Did you know that 63.7% of the world’s population is on social media? That’s over 5.17 billion potential conversations about your brand happening right now. But here’s the catch—most of these conversations aren’t happening in your comments section.
Think about it: How often do you scroll through content without hitting that like button? Your customers are doing the same. They’re watching, reading, and making purchase decisions without leaving a trace in your metrics.
That’s where social listening comes in.
It’s about tracking Instagram mentions and hashtags and understanding how people perceive and interact with your brand across the digital landscape.
Through our work with hundreds of brands, we’ve discovered that the most valuable insights often come from the quietest corners of the internet. So, let me show you how to tap into these invisible conversations and turn them into actionable insights.
What are social media listening tools?
With the recent introduction of AI, social media listening has boomed. Moreover, we expect to see its wide adoption in 2025 since the race toward data collection powered by AI analysis offers huge advantages to all brands and businesses.
According to Brandwatch, 96% of dissatisfied customers don’t complain directly to brands. Instead, they tell their friends and followers of their experiences.
This is where social listening becomes crucial:
Social media listening tools are real-time intelligence platforms designed to transform the chaotic noise of social media posts into actionable business insights. These tools go beyond monitoring mentions and hashtags; they serve as strategic advisors, leveraging AI to predict social media trends, uncover customer sentiment, and provide a competitive edge.
Social media chatter isn’t just noise—it’s a goldmine of customer testimonials, trends, and opportunities, and brands like Nike and Starbucks use these tools to stay ahead. They keep a watchful eye on all major social media platforms at all times.
For example, using social listening methods, Nike detected growing interest in sustainable products, which led to their successful “Move to Zero” campaign. That said, let’s explore why 2025 could be your turning point for social listening.
Did you know?
Unlike, social media monitoring tools—which track real-time mentions and brand-specific keywords to reactively respond to immediate issues—social listening tools analyze broader trends and sentiment over time to inform strategy, making them proactive.
Why do businesses need a social listening tool?
Abeer Alessa, CEO of The Bold Group, puts it perfectly:
“Listening to your audience is everything. It’s at the heart of it all. Brands can’t afford to ignore their customers anymore. Now? Social listening is no longer an option—it’s a must!”
She’s right, and here’s why:
- Gen Z drives the shift – they shop through videos, live streams, and influencers. Shopping is now an experience for them, not just a transaction;
- Trust is built by listening – today’s customers want more than a sales pitch. They want proof you’re paying attention and care about what they have to say;
- Global audiences aren’t one-size-fits-all – what works in one market might flop in another. Social listening helps you understand and adapt to cultural differences;
- Crisis management made easier – social listening tools help you identify and address PR issues in real-time and help your online reputation before it’s too late;
- Stay ahead of trends – by monitoring conversations, you can spot emerging trends and pivot your strategy to align with what your audience cares about most.
As you can see, social listening tools give brands access to social media channels and insights to stay relevant, connect authentically, and respond quickly.
It’s how you win today—and tomorrow. Ultimately, social listening tools are a must-have addition to your marketing stack.
Need further reassurance? Watch this talk from the 2024 Web Summit:
17 expert opinions on why you should invest in social media listening tools in 2025
We asked 30 marketing thought leaders about the role of social listening tools in their 2025 strategies. Here’s what some of them had to say:
- Invest in social media listening tools
- Use Mention for PR and LinkedIn tracking
- Consider social listening for market insights
- Track brand mentions for real-time insights
- Reinvest in social listening for industry trends
- Enhance content marketing with social listening
- Monitor customer sentiment with social listening
- Invest in social listening for customer engagement
- Invest in AI-driven social listening tools
- Monitor brand mentions for crisis management
- Use social listening for competitor analysis
- Invest in social listening for a competitive edge
- Use social listening for video campaigns
- Leverage social media monitoring for campaigns
- Use social listening for legal services
- Use social listening for competitive advantage
- Invest in social listening for e-commerce insights
1. Invest in social media listening tools
By 2025, investing in a social media listening tool will be essential. It’s not just about tracking mentions anymore—it’s about understanding the deeper conversations and emerging patterns that influence strategies in ways standard analytics cannot. We’ve seen firsthand how these tools transform campaigns, helping us refine ad content, adjust audience segmentation, and stay agile in a fast-paced social landscape.
