What's included in the Instagram Competitors Report?

This report enables you to track metrics for any Instagram Business Profile and compare against your own profiles. You can also benchmark your efforts against the average of the profiles being compared.

When you add an Instagram profile as a competitor, Sprout starts tracking that profile for changes in important activities like Fan growth posts, and comments. When there’s enough data to generate metrics, they appear in the report. The information is stored indefinitely, so in the future you can analyze trends over time.

You may occasionally see the following messages:

Gathering Data: Sprout started gathering data for a new competitor for you and doesn’t have any data at this time. Sprout monitors activity and displays data within a few hours to a few days, depending on the metric. 

Data Unavailable: Sprout doesn't have any data for the competitor for the selected date range. As a result, Sprout can’t compare this profile to others.

Note: You must have the Manage Competitor Profiles Reports feature permission to add competitor profiles to this report.

This article contains the following sections:

Filter Menu

The Filter Menu is where you can customize the data you want to see in the report. Select your Instagram Profiles that you want to compare against your competitors using the Profiles dropdown.


Then, use the Competitor Profiles dropdown to search for and manage the competitor profiles.


If you want to review competitors only, you can hide your Profiles from the bottom of the Profiles dropdown.


Select the date range using the date picker in the upper right corner. Screen_Shot_2021-08-19_at_11.04.00_AM.png

Use Share to download a CSV or PDF, send a PDF or schedule regular delivery for a PDF version of the report so you can keep track of competitor activity.



The Overview tab provides a high-level look at performance metrics and averages between you and your competitors.

In the Summary widget, you can view the:


  • Followers Average - the number of users who liked the Page as of the last day of your selected time period.
  • Public Engagements Average - the number of times that users engaged with your posts during your selected time period.
  • Public Engagements per Post - the number of engagements for posts published to the page during your selected time period.

In the Audience Growth widget you can see how your audience grew compared to your competitors. Competitor Average metrics display the average values for all the pages you select. Metrics that appear in the chart when at least three days have passed since you initially connected the page.


This widget also shows your averages against your competitors, including:

  • Followers - the number of users who liked the page as of the last day of the selected time period.
  • Net Follower Growth - the number of new users who liked your page (organic or paid) minus the ones who unliked your page during the selected time period.
  • % Follower Growth - the percent change in fans from the beginning to the end of the selected time period. This is equal to net fan growth divided by the fans on the first day of the selected time period.

In the Publishing Behavior widget you can view different types of posts you and your competitors published during your selected time period. You can view posts by day and use the chart to get a breakdown of posts by content type against your competitors. 


In the Top Posts widget you can view the top posts based on public engagements. The posts that appear in this section are based on lifetime public engagements. If you’re a Premium Analytics user, you can view reactions, comments and shares for the selected time period.


The Engagement widget helps you evaluate how people are engaging with your and your competitors’ posts during your selected time period. You can view engagements by day and use the chart to get a breakdown of public engagements by engagement type against your competitors. 


Instagram Profiles

The Profiles tab provides aggregate activity for profiles and the posts published during the time period you select. The chart provides an overall average of your pages and then compares against your competitors average. You can view data on fans, engagements, published content types, shares and reactions. 


You can also see the top three hashtags for each competitor. Hashtags are ranked by the total public engagements the competitor received on all posts that use the hashtag.


If you’re a Premium Analytics user, click Screen_Shot_2021-08-19_at_11.05.13_AM.png to customize the chart and organize the most important types of data. 


Why can’t I find the competitor page I want to add through the competitor search box?

Some Instagram profiles can’t be discovered through public search if they have high privacy settings. 

Why don’t the same Top Posts appear in the Instagram Competitors Report and the Instagram Business Profiles Report?

The Instagram Business Profiles Report uses private data in the overall engagement calculation. The Competitor Report uses publicly available data to ensure all pages are compared equally. In the Competitor report, public engagements are defined as reactions, comments and shares.

Why did my competitor data stop showing?

This could happen because the profile was made private or had restrictions applied to it.

Why can’t I add a competitor to the report?

You must have the Manage Profiles permission. 


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