A complete guide to Twitter hashtags’ analysis [2021 update]

December 18, 2020 ・ 12 min read

An analysis of a hashtag on Twitter is the cherry on your Twitter marketing strategy cake. A robust Twitter hashtags analytics will tell you how your posts perform and what changes you need to implement to boost your Twitter hashtag campaigns.

Investing in a robust Twitter presence will help you get ahead of your competitors, increase brand awareness, and, in the long run, generate new sales leads.

To enjoy all the perks of social media marketing you need a social media marketing strategy. To write a robust strategy, you need to track hashtags performance on Twitter and analyse the results of your Twitter marketing campaigns.

That’s not a complicated task, provided you have the right hashtag tracking tool and know which hashtags’ metrics to analyse.

If you are new to the game, don’t worry, we got you covered. This complete guide to Twitter hashtag analytics will help you set up effective hashtag campaigns.

Ready? Let’s see our hashtag tracking itinerary for today:

What is a Twitter hashtag?

Hashtags on Twitter play a similar role as on any other social media platform. They help improve social media reach impressions among users interested in specific topic and present your message to new audiences.

Moreover, by analysing hashtags performance you can:

  • improve influencers outreach;
  • improve social media strategy;
  • monitor and improve hashtag campaigns
  • build and improve brand awareness;
  • analyse brand sentiment;
  • collect general information about your audience.

From a user perspective, hashtags allow you to follow content users are most interested in – be it tweets from a concert, theme, sporting event, or anything else. With more and more content produced every day, it’s hard to spot the topics your audience might find interesting.

Hashtag tracking will help them filter the social media content and see the things your social media audience wants to interact with.

How to analyse hashtags on Twitter?

Twitter hashtag tracking is one of the elements of your social media success. Analysing the data around your tweets will help you pinpoint your strengths and weaknesses. This, in turn, will help you boost your reach, impressions, and the social media sentiment.

How to effectively track and analyse tweets? You need to follow a few simple steps:

  1. Choose the right hashtag tracking tool. The software will serve as an analytics tool as well, so make sure you get all the data you need.
  2. Add hashtag keyword or connect your Twitter account with the tool.
  3. Track the hashtags and analyse the results. In this part of the process, hashtag tracking analytics is vital.
  4. Prepare a hashtag tracking report. Include all the insights that might be important to others and show the results of your Twitter marketing campaign.

What data exactly will hashtag tracking analytics give you?

  • how your hashtags spread;
  • your hashtags reach;
  • what is the engagement rate around your hashtags;
  • how is your hashtag marketing campaign performing;
  • the general hashtag popularity;
  • top influencers within your business niche
  • hashtag suggestions to increase your social media reach

Track Twitter hashtags! Start free trial (no credit card required)

Tracking and analysing hashtags should be an essential part of your Twitter marketing strategy. And the process couldn’t be easier. With the help of hashtag tracking tool, you can monitor your hashtags in real-time and across many different social media platforms.

Hashtag tracking tools not only gather the necessary data, they also provide you with social media analysis data.

Hashtag tracking tool

Let’s take a deeper look at the hashtag tracking tool you can use for the job.

I’ll analyse Twitter hashtag performance based on the Brand24’s dashboard, top social listening tool (at least, according to Buffer).

Before you settle down with a hashtag tracking tool of your choice, make sure you will get all the data you need. See how many keywords you can track within each plan, does it have a hashtag tracking report, a list of top trending hashtags, and top influencers. Most social media tools allow you to gather this type of data. Moreover, many gather the data in real-time.

Try Twitter hashtag tracking! Set up a free trial account (no credit card required).

How to set up a hashtag tracker?

The good news is you can set up a free hashtag tracking project. Most tools, including Brand24, offer a free trial period so you can see for yourself whether the tool suits your needs.

To effectively track hashtags across social media, you need to choose the right hashtags keywords.

Track Twitter hashtags! Set up a free trial account (no credit card required).

For example, in Brand24’s project creation wizard, enter the hashtag keywords you want to track. Click create and voila! Your hashtag monitoring project is ready.

If you prepare marketing campaigns, you will track dedicated hashtags. A social listening tool will collect all hashtag mentions and provide you with information such as sentiment or social media reach to help you assess the results of your social media campaign.

You can use hashtag monitoring for other purposes as well. You can track your branded hashtag and track relevant content. This type of hashtag tracking is especially useful when it comes to monitor your brand reputation and preventing brand crises.

Hashtag analytics tool

There are different hashtag tracking tools available on the market.