Cody Jensen, CEO & Founder, Searchbloom
2. Use Mention for PR and LinkedIn tracking
For B2B businesses, LinkedIn remains a critical platform for sales enablement and lead generation, which is why we use tools like Mention to track performance and PR activity. Instagram, while less significant for our operations, supports recruitment branding. By leveraging the right social listening tools, we can monitor conversations tailored to each platform’s unique value and make data-driven decisions for better results.
Olga Natalchenko, PR Manager, Wiserbrand
3. Consider social listening for market insights
Social listening tools haven’t been a focus for us, given our emphasis on direct client relationships. However, 2025 may mark a shift. With LinkedIn’s evolving B2B landscape, we see opportunities to use these tools for tracking industry trends in the software development space, monitoring decision-makers’ conversations, and gaining competitive intelligence. Our focus isn’t just on brand mentions – we’re looking at industry keywords and decision-maker conversations that could signal new opportunities.
Oleh Sorokopud, Head of Digital Marketing, Softjourn
4. Track brand mentions for real-time insights
Social listening tools provide a pulse on industry conversations. Without them, you’re in the dark.
With more conversations happening online, these tools help you track brand mentions, keywords, and hashtags across platforms, offering real-time insights into how customers feel about your brand.
Beyond direct mentions, social listening reveals trends in customer sentiment—both positive and negative—so you can act quickly to address concerns, enhance customer service, and even turn challenges into loyalty-building opportunities.
It’s not just about your brand, either. Monitoring competitors gives you valuable insights into their strategies, uncovering opportunities to improve your own campaigns and meet market needs.
With advancements in AI and predictive analytics, these tools help you anticipate trends and stay ahead in today’s fast-moving digital world. Investing in social listening isn’t just smart; it’s essential for driving better marketing and stronger connections with your audience.
Nikita Sharma, Chief Marketing Officer, Hicentrik Digital Marketing
5. Reinvest in social listening for industry trends
Data shows that real-time social listening directly impacts ROI. At Social Status, we’re doubling down on these tools because they’ve proven invaluable for tracking industry conversations and customer sentiment. Without social listening capabilities, brands miss critical market signals and emerging opportunities.
For us, the key benefit is the ability to convert social data into actionable insights. Our strategy relies on social listening to identify trends early, shape content pillars, and make data-backed decisions that resonate with our audience.
Tim Hill, Co-Founder and CEO, Social Status
6. Enhance content marketing with social listening
In 2025, investing in a social media listening tool is key to enhancing your content strategy. Tools like Brandwatch, Sprout Social, or Hootsuite help you track audience engagement, spot trends, and analyze competitors.
I’ve used Brandwatch to track campaign conversations and adjust messaging, resulting in a 15% boost in engagement. Social listening also helps uncover gaps in competitors’ strategies, giving you a competitive edge. These tools ensure you stay ahead of trends, measure success accurately, and make data-driven decisions for better ROI.
Sebastian Petrosi, Head of Content Marketing, Howtostream.ca
7. Monitor customer sentiment with social listening
In my experience, social media listening is a game-changer for understanding customer sentiment. By tracking conversations about my brand, competitors, and industry trends, I get real-time insights into what my audience is thinking and feeling. For example, when working with a fashion brand, we used social listening to gather feedback on their latest collection. This helped us adjust our marketing strategies and respond to our audience’s needs right away.
I also love how social listening can boost personalization in marketing. Analyzing social media conversations has helped me spot customer preferences and pain points. When I noticed more chatter about sustainable fashion, I shifted our messaging to emphasize eco-friendly practices, which boosted engagement.
It’s also a great way to stay ahead of the competition. By monitoring how customers view competing brands, I’ve fine-tuned my own marketing strategies. After a competitor’s new product got mixed reviews, we used that feedback to identify gaps and improve our own offering.
Social listening acts as an early warning system. By keeping an eye on online conversations, I can spot potential issues before they grow. When customers voiced concerns about a product feature, we addressed it quickly, showing that we valued their feedback and were committed to improvement.
