Instagram has added a new feature called Competitive Insights to its Professional Dashboard. The tool is designed for brands and creator accounts, allowing them to compare their activity and engagement with other profiles on the platform.

The feature was first spotted by digital marketing advisor Sarah Roizman, who shared screenshots of the update in a Threads post.

How the feature works

Users can select up to ten accounts to benchmark against. Once selected, the dashboard displays side-by-side metrics such as follower growth and posting frequency. Comparisons cover different types of content, including Reels, feed posts, and ads.

The tool also allows users to view engagement data for individual posts from competitor accounts, even when those accounts have hidden their like counts. This provides a snapshot of how posts are performing compared with similar accounts.

The feature also tracks follower growth, allowing users to see how their audience expands relative to selected accounts. It breaks down posting frequency by content type, including Reels, feed posts, and ad campaigns.

Limitations of the new tool

Social Media Today notes that Competitive Insights only provides basic metrics. Users cannot access cumulative performance analytics or graphs comparing all metrics across multiple accounts at once. Comparisons are one-on-one and do not include grouped data.

This means the feature is useful for spotting trends, such as whether a competitor is posting more frequently or growing followers faster, but it does not replace detailed analytics tools.

Still, brands and creators can use the data to inform posting schedules or content strategies, comparing how often competitors post and how audiences respond. Previously, businesses relied on third-party analytics tools for similar insights. Now, Instagram is bringing basic comparisons directly into the platform.

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