Social media analytics tools help you create performance reports to share with your team, stakeholders, and boss — to figure out what’s working and what’s not. They should also provide the historical data you need to assess your social media marketing strategy on both macro and micro levels.
Watch this video to see how the Hootsuite team uses social media analytics every day:
Social media analytics tools can help you answer questions like:
Is it worth it for my business to keep posting on Pinterest?
What were our top posts on LinkedIn this year?
Should we post more on Instagram next month?
Which network drove the most brand awareness for our product launch?
What kind of posts do my followers like to comment on?
And many more.
10 of the best social media analytics tools for 2023
Imagine Twitter analytics, Instagram analytics, Facebook analytics, TikTok analytics, Pinterest analytics, and LinkedIn analytics all in one place. Hootsuite Analytics offers a complete picture of all your social media efforts, so you don’t have to check each platform individually.
It saves time by making it easy to compare results across networks.
Ever spend a bunch of time writing and designing a social post only to have it fall completely flat? There could be a lot of reasons for that. But one of the most common reasons this happens is posting at the wrong time. A.k.a. Posting when your target audiences are not online or not interested in engaging with you.
This is why our Best Time to Publish tool is one of the most popular features of Hootsuite Analytics. It looks at your unique historical social media data and recommends the most optimal times to post based on three different goals:
The ease of scheduling posts is amazing. The analytics for reporting are incredible. You can create you own personalized reports.”
– Melissa R. Social Media Manager
Hootsuite Analytics does Instagram, Facebook, and Twitter competitive analysis for you. You can track up to 20 competitors per network, and get a clear view of your strengths and weaknesses — plus actionable insights on the top posts, hashtags, and content formats in your niche.
Follow these 4 simple steps to track competitors with Hootsuite:
Sign in to your Hootsuite account and pick Analytics from the main menu on the left side of the dashboard.
Then, click on Competitive analysis in the Benchmarking section.
At the top of the page, use the dropdown list of your social profiles to select the one you want to compare to competitors.
Then, pick the competitors you want to measure your performance against. To do that, go into the second dropdown list and check the boxes next to the competitors you want to view. To add competitors, click Manage competitors at the bottom of the dropdown box.
Then, type the name of a competitor into the search bar and select the correct profile from the dropdown list. Depending on your Hootsuite plan, you can add between 2 and 20 social accounts per network (Facebook, Instagram, and Twitter) to your watchlist.
And that’s it! Now you can browse several competitive reports, including:
Overview, where you can see the number of posts you and your competitors posted in the selected timeframe (that can be adjusted in the top right corner of the dashboard) as well as every account’s posting frequency, average engagement, number of followers, and audience growth rate.
Post performance, where you can review your and your competitors’ top posts and sort results by likes, comments, and engagement — and quickly fetch inspiration for what to publish next.
Performance by post type, where you can find out what types of posts — photos, videos, carousels, or Reels — are most popular with each brand’s audience. Results can be sorted to show which post types get the most likes, comments, or engagement.
Post performance (by comments, likes, or estimated engagement), where you can see how you and your competitors did every day within the specified timeframe — all in one easy-to-read graph. You can drill down results by post type, or stick to the overall view.
Trending hashtags… which speaks for itself.
Post length, where you can find out how many characters and hashtags, on average, your competitors use in their posts.
Need help setting realistic goals? Or maybe you’re not a fan of manually collecting data for audits and SWOT analyses?
With Hootsuite’s social media benchmarking, you can find out how others in your industry are doing on social and compare your results with just a few clicks.
To get industry benchmarks, follow these steps:
Sign in to your Hootsuite dashboard and head to Analytics.
In the menu on the left side of the screen, scroll to Benchmarking and click Industry.
Pick an industry that best describes your business.
That’s it! Now you can see how your results compare to average performance stats within your industry. You can set up custom timeframes, switch between networks — Instagram, Facebook, Twitter, LinkedIn, and TikTok — and look up benchmarks for the following metrics:
Key benefit: See how much traffic and leads flow to your website from your social media channels
Paid or free: Free tool
Skill level: all skill levels
Best for: all social media professionals should be familiar with Google Analytics, but especially those who work for a web-based business
You’ve probably heard of Google Analytics already. That’s because it’s one of the best free tools to use to learn about your website visitors. And if you’re a social marketer who likes to drive traffic to your website, then it’s an invaluable resource to have in your back pocket.
While it’s not a social media reporting tool per se, you can use it to set up reports that will help you:
See which social media platforms give you the most traffic
See what content drives the most leads and traffic on which social networks
Get to know your audience with demographic data
Calculate the ROI of your social media campaigns
With these data points, you’ll be able to get the most out of your social media campaigns and effectively strategize for the future. No social media strategy is complete without Google analytics.
