Social Media Analytics Market Report Scope & Overview:

The Social Media Analytics Market size was valued at USD 8.08 billion in 2023 and is expected to grow to USD 55.44 billion by 2031 and grow at a CAGR of 27.2% over the forecast period of 2024-2031.

The global use of social media analytics has increased due to the growing demand for business intelligence methods, coupled with sophisticated analytical techniques and a huge increase in Social Media Users. Different players in the market adopting advanced technologies are influencing social media analysis. Analytics in the field of digital media is a process to collect and analyse data from various online networks, so that businesses can make sound business decisions. To measure audiences' engagement, sentiment, trends and overall performance this process shall include the monitoring, measurement or evaluation of metrics and data on Social Media Platforms.

Social Media Analytics Marke Revenue Analysis

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Market Dynamics

Key Drivers:  

  • Increased focus on the competition intelligence

The profit margin is being affected by globalisation, and companies are looking for ways of reducing their costs. Companies need to integrate demographic, competitive and business information into customer data in order to compete effectively with their competitors. In order to detect gaps and respond to customers' needs, they focus on analysing sales and other markets. For the achievement of market objectives, innovative analytic techniques are used. In order to respond to dynamic market conditions and to achieve high sales and operational profitability, social media analysis analyses unstructured social data. In order to plan their marketing and sales activities, companies may be able to gather customer sentiment information from social media platforms.

  • Trends in cloud adoption are increasing.


  • The lack of standardisation and the absence of a single solution

  • Data security concerns


  • Increasing Internet penetration and the number of social media users

To understand and interact with their customers, brands rely on platforms such as Facebook. Businesses benefit from the data gained through interactions on social media, helping to fuel their operations and generate income. The market is anticipated to be driven by the growing use of social networking and increased internet penetration in different regions around the world.

  • Rising trends in cloud adoption


  • Increasing volumes of unsorted data, there is not a single solution.

  • There are no standard metrics for social media analytics.

Impact of Economic Slowdown:

Economic downturns often lead to changes in consumer behaviour. People may become more price-conscious, prioritize certain purchases over others, or reduce overall spending. These shifts can manifest in social media interactions, such as changes in the types of products or services being discussed, shifts in sentiment, or fluctuations in engagement levels. It's like completing an obstacle course when it comes to implementing the Social Media Marketing Strategy. In 2023, amidst recession talk, the cost-of-living crisis and a seemingly endless stream of job announcements, it seems that an obstacle course is on fire. Based on the information the input, 49 % of consumers made a purchase decision. The social media sites on the other hand, in the same study, 60 % of respondents and about 45 % of people are likely to use social media sites to share information with others. Compared to 36%, searched for information on social media sites that were engaged in word-of-mouth pounds information on a company's website or news portal.

A survey has shown that 70% of consumers are using websites such as Facebook and blogs to gain information on products or brands, which is more than corporate sites in terms of purchasing behaviour. According to a survey, 60 % of respondents think they're using social media websites for information delivery. In addition, more than 70% of people said that recommendations on the Internet are valuable, reliable and fair.

Economic downturns can also impact the demographics of social media users. For example, individuals who are disproportionately affected by job losses or financial insecurity may reduce their use of social media or change their usage patterns. This can affect the composition of the audience being analyzed and may require adjustments in targeting strategies for marketers.

Impact of Russia Ukraine War:

Social media analytics tools often employ sentiment analysis to gauge public opinion on various topics. The sentiment surrounding the Russia-Ukraine conflict could range from sympathy and support for affected populations to anger and condemnation of aggressors. Understanding these sentiments can provide valuable insights into public perception and attitudes towards the conflict. Social media has become one of the most effective tools, with a significant role played by it in shaping conflict narrative and providing an opportunity to share information around the world. Mobilizing support, recording war crimes and facilitating humanitarian assistance to those in need is also made possible through this essential tool. By analysing four major social media networks Twitter, Facebook, Instagram and YouTube, the paper aims to examine the online networks of support during the Russia Ukraine conflict. The study examined the patterns and correlation between these platforms and online support sites using a large database of more than 68 million posts. During times of conflict, social media platforms are often inundated with misinformation, propaganda, and fake news. Analyzing social media data can help identify and debunk false information, track the spread of propaganda, and mitigate the impact of disinformation campaigns.

