif, or a photo…

Send an instagram message or instagram dm by reacting or replying to their instagram story

4. You can directly share a post as an Instagram message, by clicking the paper plane button under the post you want to send.

access instagram messages on an instagram post by tapping the paper plane icon to send the post to someone

Why Should You Include Instagram Messages in Your Marketing Strategy?

Now you know what types of messages you can send via Instagram.

But you still might be wondering how you can utilise Instagram’s direct messaging feature to drive real business results.

Here are the three ways Instagram messages can help your brand:

Create Networking Opportunities

Instagram Direct is the perfect place to connect with like-minded people and professionals in your niche, or reach out to industry influencers who have an audience that might be interested in your product line.

Improve Brand Loyalty

You can use Instagram messages to answer to any of your potential clients’ inquiries, offer after-sales support, or show appreciation to your fans and loyal customers. 

Being reachable and available will allow you to gain your followers’ trust and connect them on a deeper level, which will ultimately help you drive more repeat purchases and increase your customer lifetime value. 

Increase Personalization

According to Forrester Research’s VP and Principal Analyst, Sucharita Kodali 36% of shoppers want brands to make more personalized offers.

Similarly, a recent Forbes article outlining the findings of a survey by Segment argues that personalization can drive impulse purchases, minimize returns, increase brand loyalty and ultimately – increase revenue.

And what’s a better way to increase personalization than by talking to your customers one-on-one, where they can ask what they want, and you can give them the information they need? 

Next, we’ll talk about…

How to Use Instagram Messages to Build and Increase Brand Loyalty

Answer Messages

A lot of brands focus on creating new content for their Instagram feeds and stories, but don’t pay as much attention to the reactions or questions they receive in their DMs.

Chances are, you have some unanswered messages in your Instagram inbox right now – if you do, we urge you to take a couple of minutes and answer them as soon as you finish reading this.

There is nothing that will repel your potential clients as much as getting the silent treatment from one of the brands they love.

So, whenever a member from your community reaches out to you through a direct message, make sure that you respond to their message and give them the information they’re looking for. 

Sometimes, your followers will reach out to ask you something about your products – be it where they can find them, or if the product they’re interested in is still in stock, or they’ll ask the typical “how much does it cost” question.

Other times they might raise a complaint or share with you how satisfied they are with their purchase. 

Whatever the case, if you wish to be successful in the long-run, you have to make sure that you handle all these messages the same way: with care and in a timely manner.

Show Your Top Fans Some Instagram Love

Every brand has at least a few loyal fans who are constantly engaging with their content.

Constant engagers are impossible to miss – even if you have hundreds of thousands of followers.

They’ll react to your stories, give you a shout-out whenever you post something new or interesting, join your Instagram lives, participate in your polls, and will like and comment on your photos. 

These people? They’re golden!

They’re practically promoting your brand without you asking (or paying) for it!

So, you need to do everything you can to encourage them to continue engaging with your content.

The easiest way to do it?

Recognise their effort.

Slide into their DMs and thank them for showing you continuous support.

If you’re feeling extra generous, offer them a special discount code.

These people have probably bought from you in the past and are very satisfied with their purchase, or they really like your products but have been postponing the purchase for some reason.

Giving them an incentive like a discount can easily turn their virtual engagement on social media into a sales conversion.

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

Reach Out to People YOU Admire and Would Partner With

You probably already know the power of influencer marketing – nowadays an increasing number of brands partner with individual creators with a huge following to spread the word about their products. 

People that follow Instagram creators are inspired by what these individuals do, wear, and consume, so appearing on their feed will likely help you get on the radar of a wider audience and sell more of your products.

However, the best influencers on Instagram are receiving hundreds of messages from brands that want to collaborate with them.

Getting your targeted influencer to commit to your brand before they commit to one of your competitors requires some work. 

That’s where Instagram direct messages come in the picture.

Establishing a direct communication on Instagram after you’ve engaged with their posts and stories gives you a much greater chance of being considered as a potential partner, than reaching out via email.

Engaging with each others' Instagram stories through instagram direct messages

Remember the story “reactions” we mentioned before?

Instagram messages keeps a history of interactions and reactions, so by sending a message, this influencer you’re contacting will be able to scroll back in time and see that you’ve been following their work for a longer period and that you’re genuinely interested in connecting.

This will give an edge over your competitors.

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

Drive Sales

You can send or direct people to your Instagram messages using clear CTAs in your Instagram posts and stories. 

Suggested read: Instagram Stories: 16 Killer Tips to Stand Out in 2019

According to a 2017 story by Business Insider, a whopping 72% of Instagram users have bought a product that they’ve seen on the app.

Including adding a simple CTA to your content such as “DM me for more info” will do wonders for your business, and especially your sales.

Once people do contact you, you can give them the extra attention and the tailored info they need to turn to convert into paying customers. 

To make it easier for creators and businesses to respond to direct messages and inquiries, Instagram has rolled out a quick reply feature for its business and creator accounts.

As the name suggests, quick replies save you a lot of typing, by allowing you to use a shortcut in order to load a pre-saved message.

This works well if there is a campaign you’re currently running, you’re launching a new product, or you’re organizing an event – anything where you would need to write a lot of repetitive information, and things that people would like to know the details of.

Here’s how you can add a quick reply.

Step 1. Enter “settings” in your business or creator account.

instagram navigation bar. creating a quick reply.

Step 2. Click “business settings” or the “creator” tab in the menu.

Tap the instagram creator tab in the menu

Step 3. Select ‘Quick Replies’.

Tap quick replies

Step 4. Create your quick reply and add a shortcut.

How to edit a quick reply on Instagram

Remember to include only the repetitive info as part of your quick reply – you’ll still want to personalize your messages by greeting the person who is writing to you in the beginning and adding an appropriate CTA at the end.

Let’s say you’re launching a new organic skincare product. 

In this case, your quick reply should sound something like this:

ORGANIC PRODUCT is a premium blend of INGREDIENT, INGREDIENT, INGREDIENT, which are all known to reduce the appearance of wrinkles and fine lines. ORGANIC PRODUCT is clinically tested and completely cruelty-free.

And then, let’s say someone has sent you a message asking for the ingredients of this product once you announced it on your feed. 

Here’s what you’d do:

Hi Jane Doe! Thanks for contacting us. ORGANIC PRODUCT is a premium blend of INGREDIENT, INGREDIENT, INGREDIENT, which are all known to reduce the appearance of wrinkles and fine lines. ORGANIC PRODUCT is clinically tested and completely cruelty-free. (Add by typing the shortcut) Are there any other questions we could answer for you?

Accessing the quick reply feature on Instagram through instagram direct messages
Accessing the quick reply feature on Instagram through instagram direct messages

3 Tools to Manage Your Instagram Inbox

An even easier way to manage your Instagram messages is by using some of the following tools:

The Native Instagram App (Desktop Version)

Using the native Instagram app will allow you to easily track and respond to messages using your desktop computer. The native Instagram app is free and can be downloaded from the Microsoft Store.

IG:dm

IG:dm has the same functionalities like the desktop version of Instagram, and some other useful features like quoting messages, disable ‘read’ receipts and viewing unfollowers. IG:dm is compatible with Windows, Linux and MacOS. The basic version of the app is free.

Agorapulse

Agorapulse is a convenient inbox management platform that allows you to manage all your social platforms’ inboxes using a single dashboard. Agorapulse’s plans start at $79/month.

Final Thoughts

Even though Instagram messages are an effective way to engage Instagram users, a lot of brands don’t take full advantage of the Instagram DMs feature.

This is due to several reasons, including: not knowing what Instagram messages are best used for, thinking that one-on-one engagements with followers consume a lot of time, or simply focusing too much on other marketing tactics.

By allowing you to privately contact Instagram users, Instagram messages enable you to tailor your messages to cater to every follower’s interests and their stage in the buyer’s journey.

With DMs, you can create a sense of exclusivity and build stronger relationships with your audience.

Of course, you can expect positive results from your direct Instagram messages outreach if you take the time to tailor the messages. Sending copy-pasted, generic messages doesn’t have any impact – or, worst case scenario, could lead to negative consequences.

Happy DMing!


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

Using Hashtag Tracking to Optimize Social Listening Strategy [+ Tools!]

using hashtag tracking to optimize social listening strategy

When many marketers and community managers think of social listening, manually scouring through sets of posts, tweets and messages comes to mind.

