16 Social Listening Tools Every Marketer Should Know

Dive deeper into what people think about you — and your competitors.

Written by Hal Koss
16 Social Listening Tools Every Marketer Should Know
Image: Shutterstock
Matthew Urwin | Jan 18, 2024

Social listening is all about putting a spotlight on the conversations, trends and keywords relevant to your brand. It involves analyzing audience sentiments and learning what people say about you and your competitors.

In short, social listening allows brands to keep tabs on their reputations, stay ahead of potential crises, detect what’s going viral and gather intel on the trends and topics customers care about — all of which can be folded into their larger marketing campaigns and business strategies.

Lots of tools are available to help marketers automate and streamline these tasks. Below we rounded up 16 you should know about.

Social Listening Tools

  • Keyhole
  • Sprout Social
  • Hootsuite
  • Brand24 
  • Brandwatch
  • Mention 
  • Talkwalker 
  • Agorapulse
  • Awario 
  • Buzzsumo


16 Top Social Listening Tools


As its name suggests, Keyhole offers marketers a focused view of the conversations they need to keep track of. This platform crawls social media channels and collects data, organizing it into at-a-glance views of audience insights, sentiment analysis, engagement metrics and influential users. You can use it to learn all about your followers — and the followers of your competitors — and incorporate those findings into future campaigns.

Platform: Facebook, Instagram, X, YouTube, TikTok, LinkedIn 

Price: Choose from one of three tiers and if you want to be billed monthly or annually, at a reduced rate. Starts at $79/mo. for basic suite and increases to $249/mo. for professional package. Request a quote for customizable campaign suite. Anyone can sign up for a seven-day free trial.


Sprout Social

Marketers use Sprout Social to perform audience analysis, as it gives them tools to explore consumer preferences and attitudes and track conversations with customers over time. It also surfaces audience demographics and flags potential influencers that savvy brands may want to leverage in future campaigns. In addition, Sprout Social lets you keep tabs on your brand’s share of voice in relevant industry conversations and track the topics your customers care about.

Platforms: Facebook, Instagram, X, TikTok, Pinterest, LinkedIn, YouTube, Shopify, Reddit 

Price: Select one of four packages, including standard ($249/mo. per user), professional ($399), advanced ($499) and enterprise (contact for pricing). Users can sign up for a 30-day free trial.



While Hootsuite is commonly used for scheduling and publishing social media posts, it offers additional features for social listening as well. For instance, it keeps a close eye on customer comments, alerting you of any unusual spikes in brand sentiment; it notifies you about the online activities of your competitors; and it equips you with a personal AI sidekick for a hand in spotting up-and-coming trends, pre-viral hashtags and relevant conversations among your customer segments.

Platforms: Facebook, Instagram, X, TikTok, YouTube, LinkedIn 

Price: There’s a free plan, but to access more features, select one of three tiers — professional ($99/mo.), team ($249/mo.) or a customizable enterprise plan. You can sign up for a 30-day free trial.



Companies use Brand24 to manage their online reputations, track competition and monitor media. The tool automatically performs sentiment analysis on social mentions, providing a quick read on how customers are feeling about your brand. It also lets you set up alerts for keywords (and other brands too) and track hashtags, which can be useful for influencer sourcing.

Platforms: X, Facebook, Instagram, YouTube, Spotify, LinkedIn, Reddit, Telegram, TripAdvisor, AppStore, TikTok

Price: Four pricing tiers of $79, $149, $199 and $399 per month. Allows for a 14-day free trial.



Brandwatch, which bills itself as a digital consumer intelligence platform, appears to be geared toward agencies and larger marketing departments. Reviews say it’s very customizable, but comes with a bit of a learning curve. Companies use it to stay on top of what people are saying about them online; monitor publications, social feeds and influencers; and conduct competitive analysis and market research.

Platforms: Facebook, YouTube, WhatsApp, Instagram, TikTok, X, LinkedIn, Reddit 

Price: Contact company for pricing.



With Mention, marketers can create customizable dashboards and data visualizations to streamline all their social listening activities. They can use filters to surface key conversations and gauge audience sentiments, and get notified when specific keywords are mentioned on review websites or in blogs, social feeds and forums. Mention also lets users quickly generate insights and reports from all the data it gathers, making it easy to share with team members.

Platforms: Facebook, Instagram, TikTok, X, YouTube, Pinterest 

Price: Breaks down into four packages — solo, which is $41/mo. ($49/mo. if billed monthly) pro ($83/$99), pro plus ($149/$179) and company (customizable). Mention offers a 14-day free trial.



With Talkwalker, you can monitor brand mentions across just about every social network, and keep a close eye on relevant chatter that’s happening on blogs, forums and news sites. The tool lets you measure your brand’s health and take the emotional temperature of your audience too. It also comes with trend prediction charts, virality maps, crisis dashboards and image recognition capabilities, so if someone publishes a post on Instagram featuring your logo — even if they don’t mention your brand name — you’ll be notified about it. It’s a pricey product, relative to others on this list, but you can use its Google Alerts alternative for free.

Platforms: Facebook, Instagram, X, Ebay, LinkedIn, Pinterest, Reddit, Twitch, Vimeo, YouTube 

Price: Contact company for pricing.



Like many social tools, Agorapulse lets you draft, schedule and publish posts, as well as manage comments and messages. Beyond that, it offers social listening capabilities, allowing you to create alerts for trends, hashtags and key influencers. It also comes with the ability to generate brand-related search results, surfacing conversations you may want to jump into.

