Marketing with data

If you’re running social media campaigns in 2025, you’re not just creating content; you’re playing a data game.

Every like, comment, click, and share tells a story. Nevertheless, without the right tools, you’re just guessing. That’s why smart brands rely on social media analytical tools to track performance, understand audiences, and make data-driven decisions. Let’s explore the best tools out there, because working blind is no longer an option.

Want to grow smarter and faster? Discover the best social media analytical tools to track performance, boost engagement, and make better decisions.

Why Social Media Analytics Matter More Than Ever

Data is power, especially in influencer marketing.

You need to know:

• What content performs best
• Who your audience is
• When and where to post
• Which creators drive results

Without this insight, you could waste money on the wrong influencers or content strategies.

Most importantly, analytics help you measure ROI, track growth, and refine campaigns in real-time. Therefore, having the right tools in your corner isn’t optional—it’s essential.

Sprout Social — Powerful, Polished, and Built for Teams

Sprout Social is a top-tier tool used by marketing professionals and agencies around the world.

It offers:

• In-depth audience analytics
• Content performance tracking
• Team collaboration tools
• Customizable reports
• Competitive benchmarking

You can track multiple platforms like Instagram, Facebook, Twitter, LinkedIn, and TikTok in one dashboard. That means less switching between apps and more time making decisions.

Why it stands out: Its clean interface and robust reporting features are perfect for growing brands that want clarity and control.

Hootsuite Analytics — A Classic That Still Delivers

Hootsuite isn’t new, but it’s still one of the best all-in-one tools out there.

Besides scheduling content, it gives you:

• Performance summaries across platforms
• Post-by-post analysis
• Campaign tracking
• Custom reporting templates

Because of its wide range of integrations, it works well for businesses that run multiple social channels at once.

Bonus: You can set alerts when metrics dip or spike, helping you act fast.

Iconosquare—Ideal for Instagram and TikTok Analytics

If you’re heavily invested in visual platforms like Instagram and TikTok, Iconosquare is a must-have.

It focuses on:

• Visual performance metrics
• Follower growth insights
• Engagement rate tracking
• Posting time suggestions

It’s perfect for brands working with UGC creators or visual influencers, especially in lifestyle, fashion, or beauty.

Most importantly, it gives you detailed reports you can download and share with clients or team members.

Google Analytics + UTM Tracking — Don’t Forget the Basics

While not strictly a social tool, Google Analytics helps track how social traffic behaves on your website.

Use it to see:

• Which platforms bring the most traffic
• What actions visitors take on your site
• How your content drives conversions

Pair this with UTM parameters, and you’ll understand exactly where clicks are coming from and which posts drive results.

Tip: If you run influencer campaigns, generate unique UTMs for each creator. That way, you can measure individual impact with precision.

Keyhole — Real-Time Hashtag and Influencer Tracking

Keyhole focuses on real-time analytics, making it ideal for:

• Tracking brand mentions
• Following hashtags
• Measuring influencer performance
• Monitoring competitor content

This is especially useful during live campaigns or big product drops. You don’t need to wait days to know what’s working; you see it immediately.

As a result, Keyhole is often used for crisis management, campaign tracking, and influencer validation.

Brandwatch — Advanced AI-Powered Insights

Brandwatch is for brands that want more than surface-level data. It pulls deep insights from:

• Social conversations
• Sentiment analysis
• Competitor benchmarking
• Influencer tracking

Although it’s on the pricey side, its AI-powered tools help brands predict trends, not just react to them.

Therefore, it’s ideal for big teams or brands in fast-moving industries like tech, politics, or fashion.

Socialbakers (now Emplifi) — Built for Social + Customer Experience

Socialbakers, now part of Emplifi, goes beyond just numbers. It helps brands understand how social fits into the overall customer experience.

It offers:

• Influencer discovery
• Content optimization suggestions
• Cross-platform performance analytics
• Audience segmentation

If your brand cares about storytelling and human connection, not just clicks, this platform offers a balanced view of both content and community.

Native Platform Insights (Instagram, TikTok, Twitter, etc.)

Don’t overlook built-in tools. Each platform gives you free access to performance metrics like:

• Impressions
• Engagement
• Audience demographics
• Reach

While not as advanced as third-party tools, they offer reliable, real-time data, and they’re free.

Besides that, they help new brands get started with no upfront cost.

Choosing the Right Tool for Your Brand 

Not all tools are built the same. When picking your stack, consider:

• Your platform priorities (e.g., TikTok vs LinkedIn)
• Your team size and budget
• The metrics that matter most (e.g. engagement vs traffic)
• The level of customization you need in reports
• Whether you work with influencers or do all content in-house. 

If you run influencer campaigns regularly, you’ll need tools that offer both creator performance tracking and campaign ROI insights. That’s where Aktivate comes in.

Final Thoughts: Data Should Drive Every Social Decision

You can’t manage what you don’t measure. The best social media analytical tools don’t just show numbers; they help you act smarter and faster. Whether you’re building your brand, working with creators, or running global campaigns, having the right tools can be the difference between growth and chaos. At Aktivate, we understand how important that is.

That’s why we help brands discover top African influencers, manage campaigns, and track performance—all in one place.

Ready to run data-driven campaigns with ease?

Book a demo session with Aktivate today and start working with creators who actually move the needle.