But being left with a small relevant dataset is common, even though the process involves keyword research to target what your audience is saying about your brand and competitors.

Adding hashtags to your social media listening strategy can help ease the problem.

By tracking certain tagged topics, you’ll collect more applicable information about what your audiences say and think about you. Your understanding of how to market your brand will improve as a result.

Jump Links:

What is Social Listening with Hashtags?

5 Types of Hashtags to Monitor:
1. Brand Hashtags
2. Your Competitors’ Brand Hashtags
3. Chat Hashtags
4. Event Hashtags
5. Campaign Hashtags

5 Social Listening Tools

What Is Social Listening with Hashtags?

Also called social media monitoring, the goal of social listening is to gain an understanding of how people perceive your brand based on what they say about it online.

Standard social listening involves tracking what consumers say on virtually any digital space, using hashtags enhances the library of data collected on social media platforms such as Twitter and Instagram.

It’s a type of data mining.

It revolves around identifying posts that use tagged topics, along with analyzing those posts to quantify metrics such as influence and engagement.

Hashtag tracking plays a key role in social listening because:

  • It’s easier to identify hashtags than keywords, since they’re already somewhat popular
  • Members of your target audiences use industry-related hashtags
  • You can track the activity levels of hashtag trends and conversations, helping you determine how large a crisis is or how popular a positive message is
  • By adding sentiment-based keywords to your trackers, you can measure the general feeling about a given tagged topic

5 Types of Hashtags to Monitor

The scope of your social listening strategy won’t be wide enough if you only track one kind of hashtag.

As you plan and implement the strategy, consider monitoring these five different types of hashtags:

1. Brand Hashtags

Track these hashtags along with positive (fun, great) and negative (bad, won’t) keywords to measure sentiment.

As you identify users with clear opinions one way or the other, reach out.

This could involve asking what they specifically like or dislike, building genuine conversations to earn their appreciation.

As a bonus, these conversations could result in developing ideas to improve your product or service.

Not only should you include your brand hashtag when sharing original content, but encourage your fans and followers to use it too. This is a win-win scenario, because:

  • You’ll have more social content to track and analyze
  • Users will have a clear way to share posts with the community interested in your brand, helping them gain a larger following

Example: #JustDoIt

Under Nike’s famous brand hashtag, people share posts about sports, athletic apparel and motivation.

Keeping tabs on the hashtag gives Nike a clear picture of what their target markets think about the brand’s identity.

2. Your Competitors’ Brand Hashtags

What you can do for your brand, you can do for the competition.

As potential customers use opposing hashtags, track them and use keyword filters to figure out what prospects do and don’t like about other brands.

When you identify a prospect, you may feel the need to gently reach out and explain why you succeed where your competitor fails. This can involve giving a demo or free trial, depending on your industry.

On the flip side, look out for satisfied customers.

If your company doesn’t offer the service or product that made them happy, your team may have a new idea to consider.

Example: #BeMoreHuman

https://twitter.com/RolandGuillot1/status/697737640955768833

By monitoring the Reebok hashtag, Nike digital strategists can figure out which posts:

  • Earn the most engagement
  • Express a clear opinion about the Reebok brand
  • Reveal prospects to follow up with

From there, Nike’s social team can take the approach it wants to when it comes to interacting with users or studying successful content.

3. Chat Hashtags

A quick search using key terms should reveal chat hashtags relevant to your industry and audience.

Popular on Twitter, you can monitor a chat to learn more about users who are interested in the subject matter.

Tracking relevant chat hashtags as part of your social listening strategy allows you to:

  • Make content ideas based on people’s opinions, pain-points and comments
  • Track if your company or competition is referenced during the conversation
  • Connect with new prospects, as many people who may be interested in your company might not know about it

Example: #SoloPR

Your brand stands to benefit as a member of either category. As a public relations team, you can make new contacts.

As someone who targets these professionals, you can stay on top of industry trends.

4. Event Hashtags

As more marketing and public relations teams use social media to amplify events, tracking event hashtags should secure a spot in your social listening plans.

Monitoring activity before, during and after the big day can provide insights about:

  • Any concerns attendees have
  • Which parts of the event were most appreciated
  • When activity around your hashtag rises, and if any spikes correlate with certain parts of the event

Example: #GRAMMYs

It’s not your average event in terms of scope, but social media marketers in the music and entertainment industries stand to benefit from tracking #GRAMMYs on Twitter.

Staying on top of your data feed and tweeting appropriately can boost audience and engagement numbers as moments go viral, users disapprove of a speech or if there’s backlash against a winner.

5. Campaign Hashtags

Not everyone will directly mention your brand when using your campaign hashtag, meaning there’s a clear need to track the tag’s performance as part of your social media monitoring strategy.

The same goes for online campaigns from rival brands.

Similar to brand hashtags, you should track campaign hashtags with and without sentiment-based keyword filters.

Doing so gives segmented looks at how consumers view the campaign.

It’s easier to sort through relevant and irrelevant data – as well as pinpoint issues and action items – as a result.

Example: #ShareACoke

Coca-Cola’s famous campaign never seems to end, as customers keep sharing photos of namesake cans and bottles.

By monitoring this campaign hashtag as a competitor, you can:

  • Develop ideas for future campaigns
  • Learn how to alter your products or make new ones
  • Determine which types of digital content you should be making and encouraging your audience to create

Tracking this hashtag as part of Coca-Cola’s social listening strategy helps its marketers:

  • Repurpose the most popular content
  • Reach out to well-known personalities using the hashtag
  • Study what charged the campaign’s success

5 Social Listening Tools

If your digital team doesn’t already use one, your step after identifying hashtags is finding a tool that collects accurate data.

There’s a library of social media analytics services to choose from, each with features and price points to suite different teams. We looked into 25 platforms in this blog post.

But since not all of them apply to social listening, here are 5 tools that do:

1. Keyhole

demonstrating social listening using keyhole as a tool

But tracking hashtags and keywords, collecting metrics to improve your social listening approach, is a reason why users love us.

You can compile Twitter and Instagram content in real-time, displaying data such as reach, impressions and activity numbers on a shareable dashboard.

Plus, you can rank influential posters and track demographic metrics such as gender and location.

If you happen to miss monitoring an event or campaign, we’ll get historical social media data for you.

2. Social Mention

Think of this tool as a social search engine. Entering a hashtag will generate pages of user-generated content from more than 100 platforms.

Social Mention tracks traditional metrics such as reach and sentiment, making it useful for listening to discussions around brand and campaign hashtags.

But it also displays unique metrics such as passion – the likelihood that users will post more than once about your brand.

3. Hootsuite

A popular platform management tool, you can also use Hootsuite for social listening.

After you identify keyphrases, create a stream for each one.

You’ll get a grid of social content, showing basic engagement data. Hootsuite also lets you flag posts and assign team members to address them.

What’s more, you can restrict the stream results based on data such as location.

4. Twubs

Twubs is a hashtag directory, fit for basic social listening on Twitter.

Typing a hashtag into the home page’s search bar will generate a live stream of tweets, also giving you an option to access limited historical data. Within Twubs, you can reply to tweets and post new messages with the given hashtag.

5. Twitter Advanced Search

Twitter Advanced Search - 5 Tools for Social Media Listening with Hashtags

Don’t overlook Twitter itself for basic social listening.

You can use the advanced search function to refine your queries, identifying posts that use any given hashtag.

The range of filters for dates, sentiments, locations and keywords helps you zone in on specific audiences. And since you’re operating on the platform itself, it’s easy to engage with people.

Segmenting Your Audiences

Dividing the audiences you identify through social listening into sub-categories can help you develop content to better meet their diverse needs and interests.

In this case, social market segmentation starts with sampling messages that use a monitored hashtag.

Depending on the popularity of the tag, this could involve looking at 10% to 100% of the posts.

By examining profiles and other messages, divide the posters into groups based on data such as:

Look for themes and prevailing opinions within each group. For example, you may notice a segment of your audience expresses a common concern. Another may frequently post about a topic related to your brand.

Regardless, developing these consumer personas is an exercise in better understanding your markets and knowing how to communicate with them.

That’s the goal of social media monitoring, after all.

Comments to Reflect On

Optimizing your social listening approach with hashtags and select keyword filters can generate a library of relevant data, providing more information about your online market.

And by monitoring different types of hashtags, you may even unlock an audience you didn’t know you had.

That, in itself, could take your marketing strategy in a new direction.


