How to Conduct a Facebook Competitor Analysis

不知道为什么您的竞争对手在Facebook上做得比您的表现要好得多？和Facebook是最大的社交媒体平台，您的品牌也想在平台上建立存在也就不足为奇了。但是，这可能比预期更具挑战性，因为有这么多品牌希望实现同一件事。随着平台上品牌的有机范围下降，挑战最终可能是两倍的困难。

This is exactly why it’s important to keep an eye on the competition, so you know how to stay ahead and where you’re falling behind. In this post, we take a closer look at how you can conduct a Facebook competitor analysis to know your standing and discover ways to set your brand apart. Let’s get right into it.

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如何进行Facebook竞争对手分析：

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What is a Facebook Competitor Analysis?

顾名思义，Facebookcompetitor analysis是在利基市场中查看关键竞争者品牌并分析其Facebook策略的过程。Facebook竞争对手分析可帮助您了解竞争对手目前的地位，使用哪些策略以及是否存在弱点。

典型的Facebook竞争对手分析报告将研究基本的性能指标，例如以下大小或页面喜欢和参与度。它还将更深入地研究竞争对手的内容策略，研究他们发布的内容的类型，发布的频率以及哪些帖子表现良好。换句话说，您的竞争对手分析将为您提供您所需的见解，以微调策略并发现与竞争对手区分开的方法。

When creating your own Facebook competitor analysis report, it should list KPIs such as audience size, audience growth, number of interactions, and number of posts next to each competitor’s name. You should also have sections for metrics such as overall engagement rate and average engagement rate per post. Additionally, you can get more granular by including the number of posts created for different post formats as well as a link to/screenshot of their top post.

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Why You Need a Competitor Analysis on Facebook

Like we briefly summarized above, there are several key benefits to analyzing your competitors on Facebook. Below are some of the main reasons why your brand needs to perform acompetitor analysis在Facebook上。

Identify Gaps and Improve Your Strategy

您以前从未想到的竞争对手在做什么？这是Facebook竞争对手分析可以帮助您回答的关键问题之一。因此，答案可以揭示您需要利用的一些主要机会。

例如，也许他们经常与行业领导者举办现场视频会议。或者，也许他们正在共享简短的信息图表，以促进与博客文章的链接。也许他们甚至基于特定主题进行了为期一个月的观察。

Whatever the specifics may be, you’ll be able to find creative new ways to engage your audience based on what your competitors are already doing. This will then allow you to improve your overall social media strategy while also fine-tuning yourcontent strategyfor a bigger impact.

Learn from Your Competitors’ Mistakes

另一方面，分析竞争对手的表现也可以帮助您寻找他们做错的事情。也许他们的发布不够频繁，或者他们发布的内容类型不足。这是查看竞争对手正在犯的错误的好方法，以便您可以向他们学习。

查看您的客户服务工作

Your social media presence goes beyond the content you create and extends to the kind of service you offer to your customers. As such, analyzing your competitors’ Facebook strategy is crucial as it helps you understand the quality of customer service they’re providing.

查看竞争对手的Facebook帖子的评论和回答将告诉您所有您需要了解他们的客户的期望以及品牌的响应方式。然后，您可以使用此观察结果比较现有的客户服务工作，并根据受众的期望进行改进。

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Steps to Conduct a Facebook Competitor Analysis

Now it’s time to get into the practical aspects of conducting a Facebook competitor analysis. Here are a few essential steps to help you get started.

Step 1: Identify Key Facebook Competitors

您在Facebook上与谁竞争？首先，列出您要分析的竞争品牌。这可能包括您行业中的一些顶级玩家和其他销售与您相同产品或服务的业务。

In most cases, your Facebook competitors will be the same as your existing brand competitors. Additionally, you can also search for industry keywords within the Facebook platform to see which brands pop up in the results.

这可能会引起您以前可能从未意识到的几个相互竞争的品牌。如果他们出现在搜索结果的顶部，那么他们很有可能在Facebook上存在相当稳定的存在，因此应该成为您分析的一部分。

You can further divide your competitors’ list into direct and indirect competitors. This will help you understand which brands to prioritize in your analysis.

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Step 2: Outline Your Goals

Next, clearly understand what you wish to accomplish with this analysis. What do you want to learn from your competitors? Which metrics do you plan to compare?

一开始就概述您的目标将使您的竞争对手分析具有强烈的方向感。它将帮助您组织努力，因为您清楚地知道要关注什么，寻找什么以及如何处理信息。

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Step 3: Collect the data you need

Now that you have an idea of what to look for, it’s time to start collecting the data you need for your analysis. In most cases, this would mean key performance metrics such as Page likes, engagement rates, and impressions. At this point, you’ll need to use Facebook competitor tracking tools to get access to more robust performance data such as分享声音, sentiment, and more.

