Most brands of the day are expected to have a social media presence.

In fact, as per Statista, a whopping 91.9% of U.S. marketers in medium to large-sized businesses are expected to use social media for marketing purposes.

But does a marketer’s job end at coming up with a social strategy and executing it?


There’s a wealth of information hiding behind your social media efforts.

And the right social media analytics tools can help you unearth this data.

How does that help, you may ask?

Well, for starters, social data can help you understand your audience better. It also helps point out well-performing strategies and weed out the not-so-good ones.

All in all, social media analysis will help you maximize your ROI, giving you more bang for the buck!

Lucky for you, there are a number of online tools that can help you make sense of your social media efforts.

In this article, we’ll take a quick look at 5 of the best social media analytics tools.

Let’s make sure you find the right match!

Disclaimer: This content contains some affiliate links for which we will earn a commission (at no additional cost to you). This is to ensure that we can keep creating free content for you.

Which are the Best Social Media Analytics Tools?

First things first, what exactly is social media analysis?

In simple words, it is the process of gathering data that will help you track social media KPIs, and inform your future marketing strategy.

Social media analytics is also important for determining marketing budgets.

In fact, a study by Sprout Social found that more than 60% of marketers are expected to discuss social media ROI in order to justify campaign spendings.

And that only makes sense.

Why invest in something that isn’t yielding results?

And so, we want to tell you about 5 of the best social analytics tools, their features, pros, cons, and more…

Read on to improve your social media strategy by investing in the right analytics tools.

1. Sprout Social

Sprout Social

Image via Sprout Social

Sprout Social is an all-in-one social media management platform that is trusted by 25,000+ world-class organizations of all sizes. It’s a sophisticated yet simple solution that empowers marketers to explore detailed social media data and make well-informed decisions.


  • Sprout Social makes analytics for multiple platforms possible, viz. Facebook, Twitter, Instagram, LinkedIn, and Pinterest. Users can either look into results on a single channel or compare performance across several channels.
  • Templated as well as custom reporting options giving you the best of both worlds.
  • It makes data concerning internal teams as well as competitor performance available.
  • Premium Analytics that make advanced filtering based on tags, content, and message type possible.


  • An all-in-one social media tool that lets marketers look into publishing and scheduling content, engagement, analytics, as well as listening in one place.
  • Powerful and interactive charts and graphs that make it easy to illuminate social insights in reports.
  • A highly optimized API that collects data in real-time.


  • Sprout Social charges an additional fee each time you integrate a new employee.
  • Its dashboard can be a bit clunky and difficult to navigate.

Tool Level

  • Beginner/Intermediate/Expert


  • The interface is super intuitive, so even if you’re just getting started with social analytics, it’s easy to use.


New users can try Sprout Social for free with a 30-day trial. Check out the tool’s paid plans:

  • Standard – $89 per month
  • Professional – $149 per month
  • Advanced – $249 per month

Case Study

  • NBA franchise Chicago Bulls wanted to devise a social media plan that helps them nurture an inclusive connection with fans across the globe.
  • Sprout’s Analytics enabled the Bulls to better understand what content resonates most with its global audience.
  • In the words of Chicago Bulls’ Digital Director Dan Moriarty, “we really want to create that lifelong connection. Whether it’s a Facebook video or an Instagram Story, we’re able to use Sprout to understand how people are engaging with that content and inform our strategy.”

Pro Tip: Make the most of Sprout’s Tagging feature by developing a standard tagging protocol. This will help you take a deep dive into the granular details during campaign analysis.

2. Tailwind


Image via Tailwind

If you’re a social media marketer with limited requirements and budgets, Sprout Social might not be the right tool for you. Instead, Tailwind is a fun platform that is perfect for small enterprises that use Instagram and Pinterest.

Whether you want to automate your social media designs or pull out key social media insights, Tailwind has you covered.

And that’s not it.

Tailwind offers some of the most competitive prices in the space.


  • Tailwind’s Pinterest analytics enables users to measure engagement trends and virality by pin, board, or category.
  • Daily, weekly, or monthly social media reports of Instagram and/or Pinterest metrics that matter to you.
  • Interest heatmaps that help marketers gauge whether they’re focusing on the right content for their audience.
  • A Post Inspector that highlights top-performing posts.


  • One of the very few social media analytics tools that is truly tailored for small businesses.
  • Tailwind’s customer support team does its best to reach out and educate users about the tool’s features.


  • The tool’s UI can do with some enhancements.
  • If you’re looking for an analytics tool for various social media channels, Tailwind ranks pretty low.

Tool Level

  • Beginner


  • Tailwind embraces a utility-first approach, making it extremely easy to use.


A free trial is available for 14 days. Here are the details of its pricing plans:

  • Free
  • Pro – $14.99 per month
  • Advanced – $29.99 per month
  • Max – $59.99 per month

Pro Tip: Take a look at Tailwind’s tutorial videos whenever you feel lost. They’ll make sure you don’t miss a thing.

3. Keyhole


Image via Keyhole

Keyhole is a widely-trusted social media management tool, and for good reason.

It arms marketers with insightful data equipped to improve their digital marketing strategies. Furthermore, its reporting tools have something for everyone, and for various social media platforms.

Now, let’s take a quick look at Keyhole’s top features.


  • Keyhole’s Quick Trends feature helps users get a glimpse into their competitors’ online presence.
  • Elaborate analytics dashboards that help you understand which campaigns and posts performed well.
  • Keyhole uses machine learning to predict new social media trends, helping you stay ahead of your competition.
  • Real-time tracking for any keyword or hashtag.


  • An extremely friendly UI making the tool easy to navigate.
  • Extremely rich analytic reports that make impressing your clients a breeze.