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

Broadcast and Media Companies: Improving Performance with Social Media Analytics

broadcast and media companies - improving performance with social media analytics

Social media has changed the dynamics of marketing, reshaped the way people consume information and revolutionized the way brands and organizations communicate with their audience.

In a world where information is available in real time and content is accessible on-demand, broadcast and media companies have to keep pace with changing audience expectations.

Below, we will explore the ways social media can be used in broadcast and media to create a more compelling programme and increase audience engagement. 

We’ll also discuss a couple of case studies and ultimately show you how you can use social listening tools like Keyhole to automate the task of turning raw data into actionable information. 

Without much ado, let’s dive right in.

Jump Links:

Why do Media and Broadcasting Companies Need Social Media Analytics?

Your 4 Step Social Analytics Plan
1. Social Listening
2. Data Refinement
3. Goal Setting
4. Sustainable Strategy Creation

What Metrics Can You Track?
Public Sentiment
Influencers
Competitive Analysis
Hashtag Campaigns

Case Study:
How theCHIVE Uses Unique Hashtags to Engage their Follower Base

Why is it Important to Measure Your ROI?

How to Use Keyhole as a Tool for Media and Broadcast Companies

Why Do Media and Broadcasting Companies Need Social Media Analytics?

Before we get to the “how”, we first need to make sure that the “why” is clear. 

Here are some stats that illustrate the importance of social media in the modern consumer’s everyday life as well as how social media relates to broadcast and media:

  • According to a 2018 Nielsen report, 45% of consumers almost always use a second screen when watching TV. 28% of consumers sometimes use another digital device simultaneously, while only 12% of consumers never use another device when watching TV. The numbers are significantly lower for audio content.
Simultaneous usage graphs between tv and digital, and tv and audio
  • The same Nielsen report shows that most of the consumers that are second screening do so to look up information related to the content, express their opinion on the content, search for a product after they’ve seen an ad, or read other people’s commentary on the content they’re watching.
Digital usage while watching tv and digital usage while listening to audio table.
  • Similarly, a 2015 Fortune report showed that in 2014, there have been more than a billion TV-related tweets, with 85% of users who use Twitter during prime-time tweeting about the content they’re watching.
Statistics of people tweeting while watching television

Source: Fortune.com

These stats clearly show that most modern consumers are second screening – and are doing so to look for or provide extra information/opinions on the content they’re exposed to.

Instead of competing with real time and on-demand content available online, media and entertainment companies need to work with social media and leverage the wealth of data from multiple sources to optimize their strategy and operations.

This takes us to our starting question: Why do media and broadcasting companies need analytics?

Social data can help companies to:

  • Understand audience preferences and activity patterns to optimize content and ads
  • Find out what causes viewership spikes and drops 
  • Analyze audience sentiment on a weekly basis, about each episode, season or programme
  • Define audience demographics for more precise targeting
  • Keep pace with trends and find out who are the influencers that create a buzz in the industry
  • Make better predictions based on the conversations that the audience are having before/during/after airing a programme
  • Analyze channel profitability and impact, to optimise investments and identify when to cancel or renew a show

The benefits are clear. 

So why aren’t most broadcasting and media companies using social media analytics to improve their performance?

The problem lies in the amounts of data – with so much data available across different channels, it takes a lot of time and effort to sift through the noise.

That’s why it’s crucial to approach analytics systematically.

Wondering how?

Your 4-Step Social Analytics Plan

To turn social data into actionable insights, broadcasting and media companies need to tackle four critical components:

Social Listening

Before you analyze social media data, you need to gather enough information about the relevant conversations that your audience is having online.

The biggest challenge of the social listening phase is the amount of data available.

If you pull your data directly from the social media platforms, you will end up with a pile of unstructured information that would a long time to organize before it can be used for analytics.

That’s where third-party social listening tools like Keyhole come in handy – these tools allow you to focus on the conversations you are interested in, and avoid the rest, saving you lots of unnecessary work in the process.

Data Refinement

The mass collection of data in the first phase results in mounds of information that have high-potential, but need to be organized and structured before they can be used. 

Manually extracting and then refining all the data is an exercise that requires a lot of effort.

To ensure that no conversations and opportunities are missed, most modern organizations overcome this challenge by automating the data selection and categorization process.

Goal Setting

The insights you get from data only make sense if you know what you are trying to accomplish. A common mistake in broadcasting and media is silo thinking and disparate data across the organization.

More often than not, different departments have different ideas about where the organization is headed, and they use social media to achieve different outcomes. 

Needless to say, this diminishes the value of the collected data – the only way an organization can increase engagement, optimize activities and drive better performance is by creating a single, shared vision about the organization’s goals.

Sustainable Strategy Creation

Finally, organizations have to take it one step further and develop a long-term, sustainable strategy that outlines how the collected social media insights will be used across the organization.

This is an iterative process that involves continuous testing and refining.

Now that we’ve explained the four step process of turning raw data into useful, actionable insights that can drive change in the organization, let’s talk a bit more about…

What Metrics Can You Track?

Public Sentiment

Sentiment can be positive and negative, and by following online conversations on forums and social media platforms, networks can get a real-time insight into how people feel about their programme. 

TechTalk’s has published a report on the most popular TV shows public sentiment. We’ll discuss some of their findings, as these are a great illustration of what we talked about until this point.

With 32,197,368 mentions, and an average of 3,7 mentions per users, Stranger Things tops the list of the most talked about show at the time when TechTalk was gathering their data. 

The most talked about TV shows
Source: Tech Talk

This corresponds with Netflix’s streaming data about the third season of Stranger Things – according to their insights, with a record of 40.7 million household accounts watching the show since its global launch on July 4th, Stranger Things was the most watched series on Netflix.

Netflix Tweet: Stranger Things breaking netflix records

Stranger Things has a more or less gender-balanced viewership: 44% of the viewers who talked about the show online are male and 56% are female. 

More than 80% of conversations online were positive.

Sentiment towards netflix show, stranger things
Source: Tech Talk

The data shows that most of the public sentiment about the show was positive, with disgust and fear amounting to a total of 12%.

The show is in the horror genre, so these numbers are expected. 

Feelings of sentiment analysis
Sentiment towards stranger things
Source: Tech Talk

If we analyze the mentions and pieces written on the show, we could see that a lot of the conversations are about Jim Hopper’s anger management issues and Steve Harrington being the best (and most underrated) character.

Influencers

Another way broadcasting and media could use social media analytics is to find influencers in their industry.

One way of doing this is finding the most popular stars in a show and then using these findings to enhance marketing. 

Another way is to find creators who are in some way related to the industry and are influential within their community – and then use these creators to generate buzz around a new programme, a show, or a campaign.

This is exactly what YouTube did when launching their YouTube Red service which offers an ad-free option and premium content that stars some of the most popular YouTubers.

Competitive Analysis

Social data can uncover great opportunities for broadcast and media companies.

One such example is Netflix’s decision to pick up the TV series, Lucifer, after it had been cancelled by Fox.

Netflix is known to leave nothing to chance, so this decision, just like most of the streaming giant’s decisions, was made after a viral #SaveLucifer Twitter campaign was launched by passionate viewers on May 11th.

Twitter campaign for #savelucifer

The campaign amassed 1M tweets in less than 24 hours.

Twitter campaign for #savelucifer

With so many people invested in the show, it was only logical that Netflix would renew it for a fourth season and give millions of viewers what they want. 

Lucifer is a fantastic show that has really resonated with audiences in parts of the world, so we felt it was important for our licensing team to try to help that show continue for our fans,” Netflix’s VP Cindy Holland said for Deadline.

Netflix is great at monitoring and analyzing public opinion and conversations and turning data into actionable analytics and insights that support better decision-making.

Hashtag Campaigns

Disparate information can make it hard for organizations to track online conversations. 

The #SaveLucifer had this problem when more and more people started joining the campaign with different hashtags.

Twitter campaign for #savelucifer

How theCHIVE Uses Unique Hashtags to Engage their Follower Base

TheCHIVE Charity Group, had a hard time tracking and engaging their 20 million strong follower base. 

TheChive’s solution to this problem was to begin using unique hashtags for their campaigns.

Let’s have a quick look into their use case.

WHO ARE theCHIVE

TheCHIVE is a popular website that publishes feel-good photos and videos.

Over the course of 10 years, theCHIVE have amassed a following of millions, and have 20 million monthly users.  

