Hashtag Analytics: 27 Actionable Strategies To Grow Your Business

In this guide, we will explore 27 actionable hashtag analytics strategies. We will also document  case studies to show how business flourish by implementing these strategies. 

By following the actionable strategies in this guide, you’ll learn how to make use of proper hashtags, hashtag analytics, and hashtag tracking tools.

Before we get into the strategies, let’s refresh our memory about hashtags and the benefits hashtags have on businesses. 

So, let’s dive in. 

What is a hashtag?

A hashtag is the use of a hash (#) symbol in front of a keyword in a social media post.

Hashtags make a post discoverable by other users who are browsing or searching for that hashtag. 

Basically, it’s an easy way to categorize your post or associate your post with a trend.

While hashtags originated on Twitter in 2007, they have slowly spread to every other popular social network on the planet—so it’s important to understand all their possible uses.

Related guide: Hashtags: A Beginner’s Guide and How to Use them Effectively

What are the benefits of using hashtags?

When used effectively, hashtags can boost your business tremendously.

Hashtags are a rare win-win for businesses and their customers.

Hashtags make it easier for users to find content they like, and they make it easier for businesses to get content in front of their customers.

So what’s in it for you?

There are 5 main benefits for businesses from using hashtags:

1. Increase brand awareness

By using hashtags strategically in your posts, you can expose your business’s content to new audiences – even if you don’t have many followers. 

Targeting a highly relevant hashtag to your brand can help you garner immediate attention from a very specific demographic.

2. Increase engagement

Hashtags make you part of the conversation.

By jumping in to conversations on popular hashtags, you can have real-time conversations with your audience, solidifying a personality behind your brand, post by post.

Or, to further solidify your brand to your followers, you can create a brand hashtag to get people talking about you.

3. Learn about your audience

Hashtags are a two-way street.

Not only do they help you speak to an audience, they also let you listen in on the conversation.

By listening in on a popular hashtag, you can easily create audience personas for your business.

Find a hashtag relevant to your business and ask yourself:

What demographics are using that hashtag? What are their interests on social media? What type of content do they like?

4. Inform your content strategy

Lacking creative inspiration for your content?

By checking out trending hashtags or hashtags niche to your business, you can learn what content people actually want to consume.

You can take those learnings and apply them to your overall content strategy, both online and offline.

5. Generate new leads

Ultimately, more brand awareness and higher quality content is going to lead to more website visits or foot traffic to your business.

By using a hashtag analytics tool like Keyhole, you can monitor the success of your brand on social media in real time—ultimately learning what appeals to your customers. 

Now we know what hashtags are and the benefits it has on businesses. So, let’s jump in to the strategies. 

27 Hashtag Strategies to Grow Your Business

Here’s how to carry out a full front-to-back hashtag analytics strategy to bring more leads to your business.

Hashtag Research Tips

The first step to an effective hashtag strategy is to conduct thorough research in advance.

The objective here is to identify existing hashtags that present the biggest opportunity for your business long-term.

Of course, trends can change quickly, but you’ll see the most success with a long-term, adaptable strategy.

1. Choose a hashtag analytics tool

To get started, you’ll need to choose a hashtag analytics tool.

To help you choose, we’ve written a guide to the top 15 hashtag analytics tools.

The two main factors to consider when choosing a hashtag tracking tool are the feature set and—of course—the price. 

For this post, we’ll be featuring our own tool, the Keyhole Advanced Analytics Suite, but this strategy can be carried out using any robust tracking service.

2. Set up a hashtag tracker

If you’re running a social media account, you likely already have a few popular hashtags in mind that you’d like to track.

Using your hashtag tracking tool, set up a real-time tracker for 2-3 keywords you’re interested in exploring.

Use these starting hashtags as the base for your research.

3. Uncover trending and related topics

Using your hashtag tracker, explore related hashtags and keywords related to your base keywords.

Make a list of the hashtags or keywords that are most relevant to your business.

At this stage, don’t be too selective. This is similar to a brainstorming session. The objective is to find out which keywords or hashtags present the biggest opportunity for your brand.

4. Find Your Niche

You can’t just post any hashtag and expect results.

If you post on a top trending topic, you may be drowned out within minutes. If you post on a hashtag nobody uses, your posts will fall on deaf ears.

Find your niche. Your goal is to strike a balance between popularity and potential impact.

Using your list of keywords from step 3, identify keywords that tend to have higher engagement and reach, but fewer posters.

Using this strategy, choose a handful of keywords that you will use consistently to bring the most reach and engagement for your brand.

5. Identify Top Posts & Content

With your chosen hashtag and topics, use your tracking tool and browse each social platform to identify the posts that get the most engagement.

Note any trends about what makes a good post.

Are they using humor? Are they more inspirational? Are they informational?

Also note the type of media that’s most popular.

If they’re using images, what kind? Are they graphics, animations, or photos?

If they’re using video, what makes the video successful? Are they shorter or longer? Do they make use of captions? Is the video studio-quality or more casual?

And here’s a key piece of advice:

Don’t fight a battle you can’t win.

If the only popular content on a certain hashtag is outside your company’s skillset or budget, look for a hashtag whose content is more similar to what you have the capacity to produce.

But don’t let this scare you away—many top posts are nothing more than cleverly written text.

6. Use historical data

Don’t forget to look both at recent timeframes and historical data.

Yes, you want to be on-trend with your content, but you shouldn’t ignore what has worked for other brands in the past.

7. Know your social media platform

There are subtle differences between how hashtags are used on each popular platform.

And not only are there differences platform to platform, different industries use each platform differently. 

On Twitter, where text is more limited, using 1-3 hashtags results in the highest engagement.

On Instagram and Pinterest, you should use 10-20 hashtags to maximize your reach.

Facebook hashtags aren’t as effective, sure they make it clickable but it isn’t as effective as instagram and twitter. 

LinkedIn has recently introduced the capability for users to follow hashtags, making hashtag use an even better way to boost your LinkedIn content. 

Be sure to research how your industry makes best use of each platform.

8. Track your top hashtags

Once you’ve identified which hashtags matter most to your business, set up trackers in your tracking tools for your chosen hashtags.

Be sure to set up trackers for your branded hashtags too. Don’t have a branded hashtag yet? Don’t worry, that’s next on our list!

Watch: How to Use Hashtag & Keyword Tracking on Keyhole (YouTube)

Branded Hashtag Tips

Having a strong branded hashtag that catches on is an incredible way to boost your engagement.

Here are a few tips for making the most of your brand.

9. Create a brand hashtag

To properly brand your business’s posts, you’ll need a branded hashtag.

Here are a few tips for creating a branded hashtag:

Keep it short – Make it easy for your consumers to type.

Example: Visit New Orleans’s hashtag, #OneTimeInNOLA, uses the city’s abbreviation rather than the full name.

Make it memorable – The catchier the hashtag, the easier it is to remember.

Example: Nike’s hashtag #JustDoIt uses its already-famous company slogan.

Make it easy to spell – Avoid long words or alternate spellings.

Example: Even though Lululemon’s branded hashtag, #TheSweatLife, is a play on “the sweet life,” it’s still short, memorable, and easy to spell.

Don’t be too literal – Branded hashtags are more effective when they’re not your exact brand name.

Example: Goodyear’s hashtag #MoreDriven. While it’s related to tires and driving, the hashtag is meant to be used by basketball teams sponsored by Goodyear.

Make it actionable – Make it obvious to your consumers what they’re meant to do with your hashtag. And make it something that people will actually want to use.

Example: Target’s hashtag #TargetRun encourages consumers to post every time they visit Target.

Research it first – Use a hashtag analytics tool or browse the hashtag on every platform to make sure you aren’t competing with another brand, or accidentally misusing a preexisting hashtag.

Once you’ve chosen your branded hashtag, be sure to use it consistently on every post, and use it in each of your social profile bios.

10. Create a hashtag for every event and campaign

While it’s key to use your main brand hashtag consistently (as long as it’s successful), you should also use a separate hashtag for each of your separate campaigns and events.

Using a separate hashtag for each campaign has two main benefits: it makes it easier for your audience to follow along or participate, and it also makes it easier for you to track the success of each campaign.