Platforms: Facebook, TikTok, Instagram, X, Pinterest, LinkedIn, YouTube 

Price: Several plans, with monthly or annual billing options, which range from $79/mo. for small teams and solo operators to $119/mo. for enterprise accounts. A 30-day free trial is available.



This social listening tool gives brands insights about their customers, competitors and popular online conversations by crawling the web for relevant keywords, mentions and discussions. Awario also lets you set up super-specific keyword alerts with Boolean search. Plus, you can measure share of voice and compare your brand’s buzz with that of competitors across demographics and locations.

Platforms: Instagram, X, Facebook, YouTube, Vimeo

Price: Awario has three pricing packages, with options for monthly or annual billing, ranging from $29/mo. to $249/mo. You can try it with a one-week free trial.



Buzzsumo gives marketers the tools they need to carry out competitive analysis, receive timely industry updates, attend to brand mentions and analyze customer sentiment. Among the features included are customizable feeds for different topics and ways to set up alerts for keywords and relevant journalists and bloggers. Buzzsumo also provides tools to help source influencers on various social media platforms.

Platforms: Facebook, X, Instagram 

Price: Four pricing tiers, with monthly or yearly billing, starting at $159/mo. (billed annually) or $199/mo. (month to month). Goes up to $499+ for custom solutions. A 30-day free trial is available too.



With Digimind, you can stay informed about relevant conversations taking place on social channels and in online publications. You can even view your social mentions with user sentiment automatically attached to each one. Digimind also gives you insight into what people are searching for on Google as it relates to relevant topics, your brand and competitors. And it comes with data visualization tools for quick analysis, and the ability to generate reports.

Platforms: Facebook, X, Instagram 

Price: Contact company for pricing.

Further ReadingWhat Does a Social Media Manager Do?



Among its media suite, Meltwater offers social listening and analytics tools that enable marketers to set customized alerts, track brand mentions across a range of sources and glean insights from automatic reports. The platform comes with no data caps, allowing teams to simultaneously research multiple competitors. Marketers also have access to 15 months of historical data, so they can study how brand-related trends have changed over time.   

Platforms: Facebook, Instagram, X, YouTube, Reddit, LinkedIn, Twitch, Pinterest, WeChat 

Price: Contact company for pricing.



Synthesio is an audience intelligence platform that offers tools for marketers to “keep pace with the enduring shifts in consumer conversation surrounding your brand.” To do this, it uses something called a trend detector, which identifies viral content and spotlights noteworthy consumer interests and associations. Using Google’s BERT technology, it can strain out irrelevant mentions (like spam and job postings) from your data set, so you’re only seeing the brand mentions that should affect your decision-making. Marketers can also use Synthesio to analyze campaigns and competitors and track audience sentiment.

Platforms: Facebook, Instagram, X

Price: Contact company for pricing.



Iconosquare’s platform comes with a slate of social listening features that provide in-depth analyses to help marketers fine-tune their strategies. Teams can stay updated on the latest industry trends, monitor relevant hashtags and review their findings in automated reports. The platform also provides user-friendly tables for competitive analysis, revealing areas where brands can improve. In all, Iconosquare lets users follow up to 10 hashtags and 10 competitors at the same time. 

Platforms: Instagram, Facebook, X, LinkedIn, TikTok 

Price: Choose between annual or monthly payments. The plans are broken into single, which is $49/mo. when paid annually or $59/mo., teams ($79/$99) and custom. Users can start a 14-day free trial before selecting a plan.



Sentione offers several features, including chatbots, customer service automation and, of course, social listening. The tool lets you monitor brand mentions and crawl the web for hyper-targeted keywords, giving you the option to set up alerts and automate reports along the way. You can also use Sentione to mine for customer demographic information, track brand sentiment and conduct research on your competitors.

Platforms: Facebook, Instagram, Threads, X, Tiktok, Pinterest, YouTube, LinkedIn 

Price: The team plan is $300/mo. The price for the enterprise plan is available upon request. Users are encouraged to book a demo.



Emplifi (formerly Socialbakers) is a social intelligence platform that gives marketers an overview of what people are saying and how they feel about their brands, as well as how competitors stack up in those regards. To do that, it automatically employs sentiment analysis for brand mentions and conversations. The platform can also alert marketers of spikes in online activity, organize social data with over 20 filters and present that data in 12 predefined views for added convenience.  

Platforms: Instagram, X, TikTok, YouTube, LinkedIn, Facebook 

Price: Contact company for pricing.


Frequently Asked Questions

Social listening refers to tracking and analyzing online conversations surrounding a company’s brand, competitor brands and broader industry trends. By staying on top of these developments, marketers can tailor their marketing strategies to capitalize on growth opportunities, improve their products, avoid future PR crises and serve their businesses in other ways.

An example of social listening is marketers analyzing online conversations and seeing customers offer negative feedback on a company product, claiming it’s confusing to use. Marketers may then provide insights to the product team on how to make the product more user-friendly and create how-to videos to ensure customers have better experiences with the product.

Social listening tools do the work of analyzing online conversations for marketers. After being fed keywords, these tools can track and compile relevant posts, along with the online sources they were shared on originally. This speeds up social listening analysis, enabling marketers to more quickly determine trends and adjust their strategies accordingly.

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