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30+ Twitter Tools (or X Tools) for Marketing Pros




Maybe you see yourself as a proud minimalist in the Twitter marketing world. But the truth is, a brand can’t reach its full potential on Twitter’s native client alone. You need Twitter tools.

If you really want to grow your Twitter account (and why the heck wouldn’t you?!), embracing third-party tools isn’t just recommended… it’s essential.

There’s a whole spectrum of Twitter tools out there (many of them free!) just waiting to help you reach your social media goals.

Bonus: Download the free 30-day plan to grow your Twitter following fast, a daily workbook that will help you establish a Twitter marketing routine and track your growth, so you can show your boss real results after one month.

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Twitter tools for analytics

Hootsuite Analytics

If you’re already here having a blast on the Hootsuite Blog then you probably are already familiar with the super-cool features of our in-house analytics tool, but may we brag for a moment anyways?

Hootsuite Analytics is a social media analytics tool that lets you easily track the performance of your Twitter channel (and all your other social accounts, too!) so you can replicate what works and get more engagement. Hootsuite Analytics also makes it easy to create custom reports to showcase your results to your boss and share insights with your team.

Hootsuite Analytics brand awareness page impressions and reach

Track metrics like reach, engagement rate, impressions, likes, plays, shares, clicks, and saves so you can quickly measure your progress toward your goals in real-time. You can even set up custom boards that give you an overview of your most important metrics at a glance over a select period of time.

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With Hootsuite Analytics, you can also find out when your audience is online, get personalized recommendations for your best times to post for each of your accounts, and access industry benchmarks.

Pro tip: Hootsuite Analytics is available to Pro and Team plan users and meets the needs of most small social media teams. Business Plan users and above have access to more custom analytics solutions, including Insights by Brandwatch and Hootsuite Impact.

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Brandwatch is a digital consumer intelligence platform that gives historical and real-time data relevant to you and your brand.

It analyzes images to recognize figures that you might care about and can compare the interests of different groups in your audience.

Brandwatch starts at $1,000 per month, and it’s ideal for folks who are all about the numbers—it’s very data-heavy, as opposed to visual.

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Hootsuite offers a free Brandwatch integration for all Enterprise and Business plan users called Insights. It is a key feature for customers who are serious about social listening.

Brandwatch insights total mentions and volume over time

Twitter tools for competitive analysis


Statsocial empowers marketing initiatives by providing a wealth of information: you’ll get comprehensive market data sourced from a database of 300 million (!) individuals.

Through Statsocial, you’ll easily identify influential figures within your industry and gain insights into your audience’s interests. Statsocial also enables you to specifically target individuals through surveys, letting you gather valuable feedback and tailor your approach accordingly.

Pro tip: Statsocial is free through Hootsuite.

Statsocial insights and overview audience

Source: Statsocial

Hootsuite Industry Benchmarking tool

Not everyone knows this, but with Hootsuite Analytics, you can easily do a little social media benchmarking. Find out how others in your industry are doing on social and compare your results with just a few clicks.

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Just sign in to your Hootsuite dashboard and head to Analytics, and then scroll to Benchmarking and click Industry. From here, pick the industry that best describes your business and see how your results compare to average performance stats within your industry.

Hootsuite Industry Benchmarking tool

You can set up custom timeframes and look up benchmarks for metrics like audience growth rate, engagement rate, profile impressions, and more. Plus, if you need to present your results to your team, boss, or other stakeholders, you can easily download your comparison report as a PDF file.

Twitter tools for identifying leads


LeadSift is a powerful tool that locates potential leads on Twitter and categorizes their intent, whether that’s “purchase,” “churn,” or “seek assistance.”

This app diligently scans millions of conversations to identify both direct and indirect leads, assigning them a lead rating for your convenience. Swiftly filtering through this wealth of data makes it quick and easy to pinpoint hot leads and effectively engage with users.

A Leadsift Hootsuite integration is available free for Enterprise users (it’s just $7.99 for everyone else).

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Adobe Marketo

Marketo is technically a marketing automation platform, but where it really excels is in lead management. The tools here are triggered by customer events to turn mentions into action. It’ll also give you real-time behavioral and demographic data to help you predict a lead’s next move.

See also  Engagement Rate Calculator + Guide for 2023

Marketo sales insight

Source: Marketo

Marketo coordinates email, social, paid media and more into one central hub, and helpfully integrates with Hootsuite. Via Hootsuite, you can enrich your leads with social activity, and drive leads through the funnel faster by manually sending their social interactions with your brand to Marketo.

Twitter tools for mentions and monitoring


Mentionlytics is keeping an eye out for your brand, scanning the web and all social for mentions of your brand, with support for monitoring keywords in all languages.

Mentionlytics Try Free Brand Monitoring

Sentiment analysis features will help detect emotion and keep you in the loop about whether you’re the talk of the town—for better or for worse. Filter by source, sentiment, country, keyword, and more… and find your top influencers in the process.

Conveniently, Mentionlytics integrates directly with your Hootsuite dashboard, too, for freeeee!

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Nexalogy is a comprehensive social media monitoring and discovery platform designed to enhance your marketing strategy. By harnessing data from various social media channels, the software provides valuable insights that can inform your decision-making process.

One key Nexalogy feature? Its ability to extract informative summaries from images encompassing objects, foods, events, and people. The platform also offers an interactive timeline that allows you to visualize the peak activity periods of users. (This feature proves particularly useful for identifying crises in both political and business contexts, allowing you to catch a social media scandal before it goes too far.)

Nexalogy social media monitoring terms hashtags and words

Source: Nexalogy


Cloohawk serves as your dedicated Twitter watchdog, providing valuable suggestions for enhancing engagement and fostering growth. It also acts as your personal Tweet doctor (dogtor?!), diagnosing any issues and prescribing effective remedies to improve your Twitter presence.