Kate Dzhevaga, CMO, Head of Growth, SYMVOLT
8. Invest in social listening for customer engagement
From my experience, social media listening tools will be essential in 2025—and here’s why. Social media is becoming the go-to place for customer engagement, making it crucial for businesses to track and understand customer sentiment in real-time. At Pretty Moment, we transformed our product line by analyzing real-time customer conversations on Instagram and TikTok.
Beyond monitoring mentions, these tools deliver actionable competitive insights. Our team at Digital Silk leveraged social listening to identify emerging market opportunities, directly contributing to a 40% revenue boost. In 2025’s rapidly evolving digital landscape, these tools aren’t just nice to have – they’re essential for data-driven success.
Eva Miller, VP of Marketing, Pretty Moment
9. Invest in AI-driven social listening tools
Looking ahead to 2025, I believe social listening tools must evolve beyond basic tracking. As Director of Inbound Marketing, I’ll only invest in platforms that offer AI-driven sentiment analysis, predictive insights, and precise audience segmentation. With platforms like Discord, Instagram, and TikTok constantly evolving, we need tools that can spot emerging trends and help create timely, relevant campaigns.
The rise of social commerce, especially through platforms like TikTok Shop, demands tools that can connect conversations directly to purchase intent. These solutions must integrate smoothly with existing marketing tools like HubSpot or Salesforce and deliver clear ROI metrics. Remember – it’s not about fancy dashboards, but about staying competitive in a fast-moving digital landscape.
Turn Instagram Mentions Into Sales
Embed Instagram mentions and boost trust with real user-generated content.
10. Monitor brand mentions for crisis management
With social platforms exploding and conversations happening constantly, knowing what people are saying about your brand is more important than ever. A good listening tool lets me track keywords and brand mentions in real-time, helping me catch potential crises early and discover new ways to connect with my audience.
Last year, for example, our tool flagged a viral complaint about our product. We jumped on it right away, addressed the issue publicly, and turned a negative into a chance to highlight our dedication to customer service. The quick response earned praise online and boosted our brand’s reputation. Without that tool, we probably wouldn’t have seen the complaint until it was too late.
In today’s fast-moving world, staying ahead on social media isn’t optional—it’s essential for managing reputation and staying connected. That’s why investing in a social listening tool is a top priority for 2025 and beyond.
Daniel Nyquist, CMO, Crosslist
11. Use social listening for competitor analysis
Using social listening for competitor analysis has been incredibly impactful for me. With a tool like this, I can track real-time conversations about our brand without spending hours searching through comments. During our product launch last year, it helped me identify discussions about features our competitor offered that we didn’t. That insight led to the creation of a comparison chart in our marketing, which boosted sales by 15%.
It’s not just about hearing feedback—it’s about acting on it in meaningful ways. For instance, during a seasonal sale, I adjusted our pricing based on competitor insights, keeping us competitive. The tool even flagged an influencer mentioning our product, which led to a partnership and hundreds of new followers. Social media evolves quickly, and having this kind of information helps me make confident, timely decisions that truly drive results.
Chris Bajda, E-commerce Entrepreneur & Managing Partner, GroomsDay
12. Invest in social listening for competitive edge
Staying ahead of the competition in 2025 means investing in social media listening tools. They don’t just track conversations—they reveal customer sentiments, identify trends, and help tailor your strategies to market needs. These tools also aid in crisis management, letting you catch and address issues before they escalate.
For example, a small coffee shop used social listening to spot the rising demand for oat milk in their area. They quickly added oat milk options to their menu and ran a social media contest, boosting engagement and sales. Insights like these let you give customers exactly what they’re craving.
Aaron Whittaker, VP of Demand Generation & Marketing, Thrive Digital Marketing Agency
13. Use social listening for video campaigns
I plan to use a social media listening tool in 2025 because it gives me insight into what audiences genuinely care about. Social media trends move fast, and tools like this help keep up. Last year, I noticed a lot of buzz around “day in the life” videos on TikTok, which inspired us to suggest a campaign for a client showcasing their team’s daily routines. That campaign boosted engagement by 30%, humanized the brand, and made their audience feel closer to the people behind it.
