Advanced Competitive Analysis Guide

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hover-c--neutral-900 w-100p w-auto-l py300 px350 f300 fw-bold tc no-underline hover-no-underline"> <span>Schedule a demo</span> </a> <div class="px0-l px450 pl0-ns pr450-ns flex-auto w-100p w-auto-ns"> <a href="/trial/" class="button-reset interaction--hover dib ba bw600 br500 hover-c--neutral-0 b--neutral-1100 hover-b--neutral-900 bg--neutral-1100 hover-bg--neutral-900 c--neutral-0 w-100p w-auto-l py300 px350 f300 fw-bold tc no-underline hover-no-underline"> <span>Try for free</span> </a> </div> </div> </div> </div> <nav class="dn db-l" > <div class="b--neutral-200-l bb-l bg--blue-1100 bg--neutral-0-l c--text-inverse c--text-l flex flex-auto flex-column flex-row-l relative z2"> <div class="f300 flex flex-column flex-row-l items-center-l justify-between-l mw900 mx-auto pb750 pb0-l px350-l w-100p"> <ul class="flex flex-auto flex-column flex-row-l flex-wrap-l list pl0 w-100p w-auto-l "> <li class="flex items-center mr400"> <a class="flex" href="https://sproutsocial.com/insights/"> <span class="screenreader">Blog Home</span> <span class="button-reset dn-l fw-bold inline-flex items-center justify-between mr400-l pa400 px200-l relative w-100p w-auto-l wsnw"> <span class="c--neutral-0 f500 f300-l">Home</span> </span> <svg class="c--primary dn db-l" height="16" role="img" viewBox="0 0 576 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M280.37 148.26L96 300.11V464a16 16 0 0 0 16 16l112.06-.29a16 16 0 0 0 15.92-16V368a16 16 0 0 1 16-16h64a16 16 0 0 1 16 16v95.64a16 16 0 0 0 16 16.05L464 480a16 16 0 0 0 16-16V300L295.67 148.26a12.19 12.19 0 0 0-15.3 0zM571.6 251.47L488 182.56V44.05a12 12 0 0 0-12-12h-56a12 12 0 0 0-12 12v72.61L318.47 43a48 48 0 0 0-61 0L4.34 251.47a12 12 0 0 0-1.6 16.9l25.5 31A12 12 0 0 0 45.15 301l235.22-193.74a12.19 12.19 0 0 1 15.3 0L530.9 301a12 12 0 0 0 16.9-1.6l25.5-31a12 12 0 0 0-1.7-16.93z"></path> </svg> </a> </li> <li class="flex flex-column items-center mt0 relative w-100p w-auto-ns"> <button id="header-nav-social-media" class="button-reset fw-bold inline-flex items-center justify-between mr400-l pa400 px200-l relative w-100p w-auto-l wsnw" title="Open Social Media menu" aria-controls="header-nav-social-media-id" aria-expanded="false" aria-label="Open Social Media menu" > <span class="f300 f400-m f400-xm f300-l ">Social Media</span> <span class="rotate-caret ml300" > <svg class="h400 h350-l" height="10" role="img" viewBox="0 0 320 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M31.3 192h257.3c17.8 0 26.7 21.5 14.1 34.1L174.1 354.8c-7.8 7.8-20.5 7.8-28.3 0L17.2 226.1C4.6 213.5 13.5 192 31.3 192z"></path> </svg> </span> </button> <div aria-labelledby="header-nav-social-media" class="dn" id="header-nav-social-media-id" role="region" > <div class="pointer-events-none absolute-l left0 overflow-hidden pa400-l pt0-l ml-400-l mr-400-l top-100p w450-l z8"> <div class="pointer-events-all b--neutral-200-l br--bottom br600 bt-l bg--blue-1100 bg--neutral-0-l c--text-inverse f300 flex flex-column pb450 pl600 pl0-l py350-l shadow200-l tl"> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/social-strategy/" rel="nofollow" > <span class="wsnw">Strategy</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/social-trends/" > <span class="wsnw">Trends</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/analytics/" rel="nofollow" > <span class="wsnw">Analytics</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/social-listening/" rel="nofollow" > <span class="wsnw">Listening</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/engagement/" rel="nofollow" > <span class="wsnw">Engagement</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/community-management/" > <span class="wsnw">Community Management</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/customer-care-service/" rel="nofollow" > <span class="wsnw">Customer Care</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="https://sproutsocial.com/insights/social-commerce-and-ecommerce/" > <span class="wsnw">Commerce</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/social-media-scheduling/" rel="nofollow" > <span class="wsnw">Scheduling</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/advertising/" rel="nofollow" > <span class="wsnw">Advertising</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/advocacy/" rel="nofollow" > <span class="wsnw">Employee Advocacy</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/influencers/" > <span class="wsnw">Influencers</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/team-collaboration/" > <span class="wsnw">Team Collaboration</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-semibold c--text-inverse c--link-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/all-social-media/" > <span class="wsnw">All Social Media</span> </a> </div> </div> </div> </li> <li class="flex flex-column items-center mt0 relative w-100p w-auto-ns"> <button id="header-nav-networks" class="button-reset fw-bold inline-flex items-center justify-between mr400-l pa400 px200-l relative w-100p w-auto-l wsnw" title="Open Networks menu" aria-controls="header-nav-networks-id" aria-expanded="false" aria-label="Open Networks menu" > <span class="f300 f400-m f400-xm f300-l ">Networks</span> <span class="rotate-caret ml300" > <svg class="h400 h350-l" height="10" role="img" viewBox="0 0 320 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M31.3 192h257.3c17.8 0 26.7 21.5 14.1 34.1L174.1 354.8c-7.8 7.8-20.5 7.8-28.3 0L17.2 226.1C4.6 213.5 13.5 192 31.3 192z"></path> </svg> </span> </button> <div aria-labelledby="header-nav-networks" class="dn" id="header-nav-networks-id" role="region" > <div class="pointer-events-none absolute-l left0 overflow-hidden pa400-l pt0-l ml-400-l mr-400-l top-100p w450-l z8"> <div class="pointer-events-all b--neutral-200-l br--bottom br600 bt-l bg--blue-1100 bg--neutral-0-l c--text-inverse f300 flex flex-column pb450 pl600 pl0-l py350-l shadow200-l tl"> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/facebook/" > <span class="wsnw">Facebook</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/instagram/" > <span class="wsnw">Instagram</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/linkedin/" > <span class="wsnw">LinkedIn</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/pinterest/" > <span class="wsnw">Pinterest</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/review-sites/" > <span class="wsnw">Review Sites</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="https://sproutsocial.com/insights/social-platforms/" > <span class="wsnw">Social Platforms</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="https://sproutsocial.com/insights/tiktok/" > <span class="wsnw">TikTok</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/twitter/" > <span class="wsnw">Twitter</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/youtube/" > <span class="wsnw">YouTube</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/other-platforms/" > <span class="wsnw">Other</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-semibold c--text-inverse c--link-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/all-platforms/" > <span class="wsnw">All Networks</span> </a> </div> </div> </div> </li> <li class="flex flex-column items-center mt0 relative w-100p w-auto-ns"> <button id="header-nav-industries" class="button-reset fw-bold inline-flex items-center justify-between mr400-l pa400 px200-l relative w-100p w-auto-l wsnw" title="Open Industries menu" aria-controls="header-nav-industries-id" aria-expanded="false" aria-label="Open Industries menu" > <span class="f300 f400-m f400-xm f300-l ">Industries</span> <span class="rotate-caret ml300" > <svg class="h400 h350-l" height="10" role="img" viewBox="0 0 320 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M31.3 192h257.3c17.8 0 26.7 21.5 14.1 34.1L174.1 354.8c-7.8 7.8-20.5 7.8-28.3 0L17.2 226.1C4.6 213.5 13.5 192 31.3 192z"></path> </svg> </span> </button> <div aria-labelledby="header-nav-industries" class="dn" id="header-nav-industries-id" role="region" > <div class="pointer-events-none absolute-l left0 overflow-hidden pa400-l pt0-l ml-400-l mr-400-l top-100p w450-l z8"> <div class="pointer-events-all b--neutral-200-l br--bottom br600 bt-l bg--blue-1100 bg--neutral-0-l c--text-inverse f300 flex flex-column pb450 pl600 pl0-l py350-l shadow200-l tl"> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/tech-companies/" > <span class="wsnw">Tech/Software</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/higher-education/" > <span class="wsnw">Higher Education</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/retail/" > <span class="wsnw">Retail</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/healthcare/" rel="nofollow" > <span class="wsnw">Healthcare</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/nonprofit/" > <span class="wsnw">Nonprofit</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/agency/" > <span class="wsnw">Agency</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/government/" > <span class="wsnw">Government</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/travel-and-hospitality/" > <span class="wsnw">Travel & Hospitality</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-semibold c--text-inverse c--link-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/industries/" > <span class="wsnw">All Industries</span> </a> </div> </div> </div> </li> <li class="flex flex-column items-center mt0 relative w-100p w-auto-ns"> <button id="header-nav-career-growth" class="button-reset fw-bold inline-flex items-center justify-between mr400-l pa400 px200-l relative w-100p w-auto-l wsnw" title="Open Career Growth menu" aria-controls="header-nav-career-growth-id" aria-expanded="false" aria-label="Open Career Growth menu" > <span class="f300 f400-m f400-xm f300-l ">Career Growth</span> <span class="rotate-caret ml300" > <svg class="h400 h350-l" height="10" role="img" viewBox="0 0 320 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M31.3 192h257.3c17.8 0 26.7 21.5 14.1 34.1L174.1 354.8c-7.8 7.8-20.5 7.8-28.3 0L17.2 226.1C4.6 213.5 13.5 192 31.3 192z"></path> </svg> </span> </button> <div aria-labelledby="header-nav-career-growth" class="dn" id="header-nav-career-growth-id" role="region" > <div class="pointer-events-none absolute-l left0 overflow-hidden pa400-l pt0-l ml-400-l mr-400-l top-100p w450-l z8"> <div class="pointer-events-all b--neutral-200-l br--bottom br600 bt-l bg--blue-1100 bg--neutral-0-l c--text-inverse f300 flex flex-column pb450 pl600 pl0-l py350-l shadow200-l tl"> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/marketing/" > <span class="wsnw">Marketing Disciplines</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/leveling-up/" > <span class="wsnw">Leveling Up</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/leadership/" > <span class="wsnw">Leadership</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/diversity-equity-inclusion/" > <span class="wsnw">Diversity, Equity & Inclusion</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-semibold c--text-inverse c--link-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/career-growth/" > <span class="wsnw">All Career Growth</span> </a> </div> </div> </div> </li> <li class="flex flex-column items-center mt0 relative w-100p w-auto-ns"> <button id="header-nav-marketing-insights" class="button-reset fw-bold inline-flex items-center justify-between mr400-l pa400 px200-l relative w-100p w-auto-l wsnw" title="Open Marketing Insights