Further reading: 5 Best Christmas Hashtag Campaigns with tips on how to run an event hashtag campaign

11. Promote your hashtag

Once you’ve established your campaign’s hashtag, promote it! Offer contests and giveaways that encourage your consumers to use the hashtag.

For example, for halloween Oreo started #OreoHorrorStory by parodying scenes from horror movies such as The Shining, The Exorcist, and Frankestein.

12. Track each of your hashtags

For each of your branded hashtags, make sure you add them to your hashtag analytics tracker.

Watch: How to Set up Advanced Hashtag & Keyword Tracking with Keyhole (YouTube)

Tips for Using Non-Branded Hashtags

Just because you have your own branded hashtags doesn’t mean you should ignore other hashtags. Here’s how to take advantage of popular trends.

13. Post about real-time trending topics and hashtags

If you see a trend taking off that relates to your business, engage with it by using the hashtag.

Using trending hashtags gives you the potential to reach a massive audience that may not be familiar with your brand yet. 

14. Post on lifestyle and niche hashtags

By using hashtags that are commonly associated with a certain lifestyle, you can immediately have your brand associated with a particular feeling, emotion, or vibe.

Explore lifestyle hashtags that are popular with your demographic to find the right hashtags for your business.

For example, using #MondayMotivation would be a great way to associate your brand with the self-improvement trend.

15. Post only on relevant hashtags

But be careful:

Just because a hashtag is popular doesn’t mean you should use it.

Posting irrelevant content on a popular trend is an easy way to label your brand as inauthentic or trying too hard.

And most importantly: never spam trending hashtags.

Posting a large number of posts on trending hashtags in a short period of time is a recipe for getting your accounts banned.

16. Consider every angle before using a hashtag

Even if you have a relevant post for a trending or lifestyle hashtag, consider every angle.

Are there any risks associated with posting on that hashtag? Does the hashtag have a double meaning you may not be aware of? Could the hashtag be considered offensive to your audience?

Always think twice before diving in to a trend.

17. Use a reasonable number of hashtags

As we mentioned above, tailor your hashtag use to the platform. Sometimes less is more.

On Twitter, stick to a maximum of 3 hashtags.

On Facebook – 0 hashtags. It’s not as effective to use hashtags in Facebook even though Facebook makes it clickable. Matter of fact, post without hashtags perform better than with it

On Instagram, LinkedIn, and Pinterest, posts with more hashtags tend to get more interactions.

18. Use local or regional hashtags

Not every post you make has to apply to a global audience.

If you’re a local business, use your city’s local hashtags to build awareness locally.

Even if you’re not confined to a single market, using local hashtags in your target cities, states/provinces, or countries can be a great opportunity for additional engagement.

19. Post great content

Above all else: post great content.

It doesn’t matter how sophisticated your hashtag strategy is if what you’re posting isn’t interesting, funny, informative, or inspiring.

Make only content that your consumers will love.

20. Interact and engage

Social media isn’t a set-it-and-forget-it, one-way communication channel.

If people are using your branded hashtags, reply to the posts. By replying, you’re validating your audience’s choice to use your hashtag.

That goes for both positive and negative posts. It’s certainly more fun to respond to positive sentiments, but it’s also important to earnestly respond to complaints with genuine concern. 

And don’t be afraid to jump into conversations on unbranded hashtags too. Participating in real conversation is a great way to show off your brand’s personality.

Bonus tip: This process can be made much easier with a social listening or hashtag tracking tool.

With a social listening tool like Keyhole, you can create real-time feeds of conversations taking place on your favorite hashtags across multiple platforms, allowing you to strike while the iron’s hot.

Related guide: Using Popular Hashtags To Grow Your Business

How to Use Hashtags to Identify Influencers

Nothing resonates more with an audience than social proof.

Posts from key influencers act as a vote of confidence for your brand, and can spread your reach to a highly targeted audience.

That’s why social media influencers have become a billion-dollar industry.

Here’s how to use hashtag analytics tools to capitalize on the trend.

21. Use a hashtag analytics tool to identify influencers

Using a hashtag tracking tool like Keyhole, you can pull statistics on the biggest influencers in your industry.

For any given hashtag, you can see which influencers are posting the most often or have the most reach, engagements, or impressions. 

Using Keyhole’s dedicated Influencers metrics, you can also filter potential influencers based on their location or keywords used in their bios.

22. Manage and track influencers

Once you’ve reached out to the influencers that present the biggest opportunity for your brand, you can manage your inventory of influencers using Keyhole’s Influencer Management Tools.

Keyhole’s tools let you see all of your influencers on one dashboard, allowing you to measure their individual impact and who is providing the most ROI to your business.

23. Identify websites and online publications

Monitoring hashtags also allows you to identify websites or publications that are most often posting about your target subject.

Using Keyhole, look for relevant content to your brand and look for journalists or authors who may be willing to write about your product.

This is a great way to generate backlinks to your website, boosting your SEO and search engine success.

Measure the Success of Your Hashtags

Once you’ve had your campaigns up and running, it’s time to measure your success and brand influence.

24. Track your reach on a regular basis

Keep tabs on your typical engagement rate, reach, and impressions. 

We recommend adding a timeslot to your personal calendar to check in on your metrics either daily, weekly, or monthly, depending on how active you are on social media.

25. Optimize your posting

The success of your posts will depend on when you post them. Keyhole’s social media account analytics tools allow you to track the optimal times and days to post.

Over a long enough timeframe, you’ll start to see which times generate the most engagements with your posts.

26. Note what type of content works best

Keyhole will show you your top posts by likes, retweets, or other engagement metrics. Go through your posts and identify what made them special.

Keep an ongoing list of factors that influence the success of a post and consult them every time you’re planning your social calendar.

27. Keep learning about your audience

You may think you know your audience, but how well do you really know them?

By tracking your hashtags and social accounts on Keyhole, you can monitor several different audience dimensions.

You can break your audience down by gender to get a sense of who’s engaging with your posts.

You can also break your audience down by geographical location.

If you’re not hitting your target area, consider posting more location-specific content to those regions to try to break in to the market.

Finally, you can also track the overall sentiment of posts related to your tracked brand or hashtag.

Benefits of tracking hashtags. 

By now, you should understand how important it is to integrate hashtags into your social media strategy. 

So what are the main benefits to tracking hashtag analytics?

  1. Measure brand awareness by tracking impressions and engagement on your brand hashtag.

  2. Measure the direct success of events or marketing campaign hashtags.

  3. Manage your brand or industry’s reputation by tracking the positive and negative mentions containing your target hashtags.

  4. Track trending topics in your industry.

  5. Monitor your brands and your competitors in your industry.

  6. Find influencers and potential brand ambassadors relevant to your business.

Case Studies – How using Keyhole will grow your business

Let’s look at a few real-world examples of hashtag success in action.

Case Study #1 – How theChive used Keyhole to track their branded hashtags

theChive, a Men’s Lifestyle digital platform, has 20 million people engaging with their brand every month, either on their website or on social media.

Tracking that at a large scale is a monumental task.

For one of their sponsored events, a national beer pong tournament, they needed to track 50 individual hashtags for each state.

We were tracking 50 different hashtags & figuring out who’s in the lead at each state in real-time. We would update it throughout the week to know who’s most likely to win. Without Keyhole, tracking this many hashtags would’ve been impossible, so that’s where our partnership started.” –

Jill Broek, Director of Brand Strategy.

See our full story about theCHIVE for more details.

Case Study #2 – How PROJECT 375 uses Keyhole to track the conversation around mental health

PROJECT 375, a non-profit organization focused on reducing the stigma around mental health, uses Keyhole for social listening.

They use Keyhole to track trending news stories, celebrity posts, and new studies focused on promoting a positive dialogue around mental health.

Using Keyhole, they’re also able to track their own success.

“Keyhole is my go-to for all things analytics. Knowing our audience, their likes and dislikes, the kinds of content they prefer and the times they are looking at us is mission critical. I am constantly looking at the data to see what patterns emerge and the different ways we can tweak our strategies to best serve our supporters. Social media is ever-changing and Keyhole gives us the ability to change in lockstep with the latest trends and audience preferences,” 

– Erica Jellerson, Communications & Events Manager, PROJECT 375.  

