Beyond Engagement Top Social Media Analytics Tools to Track Brand & Competitor Performance in 2024


Remember when social media was just about likes and shares? Well, those days are long gone. Now, Social Media Analytics has become a powerhouse for brands, with 78% of businesses actively using these tools to understand their audience better, as mentioned by It’s not just about counting followers anymore; it’s about diving deep into data to drive strategic decisions.

Social Media Analytics Tools, in 2024, have evolved to offer a wealth of information, as reported by TechDogs’ article “Social Media Marketing Trends 2024“. From Sentiment Analysis to Influencer Analytics, these tools help you gauge the mood of your audience and identify key influencers impacting your brand. And let’s not forget about Social Media Reporting. It’s crucial for summarizing your brand’s performance and guiding the next moves.

With the right analytics (tools), you can transform your Social Media Management into a finely tuned engine that not only engages but also converts and retains your audience.

Whether you’re a seasoned marketer or just starting, understanding the capabilities of these tools is essential. They’re not just for big corporations; even small businesses have seen a 108% increase in sales after a social media makeover, according to Hootsuite. So, dive in, explore these tools, and use the insights to stay ahead in the game.

Hootsuite Analytics

Imagine having a bird’s-eye view of your brand’s social media landscape. With Hootsuite Analytics, that’s precisely what you get. Over 80% of marketers agree that a unified dashboard is critical for understanding social media performance. Hootsuite’s dashboard brings together data from Facebook, Instagram, Twitter, LinkedIn, and more, all in real-time.

Here’s what you get:

  • Track Multiple Accounts: Easily monitor various Facebook profiles and other major platforms.
  • Performance Comparison: See how your metrics stack up against previous periods.
  • Optimal Posting Times: Discover when your audience is most engaged in scheduling content effectively.

With Hootsuite Analytics, you’re not just collecting data; you’re gaining insights that can drive your strategy forward.

Plans start at a friendly ₹2,600/month, scaling up based on your needs. Whether you’re a small business or a large enterprise, there’s a plan that fits. Plus, with a 30-day free trial, you can test the waters without any commitment. Remember, it’s not just about tracking mentions; it’s about understanding the complete picture of your brand’s online presence.

Sprout Social

With Sprout Social, you can track the performance of multiple Facebook accounts in one place. You’ll see your Share of Voice across different platforms, understanding how your brand stacks up against competitors.

Here’s what you can do with Sprout Social:

  • Compare performance metrics against previous periods to gauge growth.
  • Determine the best times to post by analyzing when your audience is most active.
  • Sort your best-performing posts based on engagement metrics like likes and comments.

This tool doesn’t stop at Facebook. It provides a comprehensive Report-Builder for in-depth analysis, allowing you to download unlimited, customized reports. You can even add your insights, making it a powerful asset for marketers aiming to create context and refine their social media strategies.


Imagine knowing what people are saying about your brand in real time. With Brandwatch, that’s precisely what you get. In 2024, Brandwatch has been rated 4.3 out of 5 stars on Capterra, showing its effectiveness in brand tracking. It’s not just about monitoring; it’s about understanding and acting on consumer insights.

Sentiment analysis is a game-changer. It tells you if your brand is loved or if there’s room for improvement. And with influencer scores, you can pick the best advocates for your brand. Plus, you can peek at how you stack up against competitors with the comparison tab.

Here’s what Brandwatch can help you with:

  • Consumer Intelligence:
    • Gain insights into consumer behavior, preferences, and sentiment.
    • Understand your brand’s position in the market and its perception among consumers.
    • Analyze market trends and competitor strategies to make informed decisions.
  • Social Media Management:
    • Engage with consumers effectively across various social platforms.
    • Grow your brand’s presence and audience through strategic social media activities.
    • Streamline social media workflows and scheduling to optimize efficiency.
  • Influencer Marketing:
    • Identify relevant influencers for your brand and target audience.
    • Manage influencer campaigns seamlessly from discovery to execution.
    • Measure the impact of influencer collaborations on brand awareness and engagement.

Remember, it’s not just about the numbers. It’s about the stories they tell and the actions they inspire. Use Brandwatch to turn data into decisions that drive your brand forward.

Rival IQ

Did you know that over 90% of marketers agree that social listening is critical to their strategy? That’s where Rival IQ comes into play, as this platform allows online brand health sentiment to be monitored. This tool also helps you keep an eye on the competition and stay ahead of the game. By tracking what’s being said about your brand and others in your industry, you can make smarter, data-driven decisions.

