Competitor Insights helps you understand the influencer marketing landscape. This tool shows you what other brands are doing, which can help you make better decisions about your own campaigns. By using Competitor Insights, you can see trends, adjust your strategies, and keep up with changes in influencer marketing.

Competitor Insights lets you track and compare influencer marketing performance across brands in your space.

You can use it to:

Accessing Competitor Insights is simple:

You'll land on the main dashboard with all the brands you're tracking.

When you first open Competitor Insights, you'll see a table with all the brands you're tracking, including your own brand. Your brand appears by name with a You badge. Hover over the badge to see the exact hashtags and mentions included in its performance metrics. You can also hover over any competitor brand name to see the hashtags and mentions representing that brand.

Each row shows key metrics that help you understand performance at a glance.

Here's what each metric means:

The dashboard includes charts that make it easy to visualize the data. You can remove specific brands from the charts to focus on what matters most. Hover over any line to see detailed information.

You can select custom date ranges to view Competitor Insights data from a single day up to 3 months. Use the date picker to choose the range you want.

How it works:

Competitor Insights now includes posts from the Friday before the latest data pull, giving you visibility into very recent content. These early-access posts are marked with an "Early access" banner above the table and are available immediately after posting.

Important: Early-access posts have unstable engagement metrics during the first week. Engagement numbers, EMV, and period-over-period comparisons may fluctuate significantly as data is re-pulled and stabilized throughout the following week. Use early-access metrics for directional insights only until they settle.

The date picker indicates early-access days with dotted styling so you can easily identify them when filtering.

When you view a filtered date range, the period-over-period delta (change percentage) compares that range to the same calendar period from the previous cycle:

Hover over any delta value to see a tooltip showing the exact date range used in the comparison.

If you're tracking a lot of competitors, use the search function. Click the 🔎 Competitor field on the left side and start typing the brand name.

In the Top Content tab, you can narrow down and sort what you're seeing using the toolbar controls: Add Filter, Sort by, and the Month picker.

The Add Filter option lets you filter by:

The Sort by control lets you change the order content appears in. Click it to choose:

The default sort is EMV, descending — so the highest-value content shows first. Switch to Post Date descending to see the most recent content at the top.

The Month option lets you view content from any month starting in January 2024.

Click the creator area of a card — the avatar, name, or follower count — to open the creator modal with all the creator details Archive has.

Use the ... menu on the card to visit the original post or open the creator's profile in Instagram or TikTok. Visiting the original post works for all content types except Instagram Stories.

Both the Top Content and Top Influencers tabs let you filter by where creators are based.

Location data coverage: Most creators in the platform have location data available — approximately 89% have country-level location, 19% have state, and 16% have city. However, creators newly indexed through Competitor Insights workflows may lack location enrichment, as location is not retroactively populated for new Competitor Insights-sourced creators.

To filter by location:

To keep places you use often at the top of the list, hover over one and click the pin icon. For more on how location data works, see Location Filters.

Archive flags a post as a Paid Partnership in two ways. If the creator marked the post as a paid partnership on the platform, it's flagged as Disclosed. Archive's AI also checks visual and caption signals for signs of a paid collaboration between the creator and the brand, and posts it identifies are flagged as AI Detected. A post can be flagged both ways at once.

To see only these posts, open Add Filter in the Top Content tab and choose Paid Partnership.

The Top Influencers section shows you which creators your competitors are working with. This is helpful for finding potential collaborators and discovering new talent in your space.

You'll see:

You can add labels to creators directly from this page to help organize and find them later.

Bulk actions on Top Influencers: Use the checkboxes to select creators, then choose Export CSV, Add Creator Labels, or Remove Creator Labels.

The export includes the selected creators; selecting all follows your current filters. Adding labels also adds creators who aren't in your CRM yet.

When you add labels to all matching creators, Archive confirms that automations using that label will run. Label updates for more than 40 creators run in the background and can be tracked in Operations Center.

Click on a creator's name to see their full profile, posts, and analytics.

From the Top Influencers tab, you can bulk add creators to Vetting Lists or modify their Relationship Status using command palette actions. This is helpful for organizing creators you've discovered and want to track further.

To bulk add creators to a Vetting List:

Your selection respects any filters you've applied — if you filter by engagement range or follower count first, the bulk action will apply only to those filtered creators.

The metric numbers at the top of these pages now update based on the filters you've applied. Filter by content type, engagement range, follower count, verification status, or anything else, and those top metrics recalculate for just that filtered set instead of showing totals for the whole month.

Top Content and Top Influencers:

You can export data as a CSV file from four places in Competitor Insights: the Tracked Brands table, the Performance over time chart, and the Top Content and Top Influencers tabs of any individual brand. Every export reflects the month selected in the date picker.

When exporting from Top Influencers, you can choose between two formats:

Both formats are available for bulk exports via command palette and full exports via the Export CSV button.

Tracked Brands table:

The file contains one row per tracked brand (including your own) with the same metrics shown in the table: Brand, EMV, Impressions, Potential Reach, Social Profiles, Content Count, Engagements, Engagement Rate, Frequency, and Potency. Values are exported as raw numbers, and the month-over-month change percentages are not included.

Performance over time chart:

Top Content: Open a brand from the Tracked Brands table, stay on the Top Content tab, pick the month you want, and click Export CSV in the upper right corner of the toolbar. The export also shows whether each post is a paid partnership and how it was flagged (Disclosed, AI detected, or both). Posts the AI detected also include the partnership type and the AI's reasoning.

Top Influencers table: Open a brand from the Tracked Brands table, go to the Top Influencers tab, pick the month you want, and click Export CSV in the upper right corner of the toolbar.

You can add, remove, or swap the brands you're tracking without contacting support. Click the Manage List button on the Tracked Brands table to open the self-service brand request form. This lets you request new competitors to track or make changes to your current list.