Before you decide on the top hashtag tracking tool that suits your needs, take a closer look at the analytics and reporting sections. What features should you take into account while choosing the right Twitter analytics tool?

Take a closer look at:

  • sources
  • notifications
  • reporting
  • analytics

Since hashtag analytics is the core of the process, I’ll discuss hashtag tracking metrics in the next paragraph.


Of course, if you want to track hashtag performance across Twitter, the analytics tool needs to cover the microblogging platform. But it would be nice to put the data in a broader context.

Take a look what additional sources the media monitoring tool of your choice covers. For example, with Brand24 you can monitor:

  • major social media platforms, including Facebook, Instagram, Twitter, Youtube, and Twitch
  • news sites
  • blogs and forums
  • podcasts
  • newsletters
  • other publicly available Web sources

That way, you will be able to correctly track hashtags across different platforms.


In Brand24 you can connect your project to a dedicated Slack channel, so every time there’s a new mention, you will get an immediate notification.

The tool also offers email notification and an in-app alerts, both for Android and iOS.

I know who is talking about Brand24 and I can react right away.

What’s more, Brand24 provides real-time data. You can expect to see the social media mentions as soon as they land in the dashboard.

Create Twitter hashtag report! Start free trial!

But that is not the only reporting feature of the tool. You can also prepare custom reports that will showcase the metrics that are important to you.


Preparing dedicated reports is vital when it comes to Twitter hashtag campaigns. Fully customisable reports will help you prove your work to your superiors.

In your hashtag tracking report, include all the social media data that are important to assess the results of your marketing campaign.

I’ll describe all the hashtag data in a second, so you get an overview of what metrics are important.

But before you start creating social media reports, think about the goal. What do you want to achieve?

Create Twitter report! Set up your project!

Do you want to regularly show reports to your boss to present the results of a hashtag campaign? Then you should include metrics such as social media reach or the volume of mentions.

Twitter hashtags analytics metrics

Let’s take a look at the hashtag stats.

The key is to take a deeper look at the metrics that will bring actionable insights into your Twitter marketing strategy.

The old analytics saying states that if you don’t measure something, you can’t improve it. Hashtag tracking is a great way to determine the results of your social media campaign, determine the impact of your activities on the business bottom line, or present the data to your supervisors.

To get the whole picture, it is best to combine two or more Twitter metrics. This will give you the most complete set of data that will help you boost your online presence.

Which Twitter hashtag trackers should you examine?

The volume of mentions

The volume of mentions shows how many times your hashtag was used during a specified time. 

print screen of Brand24 showing the social media reach particular hashtags generated, in this case Twitter hashtags

Track hashtag performance!

That might seem like not much, but is, in fact, one of the essential metrics.

The volume of mentions will show you all the spikes in the number of hashtag mentions which help identify the seasons when your product is the most wanted. 

The volume of mentions analysis also shows social media reach and the total number of interactions.

Social media reach will tell how many people could have seen your tweets.

Number and types of interactions will help you determine whether your tweets are interesting for your audience.  

Hashtag sentiment analysis

The volume of mentions analytics won’t tell you the whole story. To really understand what people are saying about your brand you need to combine the volume of mentions with the sentiment analysis.

Hashtag sentiment analytics will tell you how people feel about the content that you post.

Here’s an example of a positive mention:

hashtag analytics of a positive mention about Jamie Oliver

And here’s a negative one:

Hashtag Analytics an example of negative mention about Jamie Oliver

Analysing the sentiment around your hashtag will allow you to determine whether your campaign was a success.

Sentiment analysis will help you prevent social media crises from escalating, build brand awareness, and even find insights that will help you improve your product or service.

Since sentiment analysis is vital in crisis management, you should choose a tool that collects mention in real-time.

A high volume of mentions with negative sentiment means your brand is evoking some bad feelings and you have to analyse the matter in greater detail.

Track Twitter sentiment! Start free trial

Prevailing positive sentiment will indicate that your content is resonating well with your target audience.

Social media reach

Social media reach is an estimated number of social media users that might have had stumble upon your tweet.

Social media reach shows how your hashtag is spreading and what audience it reaches.

Print screen of Brand24 dashboard showing social media reach of a certain keyword, in this case a Twitter hashtag

Calculate social media reach

It’s a very useful piece of data. You’ve probably already built your buyers persona, now it’s the time to confront your research with reality.

You might find a brand new audience for your product which is excellent news because it means you’ll be able to convert more users and increase your revenue.

But that can mean something negative as well. You can spread your message to the wrong audience. In this case, you need to change the message or change the social media channel. Maybe there’s no one interested in what you’re offering on Twitter and your target customers hang out on Instagram instead?


