Instagram lets brands track their competitors – Here’s how the new feature works

Instagram has introduced a new feature for professional and creator accounts called “Competitive Insights” within the Professional Dashboard. The feature allows users to compare their account performance with up to ten competitors, offering side-by-side data on follower growth, posting frequency, and engagement across Reels, feed posts, and ads.

The tool provides an in-app benchmarking option for verified users and brands, showing how often competitors post and how their follower numbers are changing. It also allows limited viewing of individual post performance, even if like counts are hidden. However, the current version does not include detailed analytics such as reach, click-throughs, or engagement rates, and comparisons are presented one-on-one rather than in grouped dashboards.

The update comes ahead of the busy Christmas and New Year campaign season, when many brands are running influencer and festive marketing pushes. With this feature, these companies can monitor each other’s posting frequency, follower activity, and engagement during the holiday period. Retail and fashion brands preparing Christmas or Black Friday promotions can also use the feature to adjust their posting schedules or campaign styles based on competitor activity.

For creators, the tool provides insight into how peers are performing in the same category, which can help plan future collaborations and improve consistency. Influencer marketing agencies can use the comparisons to benchmark engagement rates and refine campaign strategies.

Industry professionals note that while the feature currently offers basic data, it signals Instagram’s effort to make professional accounts more data-driven. If expanded to include additional metrics such as reach, saves, or clicks, Competitive Insights could become a key reference for brands evaluating campaign effectiveness and audience trends.

The update gives professional accounts a way to measure how their digital activity compares with others in the same space and adjust strategies for upcoming high-traffic periods such as Christmas, New Year, and Black Friday.