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How Do You Compare to Your Competitors on Facebook? Here’s How to Find Out.
You may find yourself in a constant search for the next, current or sometimes already missed trend on social media to get your brand in the game. This can be an exhausting game of tag when you are always trying to catch up with social media running on a worldwide scale. It’s easy to become overwhelmed. So, where do you look to see what will work for your brand? The competition.
Whether you are just starting the social media strategy for your business’ accounts or evaluating their existing presence, you have a lot to learn from other brand’s accomplishments and mistakes. Once you know your audience, you can begin learning everything they do and do not like. While research and demographic studies are necessities, further steps include comparing your brand to your competitors, which may be easier than you thought.
How is that? Facebook provides a small but powerful tool within the Insights tab that allows you to compare your brand to similar pages as well as keep an eye on them. Click on over to your Facebook Business page and click on the Insights tab. The Overview section is the first tab to display. On this page, scroll to the very bottom where you will see the Pages to Watch widget.
To set this page up for the best results, research Facebook’s suggested pages to watch and compare them to your audience and brand. These pages do not all have to be direct competitors. As long as they post content that would work well among your audience, you can learn. Still keep tabs on researched competitors as this mix of pages should give you a diverse outlook on what social trends are generating the most engagement.
When you select your pages, Facebook will rank your page along with the selected pages to show where your page lands. The Pages to Watch tool’s key metrics include total page likes, increase or decrease percentages from the week prior, how many posts for the current week and engagement levels. Checking in on these pages can help you measure how effective their posting strategies change their engagement. It is also important to recognize the consistency across competitors because they lead to your audience setting expectations.
At the end of the day, being aware of your brand’s creative potential among content and its frequency of this content based on your audience can be a gamechanger. Using this tool can help you see where you stand with competitors and help you learn how to rise above them.