Free Social Media Competitor Analysis Template

Get the template

Download the CSV, copy it straight into Google Sheets or Excel, or print it. Everything below is rendered on this page — nothing is hidden behind a form.

Template preview

The full template, shown in full — these are the exact columns and a few illustrative example rows.

Add one row per competitor per platform. Numbers are illustrative placeholders — replace them with figures you measure yourself.

What's inside

Platform

The network this row covers (Instagram, TikTok, LinkedIn, X, YouTube, Pinterest, etc.). Give each competitor one row per platform so you can compare like-for-like instead of averaging across very different feeds.

Followers

The follower/subscriber count on the day you check. Re-check monthly and note the date so you can see who is actually growing — a snapshot alone tells you size, not momentum.

Posting frequency

How often they post on this platform (e.g. "5–7 / week", "1 / day"). Reveals the cadence the audience is used to and what you would need to match or deliberately undercut.

Avg engagement rate

Engagement relative to audience size, calculated the same way for every competitor so it is comparable. Pick one definition (e.g. interactions ÷ followers) and apply it consistently; leave a dash where you cannot measure it.

Best-performing format

The content format that clearly out-performs the rest for them (Reels, carousels, long-form video, text). Tells you where their audience leans before you spend effort guessing.

Opportunity for us

The single most useful column: the gap their weakness leaves open and the concrete move you will make. This turns research into an action, not just a scoreboard.

How to use this template

1. 1

   Grab the tracking sheet

   Download the competitor-tracking sheet as a CSV for Excel, Google Sheets or Numbers, or copy it straight into a sheet — no import dialog and no account. It stays private to you; nothing here is shared with the brands you track.

2. 2

   List 3–5 real competitors

   Clear the sample rows and add one row per competitor per platform. Include a baseline row for your own brand so every comparison has a reference point.

3. 3

   Fill in what you can observe

   Record followers, posting frequency, the formats they lean on and the times you actually see them post. Use a consistent method for engagement rate, and leave a dash where a number is not measurable rather than guessing.

4. 4

   Write the strengths, weaknesses and opportunity

   For each row, note what they do well, where they fall short, and the one concrete move their gap opens up for you. The "Opportunity for us" column is the output you actually act on.

5. 5

   Re-check monthly and turn gaps into a plan

   Refresh the numbers monthly to spot momentum, then feed your "Opportunity for us" rows into a calendar. In SocialKit you can schedule and cross-post the resulting plan to your supported networks from one place.

Best practices

• Compare one platform at a time — a brand can dominate TikTok and barely exist on LinkedIn, so averaging across feeds hides the real picture.
• Calculate engagement rate the same way for everyone (pick one formula and stick to it); otherwise the column is not comparable and the conclusions are noise.
• Add a baseline row for your own brand so every competitor figure is read as "versus us", not in a vacuum.
• Re-check the numbers monthly and note the date — momentum (who is growing) matters more than a one-off snapshot of size.
• Treat observed posting times as a hint, not a law: they reflect that brand’s audience, and platform behaviour shifts over time (as of June 2026). Test your own times rather than copying theirs.
• Make every row end in an action: the "Opportunity for us" column is the deliverable — research that does not change what you post is wasted.

Do it in SocialKit