The 10 Best Social Media Analytics Tools for 2024

The best social media analytics tools will help your business thrive despite the challenges a "chronically online" world can bring.

They help you measure your social media performance, understand your audience, spot trends, and make data-driven decisions to improve your strategy.

There are plenty of social media analytics tools out there for brands to choose from, from all-in-one solutions to platform-specific social media tools.

You'll want to find the option that best fits your needs, budget, and, perhaps most importantly, future ambitions. After all, what's the point of your social media program if you're not planning to grow its success?

Perhaps you're exploring what social media can do for your small business, or you're heading up a social media management team at a large corporation. In this post you can find a whole range of tools that'll save you time and help you get better results from your social media efforts.

Social media analytics tools are, as you might expect, software platforms that help you analyze how your social media accounts are doing.

Sophisticated tools will also allow you to look beyond your own channels at competitors and broader conversations.

The point of these tools is to gather data which social media managers can turn into actionable insights that have a positive impact on their activities.

With the right social media analytics tool, you can:

Track key metrics: Things like likes, shares, and comments across social media platforms.
Understand your audience better: What are they interested in? When are they online?
Spot trends and popular topics: These may be broad trends you can create content around, or specific trends within mentions about your brand that you need to act upon.
Compare and benchmark your social media channels' performance to competitors: You'll spot plenty of opportunities to improve (or gloat) depending on how well your social media program is going!

In this article, we'll look at 10 top social media analytics tools for 2024.

We'll help you find the right one for your brand so you can step up your social media game and get deeper insights into your performance.

But first, it's worth being aware of key features to look out for.

There's a busy market out there of social media analytics tools to choose from. Here are some of the features you'll find in the very best of them.

Look for platforms that offer comprehensive social media analytics across multiple platforms – especially the ones that host the social media accounts you're planning to invest in.

Screenshot of a social media management inbox with multiple different social networks feeding into it

Some tools will have official partnerships with major social networks that indicate a level of trust and collaboration that customers can benefit from.

Real-time data capabilities

Tools with real-time data are vital for staying on top of trends, opportunities, and crises. That said, don't forget about historical data which can help you spot long-term patterns.

Shows an example of a chart with volume of mentions over time and a peak detector sharing an insight about how they

Find a social media analytics tool that can help you identify peaks in the data and what's driving them. A great tool will allow you to set up alerts so you can stay in the loop even when you're not logged into your social media analytics platform.

Integration with social media management features like scheduling, audience engagement, influencer marketing, and advertising is a big plus.

An example chart showing engagement for influencers across different social media channels

Ultimately, keeping your social media management and your social media analytics tools in one place can help make your campaigns more aligned.

Competitor analysis and benchmarking

Pay attention to competitor analysis options too. Understanding what others in your space are doing can give you an edge, and benchmarking against competitors can give you an idea of what needs to be done to improve your social media program.

Example of a social media engagement comparison across different brands

Audience demographics and analysis

Audience demographics are also important for targeting your content. You'll want to understand who your audience are, what they're interested in, and how to better connect with them.

Just knowing when they're most active online can help you time your social media marketing activity for maximum engagement.

Chart shows an example of social media mention volume across different times of day

Of course, you should look at this through the wider lens of your ideal marketing personas to ensure your social audience includes your ideal buyers.

Time-saving reporting options

Automated reports can deliver insights straight to your inbox without extra work.

An example of a social media analytics report

If you're an agency working with lots of clients, this can save a huge amount of time.

Custom dashboards

Customizable dashboards let you see the social media metrics that matter most to you at a glance.

An example of a social media management dashboard

Tools you'll use

Look for the social media analytics tools that make data easy to understand – clear visuals and simple explanations can help you act on insights quickly. And remember, the right tool depends on your team's specific needs.

There really is no one-size-fits-all tool.

Here are some tools which can help your business access the social media analytics it needs.

1. Brandwatch

Brandwatch offers some incredibly powerful social media analytics tools.

With a whole host of comprehensive features, Brandwatch can help you understand your online presence and immediately start improving it.

Managing your organization’s social media activities across networks, regions, and teams is easy with Brandwatch's all-in-one solution.

Measure your performance across networks and metrics with easily customizable dashboards, and use our benchmarking tools to track against competitors.