Social media listening tools make these opportunities easier to spot and allow me to craft video strategies that feel timely and personal. In 2025, I plan to use these tools even more to understand audience behaviors and deliver content that genuinely connects.
Spencer Romenco, Chief Growth Strategist, Growth Spurt
14. Leverage social media monitoring for campaigns
Social media monitoring tools go beyond simply gathering data—they help turn insights into actionable strategies. For example, during a beauty product campaign, we used a monitoring tool to spot an emerging trend around a skincare ingredient. By collaborating with influencers who showcased this trend, we successfully launched a campaign that captured our target audience’s attention. Without listening to and observing market trends, we might have missed this opportunity.
These tools also help brands connect audience emotions with strategic planning, creating campaigns that genuinely engage and leave a lasting impression.
Top practical techniques for success:
- Monitor competitors to find opportunities and stand out.
- Create notifications for hashtags or topics to spot trends early.
- Evaluate audience sentiment to improve communication and interaction.
- Identify influencers who resonate with your audience for impactful collaborations.
- Address customer feedback to build trust and protect your brand’s reputation.
Inigo Rivero, Managing Director, House Of Marketers
15. Use social listening for legal services
I will still invest in a social media listening tool in 2025 because I want precise, actionable insights that directly shape how campaigns are planned and measured. It’s not enough to just rely on traditional metrics like likes or impressions, which usually don’t tell you if your efforts are genuinely influencing behavior or perception. A listening tool lets me track the real conversations happening around a campaign, uncovering the nuances behind what the audience thinks and how they feel.
When running campaigns for law firms, for example, I need to monitor how potential clients discuss legal services. Are they concerned about cost, expertise, or accessibility? A listening tool enables me to identify these patterns in real time, so I can fine-tune messaging to address those concerns immediately. This is what drives measurable results, whether it’s improving click-through rates or increasing conversions.
Mushfiq Sarker, Chief Executive Officer, LaGrande Marketing
16. Use social listening for competitive advantage
A few years ago, Our company ‘Liquid Web” was having a tough time connecting with customers and keeping them happy. We needed to pay more attention to what people were saying about us online. I decided to try a social media listening tool to help us understand what people were talking about. At first, I didn’t see big changes right away, but soon, I noticed something important: customers were mentioning problems with a specific product feature. By fixing that, we made customers much happier.
Once we started listening more closely to what people were saying, we also picked up on a new trend that our competitors were already using. Thanks to the social media tool, we were able to jump on this trend quickly and adjust our messages to match what people were interested in. This helped us reach more people and got us 40% more leads because we were talking about what mattered most to our audience.
Now, looking back, I can see how important it was to use a social media listening tool. It’s not just about seeing what people say about your brand – it’s about finding out what they really care about and using that information to improve your business. If you’re thinking about using one, I highly recommend it. It helps you make better decisions and can lead to great results.
Sachin Puri, Chief Growth Officer, Liquid Web
17. Invest in social listening for e-commerce insights
As an e-commerce business owner, investment in a social media listening tool in 2025 is a no-brainer. Given the exponential rise in social media users, harnessing these platforms for key insights has become pivotal to a brand’s success. In my experience leading Bulletproof Zone, these tools provide invaluable data about customer preferences, trends, and feedback.
Three years ago, we implemented a social media listening tool and saw an impressive increase in website traffic and sales. These actionable insights have helped us tailor our product offerings and marketing strategies more effectively. Therefore, I firmly believe in the ROI potential of this investment. Not only does it boost customer relations and brand awareness, but it also gives us a much-needed edge over competitors in this constantly evolving e-commerce environment.
Kevin Lim, CEO, Bulletproof Zone
Top social listening tools for 2025
Social listening isn’t just another trend — it’s a proven method for driving ROI and demonstrating the value of social media strategies. Businesses that leverage social listening feel significantly more confident about their ROI than non-listeners.
In 2025, social listening will go beyond tracking mentions. It’s about uncovering what your customers truly care about, spotting opportunities before your competitors do, and making informed decisions that deliver results.
