If you are in charge of your brand’s social media, it is essential to be able to recognize whether your content or campaigns are successful or not.
Social media analytics aid brands in assessing important metrics such as reach, followers, engagement, clicks, and conversions. Utilizing a social media analytics tool can gather all of this data within a convenient and user-friendly dashboard, although various platforms have their own incorporated insights.
In the forthcoming article, we will discuss the top social media analytics tools that marketers should take into account for the year 2023.
The importance of a social media analytics tool
In order to comprehensively understand your audience and develop a targeted strategy, it is crucial to invest in a tool that provides deeper insights into the performance of your social media strategy. Failing to assess metrics such as reach, engagement, and others while posting content significantly hampers this understanding.
By utilizing a social media analytics tool, you can ensure that you consistently produce and share content that truly connects with your desired audience. This tool provides valuable information such as:
- How many people are your posts reaching
- How often do people like or interact with your content
- What kind of growth rate your social media following has
- How many sales and conversions your social media posts are generating
Having these details will assist you in obtaining a clearer understanding of the type of content, its timing, and its distribution channels. This will prevent your marketing strategy from being ineffective and not reaching your desired audience.
What are social media analytics tools
After publishing posts from business profiles, you can use social media analytics tools, which are websites and applications, to track and evaluate the performance of social media content. These tools provide quantifiable metrics for engagement that you can review.
Examples of metrics that you can monitor are available to measure the success of digital campaigns and strategically deploy content. Additionally, you can learn about the internet habits of target audiences, including the types of devices they use to view the content, such as cell phones and computers, through data from social media analytics tools.
Likes are something that individuals feel positively about or enjoy.
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Social media analytics tools
The following are examples of programs that can offer social media analytics for digital content.
1. Hootsuite
Hootsuite offers analytics that can indicate how effective organic and paid social media posts are. Its functionality allows you to directly schedule posts on multiple channels from the website, enabling you to customize the date and time for the content to be visible to important audiences.
After the followers start engaging with the posts, you have the ability to gather the information from each platform and consolidate it into a document that can be easily shared. Hootsuite is a useful tool for actively taking part in online discussions related to the brand you are representing. For instance, it enables you to track the number of times customers mentioned and linked the brand’s profile while discussing its offerings.
2. HubSpot
By utilizing HubSpot’s data, you can assess the effectiveness of social media campaigns. This can be achieved by monitoring engagement on specific channels or comparing metrics across all channels to determine the most influential one on audiences. HubSpot’s reporting tools provide visual representations of content performance, like bar graphs.
By going through each step, you have the ability to observe the overall number of impressions attained by the brand following the execution of 250 posts throughout a campaign. Additionally, utilizing the analytics can enable you to create reports focusing on social media and convey the outcomes to members of the content creation and marketing teams.
3. Snaplytics
Snaplytics gathers data from Snapchat and Instagram Stories, two social media platforms that allow users to share media content for 24 hours. By using Snaplytics, you have the ability to monitor the viewership of each section of a post, which can provide insights into the duration of the audience’s engagement with the content.
If you upload five pictures to a brand’s Instagram Story, you can use Snaplytics to observe a decrease in viewers from 20,000 to 15,000. This allows you to examine which post received the highest viewership and identify the specific picture that caused the decline. The analytics tool can particularly be helpful for branding strategies that involve time-limited content.
4. Sprout social
Sprout Social is a tool for managing social media that can gather analytics from various platforms. It allows you to create reports on engagement for a specific website and compare metrics from all the online platforms where the brand is present. For instance, if a brand posts content on microblogging, photo-sharing, and video-sharing platforms.
By using Sprout Social, you have the ability to assess the level of engagement that microblogging content received. This software allows you to either utilize a pre-made report template or customize one according to the specific objectives of your brand. Analyzing the data can assist you in recognizing patterns in how the content connected with your intended audience.
5. BuzzSumo
By thinking in a systematic manner, you can rephrase the given text while preserving its meaning. Avoid introducing new information or omitting any existing information. BuzzSumo can assist you in analyzing the impact of specific elements within social media content on its overall effectiveness. For instance, you can ascertain whether the length of a caption increased the visibility of a post on a timeline. Additionally, you may seek to identify any correlation between the date and time of a post going live and the number of impressions it accumulated.
