If you’re not monitoring your competitors on social media, you’re leaving money on the table. Social media isn’t just a platform for posting content—it’s a goldmine of insights into what’s working (and what’s not) in your industry. The best part? It’s all public. Your competitors are showing their cards, and it’s up to you to pay attention.
But here’s the thing: most people do it wrong. They either spend hours scrolling aimlessly or copy their competitors without understanding the strategy behind their moves. That’s not how you win.
Why Monitoring Competitors Matters
Before we get into the how, let’s talk about the why. Monitoring your competitors isn’t about copying them. It’s about understanding the landscape. Here’s what you gain:
- Spot Trends Early: If your competitors are jumping on a trend, it’s a signal. Either they know something you don’t, or they’re testing the waters. Either way, you can use this intel to decide if it’s worth your time.
- Learn What Works: Social media is a testing ground. If a competitor’s post goes viral, it’s a clue. What format did they use? What was the hook? What problem did they solve? Reverse-engineer their success.
- Identify Gaps: By studying your competitors, you’ll spot what they’re missing. That’s your opportunity to stand out.
- Benchmark Performance: How do your engagement rates compare? Are you growing faster or slower? Monitoring competitors gives you a baseline to measure your progress.
Step 1: Identify Your Key Competitors
Not all competitors are worth your time. Focus on the ones who are:
- Direct Competitors: Businesses offering the same product or service to the same audience.
- Aspirational Competitors: Brands you admire or want to emulate, even if they’re not in your niche.
- Emerging Players: New entrants who are gaining traction quickly.
Pro Tip: Don’t just look at big players. Smaller competitors often experiment more and can give you fresh ideas.
Step 2: Choose the Right Tools
Manually tracking competitors is a waste of time. Use tools to automate the process and get actionable insights. Here are some of the best:
- Hootsuite Streams: Monitor competitors’ posts, mentions, and hashtags in one place.
- BuzzSumo: Analyse which content performs best for your competitors.
- Social Blade: Track follower growth and engagement rates on platforms like Instagram, YouTube, and TikTok.
- Brand24: Monitor mentions of your competitors across social media and the web.
- Facebook Ad Library: See what ads your competitors are running.
Pro Tip: Set up Google Alerts for your competitors’ names to track news and updates outside of social media.
Step 3: Analyse Their Content Strategy
Once you’ve identified your competitors and set up tracking, it’s time to dig into their content. Here’s what to look for:
1. Content Types
- Are they posting videos, carousels, or static images?
- Do they use user-generated content or professional photography?
- How often do they post?
2. Engagement Patterns
- Which posts get the most likes, comments, and shares?
- Are there specific days or times when their engagement spikes?
3. Messaging and Hooks
- What’s their tone of voice? Casual, professional, or somewhere in between?
- What hooks are they using to grab attention? (e.g., questions, bold statements, or storytelling)
4. Call-to-Actions (CTAs)
- Are they driving traffic to a website, promoting a product, or encouraging comments?
- How effective are their CTAs based on engagement?
Pro Tip: Don’t just look at what they post—look at how their audience responds. Comments and shares often reveal what resonates most.
Step 4: Study Their Audience
Your competitors’ audience is your audience. By understanding who engages with their content, you can refine your own targeting. Here’s how:
- Demographics: What age group, gender, or location dominates their audience?
- Pain Points: What problems or questions do people mention in the comments?
- Language: How does their audience talk about the product or service? Use this language in your own messaging.
Pro Tip: Look for “superfans”—people who comment on every post or share content regularly. These are the people you want to attract.
Step 5: Monitor Their Ads
Organic content is just one piece of the puzzle. Paid ads reveal what your competitors are willing to spend money on. Use the Facebook Ad Library to see:
- What products or services they’re promoting.
- The ad formats they’re using (video, carousel, etc.).
- How long their ads have been running (longer = likely performing well).
Pro Tip: If you notice a competitor testing multiple versions of an ad, it’s a sign they’re optimising. Pay attention to the winning version.
Step 6: Track Their Metrics
Numbers don’t lie. By tracking your competitors’ metrics, you can benchmark your performance and spot trends. Here’s what to monitor:
- Follower Growth: Are they gaining or losing followers? At what rate?
- Engagement Rates: Divide total engagement (likes, comments, shares) by total followers to get a percentage.
- Content Performance: Which posts consistently perform well?
Pro Tip: Use tools like Social Blade or HypeAuditor to get detailed analytics on competitor accounts.
Step 7: Take Action
Monitoring your competitors is useless if you don’t act on the insights. Here’s how to turn data into results:
- Test and Iterate: If a competitor’s strategy works, adapt it to your brand and test it. Don’t copy—improve.
- Fill the Gaps: If they’re missing something (e.g., a specific topic or format), make it your strength.
- Stay Agile: Social media changes fast. Use competitor insights to stay ahead of the curve.
Pro Tip: Set aside time each month to review your findings and adjust your strategy.
Common Mistakes to Avoid
- Copying Blindly: What works for your competitors might not work for you. Always test before committing.
- Overloading on Data: Focus on actionable insights, not vanity metrics.
- Neglecting Your Own Strategy: Don’t get so caught up in monitoring competitors that you forget to innovate.
Monitoring your competitors on social media isn’t about playing catch-up—it’s about staying ahead. By understanding what works for them, you can refine your own strategy, avoid costly mistakes, and seize opportunities they’re missing.
Remember, the goal isn’t to be a copycat. It’s to be better. Use the tools, follow the steps, and take action. Your competitors are already doing this. The question is: are you?