I will argue that engagement is one of the most important metrics when it comes to social media analytics.

print screen from Brand24 showing the number of interactions from Twitter based on hashtag analytics

Track Twitter hashtags

Engagement rates tell you how many users interact with your content. If your posts are interesting, attractive, and relevant, your audience will appreciate it and interact with them.


Influencer marketing is an amazingly effective way of promoting your business. Customers tend to trust influencers’ messages much more than traditional advertising.

print screen from Brand24 showing the most influential public profiles on TwitterMonitor Twitter hashtags

The key to success is to find the right influencers to cooperate with.

The most persuasive influencers are already in your network. They are either already talking about your product or talking extensively about your specific niche.

To find top influencers with the highest share of voice, go to Brand24’s Analysis tab. 

Brand24’s algorithm shows two metrics you might find interesting: influence of top public profiles and most active public profiles.

The influence of social media authors will also indicate their share of voice (the amount of discussion on the Internet generated by these social media users) and their influence (how many people were possibly affected by their message).

Track Twitter hashtags! Set up free trial (no credit card required)

Why are Twitter hashtags important?

Hashtags on Twitter serve many different purposes. In general, hashtags make your tweets easy to find for people interested in your content.

But that’s not the only purpose of the hashtag. Track hashtags to:

  • spread your tweets among the existing audience
  • reach brand new audiences
  • measure the performance of Twitter marketing and PR campaigns
  • improve hashtag reach
  • deliver tweets to the right users with specific interests
  • find related hashtags to further boost your content

The benefits of using a hashtag tracker across your social media accounts are hard to miss.

Why is it important to use the right hashtags?

You can use up to 30 hashtags on Instagram which gives you plenty of opportunities to use branded hashtags and get your content exposed to the right audience.

It’s different on Twitter.

You only have 280 characters for each tweet which means you have to curate your content carefully. That’s why choosing the right hashtag is essential.

Identifying the right Twitter hashtags will help you boost your message and reach users who reflect your ideal marketing personas.

How to use hashtags on Twitter?

There are different types of hashtags you can use on Twitter:

  • branded hashtags;
  • campaign-specific hashtags;
  • trending hashtags;
  • event hashtags;
  • content hashtags

Branded hashtag can be a hashtag you use with every post.

Campaign-specific hashtag will help you analyse the reach of your social media campaign.

Campaign-specific hashtag usually has a much shorter lifespan as it is attached only to one marketing campaign. Analysing campaign specific hashtags allow you to take a look at your campaign performance.

Trending hashtags will help you boost your brand awareness. These are popular hashtags associated with your specific business niche that other users incorporate into their tweets.

Event hashtags are hashtags dedicated to a specific event. They usually have a short life-span and are popular during different conferences, concerts, fairs, etc.

Content hashtags are also called industry-specific hashtags. This type of hashtag will help you increase your brand awareness and find new audiences interested in your content.

Finding trending hashtags

We established how crucial it is to add and analyse the right hashtag to your Twitter message. The popularity of hashtags has an impact on the results of your marketing campaign.

The question remains – how do you spot the hashtags that will be relevant to your audience and will boost the visibility of your posts? In other words, can you spot Twitter hashtag trend?

Using Brand24’s Analytics tab, of course!

Based on the data we collect, we generate a list of 100 hashtags that are relevant to your industry. We added hashtag analytics metrics so you can see how many mentions each hashtag generated.

List of trending hashtags generated by Brand24 you can use to analyse the performance of your Tweets

Try free hashtag tracking!

Social media listening tools, in general, don’t collect historical data, only the mentions that appear from the moment you create a project.

The good news is though, Brand24 will collect real-time data.

Discover hashtag tracking tool! Start your free trial

If you have a project for a more extended period, you’ll be able to analyse historical data from previous months. All you have to do is change the date range in the upper right corner.

This functionality will help you spot the seasonal changes in hashtags’ usage and adjust your hashtag Twitter campaigns accordingly.

Boost your Twitter presence with hashtags

Twitter hashtags can help you reach an audience who is actively talking about things relevant to your brand. Participating in relevant conversations and sharing your experiences and thoughts will help you establish your brand as an industry leader. Implementing a hashtag tracking tool will help you assess the results of your efforts.

Twitter hashtags are a great way to boost your marketing efforts. That’s why it’s important to find the right hashtags and monitor their performance online.

Analysing hashtags will help you reach the right audience which will ultimately increase sales.

So, are you ready to give hashtag tracking a spin?


Twitter monitoring

Hashtag search