Every advice says that you are yourselves on social media, and therefore should not copy anyone. What works for one does not have to function for another, no matter how much alike you are... This article will not deny that. Let's first agree that in order to succeed on social media, you need a strategy. Do you know how to create it or where to begin? Now may be the time to look at the competition. There is a high probability that at least part of them have a decent marketing budget and had previously invested in careful analysis. So why not learn from them.
Start from scratch
Every company has to say, whether be present on social networks, if so, where, and what kind of content and how often to publish. In order to prepare well for all these issues, a comparison to the competition will help.
At the beginning you compare how many fans or followers they have. If competition on a given network can be found, it will not matter whether they have 10,000 fans or just 100. They do have fans, it means that the network is also an opportunity for you. If a competitor is found everywhere except one social network, it either means that it did not make sense for him, or the opposite - with a touch of creativity a unique opportunity opens up for you.
In search of social networks, where you competitors have a profile, your first clue is their website. There you will find icons of the platforms you are looking for. The second option is to find the same via Google. When you enter the name of the company, its profile on social media will likely be on one of the first pages of results.
What's next?
Now you need to create a profile on the selected social networks. Again, it is appropriate to look at the competition - do their use their logo in the profile picture or a photo of a person? This can play a big role in engaging fans.
Cover photo may be different on different media or the same across all platforms. Here, it is advisable to get inspired. You will see used motifs that already have some history, ie., they have proved themselves useful.
Profile description is often the first thing a potential customer encounters. So you have to induce the right first impression. Also include your website. See if the competition referenced people to their homepage, the e-shop or on a different landing page. A number of companies starts with a call to action to encourage people to really visit the website. Check out what wording worked for competition.
Content Analysis
When you know where you should be and what the potential is, your focus should go to the content. Are your competitors successful in engaging potential customers or do they have a huge number of fans they probably bought in a campaign? You can measure and compare the engagement rate between the competitors as well. This will give you a clue where you could get.
Many companies ask how often to publish content on different networks. The decision is to be done before you create a publishing calendar. Look, therefore, how the competition does the same. Compare the number of posts on various networks and try to find out what kinds of posts have the greatest level of engagement (likes, sharing ...). Remember that here more than ever applies that the competition is only inspiration. From now on, your ideas are what really counts the most.
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