{"id":14323,"date":"2024-01-11T09:18:00","date_gmt":"2024-01-11T09:18:00","guid":{"rendered":"https:\/\/www.rivaliq.com\/?p=14323"},"modified":"2024-02-08T23:53:46","modified_gmt":"2024-02-08T23:53:46","slug":"social-media-competitive-analysis","status":"publish","type":"post","link":"https:\/\/www.rivaliq.com\/blog\/social-media-competitive-analysis\/","title":{"rendered":"How to Perform a Social Media Competitive Analysis"},"content":{"rendered":"<p><strong>If social media is essential to your business success, you must perform a social media competitive analysis to learn how your competitors market and how your performance compares.<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Every social media professional knows that the best social media strategies are rooted in data. Whether you\u2019re looking to improve the ROI of your social media or to earn buy-in from your company leadership, putting in the work to back your plan with data will pay dividends.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Luckily, performing a social media competitive analysis doesn\u2019t have to be complicated. This post will make your job easy, and our reporting template will help you look amazing.<\/span><\/p>\n\n<div class=\"blog-inline-cta-image light\" >\n  <img src=\/wp-content\/uploads\/2022\/01\/002a-companalysis-template-1200x628-1.png>\n  <div class=\"cta-wrapper\"> <p>\n   Free social media competitive analysis template  <\/p><a class=\"x-btn ss-light x-btn-global\" target=\"_blank\" href=\/resources\/social-media-competitive-analysis-template\/ style=\"\">Download now <\/a><\/div>\n<\/div>\n\n\n<style>\nbody{overflow:unset;}<\/style>\n<div class=\"nav-toc\">\n<h6>CONTENTS<\/h6>\n<ul>\n<li><a class=\"nav-toc__link\" href=\"#title-identify-your-competition\"><i class=\"x-icon--circle-o\" aria-hidden=\"true\" data-x-icon-s=\"\uf0a9\"><\/i>Identify your competition<\/a><\/li>\n<li><a class=\"nav-toc__link\" href=\"#title-identify-active-channels\"><i class=\"x-icon--circle-o\" aria-hidden=\"true\" data-x-icon-s=\"\uf0a9\"><\/i>Determine active channels<\/a><\/li>\n<li><a class=\"nav-toc__link\" href=\"#title-conduct-positioning-analysis\"><i class=\"x-icon--circle-o\" aria-hidden=\"true\" data-x-icon-s=\"\uf0a9\"><\/i>Conduct positioning analysis<\/a><\/li>\n<li><a class=\"nav-toc__link\" href=\"#title-channel-specific-metrics\"><i class=\"x-icon--circle-o\" aria-hidden=\"true\" data-x-icon-s=\"\uf0a9\"><\/i>Gather channel-specific metrics<\/a><\/li>\n<li><a class=\"nav-toc__link\" href=\"#title-review-content\"><i class=\"x-icon--circle-o\" aria-hidden=\"true\" data-x-icon-s=\"\uf0a9\"><\/i>Review best and worst-performing content<\/a><\/li>\n<li><a class=\"nav-toc__link\" href=\"#title-identify-popular-topics\"><i class=\"x-icon--circle-o\" aria-hidden=\"true\" data-x-icon-s=\"\uf0a9\"><\/i>Identify popular topics<\/a><\/li>\n<li><a class=\"nav-toc__link\" href=\"#title-analyze-hashtag-engagement\"><i class=\"x-icon--circle-o\" aria-hidden=\"true\" data-x-icon-s=\"\uf0a9\"><\/i>Analyze hashtag engaegment<\/a><\/li>\n<li><a class=\"nav-toc__link\" href=\"#title-specific-post-types\"><i class=\"x-icon--circle-o\" aria-hidden=\"true\" data-x-icon-s=\"\uf0a9\"><\/i>Dive into specific post types<\/a><\/li>\n<li><a class=\"nav-toc__link\" href=\"#title-boosted-post-analysis\"><i class=\"x-icon--circle-o\" aria-hidden=\"true\" data-x-icon-s=\"\uf0a9\"><\/i>Conduct a boosted post analysis<\/a><\/li>\n<\/ul>\n<\/div>\n<p><!-- end toc nav --><\/p>\n<h2>How to Perform a Social Media Competitive Analysis in 9 Steps (With Examples)<\/h2>\n<p><span style=\"font-weight: 400;\">Before you get started, grab your copy of our free social media competitive analysis template.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We\u2019ll walk through an example of creating an entire social media competitive analysis using our template. Our example brand for this walkthrough will be the beauty brand Laneige, and we\u2019ll use a set of nine other brands from our Beauty landscape as the comparison set for our analysis.<\/span><\/p>\n<h3 id=\"title-identify-your-competition\">Step 1: Identify your competition<\/h3>\n<p><span style=\"font-weight: 400;\">The first step in completing a social media competitor analysis is building a set of competitors. Of course, you probably know your key competitors, but if you don\u2019t, here are a couple of ideas for finding some comparisons:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Google search your brand name to look for other companies advertising against your brand.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Google search for your main product to look for other companies.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Use your profile page on Instagram or Twitter (X) to look for recommended other accounts to follow.<\/span><\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-34622\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/07\/laneige-similar-brands-copy-700x1098.png\" alt=\"laneige Instagram profile with suggested competitive brands\" width=\"505\" height=\"792\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/07\/laneige-similar-brands-copy-350x549@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/07\/laneige-similar-brands-copy-191x300.png 191w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/07\/laneige-similar-brands-copy-653x1024.png 653w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/07\/laneige-similar-brands-copy-100x157.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/07\/laneige-similar-brands-copy-350x549.