In the fast-paced world of digital marketing, flying blind is a recipe for wasted budget. Tracking your competitors' social media performance isn't about copying what they do; it's about identifying market gaps, understanding what resonates with your shared Australian audience, and avoiding the costly mistakes they’ve already made.
By monitoring your rivals, you can benchmark your own growth and discover new content opportunities that you might have otherwise missed. Whether you're a boutique café in Brisbane or a national service provider, knowing the 'social landscape' is essential for staying relevant.
Prerequisites
Before you begin, ensure you have the following:- A list of 3–5 direct competitors (businesses in your area or niche).
- Access to your own social media business accounts (Meta Business Suite, LinkedIn, etc.).
- A simple spreadsheet (Google Sheets or Excel) to record your findings.
- About 45–60 minutes of uninterrupted time.
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Step 1: Identify Your True Competitors
Don't just look at the biggest brands in Australia. Identify 'Direct Competitors' (who offer the same service in your suburb or city) and 'Aspirational Competitors' (larger brands doing social media exceptionally well). What you should see: A list of 5 handles for Instagram, Facebook, and LinkedIn. If you are a local Brisbane plumber, your list should include other local trade businesses, not just national hardware chains.Step 2: Audit Their Profile Optimisation
Visit their main profiles. Look at their bio, profile picture, and call-to-action (CTA) buttons.- Are they using a 'Linktree' or a direct website link?
- Do they highlight their ABN or Australian-owned status?
- Is their messaging professional or casual?
Pro Tip: Note if they are using 'Highlights' on Instagram to showcase customer testimonials or specific services. This is a goldmine for seeing what they value most.
Step 3: Use the Meta Ad Library
This is the 'secret weapon' of competitor research. Go to the Meta Ad Library. Search for your competitor's business name and select 'All Ads'. What you should see: A gallery of every ad they are currently running across Facebook and Instagram.- Check for: Are they running 'Limited Time Offers'? Are they targeting specific Brisbane postcodes?
- Warning: If they have no active ads, it doesn't mean they aren't successful, but it does mean you have an opportunity to outshine them through paid reach.
Step 4: Analyse Content Pillars and Frequency
Scroll through their last 20 posts. Categorise them into 'Pillars'. For example:- Educational: (e.g., "How to maintain your hot water system")
- Promotional: (e.g., "10% off this weekend")
- Behind the Scenes: (e.g., "Meet our apprentice, Jack")
Note how often they post. Is it daily, or once a week? Australian audiences generally prefer consistency over high frequency.
Step 5: Benchmark Engagement Rates
Don't just look at follower counts—they can be faked. Look at the engagement (likes, comments, shares). The Formula: (Total Likes + Comments) ÷ Follower Count x 100 = Engagement Rate %.If a competitor has 10,000 followers but only 5 likes per post, their audience isn't truly engaged. If a small local competitor has 500 followers but 50 likes per post, study their content closely—they are doing something right.
Step 6: Monitor Their Response Time
Post a generic question on one of their public posts (using a personal account) or observe how they reply to others. Do they respond within an hour? Do they use emojis? A competitor with slow response times presents a massive opportunity for you to win customers by being more responsive.Step 7: Set Up 'Pages to Watch' on Facebook
If you manage a Facebook Business Page, go to your Insights tab (now often found within Meta Business Suite under 'Benchmarking'). Scroll to the bottom to find 'Pages to Watch'. Add your competitors here. What you should see: A table comparing your page's performance directly against theirs for the past week, including total page likes and number of posts.Step 8: Observe LinkedIn Employee Advocacy
For B2B businesses, check if the competitor's staff are sharing company updates. In Australia, LinkedIn is highly personal. If their team is active and yours isn't, you're losing out on the 'human' side of the algorithm.Step 9: Track Local Hashtag Usage
See which hashtags they use. Are they using broad ones like #marketing or local ones like #BrisbaneBusiness or #SouthEastQLD? Localised hashtags help the algorithm show your content to people nearby.Step 10: Identify Their Top Performing Content
Look for their 'outlier' posts—the ones that have 5x more engagement than their average.- Was it a video/reel?
- Was it a giveaway?
- Was it a controversial opinion?
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Common Mistakes to Avoid
- Copying Word-for-Word: This is poor form and can lead to copyright issues. Use their success as a 'theme' guide, not a script.
- Obsessing Over Vanity Metrics: High follower counts don't always equal high revenue. Focus on the quality of the conversations in their comments.
- Forgetting to Check Stories: Many businesses put their best, most authentic content in Instagram/Facebook Stories, which disappear after 24 hours. Check these daily.
Troubleshooting
- "I can't see their ads in the Ad Library": Ensure you have selected the correct country (Australia) and 'All Ads' in the dropdown menu. If nothing shows, they simply aren't running paid Meta ads.
- "Their engagement is hidden": Instagram allows users to hide 'Like' counts. You can still gauge popularity by the number and quality of comments.
- "They have blocked me": Use a personal account or a 'burner' profile to view public business pages if you feel your professional account has been restricted.
Next Steps
Now that you have gathered this data, it's time to apply it.- Identify one gap: Did you notice they don't do video? Start making Reels.
- Update your schedule: If they post at 8:00 AM and get great engagement, try testing that time slot for your own brand.
- Refine your USP: If all your competitors look the same, use your social media to highlight what makes your Australian small business unique.
Need help turning these insights into a high-performing social media strategy? Our team at Local Marketing Group specialises in helping Brisbane businesses outshine their competition. Contact us today to book a strategy session.