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10 of the Best Social Media Analytics Tools for Smart Marketers

Are you a social media marketer looking to improve your time, energy, and resources? It’s time to explore some fresh social media analytics tools!

Curious about the effectiveness of your social media strategies? Social media marketers with busy schedules require powerful analytics tools to concentrate their efforts. Let’s explore some of the top choices for 2024.

What are social media analytics tools?

Social media analytics tools are applications and platforms that enable you to collect data on your social media performance and audience.

These tools also provide the capability to generate reports for monitoring performance trends and sharing results with your team, supervisor, and other important parties.


Social media analytics tools are useful for addressing queries such as:

  • Is it beneficial for my business to continue posting on Pinterest?
  • What were the most popular posts on LinkedIn this year
  • Should we increase our Instagram posts next month?
  • Which platform generated the most brand awareness for our product launch?
  • What type of posts do my followers prefer to engage with?

… and many others.

Having access to all this data allows you to clearly assess the return on investment (ROI) of your social media strategy, which can help demonstrate the value of your daily efforts and those of your team. This becomes particularly valuable during annual budget planning or when requesting additional resources.
Check out this video to observe how the Hootsuite team incorporates social media analytics into their daily operations.

The best social media analytics tools for 2024

  1. Hootsuite
  2. Sprout Social
  3. Buffer
  4. Hubspot
  5. Later
  6. Rival IQ
  7. Talkwalker
  8. Brandwatch
  9. Keyhole
  10. Mentionlytics

1. Hootsuite

Ideal for : Entrepreneurs managing their own social media, social media coordinators at small to medium-sized companies, and large marketing teams

Most impressive aspect : Tailored suggestions for the optimal posting times on individual social media accounts using the accounts’ data and past performance.

Price : Starting at $99/month

Skill level : Beginner to intermediate

Social media post metrics:

  • Clicks
  • Comments
  • Reach
  • Engagement rate
  • Impressions
  • Shares
  • Saves
  • Video views
  • Video reach

Profile metrics:

  • Follower growth over time
  • Negative feedback rate
  • Profile visits
  • Reactions
  • Overall engagement rate

Best time to post recommendations

One of the primary causes of social content not meeting expectations is sharing it when your intended audience is not online or not inclined to interact with you. That’s why Hootsuite’s Best Time to Publish tool is highly sought after in Hootsuite Analytics. It analyzes your individual social media data and suggests the best times to post based on three distinct objectives.

  1. Engagement
  2. Impressions
  3. Link clicks

Most social media analytics tools only recommend posting times based on engagement. Or they’ll use data from universal benchmarks, instead of your unique performance history.

Other cool things you can do with Hootsuite Analytics:

  • Create personalized report templates focusing on the metrics that are important to you
  • Easily conduct competitive analysis and compare your performance against industry benchmarks
  • Keep track of your social team’s productivity by monitoring response times and resolution time for assigned posts, mentions, and comments
  • Stay vigilant by monitoring mentions, comments, and tags related to your business to prevent potential PR disasters

On top of all of that, Hootsuite won a 2024 TrustRadius Most Loved Award as well as 2023 Best Of Awards for Best Feature Set, Best Relationship, and Best Value for Price.

Competitive analysis

Hootsuite Analytics provides competitor analysis for Instagram, Facebook, and X (formerly Twitter) on your behalf. You have the ability to monitor up to 20 competitors per network and gain a comprehensive understanding of your strengths and weaknesses. Additionally, you will receive actionable insights on the top posts, hashtags, and content formats within your industry.

Follow these 4 simple steps to track competitors with Hootsuite:

  1. Sign in to your Hootsuite account and pick Analytics from the main menu on the left side of the dashboard.
  2. Then, click on Competitive analysis in the Benchmarking section.
  3. At the top of the page, use the dropdown list of your social media profiles to select the one you want to compare to competitors.
  4. Then, pick the competitors you want to measure your performance against. To do that, go into the second dropdown list and check the boxes next to the competitors you want to view. To add competitors, click Manage competitors at the bottom of the dropdown box.

Next, enter the name of a rival into the search bar and choose the accurate profile from the drop-down menu. The number of social accounts you can add to your watchlist per network (such as Facebook, Instagram, and X) depends on your Hootsuite plan, ranging from 2 to 20.


