Social media competitor analysis: + free template for 2025

How do you stay ahead of the competition and win on social media? Start with a social media competitive analysis.

It will tell you how you stack up against others in your industry, and surface new opportunities as well as potential threats.

This guide will teach you how to analyze — and learn from — competitor performance. We’ll also list the best social media competitive analysis tools and give you a free template to help you get started.

More of a visual learner? Check out our video to find out how to perform a competitive analysis on social media in just three steps:

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 media platforms they’re on
• Know how they’re using those platforms
• Understand how well their social and content strategies are working
• Benchmark your social media results against the competition
• Identify social threats to your business
• Find gaps in your own social presence

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 deeper insights into your own business and your target audience (which likely overlaps with your competitors’ audiences).

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

• Performance benchmarks for your own business, such as average followers, engagement rates, and share of voice
• Ideas for the best times to post on social media (since your audience is likely online at a similar time)
• An understanding of the potential customer pain points
• New (and better) ideas for content formats that may resonate with your audience (or that, conversely, does NOT resonate with your audience, and which you might want to avoid)
• An understanding of how to communicate with your audience on certain platforms (i.e., casually or formally)
• Ideas for ways to differentiate your brand
• And more!

Ultimately, a social media competitive analysis will give you as much as you put into it. You may choose to do a one-off social media competitor report or hire someone on your team whose sole job it would be to keep track of your competitors. Most businesses do something in-between: a quarterly or monthly competitor analysis report.

Whatever level of analysis you choose, the insights will be invaluable.

Free social media competitor analysis template

You could create your own spreadsheet to keep track of all the information you gather during your social media competitive analysis.

But if you’d rather get straight to work collecting data and putting it to use, download our free social media competitive analysis template and just start plugging in the information you collect.

This template will also help you track key metrics, industry benchmarks, and KPIs, as well as monitor pricing trends across competitors. PS. There’s a tab for your SWOT analysis, too.

Bonus!!!

Get a free, customizable competitive analysis template to easily size up the competition and identify opportunities for your brand to pull ahead.

Download now How to do a social media competitor analysis in 4 steps

Before you start, download this free social media competitor analysis template to keep track 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 keywords 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 keywords relevant to your product offering will help you develop a clear picture of who you’re really competing against online.

The Google Adwords Keyword Planner is a great place to identify the keywords most relevant to your brand. Even if you don’t advertise with Google Adwords, this tool is free to use.

To start, use the tool to analyze your website. You’ll get a list of relevant keywords, along with the average monthly searches and estimated level of competition.

Or, you can enter your known target keywords into the tool. Again, you’ll get a list of related keywords with data on search volume and competition. Use these related keywords to help you narrow your definition of your competitors, so you can make sure you’re analyzing businesses that are truly competing with your own.

Check who’s ranking for those keywords in Google

Choose the top five or 10 keywords that have the most relevance to your business, and plug them into Google. You’ll soon get a sense of who your top competition is online.

Pay special attention to the brands in your industry that are paying for Google ads to get their names above the organic search results, as they’re putting their money where their marketing ambitions are. Even if they don’t have great organic search rankings (yet), it’s worth checking out how they’re performing on social media.

Click through to the websites of any brands that appear to be potential competitors. Most businesses link to their social media accounts in the header or footer of their website. Enter the links to their social media accounts in your competitive analysis spreadsheet

Check who appears in social searches for those keywords

The brands that rank for your keywords in Google are not necessarily the same ones that rank well within the social networks themselves. Since this is a social media competitive analysis, you need to see who comes up tops in social search results, too.

For example, head to Instagram and enter your keyword in the search box. Then, browse the “For you” feed and take note of the brands that show up there.

You may have heard that TikTok has become Gen Z’s favorite search engine. So, if you’re trying to reach a younger audience, make sure to run a search there too.

Find out what similar brands your audience follows

Facebook Audience Insights and X (Twitter) Analytics can give you some good insights into which other brands your target audience follows on these social platforms. If these brands are similar to yours, it’s worth considering them as potential competitors.