The “hacks” suggested by Cloohawk might include using appropriate hashtags, sharing trending stories, or reposting your own previous posts. By implementing these recommendations, you can optimize your Twitter performance and achieve your desired goals.

Bonus: Cloohawk’s bot will auto-retweet anything deemed relevant to your brand.

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Hootsuite offers a free Cloohawk integration for all users.


Formerly known as Tweetsmap, this is a great visual tool to help you understand exactly what your Twitter audience is talking about, segmented by location or demographics.

Fedica visual tool Twitter audience occupation age gender

Source: Fedica

You can also curate and analyze any Twitter lists or users and research trending topics around the globe. (And you can get a free Hootsuite integration that works right in your dashboard!)

Hootsuite Streams

Want to keep an eye on your competitors, stay engaged with relevant online conversations, and protect your brand’s reputation on Twitter? Hootsuite Streams can help you do all that — and more.

Hootsuite Streams is a social listening and monitoring tool for Twitter and your other social accounts. It allows you to create custom feeds with Tweets relevant to your business. You can filter posts by account, keyword, hashtags, and even location.

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Hootsuite Streams social listening and monitoring for Twitter

Set up a stream that aggregates your biggest competitor’s posts and one that follows a hashtag that’s trending in your industry. Streams display posts along with public comments and reactions, helping you effortlessly keep up with important conversations happening in your industry.

Hootsuite Streams can also help you spot potential brand crises early and protect your online reputation. By keeping track of brand mentions, you can better understand your brand sentiment, easily collect valuable feedback, and step in before conversations get heated.


Talkwalker may have the world’s largest social data library, and promises to help you “profit from the formidable potential of real-time consumer data.” Whoa.

Set up an account (it also integrates with Hootsuite for free) and let the Talkwalker robots deal with keeping up with all your Twitter mentions and industry conversations. You can also use Talkwalker to monitor media conversations about competitors (both owned and earned).

Talkwalker Dove Keep the Grey campaign Tweet map

Source: Talkwalker

Tag, assign, and respond to mentions that Talkwalker pulls up, whether they’re years old or happening in real-time. Advanced analytics report on potential reach, sentiment tone, emotion, and volume of engagement.

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Twitter tools for timing

Hootsuite Post Scheduler

While our article about the best times to post on social media is a great starting point for timing your Twitter posts, Hootsuite’s Best Time to Publish feature (found under Analytics) will give you an even more specific, personalized suggestion.

Hootsuite Post Scheduler

These recommendations are based on your past performance and tailored to your unique audience and their activity patterns on Twitter. The Best Time to Publish tool also breaks down different suggested times for specific goals — are you trying to drive traffic, or build awareness?

See also  2023 Social Media Image Sizes for All Networks [CHEATSHEET]

This allows you to match each piece of content to specific business goals and optimize your posting schedule for maximum effectiveness. (And score big points with your boss. Just saying.)

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Twitter tools for Twitter chats

Hootsuite Inbox

With Hootsuite Inbox, you can bridge the gap between social media engagement and customer service — and manage all of your Twitter messages in one place.

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From private messages to mentions to emoji reactions, the all-in-one workspace makes it easy to track the history of any individual’s interactions with your brand on social media, add notes to customers’ profiles, handle messages as a team, or automate message routing.

Hootsuite Composer

With Hootsuite Composer, you can create and schedule all of your Tweets in one place, with access to helpful content creation tools in the process — for instance, a built-in Grammerly Pro app for engaging, typo-free captions or the Canva integration that gives you immediate access to post templates and advanced editing tools.

Once your posts are scheduled, you can review and edit them from a single calendar view that gives you a bird’s eye view of your content plan.

Twitter tools for images


It’s no secret that Canva is a design-savvy social media manager’s BFF. This user-friendly graphic design tool has completely transformed the way many of us create content, which is precisely why we’ve permanently integrated Canva into the Hootsuite dashboard. (Believe it or not, Canva templates are seamlessly built right into Hootsuite Composer).

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Canva in Hootsuite Composer

Make a Meme

Sure, Make a Meme may not offer the polished and professional appearance of Canva… but there’s a specific corner of the internet that adores the haphazard style of early aughts meme culture (lolcat is back, y’all). And Make a Meme lets you slap together memes at a speed that can keep up with the whiplash-inducing pace of modern Twitter (even if you haven’t studied up on our guide to creating visual content for social).

Make Better Memes search feature


If your primary goal is to edit your existing images for social media, Picmonkey is here. Owned by Shutterstock, PM offers a wide collection of stock photography that you can use to enhance your grid or inspire your campaigns.

Importantly, Picmonkey provides a range of templates for logos, banners, and thumbnails, which can be super helpful if you’re streamlining content creation across all channels. And with helpful features like a background remover, snagging product shots for your brand becomes a breeze.

Adobe Premiere Rush

For years, Adobe has been dominating the visual content editing space (“Photoshop” has become a verb for a reason). Among its latest offerings is Adobe Premiere Rush, a video editing software designed to cater to the needs of content creators.

With straightforward features and a user-friendly interface, Rush has become a fave for vloggers and marketers who aren’t aiming to produce lengthy films. As the name suggests, speed takes precedence over detail — from capturing footage to editing and sharing, Rush allows you to swiftly transform your masterpiece.

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Rush’s mobile compatibility adds another layer of convenience, earning it countless bonus points among creators who prefer working from their smartphones.

Adobe Creative Cloud Express

Designing captivating and compelling posts, videos, and stories is a breeze with Adobe Express’s selection of social-friendly templates.

It’s no secret that stunning visuals are crucial to any effective Twitter strategy in 2023, and this app stands out as one of the finest options available for editing photos and videos.

Adobe Creative Cloud Express

Source: Adobe Creative Cloud Express

This social media tool has tons of free stock images, templates, and effects.

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The basic plan is free. Premium (which includes more images, branding options, millions of stock images, and 100GB of storage space) is about $10 monthly.

