Best Social Media Insight Tools

Picking the most valuable insight tool for your social media marketing efforts can be tough. With so many options available, most businesses don’t know where to look. We’ve created this collection of valuable social media insight tools to help you identify which ones are valuable for your industry, and rank them in order of popularity.

Social media is here to stay and has become an essential part of marketing due to its ability to help companies stay engaged with their customers. As this type of marketing becomes more prevalent, marketers must adapt and it is crucial for these individuals to realize that not every social media insight tool created is a reliable one.

 Sprout Social

The need for cross-channel social media analytics makes Sprout Social an easy choice for No. 1 on our list.

Whether you want to dive deep into your performance on a single network, or quickly compare results across multiple networks at once, Sprout has you covered.

Track Facebook Page impressions, tally up Twitter link clicks, measure Instagram follower growth, evaluate LinkedIn engagement, asses content performance on Pinterest and much more, all from the same location.

Then quickly organize and share your data with easy-to-understand, presentation-ready reports. Or take it a step further with Premium Analytics and create your own custom report, tailored to your organization’s KPIs.

Sprout comes complete with both templated and customizable reporting options, meaning you have multiple ways to not only gather essential social metrics, but truly understand what they mean and present them to others including only the metrics you care about most and reducing the noise.

Sprout instagram hashtag report

From tags to trends and everything in between, Sprout puts powerful analytics at your fingertips. You can even access data related to internal team performance and competitor activity to help you improve customer care or benchmark your brand against others in your industry.University of North Dakota head shot The analytics other tools had just didn’t have the power. We needed the best analytics we could get. Layne Pfliiger
Social Media Manager

But that’s only scratching the surface.

Sprout’s Advanced Listening tool arms you with valuable data related to audience demographics, industry influencers, campaign performance, share of voice and consumer sentiment.

No matter your social media analysis and reporting needs, Sprout has been built from the ground up to give you a fast, user-friendly way to discover and display social insights.

Sprout listening report

 HubSpot

With HubSpot’s analytics tools you can tie social media performance to business and revenue growth. Whether publishing directly through HubSpot, or publishing using other tools or while on the go, you’ll be able to report on the success of your social strategy across every channel. You can also compare the performance of multiple social channels to measure campaign performance.

HubSpot’s social analytics tools offer expansive graphs and visuals that break down the numbers by specific platform features, like audience, session lengths, and impressions.

hubspot analytics tool

What’s important to highlight is that HubSpot’s social analytics tools is part of HubSpot’s Marking Hub, their all-in-one inbound marketing software. This means that using the platform you’ll have insight into the entire customer journey, not only social media-specific metrics. You’ll be able to see which marketing tactics are working best for your business, how are they impacting your bottom line, and learn about your social media campaigns ROI.

That makes HubSpot an excellent choice for businesses whose marketing teams want to keep all campaign functions in one place.

 Buffer Analyze

Buffer Analyze: Buffer’s Facebook and Instagram Analytics and Reporting Tool

Buffer Analyze is our social media analytics tool for online brands that want to make better decisions about their social media strategy and measure their results without feeling overwhelmed.

3 cool features:

  • Instagram Stories analytics
  • Posting strategy recommendations
  • Create professional reports in as few as two clicks

Social media channels:

  • Facebook
  • Instagram
  • Twitter

What analytics you get for free:

  • All features for 14 days
    • Overview and charts for key metrics
    • Posts and Stories analytics
    • Audience insights
    • Answers
    • Easy-to-use report builder

 Hootsuite

Hootsuite

Hootsuite is a great combination of social media management, listening, publishing and analytics tools. It helps you ascertain what kind of content is working for you, increase the reach of your posts, improve the effectiveness of your ads, and get your whole social media team working in tandem. It has in-depth analytics features that give you a clear understanding of your performance across all social platforms.

3 cool features:

  • Customize reports by choosing from over 200 metrics and export them in PDF, Excel, or PowerPoint formats.
  • Measure your customer care team’s response and resolution time on Facebook and Twitter.
  • Track brand mentions better by integrating with specialized tools like Brandwatch and Talkwalker.

Social media channels:

  • Facebook
  • Instagram
  • YouTube
  • LinkedIn
  • Twitter
  • Pinterest

What analytics you get for free:

  • All features for 30 days
    • Overview of key metrics
    • Unlimited real-time reports
    • Team performance measurement

UTM parameters

Key benefit: See how much web traffic and conversions your social media channels and campaigns generate (to be used with a web analytics platform like Google Analytics).

Paid or free: Free tool

Skill level: intermediate

Best for: all social media managers

Example of a UTM parameter for sharing a Hootsuite blog post

UTM parameters are not a standalone social media analytics tool, but they are essential in helping you set up Google Analytics (or another web analytics platform) to best measure social performance.

Put simply, UTM parameters are short pieces of code appended to the links you share on social media. They very precisely tell you how many people interact with your content and end up on your website.

In the screenshot above, the UTM parameter is everything that comes after the question mark.

UTM parameters aren’t essential if you’re only concerned about reporting on social media performance in terms of engagement, followers, etc. But if you want to take it to the next level, UTM parameters + Google Analytics will give you more precise data on which social media content and channels drive traffic and conversions.

Pro tip: You don’t need to know how to write code to include them on your social media posts. If you use a social media management platform like Hootsuite, you can automatically generate UTM parameters in seconds.

Learn more: Using UTM Parameters for robust social media reporting

Conclusion

We spent the last three months evaluating 23 of the most popular social media analysis and discovery tools, and we want to share our results with you! We found a serious amount of overlap between these tools, and that a handful of them really stood out.

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