Iconosquare

Iconosquare Review: Deep Instagram and TikTok Analytics for Data-Driven Social Teams

Iconosquare occupies a narrow but clear position in the social media tool landscape: it is the analytics specialist tool for teams where understanding Instagram and TikTok performance in depth is more important than scheduling automation. While Buffer schedules more efficiently and Sprout Social offers more complete management features, Iconosquare provides analytical depth on Instagram and TikTok that neither of those tools matches.

Analytics Depth

Iconosquare's Instagram analytics go substantially beyond what Meta's native Business Insights provide:

• Reach and Impressions breakdown: Feed posts, Stories, Reels, and IGTV tracked separately with historical trends
• Story performance: Individual story frame completion rates, tap-forward and tap-backward rates, and exit rates — identifying where audience attention drops within a story sequence
• Reels analytics: Views, reach, plays, reach rate, and engagement rate per Reel with benchmarking against account historical average
• Follower demographics: Age, gender, location, and active hours analysis for the actual current follower base — more granular than Meta's native breakdown
• Hashtag analytics: Tracking reach and engagement generated by specific hashtag sets across posts
• Best time to post: Calculated from the account's specific historical engagement patterns, not category averages

For brands running social media as a data-driven channel where strategic decisions are based on performance data, this depth enables optimisation decisions that native analytics cannot support.

Industry Benchmarks

Iconosquare's benchmark database compares your account's engagement rate, posting frequency, follower growth rate, and reach against anonymised industry averages for your vertical (fashion, food and beverage, beauty, technology, retail, etc.). This contextualises performance in a way that raw numbers cannot — an engagement rate of 2.1% is excellent in one category and below average in another.

For agencies reporting to clients who compare their social media performance against vague competitor perceptions, industry benchmarks provide professional context and realistic expectation-setting without requiring manual competitive research.

Competitor Tracking

Iconosquare tracks up to 5 competitor Instagram accounts automatically, collecting their follower count, posting frequency, engagement rate, and top posts on a rolling basis. The competitor comparison dashboard presents your performance alongside tracked competitors on the same axes — enabling the kind of side-by-side performance comparison that informs content strategy adjustments.

Scheduling

Iconosquare includes post scheduling for Instagram, TikTok, Facebook, Twitter, and LinkedIn as part of its platform. The scheduling interface is functional but not as streamlined as Buffer's or Later's purpose-built schedulers. Teams using Iconosquare primarily for analytics while scheduling in a different tool will find the scheduling features adequate but not a reason to switch their scheduling workflow.

Pricing Consideration

At $49/month for a single profile, Iconosquare's cost is difficult to justify as a primary social media tool when Metricool provides competitor analysis at a lower price point. For analytics specialists and agencies where deep Instagram and TikTok data is specifically the core use case, the premium is justifiable. For teams wanting balanced scheduling + analytics, Metricool or Sprout Social provide better overall value.

Verdict

Iconosquare is the best tool for social media analysts and agencies that need deep Instagram and TikTok performance data, industry benchmarks, and professional reporting capabilities. Scheduling-primary teams and multi-channel managers are better served by broader alternatives.

Score: 7.6/10 — Best Instagram and TikTok analytics depth; limited scheduling features and higher price than competitors with comparable analytics.