Social media never stands still. With new platforms emerging, algorithms shifting, and audience behaviors evolving, it’s easy to mistake consistent posting or a few extra likes for real progress.
But here’s the truth: without context, those metrics don’t mean much.
That’s where benchmarking comes in.
If you're not looking beyond your own numbers—at your competitors, your industry, or the broader market—you risk missing key insights that could help you improve performance and stay ahead.
Benchmarking adds the critical context that turns raw data into smart decisions. It allows you to:
● Measure performance with purpose
● Uncover actionable opportunities
● Build a smarter, more strategic social plan
It’s not just about tracking what you’re doing—it’s about understanding how you stack up.
We use two primary types of benchmarking:
These help you track performance over time within your own ecosystem. Metrics include:
● Conversion Rate
● Cost per Click (CPC)
● Cost per Mille (CPM)
● Engagement Rate trends
These provide market context by comparing your performance to others in your space. Think:
● Industry averages (e.g. engagement rate by sector)
● Competitor follower growth
● Content themes and messaging
● Brand sentiment and perception
While internal metrics are essential, external benchmarks show you where you stand—and how you can level up.
They answer key strategic questions:
● Are we leading, keeping pace, or falling behind?
● What’s working in our industry, and what opportunities are we missing?
We’ve identified six external metrics that provide especially powerful insights:
Are you showing up as often as your competitors? Or more? Or less?
We typically recommend a minimum of four posts per week to stay top ofmind.
Who's getting more likes, comments, and shares—you or them?
Pay attention to shares in particular—they help expand your reach beyond your current audience. What content is sparking conversations?
Arepeople feeling positive, neutral, or negative about your brand?
And more importantly—how can you buildon that sentiment?
What are the hot topics in your industry?
In CPG, for example, brands often drive engagement by tapping into seasonal moments (like Valentine’s Day or Easter) or running giveaways.
Are videos outperforming static images? Are carousels driving deeper engagement?
A balanced content mix works best, but lean into what your audience responds to most.
What’s actually driving new followers?
Often, it’s giveaways or content that taps into the cultural zeitgeist. Benchmarking helps you spot those patterns fast.
We might be biased, but Zavy takes the guesswork out of benchmarking.
When you log into Zavy, you get instant visibility into your performance relative to competitors. Our Zavy Score—built from engagement metrics like likes, comments, sentiment, and shares—shows youexactly how you’re doing in the market.
● 100 = average
● Above 100 = outperforming
● Below 100 = room to grow
You’ll also get side-by-side comparisons of your strategy vs. your competitors, including trends over time, post performance, and audience sentiment breakdowns.
It’s your one-stop shop for competitive intelligence.
We offer a 14-day free trial so you can test drive Zavy’s benchmarking tools for yourself.
👉Reach out to mutesi@zavy.co to get started.
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