Social Media Analytics Market Size
| Study Period | 2019 - 2029 |
| Market Size (2024) | USD 6.00 Billion |
| Market Size (2029) | USD 17.57 Billion |
| CAGR (2024 - 2029) | 24.00 % |
| Fastest Growing Market | Asia Pacific |
| Largest Market | North America |
Major Players
*Disclaimer: Major Players sorted in no particular order |
Need a report that reflects how COVID-19 has impacted this market and its growth?
Social Media Analytics Market Analysis
The Social Media Analytics Market size is estimated at USD 6 billion in 2024, and is expected to reach USD 17.57 billion by 2029, growing at a CAGR of 24% during the forecast period (2024-2029).
Social media analytics is widely considered a significant business and marketing tool in the present-day business scenario. To gain actionable insights into consumer perceptions and improve their services and product portfolio, businesses worldwide use social media analytics.
- The rise of mobile phones and tablets with access to the internet, coupled with the ever-growing user volume on social media platforms, is boosting the growth of the social media analytics market over the forecast period.
- Incremental technological advancements may pave the way for several growth opportunities by making social analytics tools more accessible to small/medium-scale organizations worldwide.
- The demand for social analytics tools has been bolstered by the increased emphasis on consumer feedback, as they exhibit greater bargaining power in the market. Currently, the consumer is accessible through social media platforms, further reinforcing the need for social media analytics tools for enterprises globally.
- According to Facebook, it had 2.93 billion active monthly users as of the second quarter of 2022. In fact, Twitter stated that more than 800 million tweets are sent each day, reinstating the growing penetration of social media networks at a global level.
- Several strategic developments are taking place in the market. For instance, in April 2021, Meltwater acquired Linkfluence to increase AI-driven social media analytics. Linkfluence is a SaaS company based in France that employs artificial intelligence to improve social media intelligence platforms for consumer insights. Through this acquisition, Meltwater can deliver AI-enabled consumer insights to global companies through social listening and analytics.
- Due to the high installation effort and the demand for critical technical skills, social media analytics organizations suffer discrepancies in analytical processes. Furthermore, data analysis and customization are both time-consuming and challenging. This is a significant obstacle to the overall growth of the social media analytics industry.
- The COVID-19 pandemic significantly impacted the industry due to increased online shopping and e-commerce. During COVID times, for example, IBM and Influential announced a social targeting solution (AI-enabled) to assist companies in identifying credible social influencers. That shows even after the pandemic, there is a significant growth in the usage of technologies like natural language processing, artificial intelligence, machine learning, and augmented reality, boosting the market growth.
Social Media Analytics Market Trends
This section covers the major market trends shaping the Social Media Analytics Market according to our research experts:
Increased Emphasis on Targeted Marketing and Competitive Intelligence
- A steady decline in the effectiveness of traditional advertising campaigns and rising social media usage has prompted businesses to adopt a more data-oriented approach to their marketing strategies. The emergence of social media analytics has transformed how marketing campaigns are planned and carried out in the present day.
- During the COVID outbreak, numerous governments, hospitals, and public authorities used social media channels to raise awareness about the pandemic and connect with the public. These analytical methods are used to analyze and evaluate the pandemic condition.
- Social networks, such as Facebook, have realized the importance of targeted advertising that they offer through paid solutions to businesses, wherein location, demographics, and end-device information of consumers are made available for businesses to reach out to the targeted section of consumers.
- Rising usage of cloud-based and AI-powered social media analytics solutions in hospitality, retail, travel, and other industries will boost market expansion. AI-based analytics services are becoming more popular and prevalent across the globe.
- In 2022, more brands may strengthen their online customer service practices and even move to new platforms that may potentially offer more effective technology for customer service to thrive online, such as WhatsApp and Messenger.
North America to Hold Major Share
- During the forecast period, North America is anticipated to have a substantial market share in the global market due to the growing number of social media subscribers in the region. Companies in this region use social media to improve the consumer experience. Most organizations optimize the benefits of social media data by monitoring user engagement and online activity.
- In 2022, there were 264 million monthly active Facebook users in the United States and Canada. Facebook is used by around 69% of US people, with 23.6% of those aged between 24 and 34 years. People in the United States spend an average of 16.1 hours a month on Facebook.
