When comparing performance against competitors using third-party analytics tools, what is the most reliable metric for determining competitive advantage in content engagement?

When comparing performance against competitors using third-party analytics tools, the most reliable metric for determining competitive advantage in content engagement is the 'Engagement Rate' calculated as a percentage of followers. This metric normalizes engagement across accounts of different sizes, providing a fair comparison of how effectively each account is engaging its audience. Simply comparing total likes, comments, or shares can be misleading, as larger accounts will naturally have higher raw numbers. However, engagement rate (calculated as total engagement divided by the number of followers) reveals the true level of audience involvement. For example, an account with 10,000 followers and an engagement rate of 5% is performing better than an account with 100,000 followers and an engagement rate of 1%, even though the larger account may have more total likes and comments. This normalized metric allows for a more accurate assessment of content strategy effectiveness and competitive positioning.