2023 Guide to Social Media Competitor Analysis [Free Template]

How will you keep forward of the competitors and win on social media? Begin with a social media aggressive evaluation.

It should inform you the way you stack up towards others in your business, and floor new alternatives and potential threats.

This information will train you the way to conduct your individual aggressive evaluation for social media. We’ll additionally checklist the greatest social media aggressive evaluation instruments and offer you a free template to enable you get began.

What is a social media competitor analysis?

A social media competitor analysis is an analysis of your competition on social media to find out what their strengths and weaknesses are, and how those strengths and weaknesses compare to your own.

It’s a process of benchmarking your own results against the heavy-hitters in your industry, so you can identify opportunities for growth as well as strategies that aren’t performing as well as they should.

A social media competitive analysis, specifically, will help you:

  • Identify who your competitors are on social media
  • Know which social platforms they’re on
  • Know how they’re using those platforms
  • Understand how well their social strategy is working
  • Benchmark your social results against the competition
  • Identify social threats to your business
  • Find gaps in your own social media marketing strategy

The benefits of running a competitor analysis on social media

Learning about your competitors is not the only reason to do a competitor analysis on social media. It will also give you insights into your own business and your audience (which likely overlaps with your competitors’ audiences).

Here are some surprising insights a social media competitive analysis can give you:

Finally, a social media aggressive evaluation provides you with as a lot as you set into it. It’s possible you’ll select to do a one-off social media competitor report or rent somebody in your workforce whose sole job it’s to hold monitor of your rivals. Most companies do one thing in-between: a quarterly or month-to-month report.

No matter you stage of study you select, the insights might be invaluable.

How to do a social media competitor evaluation in 4 steps

We’ve damaged the method of conducting a aggressive evaluation on social media into 4 steps that can work for any model.

Earlier than your begin, obtain this free social media competitor evaluation template to hold monitor of your efforts.

Step 1. Find your competitors

Identify your competitive keywords

You probably already know some of the keywords your business is trying to rank for in the search engines. For example, if you work for a Manhattan-based hotel, you’re likely focused on keyword such as “New York hotels,” and “best places to stay in Manhattan.”

But if your property is a boutique hotel with evening wine tastings and local art, you’re not necessarily competing directly with the Holiday Inn. Having a thorough understanding of your keyword inventory will help you develop a clear picture of who you’re really competing against online.

The Google Adwords Keyword Planner is a superb place to determine the key phrases most related to your model. Even should you don’t promote with Google Adwords, this instrument is free to use.

To start out, use the instrument to analyze your web site. You’ll get a listing of related key phrases, together with the typical month-to-month searches and estimated stage of competitors.

Or, you may enter your identified goal key phrases into the instrument. Once more, you’ll get a listing of associated key phrases with knowledge on search quantity and competitors. Use these associated key phrases to enable you slender your definition of your rivals, so you may be sure to’re analyzing companies which might be really competing with your individual.

Examine who’s rating for these key phrases in Google

Select the highest 5 or 10 key phrases which have probably the most relevance to your small business, and plug them into Google. You’ll quickly get a way of who your prime competitors is on-line.

Pay particular consideration to the manufacturers in your business which might be paying for Google advertisements to get their names above the natural search outcomes, as they’re placing their cash the place their advertising and marketing ambitions are. Even when they don’t have nice natural search rankings (but), it’s value testing how they’re acting on social media.

Screenshot of Google search results for "boutique hotel manhattan"

Click on by way of to the web sites of any manufacturers that seem to be potential rivals. Most companies hyperlink to their social channels within the header or the footer of their web site. Enter the hyperlinks to their social profiles in your aggressive evaluation spreadsheet.

Examine who seems in social searches for these key phrases

The manufacturers that rank on your key phrases in Google aren’t essentially the identical ones that rank properly inside the social networks themselves. Since this can be a social media aggressive evaluation, you want to see who comes up tops in social search outcomes, too.

For instance, head to Fb and enter your key phrase within the search field. Then click on on Pages within the prime menu.

Screenshot of Facebook search results for "boutique hotel manhattan"

For extra recommendations on looking the assorted social networks, try our submit on the best ways to research online.