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/07\/laneige-similar-brands-copy.png 828w\" sizes=\"(max-width: 505px) 100vw, 505px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">With Laneige as our example brand, we\u2019ve <a href=\"\/blog\/getting-started-webinar-landscape-management\/\" target=\"_blank\" rel=\"noopener\">built a competitive landscape<\/a> using <\/span><a href=\"\/blog\/top-beauty-brands-social-media\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">the top 10 beauty brands on social media<\/span><\/a><span style=\"font-weight: 400;\">. The competitive set for this analysis includes nine other beauty brands including <\/span><a href=\"https:\/\/www.glossier.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Glossier<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.rarebeauty.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Rare Beauty<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/soldejaneiro.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Sol de Janeiro<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-34590 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.006-700x394.jpeg\" alt=\"The first step of our social media competitive analysis template is to compile a list of competitors as shown by this landscape of beauty brands. \" width=\"700\" height=\"394\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.006-350x197@2x.jpeg 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.006-300x169.jpeg 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.006-1024x576.jpeg 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.006-100x56.jpeg 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.006-350x197.jpeg 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.006-1170x659.jpeg 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.006.jpeg 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<h3 id=\"title-identify-active-channels\">Step 2: Determine active social media channels<\/h3>\n<p><span style=\"font-weight: 400;\">Now that we have our competitive set, we need to determine which social media networks to include in our analysis. Using the data from our landscape, we\u2019ll review average performance for audience, activity (posting frequency), and engagement to determine where to focus.<\/span><\/p>\n<p><b>Note:<\/b><span style=\"font-weight: 400;\"> For the rest of this example, we\u2019ll perform our analysis using six months of data. We\u2019d recommend using at least three months of data. Of course, using less will work, too, but keep it to at least 30 days\u2019 worth of data.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using our analysis of Laneige, we can see that Instagram is the dominant channel for the brand with 631K followers \u2014 nearly twice as much as its second-biggest channel, TikTok. <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-34591 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.009-700x394.jpeg\" alt=\"A slide from our social media competitive analysis template that shows a pie chart representing Laneige's audience distribution across social channels.\" width=\"700\" height=\"394\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.009-350x197@2x.jpeg 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.009-300x169.jpeg 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.009-1024x576.jpeg 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.009-100x56.jpeg 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.009-350x197.jpeg 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.009-1170x659.jpeg 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.009.jpeg 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">How does that compare to the competition? Instagram is also the channel with the biggest audience for Laneige\u2019s competitors, followed by TikTok and Facebook. While Laneige has fewer followers overall than the competition, its audience grew by over 32% during the six-month reporting period. <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-34592 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.010-700x394.jpeg\" alt=\"A graph that compares Laneige's social audience size compared to its competition. \" width=\"700\" height=\"394\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.010-350x197@2x.jpeg 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.010-300x169.jpeg 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.010-1024x576.jpeg 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.010-100x56.jpeg 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.010-350x197.jpeg 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.010-1170x659.jpeg 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.010.jpeg 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<div style=\"background:#E4F3FA; padding: 20px;margin-bottom: 20px;font-style:italic;\"><strong>\n Try it: \n<\/strong>To perform this analysis, we used the <a href=\"https:\/\/app.rivaliq.com\/overview\" target=\"_blank\" rel=\"noopener noreferrer\">Cross-channel Landscape Comparison<\/a> report in Rival IQ.<\/div>\n\n\n<p><span style=\"font-weight: 400;\">Next, we can use activity metrics to understand where our brands invest their time. This should align with the channel(s) where their audience is most active and engaged.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The slide below shows that the average beauty brand in this landscape is posting about 31 times per week across channels. About 40% of those posts are going on Instagram, followed by TikTok at 20%. Laneige also spends most of its time posting on Instagram at 43% and TikTok at 32%.