The company’s charity division leverages the website’s massive influence and strong social media presence to find people in need, focusing on rare medical cases, special education initiatives, veterans and first responders.

What theCHIVE will usually do is ask their audience to share a photo with a hashtag and then donate $1 per every shared post to the related charity or cause. 

Over the course of 10 years, theCHIVE have managed to raise over $10M for people in need all around the world.

The Problem

The problem that theCHIVE had was keeping track of all the people that are engaging with their content. They were looking for an easy way to track all the mentions and the online conversations that were going on about a campaign. 

One of these campaigns was the first-ever national beer tournament which theCHIVE organized across 50 US states. They needed to pick two winners from each state, who then confronted each other on a national championship. 

The problem was, how do you track all the contestants in all 50 states in real time?

The Solution

TheCHIVE’s solution was using unique hashtags. For every state, theCHIVE came up with a dedicated hashtag. 

So now, they had 50 different hashtags they needed to track in real time… which is where Keyhole came in.

Using Keyhole, theCHIVE were able to monitor all the online conversations people were having online related to the championship, and access them via an easy-to-use dashboard that gave them a complete view of the entire tournament.

Now that you know how social media insights could be used to reinforce a channel, a programme, a show or a campaign, let’s recap…

Why is it Important to Measure Your ROI?

Measuring your ROI will enable you to understand your market, your audience’s preferences and help you spend your money more wisely by investing in projects that are more likely to take off.

By measuring your ROI, you’ll be able to understand what kind of shows your audience likes the most, test how long they’re willing to wait between different episodes of a programme, what are the optimal times to post, what stars or characters are the audience’s favourite, how your audience reacts to product placement, and more.

All this will enable you to optimize your investments, improve predictions, enhance advertising and ultimately offer better service to your customers.

How to use Keyhole as a Tool for Media and Broadcast Industries

By now it’s already clear why broadcasting and media need to look past TV ratings and traditional forms of testing, like focus groups and pre-screenings.

They need to create a “blended” listening practice that incorporates social media analytics.

However, social listening and analytics can be a time-consuming activity given the amount of information available (we’re talking millions of consumers), so it’s important to automate the parts that can be automated. 

Third party analytics tools like Keyhole streamline social listening and gather and structure the data for you.

Using Keyhole, you will be able to:

  • Get more information about your reach
  • Understand the demographics of the people that are having conversations about your company or products online
  • Find the most influential individuals among those that are talking about you
  • Track trending topics and keep pace with what the audience wants to consume, so that you can create a more effective content strategy
  • Find out the optimal posting time and length so that you can spend your marketing dollars more wisely
  • Compare your performance to the performance of your competitors
  • Get more in-depth insights about a specific topic you’re interested in exploring further
  • Predict how the conversations you are tracking will evolve the following week and month

All these features and much more are part of what Keyhole offers as a tool. 

Final Thoughts

Social media platforms have become a valuable business intelligence tool where millions of people give away free information about their habits, opinions, and needs. 

As the media consumption habits are changing and more and more people are second screening, media and broadcasting companies need to start looking into social media for meaningful insights that could drive better decision-making.

When done correctly, social media analytics can help broadcasting and media companies to have better conversations with their fan base, identify brand affinities and influential individuals, optimize their programmes and ultimately increase their profits and ratings.

However, most organizations still struggle to determine which data they need to analyze and what counts as “noise” and should be left out.

Third party social listening and analytics tools like Keyhole take away the time consuming grunt work of data collection and sorting and give organizations clean and understandable reports on what the organization does right, how it competes with other players in the market, and help to uncover opportunities to improve their performance.


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

Sports Marketing: Tracking Social Media ROI, Influencers, and Engagement

On the surface, sports marketing in the digital age should be easy.

You have a thrilling product, a rabid fanbase, and a growing arsenal of social media platforms to connect the two.

Sure, you can post content all day long, but how do you evaluate the success of one sports media campaign versus another?

How do you prove your sports marketing agency is better-equipped to land that contract? How do you justify your marketing strategy to your superiors? And how do you prove that what you’re doing aligns with your business goals?

In other words, how do you measure the ROI and success of your sports marketing campaigns?

In this post, we’ll explain why you should be measuring the ROI on your sports marketing campaigns, what metrics to track, and case studies on metric tracking in sports media.

  • Why you should be measuring the ROI of your sports marketing campaigns
  • The most important metrics to track
  • Example use cases of these key metrics
  • Case studies of effective metric tracking in sports media
  • Tools to help you track these metrics

Let’s go!

Jump Links:

Why Should You Measure the ROI of Your Sports Marketing Campaigns?

Which Sports Marketing Metrics Should You Track?
Visibility Metrics
Engagement Metrics
Sentiment Analysis
Audience Analytics
Influencer Analytics
Other Business Metrics

Sports Marketing ROI Case Studies:
The Special Olympics
SportQuake
MELT Atlanta

Why Should You Measure the ROI of Your Sports Marketing Campaigns?

Even if you have a product that sells itself—like a successful sports team—blindly posting content for the sake of posting content is only going to get you so far.

By setting specific, measurable goals before embarking on any sports media campaign, you’ll be able to identify what went well, what went wrong, and what you can improve for next time.

Start with the question:

“What am I trying to accomplish?”

Is it growing your team’s social following? Is it attracting new sponsors or investors? Making existing sponsors satisfied with their investment? Creating new partnerships? Recruiting or tracking influencers? Raising awareness for a cause?

By identifying your goals in advance, you’ll know what data is needed to prove your campaign’s value to any relevant stakeholders, whether that’s your boss, a sponsor, or your own sense of accomplishment.

Once you’ve picked a goal, decide what metrics you’ll use to measure success and pick specific targets.

For example, if your goal is increasing followers, by what percentage, and over what time period? If your goal is impressing a sponsor, you may want to set targets for total reach and fan sentiment.

Not sure which metrics you should be tracking? Don’t worry, because we’re covering that next.

Which Sports Marketing Metrics Should You Track?

Let’s jump into which social media metrics you should be tracking to understand your ROI, whether you’re measuring posts, particular accounts, hashtags, or your audience.

Visibility Metrics

No matter what your goals are, it’s likely you’ll be invested in the overall visibility of your campaign.

Reach

Reach is the number of unique users that have seen a particular post, keyword, or hashtag.

For example, if one account with 10,000 followers posts your hashtag, that hashtag has a potential reach of up to 10,000 unique users. The same account posting again on that hashtag would not increase the potential reach.

If your content has broad reach, that means it’s making its way to a large volume of users. It’s a sign that your content is being broadly shared by influential accounts.

Impressions

Impressions is the total number of times the piece of content has been viewed (similar to page views on your website).

In contrast to reach, the same user seeing the same piece of content twice would count as two impressions.

High impressions are either a result of high reach or high repeat engagement from a core follower base.

Follower Count

Of course, you’ll also be invested in the number of followers to your sports social media accounts, whether it’s on a single platform or across platforms.

By growing your own follower base, you can directly impact the potential reach of your own posts, relying less on influencers and shares to have your message heard.

You may also need to track the follower counts of your sponsors or your team’s athletes.

You can also track your follower growth rate, calculated as follows:

Example Use Case: Sponsored Hashtag Monitoring

Measuring hashtag analytics will be extremely important to you if your goal is to track the success of a sponsored hashtag.

Take #SuitingUpTogether for example: a Toyota-sponsored hashtag used by the LA Lakers on Twitter, Instagram, and various other platforms.

To prove the success of the sponsorship to Toyota, the Lakers could share metrics like reach, impressions, and increases in @ToyotaSoCal’s follower count over time. 

Engagement Metrics

Beyond pure visibility, you should also track how engaged your audience is with your posts.

Average Engagement

Average engagement measures the average number of likes, comments, and shares each of your posts gets. 

Average Engagement Calculation: (likes + comments + shares) / (# posts)

This is an indicator of the volume of interactions your posts get.

Average Engagement Rate

Average engagement rate is your average engagement per follower.

Average Engagement Rate Calculation: (average likes per post + average comments per post + average shares by post) / (# followers)

This ratio is more telling of the quality of your content and/or how active your followers are. If you have a lot of followers, but low engagement, you may need to step up your content game!

Optimal Post Time & Post Length

Once you have visibility and engagement metrics, social media monitoring tools can start to give you feedback on what type of posts are providing the most value.

