You know that feeling when you're scrolling through your competitors' social media and thinking, "Wow, they're everywhere"? Yeah, I get it. But here's the thing – being everywhere doesn't mean they're doing everything right. In fact, some of the biggest opportunities for your business might be hiding in the gaps they're leaving wide open.
I've been helping businesses in Colorado Springs and beyond with their local SEO strategies, and one thing I've noticed again and again is how easily companies get caught up trying to copy their competitors. They end up missing the real treasure: all the platforms and content types their rivals are just plain ignoring.
Let's be honest – most people approach competitor research like they're trying to become a carbon copy of their biggest rival. They see a competitor killing it on Instagram, so they rush to post daily stories. They notice someone else has a killer LinkedIn presence, so they start sharing industry articles left and right.
But here's what they're missing: the real opportunity isn't in doing what everyone else is doing. It's in finding what nobody's doing and owning that space completely.
According to recent industry data, businesses that focus on social media opportunities nobody else is touching see 73% higher engagement rates compared to those just following the crowd. That's no accident – it's basic supply and demand. Less competition means way more attention for you.
Before you can find the gaps, you need to understand what's already filled. I'm not talking about a quick scroll through your competitors' feeds. I mean really digging into their content strategy.
Start by figuring out your top 5-7 competitors. Don't just pick the obvious ones – include that scrappy startup that's been gaining traction and maybe even a business from outside your immediate area that's doing something interesting.
For each competitor, document:
Here's a pro tip from my years working with local businesses: don't just look at what they're posting. Pay attention to what they're NOT posting. That's where the magic happens.
Each social media platform has its own personality, and your competitors might be completely missing the mark on some of them. Let me break down what to look for:
Everyone thinks they've got Instagram figured out, but most businesses are still stuck in 2019. They're posting pretty product shots and calling it a day. Meanwhile, Instagram has evolved into a full-blown discovery and shopping platform.
Look for these common gaps:
If you're a local business in Colorado Springs, and your competitors aren't showcasing the beautiful Colorado backdrop in their content, that's a massive missed opportunity you can totally jump on.
I can't tell you how many B2B companies I've worked with who treat LinkedIn like an afterthought. They'll share the occasional company update and think they're done. Meanwhile, LinkedIn's algorithm is practically begging for authentic, valuable content.
Common LinkedIn gaps include:
If your competitors are over 35, there's a good chance they're completely ignoring TikTok or approaching it all wrong. TikTok isn't about perfect production value – it's about authenticity and entertainment.
The platform has shown huge growth, with business accounts seeing an average engagement rate of 17.5% in 2024, compared to just 1.22% on Instagram. Yet many bigger businesses are still sitting on the sidelines.
YouTube requires more effort than other platforms, which means many businesses avoid it entirely. If your competitors aren't consistently creating video content, you've found a potential goldmine.
Look for gaps in:
Platform presence is just part of the equation. The real opportunities often lie in the types of content your competitors aren't creating.
Most businesses talk about wanting user-generated content, but few actually have a strategy for encouraging it and making the most of it. If your competitors aren't actively showcasing customer content, you can build incredible trust and authenticity by doing so.
I'm always amazed by how many businesses avoid sharing educational content because they're worried about "giving away secrets." Meanwhile, companies that consistently educate their audience build stronger relationships and become the go-to experts in their field.
For local service businesses, this could mean sharing maintenance tips, explaining industry regulations, or helping customers understand when they need professional help versus when they can DIY.
Social media is called "social" for a reason, but many businesses treat it like a broadcast channel. If your competitors aren't actively responding to comments, joining conversations, or engaging with their community, you can stand out simply by being genuinely social.
You've done your research and found so many gaps that you don't know where to start. This is actually a good problem to have, but it can be paralyzing.
Solution: Figure out what's most important based on your resources and who you're trying to reach. If you're a visual business, start with the visual platforms your competitors are neglecting. If you're B2B, focus on LinkedIn gaps first. Don't try to fill every gap at once – you'll just spread yourself too thin.
You find a platform your competitors aren't using and immediately want to jump on it, even if your audience isn't there.
Solution: Always check if it's really a good fit. Just because your competitors aren't on a platform doesn't mean you should be either. Make sure your target audience is actually active there before putting in the time and effort.
You spot great opportunities but then struggle to keep up with consistent content creation and engagement.
Solution: Start small and put systems in place. It's way better to own one platform completely than to have a 'meh' presence on five. Create content calendars, batch your content creation, and use scheduling tools to keep things consistent.
Before you jump into any new platform or content strategy, make sure you know about all the rules and regulations. The FTC has been increasingly strict about disclosing sponsored content and partnerships. If your competitors are cutting corners on proper disclosures, don't follow their lead – always use proper #ad and #sponsored hashtags when required.
Also, if you're in a regulated industry like healthcare, finance, or legal services, make sure your social media content follows the specific rules for your industry. What looks like a missed opportunity might actually be a compliance issue your competitors are correctly avoiding. Smart move on their part, right?
Research without action is just interesting information. Here's how to turn your gap analysis into actual results:
List all the gaps you've found and then sort them by:
Look for opportunities that require minimal resources but could have immediate impact. Maybe your competitors aren't using Instagram Stories polls – you could start doing that this week. Or perhaps they're not responding to comments – you can begin engaging more actively right now.
Some opportunities require more investment but offer bigger payoffs. If none of your competitors are creating video content, that's a significant opportunity, but it'll take time to learn how to do that well.
You can't improve what you don't measure. As you start filling the gaps your competitors have left open, track:
For local businesses, also pay attention to local engagement metrics. Are you getting more mentions from people in your service area? Are local customers finding you through these new channels?
Here's the thing about gap analysis – it's not a one-and-done deal. Social media moves fast, and new opportunities keep popping up all the time. Your competitors will eventually catch on to what you're doing, and new platforms will launch.
Make competitive analysis a regular part of your marketing routine. I recommend doing a thorough review quarterly, with quick monthly check-ins to spot emerging trends.
Also, don't just look at direct competitors. Some of the best opportunities come from seeing what businesses in similar industries are doing well. A restaurant might learn from a retail store's social strategy, or a law firm might adapt tactics from a consulting company.
Finding social media opportunities nobody's touching isn't about having the biggest budget or the most followers. It's about being strategic, observant, and willing to try things your competitors aren't.
The businesses that win on social media aren't necessarily the ones posting the most or spending the most on ads. They're the ones who understand their audience, identify where the conversation is happening, and show up consistently with valuable content.
Whether you're a local service business trying to dominate local search results or a growing company looking to expand your reach, the gaps in your competitors' social media strategies are your biggest chances to grow.
Remember, every major social media success story started with someone seeing an opportunity that others missed. Your next big breakthrough might be hiding in plain sight – in the spaces your competitors have left empty.
Ready to start spotting these opportunities for your business? The best time to begin was yesterday. The second-best time is right now. Start with one platform, one content type, or one engagement strategy your competitors are neglecting, and build from there.
Need help putting together a complete local digital marketing strategy that includes social media gap analysis? Get in touch – I'd love to help you find and make the most of the opportunities your competitors are missing.