Discover out what related manufacturers your viewers follows

Fb Viewers Insights and Twitter Analytics may give you some good insights into which different manufacturers your viewers follows on these social networks. If these manufacturers are related to yours, it’s value contemplating them as potential rivals.

To search out which manufacturers your viewers follows on Fb:

  • Open Facebook Audience Insights
  • Use the left column to enter the demographics of your target audience OR scroll down to Pages within the left column and enter your present Fb Web page beneath Folks Related to
  • Within the prime menu, click on Web page Likes

Need to dive deeper? We’ve received an entire submit with extra recommendations on how to use Facebook Audience insights for customer research.

Screenshot of Facebook's Audience Insights dashboard

It’s possible you’ll discover that not one of the Pages recognized are related to your business, but when they’re, add them to your rivals checklist.

On Twitter, slightly than checking in your complete viewers, you may verify to see who your prime followers are related to.

  • Open Twitter Analytics.
  • Scroll down to every of your High Followers for the final a number of months
  • Click on View profile for every High Follower
  • Click on Following on their profile to see the total checklist of accounts they’re following, or click on Tweets & replies to see which accounts they work together with

"Top Follower" view in Twitter analytics

Select up to 5 rivals to concentrate on

By now you’ve received an enormous checklist of potential rivals — excess of you would fairly embody in an intensive aggressive evaluation. It’s time to slender down your checklist to the highest three to 5 manufacturers who you’re most carefully competing with on social media. Select the manufacturers which have the closest match to your goal area of interest.

Step 2. Collect intel

Now that you already know who your competitors is, you want to study what they’re up to on social media.

Click on by way of to the social networks of every of the manufacturers you’ve recognized as prime rivals. As talked about above, you may often discover these hyperlinks within the header or footer of their web site. In your social media aggressive evaluation template, make observe of the next:

  • What social networks are they on?
  • How massive is their following and how briskly is it rising?
  • Who’re their prime followers?
  • How usually do they submit?
  • What’s their engagement price?
  • What’s their social share of voice?
  • What hashtags do they use most frequently?
  • What number of hashtags do they use?

Yow will discover a lot of this data simply by clicking round your competitors’s social profiles. For extra streamlined knowledge gathering, try the analytics instruments talked about under.

Don’t neglect to monitor all of this stuff on your personal social channels as properly. This can enable you along with your evaluation within the subsequent step.

Step 3. Do a SWOT evaluation

Now that you simply’ve gathered all that knowledge, it’s time to analyze it in a method that helps you perceive the place you stand in contrast to the competitors. As a part of this evaluation, you’ll additionally search for potential methods to enhance your technique, and potential hazards to be careful for alongside the way in which.

A SWOT evaluation is a superb instrument to enable you suppose clearly about all of this data. In a SWOT evaluation, you’re taking a tough take a look at your small business and the competitors to determine:

  • S – Strengths
  • W – Weaknesses
  • O – Alternatives
  • T – Threats

The essential factor to know is that strengths and weaknesses contain components inner to your model. Mainly, these are stuff you’re doing proper, and areas the place you would stand to enhance.

Alternatives and threats are primarily based on exterior components: issues taking place in your aggressive setting that you simply want to pay attention to.

Chart showing a SWOT analysis template

Listed below are some objects to checklist in every quadrant of the SWOT template.


Checklist metrics for which your numbers are greater than the competitors.


Checklist metrics for which your numbers are lagging behind the competitors. These are areas you’ll need to concentrate on enhancing by way of testing and tweaks to your social media strategy.

Remember that you would have each strengths and weaknesses for every social community. For instance, possibly your Fb follower rely is greater than your rivals, however they’ve higher follower progress. Or possibly you’ve gotten fewer Instagram followers however greater engagement.

Get fairly particular right here, as a result of these distinctions will enable you determine your alternatives and threats.


Now which you can see at a look the place you stand in contrast to the competitors, you may determine potential alternatives to benefit from.

These alternatives could be areas the place you suppose you would enhance in contrast to your competitors primarily based on data you’ve already gathered, or they may very well be primarily based on anticipated or current modifications within the social media world.

For instance, should you concentrate to the Hootsuite Weekly Rundown on Instagram, you’ll know that byte simply launched a new video platform that’s basically a successor to Vine. Contemplating the strengths and weaknesses you’ve recognized, might this current a possible alternative on your model to outshine the competitors?