menu" aria-controls="header-nav-marketing-insights-id" aria-expanded="false" aria-label="Open Marketing Insights menu" > <span class="f300 f400-m f400-xm f300-l ">Marketing Insights</span> <span class="rotate-caret ml300" > <svg class="h400 h350-l" height="10" role="img" viewBox="0 0 320 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M31.3 192h257.3c17.8 0 26.7 21.5 14.1 34.1L174.1 354.8c-7.8 7.8-20.5 7.8-28.3 0L17.2 226.1C4.6 213.5 13.5 192 31.3 192z"></path> </svg> </span> </button> <div aria-labelledby="header-nav-marketing-insights" class="dn" id="header-nav-marketing-insights-id" role="region" > <div class="pointer-events-none absolute-l left0 overflow-hidden pa400-l pt0-l ml-400-l mr-400-l top-100p w450-l z8"> <div class="pointer-events-all b--neutral-200-l br--bottom br600 bt-l bg--blue-1100 bg--neutral-0-l c--text-inverse f300 flex flex-column pb450 pl600 pl0-l py350-l shadow200-l tl"> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/corporate-communications/" > <span class="wsnw">Corporate Communications</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/culture/" > <span class="wsnw">Culture Strategies</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/customer-experience/" > <span class="wsnw">Customer Experience</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/digital-transformation/" > <span class="wsnw">Digital Transformation</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/whats-next/" > <span class="wsnw">What's Next</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-semibold c--text-inverse c--link-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/marketing-insights/" > <span class="wsnw">All Marketing Insights</span> </a> </div> </div> </div> </li> <li class="flex flex-column items-center mt0 relative w-100p w-auto-ns"> <button id="header-nav-sprout" class="button-reset fw-bold inline-flex items-center justify-between mr400-l pa400 px200-l relative w-100p w-auto-l wsnw" title="Open Sprout menu" aria-controls="header-nav-sprout-id" aria-expanded="false" aria-label="Open Sprout menu" > <span class="f300 f400-m f400-xm f300-l ">Sprout</span> <span class="rotate-caret ml300" > <svg class="h400 h350-l" height="10" role="img" viewBox="0 0 320 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M31.3 192h257.3c17.8 0 26.7 21.5 14.1 34.1L174.1 354.8c-7.8 7.8-20.5 7.8-28.3 0L17.2 226.1C4.6 213.5 13.5 192 31.3 192z"></path> </svg> </span> </button> <div aria-labelledby="header-nav-sprout" class="dn" id="header-nav-sprout-id" role="region" > <div class="pointer-events-none absolute-l left0 overflow-hidden pa400-l pt0-l ml-400-l mr-400-l top-100p w450-l z8"> <div class="pointer-events-all b--neutral-200-l br--bottom br600 bt-l bg--blue-1100 bg--neutral-0-l c--text-inverse f300 flex flex-column pb450 pl600 pl0-l py350-l shadow200-l tl"> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/using-sprout/" > <span class="wsnw">Sprout in Action</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/product-updates/" > <span class="wsnw">Updates & Enhancements</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/team-sprout/" > <span class="wsnw">Team Sprout</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/sprout-engineering/" > <span class="wsnw">Sprout Engineering</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="https://learning.sproutsocial.com/" > <span class="wsnw">Learning Portal</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/press/" > <span class="wsnw">Press</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-semibold c--text-inverse c--link-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/sprout/" > <span class="wsnw">All Sprout Social</span> </a> </div> </div> </div> </li> <li class="flex flex-column items-center mt0 relative w-100p w-auto-ns"> <button id="header-nav-resources" class="button-reset fw-bold inline-flex items-center justify-between mr400-l pa400 px200-l relative w-100p w-auto-l wsnw" title="Open Resources menu" aria-controls="header-nav-resources-id" aria-expanded="false" aria-label="Open Resources menu" > <span class="f300 f400-m f400-xm f300-l ">Resources</span> <span class="rotate-caret ml300" > <svg class="h400 h350-l" height="10" role="img" viewBox="0 0 320 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M31.3 192h257.3c17.8 0 26.7 21.5 14.1 34.1L174.1 354.8c-7.8 7.8-20.5 7.8-28.3 0L17.2 226.1C4.6 213.5 13.5 192 31.3 192z"></path> </svg> </span> </button> <div aria-labelledby="header-nav-resources" class="dn" id="header-nav-resources-id" role="region" > <div class="pointer-events-none absolute-l left0 overflow-hidden pa400-l pt0-l ml-400-l mr-400-l top-100p w450-l z8"> <div class="pointer-events-all b--neutral-200-l br--bottom br600 bt-l bg--blue-1100 bg--neutral-0-l c--text-inverse f300 flex flex-column pb450 pl600 pl0-l py350-l shadow200-l tl"> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/resources/" > <span class="wsnw">Resource Center</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/case-studies/" > <span class="wsnw">Case Studies</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/guides/" > <span class="wsnw">Guides</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/webinars/" > <span class="wsnw">Webinars</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/data/" > <span class="wsnw">Data Reports</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/templates/" > <span class="wsnw">Templates</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/interactive/" > <span class="wsnw">Interactive</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/events/" > <span class="wsnw">Events</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="/insights/podcasts/" > <span class="wsnw">Podcasts</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="https://community.sproutsocial.com/" > <span class="wsnw">Community</span> </a> <a class="db hover-no-underline-l fw-normal py300-l mt450 mt0-l fw-normal c--text-inverse c--text-dark-l hover-bg--neutral-100-l px450 f300 f400-m f400-xm f300-l " href="https://sproutsocial.com/free-tools/" > <span class="wsnw">Free Social Media Tools</span> </a> </div> </div> </div> </li> <li class="mt0 w-100p w-auto-ns"> <a class="c--text-inverse c--text-l db fw-bold mr400-l pa400 wsnw" href="/insights/all-topics/"> <span class="f300 f400-m f400-xm f300-l ">All Topics</span> </a> </li> </ul> <div class="dn db-l mt0"> <button class="button-reset flex items-center pa0 ma0 py300" aria-controls="header-nav-search" aria-label="Open simple search form" > <svg class="mr200" height="16" role="img" viewBox="0 0 512 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M505 442.7L405.3 343c-4.5-4.5-10.6-7-17-7H372c27.6-35.3 44-79.7 44-128C416 93.1 322.9 0 208 0S0 93.1 0 208s93.1 208 208 208c48.3 0 92.7-16.4 128-44v16.3c0 6.4 2.5 12.5 7 17l99.7 99.7c9.4 9.4 24.6 9.4 33.9 0l28.3-28.3c9.4-9.4 9.4-24.6.1-34zM208 336c-70.7 0-128-57.2-128-128 0-70.7 57.2-128 128-128 70.7 0 128 57.2 128 128 0 70.7-57.2 128-128 128z"></path> </svg> Search </button> <div id="header-nav-search" aria-labelledby="header-nav-search-label" class="dn" role="region" > <div class="pointer-events-none absolute-l b--neutral-200-l bt-l c--text-dark left0 pb400-l overflow-hidden-l top-100p w-100p z8"> <div class="bg--neutral-0 shadow200-l"> <div class="pointer-events-all mw900 mx-auto py650-l relative"> <button class="button-reset absolute mt300 right0 top0 js-sprout-nav-close" aria-label="Close simple search form" > <svg class="c--text-dark" height="18" role="img" viewBox="0 0 320 512" width="18" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M207.6 256l107.72-107.72c6.23-6.23 6.23-16.34 0-22.58l-25.03-25.03c-6.23-6.23-16.34-6.23-22.58 0L160 208.4 52.28 100.68c-6.23-6.23-16.34-6.23-22.58 0L4.68 125.7c-6.23 6.23-6.23 16.34 0 22.58L112.4 256 4.68 363.72c-6.23 6.23-6.23 16.34 0 22.58l25.03 25.03c6.23 6.23 16.34 6.23 22.58 0L160 303.6l107.72 107.72c6.23 6.23 16.34 6.23 22.58 0l25.03-25.03c6.23-6.23 6.23-16.34 0-22.58L207.6 256z"></path> </svg> </button> <div class="c--text-inverse c--text-l f300 mw700 mx-auto"> <p id="header-nav-search-label" class="fw-extrabold f600 mb300">Search the Blog</p> <div class="mt0 relative"> <form id="header-nav-search-form-desktop" action="https://sproutsocial.com/insights" novalidate="novalidate" class="flex"> <input name="s" type="text" class="pl500 js-search-field" placeholder="What are you searching for?" /> <button class="button-reset br500 bg--primary hover-bg--primary-hover interaction--hover c--neutral-0 db fw-bold ml400 mx350 px600 py300 tc"> Search </button> </form> <div class="pointer-events-none absolute flex h-100p items-center left0 px350 top0"> <svg class="c--text-dark" height="16" role="img" viewBox="0 0 512 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M505 442.7L405.3 343c-4.5-4.5-10.6-7-17-7H372c27.6-35.3 44-79.7 44-128C416 93.1 322.9 0 208 0S0 93.1 0 208s93.1 208 208 208c48.3 0 92.7-16.4 128-44v16.3c0 6.4 2.5 12.5 7 17l99.7 99.7c9.4 9.4 24.6 9.4 33.9 0l28.3-28.3c9.4-9.4 9.4-24.6.1-34zM208 336c-70.7 0-128-57.2-128-128 0-70.7 57.2-128 128-128 70.7 0 128 57.2 128 128 0 70.7-57.2 128-128 128z"></path> </svg> </div> </div> </div> </div> </div> </div> </div> </div> <div class="relative-l my-auto w-100p w-auto-l dn-l "> <button id="header-nav-login-mobile" class="button-reset c--text-inverse c--text-l fw-bold inline-flex items-center justify-between mr400-l pa400 pa0-l w-100p w-auto-l" title="Open Login Menu" aria-controls="header-nav-login-mobile-modal" aria-expanded="false" aria-label="Open Login Menu" > <span class="f300 f400-m f400-xm f300-l ">Login</span> <span aria-hidden="true" class="rotate-caret ml300" > <svg class="h400 h350-l" height="14" role="img" viewBox="0 0 448 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M441.9 167.3l-19.8-19.8c-4.7-4.7-12.3-4.7-17 0L224 328.2 42.9 147.5c-4.7-4.7-12.3-4.7-17 0L6.1 167.3c-4.7 4.7-4.7 12.3 0 17l209.4 209.4c4.7 4.7 12.3 4.7 17 0l209.4-209.4c4.7-4.7 4.7-12.3 0-17z"></path> </svg> </span> </button> <div id="header-nav-login-mobile-modal" class="dn" > <div class="login-modal pointer-events-all absolute-l bg--neutral-0-l mt400-l pl600 pl0-l pb450 pb0-l right0-l w-100p w425-l"> <a aria-label="Sprout Social Login" class="c--text-inverse c--text-l flex fw-bold-l hover-bg--neutral-200-l hover-no-underline items-center justify-between py350 pa400-l w-100p" href="https://app.sproutsocial.com/dashboard/" rel="noopener noreferrer" target="_blank" title="Sprout Social Login" > <div class="flex items-center"> <svg xmlns="http://www.w3.org/2000/svg" width="16" height="18" viewBox="0 0 16 18" fill="none"> <path fill-rule="evenodd" clip-rule="evenodd" d="M9.5 14.5H5L1.70711 17.7929C1.5745 17.9255 1.39464 18 1.20711 18C0.816583 18 0.5 17.6834 0.5 17.2929V6C0.5 2.68629 3.18629 0 6.5 0H15.5V8.5C15.5 11.8137 12.8137 14.5 9.5 14.5ZM12.9393 1.5H7.75V6.68934L12.9393 1.5ZM14 2.56065L8.81066 7.75H14V2.56065ZM13.9378 9.25C13.5807 11.3783 11.7297 13 9.5 13H4.37868L2 15.3787V14.5607L7.31066 9.25H13.9378ZM2 12.4393L6.25 8.18933V1.50683C3.881 1.63655 2 3.59861 2 6V12.4393Z" fill="#364141"/> </svg> <span class="f300 f400-m f400-xm f300-l ml300">Sprout Social<span class="screenreader"> Login</span></span> </div> <svg class="dn dib-l" height="16" role="img" viewBox="0 0 256 512" width="16" xmlns="http://www.w3.org/2000/svg" title="Sprout Social Login" aria-labelledby="fa_angle_right_779600353" > <title id="fa_angle_right_779600353">Sprout Social Login</title> <path fill="currentColor" d="M224.3 273l-136 136c-9.4 9.4-24.6 9.4-33.9 0l-22.6-22.6c-9.4-9.4-9.4-24.6 0-33.9l96.4-96.4-96.4-96.4c-9.4-9.4-9.4-24.6 0-33.9L54.3 103c9.4-9.4 24.6-9.4 33.9 