A tool like Keyhole can give you data like the optimal time of day to post, what type of content formats are performing best, and the length of text that gets the most engagement. 

Example Use Case: Game Hashtags

Game hashtags are known to have tons of engagement from fans.

Whether it’s a hashtag you created for a team, or you’re joining in on a grassroots hashtag created by fans, there are sure to be hundreds, thousands, or even millions of posts on that game’s hashtag.

But how do you post on that hashtag to gain the most engagement?

Here’s an example of a hashtag, #nbafinals2019, with a game specific clip.

By analyzing the average engagement rate of posts at different times, you can identify the perfect time to post during games. Is it at tip off? Half time? During the intermission? 20 minutes before the game? As the clock winds down?

Only by measuring these metrics will you know for sure.

Sentiment Analysis

Quantity doesn’t always mean quality. Posts, teams, or athletes can go viral for the wrong reasons—so you have to look beyond reach and engagement.

Sentiment analysis allows you to track the number of positive vs. negative posts for a given hashtag or keyword.

By tracking sentiment analysis, you’ll be able to prevent and manage PR crises, better understand your audience, and keep a finger on the pulse of your audience’s mood.

Example Use Case: Player Sentiment

Let’s say you have a video campaign planned where you’re featuring an athlete in your organization in each video.

If bad news breaks that day about that player, you don’t want to add fuel to the fire by sharing a mistimed feel-good post about that player—especially if that post is tied to one of your sponsors.

By using social listening and sentiment analysis tools, you can make sure you’re avoiding any intended consequences.

Here’s a hilarious piece of player-driven content from Liverpool FC. But they wouldn’t want to post it soon after one of the players in the video made a costly mistake for their team.

On the flip side, if a player is trending for positive reasons, it may be the perfect time to pull an older piece of content on that player out of the archives.

Audience Analytics

Your sports social media campaigns will only be made stronger the more you learn about your audience.

By using the native analytics tools in the social media platforms you’re using for your campaign, you can track audience metrics like:

  • Countries
  • Language
  • Gender
  • Keywords
  • Devices

Example Use Case: Multi-Lingual Campaigns

By using audience analytics, you may learn you have a growing demographic that you should tailor more of your content to.

Because they’re located in a southern US state with many Spanish speakers, the Arizona Coyotes launched Spanish versions of all of their social media accounts in 2019.

They would have been able to justify that decision in advance by using audience analytics on their English-only accounts.

Influencer Analytics

Engaging with your team’s top fans is an amazing way to make fans for life.

By inviting influencers into your sports marketing strategy, you’ll give them a platform to share their authentic passion that’s sure to resonate with your wider audience.

Example Use Case: Targeting New Demographics

By using Keyhole’s influencer tracking tools, you’ll be able to identify, compare, and measure potential and existing influencers with all the metrics we’ve already mentioned above.

For example, if you’re looking to reach a demographic that your audience analytics say you’re not currently reaching, you can seek out influencers whose content clearly resonates with that exact demographic.

Other Business Metrics

Actual ROI

Of course, the truest and simplest way to track your ROI is to track the financial cost of your strategy compared to the overall gain of your strategy.

But tracking your financial gains isn’t always easy.

If you know the financial value of a single follower, you could estimate revenue gained from gained followers.

Or if you can link landing or renewing a particular sponsorship to your marketing campaign, you can consider that your financial win.

Website Analytics

You can also turn to your website analytics to prove the effectiveness of your campaign. Did your website traffic go up after your campaign started? Did it go down once it stopped? 

Linking your marketing campaigns to other metrics outside of social media shouldn’t be ignored!

Sports Marketing ROI Case Studies

The Special Olympics

The Special Olympics are a huge sports endeavor—with nearly 5 million athletes with intellectual disabilities participating worldwide.

At that scale, tracking the ROI of their social media campaigns is a tall order.

Ryan Eades, Director of Digital and Social Engagement at the Special Olympics turned to Keyhole to track the ROI of their social media efforts.

They sorted their audience by follower count and engagement to identify their most influential ambassadors.

Once they linked up with model and actress Brooklyn Decker, they used Keyhole to track engagements and conversions linked directly to her posts.

SportQuake, the Data-Driven Sports Marketing Agency

Sports marketing agencies have the most to gain from tracking ROI.

As they’re not in-house employees, they have to prove the potential and actual benefits of every campaign they run for any organization.

They need as much data as they can get.

SportQuake is one of those agencies. They are often in a position where they’re trying to recruit influencers to aid in marketing campaigns.

But they look beyond follower counts. They want to make sure the influencers they work with are actually likable.

That’s why SportQuake uses Keyhole’s sentiment analysis metrics to monitor the audience sentiment towards a particular influencer—allowing them to have a data-driven approach to choosing the right fit for their campaigns.

MELT Atlanta’s Cool Approach to Analytics

MELT Atlanta is a sports marketing agency that connects major brands with top athletes and athletic events.

For example, their most recent project is a marketing campaign connecting Coca Cola with athletes in the 2020 PyeongChang Winter Olympics.

To MELT, tracking the success of their campaigns is crucial to proving ROI for their clients.

“Having a reliable number of impressions and reach for the hashtag that we are able to get within seconds of logging in has definitely solved our biggest pain point,” said Jenna Cook, their Digital & Social Media Manager.

With Keyhole, they track brand accounts, athlete accounts, hashtags, their most engaging posts, best posting times, follower insights, and more.

By having an easily accessible dashboard with their most crucial metrics, they can easily answer whether or not their clients are seeing ROI on their campaigns within seconds.

How to use Keyhole to Track Your Sports Marketing ROI

No matter what your goals are for your marketing campaign, you’re going to need to prove your campaign’s effectiveness with hard data.

By using Keyhole’s advanced social listening tools like hashtag analytics, influencer monitoring, keyword tracking, sentiment analysis, and more, you’ll have a wide range of metrics to prove the success of your marketing campaigns.

Ready to get started? Start your FREE Keyhole trial today.

How to Find Micro Influencers on Instagram to Boost Sales

How to find influencers on instagram to boost sales

Updated on November 7th, 2019.

Influencers have the power to win the hearts of consumers.

It is no surprise that some of the biggest brands in the world are using influencer marketing to promote their products and services.

Influencer marketing is effective, but not a all brands have enough budget to afford a top tier influencer.

Fortunately, there are micro influencers on whom these brands can rely.

Micro influencers are everyday consumers who possess a large social media following; generally between 1,000 and 10,000, though some have up to 100,000.

These influencers offer better audience access and higher engagement than macro influencers at a fraction of the cost.

One major social media website on which you can easily find micro influencers is Instagram.

In this post, we’ll demonstrate how you can use micro influencers on Instagram to boost sales and how you can find Instagram influencers.

Jump Links:

Micro Influencers Should be Relevant to Your Niche

Showcase Your Product Experience with Micro Influencers

Give Influencers the Freedom to be Creative

Finding Instagram Influencers
Turn to Your Audience
Use Hashtags

Micro Influencers Should be Relevant to Your Niche

Influencer marketing can be used for achieving different goals, such as driving engagement, increasing brand awareness or sales.

To be able to achieve these goals, you must promote your content to a relevant audience.

This means that you must work with micro influencers who are relevant to your niche and have a significant following.

Ideally, you should find an influencer who is considered an expert in a subject that is relevant to your niche.

If you fail to do this, you won’t be able to reach your target audience and there will be no point in using influencers to promote your brand.

Showcase Your Product Experience with Micro Influencers

When consumers see a compelling product content, they may become interested in trying that product.

In order to make a major impact on your audience through micro influencers on Instagram, you must showcase their experiences using it.

This can compel and inspire followers to buy the product or service to enjoy the same experience themselves.

For example, if you want to promote your product, you can have an influencer use it and share their reviews about it with the audience.

Micro influencers on Instagram can make a video of your product, share stories or simply post a picture with an inviting caption.

The goal here is to demonstrate how your product is enhancing an influencer’s experience.

Because the influencer’s following trusts them, this will compel the audience to try your product themselves.

In a similar fashion, you can promote your services too by having the micro influencer show to their audience how your services enhance their experience.

Give Influencers the Freedom to be Creative

This is perhaps the most important thing to remember when working with micro influencers on Instagram.

The reason why micro influencers have managed to grow their audience is that their audience trusts them and they know what content attracts the audience.

They know their followers, so they know the type of content that will appeal to and engage their audience.