For the full story on PROJECT 375, check out this full case study.

Related case studies:

So are you tracking your Hashtags? 

Once you have a front-to-back hashtag strategy in place, you’ll see far more success out of your social media campaigns.

By using a hashtag analytics tool to track your brand awareness, key influencers, and trending topics, you’ll be equipped with the knowledge to create perfectly optimized campaigns—uncovering a new audience and increasing your lead generation.

Ready to get your #hashtagstrategy started?

Start your free trial with Keyhole’s social media monitoring tool today.


New Identity

We’re launching a new Keyhole!

Can you guess our new colour?

Well, yellow plus.

Thanks to the thousands of users that join every month, Keyhole has grown significantly.
And we’re very proud of what we’ve accomplished so far with you, our customers and users!

We loved our old design, and we know a lot of our users did too.
And yet, we needed to evolve.
And not for the sake of it, that would have been too easy…

We evolved because our old design didn’t convey who we really are internally as a company and what we stand for.

Our 2 co-founders, Saif and Minaz, have always believed in data-driven decisions, transparency and accountability, but also fun and intelligence; and the Keyhole team is the reflection of these values.

So it is time our brand reflects our values as a team: colourful, witty, and analytical at the same time.

We believe data and analytics can be fun, and we want to share that experience with our users.

Plus, we get the sense that, deep down, you have the same feeling!

Like ‘someone’ at Keyhole used to say:


Someone at Keyhole

So, what’s changed?

We changed our website from this:

Previous Design

To this:

New Design

Tiempos is our new font, and it looks good!

And like a great versatile watch, it can be dressed-up or dressed-down, whether you want to impress your clients or your CEO, or whether you just want to work on your own analytics, Tiempos is amazing, clean, and easy to read!

[Co-founder’s edit: “Alex, our lead marketer and post author loves watches, so of course there’s a reference to great versatile watches here.”]


Attention to detail is everything to us.


Smart and playful illustrations

To convey complex analytics with simple illustrations, we worked with a team of talented illustrators.

You’ll discover a lot more while browsing keyhole.co, as almost every page has one, and you’ll see more when trying out Keyhole if you don’t already use it (and love it) every day.

Speaking of which…

Here is the New Keyhole (and you have to try it!)

We’ve also applied every aspect of this new branding to our product!

We changed our product from this:

Previous Design

To this:

New Design

We’ve also made changes to the structure of our product so that Keyhole is even easier to use.
(Check out the tabs on top of the page: “Hashtag & Keyword Tracking”, “Social Media Account Analytics” and “Influencer Management”)

All the good stuff is still here. Nothing has changed with how you use Keyhole, the metrics, or how you download reports. It’s just that now, we’re extra fun to work with.

So here it is, it’s still us, in Yellow, and we’re still providing great analytics for you everyday.

From Toronto, with Love, the team at Keyhole.

By Alexandre Boudier, Director of Demand Generation at Keyhole

7 Important Instagram Analytics You Should Know (2019)

Before we talk about Instagram Analytics, first let’s talk about why Instagram matters to Marketing.

You know what they say, Instagram is a marketing powerhouse. Instagram marketing is believed to be beneficial for business and brands. Just take a look at this info-graph.

It is now the go to platform that every business should be using. If you are not get on it right now. 

Instagram platform offers some features that business can take advantage to make your business flourish such as Instagram ads, news feed and stories. These tools also help accomplish your marketing goals. 

But how beneficial exactly is instagram? 

Let’s see what the number say. 

Instagram currently has over 1 billion active monthly users. It only trails Facebook (2 billion) and You Tube (1.9 billion) in this category. 

Among 1 billion people 110 million are from the USA. 

Pretty amazing right? 

Wait there’s more. 

Instagram also has over 100 million photos posted each day. Which makes Instagram most powerful tool to grow your business. 80% of all Instagram accounts follow a business profile

It has also been observed that 200 million people on Instagram visit business profiles on a daily basis. 

Numbers like these prove that Instagram can be so much more than just a picture sharing app. 

Savvy businesses can utilize this reach to grow their customer base quicker than ever before.

Instagram has also proven that it is able to grow and adapt with growing trends such as instagram stories. 

You can convert your profile very easily to a business profile which allows you to track many of your Instagram analytics through Insight. 

Insight is Instagram’s free metric tracker located internally in the Instagram application. 

Converting to an instagram Business Account is as easy as 1-2-3

By now it should be evident that Instagram is a very popular and growing platform that reaches a wide global audience. 

So, let’s jump in and take a look at 7 important Instagram analytics that will help you to master your instagram marketing game. 

  1. Learning About Your Audience/Customers 

Understanding your customers is the key to achieving your goals. Whether it’s creating an engaging content, boosting sales or even building the customer experience, you have to know your customer.

Knowing your customers’ hows and whys will allow you to make a better product and stay ahead of the competition.

Instagram analytics breaks down your customers by their specific demographics, age group, gender, and location. You can use this information to focus your marketing campaign in these areas.

Instagram analytics also digs deep and helps you understand what your customers are searching the most and their sentiment. You can leverage this information to come up with a keyword or hashtag that will be effective for your brand and customers.

2. Data Driven Content

I know what you are thinking data driven content isn’t a part of Instagram analytics. 

Let me explain

By studying your business’s Instagram analytics you will be able to pinpoint what posts are most popular and most effectively engaging with your customers. 

You can utilize a number of different metrics over many different time ranges. This will allow you to find out what is working and replicate it with similar posts. 

No longer will your posts be a crap shoot. You will have numbers that back up your instincts. 

Step 3 is more important…

3. Learn The Best Timing For Your Posts

You have to know when your targeted audience hang out in Instagram to get more engagement. 

The good news is you can easily know it. 

You can look at your posts over the course of a week or month and learn when you received the most views and engagement from your audience. 

Or, you can use instagram analytics tool. But we’ll get to that part later in the blog. 

Learning about timing will also help you understand that poor timing may be the cause of lower audience engagement. Your content may be great but without this knowledge your time and effort will be wasted. 


4. Engagement Rate

When referring to Instagram metrics, engagement refers to how often other users either like or comment on your post. Engagement means that the viewer had to make an effort to display their feelings about a post. 

Most digital marketers will agree that engagement type metrics are some of the most important numbers to track. 

High engagement from your audience relates to better success across all of your social media platforms. 

Engagement rate breaks down the engagement metric a little further. 

Engagement rate compares the likes and comments in relation to the total number of followers your company has. 

This helps to give you a percentage that you can track as your followers grow over time. 

You will understand if the amount of engagement you received on a post is good or not. 

To track the engagement rate there is a fairly simple calculation to find the engagement rate percentage. 

engagement rate

If you have 1000 followers and received 300 likes and comments you may think this was a very successful post but you are only getting 30% engagement rate (300/1,000) x 100 = 30% Engagement Rate). 

Receiving 300 likes and comments while having 1,000 followers it would be viewed as a much more effective post than if you have 10,000 followers. 

Use the same formula and check it out:

(300/10,000) x 100 = 3% Engagement Rate

Engagement rate does help you understand the amount of reaction from your audience but it does not always tell you if the reaction was positive aka sentiments. 

Sometimes a controversial post could receive a fair amount of negative comments, which could give you the wrong impression. To understand the types of comments received you would need to review a sample of the comments to understand the overall feeling.

Engagement rate is best to be tracked over a period of time. You can track it weekly, monthly, quarterly and yearly. The results you get over a larger time period will help you determine how effective your posts are. 

Even if your engagement rate may not be as high as some other business types, you can compare your posts and see which ones are receiving more engagement. 

It has also been found that video contents get 38% more engagement than picture posts. This means that putting a little more effort into your posts by shooting a video may pay dividends in the long run. 

5. Follower Growth Rate

Follower growth rate is another metric that is very important when trying to understand your Instagram analytics. Follower growth rate is often confused with follower count. 

Follower growth rate breaks down how much your follower account has grown over a period of time. This gives you a much better view of if your company’s following is growing or is experiencing a lull. 

