Social media competitor analysis: a one-page benchmark of 3–5 brands
- Price
- Free plan: 100 credits, no card. One analysis uses about 60–110 credits.
- What you get
- One printable page: a verdict, a scorecard for each account on Instagram and TikTok (posts per week, median interactions, interactions by followers, median video views), content categories, each account's best post, share of voice next to share of posts, and three decisions for next month. A monthly update reruns the same accounts.
- Coverage
- Three to five public Instagram and TikTok accounts, brands or creators, in any country. Private accounts, Stories, ads, reach, saves and audience data are not available.
- Time to report
- Usually 4–8 minutes.
- Account
- Sign-in with Google required to run it. You can read the example and fill in the form without an account.
How do you do a social media competitor analysis?
Pick three to five accounts, read the same days of posts on each platform, compare posting frequency and median interactions, sort posts into content categories, then work out each account's share of all interactions. In Nolyn's November 5, 2026 run, On took 88.5% of Instagram interactions from 41.2% of posts and 95.7% of TikTok interactions from 46.3%, while HOKA held 2.4% and 0.05%.
Enter your brand and two to four competitors. Nolyn reads each account's last 30 days on Instagram and TikTok, compares posting frequency, engagement, content categories and top posts on the same rules, works out share of voice, and writes one page you can hand to your boss. Turn on a monthly update and the same accounts are rerun on the first Monday of each month.
- On's Instagram share of voice
- 88.5%
- On's TikTok share of voice
- 95.7%
- On's median Instagram post
- 13,218
- HOKA TikToks in 30 days
- 4
Key findings
- On takes 88.5% of Instagram interactions and 95.7% of TikTok
- Two TikToks carry most of On's lead
The report includes
- One page for your boss
- The same rules for every account
- The same accounts next month
What you get
One page for your boss
The same rules for every account
The same accounts next month
Example: HOKA vs On, Brooks and Allbirds
A real run on November 5, 2026 comparing four running shoe brands. It took 82 credits and a little over 4 minutes. TikTok covers October 6 to November 5: 54 videos. Instagram covers October 15 to November 5, the days all accounts reached within the posts read: 51 posts. @allbirds on TikTok is an empty placeholder, so Nolyn used the brand's @weareallbirds account.
On's Instagram share of voice
88.5%
From 41.2% of 51 posts; Brooks 9.1%, HOKA 2.4%
On's TikTok share of voice
95.7%
From 46.3% of 54 videos; Brooks 4.2%, HOKA 0.05%
On's median Instagram post
13,218
Interactions; HOKA 1,499, Brooks 1,428
HOKA TikToks in 30 days
4
0.9 a week; On and Brooks 5.8
| Account | Platform | Followers | Posts per week | Median interactions | By followers | Median video views | Share of voice (posts) | Best category (median) | Best post |
|---|---|---|---|---|---|---|---|---|---|
| On (@on) | 4.17M | 6.8 | 13,218 | 0.32% | 497,915 (9) | 88.5% (41.2%) | Creators & lifestyle: 17,228 (9 posts) | Burna Boy team film (200,986) | |
| On (@on) | TikTok | 738K | 5.8 | 942 | 0.13% | 31,200 (25) | 95.7% (46.3%) | Product & drops: 17,455 (4 posts) | "Never seen so much side eye" (246,291) |
| Brooks (@brooksrunning) | 1.02M | 6.2 | 1,428 | 0.14% | 1,570,392 (3) | 9.1% (37.3%) | Creators & lifestyle: 3,592 (5 posts) | Disney Wine & Dine drop (33,480) | |
| Brooks (@brooksrunning) | TikTok | 242K | 5.8 | 78 | 0.032% | 2,369 (25) | 4.2% (46.3%) | Creators & lifestyle: 5,669 (5 posts) | Cold plunge video (7,552) |
| HOKA (@hoka) | 1.54M | 3.6 | 1,499 | 0.098% | 36,829 (2) | 2.4% (21.6%) | Community & events: 1,630 (6 posts) | Desert race win carousel (4,334) | |
| HOKA (@hoka) | TikTok | 270K | 0.9 | 66 | 0.024% | 4,318 (4) | 0.05% (7.4%) | Community & events: 95 (3 posts) | "We're here, Chicago" (160) |
| Allbirds (@allbirds) | 511K | 0 | No posts | No posts | No posts | 0% (0%) | No posts | Last post May 12, 2026 | |
| Allbirds (@weareallbirds) | TikTok | 18.7K | 0 | No posts | No posts | No posts | 0% (0%) | No posts | Last video April 24, 2026 |
Interactions = likes + comments on Instagram, plus shares on TikTok; median per post. Share of voice = an account's share of all interactions among these accounts on that platform, with its share of posts in brackets. Median video views cover Reels and TikTok videos only. Figures as the platforms returned them on November 5, 2026; large TikTok view counts are rounded by TikTok.
