The Similarweb for social media
Similarweb tells you how a competitor's website performs: traffic, sources, audience. Scolto does the same job for the social web. It tracks competitors' social pages, their ads and their app reviews, reads what consumers say in the comments, surfaces insights and builds your reports, with the evidence linked.
Why there is no "Similarweb for social" yet
Most social tools answer one slice of the question. Publishing suites measure your own accounts. Listening tools count mentions of keywords. Benchmarking tools compare follower and engagement numbers. Ad libraries show ads one brand at a time. App-review tools stop at the app store. A marketer who wants the full picture of a competitor ends up with five tabs and a spreadsheet. Scolto puts one AI analyst across all of it.
Similarweb vs Scolto: the same questions, a different web
| The question you ask | Similarweb (websites) | Scolto (social) |
|---|---|---|
| How big is this competitor right now? | Visits, rank | Reach, engagement and share of voice across 7 networks |
| Where does their attention come from? | Traffic sources | Which platforms, creators and posts drive the conversation |
| What are they promoting? | Paid search and display | Live ads on Meta and Google, and how long each has run |
| What do customers think? | Not covered | Comment threads, Reddit discussions, App Store and Google Play reviews |
| What does AI recommend? | Not covered | How often ChatGPT, Gemini and Google's AI name each brand, and the sources they cite |
| What changed this week? | Trend charts | An analyst's read: what moved, why, and what to do |
Similarweb does report social as a traffic source - how many visits Facebook, YouTube or Reddit send to a website. What it does not measure is what happens on the platforms themselves: the posts, the replies, the ads and the verdicts. That is the half Scolto covers.
What Scolto watches
- What competitors say - their posts and ads, and which messages they keep running. See competitor ad tracking.
- What consumers say - comments, groups and threads, grouped into themes you define.
- What is said about your brand - including direct comparisons with rivals, and the complaints ranked out of your app reviews. See app review analysis.
Sources today: Instagram, TikTok, Reddit, X, Facebook, YouTube and LinkedIn (including comment threads), the Meta Ad Library, the Google Ads Transparency Center, Google Play, App Store and Google Maps reviews, Google News, and the answers ChatGPT, Gemini and Google's AI give about your category (see AI visibility tracking). For web traffic, Similarweb stays the right tool; plenty of teams run both.
How it works
- Brief it in one line, like a ticket - "Watch our 3 main competitors and flag anything new."
- The analyst collects public evidence and tests what changed.
- You get insights, alerts and ready-made reports in Slack, WhatsApp, email or a share link, with every claim linked to its source.
How Scolto compares with nearby tools
- Socialinsider, Rival IQ - strong for benchmarking social metrics. Scolto adds ads, app reviews and written analysis.
- Brandwatch, Meltwater, Sprinklr - enterprise listening suites with long setups and custom pricing. Scolto is self-serve from $49/month. See our Brandwatch alternative and Sprinklr alternative pages.
- Competitors.app - a web-wide feed of competitor changes, including websites. Scolto goes deeper on social conversation.
- AppFollow - app-review specialist. Scolto combines reviews with social and ad signals.
The full side-by-side, with pricing, is in social listening and competitor analysis tools compared.
The broader picture, and every capability page, is on the social intelligence hub. Prices are on the pricing page.
Frequently asked questions
Is there a Similarweb for social media?
Not in the traditional sense, because social data is spread across networks, ad libraries and app stores. Scolto brings those sources together and has an AI analyst report on them.
Does Scolto estimate website traffic like Similarweb?
No. Scolto covers social networks, ads and app reviews. Use it alongside a web analytics tool.
Does Similarweb track social media?
Similarweb reports social as a traffic source: how many visits social networks send to a website. It does not measure what happens on the platforms themselves - posts, comments, ads or sentiment.
Is there a Similarweb for Facebook, Instagram or TikTok?
Scolto plays that role. For a competitor's Facebook, Instagram or TikTok presence it tracks what they post, how their audience reacts in the comments, the ads they run and their share of the conversation against yours - the social equivalent of sizing up a competitor's website.
Which networks does it cover?
Instagram, TikTok, Reddit, X, Facebook, YouTube and LinkedIn, plus the Meta Ad Library, the Google Ads Transparency Center, Google Play, the App Store, Google Maps reviews, Google News, and AI answers from ChatGPT, Gemini, Google AI Mode and AI Overviews.
How much does it cost?
From $49/month (Solo), $149/month (Studio), custom for Scale.
Can I track a competitor's ads?
Yes. Scolto reads live ads in the Meta Ad Library and the Google Ads Transparency Center and tracks how long each one has run. Long-running ads are usually the ones that work.