0l136 136c9.5 9.4 9.5 24.6.1 34z"></path> </svg> </a> <a aria-label="Employee Advocacy Login" class="c--text-inverse c--text-l flex fw-bold-l hover-bg--neutral-200-l hover-no-underline items-center justify-between py350 pa400-l w-100p" href="https://advocacy.sproutsocial.com/login" rel="noopener noreferrer" target="_blank" title="Employee Advocacy Login" > <div class="flex items-center"> <svg xmlns="http://www.w3.org/2000/svg" width="15" height="18" viewBox="0 0 15 18" fill="none"> <path fill-rule="evenodd" clip-rule="evenodd" d="M15 2.625C15 4.07475 13.8247 5.25 12.375 5.25C10.9253 5.25 9.75 4.07475 9.75 2.625C9.75 1.17525 10.9253 0 12.375 0C13.8247 0 15 1.17525 15 2.625ZM13.5 2.625C13.5 3.24632 12.9963 3.75 12.375 3.75C11.7537 3.75 11.25 3.24632 11.25 2.625C11.25 2.00368 11.7537 1.5 12.375 1.5C12.9963 1.5 13.5 2.00368 13.5 2.625Z" fill="#364141"/> <path fill-rule="evenodd" clip-rule="evenodd" d="M8.5 5.7998C8.5 7.04245 7.49264 8.0498 6.25 8.0498C5.00736 8.0498 4 7.04245 4 5.7998C4 4.55716 5.00736 3.5498 6.25 3.5498C7.49264 3.5498 8.5 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12.9963 7.87988 12.375 7.87988C11.7537 7.87988 11.25 8.38356 11.25 9.00488C11.25 9.6262 11.7537 10.1299 12.375 10.1299Z" fill="#364141"/> <path fill-rule="evenodd" clip-rule="evenodd" d="M15 15.375C15 16.8247 13.8247 18 12.375 18C10.9253 18 9.75 16.8247 9.75 15.375C9.75 13.9253 10.9253 12.75 12.375 12.75C13.8247 12.75 15 13.9253 15 15.375ZM13.5 15.375C13.5 15.9963 12.9963 16.5 12.375 16.5C11.7537 16.5 11.25 15.9963 11.25 15.375C11.25 14.7537 11.7537 14.25 12.375 14.25C12.9963 14.25 13.5 14.7537 13.5 15.375Z" fill="#364141"/> </svg> <span class="f300 f400-m f400-xm f300-l ml300">Employee Advocacy<span class="screenreader"> Login</span></span> </div> <svg class="dn dib-l" height="16" role="img" viewBox="0 0 256 512" width="16" xmlns="http://www.w3.org/2000/svg" title="Employee Advocacy Login" aria-labelledby="fa_angle_right_799952450" > <title id="fa_angle_right_799952450">Employee Advocacy Login</title> <path fill="currentColor" d="M224.3 273l-136 136c-9.4 9.4-24.6 9.4-33.9 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src="https://media.sproutsocial.com/uploads/2024/04/Everything_you_need_to_know_to_conduct_a_competitive_analysis_hub_Final.svg" width="" height="" loading="eager" /></div></div><div class="mw-41p-l mw-75p-m mw-75p-xm mx-auto-m mx-auto-xm w-100p px350-l px450 px0-m px0-xm"><p class="f200 fw-bold pb400">Competitive Analysis</p><h1 class="fw-extrabold f700 f800-l " class="fw-extrabold f700 f800-l " style="" > Everything you need to know to conduct a competitive analysis (plus template) </h1><div><p class="mx0"><p data-pm-slice="1 1 []">Discover how to conduct a competitive analysis or optimize your analytics to improve your brand. Uncover how to analyze your contenders to draw insights to unlock new opportunities and get ahead of the competition.</p></p></div><div class="flex items-center"><svg class=" db-ns ml300 mr300 mt0" height="16" role="img" viewBox="0 0 512 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" ><path fill="currentColor" d="M256,8C119,8,8,119,8,256S119,504,256,504,504,393,504,256,393,8,256,8Zm92.49,313h0l-20,25a16,16,0,0,1-22.49,2.5h0l-67-49.72a40,40,0,0,1-15-31.23V112a16,16,0,0,1,16-16h32a16,16,0,0,1,16,16V256l58,42.5A16,16,0,0,1,348.49,321Z"></path></svg><p class="fw-bold f200"><span class="screenreader">Reading time </span>10 minutes </p><svg class="db-ns ml500 mr300 mt0" height="14" role="img" viewBox="0 0 448 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" ><path fill="currentColor" d="M0 464c0 26.5 21.5 48 48 48h352c26.5 0 48-21.5 48-48V192H0v272zm320-196c0-6.6 5.4-12 12-12h40c6.6 0 12 5.4 12 12v40c0 6.6-5.4 12-12 12h-40c-6.6 0-12-5.4-12-12v-40zm0 128c0-6.6 5.4-12 12-12h40c6.6 0 12 5.4 12 12v40c0 6.6-5.4 12-12 12h-40c-6.6 0-12-5.4-12-12v-40zM192 268c0-6.6 5.4-12 12-12h40c6.6 0 12 5.4 12 12v40c0 6.6-5.4 12-12 12h-40c-6.6 0-12-5.4-12-12v-40zm0 128c0-6.6 5.4-12 12-12h40c6.6 0 12 5.4 12 12v40c0 6.6-5.4 12-12 12h-40c-6.6 0-12-5.4-12-12v-40zM64 268c0-6.6 5.4-12 12-12h40c6.6 0 12 5.4 12 12v40c0 6.6-5.4 12-12 12H76c-6.6 0-12-5.4-12-12v-40zm0 128c0-6.6 5.4-12 12-12h40c6.6 0 12 5.4 12 12v40c0 6.6-5.4 12-12 12H76c-6.6 0-12-5.4-12-12v-40zM400 64h-48V16c0-8.8-7.2-16-16-16h-32c-8.8 0-16 7.2-16 16v48H160V16c0-8.8-7.2-16-16-16h-32c-8.8 0-16 7.2-16 16v48H48C21.5 64 0 85.5 0 112v48h448v-48c0-26.5-21.5-48-48-48z"></path></svg><p class="fw-bold f200"><span class="screenreader">Published on </span>September 16, 2024 </p></div></div><div class="mw-50p-l mw-66p-m mw-66p-xm mx-auto-m mx-auto-xm pt0-l pt650 w-100p db-l dn"><div class=" px350-l px450"><img alt="" class="w-100p" src="https://media.sproutsocial.com/uploads/2024/04/Everything_you_need_to_know_to_conduct_a_competitive_analysis_hub_Final.svg" width="" height="" loading="eager" /></div></div></div></div></div></header> <div class="dn-l mb450 sticky-ns left0-ns right0-ns bw600 z4 bg--background bb bt bt-m bt-xm b--neutral-200 w-100p mt0-m mt0-xm js-sticky-nav"> <nav class="mw900 mx-auto py400 overflow-auto"> <ul class="flex justify-start-m justify-start-xm list pl500"> <li class="mt0"> <a href="#what-is-competitive-analysis" class="wsnw pr500 f400 c--blue-1000 underline"> What is a competitive analysis? </a> </li> <li class="mt0"> <a href="#competitive-analysis-business-critical" class="wsnw pr500 f400 c--blue-1000 underline"> Why is competitive analysis critical for business? </a> </li> <li class="mt0"> <a href="#how-to-do-competitive-analysis" class="wsnw pr500 f400 c--blue-1000 underline"> How to conduct a competitive analysis in 6 steps </a> </li> <li class="mt0"> <a href="#competitive-analysis-template" class="wsnw pr500 f400 c--blue-1000 underline"> Competitive analysis template </a> </li> <li class="mt0"> <a href="#competitive-analysis-example" class="wsnw pr500 f400 c--blue-1000 underline"> Competitive analysis examples </a> </li> <li class="mt0"> <a href="#top-analysis-tools" class="wsnw pr500 f400 c--blue-1000 underline"> Top competitor analysis tools </a> </li> <li class="mt0"> <a href="#competition-closer" class="wsnw pr500 f400 c--blue-1000 underline"> Keep your friends close and your competition closer </a> </li> <li class="mt0"> <a href="#post-recommended-posts-afterpost" class="wsnw pr500 f400 c--blue-1000 underline"> Recommended additional resources </a> </li> </ul> </nav> </div> <div class="flex-l mw900 mx-auto w-100p"> <div class="mw-75p-l px450 px350-l w-100p"> <div class="flex-l "> <div class="dn db-l dn-p mw400 px350 relative w-100p"> <div class="mt0-l my500 sticky-l top840-l"> <p class="f400 mb350 fw-bold">Table of Contents</p> <div class="Post-navigation"> <nav class="overflow-auto"> <ul class="list pa0 mt0"> <li class="db"> <a href="#what-is-competitive-analysis" class="db f200 is-active"> What is a competitive analysis? </a> </li> <li class="db"> <a href="#competitive-analysis-business-critical" class="db f200 "> Why is competitive analysis critical for business? </a> </li> <li class="db"> <a href="#how-to-do-competitive-analysis" class="db f200 "> How to conduct a competitive analysis in 6 steps </a> </li> <li class="db"> <a href="#competitive-analysis-template" class="db f200 "> Competitive analysis template </a> </li> <li class="db"> <a href="#competitive-analysis-example" class="db f200 "> Competitive analysis examples </a> </li> <li class="db"> <a href="#top-analysis-tools" class="db f200 "> Top competitor analysis tools </a> </li> <li class="db"> <a href="#competition-closer" class="db f200 "> Keep your friends close and your competition closer </a> </li> </ul> </nav> </div> </div> </div> <div class="mw-83p-m mw-83p-xm mx-auto-m mx-auto-xm mw600-l w-100p"> <div class="Post-content"> <div class="br600 elevation300 ba b--neutral-0 mb500"> <div class="pa600-l pa450"> <p class="f300 fw-bold">Summary</p> <ul class="mt400"> <li class="f300 ">Regular competitive analysis empowers brand evolution. Competitive intelligence data enables businesses to understand industry trends and customer preferences.</li> <li class="f300 mt350">Conducting a competitive analysis helps businesses identify strengths, weaknesses and opportunities to develop a unique value proposition.</li> <li class="f300 mt350">Leveraging competitive analysis insights across the company enhances customer focus, informs product development, refines brand messaging, sets competitive benchmarks and facilitates market entry strategies.</li> </ul> </div> </div> <p>The adage “comparison is the thief of joy” doesn’t apply to brands. Regularly conducting a competitive analysis of your top competitors is an exciting opportunity to better understand your industry and customers. Gaining greater visibility into the competitive landscape empowers you to light the spark that ignites your brand’s evolution.</p> <p>If the thought of crafting a competitive analysis seems daunting, we have you covered. In this holistic guide, we’ll explore everything you need to know from why it matters for businesses to specific steps you can take to conduct a competitor analysis. And we share templates, tools and examples to help guide your analysis. Feel free to jump ahead to the sections most relevant to you.</p> <section id="what-is-competitive-analysis"> <h2>What is a competitive analysis?</h2> <p>A competitive analysis, also known as competitor analysis, is the process of conducting a detailed examination of business intelligence data from across your industry and comparing it to your brand’s performance benchmarks. Analyzing data from <a href="https://sproutsocial.com/insights/competitive-intelligence-tools/">competitive intelligence tools</a> helps you identify your strengths and weaknesses, stay on the pulse of market trends and carve out your unique value proposition.</p> <p><img class="db mx-auto alignnone" src="https://media.sproutsocial.com/uploads/2024/04/what_is_competitive_analysis_definitiongraphic.png" alt="A Sprout Social graphic answering the question, "What is competitive analysis?" The definition reads, "The process of conducting a detailed examination of business intelligence data from across your industry and comparing it to your brand’s performance benchmarks. It involves analyzing data from competitive intelligence tools to identify a brand’s strengths, weaknesses, opportunities and unique value proposition."" width="1080" height="1080" /></p> <p>Businesses can do competitive analysis at a high level, but you can also get more granular by focusing on a specific aspect(s). For example, a business might conduct a competitive analysis for another company’s products, sales and marketing. But a marketing-focused competitor analysis might incorporate data such as your adversaries’ website content, social media presence, brand positioning, pricing strategy and product tiers.</p> <p>A competitive analysis is essential for future-proofing your business. With the right intel, you can forecast where your industry and competitors are heading, leading your organization with a data-driven strategy and vision.</p> </section> <section id="what-is-competitive-analysis"> <section id="competitive-analysis-business-critical"> <h2>Why is competitive analysis critical for business?