To find which brands your audience follows on Facebook:

• Open Facebook Audience Insights
• Scroll down to Top pages 

You may find that none of the Pages identified are relevant to your industry, but if they are, add them to your list of competitors.

On X, rather than checking on your whole audience, you can check to see who your top followers are connected to.

• Open X Analytics.
• Scroll down to each of your Top Followers for the last several months
• Click View profile for each Top Follower
• Click Following on their profile to see the full list of accounts they’re following, or click Tweets & replies to see which accounts they interact with

Choose up to 5 competitors to focus on

By now you’ve got a huge list of potential direct and indirect competitors — far more than you could reasonably include in a thorough competitive analysis. It’s time to narrow down your list to the top three to five brands who you are most closely competing with on social media. Choose the brands that have the closest fit to your target audience.

Step 2. Gather intel

Now that you know who your competition is, you need to learn what they’re up to on social media.

Click through to the social media accounts of each of the brands you’ve identified as top competitors. As mentioned above, you can usually find these links in the header or footer of their website. In your social media competitive analysis template, make note of the following:

• What social media platforms are they on?
• How large is their following and how fast is it growing?
• Who are their top followers?
• How often do they post?
• What is their engagement rate?
• What is their social share of voice?
• What hashtags do they use most often?
• How many hashtags do they use?

You can find much of this information about your competitors just by clicking around their social channels. For more streamlined data gathering, check out the social media analytics tools mentioned below.

Don’t forget to track all of these things for your own social media accounts as well. This will help you with your analysis in the next step.

Step 3. Do a SWOT analysis

Now that you’ve gathered all that data, it’s time to analyze it in a way that helps you understand where you stand compared to the competition. As part of this analysis, you’ll also look for potential ways to improve your social media marketing strategy, and potential hazards to watch out for along the way.

A SWOT analysis is a great tool to help you think clearly about all of this information. In a SWOT analysis, you take a hard look at your business and the competition to identify: strengths, weaknesses, opportunities, and threats.

The important thing to know is that strengths and weaknesses involve factors internal to your brand. Basically, these are things you’re doing right, and areas where you could stand to improve.

Opportunities and threats are based on external factors: things happening in your competitive environment that you need to be aware of.

Here are some items to list in each quadrant of the SWOT template.

Strengths

List metrics for which your numbers are higher than the competition. This is your competitive advantage!

Weaknesses

List metrics for which your numbers are lagging behind the competition. These are areas you’ll want to focus on improving through testing and tweaks to your social media strategic plans.

Keep in mind that you could have both strengths and weaknesses for each social network. For example, maybe your LinkedIn follower count is higher than your competitors, but they have better follower growth. Or maybe you have fewer Instagram followers but higher engagement metrics.

Get quite specific here, because these distinctions will help you identify your opportunities and threats.

Opportunities

Now that you can see at a glance where you stand compared to the competition, you can identify potential opportunities to take advantage of.

These opportunities might be areas where you think you could improve compared to your competition. For example, they might be failing to engage with a specific demographic or not posting enough content formats for their audience.

Maybe they’re focusing too heavily on one social platform while ignoring another. These are all opportunities for you to move ahead in the market.

Threats

The threats section of your analysis should include external factors such as:

• A competitor releasing a social media content campaign targeting your audience
• Changes in social media platforms or a shift in user behavior that could impact your business
• A new competitor entering the market

Make sure you stay alert to emerging threats so you can adjust your social media strategy in real-time.

Step 4. Set up social media monitoring to track competitors on an ongoing basis

You’ll need to revisit your social media competitive analysis regularly to keep it current. Make this a regular part of your quarterly or annual reporting and review. That means you’ll need a constant supply of up-to-date information.

Putting a solid social media management strategy in place will equip you with that real-time data to incorporate in your next analysis. This is an especially useful strategy for identifying potential opportunities and threats. By staying updated on competitor content and competitors’ social media strategies, you’ll have the edge in adapting your approach.

We’ll go over some tools you can use for social media monitoring below. Basically, it’s all about being aware of social conversations involving your brand (and product or service), your direct competitors, and your industry. Monitoring competitors’ social media strategies gives you insights into how your competition is performing and where your business can improve.

