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- Competitor profiles: filled example (CSV) · blank (CSV)
- Content snapshot: filled example (CSV) · blank (CSV)
- Takeaways: filled example (CSV) · blank (CSV)
In Google Sheets: File, Import, Upload, then pick the CSV.
What's inside
- A profiles sheet comparing you and three competitors on each platform: followers, posts, formats, topics, tone and visible engagement
- A content snapshot of standout posts, with why each one worked and an idea for you (not a copy)
- A takeaways sheet that turns findings into actions with owners and dates
- A filled example for a fictional bookshop and a blank CSV of each sheet
How to use it
- Pick three to five competitors your customers would actually choose between, including one bigger and one similar in size.
- Add your own business as the first row so every comparison has a baseline.
- For each platform, record followers and count posts from the last 30 days from their public profile.
- Note their main formats, topics and tone in a few words, and estimate average likes plus comments on recent posts.
- Add their standout posts to the content snapshot and write one line on why each worked.
- Write what you'll do differently in the takeaways sheet. Look for gaps, not things to copy.
- Repeat every quarter. A one-off look tells you less than a change over time.
Preview: Competitor profiles
A filled example for a made-up small business.
| Business | Platform | Followers | Posts (last 30 days) | Main formats | Topics | Tone | Avg likes + comments per post | Engagement by followers | What they do well | Gap we could fill |
|---|---|---|---|---|---|---|---|---|---|---|
| Marginalia Books (us) | 1,450 | 12 | Photos, a few Reels | New arrivals, events | Friendly | 58 | 4.0% | We reply to every comment | n/a | |
| Marginalia Books (us) | 820 | 8 | Photos, event posts | Events, opening hours | Friendly | 16 | 2.0% | Events listed early | n/a | |
| Chapter & Verse | 3,200 | 18 | Reels, carousels | Staff picks, author events | Chatty and funny | 96 | 3.0% | Staff faces in almost every Reel | Hardly any children's books | |
| Chapter & Verse | 1,900 | 10 | Event posts, photos | Events | Plain | 19 | 1.0% | Every event has a Facebook event | Few replies to comments | |
| The Reading Room | 5,800 | 30 | Single images | New arrivals, coffee | Polished | 116 | 2.0% | A consistent look | Captions rarely say why a book is worth reading | |
| The Reading Room | TikTok | 1,100 | 4 | Video | Quick book reviews | Casual | 66 | 6.0% | Reviews get lots of comments | Posts rarely; nobody local reviews books on TikTok weekly |
| Local branch of a national chain | 900 | 6 | Shared national posts | Bestsellers, offers | Corporate | 9 | 1.0% | Big-name offers | Nothing about the town itself |
Preview: Content snapshot
A filled example for a made-up small business.
| Business | Date | Platform | Format | What the post was | Visible engagement | Why it worked | Idea for us (not a copy) |
|---|---|---|---|---|---|---|---|
| Chapter & Verse | 3 Oct | Reel | Staff member reacting to the first line of five novels | 312 likes, 48 comments | A face, a quick format and an easy question to answer | Our own format: 'one book, one sentence' from each of us | |
| Chapter & Verse | 9 Oct | Event | Author talk with a local historian | 41 going, 120 interested (as shown on the event) | Local subject, listed three weeks ahead | List our children's story time as a Facebook event every month | |
| The Reading Room | 6 Oct | TikTok | Video | Three books under 200 pages for a busy month | 190 likes, 37 comments | Practical, specific promise in the first line | A weekly 'short books' video, a gap they post too rarely to own |
| The Reading Room | 12 Oct | Single image | Coffee and a new hardback on the window seat | 140 likes, 6 comments | Pretty, but few comments: nothing to respond to | Ask a question in every caption | |
| Local chain branch | 10 Oct | Single image | National 3-for-2 offer graphic | 11 likes, 0 comments | Low response; nothing local | We can't match on price; talk about the town and our staff instead | |
| Marginalia Books (us) | 8 Oct | Reel | Unboxing the autumn delivery | 122 likes, 15 comments | Our best this month: anticipation and real staff | Make it a monthly series |
Preview: Takeaways
A filled example for a made-up small business.
| Finding | Evidence | Action | Owner | Due |
|---|---|---|---|---|
| Faces outperform product shots | Chapter & Verse Reels and our unboxing Reel get the most comments | Put a staff member in at least one post a week | Dan | From 20 Oct |
| Nobody local owns children's books | No competitor posted children's books in the last 30 days | Start a monthly children's story time post and Facebook event | Asha | 1 Nov |
| Short-book videos get conversation | The Reading Room's TikTok review had high comments but they post rarely | Test four weekly 'short books' videos on TikTok | Dan | Weekly from 21 Oct |
| Captions without a question get few replies | Polished posts with no question get few comments | End every caption with a simple question | Asha | Now |
| The chain can't talk about the town | Their posts are all national | Add one post a week about the town: a local author, a street, an event | Asha | From 22 Oct |
Tips
- Every business, figure and post in the example is made up, including the competitors. Nothing describes a real shop.
- You can only see public numbers such as followers, likes and comments. Reach, saves and clicks are private, so compare what you can see and treat it as a rough guide.
- This template calculates engagement by followers: average likes plus comments per post, divided by followers, times 100. Use the same formula for every row.
- Look for gaps, not things to copy. Copying a competitor's posts makes you look like a smaller version of them.
- Keep it respectful. The point is to learn, not to post about competitors or criticise them publicly.
- Zolyp's Analyze reports on your own connected accounts only; it doesn't track competitors, so this sheet stays a manual job.
Common questions
How do I do a social media competitor analysis?
Pick three to five businesses your customers might choose instead of you. For each platform, record followers, posts in the last 30 days, formats, topics, tone and visible engagement. Note their standout posts, then list the gaps you could fill and what you'll change.
Can I see competitors' reach or impressions?
No. Reach, impressions, saves and clicks are only visible to the account owner. You can see followers, likes, comments and sometimes views, so the analysis compares those and treats them as rough signals.
How often should I look at competitors?
Once a quarter is enough for most small businesses, plus a quick look when a competitor opens nearby or changes approach. Spend more time on your own results than on theirs.
Are the businesses in the example real?
No. Marginalia Books, Chapter & Verse, The Reading Room and every figure are made up to show how a filled analysis reads.
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