(Don’t forget to check out our list of the best stock photo sites, too.)

Twitter tools to find influencers


Search for the right partner for your next big campaign with Upfluence’s powerful search tool. Whether you’re on the hunt for micro-influences or celebrities or industry thought-leaders, Upfluence helps you find and compare Twitter creators at scale. Vet creators by reviewing engagement rates, audience sizes, demographics, and more.

Upfluence search tool

And you guessed it: there’s a Hootsuite integration for Upfluence, too. Use the app to effortlessly distribute influencer content from your Upfluence account to Hootsuite.


Klear’s influencer marketing platform offers a free Twitter influencer search — explore by your industry (sports? Fashion? science?) and then use Klear to build and measure your influencer programs and campaigns.

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Klear Find Twitter Influencers

Twitter tools for trending topics

Google Trends

It’s right in the name, really: Google Trends gives you access to the latest trends across Google Search, Google News, and YouTube.

This is invaluable for understanding what people are searching for and what captures their interest in terms of reading and viewing, enabling you to create Twitter content that aligns with your audience’s existing interests.

See also  Instagram Shopping 101: A Step-by-Step Guide for Marketers

Google Trends explore what Canada is search for right now Spider Man

On the Google Trends homepage, you’ll discover a compilation of clustered topics that people are actively searching for. Explore this real-time data to generate fresh content ideas. Or, directly input search terms relevant to your brand into the tool, allowing you to delve deeper and gather specific insights.


What’s hot? What’s not? Trendspottr knows. The platform’s AI technology curates trending content across hundreds of different industries and topics. This is a great one for B2B brands, but anyone can benefit from a little market intelligence, no?

Twitter tools for following/unfollowing

Audisense Connect

Audisense promises to turn Twitter into your personal customer relationship management tool, with technology that allows you to find specific users that fit your desired demographic. You’ll also be able to mass unfollow unhelpful or spammy accounts.

Audisense Connect Twitter personal customer management tool


Circleboom’s Twitter management tool is super intuitive. Access insights about your followers and follower tracking, and use Circleboom’s suite to find spammers, fakes, and inactive accounts. Smart search tools make it easy to find new users to grow your network.

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Twitter tools for content creation

Hootsuite’s Hashtag Generator

You know that hashtags help the Twitter algorithms surface your content to the right people. But coming up with the right hashtags for every single post is a lot of work.

Enter: Hootsuite’s hashtag generator. Whenever you’re creating a post in Composer, Hootsuite’s AI technology will recommend a custom set of hashtags based on your draft — the tool analyzes both your caption and the images you’ve uploaded to suggest the most relevant tags.

Psst: Freshen up on your non-AI hashtag strategy with our guide to everything you need to know about hashtags in 2023.

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Hootsuite’s Template Library

Running low on ideas on what to post? Head to your Hootsuite dashboard and use one of the 70+ easily customizable social post templates to fill the gaps in your Twitter content calendar.

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Hootsuite Template library theme content ideas

The template library is available to all Hootsuite users and features specific post ideas, from audience Q&As and product reviews all the way to Y2K throwbacks, Twitter contests, and secret hack reveals.

Learn more about using social media post templates in Composer.


With this platform, you’ll effortlessly automate the publication of RSS feeds to your social media accounts. For instance, you have the option to configure it to automatically share your blog posts on Twitter as soon as they’re published on your blog. This streamlined process ensures that your content reaches your audience ASAP as soon as you have a new masterpiece out there in the world. (It’s about $7 a month but free with Hootsuite’s Enterprise plan.)


Grammarly is an essential tool that every copywriter and content creator out there should have in their arsenal — the kind of hero that comes to the rescue when the proper placement of “i” before “e” becomes a blurry memory.

Grammarly seamlessly integrates with platforms like Google Docs and Gmail to automatically checks your grammar and spelling. (And if you opt for the premium version, you’ll unlock additional benefits such as passive voice warnings, tone checking and suggestions, and plagiarism detection.)

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Very cool news: you can even use Grammarly right in your Hootsuite dashboard, even if you don’t have a Grammarly account yet.

Just log into Hootsuite and navigate to Composer to start composing your post. As you write, Grammarly will detect anywhere there might be room for improvement and then suggest new words, phrases, or punctuation to suit. It can even analyze your writing style and tone in real time, offering one-click edits that you can implement instantly.

OwlyWriter AI

Did you know that Hootsuite comes with OwlyWriter AI, a built-in creative AI tool that saves social media pros hours of work?

You can use OwlyWriter to write a new social media caption in a specific tone based on a prompt, generate post ideas, or repurpose your top-performing posts.

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If you’re not sure what to post, click on “Get Inspired.” Then, type in the general, high-level topic you want to address and click “Get Ideas.” OwlyWriter will generate a list of post ideas related to the topic.

Save time by using Hootsuite to manage your Twitter presence alongside your other social channels. You can run contests, share videos, schedule posts, and monitor your efforts — all from one convenient dashboard! Try it for free today.

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Do it better with Hootsuite, the all-in-one social media tool. Stay on top of things, grow, and beat the competition.

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5 B2B Social Media Marketing Tactics That Actually Work





B2B social media marketing can be an effective way for brands to build awareness, strengthen relationships, and close sales. But B2B social marketers face unique challenges when it comes to tone and content mix.

So, how do you use social tools to bring in (and keep) followers, create engagement, build brand awareness, and fill your funnel? Read on for all the tips you need to build an effective B2B social media strategy.

Bonus: Get a free social media strategy template to quickly and easily plan your own strategy. Also use it to track results and present the plan to your boss, teammates, and clients.

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B2B social media marketing is the use of social channels to market products or services to business clients and prospects. (B2B stands for business-to-business, as opposed to business-to-consumer or B2C.)

Marketers at B2C companies use social channels to reach consumers and influence purchases. Effective B2B marketing requires a different approach. B2B marketers have to think more strategically to reach business owners and decision-makers. They then nurture relationships that can lead to large purchase agreements.