On takes 88.5% of Instagram interactions and 95.7% of TikTok
Two TikToks carry most of On's lead
Brooks has reach without response on TikTok
Product posts work for On on TikTok, not on Instagram
HOKA's gap is TikTok output
Allbirds has gone quiet
Every figure was recomputed from the saved platform responses, and categories were assigned from each caption. Left out: six Instagram collabs owned by other accounts (@marni, @blackdistancenyc, @hoka_eu, @on.brasil and two from @loewe), Brooks' pinned Instagram post and three pinned Brooks TikToks. The run's own report was corrected here: it counted 20 On Instagram posts where the data has 21, and treated Instagram as a full 30 days although On's and Brooks' posts read only went back to October 15 and 11. The brief now keeps reading and uses shared days. The window includes the Chicago and New York marathons, so treat it as a race-season benchmark.
How the benchmark is built
Pick three to five accounts
Your brand and the two to four accounts your customers compare it with. Nolyn checks each handle on both platforms and flags accounts that are not the brand's official one.
Read the same 30 days
Up to 30 posts per account per platform, leaving out pinned posts, hidden like counts and collabs owned by other accounts, and counting what was left out.
Compare and sort into categories
Medians keep one viral post from setting the result. Every post goes into one of four to six content categories that fit the brands, so you see which subjects earn attention.
Work out share of voice
Each account's share of all interactions across the set, per platform, next to its share of posts. A brand above its share of posts is getting more from each post than its rivals.
Who uses it
Brand and social managers
Agencies
Founders and ecommerce teams
What this benchmark cannot see
It uses public post data only: no Stories, ads, reach, saves or audience demographics, and no private accounts. Share of voice here is a share of what these accounts published, not of every mention of the brand on the web, so creator posts and press are not counted. Platforms can round or hide figures. YouTube, X and LinkedIn are not included. The report describes the period it read and does not forecast sales.
Questions
Posting frequency, engagement, content categories, top-performing posts and share of voice for each account, on the same days and the same rules. Nolyn adds the verdict and three decisions, so the result fits on one page for a manager.
Usually it is a brand's share of all conversation in its market. Here it is narrower: each account's share of all likes, comments and TikTok shares earned by the accounts you chose. In the sample On held 88.5% on Instagram and 95.7% on TikTok. It does not count posts by creators, customers or the press.
Add up the interactions on each account's posts for the same days, then divide each account's total by the total for all accounts. Compare it with the account's share of posts: On's 88.5% of Instagram interactions came from 41.2% of posts, so each post earned more than its rivals'.
Comparing your numbers with named competitors instead of an industry average, so the target means something to your market. The useful measures are posts per week, median interactions, interactions by followers and median video views. Medians stop one viral post from setting the benchmark.
Yes. Under the finished report, turn on the monthly update. On the first Monday of each month Nolyn reruns the same accounts, opens with what changed and emails you. Each run is charged in credits like a normal report, about 82 credits for four brands, and you can pause it in Tasks. A run is skipped if your credits are too low.
Not in one report. Five accounts keeps the scorecard on one page and the cost predictable. Run a second benchmark for another group, or use the Instagram or TikTok competitor analysis for a closer look at one platform.
Use this page to compare three to five brands across both platforms for a report. Use the Instagram competitor analysis or TikTok competitor analysis for a deeper read of one platform against two or three rivals.
Running it needs a free Nolyn account: sign in with Google and you get 100 free credits. The sample on this page compared four brands for 82 credits, so the free credits cover about one run; a monthly update needs paid credits after that. This page, the sample and the brief are free to read.
To run it, yes: sign in with Google. It is free and asks for no card. You can read the example and fill in the form before signing in.
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