Plus, you can stay on top of trends with industry-leading social listening, making it easier for you to research and reach more of the people you want to attract.

Brandwatch's leading social media analytics capabilities sit alongside comprehensive engagement, scheduling, and influencer marketing features.

Not only can you get an overview of your social efforts across all social media metrics and channels, you'll be able to action those insights with one customizable inbox that covers cross-channel social media conversations, an end-to-end influencer marketing solution, optimized workflows, and smart scheduling tools for all your posts.

Brandwatch is ideal for mid-size to large businesses and agencies handling lots of accounts. You'll appreciate our user-friendly interface and excellent customer support, too. And if you ever need a helping hand, we offer detailed training resources so you'll always be well equipped to get value out of the platform as you start and as you grow.

You might like

Industry leading social media management solution

Everything you need to discover, attract, and engage customers on social

Sprout Social gives you a set of handy tools to manage your social media presence across various platforms.

With Sprout, you'll see how your content performs by tracking key metrics and generating handy reports on engagement, reach, and audience growth.

Sprout's social media analytics tool can help you track brand mentions and sentiment which can help you spot trends relevant to your brand.

The tool also suggests optimal posting times based on when your audience is most active.

For teams, Sprout offers collaboration tools to streamline workflows. You can plan content, get approvals, and schedule posts from your dashboard.

That said, if you're looking for social listening features you may have to "add on" to your package, and you may find other providers can help you access deeper insights.

3. Hootsuite

Hootsuite is a popular social media management tool with a well known mascot named Owly.

You'll find it useful for scheduling posts, analyzing performance, and managing multiple accounts in one place and across multiple social media platforms like Facebook, X, and Instagram. Plus, the platform provides custom reports to help you understand what's working and what's not.

Hootsuite also offers team collaboration tools. If you're working with others, you can assign tasks, approve posts, and share access to accounts securely.

Meanwhile, the platform's content curation features help you find and share relevant posts from across the web which can be a good time-saver when you're out of inspiration and looking for fresh content to share with your audience.

Hootsuite is a good fit for small businesses, social media managers, and marketing teams. Its range of features can handle both simple and complex social media strategies.

It may not be best suited to agencies who'll want to spend time collaborating with clients or sharing dashboards in the platform, since access is limited to people with a login.

While Hootsuite offers a free plan, you'll need a paid plan to access more advanced features and manage multiple accounts. You may then need to continue to pay more as you scale up the number of accounts you want to connect.

4. Meltwater

Meltwater is a useful social media analytics tool that gives you a broad view of your social media performance. You can easily switch between individual channel and omnichannel views to understand how things are doing.

You'll be able to analyze both your earned and owned social media content. This helps you understand how your brand is being talked about and how your own posts are performing.

Like many other tools, it offers customizable dashboards and automated reports. These features make it simple to track your best-performing content and engagement levels across all your social channels.

Meltwater is designed for PR and marketing professionals who are looking to monitor brand mentions and analyze industry trends all in one place.

You may find that Meltwater is missing key social media management features that you'd ideally be able to access alongside your social media analytics. For example, ad campaign management or a specialized, intuitive benchmarking tool.

5. Emplifi

Here's another potential choice for your brand's social media analytics tool – one that can help you grow your audience and boost your brand's social media visibility.

With Emplifi, you can give your social media engagement a much-needed boost by leveraging data-driven insights directly from your social media channels.

Emplify uses AI to help you plan, create, and schedule content seamlessly. You can also manage all your social media interactions from one place.

One challenge with Emplifi is that some find the user interface tough to understand, which may lead to delays getting value from the platform.

Brands and agencies might also find they incur more costs as they scale up the number of accounts they connect to the platform.

6. SocialBee

Here's another piece of social media analytics software that can help you streamline your content strategy. It makes it super easy to manage all your social accounts in one place.

With SocialBee, you can create, schedule, and repost content across platforms and collaborate easily with team members.

SocialBee's analytics features give you insights into your social media performance so you can quickly evaluate how your content is doing and adjust your strategy as needed.

The platform offers a 14-day free trial and is ideal for small businesses, entrepreneurs, and marketing teams.

