FREE Head-to-Head Instagram Comparison

For an accurate comparison, when comparing two Instagram accounts, focus on using both total values and normalized metrics. Gather reach, engagement, and follower data for both accounts over the same timeframe, then calculate averages and rates such as average reach per post, engagement rate (engagements divided by followers or reach), and percentage follower growth over the period. This approach lets you review not only the overall size and activity of each profile but also how effectively each account leverages its audience and content (this is especially important if there's a significant difference in following size between the two accounts). By assessing both raw figures and normalized indicators side by side, you enable a fair and comprehensive analysis that highlights strengths and growth opportunities for each account, independent of their scale or publishing habits.

The easiest way to compare engagement rates between Instagram accounts is to calculate the engagement rate for each account over the same period using a consistent formula—typically, total engagements (likes, comments, shares) divided by total followers or by total reach, multiplied by 100 for a percentage. Calculating engagement by followers helps you understand how much of each account's total audience is interacting with content, but this metric can be skewed if a significant portion of followers are inactive or don’t consistently see posts.

Engagement by reach, on the other hand, shows what percentage of users who actually saw the content engaged with it, offering a more precise view of content effectiveness and real audience responsiveness. By using both engagement by followers and engagement by reach, you ensure your comparison accounts for differences in audience size and post visibility, letting you identify which account drives the most meaningful interaction relative to its actual audience exposure. Place these metrics side by side to quickly and fairly decide which account performs best at engaging its audience.

To effectively benchmark your Instagram account against competitors, begin by clearly identifying which accounts you’ll use for comparison—these should be direct competitors, peer brands in your niche, or accounts targeting the same audiences, possibly within your country or region. Next, systematically collect key metrics from each profile over a shared timeframe. Focus on core indicators such as follower growth, engagement rate (measured by both followers and reach), average reach per post, posting frequency, and content mix. To get meaningful insights, normalize your data: look at per-post averages, percentages (like engagement rate and follower growth rate), and trends over time rather than just total numbers. This approach levels the playing field, regardless of differing audience sizes or publishing habits.

Once the raw data is gathered and standardized, analyze your performance relative to each competitor for every key metric. Identify not only where you stand, but also how your trends compare—are you growing faster or slower? Is your engagement rate rising while theirs is falling, or vice versa? Pay particular attention to areas where your metrics consistently lag behind competitors, as these highlight specific opportunities for improvement, whether that’s boosting post frequency, experimenting with different content types, or focusing on more effective audience engagement strategies.

Throughout this process, social media analytics tools like Socialinsider can automate much of the data gathering, normalization, and visualization, helping you compare your account side by side with multiple competitors efficiently. Likewise, the Socialinsider Global Brand Benchmark Directory serves as a reference point for broader industry or regional benchmarks, allowing you to see not only how you compare to specific competitors but also to assess your performance against global or local standards. By combining a structured benchmarking approach with these tools, you gain a clear, data-driven understanding of where your Instagram account underperforms, and you’re better equipped to make focused improvements that will drive your brand forward.

To compare Reels performance between two Instagram accounts, gather key metrics such as reach, views, engagement (likes, comments, shares), and engagement rates for all Reels published by both accounts over the same period. Organize the data in a way that allows you to review both the total performance and normalized metrics like average reach or views per Reel and engagement rate per Reel.

This approach helps you account for differences in posting frequency and audience size, allowing for an objective comparison. Review trends in Reel performance for each account, noting any standout videos or consistent patterns of high or low engagement. This direct, side-by-side analysis—focusing on both absolute numbers and per-Reel rates—reveals which account’s Reels are more effective in reaching and engaging their audiences, and pinpoints specific strengths or areas for improvement.

Social media analytics tools like Socialinsider can automate the collection and comparison of Reels metrics, making it easier to visualize differences and act on insights.