How to Use Instagram’s Competitor Analysis Tool (Without Losing Your Strategy)
Instagram’s newest feature is giving “spy on your competitors” energy, and honestly, we’re here for it.
Professional accounts can now track up to five competitor accounts inside the app, with access to data on their content output, follower growth, and engagement trends. If you’ve used third-party platforms like Sprout Social, Later, or Hootsuite, this feature might feel familiar. But the fact that it’s built directly into Instagram (and free) makes it one of the most accessible analytics tools for small businesses and creators alike.
Let’s break down what it does, how it stacks up against paid platforms, and how to use it to sharpen your strategy without falling into the trap of comparison.
Where to Find It
Open your Instagram professional dashboard, scroll to “See how your account compares,” and start adding competitors. You can track up to five accounts at a time, and Instagram will immediately begin comparing your performance to theirs.
You’ll get insights like:
Total follower count and growth
How many posts they’ve published
Total reach and engagement
Top-performing post previews
Why This Feature Matters
Before this update, benchmarking on Instagram was mostly a guessing game. You could visit competitor profiles and scroll around, but unless you had a paid analytics tool, you were left piecing together your own conclusions.
Now you can easily monitor how your account stacks up in key areas and spot trends in what’s working for others in your industry.
Whether you're trying to:
Evaluate your current strategy
Find inspiration for new content
Compare performance during a campaign
Or simply get a sense of your position in the field
… this tool gives you a high-level snapshot without leaving the app.
Instagram vs. Sprout Social (and other third-party tools)
Platforms like Sprout Social have offered competitor reporting for years, but the kind of insight you get can be surprisingly limited depending on your plan.
Sprout gives you:
Total and average engagements (a combined metric of likes, comments, saves, etc.)
Follower growth over time
Total posts published
Previews of top-performing posts for each competitor (usually just the highest-performing handful)
It’s helpful, but a little surface level, especially when it comes to analyzing trends or creating content comparisons post-by-post. If you want a more visual, quick-glance comparison, Instagram’s native tool might be the better fit.
On the flip side, Sprout is still great for in-depth analysis across multiple platforms, long-term tracking, and more robust reporting. It’s just not always necessary for businesses that are focused only on Instagram or aren’t quite ready to invest in a full-blown analytics suite.
So which one should you use?
Whichever fits your strategy, budget, and bandwidth. And if that’s Instagram’s free built-in tool? That’s a win.
What Not to Do With This Feature
Let’s be honest, competitor data can bring out some of our worst instincts. So before you go full comparison spiral, here’s what not to do:
Don’t copy-paste their content.
If you see something working for a competitor, use it as inspiration, not a template. What works for their audience, tone, and product won’t always land the same for yours. A trending format? Cool. Their exact caption and video idea? Hard pass.
Don’t fall into the comparison trap.
Yes, you’re technically comparing performance, but this isn’t about beating someone else. It’s about seeing what you could refine or experiment with. Use their growth to spark curiosity, not insecurity.
Don’t ignore your own data.
It’s easy to get obsessed with what someone else is doing. But your account has its own patterns, wins, and audience behavior. The best strategies come from mixing what you learn from competitors with what you know from your own insights.
Don’t change your voice to match someone else’s.
This is a big one. If you’ve spent time building a brand voice or creating community, don’t pivot just because someone else’s vibe looks louder or trendier. Consistency and authenticity always win in the long game.
Final Thoughts: Competitive Doesn’t Mean Copycat
This new feature is one more tool in your strategy toolbox. It’s not the only way to measure success, and it shouldn’t be the main thing driving your decisions. But when used well, it can sharpen your creative lens.
Competitor analysis helps you spot what works and what works for you.
It can highlight the difference between what your audience loves and what a competitor’s audience loves. Maybe their top post is an infographic, while yours is always a product photo or team spotlight. That tells you a lot. Not just about what performs, but about the kind of followers you’re attracting and what they come to you for.
It’s also a great free alternative if you’re not using a tool like Sprout.
Sprout is still a strong platform for reporting across multiple accounts and platforms, but Instagram’s update is great for those without the budget or need for an all-in-one dashboard. Any time Instagram gives us more data, we’re taking it.
But most importantly, don’t forget your audience.
People follow you for a reason. It might be your humor, your mission, your community photos, or the way you show up consistently. Competitor analysis only works if you keep your audience and goals in the driver’s seat.
Here’s a quick example:
A local school system’s page might get engagement from emergency announcements or school closures. But an individual school or charter network could get their engagement from student features and on-campus celebrations. Both have audiences. But what they want from each page is different.
So while you're watching competitors, don’t forget who’s watching you. Keep them in mind. Always.
Want help building a strategy that uses data without being ruled by it? That’s what we do at Magnolia Social Media. Reach out and let’s talk about what real strategy, not copycat posting, can do for your business.
