While developing quality content on Instagram should be a priority, influencers and brands must also look outwards, and consider analysing their competitors’ social media content and strategies.
At this point in time, most social media handlers do this manually; it is a gruelling and archaic process of going through competitors’ handles (that may have thousands of posts) and trying to figure out the kinds of content that click with their audience. This method is even trickier now that Instagram has decided to make the number of likes invisible.
Predis.ai makes this process easier.
Depending on your plan, you can analyse the handles of 3 or 5 competitors. The detailed process is shown in the video below. Alternatively, you can read the guidelines in the article.
This is done by first clicking on Content Analysis on your Workspace’s side menu, as shown below.
After going to the Content Analysis section, there will be an option (below your handle name), to add your competitors. Again, depending on your plan, you can add 3 or 5. Clicking on this option will present the following pop-up, where you can add the desired competitor handle.
For the purpose of this guide, we have analysed the handle of the great @leomessi. All information used by Predis is extracted from public Instagram APIs. Adding @leomessi as a competitor yielded the following results:
I’ve added the handle I want to analyse. How do I interpret the content analysis?
As is seen in the screenshot above, Predis has grouped the handle’s content, depending on their themes. The first content group has to do with Messi’s personal life, including his family, friends and travel. The third and fourth groups have more to do with other people in Messi’s life, while the fourth content group focuses on group photos.
The analysis of these content themes has 6 components:
- Group: Name of the content group
- Representative Images: Some Images representing the content category.
- Share of voice: Share of voice is the percentage of posts a particular group has. In this example, 3.5% of the handle’s posts are meme-related.
- Total Posts: Total number of posts in the category.
- Engagement %: This shows how many followers engaged with this group out of your total follower base. You can also see the relative difference between the category’s engagement and the average engagement of your handle. Higher the engagement, the better the category.
- Avg. Eng: Average comments + likes on the posts in this category.
In the pic above, the content groups are sorted by engagement. If you want to sort the data by share of voice, this can be done by clicking on the arrow next to ‘Share of Voice’ on the title row (clicking this arrow for a second time will arrange the groups so that the groups with the least share of voice will appear first). Evidently, the theme of family and travel have the highest engagement for this handle (this is a phenomenon observed by many celebrities’ handles today).
In contrast, below is a visualisation of Messi’s worst-performing posts (in terms of engagement):
The visualization tells us that Messi’s worst-performing posts have to do with edits/graphics and representations of some of the causes he supports. While this may be important for the handle, its share of voice can be reduced.
While simple, this layout of analyzing competitors puts a lot of power in your hands. Knowing how your competitors’ posts are doing can yield some valuable insights about your audience and their preferences. It can give you an idea of what you should and shouldn’t be posting online, thus giving you an optimized, better-performing handle.