Similar to engagement rate, follower growth rate can be found with a pretty basic calculation.

follower growth rate

For example:

If you have gained 75 new followers over the month of September and you started the month with 1000 followers you can calculate your follower growth by:

(75/1000) x 100 = 7.5% Follower Growth Rate for Sept.

You can then continue to track this metric over time to determine trends in your follower growth rate. Follower growth rate will allow you to better make predictions for the future and make goals for your business account. 


If you have a negative follower growth rate (are losing followers) you can hopefully find what types of posts are giving you this negative result. 

By tracking when your growth rate decreases you can take steps to make positive changes. 

Keep an eye on the steps I’m about to show you. 

So let’s talk about what steps can you take to try to increase follower growth rate?

  • Post consistent content.
  • Post quality/informative content.
  • Upload videos as well as photos.
  • Utilize Instagram Stories.
  • Use popular hashtags.
  • Collaborate with related business sectors.

Follower growth rate can be very telling to how well your business is expanding. If more people are interested in following your Instagram account it can often translate to more people using your product or service. 

6. Hashtag Performance

Hashtag performance is a very important metric, specifically for Instagram. Hashtags (#) are tags added to posts to help people find your post by a specific theme. 

People can search specific hashtags through Instagram search to find posts that relate to things they are interested in. 

By adding popular hashtags to your posts it will instantly make your posts become more visible to a much larger audience. 

You must be wondering why does it seem so familiar? 

If you are in digital marketing like me SEO is a buzzing word you always hear. 

For non digital marketing readers SEO is search engine optimization. It’s a process to show up at the first page of Google. 

Hashtags is SEO for instagrammers. For SEO purposes we use “focus keywords” and for instagram we use hashtags. 

Simply put, hashtag popularity shows you the best type of content to post for more exposure and better engagement. 

For example, if you own an auto repair shop you can search the top rated hashtags related to car repair. This will help you to use images or videos that deal with these hashtags. 

Tracking hashtag performance can sometimes be tricky because most of the data you are able to review will be historical. With past data it is difficult to participate in the current hashtag trends. 

Here’s why:

At Keyhole we offer a number of innovative tracking methods when it comes to Instagram hashtags. We are able to track at the account level as well as campaign usage. 

You can also use our service to find secondary hashtags that compliment your primary hashtag. 

Some people may think that hashtags are cheesy or a waste of time but when it comes to being visible on Instagram they are vital. Using hashtags, especially while they are trending, will allow you to reach customers that may never have known you existed before.

7. Engagement For Instagram Stories

Instagram Stories is a more recent addition to the Instagram platform and most powerful tool. Instagram Stories allows you to post photos, videos, surveys or links (to outside websites). 

Instagram stories allows followers to know that items found in Instagram Stories are always fresh content provided within the past day. 

They are a great way to send short snippets of content to your followers. They are popular because you can look through several of them in a very short time span. 

Of all Instagram Stories, 1/3 of the most viewed stories come from business profiles

What are the most important metrics to track in Instagram Stories?

  • Reach – Shows you how many unique accounts viewed your story.
  • Exits – Tell you which slide users were on when they exited your story.

Reach is important because it gives you an idea of how many people have shown an interest in your content by viewing your Stories. This number should increase over time as you produce more quality content. 

Exits can show you which slide was the least popular in the line of story posts. If someone exited your Instagram Story through a certain post it shows that it was not well received. 

Another metric that relates to exits and can be useful is Taps Forward. Taps Forward shows when a user skips forward to the next slide. Like Exits, it may also show posts that are not received as well as others. 

Since all the posts to Instagram Stories disappear within 24 hours they are a little more tricky to track the metrics. 

However, the information from them can be very effective and useful to your business. At Keyhole, we specialize in tracking Instagram Stories. 

Lets look at some of the Instagram Story metrics we track in real time.

  • Reach
  • Impressions
  • Exits
  • Taps Back
  • Taps Forward

Instagram Stories is a great example of how Instagram has continued to grow and position itself as one of the premier social media platforms. Instagram Stories have become very popular and provide another way for your business to reach your customers.

Now let’s focus on top 4 Instagram Analytics Platform  where you can best compile these metrics we talked about.  

Top 4 Instagram Analytics Platforms of 2019

  1. Instagram Insights

Instagram Insights is the free analytics software you receive access to when you convert your Instagram account to a business account. One of the key measures it provides is what types of people are interacting with your business profile. Instagram Insights helps you learn about their:

  • Gender
  • Age Range
  • Location

Instagram Insights also lets you see which posts and stories your audience has engaged with the most. This can be helpful when trying to find out what types of posts work best for your company. Instagram Insights can also distinguish between content that you have paid to promote and content that has been posted organically. This can be helpful when trying to decide if it is worth it to pay extra to boost certain posts. 

What metrics can I expect?

  • Reach
  • Accounts Reached
  • Impressions
  • Impressions By Day

One benefit of using Instagram Insights is that it is located within your Instagram app. This is convenient when you are trying to track information while also having your profile within the same program. 

Using Instagram Insights is as easy as…

Instagram Insights is a great free way to get your feet wet with analyzing your Instagram analytics. It offers most of the basic tools to understand your business’ metrics but doesn’t offer some of the more customizable tools to really break down your numbers. 

2. Keyhole

Keyhole is a premier Instagram analytics tool that can be used to really help you better understand your Instagram account. Keyhole offers all of the basic analytics offered by Instagram Insights along with a wealth of more advanced metrics and customizable reports.

One key tool that sets Keyhole apart from the competition is their hashtag analytics tool. The best part of this feature is that it gives you information in real time. You do not have to wait until the next day or next week to find out what the hashtag trends are. This allows you to post content with hashtags that are currently trending and then see in real time how your content is performing.

Keyhole’s hashtag tool lets you see the total number of posts using your hashtag, the overall impression, reach and engagement rate. You are then able to download these reports into easily printable PDF or Excel Spreadsheets. 

Keyhole’s hashtag tool also tracks Instagram influencers who are using your hashtags. You can reach out to specific influencers in your industry and work with them to promote your brand. Then, through Keyhole, you are able to track how effective the influencer promotion was, in real time.

How is the information sorted?

All of the hashtag tool information is displayed on an easy to read dashboard. On the dashboard you can also view related hashtags that go well with your main hashtag. This helps you increase your overall reach by adding relevant hashtags. The dashboard will also show which geographic areas are most receptive to your hashtag campaign.

Related popular hashtags for #artofvisuals in real time

Another popular feature offered by Keyhole is the ability to track your competitors’ Instagram accounts. You can see how your competitors are performing in certain areas and learn what is working for them. You can track their growth, activity and engagement data. You can then use this data to compare to your own key performance indicators (KPI). 

Keyhole also allows you to set up a customizable dashboard with the performance indicators that you use the most for your business. This saves you time when trying to find your most used metrics.

You might be asking what types of metrics can be on your dashboard?

  • Follower Growth
  • Engagement Rate
  • Optimal Posting Times

Overall, Keyhole provides all of the basic Instagram analytics offered by most platforms but sets itself apart with some if its more advanced real time features. Keyhole also offers a free trial so you can see if it works for your company. 

3. Hootsuite Analytics

Hootsuite Analytics works as a combination Instagram post scheduler and analytics suite. The Instagram post scheduler helps you to plan out your posts over a period of time. This helps you keep on track with your post timing schedule and post consistent content on your profile. 

Hootsuite also offers a full analytics suite that is much more customizable and detailed than the basic offerings from Instagram Insights. 

What are the advanced features?

  • Past Data
  • Comparing Metrics Over Time
  • Create Custom Reports
  • View Instagram Comments As Positive Or Negative

Another key feature of Hootsuite Analytics is the ability to integrate multiple social media platforms together so that you can analyze them along with your Instagram metrics. This is helpful if your business is active among multiple social media platforms such as: Facebook, Twitter and Snapchat.

Hootsuite Analytics is a great tool to help you combine content posting and analytics. It can really help to keep your posting schedule organized and then let you analyze how effective they were.

4. Sprout Social

Sprout Social is a platform that specializes in content planning/publishing and analytics. 

With the content planning and publishing you can track your content themes across all of your social media platforms, including Instagram. Sprout Social’s software can also help you to optimize the best times and days to send your Instagram Posts.