All social channels can have a place in B2B marketing. But the balance and type of content will look different for a B2B social media strategy than for a consumer-focused plan.

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B2B social media success begins with a sound B2B social media strategy. Here’s how to build one for your brand.

 1. Align goals with business objectives

Just like a good B2C strategy, every B2B social media plan should answer the following two questions:

  1. What are the company’s business objectives?
  2. How will B2B social media marketing help achieve them?

But the similarities mostly end here. B2B and B2C social media marketers use social platforms for different purposes. B2C social media campaigns drive sales, while B2B social is more “top of funnel.” Social media goals for B2B marketers should likely focus on longer-term business objectives.

In fact, the top 3 overall goals for B2B companies are:

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  1. Create brand awareness
  2. Build trust and credibility
  3. Educate audiences

Generating sales or revenue comes in at number 8.

Those top three goals all contribute to social media B2B lead generation. Successful B2B marketers also use content marketing to nurture subscribers, audiences, or leads.

Our blog post on goal-setting can help you establish the right goals and objectives for your B2B social media plan.

Don’t forget to include internal objectives and goals within your plan. According to research published in the Journal of Business Logistics, social media can help account managers increase both product and competitor knowledge.

2. Know your audience

Your corporate structure probably caters to various client personas. Or, at least, different client categories.

For instance, a design firm might work for commercial, public, and residential customers. It likely has team members or verticals that specialize in each category.

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Your B2B social media marketing strategy should do the same. Focus on building fleshed-out buyer personas of your ideal customers. These will allow you to create social media content that speaks to real people.

Understanding your audience also means understanding which social channels they use. As a general rule, you should be where your customers are. Not sure where that might be? Start with the overall social media demographics. Then, dive into some audience research.

Almost all B2B content marketers (96%) use LinkedIn. They also rated it as the top-performing organic platform.

organic non paid social media platforms B2B content marketers used in last 12 months

Source: Content Marketing Institute

For paid social media posts, the picture for B2B social media platforms is similar but not identical. LinkedIn again comes out on top (78%). But Instagram outranks YouTube and Twitter (a.k.a. X) is down at the bottom of the pack.

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paid social media platforms B2B content marketers used in last 12 months

Source: Content Marketing Institute

Separate channels may also be relevant for different verticals, products, and markets. Depending on the industry and size of your business, you might want to consider:

See also  Instagram Shopping 101: A Step-by-Step Guide for Marketers

Or any other account that speaks to a specific audience within your niche. Make sure you’re delivering the information your target audience wants in the right place and at the right time.

Keep in mind that B2B social marketing will likely become even more personalized in the future. Account-based marketing (ABM) will become the norm. In ABM, sales and marketing teams work together. They personalize outreach and marketing to decision-makers at target companies.

Social media is a prime tool for ABM. For instance, social listening allows you to keep tabs on your most important prospects.

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3. Understand the competition

While you never want to copy the competition, it’s always useful to know what they’re up to. Understanding what the competition is doing helps you understand your own specific niche.

Start by benchmarking your current social media performance against your competitors. Hootsuite Analytics has a built-in benchmarking tool that shows how you stack up against others in your field.

industry benchmarking profile impressions audience growth rate and post engagement rate

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You can get an even better understanding of the competition by using social media listening to monitor their social media activities, so you can gain insights from their B2B social media examples. Such as:

  • When and how often they post
  • What kinds of voice and tone they use
  • What kind of content gets the most engagement
  • Specific customer pain points that may be unaddressed

You can use this information to guide your own social strategy. Especially before you have enough data to get meaningful insights from your own social posts. (More on that later.)

Want more details on competitor research? We’ve got a full blog post on how to conduct a competitor analysis on social media.

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4. Create a content calendar and content library

Once you understand your customers and the competition, it’s time to think about what and when you will post on social media.

First, you need to plan your content calendar: What you will post on each of your social accounts and when. Deciding on the right content mix is an important part of this step, as no one will want to follow you if all you do is promote your products. We’ve got some content ideas for you later on in this post.

A social media management platform organizes your content calendar so you can create and schedule content in advance. And 76% of the most successful B2B businesses do so.

Hootsuite’s Composer allows you to schedule all of your social media channels from one screen. You have a holistic view of your content distribution. This advance planning gives you time to use the built-in content approval workflows. Composer also recommends the best time to post on each platform based on your past performance and selected goals.

Hootsuite Composer new Twitter post Hayward School of Finance

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Hootsuite’s content library is another important feature for B2B marketers. You can use the library to store pre-approved content and brand assets.

This protects your brand identity and reputation while making life easier for all members of the content creation team.

5. Analyze and refine

​​Almost all (87%) of the most successful B2B content marketers say they measure their content performance accurately. Compare that to only 19% of the least successful.

This makes sense. How can you know how well your social content performs if you don’t measure with clear metrics and KPIs?

What metrics and data should you monitor? This depends on your business goals. You might focus on response time, impressions, engagement rate, conversions, sales, and more. The important thing is to set benchmarks and achievable goals.

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Don’t ignore barometers like customer satisfaction ratings, qualitative reviews, and your Net Promoter Score. Look at reductions in recruitment and customer support costs as well. All of this contributes to return on investment.

Be realistic about what efforts you’ll have hard numbers for and which will be trickier to quantify. Remember, just because you can measure something doesn’t always mean you should. And just because you can’t measure something (easily) doesn’t mean it’s not worthwhile.

See also  What is a Customer Journey Map? [Free Template]

Your best ally in building out a performance measurement plan is a good social media analytics tool. Hootsuite Analytics gives you one-screen access to performance data from every social network, including easy-to-understand graphics and charts.

Hootsuite Analytics performance measurement plan ROI analysis

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Speak to humans, not businesses

Remember that you’re not talking to brands – you’re talking to the people behind those brands. Likewise, they want to do business with the humans behind your brand.