Let them give honest reviews about your product and allow them to promote your brand in their own way.

If you tightly control the content that an influencer shares about your product or services, there is a risk of the audience losing their trust in the influencer due to inauthenticity.

If that happens, you won’t be able to successfully promote your brand.

Now that you know how to use micro-influencers, will you promote your brand through influencer marketing?

If so, there’s a missing piece of the puzzle.

I still haven’t told you how you can find Instagram micro influencers.

Finding Instagram Influencers

Turn to Your Audience

When searching for Instagram micro influencers, you should start with your current fan base since you know that a connection already exists.

Since they’re already interested in your content, you should examine their interests by looking at the pictures they post and the people they follow.

Then, you should analyze similarities among your fan base.

Do they all follow the same influencer or brand? Does your analysis indicate that many of the Instagram pages you’ve looked at have common content themes?

By finding these common interests, you’ll be able to create a target lookalike audience to draw connections with others like them.

If any of your followers themselves have a large following, it is an added bonus for you.

Reach out to them and recommend an exchange of service or product for a review or Instagram post.

It’ll be easier to convince them as they are already familiar with your brand.

Use Hashtags

The best method to find the right influencer is to simply search for the correct hashtag or keyword that’s relevant to the product you’re trying to promote.

For example, if you want to promote a fashion product, you can run a hashtag search for queries like #ootd or #instafashion.

You can then determine how popular an influencer is by looking at how much engagement their posts are getting or their follower count.

You can calculate engagement with the following formula:

Are they getting likes and comments on their posts, and if so, how consistently are they posting?

It is common to find influencers who have purchased their followers and likes, and barely get any authentic engagement on their posts.

Avoid partnering with these types of influencers!

Tools like Keyhole offer hashtag tracking and keyword tracking. This can help you find influencers who have already published posts with your search terms.

If the content they are posting is relevant to your niche, you can reach out to them to market your products or services.

In addition, you can also track all posts that contain your hashtags in real time.

This way you can analyze the engagement levels of the audience in your niche with influencers on Instagram.

You can determine the impact of influencers on their audience through engagement rate insights.

The hashtag you choose to search should be somewhat specific to reveal satisfactory results.

For example, if you wish to search for Persian cats, a hashtag search around #Persiancats would yield much better results than just #cat alone.

Alex of VM Interactive says that the more specific your hashtag is, the more actionable results you’ll get.

With the help of an Instagram hashtag analytics tool, you can simplify your research.

You can use specific keywords relevant to your niche to pinpoint conversations related to your business and target audience.


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

5 Valuable Hashtag Marketing Strategies Proven to Engage Audiences

Hashtag Marketing Strategies to Engage Followers

Updated on October 17th, 2019.

Using hashtags effectively goes beyond casually plugging them into your tweets and posts.

On platforms such as Twitter and Instagram, calculated hashtag marketing can boost impressions, make your content more searchable and encourage users to talk about your brand.

Learning how to leverage tagged topics should be a priority for marketers.

Jump Links:

1. Brand Hashtags
2. Trending Hashtags
3. Chat Hashtags
4. Content Reflecting Hashtags
5. Call-to-Action Hashtags

Here are five hashtag marketing strategies that social media teams have successfully used to engage their target audiences:

1. Brand Hashtags

Think of a brand hashtag as your signature. Unique to your business, it should be a concise and relevant slogan you include when sharing original content.

Encourage followers to use it as well. This way, they’ll have a clear method of sharing posts with you and others interested in your company’s products or services.

The online community will also know how to find content about your brand.

Why Brand Hashtags Successfully Engage Audiences 

A brand hashtag is a way for users to let the social community know what they think about your company. Instead of just sending you a message, they’re speaking to their followers and other users who look for tagged posts.

Everyone stands to benefit, because:

  • You build a discussion around your brand, encouraging the online community to learn more about your products and services while promoting them. Ideally, consumers will also follow links you share.
  • Those using the hashtag will draw attention to their posts, possibly earning more followers.

As a bonus, you can run a promotional contest. For example, the person who creates the most-shared post using your hashtag will win a prize at the end of each month.

Everyone loves to win. Just watch engagement steadily rise.

Example: #WinnersFabFinds

Winners, a popular Canadian apparel store, uses #WinnersFabFinds across all social channels. Both catchy and unique, Winners promotes the brand hashtag both online and in-store. Another great example of effective hashtag marketing.

With more than 4,500 posts, here’s what #WinnersFabFinds looks like on Instagram:

Customers share content, while Winners gets original pictures of them enjoying products.

Measure any hashtag you want, including brand hashtags, using Keyhole.

When a high volume of users include a specific hashtag in their posts, it “trends.”

Social media platforms have different ways of displaying trending topics. For example, trending topics on Twitter displays on the top right side of the screen, and Facebook has a trending section on the top-right corner of your screen:

see what's trending on twitter

Constantly changing in real-time, a trending hashtag can last for days or mere minutes.

When you see a trend that relates to your business, don’t hesitate to engage in it with relevant content.

Why They Successfully Engage Audiences

By sharing content through a trending hashtag, it’ll be seen by a group larger than your contacts and followers.

In a sense, your audience can be limitless — anyone who clicks on the trending topic can see your post. And if that post is witty, original or informative, the shares it generates will further boost impressions and comments.

Example: #CollegeIn5Words

When #CollegeIn5Words trended on Twitter, Denny’s Diner furthered its reputation as a company with a funny social media presence.

Being funny in this situation has its benefits, as Denny’s earned an enviable amount of likes and retweets. Not to mention all the replies it received, with people tagging their followers to share a laugh.

3. Chat Hashtags

Popular on Twitter, you can use chat hashtags to discuss a topic with users who are interested in the subject matter.

This is a form of hashtag marketing that calls for users to be directly engaging with a brand or an individual.

There are a plethora of industry and audience specific chat hashtags.

Chats are typically held at set times, sometimes involving one user asking questions and others giving their thoughts.

You can also start and promote your own, giving your brand more exposure. Make sure the hashtag is short – encouraging meaningful conversation is key, so it’s best not to deeply cut into Twitter’s 140-character limit.

Why They Successfully Engage Audiences 

People want to talk about topics they’re passionate about, so Twitter chats can give you access to a receptive audience. With a popular chat hashtag, that audience is already established and waiting to be engaged.

What’s more, contributing to a Twitter chat can boost engagement by letting you:

  • Connect with like-minded individuals. Many people may be interested in your company, but not know about it. Using a chat hashtag is a way of informing them about your ideas, as well as your products or services.
  • Demonstrate your expertise on relevant topics. If people are invested in a certain subject, they want to know more about it. Sharing your content can spark meaningful conversations.

Example: #TMLTalk

During every Toronto Maple Leafs game, #TMLTalk is a trending topic. The team with the NHL’s largest fan base interacts with supporters using the hashtag, encouraging them to share opinions and content.

During every Toronto Maple Leafs game, #TMLTalk is a trending topic. The team with the NHL’s largest fan base interacts with supporters using the hashtag, encouraging them to share opinions and content.

Fans are passionate – giving them an online forum helps them interact with fellow enthusiasts.

Organizations such as news sites can also use the hashtag to share stories and earn clicks. Meanwhile, the Maple Leafs organization gains another way to build, and communicate with, a dedicated audience.

4. Content-Reflecting Hashtags

Content-reflecting hashtags don’t have to be trending or even popular, per se. They’re not specific to your brand, either.

They’re simply tagged words that relate to a posts’ content. For example, a tweet about social media ads may contain “#digitalmarketing.” A post about a tourist attraction may include the city’s name, and so on.

Why They Successfully Engage Audiences

Think of content-reflecting hashtags as a way of optimizing content for search. Audience members may stumble upon your posts when looking for the words you tag.

This is useful for companies that:

  • Sell physical products
  • Operate in a set location
  • Participate in events
  • Share posts about niche topics that don’t trend or necessarily merit a brand hashtag

Content-reflecting hashtags become valuable when consumers perform general searches to find a certain item or learn more about a given subject. Being an early result can certainly earn you a click, reply or follow.

Example: #CleanEating

#CleanEating is a popular Instagram hashtag that carries over onto Twitter and other social platforms.

For example, here’s a typical post that would be associated with the hashtag:

Although it’s dominated by pictures of home cooking, a health foods store or restaurant could certainly leverage the hashtag to potentially earn comments or clicks to their website.

If used in conjunction with a location hashtag, an in-person visit also wouldn’t be out of the question.