Sprout Social also gives you campaign and conversation management tools. The software provides your business with a unified inbox to better manage your follow up with your audience. This helps to build strong customer relationships.

What else is offered?

Measurement and strategy is also provided through the Sprout Social platform. You can track the engagement on your top performing posts including: comments and likes. You can also view reports on follower growth, and hashtag trends across multiple profiles. These reports are all customizable to coincide with your specific business KPI’s.

Sprout Social is a great combination of content creation, content scheduling and analytic tools. Sprout Social also offers a free trial so you can make sure this is the right platform for your business. 

So what does all this mean?

Understanding your Instagram Analytics is vital to growing your business’s following on Instagram. Instagram is such a large forum that you can use for free to reach millions of people. Understanding what metrics to follow and how to combine metrics will help you to increase your followers and post engagement.

Instagram as a part of a well rounded marketing plan can help you reach new customers in areas you may have never tried otherwise. 

Hopefully, by now you understand that understanding Instagram analytics is:


Facebook Followers: Grow Without Spending Money On Ads

When most brands think of growing their Facebook followers, the first thing that comes to mind is an ad campaign. Ads are effective in some situations, but they can get expensive quick.

According to Facebook’s 2018 quarterly report, the average price per ad increased 39 percent but the number of ad impressions served only increased 8 percent. Research also found that the average cost per click in the US was $0.27 at the end of 2016.

Although ads are popular, they are not the only way to grow your followers on Facebook. In fact, there are several things you can do to achieve organic growth. In this article, we’ll take a look at some of the most effective strategies you can use.

1. Post at the right time

When you post is just as important as what you post. If you don’t schedule your post for the optimal time, you could miss out on hundreds, even thousands of followers.

The optimal time to post will also vary depending on your industry. According to Sprout Social, the best times for media companies are on Tuesdays at 5 pm and Fridays from 8-9am. But for education companies, the best time is on Wednesday at 9 am and Saturday at 5pm.

An easy way to stay on top on all your scheduling to is to use a social media automation tool. You’ll be able to schedule all your posts ahead of time and reach your audience when they’re most active.

If people see that you post content regularly, they’ll be more likely to follow your page. They’ll also be more likely to invite their friends to engage with your content.

2. Create a coupon offer

Coupons are one of the time-tested methods of attracting customers. They’re just as effective today as they were back in the 1950s. With the power of social media, coupons have even greater reach and pull. More users can see the offer, which means more are willing to sign up to take advantage of a deal.

The best thing about offering a coupon is that you don’t need to pay Facebook or any other third-party. Instead, you forego some initial sales revenue to grow your audience. And then you turn them into loyal customers down the line.

For a coupon campaign to work, make sure the coupon deal is one worth signing up for:

  1. Ask your loyal customers what they would like to buy- whether it’s a dream car, tickets to the World Series, or a chance to meet a famous individual.
  2. Then all you need to figure out is how much they would like to save on such an opportunity.

You can also schedule a post on Instagram to remind your followers of your offer. It can be a simple image post or a video explaining the details of the coupon offer.

3. Create a viral invite campaign

One of the fastest organic growth methods is a viral invite campaign. This tactic involves convincing existing followers to invite their friends and family, and the friends of their friends, and so on. When executed correctly, your audience will expand sixfold, as in the case of one online retailer.

  • Start by picking the right individuals to do your inviting.
  • You’ll want to choose dedicated fans or loyal customers.
  • These individuals should genuinely be excited to spread the word.
  • Start with a general plan of who they will contact.
  • It doesn’t matter if it’s their neighbors and associates or close friends and family.

To get the ball rolling, you’ll need to offer incentives. Reward those that follow and invite others by entering them into a competition or a giveaway. Customers may be reluctant to follow your brand for free, but throw in a chance to win a trip or a flat screen tv, and the numbers will grow.

4. Join Facebook groups

Facebook Groups have proven in recent years to be better at community building than ads. Groups make it easier to meet people with shared interests and market your brand to them.

When you join a Facebook group, you’ll want to vet members to ensure they match your ideal target audience:

  • Who do you want to follow your Facebook Page?
  • What are they interested in?
  • What are their common pain points?

The more you can answer about your ideal customer, the better you can refine your search for a Facebook group.

Every Facebook group you join will have its set of rules you must follow. Be sure to review these rules before you post anything. The last thing you want is to get thrown out because you posted a link to your Facebook page when you weren’t allowed to.

5. Track your performance

How can you truly know whether your efforts are putting a dent in your ROI? The only true, tested method is by tracking and analyzing your past performance. Every metric and piece of shared content should be measured so you know what’s working and what isn’t.

You don’t need to spend money on costly tracking software or complicated spreadsheets. Instead, save your team’s time and money by using a third-party analytics tool. Typically these tools include campaign monitoring and analysis. They show your audience count, engagement, reach, and impressions across platforms.

It’s also not uncommon for analytics tools to use machine learning. This technology allows you to predict the future performance of your content. And to also figure out which posts are most likely to bring in new followers.

Building an audience, the organic way

Building an audience without ads is not impossible. As with anything else, it requires consistency. You have to make an effort to engage with your audience. You also need to know how to interpret data so that you can double down on the strategies that drive growth.

We already covered five strategies you can use to grow your facebook followers. These strategies are effective, but they are not the only ones that you can use. You can always experiment as you increase your following. You’ll see that it’s possible to grow your Facebook followers without ads!

Why Video is Exploding on Social Media

Video content is the most essential part of your marketing strategy. Whether it is Facebook, YouTube, Twitter, Snapchat or any other platform, most social media channels are flooded with video content watched by millions of viewers every day. Over the past few years, there has been an explosion of growth in branded video content on social media.

According to research conducted by Tubular Insights, views on video have increased 258% on Facebook and 99% on YouTube as of June 2017. No matter what your business is or what you’re selling, you need to bring video marketing strategies in use to be stand out among competitors.

As you know, video content is exploding on social media so you need to analyze why and how to deal with it properly with the help of analytics. With a wide range of analytic tools like ViralStat and Vidooly, the procedure barely takes much time and effort to understand the backstory of video exploding. Video marketing analytics:

  • Gives you an insight into who your audience is
  • Helps in creating videos that increase engagement and drive more conversions
  • Helps you determine and spend video marketing budget effectively
  • Find out which video marketing campaigns are working and which are not

In short, build a video marketing strategy that is supported and lead by analytics. Now, let’s discuss the topic in detail.

Importance of Video Marketing on Social Media for Business Development

Let’s begin with one simple fact: your business requires social media presence and use of video marketing to make it a success. It doesn’t matter if you own a big firm or a small company, the use of video marketing on social media is an essential part of your business advertising strategy.

With more and more people adapting to social media and branded content online, video marketing has become a trend. It helps you increase brand awareness, connect with clients, and boost your business leads and sales. Here are some reasons why investing in video marketing is a wise move.

  • Builds brand awareness, trust, and credibility
  • Shows authenticity
  • Encourages engagement
  • Stronger emotional connections
  • Great ROI (Return on Investment)
  • More optimization opportunities
  • Improved ranking on search engines
  • Boosts conversions and sales
  • Encourages social shares
  • Improves accessibility
  • Higher retention rates

Video, social media, and marketing go together to make your brand a great success in the marketplace. Social media is an important part of your business marketing strategy, but it does not have to be stressful to optimize. From building engaging videos to uploading them on social media, firstly you need to have a strong video marketing strategy.

How to Start a Video Marketing Strategy

Video is a strong medium for storytelling and can make a huge impact on the success of your content marketing efforts and promotional campaigns. It also serves as a great way to connect with the target audience and build a deep and satisfying bond with them. In simple words, it is high time for businesses to start a video marketing strategy.

What’s in your video is up to you but you need to understand the simple rules of video marketing to ensure the right people watch them. Here are a few actionable tips to start a video marketing strategy and get more eyes on your video content.

1. Choose Your Audience

Every marketing campaign must begin with research – who your target audience is. If you’re making a marketing plan then you should have a clear idea of your target audience. When it comes to creating video marketing campaign, the major questions you need to ask yourself are:

  • Who is my target audience?
  • Where does my audience consume content?
  • What type of content do they like the most?