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-34593 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.011-700x394.jpeg\" alt=\"Another graph that showcases how often Laneige posts on social media compared to the competitor average. \" width=\"700\" height=\"394\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.011-350x197@2x.jpeg 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.011-300x169.jpeg 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.011-1024x576.jpeg 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.011-100x56.jpeg 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.011-350x197.jpeg 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.011-1170x659.jpeg 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.011.jpeg 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<h3 id=\"title-conduct-positioning-analysis\">Step 3: Conduct positioning analysis<\/h3>\n<p><span style=\"font-weight: 400;\">Next is positioning analysis. Positioning analysis helps you understand how competitors position themselves so you can identify any opportunities for your brand to stand out.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Reviewing the language you and your competitors use to describe your brand will inform how you craft and refine that positioning. A good way to do this is by analyzing the social bios of similar brands.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s look at all of the Instagram bios for the competitive landscape we put together: <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-34594 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.013-700x394.jpeg\" alt=\"Using Rival IQ's social media competitive analysis template, you can see all of your competitors' Instagram bios in one place.\" width=\"700\" height=\"394\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.013-350x197@2x.jpeg 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.013-300x169.jpeg 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.013-1024x576.jpeg 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.013-100x56.jpeg 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.013-350x197.jpeg 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.013-1170x659.jpeg 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.013.jpeg 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">We\u2019ll start by looking for a few key items beyond which words these brands use to describe themselves. Specifically, we\u2019ll examine hashtag usage, emojis, and references to other platforms. If you\u2019re looking for the best tips and tricks for writing your bios, definitely read <\/span><a href=\"\/blog\/how-to-write-an-effective-instagram-bio\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">How to Write an Effective Instagram Bio<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Only three of the brands, Laneige, Fenty, and OPI, use a hashtag in their bio. Typically, brands want users to use their core brand hashtags, and putting them into your bio is an excellent way to let your fans know what to do.<\/span><\/p>\n<div style=\"background:#E4F3FA; padding: 20px;margin-bottom: 20px;font-style:italic;\"><strong>\n Try it: \n<\/strong>To perform this analysis, we used the <a href=\"https:\/\/app.rivaliq.com\/dashboards\/templates\">Social Bios Custom Dashboard<\/a>\u00a0report in Rival IQ.<\/div>\n\n\n<p><span style=\"font-weight: 400;\">Next, let\u2019s look at emoji usage. Seven of the ten brands we\u2019re examining use emojis, not including Laneige. There isn\u2019t a pattern or common emoji used among these brands \u2014 there are varying shades of hearts, a few flags, and a smiley face, to name a few. This could be a good sign that each brand has a unique voice and tone that resonates with its audience. Laneige has an opportunity to add a unique emoji that represents its brand voice and is relatable to its followers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As for references to other platforms and accounts, almost all of the brands reference accounts for retail brands like <\/span><a href=\"https:\/\/www.sephora.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Sephora<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.ulta.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Ulta<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/www.target.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Target<\/span><\/a><span style=\"font-weight: 400;\">. Using a <\/span><a href=\"https:\/\/www.freewordcloudgenerator.com\/generatewordcloud\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">free word cloud generator<\/span><\/a><span style=\"font-weight: 400;\">, we can confirm that specific stores are some of the most used terms in these beauty brand bios. Many of these beauty brands, including Laneige, mention in their bios where people can buy their products so followers instantly have that information.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-34625 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/07\/word-cloud-700x398.png\" alt=\"A word cloud of commonly used phrases by beauty brands on social media.\" width=\"700\" height=\"398\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/07\/word-cloud-350x199@2x.png 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/07\/word-cloud-300x171.png 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/07\/word-cloud-1024x583.png 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/07\/word-cloud-100x57.png 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/07\/word-cloud-350x199.png 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/07\/word-cloud-1170x666.png 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2023\/07\/word-cloud.png 1392w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<h3 id=\"title-channel-specific-metrics\">Step 4: Gather channel-specific metrics<\/h3>\n<p><span style=\"font-weight: 400;\">To understand how your brand compares to similar brands on social, let\u2019s dig into various benchmarks and metrics around social audience, activity, and engagement.