The quick answer
A useful Instagram competitor report template combines dated account details, a defined post sample, visible metrics and the source posts behind each finding. Separate observations from hypotheses, leave unsupported fields blank, and finish with an original test for your team.
Use the fields below as your working template. Start gathering evidence with the free Instagram competitor analysis tool, then use the account comparison tool when the question involves two accounts.
Every recommendation should connect to at least one public source post that a client, manager, or creative teammate can open.
Download the editable report template
Download the free Excel template (English, XLSX). The blank workbook has a Report sheet for your question, dated account observations and next test, plus a Posts sheet for up to 100 public post observations. It contains no sample account data.
- Set the scope. Write the reporting period and timezone. Record each account’s follower count with its own observation date, or leave the count blank when it is unavailable.
- Add the evidence. Enter canonical post links, publication and observation timestamps, format and available likes, comments and views. Keep unavailable values blank; enter 0 only when that zero was observed.
- Review the calculations. The worksheet adds likes and comments only when both are recorded. It calculates interactions divided by views only when views are positive, and flags missing context or repeated URLs for review.
- Write the next test. Link the finding to its source posts, record alternative explanations and name the person who will review the test.
The worksheet helps organize manually entered evidence. It does not refresh Instagram data or measure a competitor’s reach, saves, shares or revenue.
Template sections
| Section | Include | Decision it supports |
|---|---|---|
| Scope | Handle, date range, post count, platform, and loaded window. | Prevents overclaiming full-history coverage. |
| Post list | Media, date, format, caption, engagement, and source link. | Lets the team review evidence directly. |
| Content cadence | Posting days, most active day, longest gap, and weekly pace. | Shows campaign bursts and quiet periods. |
| Highest observed interactions | Largest likes-plus-comments total among comparable posts with both values recorded, alongside format, dates and source. | Identifies what deserves closer inspection. |
| Lowest observed interactions | Smallest likes-plus-comments total in the same eligible sample. | Prompts a context check. A smaller observed count does not establish weaker creative work. |
| Next test | One specific creative experiment. | Turns research into action. |
| Outlier check | Whether the highest observed interaction count is a one-off spike or part of a pattern across comparable posts. | Prevents briefing a creative test off a single lucky post. |
One template row, filled in with real data
A retained Lululemon sample saved June 9, 2026 UTC contains a video at this source post, published June 3, 2026 UTC. It records 44,931 likes, 406 comments and 86,483 views. Keep the source URL, format and saved timestamp beside these historical values.
Another retained video, this May 7 source post, records 1,325 likes, 95 comments and 31,780 views. The ratio of likes is approximately 34 to 1. That difference identifies examples to inspect; it does not isolate a creative variable or establish causation.
The template must label publication dates separately from the sample’s saved time. It should also identify returned count, date coverage and missing values before making a comparison.
Example summary
Illustrative hypothesis: product-in-motion visuals may be worth testing; the cause of any observed difference is unverified. Build one visual post and one short reel around the same product idea. For your own account, compare comments and any saves available in your authorized analytics over matching observation windows. Competitor saves are unavailable from these public rows.
How to build it in Instaseer
- Run a public handle. Start with a single competitor or use compare mode for two handles.
- Open the post list. Review the visual cards before accepting the summary.
- Filter by format. Separate reels, posts, and carousels to avoid mixing signals.
- Use source links. Open the original public post before writing the takeaway.
- Export or brief. Keep the exact fields that support the recommendation.
Why this beats a generic report
Generic competitor reports often over-index on follower counts, screenshots, or vague inspiration. A source-backed report keeps the decision tied to what was actually posted: the date, format, caption, visible public metrics, and original source.
FAQ
What should an Instagram competitor report include?
Include scope, public posts, dates, formats, captions, engagement, source links, cadence, strongest examples, lowest-signal examples, and a next test.
Can I use this report with clients?
Yes, as long as you keep the scope clear and connect conclusions to public source posts instead of claiming complete platform data.