Find out answers to these basic questions before beginning and it can help you come with an effective strategy.

2. Nail Your Goal

Your videos need to be short, concise and engaging that can direct your message clearly. Before making a video, determine your goal. Decide whether your video is for lead generation, branding, to announce a big piece of news or to video advertise a specific sale. Once you figure out your video goal, you can start creating impressive video content to spread your brand message across easily.

3. Outline Your Video Content Plan

The key to outlining your video content plan is to determine your content schedule. How many videos do you want to publish a month and at what frequency? Once you’ve settled out your content schedule, the next step is to diversify the type of video you want to provide to the audience. Here are different types of video content you can select from:

  • Educational videos
  • Humorous or entertaining videos
  • Interview videos
  • Product demo videos
  • Tips and tactics videos
  • How-to or practical videos
  • Behind-the-scenes videos
  • Customer testimonials
  • Recorded webinar videos
  • Case study videos and others

4. Choose Your Video Making Medium

After planning your video content type, you need to decide on how you want to publish your video. Do you want to film live videos on platforms like YouTube and Facebook or prefer to record and edit videos with the help of online video making tools? Today, video making has become easier than ever with the invention of a range of easy-to-use video-maker tools like Renderforest. You can create winning marketing videos for social media in minutes by using such fast and affordable tools. No matter which medium you select, make sure videos you’re publishing should be attractive and relevant to your marketing approach.

5. Know Where & How to Promote Your Video

Recording videos and publishing them on social media channels is not enough. You have to promote them strategically. Platforms, such as Facebook and YouTube are best when it comes to online promotion on social media. In fact, after Facebook, YouTube has become the second most popular search engine online. People are using this medium not only to watch videos but also to search for information online.

If you have decided on which social media platform you’re going to publish your video content, then you should focus on how to make your marketing strategy successful. A few things you need to consider are:

  • Video title must be short, catchy and informative
  • Add keywords to your video contents
  • Create high-quality and colorful thumbnails
  • Use tags properly

You can follow these steps to start a video marketing strategy effectively. It takes time and effort to start a video marketing strategy, but, if you have the right strategy, you can get the most out of your efforts. So, keep each and every detail in your mind while building video content marketing strategy for your business.  

The Final Words

Video, especially on social media, is a huge plus to boost your business authenticity and revenue. Building and starting an effective video marketing campaign is not a big deal, all you need is a little creativity and the right tools to get started with. Fortunately, there are several tutorials and video-maker tools online that can help you from video creation to successful execution with ease.

If you are really willing to start with video content marketing, then do not waste your time and proceed immediately. Yes, you need to know the basic rules of video marketing, but there is no better outlet to learn than practicing. So, start using videos on social media now and see an amazing change in your business.  


Bio: My name is Roman Daneghyan. I am the Chief Marketing Officer at Renderforest, a Content Marketing Specialist and an Expert in SEO, Social Media Marketing, and Link Building who enjoys sharing the experiences gained along working as a marketer and helping other entrepreneurs succeed. My works have been published on different blogs and mediums like Crazy Egg, Forbes, Upwork, ShareThis, etc. Get in touch with me.

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

Image result for followers

Can Twitter analytics be considered a business intelligence practice?

Well, the answer is a bit more complicated than a simple yes or no.

With the continuous increase of the social network penetration rate, marketers worldwide are turning to social media sites to gather social data and use it to their advantage.

However, to be able to position analytics within the realm of your business intelligence practice, you need to act upon the insights that derive from Twitter and use them to create better business outcomes and optimize your strategic objectives.

So, it’d be best if we rephrased the question above:

Instead of asking whether Twitter analytics can be considered as a business intelligence practice, we need to ask how to turn it into a BI practice?

That’s exactly the purpose of this definitive guide.

Here’s a short overview of what you can expect to find below:

  • We’ll start by defining the benefits of using Twitter analytics, as well as the most common challenges.
  • We’ll explain the key metrics you should take into consideration.
  • Finally, we will explore the features of 20 of the most useful and widely used Twitter analytics tools you can find in today’s market.

Without further ado, let’s dive in…

Twitter Analytics: Let’s Talk Numbers

Long gone are the days when people used Instagram to post updates on the foods they ate, Facebook to keep in touch with their closest group of friends, and Twitter to go on endless rants about their personal lives.

These last couple of years, social media sites have become less of a personal platform and/ or a marketing strategy, and more of a news channel and a direct marketing channel.

As such, social media platforms have turned into an indispensable business intelligence tool (when used right, that is to say!).

But how powerful is Twitter exactly?

Well, numbers don’t lie.

The fact that 83% of worldwide leaders use Twitter to share their opinions, messages, and discuss current topics, tells you more than enough.

With 75% of B2B businesses and 65% of B2C businesses marketing their products and providing customer service on Twitter, not having a Twitter account as part of your marketing toolkit is a big mistake.

Twitter is fun, free and easy to use, which makes it hugely popular among companies and individuals alike.

Fun fact: the business-related usage stats above show that Twitter outranks other social media sites including Instagram, Snapchat, YouTube and Pinterest!

This, as you would have guessed, is as much of a challenge, as it is a good thing:

With over 330 million monthly active user and 500 million Tweets posted every day, it’s very easy to slip through the cracks of the Twittersphere.

Needless to say, for those users that manage to find a way to cut through the clutter, Twitter can prove to be a very rewarding platform.

Twitter can be used in many ways and for many different things.  

Be it sharing content, offering customer support, or driving traffic and engagement to one’s website, all these activities have one thing in common…

… they are different forms of direct conversations between the brand and its customers.

But look:

Spending time on social media does not guarantee success.

Image result for social media

Merely posting, without taking the time to analyze results is like playing darts with your eyes closed – the only thing you can do is to hope that you will hit the bullseye.

In most of the cases, however, you will fail.

The only way to know if your approach works or not, and most importantly, what makes it work or not is to continuously track and measure various metrics and identify areas of improvement. By doing this, you can make sure that the money and effort you invest in maintaining and increasing your online presence yield returns.

The good news?

Staying on top of your performance is easy once you have the right tools at hand!

Before we jump to the good stuff, however, we have to mention…

The Challenges of Analysing Twitter Data

There are a couple of challenges companies face when trying to make sense of Twitter data:

  • Lack of context.
    The gathered data can only make sense if there are specific benchmarks in place. When you are trying to process raw information to assess your performance, first you have to have a context.

Data does not and can never exist in a vacuum.

  • Not clear about which data to measure.
    There are a lot of twitter metrics you can follow, but you don’t need to get bogged down with too much detail.
    You will have a much clearer picture of how effective your social media marketing strategy is (or in this case, Twitter marketing strategy) if you pick and track the correct metrics right from the start.
  • Picking the wrong tools for your analytics toolkit.
    With so many social listening tools out there, it can be hard to find and pick the right tool that matches your needs and budget.

This might seem like a lot to chew, but there’s no reason to worry.

Below, we will dive deeper into these three (pain) points and find out what are the exact steps you could take to avoid these common issues and drive your social media success!

First, let’s talk about…

The Whs of Twitter Analytics: WHY Data Analytics Matters

Analysing your Twitter metrics will give you an answer to the following Wh questions, which you can later use to your advantage.

  1. The WHO: Who are your target customers?

One of the key pieces of information you can – and should – get from Twitter data is the demographic variables of your audience.

In total, 1.3 billion users have opened a Twitter account, out of which 330 million can be considered as monthly active users (MAU – the number of unique users for a period of 30 days).

According to Twitter, an addition of 500 million people visit Twitter each month to keep in touch with what’s happening without logging in”.

Knowing which demographic group out of these users are interested in your products and the topics you discuss will allow you to optimize your offerings, post more relevant content, and create campaigns that tickle their fancy.

  1. The WHAT: What are your customers’ preferences?

Once you understand your audience’s economic background, education, nationality, age, gender, language and so on, you should already have some information on your followers’ needs and wishes.

Dive deeper into the kind of products or copy that resonate with them the most by looking at your engagement rate, mentions, and social shares.