And that’s it! Now you can browse several competitive reports, including :

Overview : You can view the amount of posts you and your competitors have shared within the chosen time period (which can be modified in the top right corner of the dashboard). Additionally, you can see each account’s posting frequency, average engagement, number of followers, and audience growth rate.

Post performance : You can analyze your own and your competitors’ most popular posts and categorize the results by reactions, comments, shares, and engagement. This will help you quickly find inspiration for your next publication.

Performance by post type : where you can find out what types of posts — photos, link posts, videos, text-only posts, and so on — are most popular with each brand’s audience. Results can be sorted to show which post types get the most reactions, shares, comments, or engagement.

Overall post performance : You can easily view a graph showing your daily performance and that of your competitors within the chosen time period. You have the option to analyze results based on post type or view the overall performance. Additionally, you can track trending hashtags, which is self-explanatory.

Post length : where you can find out how many characters and hashtags, on average, your competitors use in their posts.

Industry benchmarking

Do you require assistance in establishing achievable objectives? Or perhaps you dislike the manual collection of data for audits and SWOT analyses? With Hootsuite’s social media benchmarking, you can easily discover how others in your industry are performing on social media and compare your outcomes with minimal effort.

To get industry benchmarks, follow these steps:

  1. Sign in to your Hootsuite dashboard and head to Analytics.
  2. In the menu on the left side of the screen, scroll to Benchmarking and click Industry.
  3. Pick an industry that best describes your business.

Now you have the opportunity to compare your results with the average performance statistics in your industry. You have the ability to customize timeframes, switch between different networks such as Instagram, Facebook, X, LinkedIn, and TikTok, and access benchmarks for various metrics.

  • Profile impressions
  • Profile reach
  • Followers
  • Audience growth rate
  • Engagement rate
  • Video views
  • Posting frequency
  • Clicks
  • Saves

You will also find tips and resources to improve your social media content performance right in the summary section :

And, if you need to present your results to your team, boss, or other stakeholders, you can easily download your comparison report as a PDF file.

Hootsuite Analytics is included in all Hootsuite plans. Try the best social media management tool for free for 30 days.


2. Sprout Social

Source : Sprout Social

Ideal for : Marketing teams within larger companies

Price : Starting at $199/month

Skill level : Beginner to intermediate

Sprout Social is a strong competitor in the realm of social media analytics tools and is definitely worth considering. With analytics available for all major social media platforms, Sprout can assist in planning and implementing your social media strategy.Similar to Hootsuite, Sprout provides a comprehensive analytics dashboard that offers insights into both paid and organic posts, aiding in determining the optimal timing for content publication.

Additionally, users can easily customize and download reports directly from the Sprout dashboard. While Sprout is pricier than Hootsuite, it does offer a wider range of features and integrations.


3. Buffer

Source : Buffer

Ideal for : Entrepreneurs managing their own social media, independent social media managers at small to medium-sized businesses, and agencies

Coolest feature : Simple Instagram performance tracking, including Stories analytics

Price : Starting at $6/month for 1 social channel

Skill level : Beginner to intermediate 

Buffer is mainly used as a scheduler for various social media platforms including Instagram, Facebook, X, TikTok, Pinterest, and LinkedIn. In terms of analytics, Buffer has limited features and does not provide analytics for all platforms.

It also lacks social listening features and competitive benchmarking. However, its user-friendly dashboard is uncomplicated and easy to use, making it suitable for social media managers who prefer a simple scheduling process.


4. Hubspot

Source : HubSpot

Ideal for : Marketing teams within larger corporations who are dedicated to comprehending the influence of social marketing initiatives on the customer experience journey.

Coolest feature : Integration with your CRM to track data like new contacts driven by social media

Price : Starting at $800/month

Skill level : Advanced

Hubspot sets itself apart from other social media analytics tools in this list. It includes social media management as part of the Hubspot Marketing Hub software, which also assists in managing email, SEO, and CRM records. This makes it ideal for brands that focus on building lasting customer relationships, both pre and post-purchase, and utilize various marketing strategies beyond just social media. Additionally,

Hubspot integrates with Hootsuite to enhance social user context within the Hubspot CRM data and ticket system.