</h2> <p>Competitive analysis insights are critical resources for every member of your team. Here are five ways to leverage your analysis company-wide:</p> <p><img class="db mx-auto alignnone" src="https://media.sproutsocial.com/uploads/2024/04/competitive_analysis_across_org.png" alt="A Sprout Social infographic listing five ways to leverage competitive analysis across an organization. The list includes: Competitors analysis empowers marketing strategy, inform product roadmaps, enhance brand messaging, identify benchmarks and KPIs and prepare for new market entry/campaign launches. " width="1080" height="1080" /></p> <h3>1. Competitor analysis empowers marketing strategy</h3> <p>Use competitive analysis to better understand your customers and gain a new perspective. Analyze your competitors’ messages and product positioning to confirm the target audiences and pain points they focus on. Compare your findings with your own personas and foundational documents like message architecture or value statements to identify any weaknesses in your strategy.</p> <h3>2. Inform product roadmaps</h3> <p>Armed with a competitive analysis, product teams have the information they need to incorporate highly requested competitor features into their roadmap. Research and development teams can assess market opportunities, helping to fill white space in the industry and gain an edge over the competition.</p> <h3>3. Enhance brand messaging</h3> <p>Competitor analysis research benefits teams at every point in customer acquisition. Marketing teams can tailor top-of-funnel messages to edge out the competition while sales teams can create winning pitches based on competitor weaknesses. Sharing competitor intelligence across the organization empowers teams to build stronger content and close deals.</p> <h3>4. Identify competitive benchmarks and KPIs</h3> <p>Your competitors’ performance helps you understand how to measure your brand’s performance. For example, if a competitor exceeds <a href="https://sproutsocial.com/insights/social-media-benchmarks-by-industry/">social media benchmarks in your industry</a>, then you know your performance needs to improve to remain competitive. Use competitor data to craft your goals and targets.</p> <h3>5. Prepare for new market entry and campaign launches</h3> <p>Understanding the state of your industry is integral to entering a new market or even launching a new campaign. Having a clear picture of your competitors paves the way to outline your market differentiators and position your brand’s unique stake in the industry.</p> </section> <section id="how-to-do-competitive-analysis"> <h2 class="tc" style="text-align: left;">How to conduct a competitive analysis in 6 steps</h2> <p>An impactful competitive analysis breaks down complex data into digestible learnings and actionable takeaways. Rather than just comparing metrics, product offerings or campaign taglines, your analysis should provide a complete view of your competitive landscape, find the “why” behind your competitors’ performance and answer specific questions to help your business evolve.</p> <h3>Step 1. Choose your main focus and goals</h3> <p>Evaluate your industry from a bird’s-eye view. What are the major opportunities and challenges facing everyone in your industry? Who are the key players? What will the industry look like in five to 10 years?</p> <p>After you’ve grounded your analysis in the big picture, pick a few focal points to narrow your <a href="https://sproutsocial.com/insights/competitive-intelligence/">competitive intelligence</a>. Your competitive analysis can inform every aspect of your business, so it’s important to be specific about your goals.</p> <ul> <li>Do you want to launch new products or features?</li> <li>Are you trying to create stand-out marketing campaigns?</li> <li>Do you want to ensure your new rebrand will resonate with your audience?</li> <li>Are you refining your sales strategy to close more deals?</li> </ul> <p>Having concrete goals enables you to know where you need a deep dive and where it’s okay to stay surface level.</p> <h3>Step 2. Identify your key competitors</h3> <p>If you’re in a crowded industry, it might be tempting to track every competitor or only look into the largest companies. Your main competition might not be the largest business overall—it’s the largest threat to your market position.</p> <p>Pinpointing the top two to three true competitors will yield the best results for your research. Remember, your top competitors are the companies your ideal customer would select if they didn’t choose you. Those companies have similar value propositions, market share and comparable offerings.</p> <p>Use <a href="https://sproutsocial.com/insights/competitive-benchmark/">competitive benchmarking</a> to zoom in on specific details of the market landscape, gauge performance and identify the competitors who are in the lead in your main focus areas. Along with benchmarking, you can talk to your sales team and existing customers to determine what competitors they considered before choosing your company’s products or services.</p> <h3>Step 3. Compare your product offerings</h3> <p>Channel your inner private investigator and scour your competitors’ product offerings. As you begin <a href="https://sproutsocial.com/insights/competitive-product-analysis/">competitive product analysis</a>, consider how your offerings stack up to the competition. What are the unique advantages of your products? Where does your competition have the upper hand?</p> <p>If you need help answering these questions, consult feedback your customers have shared with your sales team or on <a href="https://sproutsocial.com/insights/online-review-management/">review sites online</a>.</p> <h3>Step 4. Conduct competitive market analysis</h3> <p>Assess your market and positioning by conducting a <a href="https://sproutsocial.com/insights/marketing-competitor-analysis/">marketing </a><a href="https://sproutsocial.com/insights/marketing-competitor-analysis/">competitor analysis</a> for your direct competitors—the process of researching and analyzing the marketing strategies and tactics of your industry contenders to pinpoint strengths and weaknesses.</p> <p>For this step, have your <a href="https://sproutsocial.com/insights/target-audience/">target audience</a>, personas and ideal customer profile resources on hand. Use them as a rubric to assess how well your competitor’s marketing addresses the audience’s needs and pain points.</p> <p>Consider the following questions:</p> <ul> <li>What content types do your competitors use?</li> <li>How much content have they developed in total?</li> <li>What is their publishing frequency?</li> <li>How many needs and pain points do your competitors claim to meet?</li> <li>What calls-to-action (CTAs) and unique selling propositions do they include in content?</li> <li>Is their content accurate, polished and well-researched?</li> <li>Do your competitors address the same needs as your brand?</li> <li>Are there still pain points left unanswered?</li> </ul> <p>These are just a few examples, but you can use these questions as a starting point to identify opportunities for promotion and find industry whitespace that your brand can fill in the future.</p> <h3>Step 5. Review distribution channels</h3> <p>Once you have a sense of your competitors’ overall target market and positioning, use <a href="https://sproutsocial.com/insights/competitive-monitoring/">competitive monitoring</a> to crawl their distribution channels, website and social media profiles.</p> <p>Note how they share and present their content, and how their social media strategy comes to life. Pay attention to the affiliations and events listed on their website. The competitive analysis template from the previous section will guide you.</p> <h3>Step 6. Reporting and response roadmap</h3> <p>Synthesize your findings in a <a href="https://sproutsocial.com/insights/competitive-analysis-report/">competitive analysis report</a> and present recommendations in a response roadmap or a <a href="https://sproutsocial.com/insights/competitor-mapping/">competitor map</a>, which contextualizes your research and provides conclusions for data-backed decision making. For example, a <a href="https://sproutsocial.com/insights/social-media-swot-analysis/">SWOT analysis</a> chart is a great example of a competitor map that can visually show your competitors’ strengths, weaknesses, opportunities and threats.</p> <p>However, if other <a href="https://sproutsocial.com/insights/marketing-strategy-frameworks/">strategy frameworks</a> better illustrate the findings of your research and analysis, skip the SWOT in favor of the best option for you. There are no firm rules about what competitive analysis data sharing must look like as long as it provides value to stakeholders.</p> <p>After you wrap up reporting, you’re not done with competitive research, synthesis and dissemination. Promote a <a href="https://sproutsocial.com/insights/culture-of-competitive-intelligence/">culture of competitive intelligence</a> across your organization that empowers the collecting and sharing of data and analysis on a regular basis.</p> </section> <section id="competitive-analysis-template"> <h2>Competitive analysis template</h2> <p>If you’re not sure how to get started, use a competitive analysis template for guidance. Our social media <a href="https://sproutsocial.com/insights/templates/market-research-worksheet/">market research worksheet</a> explores how you can use social insights to analyze your performance and compare it to your competitors. This template will help you:</p> <ul> <li>Benchmark your competitors so you understand what success means within your industry and among your shared audiences.</li> <li>Dig into the strategies of your highest-performing competitors, and brainstorm tactics to reach the same level of success while finding your niche.</li> <li>Share your findings with stakeholders to validate your approach and long-term vision.</li> </ul> <p><img class="db mx-auto" src="https://media.sproutsocial.com/uploads/2024/04/competitive-analysis-template-screenshot.png" alt="" width="756" height="912" /></p> <p>Keep reading for step-by-step instructions on conducting a competitive analysis in the next section.</p> <p class="tc"><a class="button" href="https://sproutsocial.com/insights/templates/market-research-worksheet/" target="_blank" rel="noopener noreferrer">Download the template</a></p> </section> <section id="competitive-analysis-example"> <h2>Competitive analysis examples</h2> <p>Using the steps above, let’s perform a mock competitive analysis using Sprout’s fictional coffee shop, Sprout Coffee. Even though this is a fictional business, you can mirror the process for selling software, services and other products.</p> <h3>Example 1. Setting analysis goals</h3> <p><strong>Situation analysis:</strong> In this scenario, Sprout Coffee is expanding their coffee chain to a new location and wants to find out how their brand will fare in this locale’s coffee scene. In the last five years, many other coffee shops opened in the same neighborhood, but the uptick in professionals who work remotely has driven demand for cafes sky-high—which makes this area prime for expansion.</p> <p><strong>Goal: </strong>Gather intel about competitors in the new neighborhood and surrounding areas to fuel a strong expansion plan. We will consider price, quality and variety of menu options.</p> <h3>Example 2. Identifying competitors</h3> <p>Using Sprout’s conversation overview dashboard, the coffee brand examines the top-performing keywords and hashtags associated with their business online, which is how they hone in on their two biggest competitors.