Key benefit: Fully customizable reporting that can draw data from all major social media networks.
Paid or free: Paid tool
Skill level: intermediate
Best for: social media managers
RivalIQ was designed to let social media managers be data scientists, without the pesky certification. RivalIQ delivers on-demand analytical data, alerts, and custom reports from major social media platforms.
Easily conduct a competitive analysis or a complete social media audit with RivalIQ’s in-depth reporting. Better still, you can actually present your findings directly to your director, stakeholders, and marketing team with fully-customizable charts, graphics, and dashboards.
But RivalIQ isn’t just for finding the big picture! Comprehensive social post analytics lets you see exactly which posts work for each platform and identify why they work. Know exactly whether it was the hashtags, time of day, post type, or which network’s audience led to success. Then take that knowledge and double down for more success!
Pro tip: Getting owned by the competition? With RivalIQ you can find all the same info above, but from their social media accounts. If you can’t beat ’em, join ’em (then beat ’em at their own game)!
It goes beyond Hootsuite Analytics, tracking your earned social mentions so you can measure social sentiment and improve customer experience.
It also analyzes data about your audience demographics like gender, location, and language. You can compare demographics across networks, or look at the aggregate picture of your audience for all networks combined.
This is a tool that really tells you a lot about your audience — and how they feel about you. It can tell you whether a spike in mentions is a victory or a disaster. And it can help you capitalize or avoid either one, respectively.
Key benefits: In-depth automated social media reports and dashboards for all platforms
Free or paid: Paid tool
Skill level: intermediate to advanced
Best for: Enterprise-level businesses and organizations
Keyhole lets you report on everything: social media campaigns, brand mentions and interactions, hashtag impact, and even influencer campaign results. But that’s not all! You can drill down into your impressions, reach, share of voice, and even analyze your competitor’s social media strategies.
If you’re utilizing influencer marketing as part of your strategy, Keyhole has reporting capabilities that will let you identify the ideal influencers to work with.
Best of all? Keyhole allows you to effectively never work in a spreadsheet again. Nice!
Key benefit: Track mentions, keywords, and sentiment across multiple languages on social channels and elsewhere on the web.
Free or paid: Paid tool
Skill level: Beginner to intermediate
Best for: PR and communications teams, brand monitoring teams, product marketers, researchers at small to medium-sized businesses.
Want to get a big picture view of what’s being said about your brand on the internet? Mentionlytics is a great entry into the world of social media monitoring — especially if you run a global business in more than one language.
Key benefit: tracks Instagram analytics, including Instagram Story analytics
Free or paid: Paid (or free for Hootsuite Enterprise users)
Skill level: All skill levels
Best for: Instagram marketers
Alert all the Instagram marketers. Panoramiq Insights is perfect for Hootsuite free users or pro users who want to get deeper insights on their Stories in particular. (Just download the app from our App Library).
Among other things, Panoramiq Insights lets you:
Analyze follower demographics, including age, gender, country, city and language
Monitor Instagram account activity (for up to two accounts), including views and new followers
Find your best posts with view and engagement analytics
Measure Story views and interactions
Free social media analytics report template
We’ve created a free social media analytics template you can use to collect data about your performance on the various social networks. It’s a great place to start if you aren’t ready to invest in a tool that will automatically collect data for you. Simply download it, make a copy, and start customizing it with your own data.
Bonus: Get a free social media analytics report templatethat shows you the most important metrics to track for each network.
Social media analytics is the collection and analysis of performance data that helps you measure the success of your social media strategy. It includes tracking metrics like engagement, reach, likes, and many more across all your social channels.
Which social media analytics tool is the best?
Hootsuite Analytics is one of the best social media analytics tools on the market. It helps social media managers, marketers, and business owners track metrics from all major networks (Instagram, Facebook, Twitter, LinkedIn, TikTok, Pinterest, YouTube) in one easy-to-use dashboard. Hootsuite users can also generate beautiful custom results with just a few clicks.
What are the benefits of social media analytics?
Social media analytics tells you if your tactics and social strategies are working, and helps you better focus your time, effort, and budgets to reach the best results.
What is the best way to track social media analytics?
Most social media networks have free built-in analytics tools — but the easiest way to track social media analytics from multiple accounts and networks in one place is to use a social media management tool like Hootsuite.
Track your social media performance and maximize your budget with Hootsuite. Publish your posts and analyze the results in the same, easy-to-use dashboard. Try it free today.