Comparing two Facebook pages involves a systematic review of key performance metrics and qualitative factors. Here’s a step-by-step approach:

1. Identify Key Metrics

Focus on the following metrics to get a comprehensive comparison:

- Total Followers/Likes: Indicates the size of each page’s audience
- Engagement Rate: Measures how actively the audience interacts with content (likes, comments, shares) relative to reach or followers
- Post Frequency: How often each page publishes content, which can impact engagement and reach
- Content Performance: Analyze which types of posts (videos, images, links) generate the most engagement
- Audience Growth: Track how quickly each page is gaining or losing followers over time
- Reach and Impressions: Assess how many unique users see the content and how often
- Share of Voice: Compare the volume of mentions and overall presence in the industry

2. Use Comparison Tools

Several tools and features can help automate and visualize these comparisons:

- Meta Business Suite: Use the "Business to Watch" or "Benchmark" features to add competitor pages and view side-by-side metrics
- Third-Party Tools: Tools like Socialinsider offer detailed comparison dashboards for multiple Facebook pages
- Manual Analysis: Export data from Facebook Insights and compare metrics in a spreadsheet for a custom analysis

3. Qualitative Assessment

- Content Quality: Review the originality, relevance, and creativity of posts
- Brand Voice and Consistency: Evaluate how consistently each page communicates its brand and engages its audience
- Community Management: Observe how each page responds to comments and manages its community

1. Understanding Industry Benchmarks

Industry benchmarks provide average performance metrics for Facebook pages within a specific sector. Common benchmarks include:

- Average Engagement Rate: For example, the average Facebook engagement rate in 2025 is around 0.15% for most industries, but this can vary widely by sector and page size
- Average Growth Rate: The typical monthly follower growth rate is about 0.5%, with larger pages often growing more slowly
- Posting Frequency: Large brands may post more frequently, but engagement per post can decrease as audience size increases
- Ad Performance Benchmarks: Metrics like click-through rate (CTR), cost per click (CPC), and return on ad spend (ROAS) are essential for pages running ads

2. Applying Benchmarks to Your Comparison

- Contextualize Results: A page with a 0.2% engagement rate may outperform the industry average, even if it has fewer followers than a competitor
- Adjust for Page Size: Larger pages typically see lower engagement rates, so compare pages of similar size for a fair assessment
- Consider Industry Differences: Benchmarks differ by industry (e.g., media, retail, nonprofits), so always use relevant standards for your sector
- Track Trends, Not Just Snapshots: Use benchmarks to identify whether a page’s performance is improving or declining relative to industry norms over time

3. Strategic Takeaways

- Set Realistic Goals: Use benchmarks to set achievable targets for growth and engagement
- Identify Strengths and Weaknesses: Benchmarking highlights areas where a page excels or lags behind competitors
- Inform Content Strategy: Understanding what’s typical in your industry helps refine your content and posting strategy for better results