In the era of digital marketing, keeping an eye on what your competitors are doing, especially on platforms like Instagram and Facebook, is of paramount importance. Meta, the company behind these two social media giants, offers tools like "Page Transparency" and "Ad Library" that allow businesses and marketers to gain insight into competitors' advertising strategies. Here we explore how you can use these tools to spy on your competitors' ads and understand which audience has seen their ads.
Find the ads via the Competitor Facebook page
The "Page Transparency" section on Facebook and Instagram gives you insight into which pages are running ads and other relevant information about the page's history, such as name changes and country of origin. To access this information:
- Visit the Competitor's Page: Go directly to your competitor's Facebook page or Instagram profile.
- Look for the "Page Transparency" section: On Facebook, you can find this in the sidebar, while on Instagram you need to click on "View Professional Dashboard" and then "See All Insights".
- Explore Active Ads: Here you can see if the page is currently running ads on Facebook, Instagram, or any other Meta platform.
Find competitor's ads via Metas Ad Library
Meta's "Ad Library" is an even more powerful tool that provides an open and transparent overview of all ads running or recently run across the Meta platforms. Here's how to use it:
- Visit the Ad Library: Go to the Facebook Ad Library.
- Search for a Page: Enter the name of the competitor's page in the search field. You can search globally or specify a region.
- Review the Ads: You will now see a list of all the ads the page is currently running, including information about when the ads started and what platforms they are running on.
Analyze the target audience
Via Meta's "Ad Library", you can also see which target groups have been exposed to the ads via European advertisers. This can give you important insights into the audience they are advertising to. More exposure most likely means that the ads are performing well and the target audience is relevant. However, you should take this in context and evaluate it systematically with qualitative data to draw any meaningful conclusions.
Use the data to inform your strategy & planning
Spying on your competitors' ads on Instagram and Facebook can provide valuable information for your own strategic planning. Analyze:
- Ad types: Which formats do your competitors use most? (e.g. image, video, carousel)
- Message: What language and offers do they highlight in their ads?
- Design: What is their visual style? What colors and images do they choose?
- Target audience: Which audiences get the most exposure? Do they match your ideal audience?
Get inspired for better ads & targeting
While it is legal and customary to research competitors' public advertisements, it is important to always act ethically and within the bounds of good business practice. Use the information you gather to inspire and inform your own strategy, rather than directly copying.
Executive summary
Meta's Page Transparency and Ad Library are invaluable tools for gaining insights into competitors' advertising strategies on Facebook and Instagram. By analyzing their ads, you can gain a deeper understanding of the market and better adapt your own marketing strategy to meet your goals. Remember, the key to success lies in using collected data in an ethical and strategic way to create unique and effective campaigns.
Oliwer Brewitz
Account Manager & Project Manager
Do you want help with advertising via Meta?
Contact me today and I'll tell you how we can help you with advertising on Facebook & Instagram.
Email me at oliwer@affiliated.se or call me on +46 704 55 14 48