You can then maintain a spreadsheet to put together all these data points in one place. From here, you can begin to narrow down which competitors you should take a closer look at based on who’s doing the best.

Ideally, you’d want to limit your analysis to 2-3 top competitors to streamline your efforts. Most competitor analysis tools will let you run an analysis of only two Pages–yours and that of your competitor. However, depending on your available resources, you may also spread your analysis wider to look at all the key competitors from your initial list.

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Step 4: Look into their Facebook audience

As you dig deeper into your Facebook competitors, the first thing you’ll want to look at is their audience. Knowing the type of audience your competitors are catering to will help you identify any missed targeting opportunities. You may be able to uncover a key audience base that you failed to tap into.

一些Facebook竞争对手分析工具将为您提供竞争对手的受众人口崩溃。这些工具可以执行详细的受众分析，因此您可以理解诸如顶级国家，语言所说的以及人口统计分布之类的细节。

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步骤5：分析其内容策略

Next, you need to go beyond what these competitor analysis tools can tell you and take a closer look at their content strategy. This will involve a little manual work as you need to look at things such as how often they post, when they post, what content types they use, and what tone they use in their messaging. As such, this step can be a bit time-consuming and challenging since you need to manually look at their existing posts to understand their content and posting strategy.

Further, you can also use a competitor analysis to identify their top posts. See what types of posts are generating the best results for your competitors. Perhaps they’re posting a lot of video content. Or maybe they’re regularly hosting live sessions that get a ton of engagement.

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Step 6: Review their collaborations

如今，当今大多数社交媒体营销策略都以某种方式或其他方式包括影响者。这使得在分析其Facebook策略时审查竞争对手的影响者的合作至关重要。

Look at who they’re collaborating with and whattypes of influencers他们通常与之合作。此外，找出他们的合作类型以及它们的效果。人们如何回应伙伴关系？分解竞争对手的影响者合作不仅会帮助您选择有影响力的人，而且还将激发您的下一个竞选活动。

For example, you might notice how VEJA doesn’t necessarily partner with fashion and lifestyle influencers in spite of being a clothing brand. Instead, the brand has partnered with videographers and adventure influencers to highlight their line of hiking shoes. A competing brand might notice this creative partnership and use it as inspiration for their next influencer campaign.

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Step 7: Identify their strengths and weaknesses

根据您到目前为止目睹的内容，是时候列出您在分析过程中注意到的优点和缺点了。他们特别擅长您可以为自己的策略复制吗？他们是否犯了任何可能利用自己的策略的错误？

例如，您可能已经注意到，尽管他们的视频帖子获得了大量的参与度，但他们的发布不够。因此，您可以利用这个机会创建或分享更多可以吸引观众的视频帖子。另外，您可能会注意到，他们在人们最有可能参与的特定时间内经常发布。您可以通过找到在Facebook上发布的最佳时间for your brand and scheduling your posts accordingly.`

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4 Facebook竞争对手分析工具

Now that you know how to conduct a competitor analysis on Facebook, you might have noticed that tools play a crucial role in the analytics process. Here are some of the top Facebook competitor analysis tools you can use.

1.社会性

社会性offers comprehensive Facebook competitor analytics so you can gain advanced insights into how your competitors are doing. It lets you compare the basics such as number of fans, fan growth, total interactions, and engagement rates. In addition, you can get more granular by comparing the number of posts against yours and seeing how often they’re posting specific types of content. This allows you to compare your existing strategy against theirs and find ways to fine-tune it for a bigger impact.

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2.Sprout Social

Sprout Social的Facebook Analytics平台具有强大的竞争分析功能。您可以选择竞争对手的个人资料并将其表现与您的表现进行比较。这将向您展示有关性能指标的详细比较，例如粉丝的数量，公共活动和观众成长。它还使您可以回顾级别的见解，以更仔细地分析其内容策略。

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3。Unbox Social

Unbox Social makes competitor analysis easier with a visual overview of their performance. This allows you to easily compare your performance against theirs in terms of number of fans, total posts, interactions, and engagement. You can also easily see their most engaging posts and compare it against yours to identify the key differences. Additionally, the platform also reports on their content and how it’s resonating with their audience.

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4。社会地位

社会地位makes it easy to benchmark your performance against the competition as you can easily view metrics in a simple chart. You’ll be able to compare metrics such as reactions, posts, comments, shares, interactions, and engagement rates. Additionally, it also analyzes their top-performing posts and gives you a breakdown of the different content formats they use. Further, you can track reaction sentiments to get a sense of how their content is resonating with the audience.

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通过您的Facebook策略获得竞争力

Analyzing your competitors on Facebook is an essential step to streamlining your marketing efforts and fine-tuning your existing strategy. It can help you deliver even better results and discover ways to differentiate yourself from the competition. As such, you can experience even better returns on your investment. Make the most of these steps and tools to start tracking and analyzing your competitors on Facebook.