The more data you analyze, the easier it will be to notice some behavioral patterns and see what exactly makes your audience tick so that you can optimize your offers to arouse their interest and inspire action.

  1. The WHEN: When are your customers the most active?

This one’s simple:

To enhance engagement, find out when your customers are online, and post during those specific time windows.

The same is true for almost all other social media sites, but there are instances when the posting time does not affect the performance of the post (comments, likes, and other types of engagement might keep the post at the top of the feed for a longer time).

When it comes to Twitter, however, you shouldn’t take your chances.

With tweets having an average lifespan of only 24 minutes, Twitter is the most time-sensitive channel among social media sites.

So, many times, the difference between a good and a bad performing post will have something to do with the time of posting.

Don’t get me wrong.

I’m not saying that the time is the only variable you need to get right, but it is safe to say that getting the timing right is an indispensable part of the entire Twitter success puzzle that shouldn’t be overlooked.

Now, if you search the internet, you will find various statistics about the best time to post.

However, these statistics are general and might not be applicable in your case.


It all depends on your audience (their time zone, activity, and habits) – so analyze your site – centric data and schedule your posts based on these insights.

Once you find out your best posting time, make sure that you schedule at least one post per day.

  1. The WHERE: Where do your followers hang out?

There are many social media sites out there, and chances are, your followers are on a couple of them.

Knowing your audience’s habits will allow you to drive traffic to all of your channels through cross – posting, but it will also make you more aware of the campaigns and messages you share and ensure that you don’t bore your followers by targeting them on every channel.

  1. The HOW: How to elevate success by finding out what works?

Let’s face it.

No matter how “good” you are, not all of your tweets are going to accrue the same interest.

We already mentioned that posting time has a lot to do with it, but so does the content’s relevance.

To be able to optimize your content for higher engagement, you need to make an educated guess about what made a particular tweet stand out among thousands of other tweets that showed up on your followers’ feeds at that very second!

Think about it – what is it that your audience is after?

Go back to your demographic and compare the insights about their age, location, gender and so on, with your top performing tweets in order to find the kind of content that makes your audience hit the favorite or retweet button.

For example, it is universally acknowledged that people tend to respond more to visuals than they do to plain text.

So go ahead and include photos or videos to your tweets!

Also, in terms of plain text, the “less is more” rule couldn’t be truer.

People have a short attention span, and they like condensed informative pieces of content that are easy to swallow.

So, even though you now have 280 characters at your disposal, it is never a bad idea to keep your messages as short (and sweet) as you possibly can.

Okay. Now you know what information you should be looking for.

But how do you find this information?


Here are a couple of

Twitter Analytics Metrics You Should Care For

Find the Ingredients to Success with Top Tweets

A Top Tweet is a single tweet that has been seen by the biggest number of people in a given month.

There are two ways a top tweet can amplify your success.

First, analyzing your top tweet allows you to find out what makes content relevant and valuable to your audience.

And second, since you are certain that this particular tweet resonates with people for some reason, you might want to consider giving it a little boost by promoting it further.

Create Powerful Call to Actions by Assessing the Engagement Rate

Follower engagement shows that a tweet not only shows up on your followers’ feeds but that they also feel the urge to further engage with this tweet.

Now, here’s the catch…

The engagement itself is a misleading stat.

Remember what we said about context?

Not having context is one of the main challenges that brands face when they’re analyzing their social media presence. Without context, you can only get what’s known as vanity metrics – as you can’t assign them any meaning.

So, how do you turn follower engagement into a metric that you can actually use?


Divide the number of times your content has been engaged with by the times that your content has been seen (your content’s impressions).

This will give you the engagement rate.

You can use this stat to find out what kind of calls to action inspire your audience to engage.

Find Brand Spokespeople with Followers and Mentions

There are two metrics that will show you, potential brand spokespeople.


When it comes to followers, you should take into consideration the following metrics:

Number of New Followers

Each month, you need to assess your follower count and see whether this number goes up, down, or stagnates.

You’ll know that you’re doing a good job if the follower number steadily increases each month.

If it drops, on the other hand, you need to find out what caused your followers to leave: have you stopped sharing relevant content, are you spamming, or is the reason for the dropping numbers something entirely different?

Top Follower

Your Top Follower is the most popular user of your entire audience. If you decide to try influencer marketing, this follower should be among your top picks.


Mentions are the instances where another user tags your username in a tweet.

The tweet that has the most impressions among all your mentions is your Top Mention.

Again, just like with the Top Follower, the Top Mention leads you to a user who obviously interacts with their follower list, so keep them in mind as a potential influencer as well.

Get the Timing Right with Impressions and Reach


… show how many times your tweet was displayed on a user’s feed.

Impressions are not limited to your followers, and it’s possible for one user to have multiple impressions for a single tweet.

Now, impressions don’t show the important stuff – like IF and HOW users have engaged with a tweet (and we already said that you shouldn’t care about vanity numbers).

So, what makes them so important that we decided to include them into our list of metrics you need to consider?

If you scroll up to the beginning of this section, you’ll see that impressions play a significant role in determining the context when analyzing engagement – calculating the engagement rate.

So, although impressions are not a key performance indicator, it’s impossible to assign value to your KPIs without knowing how many times your content was displayed.


… shows the number of unique users that saw any given tweet.

Note how we emphasized ‘unique.’

That’s because, unlike impressions, reach does not show how many times your content was displayed – but how many users it reached.

The reach is never the same as your follower count because 1.Your content does not appear on each follower’s timeline and 2. Your reach will expand as users retweet and engage with your content.

Reach, and impressions have a lot to do with timing, so they can help you calculate the optimal posting time.

Optimize Your Ads by Tracking Your Results, Conversions, and CPR

To see how your ads are performing, you’ll need to assess your ads’ impressions, reach, and engagement rate – just like you would with any other tweet.

However, when it comes to ads, there are other metrics to take into account that can also give you some valuable info.


Every ad you invest into yields a particular result: a follow, a retweet, a comment, a website click… You get the point.

However, what can be considered as a GOOD result?

A hundred new followers?

Ten comments?

A couple of retweets?

Whatever positive reaction you get from your audience, it’s great news, but the only way you can measure your results is to put them in a context or, in this case – to compare them to your campaign’s objectives.

So, if your objective was to get website clicks, but all you got were a couple of comments, would you say that your campaign is a success?

Probably not.


Setting the right objectives for your campaign is not only important because it’ll help you determine whether your campaign is a success, but it also enables you to calculate your CPR (cost per result).

Depending on your campaign’s objective, you’ll be charged differently. So, if you’re looking to increase website clicks or video views, you’ll only be charged when this particular action takes place.


Last, but not least are conversions.

Conversions show you how many people engaged with your ad (clicked on it, played a promotional video, etc.), and then took a desired action outside of the Twittersphere – like say, make a purchase or subscribe to your mailing list.

Optimizing your Twitter ads for conversions should be on the top of your list of priorities.

Now that we explained what makes twitter analytics an important aspect of your digital marketing efforts and explored the key metrics that provide you with actionable insight, it’s time to finally list

The Best Twitter Analytics Tools for Your Business as of 2019

We know that there’s a gazillion of articles out there on the best Twitter analytics tools and that you could be anywhere else right now…

… and yet, you’re still here, reading this.

We also know that most of the lists you’ll find on the internet will just confuse you further.

Yes, having too many options to choose from can be just as overwhelming as having too little!

That’s why we decided to make it easy for you:

Instead of just listing the best 15 Twitter analytics tools in no particular order, we’ll give you four groups of tools – each group showing the tools’ most robust features.

We won’t make you wait any further – let’s jump right in.

Social Listening


Dun, dun, dunnnn!

Yeah, we know you expected this:

We made it to our own guide.

But that’s not the reason why we’re here. In fact, rarely ever a top 10 list of social media analytics tools doesn’t include Keyhole.

Keyhole is the go-to tool for individuals and companies looking to understand what topics and types of posts attract their audience’s attention, and track when most of the relevant conversations take place.