Like alternatives, threats come from exterior your group. To get a eager sense of upcoming threats, take a great take a look at numbers associated to progress, or something that signifies change over time.

For instance, a competitor that’s small however has a excessive follower progress price may current a much bigger risk that a big competitor with stagnant progress.

That is one other space the place you want to keep watch over the broader business for upcoming modifications that might have an effect on your place in contrast to your rivals. The Hootsuite State of Digital Reports are an awesome supply of business data to contemplate.

Step 4. Incorporate the newest knowledge with social media monitoring

You’ll want to revisit your social media aggressive evaluation frequently to hold it present. Make this a daily a part of your quarterly or annual reporting and overview. Which means you’ll want a continuing provide of up-to-date data.

Placing a strong social media monitoring strategy in place will equip you with that real-time knowledge to incorporate in your subsequent evaluation. That is an particularly helpful technique for figuring out potential alternatives and threats.

We’ll go over some instruments you should use for social media monitoring under. Mainly, it’s all about being conscious of social conversations involving your model, your rivals, and your business.

Document any essential data or occasions you uncover by way of social media monitoring within the Notes column of your aggressive evaluation template, and incorporate them into your revised alternatives and threats throughout your subsequent overview.

7 prime social media competitor evaluation instruments

In step 2, we talked about how to collect intelligence immediately from the social networks. Listed below are a few of the greatest social media aggressive evaluation instruments to enable you get began.

1. Competitive Analysis in Hootsuite Analytics

Whether or not you’re operating a full aggressive evaluation or simply shopping for inspiration, look no additional. Hootsuite Analytics does Instagram, Fb, and Twitter aggressive evaluation for you. You’ll be able to monitor up to 20 rivals per community and get a transparent view of your strengths and weaknesses — plus actionable insights on the highest posts, hashtags, and content material codecs in your area of interest.

Observe these 4 easy steps to monitor rivals with Hootsuite:

  1. Sign up to your Hootsuite account and decide Analytics from the principle menu on the left facet of the dashboard.
  2. Then, click on on Aggressive evaluation within the Benchmarking part.
  3. On the prime of the web page, use the dropdown checklist of your social profiles to choose the one you need to examine to rivals. 
  4. Then, decide the rivals you need to measure your efficiency towards. To try this, go into the second dropdown checklist and verify the bins subsequent to the rivals you need to view. So as to add rivals, click on Handle rivals on the backside of the dropdown field. 

Social media competitor analysis in Hootsuite Analytics: Selecting a competitor

Then, sort the identify of a competitor into the search bar and choose the proper profile from the dropdown checklist. You’ll be able to add up to 20 social accounts per community (Fb, Instagram, and Twitter) to your watchlist.

Social media competitor analysis in Hootsuite Analytics: Adding a new competitor

And that’s it! Now you may browse a number of aggressive stories, together with:

Overview, the place you may see the variety of posts you and your rivals posted within the chosen timeframe (that may be adjusted within the prime proper nook of the dashboard) in addition to each account’s posting frequency, common engagement, variety of followers, and viewers progress price.

Social media competitor analysis in Hootsuite Analytics: Overview report

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Publish efficiency, the place you may overview your and your rivals’ prime posts and kind outcomes by likes, feedback, and engagement — and rapidly fetch inspiration for what to publish subsequent.

Efficiency by submit sort, the place you’ll find out what forms of posts — images, movies, carousels, or Reels — are hottest with every model’s viewers. Outcomes may be sorted to present which submit varieties get probably the most likes, feedback, or engagement.

Social media competitor analysis in Hootsuite Analytics: Performance by post type, pie charts

Publish efficiency (by feedback, likes, or estimated engagement), the place you may see the way you and your rivals did day by day inside the specified timeframe — multi functional easy-to-read graph. You’ll be able to drill down outcomes by submit sort, or stick to the general view.

Social media competitor analysis in Hootsuite Analytics: Overall post performance by comments graph

Trending hashtags… which speaks for itself.

Social media competitor analysis in Hootsuite Analytics: Trending hashtags report

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Publish size, the place you’ll find out what number of characters and hashtags, on common, your rivals use of their posts.