If you want to design a content distribution technique that can generate the highest engagement, the data can provide you with the information you need. BuzzSumo can be used to analyze how well other companies rank with specific keywords, if you are interested in evaluating the content quality of competing brands.
If you are employed by a sunscreen brand, you may consider using the search keywords “SPF no white cast” in your online marketing campaign. By using the analytics tool, you can determine the visibility of different brands to customers searching for those terms. This data can provide insight into how well your brand is performing in comparison to its competitors.
6. IZEA
The increase in influencer marketing has led to a demand for social media tools that are specifically designed for influencer campaigns.
Enter IZEA, a platform focused on analytics that eliminates many uncertainties associated with influencer marketing. This comprises metrics like reach, engagement rate, and the possible cost associated with each influencer.
With IZEA’s Flex software, brands can gain insights into the audience demographics, performance of influencer campaigns, conversion rates, and more. It is important to not treat influencer campaigns as a mystery in terms of return on investment. Utilizing a platform such as IZEA not only helps in finding influencers but also allows for tracking influencer partnerships, which is an effective method for monitoring success.
7. Google analytics
Google Analytics is a highly effective tool for monitoring and evaluating social media campaigns, even though it is not exclusively dedicated to social media analytics. It is possible that you already have an account established on your website to oversee and analyze your current web traffic. However, it is worth noting that you can also utilize this platform to generate reports tailored specifically for tracking social media activity.
You can track the traffic coming to your website from different social networks and also monitor specific social media campaigns using UTM parameters.
If you already have a Google Analytics account, make sure that you have migrated to the new GA4 interface (shown above) as access to the old interface will be discontinued and switched to GA4 by July 1, 2023.
8. Followerwonk
By following a step-by-step approach, the following text is rephrased while preserving the original meaning: Followerwonk, being a tool dedicated to Twitter analytics, aids brands in discovering users to engage with by searching through relevant Twitter bios. It also enables users to compare and analyze accounts, track followers, and offers additional features. By signing up for a Followerwonk account, users can access valuable insights and receive assistance with their Twitter strategy, all completely free of charge.
Tweepsmap, a social media software, recently acquired Followerwonk with the goal of enhancing the dashboard and analytics capabilities of the Twitter analytics tool.
9. Rival IQ
Rival IQ is a useful social media analytics tool that enables businesses to monitor their performance on different channels, including YouTube. It offers a range of features such as competitor analysis, basic social analytics, social listening, reporting, and social media audits. This makes Rival IQ an excellent choice for businesses that have an extensive online presence. Additionally, it can be extremely beneficial for agencies that handle multiple clients.
Custom dashboards are created for every client, taking into consideration their individual social media marketing objectives. Additionally, reports can be conveniently downloaded in various formats such as PPT, PDF, PNG, or CSV. Moreover, Rival IQ provides influencer tracking and hashtag analytics, enabling users to monitor influencer campaigns and select optimal hashtags for their content.
10. Iconosquare
Before the platform introduced its own built-in insights, Iconosquare began as a simple Instagram analytics tool many years ago. During that time, it was among the few effective means for monitoring one’s Instagram efforts. However, as platforms evolve, analytics tools need to evolve alongside them.
Iconosquare is a powerful tool for analyzing social media, allowing users to track over 100 metrics on different platforms such as Instagram, Facebook, Twitter, LinkedIn, and TikTok.
Iconosquare offers a range of features such as custom dashboards, which provide a quick overview of important metrics like follower growth, audience demographics, post engagement, and reach. Additionally, the platform includes publishing capabilities, collaborative content creation and approval, social listening, and community management.
11. TapInfluence
TapInfluence’s purpose is to gather and evaluate data on influencer marketing efforts. If a brand desires to engage specific audiences, they may seek a partnership with an influencer who has a significant following within that particular target demographic.
Professionals can utilize TapInfluence to monitor the engagement of the content created and published by the influencer, which may be sponsored by the brand.
For instance, let’s say a content creator with 3 million social media followers shares a video tutorial featuring a leave-in conditioner from a haircare brand. According to TapInfluence data, the tutorial’s reach extends to 20 million individuals.
Professionals have the option to utilize TapInfluence in order to choose the most suitable influencer for their campaign. Through this program, they can receive information about the creator’s name, the type of content they handle, and the expenses associated with requesting their posts on behalf of a company. This data assists brand representatives in expanding the reach of their messages by utilizing cost-effective means.