Keyhole’s real time hashtag analytics and keyword tracking feature enables users to:

  • Monitor and manage social conversations and brand sentiment
  • Find trending topics
  • Track and aggregate events and campaign data
  • Research live and historical data
  • Analyse your competitors
  • Easily share in-depth reports with your team

All these benefits ultimately empower users to optimize their content and posting schedule, plan more engaging future campaigns, and make more informed decisions about their brand’s social media strategy.

Price: Keyhole’s new BrandIQ starts at $26 per month, and the advanced suit at $179 per month.



Mentionmapp is a social listening tool that provides a visual map of ongoing conversations that shows who the people who engage with your brand are conversating with within the Twittersphere.

Mentionmapp is a great resource for expanding your network of people you interact with.


Price: Free plans available, paid plan is $27 per month.


Sprout Social

Primarily a social media management tool, SproutSocial also offers a Twitter analytics solution.

Using SproutSocial you can find your top performing content and compare your stats to your competitors.

But what’s put SproutSocial into the Social Listening group are its Trends and Keyword Reports. These reports enable users to track conversations, differentiate between one off mentions and trending topics, as well as gain insight into frequently used keywords and the influencers that are discussing them.

Price: Subscription starts at $99 per month.


Union Metrics

Union Metrics offers comprehensive visual reports which easy to understand and digest and provide you with the data necessary to audit your performance and identify areas of improvement. The scope of functionalities includes:

  • Track keywords and conversations and see which topics make the greatest impact
  • Find contributors and top influencers
  • Estimate the potential size and scope of any Twitter conversation or campaign
  • Perform competitive analysis

Price: A couple of free tools (Twitter Assistant, Twitter Snapshot Report), paid plans start at $49 per month


Automation and Analytics


No list of social media tools is complete without mentioning Hootsuite.

Mostly used as a social media management tool, Hootsuite can also be used to assess one’s social media activity and impact, track and boost responsiveness and bring all social media platforms together into a single custom report, that can be easily exported and shared within your organization.

Price: Freemium, paid plans starting at $19 per month



Buffer is one of those content scheduling tools that most marketers have heard of.

With post scheduling in its focus, Buffer’s analytics show the impact of each piece of content: measuring the clicks, retweets, mentions, and potential reach.

The neat, easily digestible reports are just the icing on the cake.

Price: Varying pricing options, Buffer Analyse starts at $50 per month



The last Twitter analytics tool on this list we’ll talk about in this post is AgoraPulse.

Just like Buffer and Hootsuite, it’s primarily a social media management tool but offers analytics and reports as a part of the package as well.

AgoraPulse’s reports will give you an insight into what hashtags work when’s the best time to post, analyze your performance over a period of time and find out what type of content resonates best with your audience.

Price: Monthly plans start at $99, whilst annual plans at discounted $79 per month.


Competitor Analysis


Twitonomy is a comprehensive tool that allows you to analyze your competitors’ activity and performance, including:

  • The twitter lists your competitors are part of
  • Your competitors’ tweets, retweets, mentions, replies, time of tweeting, etc.
  • Top performing content and hashtags
  • Twitter users who your competitors are engaging with most frequently

The great thing?

Twitonomy presents all these stats using easily digestible graphs and visuals.

Price: Free, paid plans start at $19 per month



Foller.me is a handy free tool that you can use to research any user on Twitter. The only thing you need to do is to type in the username in the search box, and Foller.me will generate a short report including:

  • Profile info (joining date, location, timezone, language, bio, and so on)
  • Number of tweets, follower count and other similar stats
  • Most popular hashtags
  • A list of Twitter users your competitor (or the profile you’re analyzing) has interacted with
  • A timeline based on the latest tweets

Below are some screenshots of what you can expect to get from this tool.

Price: Free



Tweetstats is all about timing.

The tool empowers users to optimize their social media strategy by tracking any user’s Twitter activity and interpreting it using simple, easy-to-understand graphs.

So if you’re trying to understand at what time and on what day of the week your competitors are the most active, or simply want to see an overview of your tweeting activity, you may have found what you needed.

Price: Free



Quintly is a social media benchmarking tool that enables users to monitor their key performance indicators and see how they’re performing against their competitors.

With a simple and intuitive interface, the tool is very easy to use, even for beginners.

Another great plus:

You can customize and automate the reporting process, according to your needs and your desired results.

Quintly integrates with all major social media platforms, including Twitter, LinkedIn, Instagram, YouTube, Facebook, and Google+.

Price: Free plan for individual users, varying enterprise pricing models starting at $199

Follower Analysis

Native Twitter Analytics

Twitter’s native analytics tool, named (you guessed it) – Twitter Analytics organizes stats in four sections: account home, activity, campaign, and audience.

The first section is your Twitter report card, which gives you an overview of your monthly performance, as well as top-performing tweets and top influencers within your network.

The Tweet activity dashboard will show metrics related to the performance of past Tweets: impressions, retweets, replies, likes.

The Campaign dashboard allows you to track your campaign’s results, engagement rate, CPR, and impressions – equipping you with all the information you need to optimize your ads.

Finally, the audience insight dashboard gives you a robust insight into your followers.

The reason why we decided to place Twitter Analytics into the Follower Analysis group?

Twitter Analytics’ audience insights are, hands down, its shining feature:

Extremely comprehensive, the audience dashboard allows you to fully understand the community that engages with your brand.

For more info on how to access the audience insights dashboard, visit:




Although SocialBlade’s primary focus is YouTube analytics, the tool does come in handy when used for analyzing follower and tweet counts for Twitter.

Free and easy to use, SocialBlade provides a month’s worth of stats on followers, following and tweets, future predictions, as well as live follower count.


It’s not very robust and doesn’t offer as much info as other tools, but it provides a quick way to see how you are performing follower-wise or check if an influencer you planned on partnering up with is worth the investment.

Price: Free



Followerwonk is a great tool to conduct community research.

Using Followerwonk, you can:

  • Search bios based on keywords to find influencers within your niche network
  • Track, sort and compare your followers and following with the audience of other users to find overlaps and new target markets
  • Analyze any Twitter user’s follower activity to discover dormant followers and influencers

The downside is that although a lot of functionalities are free, if you want unlimited stats and extensive reports – you have to cash out.

Price: Freemium, paid plans start at $29 per month.



Klear’s primary focus are Twitter influencers – with users grouped into 60,000 categories, you can easily narrow down your search and find influencers that fit your requirements.

The problem?

The free tools don’t offer enough data to be game-changing for your business.

So, if you want to access relevant stats and reports, you have to pay what some reviewers consider a steep price for what the tool offers.

Price: Free limited plan, paid plans start at $249 per month


Let’s wrap it up!

To improve their chances of success and survive the rapidly evolving business landscape, modern organizations need to continually monitor the marketplace and adapt to the ever-changing needs of their customers.

Social media platforms like Twitter give organizations access to incredible amounts of data, which, when accurately collected, organized, and analyzed, can be turned into an invaluable strategic asset.

If we sum up everything we talked about in this exhaustive guide, we can determine five ways social listening and Twitter analytics can help you elevate your business:

  • Understand what your customers want and need
  • Find trending topics to drive future campaigns
  • Identify potential partnerships and influencers
  • Analyze brand sentiment and reduce your crisis response time
  • Keep an eye on the competition and keep ahead of the game

In short, Twitter analytics tools can help in the quest of giving your Twitter data a purpose and turning it into actionable insights that you can use to make well-thought business decisions and come up with a competitive marketing strategy.

And with Twitter analytics gaining in popularity, there’s a plethora of Twitter analytics tools to choose from.

So, how do you decide when you have too many options?

The tools that we listed in this guide are not the only ones out there, but they are by far the most widely used ones, so you can’t go wrong choosing any one of them.

We do, however, urge you to first assess where you stand in your business, and what’s your purpose and only then make your choice. Although most of these tools offer similar features, they all have something that’s in their primary focus.

Keyhole, for example, offers unparalleled hashtag and social listening reports, Buffer is great at scheduling and optimizing your posting time, Klear at finding influencers and so on.

Of course, let’s not forget to mention that most of the tools we listed are either free or offer a free trial, so it would cost you nothing at all to test out a few of them to entirely understand your preferences and see which tool best fits your needs.

That’s it from us – now it’s your turn to use all this knowledge to improve your targeting and boost your business results.

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