</p> <ul> <li><strong>Competitor #1: </strong>CoffeeCabin</li> <li><strong>Competitor #2: </strong>JavaHut</li> </ul> <p><img class="db mx-auto" src="https://media.sproutsocial.com/uploads/2024/04/PI_Listening_Conversation_Overview-1.png" alt="A preview of Sprout's Listening Conversation Overview which demonstrates trending keywords and hashtags popular on social." width="2000" height="1218" /></p> <h3>Example 3. Comparing competitor product offerings</h3> <p>Now it’s time to evaluate competitor offerings for price, quality and variety, and compare them to Sprout Coffee.</p> <p><strong>CoffeeCabin:</strong></p> <ul> <li>Average drink cost: $4.50</li> <li>Certifications: Organic, Fair Trade</li> <li>Variety: 30 menu options, including coffee staples</li> </ul> <p><strong>JavaHut:</strong></p> <ul> <li>Average drink cost: $2.00</li> <li>Certifications: N/A</li> <li>Variety: 15 menu options with mostly classic flavors</li> </ul> <p><strong>Sprout Coffee:</strong></p> <ul> <li>Average drink cost: $3.25</li> <li>Certifications: Fair Trade</li> <li>Variety: 20 menu options, including brand-specific drinks</li> </ul> <h3>Example 4. Completing competitive market analysis</h3> <p>Using our brand’s existing target audience research and reviewing competitor websites and social media pages, we will evaluate our competitors’ positioning and how well it resonates with our shared audience.</p> <p><strong>Audience needs and pain points:</strong></p> <ul> <li>Affordable, high-quality coffee</li> <li>Seasonal flavor variety</li> <li>Peaceful and aesthetic atmosphere for remote work</li> </ul> <p><strong>CoffeeCabin:</strong></p> <ul> <li>Exceeds industry quality standards and ethical guidelines</li> <li>Offers a variety of classic choices, but no specialty drink promotions</li> <li>Is the most expensive option</li> <li>Refined cafe atmosphere shines through in marketing collateral</li> </ul> <p><strong>JavaHut:</strong></p> <ul> <li>Meets pricing requirements</li> <li>Limited variety can leave audience underwhelmed</li> <li>Does not meet quality standards</li> <li>Only a pick-up window and outdoor seating available</li> </ul> <p><strong>Sprout Coffee:</strong></p> <ul> <li>Reasonably priced, but not the most affordable option</li> <li>Exceeds ethical guidelines, but does not meet quality standards</li> <li>Delivers an exciting rotation of seasonal, holiday and speciality offerings</li> <li>Cozy cafe and community events encourage remote workers to feel welcome</li> </ul> <h3>Example 5. Reviewing digital distribution channels</h3> <p>For Sprout Coffee and our pseudo competitors, Instagram is the most prominent distribution channel. To dig into Instagram performance data, we reference Sprout Social’s Instagram competitor dashboard which reveals JavaHut’s handle @JavaHouse is the leading competitor in terms of follower size.</p> <p><strong>JavaHut:</strong></p> <ul> <li>Followers: 17 million</li> <li>Upward audience growth</li> </ul> <p><strong>Sprout Coffee:</strong></p> <ul> <li>Followers: 3,680</li> <li>Some periods of impressive audience growth in the past month</li> </ul> <p><img class="db mx-auto" src="https://media.sproutsocial.com/uploads/2024/04/PI_Analytics_Instagram_Competitors_Report.png" alt="A preview of Sprout Social's Instagram Competitor Report that demonstrates competitors' followers and audience growth." width="2000" height="1218" /></p> <h3>Example 6. Reporting and next steps</h3> <p>To package their competitive analysis and reporting, Sprout Coffee decided to compile a SWOT analysis for their new location using the data collected in steps 1-5.</p> <p><strong>Strengths:</strong></p> <ul> <li>Affordable, mid-market cost</li> <li>Wide variety of drink options</li> <li>Inviting, community-oriented space</li> </ul> <p><strong>Weaknesses:</strong></p> <ul> <li>Significantly smaller Instagram following than CoffeeCabin or JavaHut</li> <li>No organic certifications</li> </ul> <p><strong>Opportunities: </strong></p> <ul> <li>Expand Instagram presence using user-generated content from community events</li> <li>Explore seasonal promotions and discounts to compete with lower-cost options</li> </ul> <p><strong>Threats:</strong></p> <ul> <li>Crowded market, with new competitors continuing to move into space</li> </ul> <p>Now it’s time for Sprout Coffee to take all this information and present it to stakeholders and other teammates, and use it to formulate specific strategies.</p> </section> <section id="top-analysis-tools"> <h2>Top competitor analysis tools</h2> <p>Some aspects of your research will be manual, but others are better off handled by artificial intelligence (AI) and automation. The right competitive analysis tools will optimize your data collection, giving you more time to focus on your strategy.</p> <p>To analyze millions of social media posts, see how you rank in search engines and view historic insights in real time, check out these competitor analysis tools:</p> <h3><strong>Sprout Social</strong></h3> <p>Sprout Social’s suite of competitor reports and listening tools gives you deep insight into what works for your industry, what resonates with your audience and where you need to adjust your strategy to stand out from the competition. Whether you’re looking for post volume, type and frequency, hashtag usage or audience growth, Sprout will aggregate information into an actionable competitive analysis dashboard.</p> <p><img class="db mx-auto alignnone" src="https://media.sproutsocial.com/uploads/2024/04/pi_listening_competitive_analysis_performance_hfidelity.png" alt="A preview of Sprout Social's Competitive Analysis dashboard that demonstrates how three competitors compare in share of voice, impressions, engagements and sentiment." width="2500" height="1523" /></p> <p>Go even deeper with network-specific performance reports and in-depth engagement data that shed light on how different types of content resonate with audiences across each major network, including <a href="https://sproutsocial.com/insights/facebook-competitor-analysis-report/">Facebook</a>, <a href="https://sproutsocial.com/insights/instagram-competitors-report/">Instagram</a> and X, formerly known as Twitter.</p> <p><img class="db mx-auto alignnone" src="https://media.sproutsocial.com/uploads/2024/04/pi_analytics_instagram_competitors_report_hfidelity.png" alt="A preview of Sprout Social Instagram Competitor Report that demonstrates competitors' followers and audience growth." width="2500" height="1523" /></p> <p>Being able to swiftly gather these essential competitive insights will give you an advantage when making adjustments to your strategy and sharing your analysis with stakeholders.</p> <h3>Semrush</h3> <p>Semrush is a widely used <a href="https://sproutsocial.com/insights/seo-and-social-media/">search engine optimization (SEO)</a> tool with industry-leading competitor analysis features. Use Semrush to pull your competitor’s backlinks and monitor changes in their traffic and ranking, like this sample dashboard demonstrates.</p> <p>Semrush is a valuable tool for understanding who your competition is from an SEO perspective. Highlighting what keywords are targeted by competitors might directly influence your content strategy.</p> <p><img class="db mx-auto alignnone" src="https://media.sproutsocial.com/uploads/2024/04/SEMRush_screenshot-1.png" alt="Semrush overview that compares your competitors' backlink profile and traffic sources. " width="1554" height="587" /></p> <h3>BuzzSumo</h3> <p>BuzzSumo allows you to look at the top-performing content for relevant topics for your brand and specific competitors. The content marketing tool looks at engagement and total reach on social sites. This helps identify who is leading the pack in share of voice and industry thought leadership. It can also help you brainstorm new ideas for your content calendar.</p> <p><img class="db mx-auto alignnone" src="https://media.sproutsocial.com/uploads/2024/04/buzzsumo-search.png" alt="A search in BuzzSumo that demonstrates the most shared articles, engagements and shares across social media platforms. " width="964" height="611" /></p> <p>Want to learn more? Read our comprehensive list of social media, SEO, content, email and advertising <a href="https://sproutsocial.com/insights/competitor-analysis-tools/">competitor analysis </a><a href="https://sproutsocial.com/insights/competitor-analysis-tools/">tools</a>.</p> </section> <section id="top-analysis-tools"> <section id="competition-closer"> <h2>Keep your friends close and your competition closer</h2> <p>Conducting a regular competitive analysis helps ensure the long-term health of your business. By sharing competitor analysis insights with your entire organization, you give everyone on your team the resources they need to make informed decisions, critical product optimizations and messaging refinements.</p> <p>To learn more about how you can strengthen your competitive strategy within Sprout, sign up for a <a href="https://sproutsocial.com/trial/">free 30-day trial</a>.</p> </section> <section id="competition-closer"></section> </section> </section> </section> </section> </section> </section> </section> <h2 class="mt400 mb400">FAQ</h2> <details class="Details ba bw500 br500 b--neutral-200 pa450 mb400 w-100p"> <summary class="Summary button-reset pa0 w-100p tl"> <div class="flex"> <span class="fw-bold f500 w-90p c--neutral-1000 no-underline"> Is SWOT a competitive analysis? </span> <svg class="self-center c--neutral-1000 dib v-mid ml500" height="20px" role="img" viewBox="0 0 448 512" width="26px" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M441.9 167.3l-19.8-19.8c-4.7-4.7-12.3-4.7-17 0L224 328.2 42.9 147.5c-4.7-4.7-12.3-4.7-17 0L6.1 167.3c-4.7 4.7-4.7 12.3 0 17l209.4 209.4c4.7 4.7 12.3 4.7 17 0l209.4-209.4c4.7-4.7 4.7-12.3 0-17z"></path> </svg> </div> </summary> <div class="mt450 f400 w-91p"> <p>A SWOT analysis is a framework that visualizes strengths, weaknesses, opportunities and threats, and it’s an important step in creating a competitive analysis. But a complete analysis requires competitive intelligence research before building a SWOT matrix, and might include other frameworks, too.</p> </div> </details> <details class="Details ba bw500 br500 b--neutral-200 pa450 mb400 w-100p"> <summary class="Summary button-reset pa0 w-100p tl"> <div class="flex"> <span class="fw-bold f500 w-90p c--neutral-1000 no-underline"> What is the difference between competitive intelligence and competitive analysis? </span> <svg class="self-center c--neutral-1000 dib v-mid ml500" height="20px" role="img" viewBox="0 0 448 512" width="26px" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M441.9 167.3l-19.8-19.8c-4.7-4.7-12.3-4.7-17 0L224 328.2 42.9 147.5c-4.7-4.7-12.3-4.7-17 0L6.1 167.3c-4.7 4.7-4.7 12.3 0 17l209.4 209.4c4.7 4.7 12.3 4.7 17 0l209.4-209.4c4.7-4.7 4.7-12.3 0-17z"></path> </svg> </div> </summary> <div class="mt450 f400 w-91p"> <p>Competitive intelligence is the data that fuels a competitive analysis. Competitive intelligence can come from key sources such as your competitors’ website, social media presence, brand positioning, pricing strategy, product tiers and even recent job postings. Competitive analysis describes the critical thinking required to turn intelligence data into meaningful, actionable insights.</p> </div> </details> <details class="Details ba bw500 br500 b--neutral-200 pa450 mb400 w-100p"> <summary class="Summary button-reset pa0 w-100p tl"> <div class="flex"> <span class="fw-bold f500 w-90p c--neutral-1000 no-underline"> How often should you perform a competitive analysis? </span> <svg class="self-center c--neutral-1000 dib v-mid ml500" height="20px" role="img" viewBox="0 0 448 512" width="26px" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M441.9 167.3l-19.8-19.8c-4.7-4.7-12.3-4.7-17 0L224 328.2 42.9 147.5c-4.7-4.7-12.3-4.7-17 0L6.1 167.3c-4.7 4.7-4.7 12.3 0 17l209.4 209.4c4.7 4.7 12.3 4.7 17 0l209.4-209.4c4.7-4.7 4.7-12.3 0-17z"></path> </svg> </div> </summary> <div class="mt450 f400 w-91p"> <p>A competitive analysis should be performed on a regular basis, but the exact cadence should be determined by the needs of your organization. For example, you could conduct your analysis on a weekly, monthly or quarterly basis.