Whether you’re navigating a viral moment or fine-tuning your campaigns, these tools give you the insights you need to stay ahead.
Let’s explore the best social listening tools of 2025 and how they help you ride the micro-virality wave, track cultural moments, and make data-driven decisions:
1. EmbedSocial – Best for aggregating and displaying user-generated content
EmbedSocial offers a unique solution for collecting, managing, and displaying customer feedback from various channels, including social media. Its social listening capabilities make it a powerful tool for identifying customer sentiment, uncovering trends, and showcasing user-generated content.
Key features:
- Aggregates social media mentions, reviews, and comments in one place
- AI-powered analysis for identifying customer sentiment and key trends
- Customizable widgets to display user-generated content on websites
- Integration with Google Reviews, Facebook, and Instagram
- Automatic updates to keep content fresh and relevant
Pricing:
EmbedSocial offers flexible plans starting from $29/month, with a free option for basic features and small businesses. So, if you are looking for one of the best social media aggregators for marketers that also functions as a social listening tool, you need this one!
2. Sprout Social – Comprehensive social media management and listening
Sprout Social combines social listening with advanced management tools, making it ideal for brands seeking an all-in-one platform. Its listening capabilities help brands uncover actionable insights and measure brand sentiment.
Key features:
- Social listening across multiple platforms, including Twitter, Instagram, and Facebook
- Sentiment analysis to track audience perception
- Trend discovery to stay ahead of the competition
- Detailed reporting for social media campaigns
- Collaboration tools for teams
Pricing:
Plans start at $249/month, with a free trial available to explore the platform’s features.
3. Brandwatch—Advanced data analysis and trend discovery
Brandwatch is a powerhouse for deep social media analytics and trend discovery. It’s best suited for businesses looking to make data-driven decisions based on comprehensive insights from social media.
Key features:
- AI-driven trend analysis and predictive insights
- Monitoring of over 100 million data sources
- Real-time alerts for critical mentions or crises
- Customizable dashboards for advanced analytics
- Integration with tools like Hootsuite and Google Analytics
Pricing:
Brandwatch’s pricing is available on request, catering primarily to enterprise clients.
4. Hootsuite – Easy-to-Use Dashboard with Powerful Listening Tools
Hootsuite is a popular choice for businesses of all sizes, thanks to its simple interface and powerful listening features. It helps brands keep tabs on conversations and mentions across multiple platforms.
Key features:
- Social listening for brand mentions and keywords
- Integration with all major social networks
- Scheduled reporting for tracking trends over time
- Easy collaboration with team workflows
- Affordable plans for small businesses
Pricing:
Hootsuite plans start at $99/month for professionals, with custom pricing available for larger teams.
5. Sprinklr – Enterprise grade tool with extensive integrations
Sprinklr is a robust enterprise-grade tool with social listening as one of its core offerings. It’s ideal for large businesses seeking advanced integrations and global insights.
Key features:
- AI-powered sentiment and intent analysis
- Real-time monitoring of over 25 social networks
- Extensive integration capabilities with CRM and marketing platforms
- Enterprise-level security and compliance features
- Highly customizable for unique business needs
Pricing:
Pricing is customized based on the scope of usage and the size of the business.
6. HubSpot – Great for CRM integration and social insights
HubSpot enhances its CRM capabilities with built-in social media listening tools, making it a valuable option for brands focused on personalized engagement and streamlined marketing.
Key features:
- Social listening integrated with HubSpot’s CRM
- Competitor analysis for benchmarking performance
- Automated workflows triggered by social mentions
- In-depth reporting for campaign optimization
- User-friendly interface and excellent customer support
Pricing:
HubSpot’s social media tools are included in their Marketing Hub plans, starting at $50/month for basic features.
How to choose the best social media listening software
Picking the right social media listening tool can make or break your strategy. Here’s how to pick a platform that works best for you:
Find a tool that fits your workflow
Your social listening software should work with you, not against you. Look for platforms that integrate easily with your existing systems, like CRM or email marketing tools, so you can act on insights without jumping through hoops.