Market Segmentation:

By Component

  • Software

  • Services

By Function

  • Sentiment Analysis

  • Competitive Analysis

  • Hashtag Analysis

  • Dashboard & Visualization

  • Others

By Type

  • Predictive Analytics

  • Prescriptive Analytics

  • Diagnostic Analytic

  • Descriptive Analytics

By Vertical

  • BFSI

  • IT And Telecommunications

  • Retail And Consumer Goods

  • Healthcare And Lifesciences

  • Government And Public Sector

  • Media And Entertainment

  • Travel And Hospitality

  • Others

In 2023, the media and entertainment segment held a 25.7% market share. In order to assess the success of their content, media and entertainment industries use social media analytical tools more frequently. Measurement of metrics such as engagement, audience reach and sentiment is necessary to better understand the connection between content and viewers and make data driven decisions about optimising their content strategy.


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By Application

  • Sales And Marketing Management

  • Customer Experience Management

  • Competitive Intelligence

  • Risk Management and Fraud Detection

  • Public Safety and Law Enforcement

In 2023, the segment of risk management and fraud detection accounted for a market share of 32.4%. In the area of risk management and fraud detection in social media analytics, sophisticated analytical methods and AI algorithms are becoming more important. Realtime analysis of vast amounts of social media data through AI algorithms is able to detect and react more quickly to potentially dangerous situations and fraudulent activities.


The largest market share in 2023 was held by the North American region at 33.3%. In order to stay ahead of the latest trends, customer emotions and evolving challenges, businesses in North America are beginning to look for instant social media analytical tools. In order to ensure a high level of data protection, businesses in North America are investing in solutions that comply with stringent privacy rules.

In the Asia Pacific region, social media platforms are widely used and growing in popularity. In countries such as India, China, Indonesia and Japan, the use of social media is increasing. The need for social media analysis solutions is driven by the sheer amount of data. More analysis is needed in view of this growing need.



North America

  • US

  • Canada

  • Mexico


  • Eastern Europe

    • Poland

    • Romania

    • Hungary

    • Turkey

    • Rest of Eastern Europe

  • Western Europe

    • Germany

    • France

    • UK

    • Italy

    • Spain

    • Netherlands

    • Switzerland

    • Austria

    • Rest of Western Europe

Asia Pacific

  • China

  • India

  • Japan

  • South Korea

  • Vietnam

  • Singapore

  • Australia

  • Rest of Asia Pacific

Middle East & Africa

  • Middle East

    • UAE

    • Egypt

    • Saudi Arabia

    • Qatar

    • Rest of Middle East

  • Africa

    • Nigeria

    • South Africa

    • Rest of Africa

Latin America

  • Brazil

  • Argentina

  • Colombia

  • Rest of Latin America


The major key players are SAS Institute,, GoodData, HootSuite Media, Tableau Software, IBM Corporation, Oracle Corporation, Adobe Systems, SAP SE, NetBase Solutions & Other Players

SAS Institute-Company Financial Analysis

Company Landscape Analysis

Recent Developments:

  • TikTok expanded its marketing partnership programme in May 2022, introducing its first 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. The official partnership of the BrandWatch and TikTok will allow their clients to take care of, understand, and react to their social profiles.

  • March 2022: Paladin, a complete influencer marketing platform, has been purchased by Brandwatch. Brandwatch has enabled full influencer marketing functionality to be implemented in its suite of products with this acquisition. In addition, it enables brands to connect with consumers in an appropriate way. Paladin's platform offers campaign management, influencer discovery and reporting across the world's most popular social media platforms.

  • April 2022: In order to provide the necessary tools for the successful growth of social media, Digimind and Facelift have entered into a partnership. Facelift is a company that provides social media management tools. Both companies have been able to monitor their brand image and centrally manage all social networks thanks to the partnership. It's helping to make business decisions and take real action.

