Hashtags used to be simple: Just add a pound sign in front of a keyword and hope it trends. But times have changed, and their role and importance has evolved. Marketers need to use them more strategically, which is why hashtag analytics is a non-negotiable.
Today, hashtags fuel discoverability, engagement, and virality. The right hashtag can boost reach, find your audience, and ride trending waves. But the wrong one leads you to dead air — no clicks, no ROI.
Hashtag analytics via social listening cuts through the noise so you can focus on what actually works. Here’s how you can find the best hashtags that get traction.
Contents:
What Is Hashtag Analytics?
Why Hashtag Analytics Matters in 2025
Key Metrics to Track in Hashtag Analytics
How to Analyze Hashtag Performance
Top Tools for Hashtag Analytics
How to Use Hashtag Insights Strategically
Common Mistakes to Avoid
FAQs About Hashtag Analytics
Turning Hashtag Data into Strategy
What Is Hashtag Analytics?
Hashtag analytics: The process of tracking and analyzing data related to hashtag performance on social media platforms.
General social media analytics focus on a broad range of metrics (think follower growth, post engagement rates, etc.). It’s a closer look at the bigger picture.
Hashtag analytics are different. They collect metrics like reach, engagement and how often they’re used. This gives marketers a bird’s eye view of how certain hashtags perform.
Without this specific data, you could be missing chances to grow, connect, and convert.
Why Hashtag Analytics Matters in 2025
Hashtags are still one of the fastest ways to get discovered on social media. Users click on hashtags to see similar content using those same hashtags, which signals high interest and intent.
Platforms like TikTok and Instagram are flooded with content, and users have shorter attention spans than ever. Hashtag analytics helps you hook the right users by pinpointing which tags actually drive engagement, not just impressions.
For marketers, a hashtag tracker equals real-world results. Monitor campaign hashtags to:
- Track how a new product is resonating
- Measure sentiment after a press event
- Test the timing of seasonal promotions
- Find words or phrases that spark the most interaction
Hashtag data turns guesswork into game plans. They aren’t there to decorate your posts, but rather to help you get discovered and engage your audience. This is only possible when you use the right hashtags, and without data, you’re just throwing spaghetti at the algorithm.
TIP: Check out our blog on the Best TikTok Hashtags for more views, including our Hashtag Hero AI assistant to help you generate the best hashtags for your posts!
Key Metrics to Track in Hashtag Analytics
Whether you’re using Facebook, TikTok, LinkedIn, or Instagram hashtag analytics, there are a few key metrics to pay attention to:
- Reach: Number of unique users who saw the hashtag
- Impressions: Total number of times the hashtag was seen
- Engagement rate: The total number of likes, shares, comments, or clicks on posts using the hashtag
- Sentiment analysis: The tone or connotation associated with the hashtag
- Audience demographics: The type of user who interacts with the hashtag (e.g., age, gender, location, interests)
- Trend time: How long the hashtag has been popular (or how its popularity has changed)
Together, these metrics give you a comprehensive idea of what’s working on social media and help you choose better hashtags for your campaigns.
How to Analyze Hashtag Performance
Whether you’re tracking a single hashtag on Instagram or trying to find a collection of hashtags to use across multiple channels, the process looks similar.
Here’s a quick breakdown of how to analyze hashtag performance:
1. Choose your hashtags
If you already have some hashtags in mind, start with those.
Or, you can check out competitors’ content to see what hashtags they’re using. Do the same for influencers in your niche.
Plug those into an Instagram hashtag analytics tool or something similar to start generating data.
2. Review performance over time
Look at specific metrics for each hashtag, such as reach, impressions, engagement, and frequency of use. Timeliness is key here, as you don’t want to use hashtags that are no longer relevant or popular.
3. Check the context of the hashtag
Not all hashtag meanings are straightforward. Case in point: the infamous #WhyIStayed hashtag used by DiGiorno.
The pizza brand used this hashtag to promote pizza, not knowing it represented domestic violence victims.
Check to see who else is using the hashtag and how they’re using it. For example, is it crowded with irrelevant content? Dominated by big accounts? Being used in a completely different way than it sounds?
Ideally, the hashtag should match your audience and niche.
TIP: For information on how to leverage trending hashtags without any unfortunate mix-ups, check out our Ultimate Guide to Trendjacking!
4. Compare hashtags across posts
Hashtags can be A/B tested. See how your content performs with different hashtags. If posts using one hashtag consistently get more saves and shares than other posts with different hashtags, that’s a signal.
5. Repeat and refine
Keep tracking your hashtag analytics to find better performers and drop the ones that aren’t pulling their weight. Regular testing will help you get ahead (and hopefully stay there).
Setting measurable goals can help you find those golden nuggets more easily. For example, do you want to drive more clicks to your link in bio? Increase reach by 20%? Clear benchmarks help you act on the data, rather than just collect it.