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Each social network has its own feel and required strategy, so when conducting your competitive analysis, go channel-by-channel in this section to get the broadest picture possible of their social performance.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For each channel, review followers, posting frequency, engagement totals, and engagement rates.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s start by taking a look at the key Instagram metrics for our example brand, Laneige. In the slide below, we\u2019ve included three key pieces of information: Laneige\u2019s performance on these key metrics, how Laneige\u2019s performance has changed over time, and competitive benchmarks for each of these metrics.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As we mentioned earlier, we can see that Laneige has a smaller following than the other beauty brands in this competitive set. On a positive note, their following is growing at a 31% rate.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-34595 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.015-700x394.jpeg\" alt=\"The key Instagram metrics for Laneige, as outlined in our social media competitive analysis template.\" width=\"700\" height=\"394\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.015-350x197@2x.jpeg 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.015-300x169.jpeg 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.015-1024x576.jpeg 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.015-100x56.jpeg 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.015-350x197.jpeg 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.015-1170x659.jpeg 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.015.jpeg 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">With posting about nine times a week, Laneige comes in a little less than the landscape average of about 12 times per week. Notably, in addition to increasing their posting frequency by nearly 28%, Laneige also saw a 40% increase in total engagement.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For engagement rates, the landscape average increased by about 8.7%, while Laneige\u2019s engagement rate dropped by a little over 11%. Noting these differences in performance between your brand and the landscape benchmarks is precisely why we do these types of analyses.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After examining Laneige&#8217;s social performance against the landscape in <a href=\"\/blog\/getting-started-webinar-custom-dashboards\/\" target=\"_blank\" rel=\"noopener\">Rival IQ&#8217;s Custom Dashboards<\/a> section, we can use competitor-level metrics to see exactly how Laneige ranks and to find examples of brands that are worth studying more because they\u2019re outperforming the rest.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-34596 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.016-700x394.jpeg\" alt=\"Our social media competitive analysis template makes it easy to outline key metrics for an entire competitive landscape.\" width=\"700\" height=\"394\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.016-350x197@2x.jpeg 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.016-300x169.jpeg 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.016-1024x576.jpeg 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.016-100x56.jpeg 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.016-350x197.jpeg 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.016-1170x659.jpeg 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.016.jpeg 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">In the slide above, we\u2019ve included follower, posting, and engagement rate metrics, along with the relative change on a brand-by-brand basis. This chart is sorted by the percentage change in engagement rate, from highest to lowest. You could choose to include other metrics, like engagement totals, comments, or more.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There is a tradeoff on having too many or too few metrics, so remember to try and keep things focused.<\/span><\/p>\n<div style=\"background:#E4F3FA; padding: 20px;margin-bottom: 20px;font-style:italic;\"><strong>\n Try it: \n<\/strong>To perform these analyses, we used the <a href=\"https:\/\/app.rivaliq.com\/overview\/instagram\" target=\"_blank\" rel=\"noopener\">Instagram Overview Dashboard<\/a> and the <a href=\"https:\/\/app.rivaliq.com\/dashboards\/templates\" target=\"_blank\" rel=\"noopener\">Competitive Analysis Dashboard<\/a> in Rival IQ.<\/div>\n\n\n<h3 id=\"title-review-content\">Step 5: Review best and worst-performing content<\/h3>\n<p><span style=\"font-weight: 400;\">Now that we\u2019ve reviewed metrics and hashtags, let\u2019s focus on some of the creative in the actual posts that drive the numbers. This step is where you\u2019ll take a look at your brand\u2019s top-performing posts on each channel, as well as the worst-performing posts.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To look at the top-performing posts from a competitive perspective, it is easier to see what a brand is working toward if you analyze the posts one company at a time. Of course, we all know it helps to have on-brand, thumb-stopping shots to drive engagement on Instagram. Researching a brand\u2019s best and worst-performing content will give you insights into what works well, regardless of brand.