</p> </div> </details> <details class="Details ba bw500 br500 b--neutral-200 pa450 mb400 w-100p"> <summary class="Summary button-reset pa0 w-100p tl"> <div class="flex"> <span class="fw-bold f500 w-90p c--neutral-1000 no-underline"> What are types of competitor analysis? </span> <svg class="self-center c--neutral-1000 dib v-mid ml500" height="20px" role="img" viewBox="0 0 448 512" width="26px" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M441.9 167.3l-19.8-19.8c-4.7-4.7-12.3-4.7-17 0L224 328.2 42.9 147.5c-4.7-4.7-12.3-4.7-17 0L6.1 167.3c-4.7 4.7-4.7 12.3 0 17l209.4 209.4c4.7 4.7 12.3 4.7 17 0l209.4-209.4c4.7-4.7 4.7-12.3 0-17z"></path> </svg> </div> </summary> <div class="mt450 f400 w-91p"> <p>Depending on the goals of your competitive analysis, you can address a wide variety of business needs. While there are multiple frameworks like SWOT (Strengths, Weaknesses, Opportunities, and Threats), customer journey mapping and growth-share matrixes that can be included in your competitor analysis, a competitor analysis is not strictly defined by a type. Approach your analysis with your goals and competitors in mind.</p> </div> </details> <details class="Details ba bw500 br500 b--neutral-200 pa450 mb400 w-100p"> <summary class="Summary button-reset pa0 w-100p tl"> <div class="flex"> <span class="fw-bold f500 w-90p c--neutral-1000 no-underline"> What are the main drawbacks of competitive analysis? </span> <svg class="self-center c--neutral-1000 dib v-mid ml500" height="20px" role="img" viewBox="0 0 448 512" width="26px" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" > <path fill="currentColor" d="M441.9 167.3l-19.8-19.8c-4.7-4.7-12.3-4.7-17 0L224 328.2 42.9 147.5c-4.7-4.7-12.3-4.7-17 0L6.1 167.3c-4.7 4.7-4.7 12.3 0 17l209.4 209.4c4.7 4.7 12.3 4.7 17 0l209.4-209.4c4.7-4.7 4.7-12.3 0-17z"></path> </svg> </div> </summary> <div class="mt450 f400 w-91p"> <p>Manual data collection can drain your team’s time and only deliver partial data. 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list pl0 pt400"><li class="mt0 pb200 pr200"><a href="https://sproutsocial.com/insights/competitive-value/" class="br--x dib f100 f200-nm fw-bold px300 wsnw bg--aqua-200 c--text" rel="nofollow"> Competitive Strategies </a></li><li class="mt0 pb200 pr200"><a href="https://sproutsocial.com/insights/analytics/" class="br--x dib f100 f200-nm fw-bold px300 wsnw bg--aqua-200 c--text" rel="nofollow"> Social Media Analytics </a></li></ul><a href="https://sproutsocial.com/insights/social-media-competitive-analysis/" class="c--text-dark db fw-bold mt0 w-100p mt400 " ><p id="title-87461-43791203" class="f400 f500-ns f400-l fw-extrabold " > How to perform a social media competitive analysis (+ free template) </p></a><div class="f100 f200-l pt400"><span><span class="screenreader">Published on </span>September 30, 2024 </span><span class="c--neutral-400 dib mx200 mt0" aria-hidden="true"> • </span><span><span class="screenreader">Reading time </span>15 minutes </span></div></div></div></article> 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layout="responsive" loading="eager" /></a></div><div class="w-100p "><span class="screenreader">Categories</span><ul class="flex flex-wrap items-center list pl0 pt400"><li class="mt0 pb200 pr200"><a href="https://sproutsocial.com/insights/competitive-value/" class="br--x dib f100 f200-nm fw-bold px300 wsnw bg--aqua-200 c--text" rel="nofollow"> Competitive Strategies </a></li><li class="mt0 pb200 pr200"><a href="https://sproutsocial.com/insights/analytics/" class="br--x dib f100 f200-nm fw-bold px300 wsnw bg--aqua-200 c--text" rel="nofollow"> Social Media Analytics </a></li></ul><a href="https://sproutsocial.com/insights/competitive-benchmark/" class="c--text-dark db fw-bold mt0 w-100p mt400 " ><p id="title-117771-934254202" class="f400 f500-ns f400-l fw-extrabold " > Competitive benchmarking to boost social media growth </p></a><div class="f100 f200-l pt400"><span><span class="screenreader">Published on </span>March 26, 2024 </span><span class="c--neutral-400 dib mx200 mt0" 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f100 f200-nm fw-bold px300 wsnw bg--aqua-200 c--text" rel="nofollow"> Competitive Strategies </a></li><li class="mt0 pb200 pr200"><a href="https://sproutsocial.com/insights/leveling-up/" class="br--x dib f100 f200-nm fw-bold px300 wsnw bg--aqua-200 c--text" rel="nofollow"> Leveling Up </a></li></ul><a href="https://sproutsocial.com/insights/competitive-analysis-report/" class="c--text-dark db fw-bold mt0 w-100p mt400 " ><p id="title-183401-39508374" class="f400 f500-ns f400-l fw-extrabold " > How to build a competitive analysis report with examples and tools </p></a><div class="f100 f200-l pt400"><span><span class="screenreader">Published on </span>March 7, 2024 </span><span class="c--neutral-400 dib mx200 mt0" aria-hidden="true"> • </span><span><span class="screenreader">Reading time </span>8 minutes </span></div></div></div></article> </div> <div class="mw-25p-l mw-50p-m mw-50p-xm px450 px350-l mt400"> <article id="postcard-182382-1643295503" class="w-100p relative" 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loading="eager" /></a></div><div class="w-100p "><span class="screenreader">Categories</span><ul class="flex flex-wrap items-center list pl0 pt400"><li class="mt0 pb200 pr200"><a href="https://sproutsocial.com/insights/competitive-value/" class="br--x dib f100 f200-nm fw-bold px300 wsnw bg--aqua-200 c--text" rel="nofollow"> Competitive Strategies </a></li><li class="mt0 pb200 pr200"><a href="https://sproutsocial.com/insights/culture/" class="br--x dib f100 f200-nm fw-bold px300 wsnw bg--aqua-200 c--text" rel="nofollow"> Culture Strategies </a></li></ul><a href="https://sproutsocial.com/insights/culture-of-competitive-intelligence/" class="c--text-dark db fw-bold mt0 w-100p mt400 " ><p id="title-1112-1443154567" class="f400 f500-ns f400-l fw-extrabold " > Why creating a culture of competitive intelligence should be every brand’s next move </p></a><div class="f100 f200-l pt400"><span><span class="screenreader">Published on </span>March 24, 2020 </span><span class="c--neutral-400 dib mx200 mt0" aria-hidden="true"> • </span><span><span class="screenreader">Reading time </span>4 minutes </span></div></div></div></article> </div> <div class="mw-25p-l mw-50p-m mw-50p-xm px450 px350-l mt400"> <article id="postcard-123581-770309363" class="w-100p relative" aria-labelledby="title-123581-770309363" ><div class=""><div class="w-100p "><a class="db" href="https://sproutsocial.com/insights/social-media-industry-analysis/" aria-hidden="true" tabindex="-1" ><img class="ba b--neutral-200 db w-100p h-100p fit-cover aspect-ratio-video" alt="" src="https://media.sproutsocial.com/uploads/2019/04/industry-analytics.png" height="460" width="720" layout="responsive" loading="eager" /></a></div><div class="w-100p "><span class="screenreader">Categories</span><ul class="flex flex-wrap items-center list pl0 pt400"><li class="mt0 pb200 pr200"><a href="https://sproutsocial.com/insights/competitive-value/" class="br--x dib f100 f200-nm fw-bold px300 wsnw bg--aqua-200 c--text" rel="nofollow"> Competitive Strategies </a></li><li class="mt0 pb200 pr200"><a href="https://sproutsocial.com/insights/social-listening/" class="br--x dib f100 f200-nm fw-bold px300 wsnw bg--aqua-200 c--text" rel="nofollow"> Social Listening </a></li></ul><a href="https://sproutsocial.com/insights/social-media-industry-analysis/" class="c--text-dark db fw-bold mt0 w-100p mt400 " ><p id="title-123581-770309363" class="f400 f500-ns f400-l fw-extrabold " > How to one-up your competition with social media industry analysis </p></a><div class="f100 f200-l pt400"><span><span class="screenreader">Published on </span>April 10, 2019 </span><span class="c--neutral-400 dib mx200 mt0" aria-hidden="true"> • </span><span><span class="screenreader">Reading time </span>6 minutes </span></div></div></div></article> </div> </div> </div> <div class="tc my650 mw900 mx-auto px450"> <button class="button mx-auto w400-l w-100p w-70p-m w-70p-xm js-hub-load-more">Load More</button> </div> </section> <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "What is a competitive analysis?", "acceptedAnswer": { "@type": "Answer", "text": "A competitive analysis, also known as competitor analysis, is the process of conducting a detailed examination of business intelligence data from across your industry and comparing it to your brand\u2019s performance benchmarks. Analyzing data from <a href=\"https:\/\/sproutsocial.com\/insights\/competitive-intelligence-tools\/\">competitive intelligence tools<\/a> helps you identify your strengths and weaknesses, stay on the pulse of market trends and carve out your unique value proposition." } }, { "@type": "Question", "name": "Why is competitive analysis critical for business?", "acceptedAnswer": { "@type": "Answer", "text": "Competitive analysis insights are critical resources for every member of your team. Here are five ways to leverage your analysis company-wide:\r\n<ul>\r\n \t<li>1. Competitor analysis empowers marketing strategy<\/li>\r\n \t<li>2. Inform product roadmaps<\/li>\r\n \t<li>3. Enhance brand messaging<\/li>\r\n \t<li>4. Identify competitive benchmarks and KPIs<\/li>\r\n \t<li>5. Prepare for new market entry and campaign launches<\/li>\r\n<\/ul>" } }, { "@type": "Question", "name": "How to do a competitive analysis?", "acceptedAnswer": { "@type": "Answer", "text": "Follow these steps to conduct a thorough yet focused analysis:\r\n<ol>\r\n \t<li>Set main focus areas and goals<\/li>\r\n \t<li>Identify competitors<\/li>\r\n \t<li>Compare products and\/or services<\/li>\r\n \t<li>Conduct a competitor marketing analysis<\/li>\r\n \t<li>Review distribution channels<\/li>\r\n \t<li>Report and share recommendations based on data-backed insights<\/li>\r\n<\/ol>" } }, { "@type": "Question", "name": "Is SWOT a competitive analysis?", "acceptedAnswer": { "@type": "Answer", "text": "A SWOT analysis is a framework that visualizes strengths, weaknesses, opportunities and threats, and it\u2019s an important step in creating a competitive analysis. But a complete analysis requires competitive intelligence research before building a SWOT matrix, and might include other frameworks, too." } }, { "@type": "Question", "name": "What is the difference between competitive intelligence and competitive analysis?", "acceptedAnswer": { "@type": "Answer", "text": "Competitive intelligence is the data that fuels a competitive analysis. Competitive intelligence can come from key sources such as your competitors\u2019 website, social media presence, brand positioning, pricing strategy, product tiers and even recent job postings. Competitive analysis describes the critical thinking required to turn intelligence data into meaningful, actionable insights." } }, { "@type": "Question", "name": "How often should you perform a competitive analysis?", "acceptedAnswer": { "@type": "Answer", "text": "A competitive analysis should be performed on a regular basis, but the exact cadence should be determined by the needs of your organization. For example, you could conduct your analysis on a weekly, monthly or quarterly basis." } }, { "@type": "Question", "name": "What are types of competitor analysis?", "acceptedAnswer": { "@type": "Answer", "text": "Depending on the goals of your competitive analysis, you can address a wide variety of business needs. While there are multiple frameworks like SWOT (Strengths, Weaknesses, Opportunities, and Threats), customer journey mapping and growth-share matrixes that can be included in your competitor analysis, a competitor analysis is not strictly defined by a type. Approach your analysis with your goals and competitors in mind." } }, { "@type": "Question", "name": "What are the main drawbacks of competitive analysis?", "acceptedAnswer": { "@type": "Answer", "text": "Manual data collection can drain your team\u2019s time and only deliver partial data. 