Nowadays, social media marketing is an everyday necessity for the vast majority of brands.
The reason that fuels the trend simple: they are fun for consumers to use, and they simplify many of the activities that were once done through different, individual channels. That is, users can share their thoughts and life milestones, keep in touch with friends and acquaintances, find out news and promotions related to their interests – all through a single profile.
Although the social media craze started out as a way to share moments of one’s life with no other purpose apart from personal reasons, things have changed in the past couple of years.
As the nature of the platforms allows for two-way communication between businesses and their customers, instead of the one-way communication that traditional ads promote, social media has become the go-to place for businesses who want to build trust and reach their target audience affordably and effectively.
In fact, nurturing a strong presence on the various available platforms has become imperative for corporate success. Having all these things in mind, it comes as no surprise that social media platforms have become the bread and butter of corporate marketing efforts.
If you are reading this, then probably you have already felt the positive impact of social media marketing, or you have at least heard about its power. To be completely honest, if you have not tried incorporating social media in your everyday operations yet – you are missing out on quite a lot.
However, make no mistake: social media marketing is not as straightforward as just creating a post and letting it reach your audience by itself. The fact that the platforms have become the new marketing standard means that the competition for attention has never been stronger.
In a world with an overflow of information, setting up a social media campaign can be just the beginning of a complex process which consists of constant monitoring and evaluation of the audience’s needs and preferences and adjusting your efforts according to the gained insights.
However, this process is made extremely easy with the right tools.
And luckily for you, there are a bunch of tools on the market created to make things a whole lot easier for you.
However, we will talk about the tools that can make your social media campaigns more effective a bit later in this article.
First, let’s cover the very reason these tools exist in the first place:
Hashtags and Their Significance
You’ve heard about hashtags, right? Of course, you have.
In fact, we bet that you’ve not only heard about them, but you use them quite often as well.
But, whether you use them or not is not even our question: in this post, we will not talk about the “if” – we will talk about the “how.”
By now, you might wonder what can be so complicated about #HowToUseHashtags that we have decided to dedicate a whole article to the topic.
Believe us; you are in for a surprise.
Hashtags are essential for creating a successful marketing campaign, as they label the content and are used to increase brand recognition. They empower social media users to efficiently structure data, filter out all the irrelevant information and get exposed only to the content they are interested in, which consequently means that companies can make sure that they are reaching their target audience, and not wasting their efforts. Apart from helping you get discovered, dedicated hashtags can also give you a real-time overview of the user-generated content as it is shared on social media.
Using hashtags is a win-win situation for both companies and the audience.
The problem is that not all companies and social media users fully leverage the power of hashtags. Statistical data shows more than a third of the companies that use social media as a part of their marketing strategy do not, in fact, track the effects of their activities.
This puts them in an unfavorable position since they are not taking advantage of the opportunity to optimize their campaigns to get better results.
However, it is important to note that these companies do not track the effects of their marketing efforts not because they do not want to, but because they are either not aware that they can, or they do not know how to do it.
If your case is similar to the ones we mentioned – do not despair; all you need to start is a detailed, comprehensive overview of the available tools and the way you can use them.
Which is where we come into play.
The Need for Hashtag Analytics Tools
Occasionally, a new trend emerges on the market and creates both opportunities and issues. As a result, a need for products that will enable users to use the opportunities and give them solutions for the problems they face arises as well.
The good news is that along with the demand for solutions, the supply increases as well.
The bad news is that, in situations when one is faced with endless options, making the right choice is much harder.
Knowing how confusing it must be when every emerging tool promises you stellar results, and not many of them deliver on their promises, we decided to do the hardest part of the job for you: list the most widely used legitimate hashtag tools and break down their features as well as the results you can expect.
What Can Hashtag Analytics Tools Do For You?
Using hashtag analytics software, you can analyze the metrics for the hashtags you use, and if and how the customers react to them. Monitoring your results in real time allows you to discover the best practices in your industry and to tweak the content for it to appeal more to your target audience, which of course, translates to better results.
Basically, the need for using hashtag analytics comes down to the following several points:
- You can discover current trends in your industry
- You can track your hashtag supported marketing campaigns and analyze the audience’s engagement
- You can track the positive and negative mentions containing your hashtags, and react accordingly
- You gain insight into the current brand awareness levels
- You can identify influencers relevant to your business as your potential brand ambassadors
Although most of the tools currently available will give you these basic insights, not every tool will be suitable for your individual case.
Let’s take a brief look at the differences.
Top Hashtag Tracking Tools
Out of the many tools available on the market, we picked the 15 hashtag analytics tools that have the best track record so far. Note that since most of the users will be looking for a tool that fits in their budget, we decided to group them according to their pricing, instead of creating a best-to-worst list.
Let’s dig into the details!
If you are looking for a tool that can analyze your campaigns and produce extensive reports on the impact of your hashtags, Display Purposes is not for you (nor is any other free tool). However, if you wish to find out the relevant hashtags for your photos that can bring you greater reach, then look no more. Incredibly simple to use, Display Purposes will show you the best hashtags for your needs weighted against various factors such as location, language etc. Also, junk and generic hashtags are filtered out, which leaves you with only those that give your photos an actual chance to be seen.
RiteTag is a hashtag monitoring tool that allows users to check which hashtags they should use if they are to make their content as discoverable as possible. It shows the trending hashtags, popular accounts that use them, and evaluates the hashtags you use rating them as great, good, unused or overused. It is a simple and self-explanatory tool that anyone can use. The only problem is that just like other free tools, it is mainly focused on showing the frequency of usage of a particular hashtag, than digging into actual analytics.
