We all know what it feels like to pull our hair out over Instagram. But if you’re over wondering what’s working, and want to know what you should do to improve, it’s time for an Instagram audit!
I offer these to clients both as a standalone service and as part of my strategy sessions and during onboarding for social media management, but today I’m giving away my process for free. So instead of paying me to audit your account for you, you can conduct your own!
First things first: What is an Instagram audit?
An audit of anything involves taking a deep dive into what’s working, what isn’t, and what you should do to improve it. When it comes to your Instagram, this means looking at your
- bio
- highlights
- pinned posts
- other content
- captions
- engagement strategy
- and insights
and getting honest with yourself about where you’re doing well – and what you could change.
Why Are Audits Useful?
An audit isn’t just for if you’re in dire straits and feeling completely despondent about your marketing. They’re also a fantastic tool to evaluate your progress, make small shifts to optimize your efforts, and ensure you’re on track for your goals! Regularly auditing what you’re posting on social media helps you make better decisions.
The 6 Steps of an Instagram Audit
Now, let’s get into the good stuff: How to actually audit your Instagram!
Step #1: Get Clear on Your Goals for Instagram
What do you actually want out of your Instagram? And is that goal achievable based on a) the amount of content and engagement you’re able to create and b) what the platform can impact in your business?
Clients will often come to me wanting to get more sales through their Instagram – but social media is only one small piece of your customer journey, and an excellent presence there may not translate to more $$$. (Wondering what social media can do for your business? Check out this blog post on the ROI of social media management)
Consider if your goal is to generate more comments and DMs, if you want website traffic, if you want to grow your following to increase brand awareness. All of these are valid goals, but which one you’re choosing to pursue will impact how you show up on Instagram!
Step #2: Is Your Bio Making the Right First Impression?
Alright – now that we’ve got you thinking about your goals for Instagram, it’s time to evaluate if your bio is making the right impression. There’s a couple items to consider here:
Your Name Field
If you’ve followed me on Instagram for a while you’ve definitely heard me talk about this, but I’ll say it again: your name field is KEY for your discoverability. If you’re only repeating your username, or using your personal name, you’re missing out on people finding you who don’t know your business name yet!
Here’s what I mean: Instead of ABC Social Media Management, my name field is “Social Media Manager for Interior Designers & Air BnBs.” This means that someone looking for a social media manager for interior designers will come across me even if they’ve never heard of ABC Social Media Management.
If you’re not sure what to put in your name field, start brainstorming what someone who has never heard of you, but wants to work with someone who does what you do, would google. For example, maybe they’re search “Florida Luxury Interior Designer” or “Branding Agency for Product Businesses.”
Your Bio
You get 150 characters, and they need to pack a punch! While “I help” statements are a thing of the past, you do want to make it clear who you are, what you do, and who should want to work with you.
Your Website
Finally, make sure you’re telling people why they should click the link in your bio – and that it’s easy to navigate when they do! My personal preference is to have a custom links page on my website so I’m sending traffic to my site, but a well-designed biosite, linktree or milkshake can also work.
Step #3: Your Highlights
Once someone’s read your bio, the next thing they’ll see when they decide to stick around are your highlights. Think of these as mini pages of your website; you want that potential client to be able to find key information here! I recommend most businesses have the following:
- About
- Services/Products
- FAQs
- Behind the Scenes
- Personal/Misc
With highlights, while you get up to 100 stories per highlight, you don’t want to fill them up to the max. Opening up a highlight to see 100 little dots is overwhelming. Make sure you’re curating these highlights with relevant information, so viewers don’t exit!
Step #4: Your Pinned Posts
Some people think pinned posts are the best update ever; others could care less. Personally, I find them a helpful tool to ensure your most important information is easily accessible to a new follower. I recommend using your three pinned posts on
- a personal introduction to you and your business
- an explanation of the services you offer
- and something valuable for your ideal client
Step #5: Your Content (+ Insights)
Now it’s time to take a deep dive into the content you’re sharing. To do this, you need to look at the qualitative AND the quantitative data.
Qualitatively, what content feels exciting for you to create? What do you enjoy sharing about? What content feels hard to create or put out there?
Quantitatively, take a look at your insights to learn what your audience responds to. Do they prefer carousels to reels? Does a particular type of content or topic generate more saves versus shares versus comments? Do you have a lot more educational content than promotional, or some other weight – or is it evenly balanced?
Step #6: Your Engagement
And finally, take a look at your engagement strategy. Now, if you’re guilty of passively scrolling for hours – don’t sweat it. Active engagement is a skill you have to hone!
Frequently Asked Questions about Doing an Instagram Audit
What type of results should I see from an Instagram Audit?
After performing an audit, you should feel greater clarity around your purpose on Instagram and how you need to show up for your target audience. After implementing the fixes you’ve identified you need to make, you will likely see greater engagement and more leads as well!
How long will it take me to complete my Instagram Audit?
I can complete an audit in about an hour – however, if you’re new to the process, I recommend blocking out 2 hours so you don’t feel rushed. This can of course be split up into multiple working periods!
Can I use this process on other platforms?
Absolutely! While some of the recommendations above are Instagram-specific, you can use the gist of the audit to evaluate your content and strategy on other social media platforms as well.
What If I Don’t Want to DIY?
I get it: If you’d rather have an experienced social media manager provide you with insights & recommendations, I’m not going to tell you no! Book your Instagram audit here and get a refreshed bio, highlight cover templates, pinned post recommendations, and a loom video walking you through what I would change & why.
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