Top Tools for Hashtag Analytics
You could analyze hashtags the old-fashioned way, manually tracking likes, comments, and shares. Or, you can use a dedicated Instagram hashtag tracker or similar tool to do it for you.
Manual methods might work for small campaigns. But if you’re managing multiple hashtags across platforms, you need something more heavy duty.
Here are some of the top tools for the job.
| Solution | Features |
|---|---|
| Meltwater |
|
| Brand24 |
|
| Sprout Social |
|
| Keyhole |
|
Meltwater
Meltwater is built to provide your organization with digital media intelligence at scale, and its hashtag tracking is robust. It gives you access to real-time and historical data across multiple news sources and social platforms, including hashtags analytics on Instagram, LinkedIn, Twitter/X, Facebook, and others. You can track volume, reach, sentiment, and influencer engagement tied to specific hashtags.
AI-driven insights help surface trends before they go mainstream. The platform includes built-in features like sentiment analysis, share of voice, and social listening so you can see how your audience is using hashtags.
Brand24
Brand24 is a helpful analytics tool for smaller teams or agencies who want serious data. Its hashtag tracking feature lets you track the number of mentions, analyze sentiment, and identify key conversations around your hashtag.
The platform automatically tracks brand mentions and related hashtags your audience uses. You can also manually search for hashtags and track performance across multiple channels, like Instagram, Facebook, and Twitter.
See who’s using the hashtag, which may help you find influencers, fans, or even critics who are shaping the conversation.
Sprout Social
Sprout Social pairs a simple user interface with hashtag analytics, giving you a clear idea of which hashtags perform the best. It tracks hashtags on Twitter and Instagram to find frequently used hashtags and gives context into how they’re being used.
Sprout Social’s platform also includes an inbound hashtag analytics option. When users engage with you and use a hashtag in their response, you can tag the post to learn how they’re using hashtags in relation to your brand.
Keyhole
Keyhole brings hashtag analytics across multiple platforms to a single dashboard. It visualizes hashtag data so you can make sense of engagement metrics, demographics, and influencers faster and easier.
The platform delivers side-by-side analysis so you can optimize your content strategy across platforms. It also includes machine learning to predict which hashtags will help you hit the mark.
How to Use Hashtag Insights Strategically
Whether you’re strictly using Twitter analytics or need hashtag data for broader campaign uses, your next priority is to act on that information. Here’s how you can put your insights to work:
- Spot trending hashtags early. Look for spikes in usage and engagement so you can ride the wave before it becomes oversaturated.
- Refine campaign targeting and timing. Use the data to time posts and maximize reach.
- Track branded hashtags for real-time feedback. This helps you catch user-generated content and customer feedback you can amplify or respond to.
- Keep an eye on competitors. See which competitor tags are gaining attention and how their audience is responding, which can help you find gaps and new trends.
Common Mistakes to Avoid
Even with a good hashtag analytics tool, your hashtag strategy can still flop if you’re not careful. Here are some of the most common (and costly) mistakes to avoid:
- Overloading posts with irrelevant hashtags: Doing this can give off spammy vibes and tank engagement.
- Ignoring context and sentiment: Without checking the context, you risk hijacking a serious or controversial conversation and damaging your brand’s reputation.
- Chasing vanity metrics: Don’t fall into the trap of using popular hashtags that boost views but lead to zero clicks, shares, or conversions.
FAQs About Hashtag Analytics
Consult our FAQs below or our Hashtags Handbook for more insights into using hashtags.
What is hashtag analytics?
Hashtag analytics is the process of tracking and measuring hashtag performance across various social media platforms.
Why is hashtag analytics important for social media marketing?
It helps you understand which hashtags drive reach, engagement, and visibility so you can optimize content and improve results.
How do you analyze hashtag performance?
Track metrics like impressions, reach, engagement rate, and usage trends via a hashtags analytics tool.
What are the best hashtag analytics tools?
Top tools include Meltwater, Brand24, Keyhole, and Sprout social for real-time insights.
How do I find trending or relevant hashtags for my brand?
Use analytics tools to monitor industry trends, competitor tags, and audience conversations. Look for high engagement and niche relevance.
Can hashtag analytics improve campaign ROI?
Yes! Finding high-performing hashtags helps you increase visibility, target the right audience, and boost campaign effectiveness.
How can I measure hashtag reach and engagement?
Use hashtag analytics tools like Meltwater to track how many users saw the hashtag (reach) and how they interacted with related content (likes, comments, shares).
Turning Hashtag Data into Strategy
Hashtag analytics shows you the why behind the what. You’ll gain a better idea of which hashtags to use that connect directly to your audience and goals, minus the guesswork.
Meltwater powers your hashtag strategy with social listening technology that lets you see everywhere, all at once. It collects billions of data points in real time across the widest range of social media and digital platforms, then distills it into usable insights that will level up your social presence.
Learn more when you request a demo by filling out the form below!
