3. Monitor their social media reach

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According to The 2025 Sprout Social Index ™, many consumers turn to social to research products and services one to six months before they buy. Look closely at your biggest competitors’ social presence and see how you compare and where to improve.

When conducting a social media competitive analysis, finland b2b leads consider the following factors:

Audience size: Your competitors’ follower count may indicate your biggest competition.
Engagement: How many likes and comments does your competitor’s content get. If they’re getting a lot of attention, try to understand why.
Hashtags: What hashtags are your competitors using? How many people are tagging your competitors in posts? These factors help you better understand your competitors’ overall discoverability and level of brand awareness.
Top posts: Track competitor posts performing the best. Make a note of any patterns or themes and use this information to improve your content.
FYI: Sprout Social’s Listening and Competitive Analysis features make tracking these data points a breeze.

Don’t have an account? No problem, sign up for a free 30-day trial using your work email. After a few clicks to connect your social media accounts, you can compare your brand’s social media marketing to your competitors.

An image of Sprout Social's stats by profile feature.
4. Keep an eye on their online presence
Conduct keyword research to see what keywords your competitors use and rank highly for, and find new opportunities for your content. News mentions tell you about how your competitors are doing in the media and provide data for sentiment analysis (i.e., how the public feels about their brand).

Sprout’s Competitive Analysis Listening tool offers a side-by-side competitor comparison of metrics like average positive sentiment. Sprout’s Listening insights also show you trends, topics and posts in your industry, all filterable by sentiment. Mastering social listening for competitive analysis will allow you to stay ahead of the curve when understanding what your audience wants and investing in those areas.