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In the LinkedIn B2B Thought Leadership Impact study, 64% of executives said they prefer “a more human, less formal tone of voice” over “an even-toned, intellectual voice.”

And you’re not just talking to CEOs and purchasing officers. Younger people will move up the ranks and be making purchasing decisions within a few years. It pays to nurture relationships with industry pros at all stages of their careers.

One simple way to break out of the boardroom with your content is to get your employees involved. Tell their stories. Highlight their accomplishments. Real people make your social media presence and brand voice appear more human and boost your recruiting efforts.

Tip: You can easily build a streamlined employee social program using Hootsuite Amplify.

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Help your audience do their jobs

Think about ways you can make your followers’ (work) lives easier or more enjoyable. Provide content and resources that delight them in some way. Think how-to information, industry news, trends, tips, strategy, and so on.

Thought leadership is particularly important. 61% of decision-makers say thought leadership can be ”moderately or a lot more effective at demonstrating the potential value of its products/services compared to traditional product-oriented marketing.”

In content that does specifically promote your product, focus on how it will directly benefit the customer in real business terms. The latest Linked-in-Edelman B2B Thought Leadership Impact Report found that non-business-critical suppliers can best increase their chances of making a sale by:

  • Proving they will increase a prospect’s profit margins or minimize losses
  • Showing they can increase the likelihood of the prospect retaining customers and clients during a downturn
  • Showing they can help the prospect outperform competitors

Use humor your followers will understand

B2B social media is about starting conversations and building relationships that lead to sales in the long term. That “long term” part is key, though. Followers aren’t going to stick around if your content doesn’t interest them.

So don’t let B2B’s reputation for boring content hold you back. Humor is an import tool in your content-creation toolbox. You just have to find the right tone.

What kind of humor speaks directly to your audience? Is there an inside joke that only industry pros will understand? A pun that will amuse your followers while highlighting your product benefits? Signal to your audience that you understand social media is primarily a platform for content that entertains and delights.

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Respond to DMs and comments

If we were to highlight the most important component of a B2B social media strategy, this would probably be it. Anyone who comments on your content or sends you a DM is expressing interest in your brand. They’re practically raising their hands and shouting, “Hey! I’m a lead!”

That said, it’s easy for comments and DMs to get lost when you’re juggling multiple social platforms, each with its own inbox. A consolidated social media inbox like the one built into Hootsuite makes sure you never miss a thing.

Hootsuite Inbox also speeds up your response time by automatically routing messages through to the most appropriate person on your team. This ensures potential sales don’t get bogged down in the customer service queue.

Reduce response time (and your workload)

Manage all your messages stress-free with easy routing, saved replies, and friendly chatbots. Try Hootsuite’s Inbox today.

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B2B social media tactics and content ideas

1. Share a free resource

A free resource like a white paper or report can be a valuable way to earn the trust of your B2B social media followers. But only if the report provides quality information backed up by reliable data and research – and offers real-world suggestions for how to incorporate that information into operations.

See also  Top 7 Sprout Social Competitors & Alternatives [Comparison]

Two of the main qualities business leaders look for in thought leadership content are “robust research and strong supporting data” and “concrete guidance on how to respond to the issues or opportunities discussed.”

For example, here’s the primary and secondary data information for the Hootsuite 2023 Social Media Career Report:

Hootsuite 2023 Social Media Career Report survey and respondent data

And here are some of the ways Hootsuite shared the report on social media:

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But how much asking is too much? 🤣

All kidding aside, this is why you must ask for the damn raise already! You deserve it for so many reasons.

Discover the most convincing reasons, and build up the courage to ask with insights from our career report:

— Hootsuite 🦉 (@hootsuite) September 19, 2023

2. Crack a joke

We talked about humor earlier in this post. Here’s where the rubber hits the road. From a tongue-in-cheek play on words, to a funny meme, to a straight-up dad joke, tickle your followers’ funny bones from time to time to keep them coming back for more.

The level of humor can vary with the platform, and should be based on audience research. For instance, you can likely skew a lot more silly on TikTok than on LinkedIn.

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@artandsuchevan finds creativity in the tiniest and most unexpected places ✨

♬ original sound – Adobe – Adobe

Keep a close eye on your analytics after posting anything outside the norm for your brand to see how your audience responds. If they love it, give them more. If the response is tepid or you see an unusual number of unfollows, rethink your strategy and try a different approach to humor.

3. Join a relevant conversation

We talked about social listening above in the context of competitor research. But it’s also a great way to find conversations relevant to your industry and your brand.

Simply add relevant hashtags and industry terms to your Hootsuite streams. When you find a relevant conversation, pop in with helpful information (never a hard sell). This is all about building relationships and creating brand awareness.

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For example, when Patrick Mahomes was caught correcting an awkward grammar mistake on Twitter (shout out to the edit button!), both Grammarly and Merriam-Webster jumped in.

Patrick Mahomes grammar mistake correction on Twitter post

Source: @PatrickMahomes

The edit deserves a touchdown.🏈

— Grammarly (@Grammarly) September 12, 2023

Proud of this edit.

— Merriam-Webster (@MerriamWebster) September 12, 2023

4. Share some stats

We’ve talked about the importance of thought leadership already. Quick stats and infographics are an easy and effective way to share thought leadership on social media without requiring followers to dive deep into a long report.

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Infographics are snackable and highly shareable, meaning they can help your content spread well beyond your own social followers.

5. Empathize

Business can be tough, and you can gain a lot of brand loyalty by showing you understand the difficulties employees face. Remember, you need to win the hearts and minds of future business leaders, not just those who are making purchasing decisions today.

We hope this message finds you well. Unless you’re on PTO. In that case, we hope this message does not find you; we hope you find yourself with a fully recharged battery. 🔋

— Slack (@SlackHQ) September 19, 2023

Easily manage all your social media profiles using Hootsuite. From a single dashboard, you can schedule and publish posts, engage your followers, monitor relevant conversations, measure results, manage your ads, and much more.

