How do you compare a prospect's socials to their competitors for a pitch without paying for a yearly tool?

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For two or three pitches a month, counting by hand works. I'd change what you count. Take the last 12 posts on each profile and use the median views, since one viral video drags the average up. Social Blade shows Instagram and TikTok follower history for free, so you get growth without paying for a tool. On the slide, put 2 or 3 of the competitor's best recent posts next to the prospect's and add one line on the difference: format, hook, or how often they post. A business owner reacts to "they get 5x your views with a format you could copy" faster than to an engagement rate

At two or three pitches a month, doing it by hand seems reasonable. Use median views across the last 12 posts, plus posting frequency and format mix. Followers matter less than whether the competitor’s content earns attention. Lead with one sentence about the gap and what you’d change, then use a few screenshots to support it.

At two or three pitches a month, hand counting is fine, and I would keep the slide to three numbers per profile: followers, median views on the last 12 posts, and posts per week. Median matters more than average, since one viral post skews everything. The comparison that usually lands with owners is views per follower. A smaller account getting 30 to 40 percent of its follower count in views per post is often healthier than a bigger account getting 5 percent. I would also screenshot two or three of the competitor's best recent posts in the same format the prospect uses, so the gap is visible and not just a number. One line under it saying what the competitor does differently, posting frequency, a series, or replies in comments, is usually enough. Owners rarely ask about the method. They ask what changes first.

I think hand counting can be a bit problematic - you're not going to get follower growths (at all) and average views easily. It can be done but not that great in terms of time wasting. Depending on how many you want to include I've found Socialinsider to be quite reliable.

What’s the one question you want the comparison to answer for the prospect?

For an occasional pitch, make a small repeatable sample instead of trying to recreate a full analytics platform. Compare the same number of recent posts in the same formats, record the datem and use median views so one viral post odes not dominate. You cannot establish historical follower growth from one public snapshotm so label that as unavailable rather than estimating it. A slide showing what you can verify is stronger than a precise-looking number without a source