Social Media Analytics Market Report Scope:
Report Attributes Details
 Market Size in 2023

 US$ 8.08 Bn

 Market Size by 2031

 US$ 55.44 Bn


 CAGR of 27.02 % From 2024 to 2031

 Base Year


 Forecast Period


 Historical Data


 Report Scope & Coverage

Market Size, Segments Analysis, Competitive  Landscape, Regional Analysis, DROC & SWOT Analysis, Forecast Outlook

 Key Segments

• By Component (Software, Services)
• By Function (Sentiment Analysis, Competitive Analysis, Hashtag Analysis, Dashboard & Visualization, Others)
• By Type (Predictive Analytics, Prescriptive Analytics, Diagnostic Analytic, Descriptive Analytics)
• By Vertical (BFSI, IT And Telecommunications, Retail And Consumer Goods, Healthcare And Lifesciences, Government And Public Sector, Media And Entertainment, Travel And Hospitality, Others)
• By Application(Sales And Marketing Management, Customer Experience Management, Competitive Intelligence, Risk Management and Fraud Detection, Public Safety and Law Enforcement)

 Regional Analysis/Coverage North America (US, Canada, Mexico), Europe (Eastern Europe [Poland, Romania, Hungary, Turkey, Rest of Eastern Europe] Western Europe] Germany, France, UK, Italy, Spain, Netherlands, Switzerland, Austria, Rest of Western Europe]), Asia Pacific (China, India, Japan, South Korea, Vietnam, Singapore, Australia, Rest of Asia Pacific), Middle East & Africa (Middle East [UAE, Egypt, Saudi Arabia, Qatar, Rest of Middle East], Africa [Nigeria, South Africa, Rest of Africa], Latin America (Brazil, Argentina, Colombia, Rest of Latin America)
 Company Profiles

SAS Institute,, GoodData, HootSuite Media, Tableau Software, IBM Corporation, Oracle Corporation, Adobe Systems, SAP SE, NetBase Solutions

 Key Drivers

• An increasing number of people are using social media
• Increased market awareness and competitive knowledge

 Market Challenges

• There are no standard metrics for social media analytics
• Lack of a unified method to manage the growing amount of unstructured data 


Frequently Asked Questions

Ans: The Social Media Analytics Market was valued at USD 8.08 billion in 2023.

Ans: - Massive amounts of data are generated via social media networks and trends in cloud adoption are increasing.

Ans: - The segments covered in the Workforce Management Market report for study are On the Basis of Components, Application, Deployment Mode, Organization Size, Analytics Type, and Vertical.

Ans: - North America holds the greatest market share in the social media analytics business.

Ans: - The major key players are SAS Institute,, GoodData, HootSuite Media, Tableau Software, IBM Corporation, Oracle Corporation, Adobe Systems, SAP SE, and NetBase Solutions.