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2023 Average Engagement Rates for 13 Industries [STATS]





So you’ve planned and launched a social media campaign, and waited patiently for the likes, comments, and conversions to roll in. Now you’re looking at your performance report, wondering what the numbers actually mean. Is a 2% engagement rate high or low? Did your target audience love your campaign, or was it a flop?

Without social media benchmarks (a.k.a. average performance stats for a social platform or industry), it’s difficult to make sense of raw data. But we got you. In this post, we’ve rounded up average social media engagement rates from 13 top industries to give you a better understanding of where you stand. (And empower you to brag to your boss with data-informed confidence — you’re welcome.)

We’ve even included a simple (and free!) engagement rate calculator you can use to quickly double-check your own performance stats.

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Average engagement rates (September 2023)

Below, you’ll find the latest average engagement rates (per post), broken down by industry and social network.

Where did this data come from? Our team collects and anonymously compiles data from social accounts connected to Hootsuite. Each benchmark is based on at least 100 social accounts, and no data can be traced back to any individual account.

For more benchmarks (including impressions, audience growth rate, posting frequency, and much more) and insights that will help you improve your marketing strategy, start a free 30-day Hootsuite trial and browse stats from your industry — and hand-picked competitors — in Hootsuite Analytics

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Industry benchmarking in Hootsuite Analytics: Performance summary with dedicated resources for improvement

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  • Average X (Twitter) engagement rate: 1.02%
  • Average Instagram engagement rate: 2.06%
  • Average Facebook engagement rate: 0.82%
  • Average LinkedIn engagement rate: 1.18%
  • Average TikTok engagement rate: 0.71%

Average social media engagement rate in September 2023: Agencies


  • Average X (Twitter) engagement rate: 1.03%
  • Average Instagram engagement rate: 3.16%
  • Average Facebook engagement rate: 1.63%
  • Average LinkedIn engagement rate: 1.81%
  • Average TikTok engagement rate: 0.52%
See also  Engagement Rate Calculator + Guide for 2023

Average social media engagement rate in September 2023: Education

Entertainment and media

  • Average X (Twitter) engagement rate: 1.4%
  • Average Instagram engagement rate: 1.66%
  • Average Facebook engagement rate: 1.09%
  • Average LinkedIn engagement rate: 1.32%
  • Average TikTok engagement rate: 9.77%

Average social media engagement rate in September 2023: Entertainment and media

Financial services

  • Average X (Twitter) engagement rate: 0.99%
  • Average Instagram engagement rate: 1.87%
  • Average Facebook engagement rate: 0.97%
  • Average LinkedIn engagement rate: 1.74%
  • Average TikTok engagement rate: 0.64%

Average social media engagement rate in September 2023: Financial services

Food and beverage

  • Average X (Twitter) engagement rate: 0.79%
  • Average Instagram engagement rate: 1.49%
  • Average Facebook engagement rate: 0.71%
  • Average LinkedIn engagement rate: 1.11%
  • Average TikTok engagement rate: 0.64%

Average social media engagement rate in September 2023: Food and beverage


  • Average X (Twitter) engagement rate: 1.33%
  • Average Instagram engagement rate: 2.05%
  • Average Facebook engagement rate: 1.64%
  • Average LinkedIn engagement rate: 2.14%
  • Average TikTok engagement rate: 0.8%

Average social media engagement rate in September 2023: Government

Healthcare and wellness

  • Average X (Twitter) engagement rate: 0.92%
  • Average Instagram engagement rate: 2.28%
  • Average Facebook engagement rate: 1.31%
  • Average LinkedIn engagement rate: 1.61%
  • Average TikTok engagement rate: 0.75%

Average social media engagement rate in September 2023: Healthcare and wellness


  • Average X (Twitter) engagement rate: 1.18%
  • Average Instagram engagement rate: 2.47%
  • Average Facebook engagement rate: 1.61%
  • Average LinkedIn engagement rate: 2.26%
  • Average TikTok engagement rate: 0.63%

Average social media engagement rate in September 2023: Nonprofit

Real estate

  • Average X (Twitter) engagement rate: 0.81%
  • Average Instagram engagement rate: 1.5%
  • Average Facebook engagement rate: 1.01%
  • Average LinkedIn engagement rate: 1.68%
  • Average TikTok engagement rate: 0.39%

Average social media engagement rate in September 2023: Real estate


  • Average X (Twitter) engagement rate: 0.87%
  • Average Instagram engagement rate: 2.07%
  • Average Facebook engagement rate: 0.82%
  • Average LinkedIn engagement rate: 1.29%
  • Average TikTok engagement rate: 1.21%


Professional services and consulting

  • Average X (Twitter) engagement rate: 0.89%
  • Average Instagram engagement rate: 1.62%
  • Average Facebook engagement rate: 1.05%
  • Average LinkedIn engagement rate: 1.55%
  • Average TikTok engagement rate: 0.36%

Average social media engagement rate in September 2023: Professional services and consulting


  • Average X (Twitter) engagement rate: 1.34%
  • Average Instagram engagement rate: 1.47%
  • Average Facebook engagement rate: 1%
  • Average LinkedIn engagement rate: 1.72%
  • Average TikTok engagement rate: 0.55%
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Average social media engagement rate in September 2023: Technology

Travel, hospitality, and leisure

  • Average X (Twitter) engagement rate: 1.32%
  • Average Instagram engagement rate: 1.7%
  • Average Facebook engagement rate: 0.97%
  • Average LinkedIn engagement rate: 1.47%
  • Average TikTok engagement rate: 6.01%

Average social media engagement rate in September 2023: Travel, hospitality, and leisure

Average engagement rates: September insights

1. Instagram users are the most engaged

Across almost all industries, Instagram consistently has the highest average rates compared to other social networks.

