Journal
2 September 2025
Which competitor posts are worth tracking each month
A practical filter so competitive listening stays useful instead of becoming a scrapbook of every rival upload.
Competitive listening fails when every rival post enters the report. Brand teams then skim past the page, and the brief loses its job.
We ask clients to name a category question for the month—pricing communication, festival creative, service recovery tone—and only pull competitor examples that answer that question.
Three to five annotated examples with reach context beat twenty screenshots. Include what the post asked the audience to do, and whether replies suggested confusion or desire.
Tie each example back to a decision your team controls: creative angle, reply policy, or posting window. If an observation cannot influence next month’s plan, leave it out of the brief.