<\/span><\/p>\n\n<div class=\"blog-inline-cta-no-image\" style=\"\">\n  <p>\n   Ready to start your analysis?  <\/p><div class=\"cta-wrapper\"> <a target=\"_blank\" class=\"x-btn ss-light x-btn-global\" href=\"\/signup\" style=\"\">Try Rival IQ for free!<\/a><\/div>\n<\/div>\n\n\n<p><span style=\"font-weight: 400;\">To begin, let\u2019s start with our focus brand, Laneige. Below, we\u2019ll see their top and bottom nine Instagram posts during the reporting period.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Laneige\u2019s top three posts were Reels featuring actress and brand partner Sydney Sweeney. Star-studded content always stands out on Instagram, so it\u2019s no surprise that these posts\u2019 engagement rate was well above the brand\u2019s average of 1.86%. Two of those Reels were also the top two posts for the entire competitive landscape, which is worth noting in the analysis.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The rest of the brand\u2019s top-performing posts had cohesive brand imagery and showcased clean visuals of the product. Bright brand colors also made it easy to stand out and be recognizable in the feed. A majority of the top posts were also Reels. Post type is something to make note of, which we\u2019ll go into in more detail below. <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-34597 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.018-700x394.jpeg\" alt=\"A side-by-side analysis of Laneige's top-performing and worst-performing Instagram posts.\" width=\"700\" height=\"394\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.018-350x197@2x.jpeg 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.018-300x169.jpeg 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.018-1024x576.jpeg 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.018-100x56.jpeg 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.018-350x197.jpeg 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.018-1170x659.jpeg 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.018.jpeg 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Looking at top-performing content is only half of the story. Finding patterns in the content that doesn\u2019t get engagement also yields clues as to campaigns that could be improved.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We see Laneige\u2019s nine lowest-engagement posts on Instagram have a different feel than their best-performing content. These all performed below the brand\u2019s average of 1.86% and even below the median engagement rate of 0.19% on Instagram for beauty brands.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are no clear visuals of the product and the imagery and text overlays don\u2019t match the rest of the brand\u2019s content, making it difficult to identify in a busy feed. <\/span><\/p>\n<div style=\"background:#E4F3FA; padding: 20px;margin-bottom: 20px;font-style:italic;\"><strong>\n Try it: \n<\/strong>To perform this analysis, we used the <a href=\"https:\/\/app.rivaliq.com\/posts\/instagram\/details\/social-posts?orderBy=3&amp;sortOrder=1&amp;limit=-1&amp;layout=grid_square_with_details\" target=\"_blank\" rel=\"noopener noreferrer\">grid view for Social Posts<\/a>\u00a0in Rival IQ.<\/div>\n\n\n<p><span style=\"font-weight: 400;\">You can do the same content analysis for as many brands in the competitive set as you\u2019d like. Here\u2019s an analysis of one of Laneige\u2019s competitors, Glossier. <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-34598 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.019-700x394.jpeg\" alt=\"A key step of our social media competitive analysis template is to analyze your competitors' best and worst content.\" width=\"700\" height=\"394\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.019-350x197@2x.jpeg 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.019-300x169.jpeg 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.019-1024x576.jpeg 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.019-100x56.jpeg 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.019-350x197.jpeg 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.019-1170x659.jpeg 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.019.jpeg 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<h3 id=\"title-identify-popular-topics\">Step 6: Identify popular topics<\/h3>\n<p><span style=\"font-weight: 400;\">Though the images in our posts are a huge factor in determining their success, the words that we use to connect with our audience matter, too.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Staying with our trend of examining social engagement on Instagram, let\u2019s look at how to reveal high-engagement topics by reviewing the most popular phrases within this beauty brand landscape. This step is to help you identify which topics your brand and your competitors not only used the most but were the most engaging.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We\u2019ll start out looking at the words Laneige is using in their posts using Popular Topics within Rival IQ.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For Laneige, these were the topics that generated the most engagement for the brand on Instagram. We can see that one of the brand\u2019s specific products, the <\/span><a href=\"https:\/\/us.laneige.com\/products\/water-bank-blue-hyaluronic-cream-moisturizer\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Water Bank Blue Hyaluronic Cream Moisturizer<\/span><\/a><span style=\"font-weight: 400;\">, generated the most buzz which makes sense since it was part of a major brand campaign this year. <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-34600 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.022-700x394.jpeg\" alt=\"A ranking of high engagement phrases used by Laneige on Instagram.