Awario vs Keyhole in 2026: Self-serve web listening vs enterprise hashtag analytics behind a Muck Rack sales call
Awario is a self-serve monitoring tool covering social, news, blogs, forums, and reviews from €29 a month. Keyhole was acquired by Muck Rack and now has no public pricing and no self-serve signup at all.
Awario
Keyhole- Keyhole has no public pricing of any kind. Since its 2024 acquisition by Muck Rack, the keyhole.co pricing page redirects to a Muck Rack demo request form. Awario publishes full pricing across three tiers starting at €29/month on annual billing.
- Keyhole has no self-serve signup and no free trial. Awario offers a free trial on its Starter plan with no credit card required.
- Keyhole tracks hashtags and keywords with multi-year historical data and audience quality scoring for influencer analytics. Awario has neither a hashtag-specific campaign view nor influencer scoring.
- Awario covers social media, news, blogs, forums, and reviews via a 13-billion-page-per-day crawl. Keyhole's coverage is social-only: X, Instagram, Facebook, YouTube, TikTok, and LinkedIn, with no news or blog monitoring.
- Awario unlocks API access and white-label reporting on its Pro plan at €89/month annual. Keyhole restricts API access to its Enterprise tier and does not publicly document white-label availability at any level.
- Keyhole's customer list includes NBC Universal, Billboard, USTA, and WWF, reflecting its current enterprise-only positioning. Awario is built and priced for SMBs, digital PR professionals, and agencies.
Awario and Keyhole used to compete on similar ground: both track keywords and hashtags across social platforms and turn the results into sentiment and competitor charts. That comparison changed in 2024, when Muck Rack acquired Keyhole and folded its pricing into Muck Rack's enterprise sales process. Today, keyhole.co has no public price list and no way to sign up without booking a demo, while Awario remains a self-serve tool you can start using in minutes for €29 a month. What Keyhole still does well is hashtag-anchored campaign measurement and influencer quality scoring, workflows Awario was never built for. What Awario still does well is broad, affordable coverage across social, news, blogs, forums, and reviews without a sales conversation standing between you and the dashboard.
The tools at a glance
Awario
Brand monitoring and social listening across social media, news, blogs, forums, and reviews.
Awario tracks mentions of a brand, keyword, or competitor across X, Facebook, Instagram, Reddit, YouTube, Vimeo, news sites, blogs, forums, and review platforms from a single dashboard organised by topic. A 13-billion-page-per-day crawl means new mentions typically surface within minutes, and pricing is a flat monthly fee per workspace rather than per seat, which keeps costs predictable as a team grows.
Each topic supports Boolean search with AND, OR, and NOT operators, useful for filtering noise out of a common brand name. Sentiment is tagged automatically, reach estimates factor in source authority and follower counts, and competitor tracking works simply by pointing a second topic slot at a rival's name, producing side-by-side share-of-voice charts without extra setup.
What Awario does not attempt is hashtag-anchored campaign measurement or influencer quality scoring, the two things Keyhole built its reputation on. There is also no multi-year historical archive built into the product. For a team that mainly needs to know when and where its brand gets mentioned across the open web, that is rarely a gap that matters; for a team running influencer campaigns measured by hashtag reach, it is a real limitation.
| Feature | Starter €29/mo (annual) / €49/mo | Pro €89/mo (annual) / €149/mo | Enterprise €249/mo (annual) / €399/mo |
|---|---|---|---|
| Topics | 3 | 15 | 100 |
| New mentions / mo | 30,000 | 300,000 | 1,000,000 |
| Team members | 1 | 10 | Unlimited |
| White-label reports | No | Yes | Yes |
| API access | No | Yes | Yes |
| Free trial | Yes | Yes | Yes |
Keyhole
Social media analytics with hashtag tracking, influencer analytics, and campaign measurement, now part of the Muck Rack platform
Keyhole has been in the market since 2012, built around hashtag and keyword tracking with historical data spanning multiple years, influencer analytics with an audience quality score, and campaign aggregation that pulls every post using a shared hashtag, owned, partner, and influencer alike, into one performance view. Its customer list includes NBC Universal, Billboard, USTA, and WWF, and it has held a top ranking on G2 in the social media analytics category.
In 2024, Muck Rack, the PR software platform, acquired Keyhole. As of 2026, the keyhole.co pricing page redirects straight to a Muck Rack demo request form. There is no public price list and no self-serve trial; every evaluation starts with an enterprise sales conversation. This is a material change for a product that previously had accessible self-serve tiers.