Prioritise tools that align with your goals
Think about what you need the most. Are you tracking trends, monitoring competitors, or analyzing sentiment? Choose a software that delivers insights directly tied to your specific objectives.
Start simple, then scale
You don’t need to go big from the start. Find a tool with a manageable entry point – pricing and features—and ensure it can grow as your business evolves. Scalable options mean you’re never paying for what you don’t need.
Evaluate reporting and analytics capabilities
Look for tools that offer robust reporting features, such as customizable dashboards and detailed analytics. These features help you track performance and present actionable insights to your stakeholders clearly and meaningfully.
Focus on your audience, not just the tool
At the end of the day, the goal isn’t just to track mentions. It’s to hear your customers—what they care about, what they’re saying, and how you can show up for them. The best tools help you stay relevant and build trust, not just collect data.
Best practices when using listening tools for social media
Social listening turns surface-level metrics into actionable insights, bridging the gap between “vanity metrics” and measurable ROI. It’s gathering data and understanding your customers, anticipating their needs, and making decisions that drive real impact.
Use these customer-focused strategies to turn your efforts into tangible results:
- Set clear, business-driven goals – define clear, measurable goals—like increasing sales, improving customer satisfaction, or identifying market opportunities. Purposeful listening leads to actionable outcomes;
- Track relevant conversations – monitor the keywords, hashtags, and conversations that directly relate to your audience and industry. Use real-time insights to stay ahead of trends and understand how they’re resonating with your community;
- Act fast on feedback – timely responses build trust and show customers they’re heard. Whether it’s resolving customer concerns or joining in on cultural moments, act quickly to maintain a positive social media reputation;
- Turn insights into actionable strategies – use social listening data to inform decisions across marketing, sales, and product development. Identify market gaps, customer sentiment, and even potential crises before they escalate, and adapt your strategy;
- Connect listening insights to ROI – use the data you gather to demonstrate tangible results, whether it’s driving traffic, increasing customer sign-ups, or improving brand sentiment. Connecting social listening to ROI helps secure future investments.
Conclusion: Social listening tools are essential for your business success in the digital age!
In 2025, organizations are prioritizing tools for social listening as they tie directly to ROI and help refine strategies with real-time data. With tools like these, brands can:
- Identify trends before they peak,
- Engage meaningfully with their audience,
- Drive sales by aligning campaigns with cultural moments.
So, what are you waiting for? Enhance your social media management toolbox with a social listening platform to start transforming your insights into measurable success.
Also, if you are looking for an all-in-one UGC management and social proof tool that also unlocks your social listening potential, try EmbedSocial today!
FAQs on social listening tools
What are social listening tools?
Social listening tools help you truly understand your customers by tracking conversations, mentions, and trends across social media, blogs, and forums. They go beyond surface-level engagement to provide deep insights into customer sentiment and market needs, empowering you to make smarter decisions and build stronger connections.
How do social listening tools work?
What is a good tool for social listening?
Tools like EmbedSocial, Sprout Social, and Brandwatch are some of the best for tracking online conversations and gathering insights. Each platform offers unique features tailored to different business needs—whether you’re a small startup or a large enterprise looking to gain a competitive edge through data-driven strategies.
How much do social listening tools cost?
Pricing ranges from free versions with basic features to premium plans starting at around $29/month (EmbedSocial). As your needs grow, so do the tools, with scalable options offering more robust data, deeper insights, and enhanced reporting capabilities.
Are there free social listening tools available?
Yes, platforms like EmbedSocial offer free plans, which are great for businesses just starting to explore social listening. For those seeking more advanced insights and analytics, paid plans provide the extra tools necessary to make the most of your social media efforts.
How can social listening tools help improve customer service?
Social listening helps you identify customer pain points in real-time, enabling you to respond quickly with tailored solutions that drive satisfaction. By actively listening to feedback, you can turn potential frustrations into opportunities for deeper engagement, building long-term loyalty.
Which industries benefit most from social listening tools?
E-commerce, hospitality, technology, and any industry that thrives on customer insights and market trends can gain tremendous value from social listening. These tools allow you to uncover actionable insights that can shape your strategy, refine your product offerings, and connect with customers in a more meaningful way.