- However, in spite of Facebook's ubiquity, other social networking sites have also gained market share, especially among teenagers and young adults. Instagram and Snapchat are growing in popularity continually among young American internet users.
- Owing to the high participation of the population in social media, companies, such as Amazon, IBM, and Oracle, have been deploying social media analytics to generate insights and gain a better understanding of consumer behavior, which further guides their business and strategic decision making.
- In March 2022, Brandwatch acquired Paladin, an influencer marketing platform. With this acquisition, Brandwatch expanded its portfolio to include more influencer marketing features. It also assists brands in establishing significant connections with their customers. The Paladin platform discovers influencers, manages campaigns, and reports across the globe's major social media platforms.
Social Media Analytics Industry Overview
The social media analytics market is highly competitive and consists of several players that make the market relatively fragmented. Multiple players specializing in a particular vertical of the market, as well as other players with just monitoring tools, are active in the market studied. Most of the major players offer all-encompassing solutions with a broad range of capabilities. However, new capabilities are being developed by niche players; for instance, Dataroma developed a real-time analytics platform indicating opportunities for optimization. Owing to such developments, there is immense scope in the market for consolidation through mergers and acquisitions. The companies are also leveraging strategic collaborative initiatives to increase their market share and increase their profitability.
In February 2022, Qualtrics introduced XM Discover, which makes use of Clarabridge technology to help businesses better understand their customers. Using artificial intelligence and machine learning, XM Discover enables businesses to consolidate input from structured and unstructured data sources such as chat, posts on social media, and review websites onto a single platform.
Social Media Analytics Market Leaders
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IBM Corporation
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SAS Institute Inc.
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GoodData Corporation
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Oracle Corporation
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Salesforce.com Inc. (Tableau Software Inc.)
*Disclaimer: Major Players sorted in no particular order
Social Media Analytics Market News
- In May 2022, TikTok expanded its Marketing Partners Program, introducing its inaugural group of Content Marketing Partners. The founding member is Brandwatch, and its social suite of the future, which would allow its customers to scale, manage, execute, and optimize the content on TikTok, all while staying within the Brandwatch platform. This officially badged partnership between Brandwatch and TikTok empowers Brandwatch clients to manage, understand, and respond to their community profiles on TikTok in a way that feels native to the world's hottest technology platform.
- In April 2022, Digimind collaborated with Facelift to give essential tools for effective social media growth. Facelift is a firm that provides social media management tools. This collaboration benefited both industries in monitoring their brand image and effectively managing all social networks.
Social Media Analytics Market Report - Table of Contents
1. INTRODUCTION
- 1.1 Study Assumptions and Market Definition
- 1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET DYNAMICS
- 4.1 Market Overview
- 4.2 Industry Value Chain Analysis
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4.3 Industry Attractiveness - Porter's Five Forces Analysis
- 4.3.1 Bargaining Power of Suppliers
- 4.3.2 Bargaining Power of Consumers
- 4.3.3 Threat of New Entrants
- 4.3.4 Intensity of Competitive Rivalry
- 4.3.5 Threat of Substitute Products
- 4.4 Impact of COVID-19 on the Market
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4.5 Market Drivers
- 4.5.1 Exponential Growth of Number of Social Media Users
- 4.5.2 Increased Emphasis on Target Marketing and Competitive Intelligence
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4.6 Market Restraint
- 4.6.1 Data and Security-related Issues
5. MARKET SEGMENTATION
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5.1 By Type
- 5.1.1 Software (SaaS and On-premise)
- 5.1.2 Services (Professional and Managed)
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5.2 By Module
- 5.2.1 Social Media Monitoring and Tracking
- 5.2.2 Social Media Measurement/Listening and Analytics
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5.3 By End-user Industry
- 5.3.1 Media and Entertainment
- 5.3.2 IT and Telecom
- 5.3.3 BFSI
- 5.3.4 Retail (including E- commerce)
- 5.3.5 Travel and Hospitality
- 5.3.6 Other End-user Industries (Healthcare, Public Services, etc.)
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5.4 By Geography
- 5.4.1 North America
- 5.4.2 Europe
- 5.4.3 Asia-Pacific
- 5.4.4 Latin America
- 5.4.5 Middle East & Africa
6. COMPETITIVE LANDSCAPE
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6.1 Company Profiles
- 6.1.1 Sprinklr
- 6.1.2 Synthesio
- 6.1.3 BrandWatch (Crimson Hexagon)
- 6.1.4 Oracle Corporation
- 6.1.5 NetBase Solutions Inc.