\" width=\"700\" height=\"394\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.022-350x197@2x.jpeg 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.022-300x169.jpeg 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.022-1024x576.jpeg 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.022-100x56.jpeg 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.022-350x197.jpeg 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.022-1170x659.jpeg 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.022.jpeg 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re looking for trends and tactics in your competitor analysis, one easy way to find them is to look at phrases and topics that several brands are using.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These were the topics beauty brands used the most on Instagram for the reporting period. Words like \u201cavailable\u201d and \u201ccoming soon\u201d indicate these brands often posted about new products. <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-34601 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.023-700x394.jpeg\" alt=\"A ranking of most broadly used phrases by beauty brands on Instagram.\" width=\"700\" height=\"394\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.023-350x197@2x.jpeg 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.023-300x169.jpeg 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.023-1024x576.jpeg 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.023-100x56.jpeg 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.023-350x197.jpeg 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.023-1170x659.jpeg 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.023.jpeg 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<h3 id=\"title-analyze-hashtag-engagement\">Step 7: Analyze hashtag engagement<\/h3>\n<p><span style=\"font-weight: 400;\">Similar to analyzing popular topics, you\u2019ll also want to take a look at frequently used hashtags among your competitors.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hashtags help users on social media find content related to a specific topic or theme. Brands also use hashtags to help users show their affection or affinity for a particular campaign. Using the right hashtags also is vital for helping users who aren\u2019t in your audience discover your brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In performing a competitive hashtag review, we\u2019re looking to understand how content using different hashtags performs and to learn if there are hashtag opportunities we\u2019re missing. Also, studying hashtags can reveal competitive insights about our competitors\u2019 campaigns.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To start, let\u2019s look at the most broadly used hashtags on Instagram by the top beauty brands on Instagram. Some of the most frequently used hashtags include #grwm (get ready with me), #giveaway, and #valentinesday. The hashtag #InternationalWomensDay earned a 7.51% engagement rate, yet only three companies used it.\u00a0 <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-34603 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.026-700x394.jpeg\" alt=\"A ranking of the most broadly used hashtags by beauty brands on Instagram.\" width=\"700\" height=\"394\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.026-350x197@2x.jpeg 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.026-300x169.jpeg 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.026-1024x576.jpeg 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.026-100x56.jpeg 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.026-350x197.jpeg 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.026-1170x659.jpeg 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.026.jpeg 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<div style=\"background:#E4F3FA; padding: 20px;margin-bottom: 20px;font-style:italic;\"><strong>\n Try it: \n<\/strong>To perform this analysis, we used the <a href=\"https:\/\/app.rivaliq.com\/posts\/instagram\/details\/hashtags\" target=\"_blank\" rel=\"noopener noreferrer\">hashtag detail report<\/a> in Rival IQ.<\/div>\n\n\n<p><span style=\"font-weight: 400;\">Now let\u2019s look at how Laneige is using hashtags on Instagram. Some of the brand\u2019s most engaging hashtags include #SkincareMusthave and #CloudMakeup, each with a whopping 105% engagement rate. Other high-performing hashtags for the brand include #SephoraHaul at 35% and #Photoshoot at 30%.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Though these hashtags performed well above the hashtags used by the overall landscape, Laneige only used some of them one time. The takeaway? Analyze your high-performing hashtags and incorporate them more often when they make sense with the post. <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-34602 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.025-700x394.jpeg\" alt=\"A ranking of high engagement hashtags used by Laneige on Instagram.