Interestingly, educational institutions generated higher Instagram engagement than any other industry in September. If you run social media for a school, college, or university and struggle to get your engagement rates up to the industry average, here are some tips that will help.

2. TikTok is a great platform for entertainment and travel-related content

Exceptionally high TikTok engagement rates suggest that short-form video is a great way to capture audience attention in these sectors. If you operate in one of these industries and haven’t started using TikTok to promote your business yet, you might be missing out! Our beginner’s guide to TikTok marketing will help you get started and connect with TikTok’s hyper-engaged community.

3. Financial services and technology have a hard(ish) time generating engagement

In general, financial institutions and tech companies appear to generate slightly lower social media engagement compared to other sectors — on every social media platform except for LinkedIn. This might be because these industries deal with complex and technical topics that can be challenging to engage a broad audience.

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Remember: It’s not a product or service that makes something seem “boring” — it’s bad marketing. You can create engaging social content even if your industry has a boring reputation. Not sure how? Check out these blog posts for inspiration:

4. The food and beverage industry wins on Instagram

Restaurants and other food-related businesses see high engagement on Instagram — which makes perfect sense, considering the platform’s focus on visual content (and its users’ obsession with posting pictures of their meals).

See also  Career stories: From Hollywood videographer to frontend engineer

Free engagement rate calculator

Ready to compare your performance to industry benchmarks? Use this free tool to find out your engagement rate by post.

Note: If you’re calculating your account’s total engagement, include information about all your posts (e.g total number of posts published, total number of likes, and so on). If you’re calculating the engagement rate of a specific social media marketing campaign, only include the details of the posts that were part of the campaign.

Engagement rate calculator

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If you’re looking for more detailed data or you want to calculate different kinds of engagement (like engagement rate by reach or engagement rate by impressions), download our free spreadsheet calculator that will do the math for you.

Or, better yet, start a free 30-day Hootsuite trial to easily track the performance of all your social channels in one place (so you can replicate what works and get more engagement). Hootsuite’s social media analytics tool collects your stats from Facebook, Instagram, Twitter, LinkedIn, and TikTok.

Start free 30-day trial

With Hootsuite Analytics, you can also:

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  • Find out when your audience is online
  • Get personalized recommendations for your best times to post for each of your accounts
  • Easily view industry benchmarks and see how you compare to competitors

Use Hootsuite to track and improve engagement rates across all your social media channels. Try it free today.

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See how you perform against competitors, get actionable insights, and become the best in your space with Hootsuite Analytics.

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How To Save Tons of Time With Instagram Auto Reply





Responding to messages quickly is a huge part of social media customer service—and it’s no different whether you’re dealing with messages on Facebook, Twitter, LinkedIn, or Instagram. Luckily, Instagram has an easy-to-use option that can cut down on your team’s time responding to questions.

With Instagram auto reply, you can easily set auto-responses to common questions and messages. This feature cuts down on the time your social media support team needs to spend monitoring and replying to customers.

In this article, we’ll talk more about the Instagram auto reply feature, how it can be used, and a few message examples for inspiration.

Bonus: Get a free, easy-to-use Customer Service Report Template that helps you track and calculate your monthly customer service efforts all in one place.

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What is Instagram auto reply?

Instagram auto reply is a feature available in your Instagram message settings that allows you to send automatic responses to frequently asked questions.

For example, if you regularly get a question like, “Do you offer free shipping?” your team can set up an auto reply that will answer the question instantly rather than forcing the customer to wait for a real person to respond.

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There are a few different ways you can do this:

  • Instagram tools: Set automatic responses for frequently asked questions or craft canned messages that your team can easily send out via Instagram DM.
  • Meta Business Suite: Set up messaging automations for both Instagram and Facebook.
  • Third-party inboxes: Use tools like Hootsuite Inbox to easily monitor and manage your Instagram direct messages and comments.

Learn more about how a social inbox like Hootsuite’s can help streamline your social media communication in this video:

There are several ways to take advantage of Instagram’s auto reply feature. Here are just a few types of automated responses you might consider setting up:

  • Welcome messages
  • Away messages
  • Frequently asked questions
  • Share contact information
  • Share business hours of operation
  • Provide shipment and payment details
  • Offer discounts
  • Explain wholesale pricing information
  • Tell customers how to handle issues with their orders
  • Share links to additional resources

Pros and cons of using Instagram auto reply

So why use Instagram auto reply? Is it the best option for creating automated responses and freeing up your team’s time? As always, it depends on your needs.

Let’s cover some basic pros and cons to help you decide.


  • Make a good impression. Instagram shows your followers how quick your team is to respond. A faster response time is a better look for your business.
  • Answer questions before they’re asked. Create an auto-responder that gives your customers a clear idea of when they can expect to hear from a real person—unless your auto replies can give their answer immediately.
  • Save your team time. Stop writing the same reply over and over again. Automated messages give your team more time for escalated messages and other customer support issues.
  • Never miss a message. You don’t have to worry about time zones when you enlist auto reply. Even when your team isn’t working, customers can get answers as soon as they send a message.
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  • Only for Instagram and Facebook. Instagram/Meta’s built-in features only work for these two platforms. You’ll have to enlist the help of external tools for other social media platforms—don’t worry, we’ve got more on that below.
  • You have to connect your Facebook and Instagram pages. In order to access some of the more advanced tools, you must use Meta Business Suite, so you’ll have to connect your Facebook and Instagram pages.

Reduce response time (and your workload)

Manage all your messages stress-free with easy routing, saved replies, and friendly chatbots. Try Hootsuite’s Inbox today.

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15 Instagram auto reply message examples

Not sure what types of auto replies to set for your Instagram messages? Here are 15 examples to help inspire you.