Record any important information or events you uncover through social media monitoring in the Notes column of your competitive analysis template, and incorporate them into your revised opportunities and threats during your next review.

Record any important information or events you uncover through social media monitoring in the Notes column of your competitive analysis template, and incorporate them into your revised opportunities and threats during your next review.

4 top social media competitor analysis tools

Earlier in step 2, we talked about how to gather intelligence directly from the social networks. Here are some of the best social media competitive analysis tools, social listening tools, and social media metrics platforms that will do the digging for you.

1. Competitive Analysis in Hootsuite Analytics

Whether you’re running a full competitive analysis or just browsing for inspiration, look no further. Hootsuite Analytics does Instagram, Facebook, and X (formerly Twitter) competitive analysis for you.

You can track up to 20 competitor profiles per network, and get a clear view of your strengths and weaknesses — plus actionable insights on the top performing posts, hashtags, and types of content in your niche.

Follow these 4 simple steps to analyze competitors with Hootsuite:

1. Sign in to your Hootsuite account and pick Analytics from the main menu on the left side of the dashboard.
2. Then, click on Competitive analysis in the Benchmarking section.
3. At the top of the page, use the dropdown list of your social profiles to select the one you want to compare to competitors. 
4. Then, pick the competitors you want to measure your social media performance against. To do that, go into the second dropdown list and check the boxes next to the competitors you want to view. To add competitors, click Manage competitors at the bottom of the dropdown box. 

Type the name of a competitor into the search bar and select the correct profile from the dropdown list. Depending on your Hootsuite plan, you can add between 2 and 20 social accounts per network (Facebook, Instagram, and X) to your watchlist.

And that’s it! Now you can browse several competitive reports, including:

Overview, where you can see the number of posts you and your competitors posted in the selected timeframe (that can be adjusted in the top right corner of the dashboard) as well as every account’s posting frequency, average engagement, number of followers, and audience growth rate.

Post performance, where you can review your content performance and your competitors posts and sort results by likes, comments, and engagement — and quickly fetch inspiration for what to publish next.

Performance by post type, where you can find out what types of posts — photos, videos, carousels, or Reels — are most popular with each brand’s audience. Results can be sorted to show which post types get the most likes, comments, or engagement.

Post performance (by comments, likes, or estimated engagement), where you can see how you and your competitors did every day within the specified timeframe — all in one easy-to-read graph. You can drill down results by post type, or stick to the overall view.

Trending hashtags… which speaks for itself.

Post length, where you can find out how many characters and hashtags, on average, your competitors use in their posts.

Learn more about competitive analysis in Hootsuite Analytics. The feature is available in all paid plans.

#1 Analytics Tool for Growth

Beautiful reports. Clear data. Actionable insights to help you grow faster.

Start free 30-day trial 2. Synapview

Ready to go beyond social media competitor analysis? Synapview is an app that lets you monitor competitors and hashtags on Reddit and blogs, giving you in-depth insights into your competition across multiple platforms.

3. Mentionlytics

Mentionlytics is a social media monitoring tool for conducting a social media competitive analysis. You can discover everything being said about your brand, your competitors, or any keyword on X, Instagram, Facebook, YouTube, Pinterest, and web sources (news, blogs, etc.).

Plus, with it’s handy “sentiment analysis” feature, you can see not only what is being said about your competitors but how it’s being said. This can help refine your messaging to better match what audiences are responding to.

PSA: Mentionlytics integrates with Hootsuite so you can see everything it pulls in your Streams.

4. Sprout Social

Sprout Social is a comprehensive social media management tool that offers some competitive analysis features.

Sprout’s tools help users track and measure growth across competitors’ social accounts and easily check how those stats compare to their own. A word cloud solution that surfaces trending topics and keywords is also available.

Source: Sprout Social

Check out our detailed side-by-side comparison to see how Sprout Social stacks up against Hootsuite.

Use Hootsuite to crush the competition on social media. Manage all your profiles, track competitors and relevant conversations, improve performance, and much more — all from one simple dashboard. Try it free today.

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