Competitive Analysis

Following the overview of Instagram analytics and the analysis of trends in the kombucha industry, this third and final post in the series on the Dunroe analytics tool examines ways to use it for competitive analysis. For illustration purposes, we’ll look at the top three Instagram (IG) accounts listed in our January 2021 report on the Top 20 accounts: GTs, Health-Ade, and Humm.

This would be a meaningful exercise to conduct during the 14-day free trial of Dunroe for brands that interest you.

These screenshots were created from the Dunroe ‘Signal’ menu, where the three leaders were added to the results for the overall Kombucha Index and broader Beverage Index. This measures relative performance from Jan 1 – June 30 of this year.

Percentage change in follower numbers

Humm Kombucha grew their numbers by 13%, while GTs and Health-Ade saw slight declines. These brands all have six-figure followers on IG. The follower count in our Dec 31, 2020 report validates these changes. (NOTE: As we’ve mentioned before, brands will often ‘prune’ their followers on IG to eliminate those generated by bots and others of dubious distinction.)

Engaged followers

These three brands are all category leaders in Engaged Followers (those who Like or Comment on posts).

The Engaged Followers count is Dunroe’s way of making different sized accounts comparable by taking both the number of followers and engagement rate into consideration.  These three brands have such high follower counts that their lower engagement rates don’t result in a lower overall rank for engaged followers.

These leaders have a low percentage Engagement Rates because of the large number of followers. Smaller brands, on average, have 8% of engaged followers, while it’s below 1% for the big guys. When the total number of followers is in the six figures, even having 1,000+ active and engaged fans is a low percentage. Smaller brands might have fewer active fans, but they make up a larger percent of the total number.

Competitive Profiles

A single screen reports on the performance of each brand. We measured Booch News against other ‘Food and Beverage Influencers’ in a previous post. The screen shots below compare Dunroe’s take on these three brands measured against the other kombucha brands they track.

The report also lists the top keywords, hashtags, and tagged users for each:

The report then lists the top three posts from each brand, highlighting the different approaches each takes to social media.

Hint

Dunroe enables users to create ‘private tags’ to track groups of accounts.  You can organize groups like ‘industry leaders,’ ‘competitors,’ ‘regional brands,’ etc. Private tags allows you to monitor groups of accounts without manually entering their handles each time.  Email alerts can be set for privately tagged account groups, sending a daily update as new posts occur.

Finally

Dunroe is only one of many tools available that enable you to look behind the scenes in social media. There might be one in this list of 15 additional Instagram analytics tools which is right for you. And don’t overlook Instagram Insights–IG’s native analytics tool that allows IG Business Account users to see analytics related to their profile and posts. From this data, you’ll be able to identify what your audience likes and engages with the most to improve your strategy.

However, as we’ve demonstrated, Dunroe organizes brands by industry then determines how individual accounts are performing compared to their peers.

So, go take a look at your standing. With a 14-day free trial available, what’s not to like?

Disclaimer

The content of this article is accurate to the best of our knowledge and is presented for general informational purposes only. The opinions are those of the editor. We have absolutely no affiliate relationship with any of the people and organizations listed.

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