1. Introduction

1.1 Market Definition

1.2 Scope

1.3 Research Assumptions

2. Industry Flowchart

3. Research Methodology

4. Market Dynamics

4.1 Drivers

4.2 Restraints

4.3 Opportunities

4.4 Challenges

5. Impact Analysis

5.1 Impact of Russia-Ukraine Crisis

5.2 Impact of Economic Slowdown on Major Countries

5.2.1 Introduction

5.2.2 United States

5.2.3 Canada

5.2.4 Germany

5.2.5 France

5.2.6 UK

5.2.7 China

5.2.8 Japan

5.2.9 South Korea

5.2.10 India

6. Value Chain Analysis

7. Porter’s 5 Forces Model

8.  Pest Analysis

9. Social Media Analytics Market Segmentation, By Component

9.1 Introduction

9.2 Trend Analysis

9.3 Software

9.4 Services

10. Social Media Analytics Market Segmentation, By Function

10.1 Introduction

10.2 Trend Analysis

10.3 Sentiment Analysis

10.4 Competitive Analysis

10.5 Hashtag Analysis

10.6 Dashboard & Visualization

10.7 Others 

11. Social Media Analytics Market Segmentation, By Type

11.1 Introduction

11.2 Trend Analysis

11.3 Predictive Analytics

11.4 Prescriptive Analytics

11.5 Diagnostic Analytic

11.6 Descriptive Analytics

12. Social Media Analytics Market Segmentation, By Vertical

12.1 Introduction

12.2 Trend Analysis

12.3 BFSI

12.4 IT And Telecommunications

12.5 Retail and Consumer Goods

12.6 Healthcare and Lifesciences

12.7 Government and Public Sector

12.8 Media and Entertainment

12.9 Travel and Hospitality

12.10 Others 

13. Social Media Analytics Market Segmentation, By Application

13.1 Introduction

13.2 Trend Analysis

13.3 Sales and Marketing Management

13.4 Customer Experience Management

13.5 Competitive Intelligence

13.6 Risk Management and Fraud Detection

13.7 Public Safety and Law Enforcement

14. Regional Analysis

14.1 Introduction

14.2 North America

14.2.1 USA

14.2.2 Canada

14.2.3 Mexico

14.3 Europe

14.3.1 Eastern Europe Poland Romania Hungary Turkey Rest of Eastern Europe

14.3.2 Western Europe Germany France UK Italy Spain Netherlands Switzerland Austria Rest of Western Europe

14.4 Asia-Pacific

14.4.1 China

14.4.2 India

14.4.3 Japan

14.4.4 South Korea

14.4.5 Vietnam

14.4.6 Singapore

14.4.7 Australia

14.4.8 Rest of Asia Pacific

14.5 The Middle East & Africa

14.5.1 Middle East UAE Egypt Saudi Arabia Qatar Rest of the Middle East

14.5.2 Africa Nigeria South Africa Rest of Africa

14.6 Latin America

14.6.1 Brazil

14.6.2 Argentina

14.6.3 Colombia

14.6.4 Rest of Latin America

15. Company Profiles

15.1 SAS Institute

15.1.1 Company Overview

15.1.2 Financial

15.1.3 Products/ Services Offered

15.1.4 SWOT Analysis

15.1.5 The SNS View


15.2.1 Company Overview

15.2.2 Financial

15.2.3 Products/ Services Offered

15.2.4 SWOT Analysis

15.2.5 The SNS View

15.3 GoodData

15.3.1 Company Overview

15.3.2 Financial

15.3.3 Products/ Services Offered

15.3.4 SWOT Analysis

15.3.5 The SNS View

15.4 HootSuite Media

15.4.1 Company Overview

15.4.2 Financial

15.4.3 Products/ Services Offered

15.4.4 SWOT Analysis

15.4.5 The SNS View

15.5 Tableau Software

15.5.1 Company Overview

15.5.2 Financial

15.5.3 Products/ Services Offered

15.5.4 SWOT Analysis

15.5.5 The SNS View

15.6 IBM Corporation

15.6.1 Company Overview

15.6.2 Financial

15.6.3 Products/ Services Offered

15.6.4 SWOT Analysis

15.6.5 The SNS View

15.7 Oracle Corporation

15.7.1 Company Overview

15.7.2 Financial

15.7.3 Products/ Services Offered

15.7.4 SWOT Analysis

15.7.5 The SNS View

15.8 Adobe Systems

15.8.1 Company Overview

15.8.2 Financial

15.8.3 Products/ Services Offered

15.8.4 SWOT Analysis

15.8.5 The SNS View

15.9 SAP SE

15.9.1 Company Overview

15.9.2 Financial

15.9.3 Products/ Services Offered

15.9.4 SWOT Analysis

15.9.5 The SNS View

15.10 NetBase Solutions 

15.10.1 Company Overview

15.10.2 Financial

15.10.3 Products/ Services Offered

15.10.4 SWOT Analysis

15.10.5 The SNS View

16. Competitive Landscape

16.1 Competitive Benchmarking

16.2 Market Share Analysis

16.3 Recent Developments

16.3.1 Industry News

16.3.2 Company News

16.3.3 Mergers & Acquisitions

17. Use Case and Best Practices

18. Conclusion

An accurate research report requires proper strategizing as well as implementation. There are multiple factors involved in the completion of good and accurate research report and selecting the best methodology to compete the research is the toughest part. Since the research reports we provide play a crucial role in any company’s decision-making process, therefore we at SNS Insider always believe that we should choose the best method which gives us results closer to reality. This allows us to reach at a stage wherein we can provide our clients best and accurate investment to output ratio.

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The 5 steps process:

Step 1: Secondary Research:

Secondary Research or Desk Research is as the name suggests is a research process wherein, we collect data through the readily available information. In this process we use various paid and unpaid databases which our team has access to and gather data through the same. This includes examining of listed companies’ annual reports, Journals, SEC filling etc. Apart from this our team has access to various associations across the globe across different industries. Lastly, we have exchange relationships with various university as well as individual libraries.

Secondary Research

Step 2: Primary Research

When we talk about primary research, it is a type of study in which the researchers collect relevant data samples directly, rather than relying on previously collected data.  This type of research is focused on gaining content specific facts that can be sued to solve specific problems. Since the collected data is fresh and first hand therefore it makes the study more accurate and genuine.

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This step involves the triangulation of data wherein our team analyses the interview transcripts, online survey responses and observation of on filed participants. The below mentioned chart should give a better understanding of the part 1 of the primary interview.

Primary Research

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Data Bank Validation

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