Social Media Analytics Market Report 2025

This Social Media Analytics report covers market characteristics, size and growth, segmentation, regional and country breakdowns, competitive landscape, market shares, trends and strategies for this market. It traces the market’s historic and forecast market growth by geography.

The social media analytics market size has grown exponentially in recent years. It will grow from $13.83 billion in 2024 to $17.39 billion in 2025 at a compound annual growth rate (CAGR) of 25.7%. The growth in the historic period can be attributed to proliferation of social media platforms, increasing user engagement, business embrace of social media, marketing and advertising evolution, influence of user-generated content, regulatory compliance and risk mitigation.

The social media analytics market size is expected to see exponential growth in the next few years. It will grow to $51.25 billion in 2029 at a compound annual growth rate (CAGR) of 31%. The growth in the forecast period can be attributed to privacy concerns and compliance, video and visual content analytics, employee advocacy programs, social media analytics in political campaigns, emotion and behavioral analytics. Major trends in the forecast period include cross-platform analytics, e-commerce integration, geospatial and location-based analytics, emergence of niche social platforms, subscription-based analytics services.

The increase in the number of social media users worldwide is driving the growth of the social media analytics market. Over the years, the use of mobile phones, laptops, and computers with internet access has risen significantly. The internet has enabled communication across international borders, and social networking has helped individuals expand their connections, forge new friendships, advance their careers, recruit employees, and find individuals with specialized skills, all contributing to its popularity. For example, in May 2023, Forbes, a U.S.-based resource that provides expert advice and reviews, reported that the global social media user base reached an estimated 4.9 billion in 2023, with projections suggesting it could grow to approximately 5.85 billion by 2027. Thus, the increasing number of social media users worldwide is expected to propel the growth of the social media analytics market during the forecast period.

The growth of e-commerce and online shopping is anticipated to drive the expansion of the social media analytics market in the future. E-commerce encompasses the buying and selling of goods and services over the internet, whereas online shopping specifically pertains to consumers purchasing products through digital platforms or websites. Social media analytics is crucial in leveraging the extensive data generated through e-commerce to benefit businesses. It provides numerous advantages, including delivering customer insights for customized marketing strategies, analyzing product reviews and recommendations to enhance product quality and reputation, assessing the effectiveness of influencer marketing campaigns, and improving customer support by monitoring and promptly responding to inquiries. For instance, in February 2023, Eurostat, a Europe-based intergovernmental organization, reported in a survey that 68% of individuals aged 16 to 74 had purchased or ordered products or services online in the previous 12 months, marking a 1% increase from 2021. Among internet users in the last three months, 51% were e-shoppers in 2022, with 44% of e-shoppers primarily buying clothes, shoes, and accessories online. Thus, the rise in e-commerce and online shopping is driving the growth of the social media analytics market.

Technological advancement is a significant trend gaining traction in the social media analytics market. Innovations like artificial intelligence (AI) have the potential to transform how brands promote themselves across platforms such as Facebook, Instagram, Twitter, and LinkedIn. AI can automate many tedious tasks associated with managing social media. For example, in August 2024, Threads, a U.S.-based social media platform developed by Meta (formerly Facebook), introduced features like Analytics, Post Drafts, and Scheduling. These additions enhance user experience and engagement on social media platforms. Analytics provide valuable insights into content performance, while post drafts facilitate flexible content creation and collaboration. Scheduling allows for automated post-publication, ensuring consistency and optimal audience engagement. Together, these tools empower users to create more effective and strategic social media content.

Major companies in the social media analytics market are adopting innovative solutions to maintain a competitive edge. This involves the development and application of advanced technologies that go beyond traditional data analysis, extracting valuable insights, patterns, and trends from social media platforms. This empowers businesses and organizations to make informed, data-driven decisions, enhance engagement, and gain a deeper understanding of their online audiences. In February 2022, Qualtrics, an experience management company, launched XM Discover, a suite designed to provide a comprehensive understanding of customer and employee sentiments by analyzing conversations across various platforms. Leveraging AI and machine learning, XM Discover processes structured and unstructured data from sources like social media posts, chat, and support conversations, facilitating improved experiences for customers, employees, brands, and products.

In April 2024, Hootsuite, a Canada-based social media management platform, acquired Talkwalker for an undisclosed amount. This acquisition enables Hootsuite to provide a more comprehensive suite of services, allowing clients to engage more effectively with their audiences and make data-driven decisions to enhance their social media strategies. Talkwalker is a Luxembourg-based software company that specializes in social listening and analytics services.

Major companies operating in the social media analytics market include International Business Machines Corporation, Google LLC, Oracle Corporation, SAS Institute Inc., Digimind, Hootsuite Inc., Talkwalker S. A., Oktopost Technologies Inc., Simplify360 Inc., Frrole Inc., Heuritech SAS, Salesforce Inc., Adobe Inc., Clarabridge Inc., Netbase Solutions Inc., Brandwatch Limited, Gooddata Corporation, Simply Measured Inc., Sysomos Inc., Sprout Social Inc., SAP SE, Unmetric Inc., Rival IQ Inc., Meltwater Us Holdings Inc., SpreadFast Inc., MetaQuotes Software Corp., Emplifi Inc. (Socialbakers), Sprinklr Inc., Synthesio Inc., Brand24 Inc., Qualtrics LLC, Cision Ltd., Zoho Corporation Pvt. Ltd.

North America was the largest region in the social media analytics market in 2024. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the social media analytics market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the social media analytics market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Italy, Canada, Spain.

The social media analytics market encompasses the sales of social media analytics by entities (organizations, sole traders, and partnerships). It involves the ability to collect and interpret data from social channels to support business decisions and assess the performance of actions taken based on those decisions through social media. Key components of social media analytics include tracking conversations and measuring campaign effectiveness, with a focus on understanding how social activities influence business outcomes.

The primary types of components in social media analytics are software and services. Social media analytics software is designed to gather and interpret data from social channels to aid in business decision-making and analyze the performance of actions taken through social media. This software can be deployed through on-premise and cloud-based technologies, catering to both small and medium enterprises as well as large enterprises. The diverse applications of social media analytics include customer segmentation and targeting, competitor benchmarking, multichannel campaign management, customer behavioral analysis, and marketing management. These applications find use across various end-user industries such as banking and financial services, IT and telecommunications, retail, healthcare, government services, media and entertainment, utilities, transportation and logistics, and others.

The social media analytics research report is one of a series of new reports that provides social media analytics statistics, including social media analytics industry global market size, regional shares, competitors with social media analytics share, detailed social media analytics segments, market trends and opportunities, and any further data you may need to thrive in the social media analytics industry. This social media analytics research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The social media analytics market includes revenues earned by entities by spotting trends related to offerings and brands and deriving customer sentiment towards products and services. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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