7. Rival IQ

Rival IQ offers detailed insights into your social media performance and how you stack up against other brands in your industry.

It allows you to analyze your social media metrics across multiple platforms, including metrics like engagement rates, follower growth, and post frequency.

Competitive analysis is a strength for this tool. You can benchmark your social media efforts against up to 15 competitors. This gives you a clear picture of where you excel and where you need to improve.

The tool also provides automated reports. These save you time and make it easy to share insights with your team or clients. You can customize these reports to focus on the metrics that matter most to you.

You can use Zoho Social to post content across platforms, and the scheduling feature helps you plan your posts in advance, saving you time.

The tool allows you to generate reports on how your posts are doing, showing metrics like reach, clicks, and engagement rates.

Zoho Social works well for small to medium-sized businesses. It's especially good if you're already using other Zoho products.

The interface is user-friendly, so you don't need to be a tech expert to use it, either.

9. Agorapulse

With Agorapulse, you can monitor your social media performance and generate comprehensive reports in just a few clicks. The tool provides insights on engagement, reach, and audience growth for each of your social profiles.

A user-friendly interface makes it simple to navigate and access the data you need. The tool also offers customizable reporting options, allowing you to focus on the metrics that matter most to you.

As you'd expect, Agorapulse covers major social networks, meaning you can manage and analyze all your social media efforts from a single dashboard.

The tool is ideal for small to medium-sized businesses and agencies looking for an all-in-one solution. It offers different pricing tiers to suit various needs and budgets. You can start with a basic plan and upgrade as your requirements grow.

10. Sprinklr

Sprinklr is a customer experience management platform that helps businesses manage their social media, insights, advertising, and customer service interactions.

Like some of the other tools in this list, Sprinklr has official partnerships with some of the large social media platforms and offers a comprehensive analytics solution.

Sprinklr is suited to large enterprises and comes with a high price tag for the tool as well as technical support and onboarding.

Picking the best social media analytics tool depends on your company's size and needs – so make sure you're familiar with which tools you're looking for before you take your pick.

Small businesses might want something simple and affordable, but bigger companies often need more advanced features.

Small to medium businesses might look for tools that offer:

Easy-to-use dashboards
Basic reporting features
Affordable pricing plans

Larger enterprises typically require:

In-depth analytics
Multiple user accounts
Advanced reporting options

Agencies will want social media analytics tools that:

Allow for many brand accounts to be analyzed at once
Have easily shareable dashboards and reports
Enable client collaboration and sign off in the platform

When choosing a tool, think about what social platforms you use most. Make sure the tool covers all your important channels.

Consider your goals too. Do you want to track brand mentions? Or measure engagement? What about analyzing competitor performance? Pick a tool that aligns with your objectives.

Don't forget about your team's skills either. Some tools are more user-friendly than others, so you'll want something your team can use effectively.

Budget is also key: prices can range from free versions to hundreds of dollars per month. Balance features with cost to find the best value for your brand.

Remember, you can always start small and upgrade later as your needs grow. Make sure to pick a tool which can scale with your business, so making use of free trials can help you test tools before committing.

Each social media analytics tool will have its strengths and weaknesses. For example:

Hootsuite is great for scheduling and team management
Brandwatch offers AI-powered insights and real-time analytics
Zoho Social is budget-friendly with solid features

When choosing a tool, consider your specific needs. Do you need in-depth analytics or just basic metrics? Is real-time data crucial for your strategy?

Also, think about your budget and team size. Some tools offer better value for larger teams, while others are more suitable for small businesses or solo users.

Popular social media platforms offer built-in analytics tools to help you track performance. These free options provide valuable insights into your content and audience, but they'll often have limitations.

Facebook Analytics/Meta Business Suite

Meta Business Suite combines analytics for Facebook and Instagram. You'll find data on post reach, engagement, and audience demographics. The tool shows how your content performs across both platforms.

Key social media analytics features include:

Post and story metrics
Audience insights
Ad performance tracking
Competitor benchmarking

Use these insights to refine your content strategy and boost engagement. The interface is user-friendly, making it easy to spot trends and adjust your social media approach. Alternatively, take a look at some of these Facebook analytics tools.