Just like Display Purposes and RiteTag, Hashtagify allows you to quickly find relevant hashtags connected to a particular keyword you enter. You can check the popularity of each hashtag of the results, displayed in a mini report. It’s also possible to save your searches if you login. Of course these basic features are offered for free, while the pro version offers a more in depth hashtag analysis.
Twubs is a tool that Twitter enthusiasts find particularly useful, as it is both a hashtag directory that aggregates all keywords related to a particular topic, as well as an engagement tracking tool. Twubs not only enables you to follow and analyze the conversations related to your brand, but it also allows you to register your own hashtag and create a landing page related to it, which you can use to host chat sessions and to display discussions from the Twitter chat.
Socialert is yet another tool that allows you to monitor your hashtags, their impact across different social media platforms and find active users that you can use to spread the word about your brand. All of this information can help you find out the preferences of the public, and create more engaging posts.
Pricing starts at: $9.95/month
Union Metrics (Previously TweetReach)
Union Metrics is an easy to use tool that gives you an insight into the exposure and impact of your tweets, along with the discussions your brand is a part of. Its simple interface and affordability makes it suitable not only for businesses, but for individuals who want to get a glimpse of their position in Twitter’s world as well.
Pricing starts at: $49/month
Mention is a platform that empowers businesses to monitor their performance and the trends in their industry. The platform covers information available in over 40 different languages and exports the gathered data in segmented and understandable reports.
So, Mention is not only a tool that analyses social mentions across various platforms, but it is an analytics tool that allows users to track their activities, the results from those activities, and discover influencers who can help their brands reach a wider audience.
Pricing starts at: $29/month
AgoraPulse is primarily a platform that simplifies the management of your social media presence, and secondarily a way to track your performance. The tool shows you all conversations connected to your pages on different social media platforms in a single dashboard, which makes following and appropriately reacting to all comments and mentions of your brand a breeze. With AgoraPulse you can also track the number of times your content has been shared, its reach, as well as influencers who could potentially be beneficial to your brand.
Pricing starts at: $39/month
Brand24 is a social media monitoring tool that tracks and analyses the mentions of your dedicated hashtags across various forums, websites, blogs, social media platforms et cetera. The data is gathered and presented in a comprehensible chart, that gives you a glimpse not only of the performance of your hashtags, but of the influencers that have been talking about your brand as well.
Pricing starts at: $49/month
TweetBinder is a tool for everyone who wants to analyze the hashtags they use in their Twitter and Instagram campaigns, to research the users involved in the discussions connected to those hashtags and see their reach and overall influence. TweetBinder groups similar conversations and allows you to filter the results to gain a better perspective of the current situation.
Pricing starts at: $79/month
Sprout Social is a social listening platform that promises to improve the communication between businesses and their customers by offering solutions related to:
- Social media management
- Social media marketing
- Social media analytics
- Social customer service
Pricing starts at: $99/month
Keyhole is the front-runner among social media analytics tools for a reason: it provides in-depth data analysis in an easy to understand manner.
It is an all-in-one solution that:
- Tracks of your campaigns’ reach and impact in real time
- Monitors the brands in your industry and your top competitors
- Notifies you of both the positive and the negative mentions of your brand
- Gives you valuable insights on your events
- Provides you with tools that you can use to keep up with trends, research your industry and find out your customers’ needs
All of the insights above, no matter how advanced, are presented in simple reports that everyone can understand, regardless of their previous experience, which makes them practical and actionable.
But, although Keyhole offers various benefits, the best thing of all is that the tool does not only helps you track your current results, but gives you recommendations on how you can optimize your posts and improve your results.
Pricing starts at: $179/month
Talkwalker is a marketing tool that allows users to analyze their performance on various social media sites in real time, follow the trends in the industry, and later optimize their performance according to this information. The tool uses sources in 185 languages and is equipped with automatic translation which makes it easy to follow data coming from different parts of the world. Another useful feature is the text and image recognition which allows users to get insights based on the position of their logo on social media.
Pricing starts at: $500/month
Social Studio is one of the products of the Salesforce Marketing Cloud that enables businesses to closely follow the needs and reactions of their customers, to optimize their offerings, and increase their ROI. Apart from a way to communicate with the audience, Social Studio is also a collaboration software that lets businesses organize their teams and content on various platforms.
Pricing: Tailored according to the features the business needs.
Hashtag Battle is known to be a tool that fuels organic engagement by letting you compare the audience’s engagement levels for different hashtags. Gaining insights into what your potential customers choose when they are faced with a situation in which they need to choose a side, can immensely help your community building efforts, since when people make a choice, they are naturally wired to start a debate trying to justify their choice and make others follow their lead. And the bigger the debate that surrounds your products and services, the higher the chances that your brand gets discovered by new potential customers.
Pricing starts at: $39/mth
If you read the list and all the descriptions of the tools we covered, then you probably noticed that most of them offer similar features. The difference is the details they provide and accordingly – their price.
But, which one should you choose?
If you are an individual that wants to increase his or her reach, then we suggest you start with the free tools that mainly show you a way to get on the social media “map”.
If you are a business, on the other hand, a free, basic tool won’t do – if you want to improve your performance, optimize your offerings and create a better communication with your customers, you simply have to pay for a tool that offers more features and provides more detailed reports. Believe us, the cost will be inconsiderable when you compare it to the value the gathered insights bring to your business.
However, note that every business is different, so ultimately, no list or article could tell you with complete certainty which tool will fit your needs best – if you want to find The One for you, the best you could do is try out a couple of tools and see for yourself which one you are the most comfortable with.
In fact, most of the tools available on the market are aware of this fact, which is why they offer free trials.
So, go ahead and test the waters of a couple of these tools, after which you can decide if you want to stay their customer, or you’d rather find another place to “bathe in”.