- 6.1.6 Meltwater (Sysomos Inc.)
- 6.1.7 Talkwalker
- 6.1.8 Sprout Social
- 6.1.9 Digimind Social
- 6.1.10 Brand24
- *List Not Exhaustive
7. INVESTMENT ANALYSIS
8. FUTURE OF THE MARKET
Social Media Analytics Industry Segmentation
Social media analytics combines monitoring, measurement, and analysis tools to uncover user sentiments and identify key trends in the studied market. The deployment of social media analytics allows users to mine and decipher vast amounts of data from various social media platforms, such as Facebook, Twitter, and Instagram, among others. It helps companies to discover customer sentiment about brands, trends, customer concerns, the efficacy of the organization's marketing campaigns, and competitor intelligence.
The Social Media Analytics Market is segmented by By Type ((Software (SaaS and On-premise), Services (Professional and Managed)), Module (Social Media Monitoring and Tracking, Social Media Measurement/Listening and Analytics), End-user Industry (Media and Entertainment, IT and Telecom, BFSI, Retail (including E-commerce), Travel and Hospitality, Other End-user Industries (Healthcare, Public Services, etc.)) and Geography (North America, Europe, Asia-Pacific, Latin America, and Middle East and Africa). The market sizes and forecasts are provided in terms of value (USD million) for all the above segments.
| By Type | Software (SaaS and On-premise) |
| Services (Professional and Managed) | |
| By Module | Social Media Monitoring and Tracking |
| Social Media Measurement/Listening and Analytics | |
| By End-user Industry | Media and Entertainment |
| IT and Telecom | |
| BFSI | |
| Retail (including E- commerce) | |
| Travel and Hospitality | |
| Other End-user Industries (Healthcare, Public Services, etc.) | |
| By Geography | North America |
| Europe | |
| Asia-Pacific | |
| Latin America | |
| Middle East & Africa |
Social Media Analytics Market Research FAQs
How big is the Social Media Analytics Market?
The Social Media Analytics Market size is expected to reach USD 6.00 billion in 2024 and grow at a CAGR of 24% to reach USD 17.57 billion by 2029.
What is the current Social Media Analytics Market size?
In 2024, the Social Media Analytics Market size is expected to reach USD 6.00 billion.
Who are the key players in Social Media Analytics Market?
IBM Corporation, SAS Institute Inc., GoodData Corporation, Oracle Corporation and Salesforce.com Inc. (Tableau Software Inc.) are the major companies operating in the Social Media Analytics Market.
Which is the fastest growing region in Social Media Analytics Market?
Asia Pacific is estimated to grow at the highest CAGR over the forecast period (2024-2029).
Which region has the biggest share in Social Media Analytics Market?
In 2024, the North America accounts for the largest market share in Social Media Analytics Market.
What years does this Social Media Analytics Market cover, and what was the market size in 2023?
In 2023, the Social Media Analytics Market size was estimated at USD 4.84 billion. The report covers the Social Media Analytics Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Social Media Analytics Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.
What are the key drivers behind the growth of Social Media Analytics?
Key factors driving the Social Media Analytics Market include: a) Rising importance of social media in marketing strategies b) Need for customer insights c) Advancements in AI and machine learning technologies
Social Media Analytics Industry Report
The global social media analytics market is on a significant upswing, fueled by the expanding internet reach and a growing base of social media users. This surge is particularly noted in the demand for cloud-based and AI-driven analytics solutions across diverse sectors such as retail and hospitality. Social media analytics, crucial for businesses to gauge audience engagement and trends, is evolving with technologies like sentiment and trend analysis for real-time insights. The latest social media analytics report underscores the popularity of cloud-based solutions, driving market growth. With North America leading due to its vast social media user base, the market sees varied applications across industries, enhancing customer experiences and strategic decisions. The competitive landscape is marked by key players investing in collaborations and innovations to meet the increasing demand for advanced analytical tools, highlighting the pivotal role of social media analytics in understanding consumer behavior and market trends for business success. For detailed insights, including market share, size, and growth projections, download a free report PDF sample from Mordor Intelligence™ Industry Reports.
