A Quick Guide to an Instagram Audit
Here are some tips on conducting a simple profile audit on your Instagram business account.
Why do an Instagram Audit?
An Instagram audit will help you understand what is working and areas that can be optimised for improvement.
It answers questions such as,
Does your profile follow visual design best practices?
Are you following your brand guidelines? Is it consistent with your other online profiles?
Can your visitors easily see who you are and how to get more information?
Are you posting the right content? Does it follow Instagram's best practices? Does it follow your social media strategy? i.e., Is it the right content for your audience and your business?
Are you getting enough engagement?
Here is a quick checklist as you go through your Instagram audit.
1. Profile Basics
Check if the profile name, username, and profile picture (or logo) are clear and relevant. The bio should accurately describe the account and include a call to action. Since Instagram currently only allows for a single link, create a link-in-bio to direct your audience to a single page with various links you will reference in your content.
2. Content
Evaluate the quality of posts (images, videos). Are they high-resolution and visually appealing? Is there a consistent aesthetic or theme? Is it reflective of your brand - visually, style, and tone? Look at the captions as well - are they engaging and informative, and do they encourage interaction?
3. Engagement
Check the likes, comments, and shares on the posts. High engagement often means the content resonates with the audience. Note any trends in which posts get more attention. 👉 Download: Instagram Engagement Strategy Checklist. (Free in your client portal)
4. Hashtags
Look at the use of hashtags. Are they relevant and not overused? Good hashtag use can increase visibility.
5. Posting Frequency
Are you posting regularly and consistently? Establish a consistent posting schedule that aligns with your audience's expectations. Whether it's daily, several times a week, or once a week, stick to a regular routine. Consistency helps to maintain engagement and keeps your brand top of mind for your followers. Remember content quality over quantity. Monitor the results of your posts and adjust your strategy accordingly.
6. Followers vs Following
There isn’t a proven ideal followers-to-following ratio on Instagram that universally applies to all users, however, a healthy ratio typically leans towards more followers than following. If it's the other way around, it might imply low influence or reach.
7. Instagram Stories and other Features
Are you utilising all the current features available on Instagram? For example IG stories, Reels, and Shopping features? If you haven’t had a chance to review all features, be sure to have that as part of your audit. Using a variety of eatures can significantly boost interaction with followers. Follow Instagram Official Blog to stay up to date.
8. Highlights
Are you using highlights to archive memorable stories? They should be organised and labelled clearly. Be sure to follow the style and branding of the rest of your profile when creating highlight covers. Check out this article for some tips on using Instagram Highlights - 14 Ways to Use Instagram Stories Highlights for Marketing - socialmediaexaminer.com
Remember, an audit should help you identify strengths and areas of improvement. Ultimately, the strategy should be tailored to your business's goals, whether building brand awareness, selling products, or providing a service.