\" width=\"700\" height=\"394\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.025-350x197@2x.jpeg 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.025-300x169.jpeg 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.025-1024x576.jpeg 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.025-100x56.jpeg 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.025-350x197.jpeg 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.025-1170x659.jpeg 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.025.jpeg 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<h3 id=\"title-specific-post-types\">Step 8: Analyze specific post types<\/h3>\n<p><span style=\"font-weight: 400;\">The types of media that you post on social media matter. Depending on the platform, the topic, and the audience, you\u2019ll want to ensure you\u2019re posting the right mix of content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One sure way to understand how your post types affect your engagement is to break down your analyses by post type. We\u2019d urge you to always do post-type analysis on a channel-by-channel basis. No two social platforms are the same, and mixing channels in your analysis will lead to confusion.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Below, we\u2019ll look at a post-type breakdown for Instagram posts for this landscape. The first thing you\u2019ll note is that Carousels performed the best for beauty brands on Instagram. Photo posts and Reels had similar engagement rates, but these brands posted more Reels than any other post type. Using this data, Laneige and other beauty brands could invest more time into high-performing Carousels. <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-34604 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.028-700x394.jpeg\" alt=\"Another step of our social media competitive analysis template is to analyze your brand's posting activity by type.\" width=\"700\" height=\"394\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.028-350x197@2x.jpeg 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.028-300x169.jpeg 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.028-1024x576.jpeg 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.028-100x56.jpeg 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.028-350x197.jpeg 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.028-1170x659.jpeg 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.028.jpeg 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<div style=\"background:#E4F3FA; padding: 20px;margin-bottom: 20px;font-style:italic;\"><strong>\n Try it: \n<\/strong>To perform this analysis, we used the <a href=\"https:\/\/app.rivaliq.com\/posts\/instagram\" target=\"_blank\" rel=\"noopener noreferrer\">post type panel in Social Posts<\/a> in Rival IQ.<\/div>\n\n\n<h3 id=\"title-boosted-post-analysis\">Step 9: Conduct a boosted post analysis<\/h3>\n<p><span style=\"font-weight: 400;\">We can gain powerful insights by understanding how often our competitors boost their Facebook posts \u2013 and the topics they\u2019re boosting. Using a tool like Rival IQ, we can analyze these boosted posts to see what really matters.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the slide below, we see Laneige is one of only three brands that doesn\u2019t boost posts on Facebook and those that boost aren\u2019t seeing much difference from it. The engagement rate was relatively the same across the board, even for brands like Laneige that didn\u2019t boost any posts.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Although this won\u2019t be the case in every landscape, it\u2019s helpful to know where your competitors are prioritizing their efforts and their dollars.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-34605 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.030-700x394.jpeg\" alt=\"A boosted post analysis for beauty brands on Facebook. \" width=\"700\" height=\"394\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.030-350x197@2x.jpeg 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.030-300x169.jpeg 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.030-1024x576.jpeg 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.030-100x56.jpeg 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.030-350x197.jpeg 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.030-1170x659.jpeg 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.030.jpeg 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<h2>How to Use Your Social Media Competitive Analysis Template<\/h2>\n<p><span style=\"font-weight: 400;\">After you\u2019ve worked through the entire <a href=\"\/resources\/social-media-competitive-analysis-template\/\" target=\"_blank\" rel=\"noopener\">competitive analysis template<\/a>, you should have a lot of juicy insights to dissect. Make note of key takeaways so you can start strategizing different ways to apply your findings to your social channels.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Before you share your results with your team, do everyone a favor: put together an executive summary. Describe the analysis, draw attention to key insights from your research, and highlight the next steps. This should help the rest of your team determine where they\u2019d like to dig into your report most.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"border-no-caption aligncenter wp-image-34606 size-large-modern\" src=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.004-700x394.jpeg\" alt=\"The executive summary slide from Rival IQ's social media competitive analysis template. \" width=\"700\" height=\"394\" srcset=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.004-350x197@2x.jpeg 700w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.004-300x169.jpeg 300w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.004-1024x576.jpeg 1024w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.004-100x56.jpeg 100w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.004-350x197.jpeg 350w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.004-1170x659.jpeg 1170w, https:\/\/www.rivaliq.com\/wp-content\/uploads\/2024\/01\/2024-Rival-IQ-social-media-competitive-analysis-template.004.jpeg 1400w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Keeping an eye on your competitors&#8217; activity and performance on social should be a regular part of your social media routine. Benchmarking against similar brands provides more context into how your own content is performing and makes it easier to identify opportunities to stand out or improve.