Social media competitor analysis in Hootsuite Analytics: Post length report

Learn more about competitive analysis in Hootsuite Analytics. The function is on the market in all paid plans.

2. Trade benchmarking in Hootsuite Analytics

If you need to see how your outcomes form up towards your business as an entire (slightly than particular person rivals), that is the proper instrument for you.

With Hootsuite’s social media benchmarking, you’ll find out how others in your business are doing on social and examine your outcomes with only a few clicks. 

To get business benchmarks, comply with these steps:

  1. Sign up to your Hootsuite dashboard and head to Analytics.
  2. Within the menu on the left facet of the display screen, scroll to Benchmarking and click on Trade.
  3. Choose an business that greatest describes your small business. 

Selecting an industry in Hootsuite Analytics Industry Benchmarking

That’s it! Now you may see how your outcomes examine to common efficiency stats inside your business. You’ll be able to arrange customized timeframes, change between networks — Instagram, Fb, Twitter, LinkedIn, and TikTok — and lookup benchmarks for the next metrics:

  • Profile impressions
  • Profile attain
  • Followers
  • Viewers progress price
  • Engagement price
  • Video performs
  • Posting frequency
  • Clicks
  • Shares

… and extra.

Industry benchmarking in Hootsuite Analytics; Two graphs comparing post engagement rate and post like numbers.

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Additionally, you will discover assets to enhance your efficiency proper within the abstract part:

Industry benchmarking in Hootsuite Analytics: Performance summary with dedicated resources for improvement

And, should you want to current your outcomes to your workforce, boss, or different stakeholders, you may simply obtain your comparability report as a PDF file. 

3. Hootsuite Streams

Hootsuite Streams is a strong instrument that permits you to monitor key phrases, rivals, and hashtags throughout each social community—all from one easy-to-use dashboard. The only use case? Add all of your rivals accounts to one Stream and verify on it everytime you need. However you are able to do rather more than that.

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4. Brandwatch

Brandwatch provides some highly effective aggressive evaluation instruments. One of the crucial essential is its easy-to-understand graphic exhibiting your model’s social share of voice.

Social share of voice is a measure of how a lot folks discuss your model on-line in contrast to how a lot they discuss your rivals. This is without doubt one of the metrics it is best to monitor in your social media aggressive evaluation template.

Screenshot of social share of voice view in Brandwatch

Brandwatch integrates with Hootsuite. Right here’s a video exhibiting how the 2 functions work collectively to present key aggressive evaluation data.

5. Synapview

Prepared to transcend social media aggressive evaluation? Synapview is an app that allows you to monitor rivals and hashtags on Reddit and blogs too.

Synapview social media competitve analysis in the Hootsuite dashboard

6. Mentionlytics

Mentionlytics is a social media monitoring instrument that can also be nice for doing a social media aggressive evaluation. You’ll be able to uncover all the things that’s being stated about your model, your rivals, or any key phrase on Twitter, Instagram, Fb, Youtube, Pinterest and all net sources (information, blogs, and so forth.).

Plus, it has a helpful “sentiment evaluation” function, so you may see not solely what is being stated about your rivals however how it’s being stated.

social media competitor analysis with Mentionlytics dashboard

PS: Mentionlytics integrates with Hootsuite so you may see all the things it pulls in your Streams.

7. Talkwalker

Talkwalker is primarily often called a social listening instrument with an enormous library of insights – aggressive or in any other case – of over 150 million sources, together with blogs, boards, movies, information, critiques, and social networks.

Use it if you’d like to spy in your rivals past simply social media, and if you’d like to hold tabs on what your complete business is saying normally. It’s nice for top stage overviews in addition to detailed analyses.

social media competitive analysis with Talkwalker insights in the Hootsuite dashboard

Free social media aggressive evaluation template

You may create your individual spreadsheet to hold monitor of all the data you collect throughout your social media aggressive evaluation.

However should you’d slightly get straight to work gathering knowledge and placing it to use, obtain our free social media aggressive evaluation template and simply begin plugging within the data you acquire. There’s a tab on your SWOT evaluation, too.

social media competitive analysis template preview

Use Hootsuite to crush the competition on social media. From a single dashboard you can manage all your profiles, track competitors and relevant conversations, improve performance, and much more. Try it free today.

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