How to Do an Instagram Audit

How to do an instagram audit

An Instagram audit is one that dives deeper into your online presence.

It analyzes what is going on, what’s working, and what isn’t about this particular channel.

Basically, if you rely on being online to power your business, you should consider an audit.

This could be a business, a side-hustle, or simply evaluating just how “strong” your voice is online.

It helps determine how much influence you have.

You’ll even figure out the conversations you are capable of having – based on those you are currently reaching.


How can you do it?

Here are the eight steps you need to take to perform an effective Instagram audit.


Step 1 – Define Your Goals

Start off with something simple. Start by defining success.

What are you looking to do, and how are you trying to position your profile amongst all of the others?

You might be looking to grow your audience, to promote new products or services, or to drive people to click the link in your bio and convert.

Start with the small stuff and understand why you’re getting started in the first place.


Step 2 – Define Your Audience

How to do an instagram audit

Once you have a better idea of what you want to do, you need to figure out who you want to reach, and who is already consuming your content.

All you need to do is take a look at your Instagram insights, and you’ll start uncovering loads of information to see if you’re targeting the right age, gender, location, and demographics that you want to connect with.


Step 3 – Find Your Voice

Instagram auditing

When it comes to your voice, there’s just one golden rule: be consistent.

Take a look at your bio, your captions, and your responses to comments – do they all sound like they’re coming from the same person?

Consider some of the words you’re using, and think about whether or not they’re capturing the right energy.

Could you make it more professional, more casual, or more reliable?

Last, but not least, your Instagram needs to be consistent with your other channels.

That includes your website and all of your other marketing materials.

Know how you want to sound, and then actually sound like it.

In this instance, you might want to consider a tool like Buffer to keep your social media in one place, so that you can analyze on the fly.


Step 4 – Picture Perfect Quality & Aesthetics

A picture paints a thousand words. And it can also convince your audience to like, comment, and even convert.

The biggest mistake that brands make is not investing in photo quality. How is the lighting in your photos?

Do you utilize good composition and strong editing?

Your photos not only need to be good, but they need to follow a consistent aesthetic (which goes hand in hand with your voice).

The images you choose need to line up with your brand’s style and values.

instagram feed asthetic

Source: Instagram

The image above is from the Japanese fashion brand Uniqlo.

They use lots of muted colors, coupled with high-quality photos, in order to give a real feel for the clothes they are selling.

It helps improve the experience because it gives a better sense of the product, (almost as though you could reach out and touch it yourself).


Step 5 – Be Consistent

How does your feed look?

The best Instagram feeds communicate what they are selling (if they are selling anything) before anyone even clicks on an image or reads a caption.

If your feed looks consistent, your overall presence and effectiveness as a brand will follow suit.

There needs to be a method and, as always, it needs to be consistent.

Instagram aesthetic

Source: Instagram

Look at the example above.

It doesn’t take more than one second to see what Burger King is selling from the look of their Instagram page: burgers.

No matter what you are selling, or what you are trying to promote (even if it’s yourself), it needs to be readily understood and available to the user.


Step 6 – Engagement Review

What does it mean to be engaged?

On Instagram, it means to go through post by post to look and see which posts receive high engagement – and which ones get low.

How do your users respond to certain types of content?

Do they respond to you when you ask questions?

Have you been replying to direct messages?

Determine if your content is engaging, and if it is engaging for the right reasons.


Step 7 – Review Your Followers

You’re going to want to keep a close eye on who’s interested in your content.

Check out your most commenting followers, as well as your most recent adds.

Do they look real or do they look like bots?

Do they figure into your target demographic?

Are these the people you want to target?

instagram follower audit

Do a deep dive into your followers, and gain a bit of perspective about whether or not they are the right ones for you.


Step 8 – Hashtags

Your hashtags are how you help spread the word about your posts.

With that in mind, are they too generic or too specific?

Are they hitting the right mark, or falling flat?

Really understand the best practices when it comes to hashtags, and analyze the ones you’re currently using.



If you’ve ever wondered about how effective your Instagram account is, you need to gain a better understanding of how it is currently performing.

An Instagram audit can help shed some light on your content, your followers, and the power of your voice online.

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Faith Hartley