How to analyse a competitor’s Instagram

1. Choose a genuinely comparable group

Pick brands with similar customers, product needs and service regions. Include a larger aspirational brand separately if useful, but do not let its raw follower count define success for everyone else. Record why each account belongs in your comparison.

2. Define the sample before judging it

Choose a consistent recent period, note how many posts are available and separate reels, photos and carousels. Exclude undated items from time-based calculations rather than assuming they are recent. A partial sample can still be useful if its limits are clear.

3. Use a baseline instead of one viral example

For available reel view counts, sort the values and take the middle value as the median; with an even number, average the two middle values. Compare a reel’s views with that baseline. Do not replace missing counts with zero. The comparison describes relative attention, not the cause of the result.

4. Inspect the creative and propose a test

Study the first moment, visual format, caption, product benefit and call to action. Kaalie lets you organise examples and ask focused questions about collected evidence. Summarise a repeatable pattern, then design a test that fits your own product and audience.

Common questions