5. Later

Source : Later

Ideal for : Entrepreneurs managing their own social media, independent social media managers at small and medium-sized companies

Coolest feature : Link in Bio page data flow to track website clicks from Instagram and TikTok

Price : Starting at $25/month

Skill level : Beginner to intermediate

Later is particularly beneficial for smaller brands and creators who prefer to visualize and preview their social media content before publishing. Although Later can assist in measuring the effectiveness of social media content and refining posting schedules,

it does not offer more advanced analytics capabilities such as competitive analysis and industry benchmarking.


6. Rival IQ

Source : Rival IQ

Coolest feature : Free head-to-head reports against individual competitor accounts on Instagram, TikTok, Facebook, and X

Price : From $239 per month

Skill level : intermediate

Rival IQ was created to empower social media managers to analyze data like data scientists, without the need for formal certification. Rival IQ provides instant access to analytical data, notifications, and personalized reports from major social media platforms.
You can easily perform a competitive analysis or a thorough social media evaluation with Rival IQ’s detailed reporting. Then, share your findings with your stakeholders and marketing team using fully customizable charts, visuals, and dashboards.
Rival IQ is not just about the big picture. Its comprehensive analysis of social media posts allows you to pinpoint which posts are effective on each platform and understand the reasons behind their success.

Expert tip : Are you being outperformed by your competitors? With Rival IQ, you can analyze the social media accounts of your rivals as well. Learn from their successful strategies and find ways to integrate them into your own social media presence.

7. Talkwalker

Source : Talkwalker

Ideal for : individuals managing social media, PR and communication professionals, brand tracking specialists, product marketing professionals, and researchers

Coolest feature : Monitor conversations from more than 150 million sources to analyze engagement, potential reach, comments, sentiment, and emotions

Price : Pricing upon request – request a demo for more details

Skill level : Intermediate to advanced

Talkwalker offers analytics related to social conversations beyond your owned social properties, including:

  • Mentions
  • Brand sentiment
  • Important influencers
  • Conversation clusters

You have the option to narrow down your search based on region, demographics, device, content type, and other factors. Talkwalker is particularly valuable for identifying spikes in discussions about your brand, which can assist you in determining the optimal times for your brand to engage on social media.

Psst : Hootsuite is set to acquire Talkwaker VERY SOON. This means that you will get access to Talkwalker social listening and analytics directly in your Hootsuite dashboard!

8. Brandwatch

Source : Brandwatch

Ideal for : PR and communication teams, as well as social media marketers who prioritize engagement and brand tracking.

Coolest feature : Track and analyze data from more than 100 million sources, including blogs, forums, and review sites, as well as social networks

Price : Pricing available on request – request a demo for more details

Skill level : Beginner to intermediate

Brandwatch provides a robust set of resources for tracking and analyzing social media accounts, as well as monitoring brand reputation and social share of voice. Brandwatch Consumer Research utilizes over 1.4 trillion posts and incorporates AI tools to assist in identifying relevant trends and data for your business. Additionally, you have the option to receive email notifications for changes in sentiment or conversion volume.

9. Keyhole

Source : Keyhole

Ideal for : Large-scale corporations and institutions

Coolest feature : Automated reports on influencer marketing campaigns with a breakdown of ROI

Price : Starting at $89/month

Skill level : Intermediate to advanced

Keyhole enables comprehensive reporting on various aspects including social media campaigns, brand mentions, interactions, hashtag impact, and influencer campaign results. It allows for detailed analysis of impressions, reach, share of voice, and competitors’ social media strategies.

For those utilizing influencer marketing, Keyhole provides reporting features to identify suitable influencers and assess their performance.

10. Mentionlytics

Source : Mentionlytics

Ideal for : PR and communications teams, brand monitoring teams, product marketers, and researchers working in small to medium-sized businesses.

Coolest feature : Clear sentiment and share of voice analysis in multiple languages

Price : Starting at $69/month

Skill level : Beginner to intermediate

Looking to gain a comprehensive understanding of the discussions surrounding your brand online? Mentionlytics provides a valuable starting point for utilizing social media analytics to monitor your brand, particularly if you operate a global business across multiple languages. Additionally,

it serves as an efficient tool for recognizing influential individuals and monitoring pertinent hashtags.

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