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Create and monitor competitor streams in the HubSpot social tool (BETA)

Last updated: May 16, 2024

Available with any of the following subscriptions, except where noted:

Marketing Hub   Enterprise

Use competitor streams in HubSpot's social monitoring tool to keep track of your competitors' top posts across Facebook, Instagram, and X.

Learn more about how to use competitive social analytics to refine your social strategy, drive more leads, and win more customers on the HubSpot User Blog.

Please note: Please review the AI-generated replies for biases and inaccuracies. To provide and improve the product, HubSpot logs and stores your prompts, generated outputs, and usage metrics when you use HubSpot's AI tools. HubSpot shares your prompts with AI Service Providers to enable your use of this tool, and AI Service Providers access your prompts and generated output for content moderation purposes. Your prompts will be attributed to you. By using this tool, you agree to comply with HubSpot's AI Service Providers’ policies.

Create and edit competitor streams

  • In your HubSpot account, navigate to Marketing > Social.
  • At the top, click the Monitor tab.
  • In the left sidebar menu, under Competitor Streams, click Create stream.
  • To edit your competitor streams, in the top right, click Edit competitors
  • In the right panel, click Add competitor and enter the competitor's website URL into the text field.
  • After adding your competitor, click Save. Posts from this competitor’s Facebook, Instagram, and X accounts will be added to your competitor streams.
    • To view a competitor's social accounts, under the competitor's name, click the social icons.
    • To stop monitoring a competitor, click the delete trash icon next to the competitor's name. 
  • To add another competitor, click Add competitor again. You can add up to two additional competitors.
  • After adding your competitors, click the X at the top right to return to your streams. 


Monitor competitor streams

After adding competitors to your competitor streams, you can compare the top posts across all selected competitors, or filter by individual competitors.

  • In the left sidebar menu, click All Competitors to see posts from all of your competitors, or click the name of a competitor to filter for posts by that competitor.
  • At the top left, filter your competitor stream:
    • Social network: filter your competitor's posts by social network such as Facebook or LinkedIn. 
    • Time period: filter your competitor's posts by the time period published. 
  • By default, social posts in your competitor stream are sorted by published date. You can also click the Engagement Totals or Engagement Rate column headers to sort posts by these metrics.
    • Engagement totals: sort by the total number of interactions with a social post.
    • Engagement rate: sort by the percentage of the number of post interactions divided by the number of followers for the account.
  • If it's likely that a competitor has paid to spread a particular post beyond their organic social following, $ Likely boosted will appear below the post content.


  • In the table, click any social post to display the full post content, post image, and a breakdown of the post engagements.


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