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id="Solutions-footer-dropdown8" class="flex items-center fw-normal">Industries</span><span class="rotate-caret ml300 flex items-center"><svg class="h400 h350-l" height="10" role="img" viewBox="0 0 320 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" ><path fill="currentColor" d="M31.3 192h257.3c17.8 0 26.7 21.5 14.1 34.1L174.1 354.8c-7.8 7.8-20.5 7.8-28.3 0L17.2 226.1C4.6 213.5 13.5 192 31.3 192z"></path></svg></span></button><div id="Solutions-sublist8" role="region" hidden><ul class="list ma0 pa0 tl" aria-labelledby="Solutions-sublist8"><li class="mt200 fw-normal"><a href="/travel-industry/" class="db c--neutral-700 hover-c--neutral-800 f200 " > Travel and Hospitality </a></li><li class="mt200 fw-normal"><a href="/software-industry/" class="db c--neutral-700 hover-c--neutral-800 f200 " > Computer and Software </a></li><li class="mt200 fw-normal"><a href="/retail-industry/" class="db c--neutral-700 hover-c--neutral-800 f200 " > Retail </a></li><li class="mt200 fw-normal"><a href="/higher-education-industry/" class="db c--neutral-700 hover-c--neutral-800 f200 " > Higher Education </a></li></ul></div></li><li class="mt200" aria-label="Premier Success"><a href="/premier-success/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Premier Success <span style="font-size:9px;" class="v-top"></span></a></li></ul></div><div class="mw-50p-ns mw-33p-m mw-33p-xm mw-16p-l px400-ns w-100p mt0"><div class="mt0 dn-ns"><button class="f200 fw-bold py300 button-reset pa0 js-accordion-button hover-c--neutral-800 flex items-center w-100p" aria-labelledby="Platform-m-footer-dropdown2" aria-expanded="false" aria-controls="Platform-m-sublist2"><span id="Platform-m-footer-dropdown2" class="flex justify-between items-center w-100p"><span class="db"> Platform </span><span class="rotate-caret ml300 flex items-center"><svg class="h400 h350-l px200 fw-extrabold" height="14" role="img" viewBox="0 0 448 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" ><path fill="currentColor" d="M441.9 167.3l-19.8-19.8c-4.7-4.7-12.3-4.7-17 0L224 328.2 42.9 147.5c-4.7-4.7-12.3-4.7-17 0L6.1 167.3c-4.7 4.7-4.7 12.3 0 17l209.4 209.4c4.7 4.7 12.3 4.7 17 0l209.4-209.4c4.7-4.7 4.7-12.3 0-17z"></path></svg></span></span></button><div id="Platform-m-sublist2" role="region" hidden><nav class="Summary f200 fw-normal"><ul class="list ma0 pa0" aria-label="Platform"><li class="mt0" aria-label="Social Analytics"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/features/social-media-analytics/" > Social Analytics </a></li><li class="mt0" aria-label="Social Engagement"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/features/social-media-engagement/" > Social Engagement </a></li><li class="mt0" aria-label="Social Publishing"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/features/social-media-publishing/" > Social Publishing </a></li><li class="mt0" aria-label="Social Listening"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/features/social-media-listening/" > Social Listening </a></li><li class="mt0" aria-label="Social Automation"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/features/social-media-automation/" > Social Automation </a></li><li class="mt0" aria-label="Social Collaboration"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/features/team-collaboration/" > Social Collaboration </a></li><li class="mt0" aria-label="AI & Automation"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/ai/" > AI & Automation </a></li></ul></nav></div></div><p class="f200 fw-semibold mt400-m mt400-xm dn db-ns" id="Platform"> Platform </p><ul class="list pl0-ns dn db-ns mt400 mt0-ns f200 fw-semibold" aria-labelledby="Platform"><li class="mt200" aria-label="Social Analytics"><a href="/features/social-media-analytics/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Social Analytics <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Social Engagement"><a href="/features/social-media-engagement/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Social Engagement <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Social Publishing"><a href="/features/social-media-publishing/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Social Publishing <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Social Listening"><a href="/features/social-media-listening/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Social Listening <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Social Automation"><a href="/features/social-media-automation/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Social Automation <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Social Collaboration"><a href="/features/team-collaboration/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Social Collaboration <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="AI & Automation"><a href="/ai/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > AI & Automation <span style="font-size:9px;" class="v-top"></span></a></li></ul></div><div class="mw-50p-ns mw-33p-m mw-33p-xm mw-16p-l px400-ns w-100p mt0"><div class="mt0 dn-ns"><button class="f200 fw-bold py300 button-reset pa0 js-accordion-button hover-c--neutral-800 flex items-center w-100p" aria-labelledby="Integrations-m-footer-dropdown3" aria-expanded="false" aria-controls="Integrations-m-sublist3"><span id="Integrations-m-footer-dropdown3" class="flex justify-between items-center w-100p"><span class="db"> Integrations </span><span class="rotate-caret ml300 flex items-center"><svg class="h400 h350-l px200 fw-extrabold" height="14" role="img" viewBox="0 0 448 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" ><path fill="currentColor" d="M441.9 167.3l-19.8-19.8c-4.7-4.7-12.3-4.7-17 0L224 328.2 42.9 147.5c-4.7-4.7-12.3-4.7-17 0L6.1 167.3c-4.7 4.7-4.7 12.3 0 17l209.4 209.4c4.7 4.7 12.3 4.7 17 0l209.4-209.4c4.7-4.7 4.7-12.3 0-17z"></path></svg></span></span></button><div id="Integrations-m-sublist3" role="region" hidden><nav class="Summary f200 fw-normal"><ul class="list ma0 pa0" aria-label="Integrations"><li class="mt0" aria-label="Facebook Management"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/integrations/facebook/" > Facebook Management </a></li><li class="mt0" aria-label="X Management"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/integrations/twitter/" > X Management </a></li><li class="mt0" aria-label="Instagram Management"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/integrations/instagram/" > Instagram Management </a></li><li class="mt0" aria-label="LinkedIn Management"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/integrations/linkedin/" > LinkedIn Management </a></li><li class="mt0" aria-label="Pinterest Management"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/integrations/pinterest/" > Pinterest Management </a></li><li class="mt0" aria-label="TikTok Management"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/integrations/tiktok/" > TikTok Management </a></li><li class="mt0" aria-label="YouTube Management"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/integrations/youtube/" > YouTube Management </a></li><li class="mt0" aria-label="Salesforce"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/salesforce/" > Salesforce </a></li><li class="mt0" aria-label="All Integrations"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/integrations/" > All Integrations </a></li></ul></nav></div></div><p class="f200 fw-semibold mt400-m mt400-xm dn db-ns" id="Integrations"> Integrations </p><ul class="list pl0-ns dn db-ns mt400 mt0-ns f200 fw-semibold" aria-labelledby="Integrations"><li class="mt200" aria-label="Facebook Management"><a href="/integrations/facebook/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Facebook Management <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="X Management"><a href="/integrations/twitter/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > X Management <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Instagram Management"><a href="/integrations/instagram/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Instagram Management <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="LinkedIn Management"><a href="/integrations/linkedin/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > LinkedIn Management <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Pinterest Management"><a href="/integrations/pinterest/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Pinterest Management <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="TikTok Management"><a href="/integrations/tiktok/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > TikTok Management <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="YouTube Management"><a href="/integrations/youtube/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > YouTube Management <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Salesforce"><a href="/salesforce/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Salesforce <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="All Integrations"><a href="/integrations/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > All Integrations <span style="font-size:9px;" class="v-top"></span></a></li></ul></div><div class="mw-50p-ns mw-33p-m mw-33p-xm mw-16p-l px400-ns w-100p mt0"><div class="mt0 dn-ns"><button class="f200 fw-bold py300 button-reset pa0 js-accordion-button hover-c--neutral-800 flex items-center w-100p" aria-labelledby="Company-m-footer-dropdown4" aria-expanded="false" aria-controls="Company-m-sublist4"><span id="Company-m-footer-dropdown4" class="flex justify-between items-center w-100p"><span class="db"> Company </span><span class="rotate-caret ml300 flex items-center"><svg class="h400 h350-l px200 fw-extrabold" height="14" role="img" viewBox="0 0 448 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" ><path fill="currentColor" d="M441.9 167.3l-19.8-19.8c-4.7-4.7-12.3-4.7-17 0L224 328.2 42.9 147.5c-4.7-4.7-12.3-4.7-17 0L6.1 167.3c-4.7 4.7-4.7 12.3 0 17l209.4 209.4c4.7 4.7 12.3 4.7 17 0l209.4-209.4c4.7-4.7 4.7-12.3 0-17z"></path></svg></span></span></button><div id="Company-m-sublist4" role="region" hidden><nav class="Summary f200 fw-normal"><ul class="list ma0 pa0" aria-label="Company"><li class="mt0" aria-label="About Sprout"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/about/" > About Sprout </a></li><li class="mt0" aria-label="Pricing"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/pricing/" > Pricing </a></li><li class="mt0" aria-label="Contact Us"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/contact-us/" > Contact Us </a></li><li class="mt0" aria-label="Careers"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200sl_norewrite" href="/careers/" > Careers </a></li><li class="mt0" aria-label="Customers"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/customers/" > Customers </a></li><li class="mt0" aria-label="Investors"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200sl_norewrite" href="https://investors.sproutsocial.com" target="_blank" > Investors </a></li><li class="mt0" aria-label="Sustainability"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/sustainability/" > Sustainability </a></li><li class="mt0" aria-label="Security"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/security/" > Security </a></li><li class="mt0" aria-label="Trust Center"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/trust-center/" > Trust Center </a></li></ul></nav></div></div><p class="f200 fw-semibold mt400-m mt400-xm dn db-ns" id="Company"> Company </p><ul class="list pl0-ns dn db-ns mt400 mt0-ns f200 fw-semibold" aria-labelledby="Company"><li class="mt200" aria-label="About Sprout"><a href="/about/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > About Sprout <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Pricing"><a href="/pricing/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Pricing <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Contact Us"><a href="/contact-us/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Contact Us <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Careers"><a href="/careers/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 sl_norewrite" > Careers <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Customers"><a href="/customers/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Customers <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Investors"><a href="https://investors.sproutsocial.com" class="db c--link-subtle hover-c--link-subtle fw-normal f200 sl_norewrite" target="_blank" rel="noopener noreferrer" > Investors <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Sustainability"><a href="/sustainability/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Sustainability <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Security"><a href="/security/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Security <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Trust Center"><a href="/trust-center/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Trust Center <span style="font-size:9px;" class="v-top"></span></a></li></ul></div><div class="mw-50p-ns mw-33p-m mw-33p-xm mw-16p-l px400-ns w-100p mt0"><div class="mt0 dn-ns"><button class="f200 fw-bold py300 button-reset pa0 js-accordion-button hover-c--neutral-800 flex items-center w-100p" aria-labelledby="Resources-m-footer-dropdown5" aria-expanded="false" aria-controls="Resources-m-sublist5"><span id="Resources-m-footer-dropdown5" class="flex justify-between items-center w-100p"><span class="db"> Resources </span><span class="rotate-caret ml300 flex items-center"><svg class="h400 h350-l px200 fw-extrabold" height="14" role="img" viewBox="0 0 448 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" ><path fill="currentColor" d="M441.9 167.3l-19.8-19.8c-4.7-4.7-12.3-4.7-17 0L224 328.2 42.9 147.5c-4.7-4.7-12.3-4.7-17 0L6.1 167.3c-4.7 4.7-4.7 12.3 0 17l209.4 209.4c4.7 4.7 12.3 4.7 17 0l209.4-209.4c4.7-4.7 4.7-12.3 0-17z"></path></svg></span></span></button><div id="Resources-m-sublist5" role="region" hidden><nav class="Summary f200 fw-normal"><ul class="list ma0 pa0" aria-label="Resources"><li class="mt0" aria-label="The Sprout Social Index"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/insights/index/" > The Sprout Social Index <span style="font-size:9px;" class="v-top">TM</span></a></li><li class="mt0" aria-label="Sprout Blog"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/insights/" > Sprout Blog </a></li><li class="mt0" aria-label="Arboretum"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200sl_norewrite" href="https://community.sproutsocial.com/" > Arboretum </a></li><li class="mt0" aria-label="Resource Center"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200sl_norewrite" href="/insights/resources/" > Resource Center </a></li><li class="mt0" aria-label="Social Media Glossary"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200sl_norewrite" href="/glossary/" > Social Media Glossary </a></li><li class="mt0" aria-label="Find Influencers"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200sl_norewrite" href="/influencer-marketing/find-influencers/" > Find Influencers </a></li><li class="mt0" aria-label="Agency Partner Directory"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200sl_norewrite" href="/partner-directory" > Agency Partner Directory </a></li><li class="mt0" aria-label="Affiliate and Referrals"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/partnership-program/" > Affiliate and Referrals </a></li><li class="mt0" aria-label="Brand Assets"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200sl_norewrite" href="https://seeds.sproutsocial.com/brand-assets/" > Brand Assets </a></li><li class="f200 mt0 " aria-label="Free Social Media Tools"><button class="button-reset db w-100p pa0 js-accordion-button c--neutral-700 hover-c--neutral-800 py300 flex items-center" aria-labelledby="Resources-m-footer-dropdown10" aria-expanded="false" aria-controls="Resources-m-sublist10"><span id="Resources-m-footer-dropdown10" class="flex items-center"> Free Social Media Tools </span><span class="rotate-caret ml300 flex items-center"><svg class="h400 h350-l" height="10" role="img" viewBox="0 0 320 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" ><path fill="currentColor" d="M31.3 192h257.3c17.8 0 26.7 21.5 14.1 34.1L174.1 354.8c-7.8 7.8-20.5 7.8-28.3 0L17.2 226.1C4.6 213.5 13.5 192 31.3 192z"></path></svg></span></button><div id="Resources-m-sublist10" role="region" hidden><ul class="list ma0 pa0 tl" aria-labelledby="Resources-sublist10"><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/landscape/" > Landscape Image Resizer </a></li><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/templates/" > Free Social Media Templates </a></li><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/free-tools/" > All Free Social Media Tools </a></li></ul></div></li><li class="f200 mt0 " aria-label="Social Media Topics"><button class="button-reset db w-100p pa0 js-accordion-button c--neutral-700 hover-c--neutral-800 py300 flex items-center" aria-labelledby="Resources-m-footer-dropdown11" aria-expanded="false" aria-controls="Resources-m-sublist11"><span id="Resources-m-footer-dropdown11" class="flex items-center"> Social Media Topics </span><span class="rotate-caret ml300 flex items-center"><svg class="h400 h350-l" height="10" role="img" viewBox="0 0 320 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" ><path fill="currentColor" d="M31.3 192h257.3c17.8 0 26.7 21.5 14.1 34.1L174.1 354.8c-7.8 7.8-20.5 7.8-28.3 0L17.2 226.1C4.6 213.5 13.5 192 31.3 192z"></path></svg></span></button><div id="Resources-m-sublist11" role="region" hidden><ul class="list ma0 pa0 tl" aria-labelledby="Resources-sublist11"><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/insights/social-media-scheduling-tools/" > Social Media Scheduling </a></li><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/insights/crisis-communication-examples/" > Crisis Communications </a></li><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/insights/reputation-management/" > Reputation Management </a></li><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/insights/social-media-statistics/" > Social Media Statistics </a></li><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/insights/competitive-analysis/" > Social Competitive Analysis </a></li><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/insights/what-is-employee-advocacy/" > Employee Advocacy </a></li><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/insights/social-media-reporting/" > Social Media Reporting </a></li><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/insights/social-media-roi/" > Social Media ROI </a></li><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/insights/social-media-management/" > Social Media Management </a></li><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/insights/social-media-marketing-strategy/" > Social Media Marketing </a></li><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/insights/social-media-listening/" > Social Media Listening </a></li><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/insights/business-intelligence/" > Business Intelligence </a></li><li class="mt0"><a class="db c--link-subtle hover-c--link-subtle fw-normal py300 f200" href="/insights/social-media-analytics/" > Social Media Analytics </a></li></ul></div></li></ul></nav></div></div><p class="f200 fw-semibold mt400-m mt400-xm dn db-ns" id="Resources"> Resources </p><ul class="list pl0-ns dn db-ns mt400 mt0-ns f200 fw-semibold" aria-labelledby="Resources"><li class="mt200" aria-label="The Sprout Social Index"><a href="/insights/index/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > The Sprout Social Index <span style="font-size:9px;" class="v-top">TM</span></a></li><li class="mt200" aria-label="Sprout Blog"><a href="/insights/" class="db c--link-subtle hover-c--link-subtle fw-normal f200 " > Sprout Blog <span style="font-size:9px;" class="v-top"></span></a></li><li class="mt200" aria-label="Arboretum"><a href="https://community.sproutsocial.com/" class="db 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items-center"><svg class="h400 h350-l" height="10" role="img" viewBox="0 0 320 512" width="16" xmlns="http://www.w3.org/2000/svg" aria-hidden="true" focusable="false" ><path fill="currentColor" d="M31.3 192h257.3c17.8 0 26.7 21.5 14.1 34.1L174.1 354.8c-7.8 7.8-20.5 7.8-28.3 0L17.2 226.1C4.6 213.5 13.5 192 31.3 192z"></path></svg></span></button><div id="Resources-sublist10" role="region" hidden><ul class="list ma0 pa0 tl" aria-labelledby="Resources-sublist10"><li class="mt200 fw-normal"><a href="/landscape/" class="db c--neutral-700 hover-c--neutral-800 f200 " > Landscape Image Resizer </a></li><li class="mt200 fw-normal"><a href="/templates/" class="db c--neutral-700 hover-c--neutral-800 f200 " > Free Social Media Templates </a></li><li class="mt200 fw-normal"><a href="/free-tools/" class="db c--neutral-700 hover-c--neutral-800 f200 " > All Free Social Media Tools </a></li></ul></div></li><li class="mt200 " aria-label="Social Media Topics"><button class="button-reset db c--neutral-700 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noreferrer" ><svg fill="currentColor" class="db h450 h450-ns mw200 w-auto" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 576 512" title="" aria-labelledby="svg-inline--youtube927660870" height="25" width="25" ><title id="svg-inline--youtube927660870"></title><path d="M549.655 124.083c-6.281-23.65-24.787-42.276-48.284-48.597C458.781 64 288 64 288 64S117.22 64 74.629 75.486c-23.497 6.322-42.003 24.947-48.284 48.597-11.412 42.867-11.412 132.305-11.412 132.305s0 89.438 11.412 132.305c6.281 23.65 24.787 41.5 48.284 47.821C117.22 448 288 448 288 448s170.78 0 213.371-11.486c23.497-6.321 42.003-24.171 48.284-47.821 11.412-42.867 11.412-132.305 11.412-132.305s0-89.438-11.412-132.305zm-317.51 213.508V175.185l142.739 81.205-142.739 81.201z"/></svg><span class="screenreader"> Sprout Social on Youtube </span></a><a class="c--text hover-c--tiktok-red db pa350" href="https://www.tiktok.com/@sproutsocial" target="_blank" rel="noopener noreferrer" ><svg class="db h450 h450-ns mw200 w-auto" 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