5. Call-to-Action Hashtags

The goal of a call-to-action (CTA) hashtag? Encourage the online community to perform a specific action involving your brand.

It’s a traditional marketing concept that’s applied to social media.

A CTA hashtag usually starts with a verb, such as “share” or “talk.” Then, it should have a few short words that give additional instruction.

For example, a mental health organization may have a hashtag called “#TalkAboutMentalHealth.”

When a CTA hashtag gains traction, you’ll see posts across social platforms involving people taking appropriate action.

Why They Successfully Engage Audiences 

Social media users follow CTA hashtags because they:

  • Feel like they’re contributing to an important cause.
    • Going back to the mental health example, people would follow such a hashtag because they feel as though they’re challenging the stigma of certain illnesses.
  • Think the action is genuinely fun. Who wouldn’t want to take a silly picture or share an interesting story?
  • Earn a sense of participation. If your friends are posting with a certain hashtag, it’s natural to want to contribute.

That being said, a CTA should be doable. You likely won’t engage your audience by encouraging an action that’s almost impossible.

Example: #ShareACoke

Coca-Cola’s #ShareACoke campaigns harnessed the power of a fun CTA and became a wildly-successful hashtag marketing initiative.

Creating cans and bottles that read “Share a Coke With …” followed by a name, the company encouraged social media users to post pictures of themselves sharing the drink with friends and family.

Generating almost 700,000 Instagram posts, here’s a look at an example:

Generating almost 700,000 Instagram posts, here’s a look at an example:

Like a brand hashtag, this particular CTA campaign benefits the company and individual users. The users get to share content with a wide audience, while Coca-Cola gets original images of satisfied customers and potentially increases sales.

These five hashtag marketing techniques are shown to boost engagement by encouraging consumer conversations, making your content more searchable, expanding your reach, and more.

Implement them in your social media marketing strategy to see how effectively they work for you.



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

8 Killer Tips to Grow Your Twitter Follower Count Organically

So, how do I get more Twitter followers?

This is the question everyone’s been asking ever since social media became an indispensable part of every brand’s marketing strategy.

And we get it.

Twitter is a gathering place for 330 million people every month who are looking to start conversations and get ongoing updates about their favourite brands and thought leaders.

monthly active users on different social networks

According to Statista, as of the most recent quarter in 2019, there are 262 million monthly active international (non-US) users on Twitter, which amounts to 79% of the entire Twitter user base.

What’s more, Twitter users come from various age groups, and according to a report by the Pew Research Centre, Twitter users in the US “tend to have higher levels of household income and educational attainment relative to the general adult population.”

Research shows that the gender and race distribution of Twitter users is similar to that of the general public in the US. However, 42% of Twitter users hold at least a bachelor’s degree (as opposed to 31% of the general public), and 41% of them report a household income higher than $75.000 (as opposed to 32% of the general public).

These stats position Twitter as one of the top social media platforms that brands and individuals can use to establish authority in their industry of choice and tap into an international and national audience that’s well-educated and financially well-positioned.

It’s more than clear why everyone wants to know what they can do to increase their followers on Twitter.

We’re here to answer that.

Below, we’ll give you 8 easy, yet effective tips on how to increase your Twitter follower count and get your brand in front of a global audience.

Jump Links:

Why do Twitter Followers Matter?

8 Tips to Grow Your Twitter Follower Count:
1. Complete Your Profile
2. Stay Consistent and Tweet Often
3. Publish Content of Value
4. Optimize Your Posting Time
5. Get Visual
6. Use Hashtags
7. Engage With Your Community
8. Cross Promote Your Twitter Account

Recap

Why Do Twitter Followers Matter?

Some people consider followers as an outdated, vanity metric. 

In fact, with the algorithm changes introduced by Facebook and Instagram, follower count lost its position as the single most important metric and was overtaken by engagement.

It’s engagement that expresses if the content is relevant to a particular target audience, builds relationships between a brand and its audiences, and sets the foundation for the start of a conversation.

So, why should you care about getting more Twitter followers?

Simple.

You can’t build a movement without followers.

Sure, your content will spread more if it gets shared and you get people commenting.

But, in order to build true momentum, you first need to have a solid follower base that is willing to engage with your posts.

In other words, the higher your follower count, the bigger your influence and potential impact in your industry.

And of course, let’s not forget to mention that when you see an increase in your Twitter followers, you can safely assume that your content strategy works and that you are creating value for your community.

Now that we’ve explained the background of this never-ending quest for followers, let’s break down the steps you need to take to get followers on Twitter.

8 Tips to Grow Your Twitter Followers

1. Complete Your Profile

First impressions matter.

Before you go ahead and develop a strategy to find new potential customers, you need to make sure that once they find you, they like what they see.

To maximize your chances of getting people to click “follow” after they land on your profile, make sure you get the following couple of things right:

Add a Presentable Profile Photo

Whether it’s a photo of yourself (if you’re looking to build your personal brand), or your company’s logo, your photo needs to be professional and presentable.

A screenshot of Keyhole's Twitter profile, showcasing the profile picture, header, and bio.

This is one of the two elements from your profile that people will see when your tweet shows up on their feed (your username being the second element). 

A well-chosen profile picture will help you draw attention and enable people to recognize the person/brand that stands behind the activity on your profile.

Create Clarity with Your Twitter Bio

Every element of your profile is part of a bigger picture that shows what you do, who you are, and what you can bring to the table if people decide to follow you.

Just adding a photo isn’t enough for people to understand your brand. 

You need to include crucial information in your Twitter bio including your location, website, and contact information.

But that’s just part of why your Twitter bio is crucial to your social media success. 

Another aspect of why it’s important is that your bio is searchable.

Byy adding hashtags that are relevant to your industry and your audience, you can boost your chances of being seen. 

Your bio section also gives you 160 characters to explain your line of work, share your vision, and showcase your personality. 

Take a look at Tom Hank’s bio (yes, that Tom Hanks!):

An image of Tom Hanks' Twitter profile.

Makes you want to immediately click follow, doesn’t it?

Cover Photo

Finally, once you’ve chosen a good profile photo and you’ve written a bio you’re satisfied with, it’s time to work on your header image. 

While you need to stay consistent with your profile photo, you can change your header image to reflect what you’re up to at the moment.

Use it to announce events or new products, like Netflix and Burger King do:

An image of Burger King's Twitter profile showcasing their new product campaign.
Netflix's Twitter Profile, showcasing their new show Elite.

Alternatively, you can use your cover image to underpin your brand image, as Gary Vaynerchuk does:

A screenshot of Gary Vaynerchuck's profile.

Dedicating some time to making your profile as complete and robust as possible will allow you to create a fantastic first impression when people come across your Twitter page.

This will boost your chances of converting accidental visitors into your Twitter followers.

2. Stay Consistent and Tweet Often

One of the things that makes Twitter different than other social media platforms is that it requires you to be consistently active.

On Facebook or Instagram, it is optimal to post one or two times a day, or even a few times a week, since too much activity can turn people off or be considered spam.

On Twitter, it’s okay to have a more frequent content strategy. 

But how many posts are enough?

To find your sweet spot, it’s best to test it yourself!

Modify the amount of posts that you are sharing and see what is garnering the most engagement with your audience.

Another great way to gauge the most effective number of posts is to research your competitors and analyze their followers’ behavior relative to the frequency of posting.

You can also use an analytics tool like Keyhole to help you determine these metrics.

3. Publish Content of Value

We want to emphasize that posting new content for the sake of posting content won’t bring in followers.

What you need to do is to publish content of value.

Your audience needs to value your content in order to engage with it.

This will mean different things to different audiences.

Some may find value in being entertained by funny memes.

A screenshot of one of 9GAG's tweets, a funny meme.

Others like to read informative articles or get updates on recent developments in the news or about a particular industry.

A screenshot of Simon Sinek's twitter feed.

Some people find value in becoming motivated by inspirational quotes or videos.

An inspirational Tweet example.

In order to create a strategy where you continuously provide value for your audience, you first need to define what value is to your followers.

You can do this by analyzing your Twitter metrics and your followers’ response to different types of posts on your profile.

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

There’s one thing that separates well-performing profiles from poorly performing profiles – and that’s where they choose to put their attention when they create their content.

In other words, well-performing brands tend to publish “you-focused” content. They are what is known as informers.

Informers do everything they can to give their audience content they care about, and don’t use their profiles for self-promotion.