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How often you decide to conduct a full competitive analysis is up to you. We\u2019d recommend doing this at least twice a year, so every six months. You can also conduct a competitive analysis every quarter or every month \u2014 but we wouldn\u2019t recommend anything more than that as you need at least 30 days\u2019 worth of data for the most accurate results.\u00a0<\/span><\/p>\n\n<div class=\"blog-inline-cta-image light\" >\n  <img src=\/wp-content\/uploads\/2023\/06\/illustration-all-features-2023-300x246.png>\n  <div class=\"cta-wrapper\"> <p>\n   Start analyzing your competition with a free Rival IQ trial.  <\/p><a class=\"x-btn ss-light x-btn-global\" target=\"_blank\" href=\/signup\/ style=\"\">Get my free trial <\/a><\/div>\n<\/div>\n\n\n<p><span style=\"font-weight: 400;\">You can use Rival IQ\u2019s powerful <a href=\"\/social-media-competitive-analysis\/\" target=\"_blank\" rel=\"noopener\">competitive social media analytics<\/a> to complete every part of what you\u2019ve learned in this article. We offer <a href=\"https:\/\/www.rivaliq.com\/signup\/\" target=\"_blank\" rel=\"noopener\">a 14-day free trial<\/a>, and we promise you\u2019ll learn a ton about your industry along the way. Get after it!<\/span><\/p>\n\n<script>\njQuery(window).scroll(function() {\n\tvar scrollDistance = jQuery(window).scrollTop();\n\n\t\/\/ Assign active class to nav links while scolling\n\tjQuery('[id*=title-]').each(function(i) {\n\t\t\n\t\tif ((jQuery(this).position().top + 310) <= scrollDistance) {\n\t\t\tjQuery('.nav-toc__link.active').removeClass('active');\n\t\t\tjQuery('.nav-toc__link ').eq(i).addClass('active');\n\t\t}\n\t});\n}).scroll();\n\njQuery(document).ready(function() {\n  jQuery('a.nav-toc__link').on('click', function(e) {\n    var elem = this;\n\n    function delayedClick() {\n      var top = jQuery(jQuery(elem).attr('href')).offset().top;\n      var bodyTop = jQuery('body').offset().top;\n      jQuery([document.documentElement, document.body]).animate({\n        scrollTop: (top - 62 - bodyTop)\n      })\n    }\n    setTimeout(delayedClick, 1000);\n\n  });\n});\n\n<\/script>\n\n\n","protected":false},"excerpt":{"rendered":"<p>If social media is essential to your business success, you must perform a social media competitive analysis to learn how your competitors market and how your performance compares. Every social media professional knows that the best social media strategies are rooted in data. Whether you\u2019re looking to improve the ROI &#8230;<\/p>\n","protected":false},"author":83,"featured_media":34645,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[18,24],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v22.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Perform a Social Media Competitive Analysis | Rival IQ<\/title>\n<meta name=\"description\" content=\"The ultimate social media competitive analysis is within your grasp. We&#039;ll teach you how and give you free templates and tools.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.rivaliq.com\/blog\/social-media-competitive-analysis\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Perform a Social Media Competitive Analysis\" \/>\n<meta property=\"og:description\" content=\"The ultimate social media competitive analysis is within your grasp. We&#039;ll teach you how and give you free templates and tools.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.rivaliq.com\/blog\/social-media-competitive-analysis\/\" \/>\n<meta property=\"og:site_name\" content=\"Rival IQ\" \/>\n<meta property=\"article:published_time\" content=\"2024-01-11T09:18:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-02-08T23:53:46+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/01\/002a-companalysis-template-1200x628-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"628\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Sam Lauron\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/01\/002a-companalysis-template-1200x628-1.png\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sam Lauron\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"17 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.rivaliq.com\/blog\/social-media-competitive-analysis\/\",\"url\":\"https:\/\/www.rivaliq.com\/blog\/social-media-competitive-analysis\/\",\"name\":\"How to Perform a Social Media Competitive Analysis | Rival IQ\",\"isPartOf\":{\"@id\":\"https:\/\/www.rivaliq.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.rivaliq.com\/blog\/social-media-competitive-analysis\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.rivaliq.com\/blog\/social-media-competitive-analysis\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.rivaliq.com\/wp-content\/uploads\/2022\/01\/002-comp-analysis-template-hero.png\",\"datePublished\":\"2024-01-11T09:18:00+00:00\",\"dateModified\":\"2024-02-08T23:53:46+00:00\",\"author\":{\"@id\":\"https:\/\/www.rivaliq.com\/#\/schema\/person\/25d1f39d600f34ab36730a3e0ba2c1aa\"},\"description\":\"The ultimate social media competitive analysis is within your grasp. 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