Here’s a summary of what this tool provides:

  • Competitive Analysis:
    • More robust social media strategy compared with competitors.
    • Comprehensive comparison of social media performance metrics.
    • Insights to benchmark against competitors’ social media activities.
  • Influencer Tracking:
    • Analyze social posts to identify trends and areas for engagement improvement.
    • Track influencer activities and their impact on your brand’s social presence.
    • Identify opportunities for collaboration with influential personalities.
  • Social Reporting:
    • Generate custom reports for social media audits quickly and efficiently.
    • Access complete social media data for in-depth analysis and reporting.
    • Visualize key metrics and trends to track social media performance over time.
  • Social Listening:
    • Monitor online brand health effortlessly with sentiment analysis.
    • Track mentions across millions of sources to gauge brand visibility.
    • Gain insights into customer perceptions and sentiment towards your brand.

Remember, it’s not just about monitoring your brand. It’s about understanding the entire landscape, including what areas your competitors might be struggling with.

With the right tools like Rival IQ, you can track conversations across social networks, blogs, and websites in real-time.


Imagine that you’re launching a hashtag campaign. You want to know how it’s performing, right? With Keyhole, you can track the impact of your hashtags in real-time. Statistics show that campaigns using Hashtag Analytics see a significant increase in engagement. For instance, posts with at least one hashtag average 12.6% more engagement than those without.

Keyhole’s dashboard gives you a clear view of your social media landscape. You can monitor all accounts and posts as they happen and use the data to optimize your posting schedule. Here’s what you can track:

  • Total number of posts using your hashtag
  • The engagement rate for those posts
  • Total reach and impressions generated

Remember, the insights you gain from real-time tracking can help you make quick adjustments to your strategy, ensuring your campaign stays on the path to success.

Keyhole isn’t just about tracking; it’s about understanding your audience and how they interact with your content. By analyzing popular topics and sentiments, you can refine your approach to resonate more deeply with your followers.


It’s evident from the exploration of the changing social media analytics tool ecosystem for 2024 that monitoring and evaluating competition and brand performance has never been more important or complex. Each platform offers distinct advantages to empower marketers, from Hootsuite Analytics’ extensive monitoring capabilities to Sprout Social’s in-depth insights, Brandwatch’s potent data visualization, Rival IQ’s competitive benchmarking, and Keyhole’s real-time tracking. The most important lesson is to select a tool that fits the unique requirements and ambitions of your brand. Recall that using the proper analytics tool involves more than just gathering data; it also entails turning that data into insights that can be put to use in making strategic decisions and encouraging meaningful involvement. Make use of these superior analytics tools to stay ahead of the curve, improve your brand’s social media presence and keep a pulse on the ever-evolving digital conversation.

Frequently Asked Questions

What’s the difference between digital marketing and social media marketing?

Digital marketing encompasses various online strategies like SEO, email marketing, and paid ads across digital channels. In contrast, social media marketing focuses explicitly on using platforms like Facebook and Instagram for brand promotion and engagement. Digital marketing is broader, covering all online tactics, while social media marketing targets social platforms for audience interaction and brand visibility.

What are the critical features of Hootsuite Analytics for tracking brand performance?

Hootsuite Analytics offers a comprehensive dashboard that allows users to track and analyze performance across multiple social networks. It provides insights into engagement, audience demographics, and content performance, helping brands optimize their social media strategy.

How does Brandwatch help with brand monitoring?

Brandwatch harnesses consumer intelligence to provide brands with the ability to monitor online conversations and sentiment. It offers features like sentiment analysis, trend tracking, and influencer identification, which are crucial for understanding brand reputation and consumer behavior.

Can Rival IQ help me understand my competitors’ social media strategies?

Yes, Rival IQ provides competitive benchmarking and social listening tools that allow you to analyze your competitors’ social media presence. It helps you track their performance, understand their content strategy, and identify trends that can inform your social media tactics.

Author Bio:

By Vikramsinh Ghatge, Director of Marketing & Business Development at TechDogs

A seasoned Marketing and Business Development professional with a knack for transforming digital landscapes. Currently steering the helm at, I’ve been instrumental in catapulting the brand into a globally recognized digital technology publisher. My forte lies in crafting comprehensive marketing strategies that encompass everything from content marketing to performance marketing. I’m passionate about leveraging data to make informed decisions, which has been key in optimizing ad monetization and diversifying revenue streams.

Before TechDogs, I honed my skills at Anibrain Digital Technologies and The Predictive Index, where I led high-performing teams and orchestrated marketing campaigns and business development that significantly increased client acquisition and retention. My leadership style is rooted in mentorship and collaboration, fostering environments where innovation thrives. Whether it’s breaking new ground in digital advertising or pioneering innovative approaches to grow organic traffic, I thrive on challenges and look forward to opportunities where I can make a significant impact. Let’s connect if you’re interested in discussing marketing strategies, digital transformation, or potential collaborations.

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