Welcome message

Send one of these options to all new incoming Instagram DMs whenever your team is unavailable for a quick response:

  • Thank you for getting in touch! Our team is available from 10am-3pm CT. We’ll get back to you within those hours!
  • Hey there—thanks for reaching out! Your message is important to us. Someone on our team will get back to you within the next 12 hours.
  • Sorry we missed you! Our team is currently unavailable, but we’ll be back around 8am GMT.

Basic business information

Use one of these when someone messages you on Instagram to ask about hours of operation or contact information:

  • Our hours of operation are 11am-11pm ET Monday through Saturday.
  • To get in touch with a representative directly, please give us a call at [###-###-####].
  • To learn more or request a demo, email us at
  • Our offices are located at 1234 Business Street.

Frequently asked questions

Here are a few common questions and answers you might want to incorporate into your Instagram auto replies.

How long does shipping take?

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  • You can expect your items to arrive within 3-5 business days of your order.

How can I cancel my plan?

  • To cancel, go to the “Account” section of your dashboard and find the “Cancel plan” button.
  • We’re sad to see you go! To cancel, please call one of our representatives directly at [###-###-####] or send an email to

Do you offer any discounts?

  • We love that you asked! Use promo code INSTA for 10% off your purchase.
See also  Community Manager: Job Description & Key Responsibilities

What services do you offer?

  • We offer accounting services for small businesses.

How much do your services cost?

  • We work on a monthly retainer basis. Packages start at $1,000/month and go up to $15,000+ depending on your needs.

Are you taking new patients?

  • Yes, please head to our website to fill out the form for new patients.
  • Unfortunately, our therapists are fully booked at the moment. Please check back next quarter to see if any spots have opened up.

There are two ways to set up auto replies on Instagram. The first is pretty easy—do so right inside the Instagram app. The second involves digging into the Automations option in Meta Business Suite.

We’ll walk you through each process.

How to set up auto replies via the Instagram app

First, open the Instagram app. Tap the messages icon in the top right corner of the home feed. Then, tap on the ellipses in the top right corner of your messages dashboard and select Tools.

Select Tools in the top right corner of your messages dashboard.

Here, you can set either saved replies (canned responses your team can tap on to send manually) or auto replies for frequently asked questions.

The Tools section of Instagram settings include response suggestions, saved replies, frequently asked questions, and message controls

Tap on Frequently asked questions to access the auto reply feature. Instagram will typically include a few starter questions. You can customize these or use them as is—just add answers.

Add as many questions as you want. You can even show these questions in chat, so customers who want to message you have options to choose from.

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How to set up auto replies in Meta Business Suite

If you have your Facebook Business Page set up and optimized and your Instagram business profile connected, you can use Meta Business Suite to create automations like this.

First, head over to your Facebook Business Page, then click on Meta Business Suite in the left-hand sidebar.

The back end of Facebook/Meta Business Suite

You’ll then be taken to the Meta Business Suite dashboard. From here, click on Inbox in the right-hand sidebar.

The left hand sidebar of Meta Business Suite shows Inbox (among other options)

This inbox section will hold all messages and comments from Facebook, Instagram, and WhatsApp. If you’re looking for a single place to manage these, Business Suite is a great place to do so. The biggest downfall is that those are the only platforms you can monitor here (more on that later).

To set up your auto-reply messages, click the atom icon to access Automations.

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The automations option is highlighted in the top right of the Inbox screen

Here, you can set up a number of automations relating to your direct messages across all of Meta’s platforms. If you haven’t previously set up Frequently asked questions, it will appear as one of the Suggested for you options. Click on it to get started.

The Inbox Automations menu shows suggested options, including Instant Replies and Away Messages

Select your Instagram account from the list of places you want to turn this automation on. Then, start adding questions. You can preview them in the left-hand sidebar.

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The edit automation screen in Meta Business Suite allows you to write your own text for an Instagram auto reply

Once you’re done, click Save changes and toggle this automation into the On position. And voila! You’ve got your frequently asked questions set up.

Other automations you can create are:

  • Away messages
  • Instant replies
  • Follow ups

How to auto-respond to messages and comments on Facebook, Instagram, X, and LinkedIn

We mentioned that Meta Business Suite is great for managing your messages and comments on Facebook and Instagram. But if your brand uses other platforms, like X (formerly known as Twitter) and LinkedIn, you’ll need additional support.

Good news—you’re in luck! With Hootsuite’s Social Inbox, your entire social media and customer support team can monitor, manage, and respond to messages across all social media platforms in one space.

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Hootsuite Inbox

You can store information about various customers so you never start a new interaction as strangers, helping customers feel seen and valued. Assign messages and interactions to certain team members so the most-equipped person can handle each specific issue.

Use Hootsuite Inbox as your social media help desk, resolving messages as soon as they’ve been responded to and keeping notes on customer issues.

Hootsuite Inbox

Create auto-responders for every social media platform you manage with Hootsuite.

Book a free Hootsuite demo and try Inbox today

Why should you use Instagram auto reply?

Instagram auto reply is a great way to minimize wait time for frequently asked questions. If you know common questions your audience has, and there’s a set answer you can provide, set it as an auto-response.

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This saves your team time and ensures your Instagram followers don’t have to wait for a response.

How do you turn Instagram auto reply off?

There’s no quick on-off toggle for Instagram auto reply. Instead, you’ll have to go into your Instagram messaging tools and remove any frequently asked question responses you’ve input.

What is a saved reply on Instagram?

A saved reply is a similar tool to auto replies. Instead of sending instantaneously, though, saved replies are simply stored in your Instagram messaging settings for your team to manually send out. This works if the question someone asks has different answers depending on the time of year. You can save replies for a quick response, but you don’t want to have the response be automatic.

Keep your customers happy with faster message responses, thanks to Hootsuite. Respond to questions and complaints, create tickets from social conversations, and work with chatbots all from one dashboard. See it in action.

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Save time on social messaging with automated responses, smarter workflows, and friendly chatbots — all in the Hootsuite Inbox.

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