The underlying feature set has not gotten worse, and for the workflows it targets, hashtag campaign measurement and influencer partnership reporting in particular, it is genuinely well-built. The problem is access. Coverage is social-only, with no news, blog, or podcast monitoring, and the enterprise-only sales motion means mid-market teams and smaller agencies that were previously Keyhole's natural buyer now have to justify a sales process just to see a price.
| Feature | Professional Contact for pricing | Enterprise Contact for pricing |
|---|---|---|
| Hashtag and keyword tracking | Yes | Yes |
| Historical data | Limited | Extended |
| Influencer analytics | Yes | Yes |
| Campaign measurement | Yes | Yes |
| API access | No | Yes |
| Dedicated account manager | No | Yes |
Head-to-head feature comparison
| Feature | Awario | Keyhole |
|---|---|---|
| Sources monitored | Social (X, Facebook, Instagram, Reddit, YouTube, Vimeo), news, blogs, forums, reviews | Social only: X, Instagram, Facebook, YouTube, TikTok, LinkedIn |
| Hashtag & campaign tracking | No dedicated hashtag or campaign-aggregation view | Yes, multi-year historical hashtag and keyword tracking |
| Influencer analytics & quality scoring | No | Yes, audience quality scoring |
| Sentiment analysis | Yes (positive/negative/neutral) | Yes, included in hashtag and keyword tracking |
| Competitor benchmarking | Yes, side-by-side share of voice via topic slots | Yes, competitor social account benchmarking |
| API access | Yes, Pro plan (€89/mo annual) and above | Enterprise tier only |
| Automated / white-label reporting | Scheduled reports on all plans; white-label on Pro and above | Automated reports on all tiers; white-label not publicly documented |
| Self-serve signup | Yes, no demo required | No, Muck Rack demo required |
| Free trial or demo required | Free trial, no credit card required | No self-serve trial; demo required |
| Team seats on entry plan | 1 (Starter) | Not publicly documented |
| Pricing transparency | Full public pricing across 3 tiers | No public pricing at any tier |
| Starting price | €29/mo (annual) | Contact for pricing |
Which should you choose?
AwarioKeyholeKeyholeAwarioAwarioKeyholeAwarioThis comparison is lopsided on access even where it is close on features. Keyhole's hashtag analytics and influencer scoring are genuinely differentiated capabilities that Awario simply does not offer, and its enterprise customer list proves the product holds up at scale. But since the Muck Rack acquisition, there is no way to evaluate Keyhole without first going through a sales conversation, and no visibility into cost until that conversation happens. Awario's feature set is narrower in the hashtag and influencer department, but it is a tool you can actually try today, with pricing published up front and coverage that extends past social media into news, blogs, forums, and reviews. For most teams outside the enterprise campaign-measurement use case, that accessibility gap decides the comparison before features even enter the conversation.
Bottom line
Start the Awario free trial if you want broad web and social coverage you can validate this week without a demo call. Only pursue Keyhole if hashtag-anchored campaign measurement or influencer quality scoring is a core requirement and your organisation already runs an enterprise procurement process, since a Muck Rack sales conversation is now mandatory just to see a price. For most SMB and mid-market brand monitoring needs, Awario's combination of published pricing and multi-source coverage makes it the lower-friction starting point.
Frequently asked questions
Can I still sign up for Keyhole without talking to sales?
No, as of 2026 there is no self-serve signup for Keyhole. Since its acquisition by Muck Rack, the keyhole.co pricing page redirects to a Muck Rack demo request form, and every new account goes through an enterprise sales process before pricing is disclosed. Awario, by contrast, offers a free trial with no credit card required and public pricing starting at €29/month.
Is Awario or Keyhole better for tracking hashtag campaigns?
Keyhole is built specifically for this and Awario is not. Keyhole aggregates every post using a shared hashtag, owned content, partner posts, and influencer content, into a single campaign performance view with multi-year historical data, while Awario organises tracking around keyword-based topics rather than hashtags and has no equivalent campaign aggregation feature.
Why does Keyhole have no public pricing anymore?
Keyhole was acquired by Muck Rack, the PR software platform, in 2024, and its pricing and onboarding now run through Muck Rack's enterprise sales process rather than a self-serve model. This means there is no published price list and no way to see cost without submitting a demo request and speaking to sales.
Which tool covers more than just social media, Awario or Keyhole?
Awario covers considerably more ground outside social media. It monitors news sites, blogs, forums, and review platforms in addition to X, Facebook, Instagram, Reddit, YouTube, and Vimeo, while Keyhole's coverage is social-only across X, Instagram, Facebook, YouTube, TikTok, and LinkedIn, with no news, blog, or podcast monitoring.
Is Keyhole worth pursuing for a small business or solo marketer in 2026?
Realistically, no. With no self-serve access and no public pricing, Keyhole's current positioning through Muck Rack targets enterprise marketing teams and PR agencies, not small businesses. A small business or solo marketer needing hashtag or social analytics is better served starting with Awario's free trial, since it offers transparent pricing and a working product on day one.
Does Awario offer influencer analytics like Keyhole does?
No, Awario has no influencer-specific analytics or audience quality scoring. It surfaces reach and estimated influence for individual mentions based on source authority and follower count, but it does not identify top-performing influencers within a hashtag or produce the kind of quality scoring Keyhole uses to separate genuine engagement from inflated metrics.