Instagram Insights

Instagram Insights gives you a deep dive into your profile's performance. You can see which posts and stories resonate most with your followers.

Important metrics include:

Reach and impressions
Profile visits
Website clicks
Follower growth

The tool also breaks down your audience by age, gender, and location.

This can help you tailor content to your specific followers. You can access Insights through the Instagram app or Meta Business Suite.

X (Twitter) Analytics

X Analytics offers a snapshot of your social media post performance and audience growth. It's a great way to see what content sparks conversations.

Key metrics to track:

Post impressions
Profile visits
Mention count
Follower growth

The tool also highlights your top-performing posts. Use this info to craft more engaging content, or think about how you might turn those posts into high-performing ads.

You can also export data for deeper analysis or reporting.

LinkedIn Analytics

LinkedIn's native social media analytics tool is perfect for B2B marketers. It provides insights into your company page performance and audience engagement.

Useful features include:

Post engagement rates
Follower demographics
Page visitor metrics
Custom button clicks

These insights help you understand what content resonates with professionals. Use this data to refine your LinkedIn strategy and grow your business network.

YouTube Analytics

YouTube Studio offers robust social media analytics for video creators. It helps you understand your audience and improve your content strategy.

Key metrics to monitor:

Watch time
Audience retention
Traffic sources
Subscriber growth

The tool also provides real-time data on your latest uploads. This lets you quickly gauge video performance and make timely adjustments.

You can use these insights to create videos that keep viewers coming back for more.

Case studies and real-world examples

Let's look at how brands might use social media analytics tools to boost their marketing efforts. Here, you can see how these tools can make a huge difference in real campaigns.

For example, Insta360 improved their influencer management using Brandwatch software. The brand adjusted their strategy and were able to:

Manage 4,000 partners with ease
Speed up campaign reporting, which is now 90x faster
Achieve costs for campaigns significantly below industry average

Small businesses can benefit too. For example, a local coffee shop might use one of these social media analytics tools to grow their online presence. By scheduling posts at peak times and engaging with customers regularly, this business can see a boost in foot traffic to their store.

These examples show how the right tools can help you understand your audience and improve your marketing efforts. By using data from social media, you can make smart choices that grow your business.

Frequently asked questions

Let's explore some common questions about choosing and using these essential platforms effectively.

Look for tools that offer real-time data, custom reports, and multi-platform integration. You'll want features like sentiment analysis, competitor tracking, and audience demographics. The best tools also provide actionable insights and easy-to-understand visualizations. Of course, this will all depend on your current needs, your budget, and your future plans.

Several platforms offer free options to get you started. You can try Facebook Insights, X Analytics, and Instagram Insights for basic metrics.

Google Analytics also provides valuable data on social media traffic to your website at no cost.

Start by setting clear goals for each campaign. Track key metrics like engagement rates, reach, and conversions through social media analytics tools.

Look at how your content performs over time and compare it to past campaigns. Don't forget to measure the impact on your bottom line, like sales or lead generation.

Data overload can be overwhelming. It's hard to know which metrics matter most, and integrating data from multiple platforms can be tricky. Keep this in mind when choosing a tool and make sure you have the support you need from your vendor to ensure you start getting value from your chosen platform fast.

Yes, many tools offer broad platform coverage. Brandwatch connects with all major social networks, for example. Look for tools that sync with the channels you use most. You might want to check out the company's partnership or integrations pages to see what official partnerships you might be able to benefit from.

You'll find top-notch reporting in several tools. Brandwatch provides customizable reports with deep insights. Sprout Social and Hootsuite also offer strong social media reporting features. Again, this will depend on your needs. If you can balance depth of insight with ease of use, as well as easy-to-share reporting, you're onto a winner.

Roundup

Social media analytics tools can be confusing, but choosing the right one for your brand is vital for optimizing your social media strategy and ensuring you pick a sustainable option. After all, making the wrong decision and having to retrain your team in a different tool isn't ideal.

The tools covered in this blog offer plenty of handy features to help you track performance, understand your audience, and refine your social media strategy. You should aim to choose a tool based on your brand's specific social media needs and goals, as well as your budget and intended results.

Remember, with the right insights and social media analytics tools, you’ll be well-equipped to grow your engagement and stay ahead of the competition.