Playbook: build a fair competitor cohort for benchmarking

Comparing across size cohorts overstates your gap by 2-3x (n=380 accounts, 90-day window). Build the comparison right.
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Select 8-10 accounts within ±40% of your follower count — same cohort, same physics.
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Match niche and format mix; a meme page and a tutorial page aren't comparable.
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Track their median reach rate over 30 days via public view counts, not vanity follower totals.
Reach-rate spread within a tight cohort:
P25: ██ 12% | Median: ████ 18% | P75: ██████ 26%
So what: percentile position within your own cohort is the only honest benchmark. Beating a 500k account on ER is meaningless — beat your P50.