Let’s paint a picture. You’re scrolling through Instagram, LinkedIn or whatever platform you promised yourself you’d “use properly this year”, and there they are again. A competitor. Posting confidently. Getting comments. Looking suspiciously like they know what they’re doing.
You tell yourself you’re happy for them. You are not.
At this point, most business owners either spiral into comparison or slam the laptop shut and pretend social media doesn’t exist. Neither is especially useful. This is where competitive analysis on social media comes in – not as a creepy stalking exercise, but as a grown-up way to understand what’s actually working in your space. And no, this isn’t about copying anyone. It’s about paying attention.
How to carry out a social media competitor analysis
Competitive analysis on social media means regularly reviewing how other businesses in your market show up online – what they post, how people respond, and what patterns emerge – so you can make smarter decisions about your own content, positioning and strategy.
Done properly, it helps you spot opportunities, avoid blind alleys, and stop guessing.
Why people think they’re doing this already (and usually aren’t)
Most people think competitive analysis means a quick scroll through a rival’s feed, a mental note of “they post a lot of Reels”, and then carrying on as before.
That’s not analysis. That’s curiosity with no follow-through.
Proper competitive analysis looks at behaviour over time. It asks questions like:
- What types of posts consistently get engagement?
- What topics spark conversation versus polite silence?
- How often do they post, and does frequency correlate with growth?
- What tone of voice are they using, and how does the audience respond?
- Where are people pushing back, questioning, or disagreeing?
This matters because social media platforms reward signals, not effort. If something repeatedly lands well with a shared audience, that tells you far more than any trend report.
Who you should be analysing
Here’s where people often overcomplicate things.
You don’t need a spreadsheet of fifty competitors. You need a short, realistic list that reflects your actual market.
Look at:
- Businesses offering similar services at a similar price point
- Brands competing for the same audience’s attention, even if their offer differs
- One or two aspirational accounts doing well slightly ahead of where you want to be
Avoid comparing yourself to global brands with full content teams unless you enjoy unnecessary stress.
What to pay attention to when reviewing competitor content
Follower counts are the least interesting metric on the page. What matters more:
- Engagement quality – comments, saves, replies, not just likes
- Content themes – what they talk about repeatedly
- Format patterns – video, carousels, text-led posts
- Audience reaction – agreement, questions, debate, indifference
- Consistency – whether results come from repetition, not one-offs
You are looking for signals, not inspiration boards.
What no longer works
There are a few assumptions that trip businesses up again and again. Posting at the same time as competitors to “ride the wave” rarely works now. Platforms reward relevance, not synchronised posting. Copying formats without understanding context leads to content that feels hollow. The audience can tell. Obsessing over hashtags while ignoring message clarity is like rearranging furniture while the roof leaks. Or Rome burns.
What still works
Watching how competitors frame problems is useful. Not to copy their words, but to understand which pain points resonate. Noticing what audiences push back on is just as valuable as spotting what performs well. Tracking changes over time matters more than snapshots. One good post proves nothing. A pattern tells a story.
A quick social media competitor analyis checklist
If you want to do this without turning it into a full-time job:
- Choose 3 to 5 relevant competitors
- Review their last 30 to 60 days of content
- Note repeated topics and formats
- Pay attention to comments, not just likes
- Compare what they do well with what you currently avoid
- Decide one thing to test, not ten
That’s it. No stalking required. Unless you want to.
Frequently Asked Questions
What is competitive analysis on social media in simple terms?
It’s paying attention to what similar businesses are doing online so you can stop guessing and start making better decisions. Think: observing patterns, not lurking with binoculars.
Is competitive analysis only for large businesses?
Definitely not. If anything, smaller businesses need it more. You don’t have time to waste on tactics that look busy but do nothing – this helps you dodge those early.
How often should I review competitor activity?
A light weekly scan keeps you aware. A deeper monthly look helps you spot patterns. Daily stalking, however, is not required and rarely healthy.
Does this mean I should copy what competitors are doing?
No. Copying is how you end up sounding like everyone else. The point is to understand what audiences respond to, then apply it in your own voice – not borrow someone else’s.
What’s the biggest mistake people make with competitive analysis?
Looking… and then doing absolutely nothing differently. If it doesn’t change how you show up, it’s just scrolling with extra steps.
Can competitive analysis replace a social media strategy?
Afraid not. It’s a useful input, not a magic shortcut. You still need clarity, consistency and a reason for posting beyond “everyone else is”.
Next steps
Competitive analysis on social media isn’t about being paranoid or reactive. It’s about paying attention to the room you’re already in.
Your competitors are running live experiments every day. Watching the results costs nothing. Ignoring them costs time, money and momentum.
If your competitors seem weirdly confident online and you’re wondering whether they know something you don’t – let’s take a look together.
