What is competitive benchmarking?
Also called: competitive analysis
Competitive benchmarking
Measuring a brand's Instagram performance against a defined set of competitors on the same metrics, over the same window.
A metric with no comparison is not information. Engagement of 1.2% is good or bad only relative to the brands a business competes with for the same attention, and those brands are rarely the biggest names in the category.
The set should be small, deliberate, and stable, five brands you are genuinely judged against, tracked continuously. Rotating the set to flatter the chart is the most common way benchmarking stops being useful.
How we calculate it
We track every brand in the database daily and compare each against the median for its own category, so a beauty brand is measured against beauty rather than against Instagram as a whole.
See every brand in a category →