Badly performing profiles, on the other hand, are mainly “me-focused”.

A study from the School of Communication and Information at Rutgers University, found that as much as 80% of Twitter users are what they call “meformers”. 

According to this study “Informers had 53% of their messages in the IS category, while a significant portion (M=48%) of the messages posted by Meformers were “Me Now” messages.”

The study further concluded that Informers statistically have more friends and followers than Meformers.

What’s the takeaway?

Study your audience and make them feel like everything you do is ultimately about them. 

Sure, you can throw in some self-promotional post here and there, but don’t make your Twitter all about advertising your accomplishments, products, and services.

4. Optimize Your Posting Time

Just like on any other social media platform, on Twitter, you’re more likely to get your content seen as soon as you publish it.

In fact, the average lifespan of tweets is anywhere from 15 to 24 minutes, so if you’re looking to get exposure, you need to ensure that you gain traction immediately. 

You can check out our list of our Top 13 Twitter Analytics Tools to help analyze data about your Twitter followers or Tweets.

How do you achieve this?

Make sure you schedule your posts for when your followers are awake and active.

It doesn’t make much sense to publish content when everyone else is sleeping or busy, right? You need to observe when your followers are online, taking into consideration their location and time zone.

But what happens when life gets in the way and you can’t post when your audience is online?

That’s what scheduling tools are for!

Not only do they allow you to schedule your posts in advance, but they will also give you a much better view into the kind of content you’re sharing on a weekly basis.

Use these insights to help you create a well-balanced content schedule with enough variation and value.

5. Get Visual

When it comes to social media, the old, well-known rule that claims that content is king, needs to be revamped.

Visual content is king.  

Visual heavy Tweets are more likely to attract the attention of scrollers and make them stop and read what you have to say.

Also, visual content is much more shareable than plain text.

So, whenever you can pack your content into a visually appealing image or  infographic – do it. 

Another way to incorporate visuals is to paste tips, advice or stories as images.

An example of a text being merged with an image.

Combine blog post links and text with an image:

Combining blog posts with an image for maximum impact.

Or share gifs and videos…

A screenshot of a video posted on Twitter by LadBible.

6. Use Hashtags

Hashtags are by far the easiest way to make your posts searchable and show their relevance in a particular category.

Hashtags will take your Tweets past your follower base. Not adding hashtags to your Tweets is a missed opportunity to reach a wider audience.

Unfamiliar with hashtags? Check out our beginner’s guide to hashtags.

An example of a hashtag in a specific industry.

Of course, not all hashtags will have the same impact and reach. You’ll need to do some research on what hashtags will be the most effective for your content. 

If you’re already familiar with the basics of hashtags, check out our guide on using popular hashtags to grow your business.

There are a lot of tools out there that allow you to access robust hashtag analytics, and will help you understand what’s working and what’s not.

Use these insights to optimize your Twitter activity!

SUGGESTED READ: Top 15 Hashtag Analytics Tools

7. Engage With Your Community

Twitter followers mean nothing if they’re passive and don’t interact with the content you’re sharing.

To increase engagement and increase your likelihood of increasing your Twitter followers, you need to give back to the community!

Show your followers that you care by always responding to their direct messages (DMs), mentions and even by retweeting their content. 

Again, don’t do this just for the sake of doing it – take the time to curate relevant and thoughtful comments. 

Check out how Stephen King does it:

Stephen King interacting with his Twitter followers, growing his Twitter follower account organically.

You can create your content and automate the process of publishing, but you still have to put effort into engaging with your community.

Another example of Stephen King engaging with his followers.

Not only will people feel appreciated that you took the time to respond to their comments and mentions, but by being engaging, you’ll be able to add a human element to your online activity.

The last thing you want is for your Twitter account to look like it’s completely run by bots.

Engaging with your community doesn’t have to be hard and complicated.

Just add a couple of minutes of engagement-related activities into your daily social media schedule.

And just like that, with a few minutes of engagement a day, you’ll start noticing a higher engagement rate on your profile in no time.

8. Cross Promote Your Twitter Account

A lot of times people won’t follow you on Twitter because they simply don’t know you’re there.

The truth is, not a lot of people will search for your brand on Twitter. 

Most likely, they’ll Google you, and land on your website or maybe your Facebook page.

So, how do you make people aware that you have a Twitter account as well?

You already know the answer: tell them.

Add a button on your website, and share your Twitter account across other social media platforms.

If you have an established audience on other platforms, and they have a Twitter account, they’ll probably want to follow you there as well.

Recap

Getting more Twitter followers is imperative for any brand that’s looking to establish authority in their niche.

On Twitter, getting people to follow you is fairly easy, as opposed to other platforms.

All you need to do is take a few steps to optimize your profile and Twitter activity for maximum reach and engagement.

And there you have it.

These are our eight proven steps to get more Twitter followers.

Now go ahead and start getting those numbers up!


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 13 Twitter Analytics Tools in 2019

Looking for the best Twitter analytics tools?

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

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

Jump Links:

Why do you need a Twitter Analytics tool?

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

Why Do You Need a Twitter Analytics Tool?

Twitter has always been a challenging platform for businesses.

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

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

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

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

Features of the Best Twitter Analytics Tools

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

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

Tracking important Twitter Metrics

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

Growing your Brand

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

Guiding your Twitter Content Strategy

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

Exploring the Top 13 Twitter Analytics Tools

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

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

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

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

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

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

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

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

Pricing: Free

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

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

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

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

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

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

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

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

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

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

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

Disadvantage: Hootsuite is much pricier than similar competitors.

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

4. Buffer – For easy, lightweight content scheduling

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

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

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

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

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

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

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

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

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

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

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

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

Disadvantage: Reports do not incorporate unlimited historical data.

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

6. Klear – Discover key influencers

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

8. Union Metrics – Detailed Twitter reporting

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

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

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

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

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

9. Agorapulse – Incorporate data across all your social platforms

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

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

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

Main advantage: Basic reporting across all social platforms.

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

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

10. Followerwonk – Profile your followers and identify influencers

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

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

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

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

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

11. Quintly – Consolidated social media analytics reporting

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

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

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

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

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

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

12. Tweet Binder – Attractive Twitter analytics reports

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

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

Advantage: Attractive reports for internal Twitter analytics reporting.

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

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

13. ContentStudio

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

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

Advantage: Track conversations across all platforms.

Disadvantage: No established analytics reporting tool.

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


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

Instagram Influencer Marketing: A Start-to-Finish Guide

instagram influencer marketing: a start to finish guide

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

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

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

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

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

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

Jump Links:

What is an Instagram Influencer?

The Power of Instagram Influencer Marketing

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

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

Power Your Instagram Influencer Campaign With Keyhole

Let’s get into it!

What is an Instagram Influencer?

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

But here’s the truth:

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

We know what you’re thinking:

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

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

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

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

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

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

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

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

The Power of Instagram Influencer Marketing

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

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

That didn’t last long. 

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

Listen:

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

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

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

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

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

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

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

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

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

The Basics: 6 Types of Campaigns

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

Here are the basics:

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

The most common types of Instagram influencer campaigns are:

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

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

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

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

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

2. Contests

Who doesn’t love free stuff? 

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

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

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

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

3. Branded Content

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

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

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

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

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

4. Reviews

Extra! Extra! Read all about it!

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

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

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

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

5. Brand Ambassador Programs

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

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

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

6. Influencer Takeovers

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

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

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

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

10 Steps to Running a Successful Campaign

1. Set Your Budget

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

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

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

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

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

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

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

2. Find the Perfect Influencers

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

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

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

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

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

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

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

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

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

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

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

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

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

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

3. Prepare for Influencer Outreach

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

Do your research.

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

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

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

4. Be Aware of Potential Problems

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

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

FTC Guidelines And Best Practices

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

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

Fake Followers And Bots

You can never be too careful!

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

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

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

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

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

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

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

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

5. Reach Out!

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

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

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

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

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

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

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

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

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

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

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

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

6. Follow Up

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

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

Haven’t heard back from an influencer? 

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

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

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

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

7. Seal the Deal

So, it’s official!

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

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

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

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

8. Launch Your Campaign

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

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

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

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

9. Track Your Success

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

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

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

engagement rate formula

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

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

10. Keep in Touch

Don’t be a stranger!

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

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

Power Your Instagram Influencer Campaign with Keyhole

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

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

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

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

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