  • Keyhole is rather pricey compared to its competitors.
  • Customer support isn’t easy to catch hold of.

Tool Level

  • Intermediate/Expert


  • It can be a little difficult to grasp the depth of the tool.


  • Keyhole comes with a 7-day free trial. Although the tool used to have three paid plans, there is no pricing information available on the website currently. Interested users must contact the vendor for more details.

Pro Tip: Keyhole isn’t just an analytics tool. It also offers other interesting features for extracting historical data, creating an influencer marketing strategy, etc. Be sure to explore all of them to make up for the tool’s high costs.

4. Buffer


Image via Buffer

Buffer is one of the best social media analytics tools for those who want to level up their social media strategy without feeling overwhelmed.

No matter what your needs, Buffer has been built from the ground up to give you actionable insights into your social media performance.


  • Buffer lets users track key engagement metrics for each social account.
  • In-depth information on your accounts’ audience demographics.
  • The option to create white-label reports.
  • Buffer gives users a quick rundown on the best times to post and the best posting frequency.


  • Works for five different social media channels.
  • Comes with a free plan for marketers with basic requirements.


  • The mobile app does not have all the features that the web version does.
  • It’s pretty expensive for the features it offers.

Tool Level

  • Beginner/Intermediate


  • Buffer has an extremely easy-to-use interface.


Free trial for 14 days available.Check out its two plans:

  • Free
  • Essentials – $6 per social channel per month

Pro Tip: Buffer connects with 45 different services, some of which can greatly enhance your social strategies. Two of the most popular ones are Pocket and Feedly. Check them out!

5. Socialbakers


Image via Socialbakers

Socialbakers is an AI-powered social media and digital marketing solution. Trusted by big names such as National Geographic, McDonald’s, Samsung, and Nestlé, this tool will cover all your social media marketing needs.

From research and planning to influencer marketing to measuring and reporting, is there anything this solution can’t do?

Perhaps not.

Now, let’s take a quick look at its analytics-related features.


  • Unique features such as sentiment analysis for marketers to understand their audience better.
  • Social listening that enables users to uncover their competitors’ strengths and weaknesses.
  • Easily track which social channels are contributing to your web traffic.


  • Detailed sentiment analysis for every post and comment.
  • Possibility to automate a lot of tasks and save time.


  • Prices are exceptionally high for the basic suite.
  • Its customer support can be improved.

Tool Level

  • Intermediate/Expert


  • Socialbakers can be a bit hard to use at the start.


A free trial is available for 14 days.

  • Essential – $215 per month or $400 per month for 10 and 20 profiles respectively.
  • The Complete Socialbakers Solution – interested users must request a consultation.

Pro Tip: Socialbakers offers a number of free social media tools that are worth checking out. You can find it under the ‘Resources’ tab on its website.


Q1. What are the best social media analytics tools in 2022?

A. The best social media analytics tools in 2022 are:

  • Sprout Social
  • Tailwind
  • Keyhole
  • Buffer
  • Socialbakers

Q2. What is the best free social media analytics tool?

A. The best free social media analytics tool is undoubtedly Tailwind. Its free plan is extremely generous, allowing marketers to use the tool for one Instagram and Pinterest account each. What’s more, it doesn’t just give access to basic analytics, but also to social media automation and scheduling tools.

Q3. What are social media analytical tools?

A. In simple words, social media analytics tools are pieces of software used to monitor and evaluate social media performance. Over time, these tools can help you enhance your social media strategy, and maximize ROI.

Q4. How do you use social media analytics?

A. You can use social media analytics for the following purposes:

  • To improve your social media campaigns.
  • To gain an edge over your competitors.
  • To gain valuable customer feedback.
  • To improve strategic decision-making.

Q5. What are the types of social media analytics?

A. There are four types of social media analytics. They are:

  • Descriptive Analytics: This deals with the question of “what is happening”? or “what happened”?
  • Diagnostic Analytics: This tackles the question of “why is it happening”? or “why did it happen”?
  • Predictive Analytics: This looks into questions such as “what will happen”? or “why will it happen”?
  • Prescriptive Analytics: This involves analyzing data in order to come up with the best possible way to proceed in any given situation.

Q6. Why is social media analytics important?

A. Social media analytics can empower you to understand your audience and competitors, optimize your resources, maximize your social media ROI, and take your business to greater heights.

Q7. How much does a social media analytics tool cost?

A. Most social media analytics tools come with several pricing plans for users to choose from. While paid plans start at anywhere around $5/month, there is no upper limit for the same. The cost of these tools will largely depend on your requirements.

The good news is that some tools also offer free plans that are often good enough for small businesses.

Q8. Which is the best social media scheduler?

A. The best social media scheduler has to be Buffer. This is because it is extremely affordable, and is available for five different social media channels, viz. Instagram, Facebook, LinkedIn, Twitter, and Pinterest.

Q9. What tools should social media managers use for posting?

A. Some of the best social media tools for posting are:

  • Sprout Social
  • Buffer
  • Tailwind
  • CoSchedule
  • Zoho Social

Are You Ready to Improve Your Social Media Marketing ROI?

A data-driven strategy is the secret sauce for squeezing the best value out of your social media campaigns.

But with so many social channels and so much data to monitor, it is only natural to feel lost.

And this is where social media analytics tools come in.

These are tools equipped to scrape your social accounts for valuable data, so that you can improve your marketing game.

The best part?

You don’t have to burn a hole in your pocket to use such a tool.

Some of them are absolutely free to use!

Now, we want to hear from you. On what basis would you choose a social media analytics tool? Is our list missing any tools you’ve used? Let us know in the comments below!

Disclaimer: This content contains some affiliate links for which we will earn a commission (at no additional cost to you). This is to ensure that we can keep creating free content for you.