Whether you've been using Instagram for a few months or several years, getting an Instagram audit on your brand or business is never a bad idea.

But what's the best way to do an audit on Instagram?

In this blog post, we'll share our best practices for performing an Instagram audit, as well as a free downloadable checklist to keep you up to date!

What is an Instagram audit?

An Instagram audit is a great way to ensure that your account is aligned with your business goals.

Think of this as spring cleaning – just instead of wiping down ceiling fans, improve your Instagram content.

The ultimate goal is to make sure that every Instagram feed, story, role, or IGTV video you share has a purpose and helps support your brand's goals.

To make things easier, we've created a free Instagram audit checklist that you can download:

How to do an Instagram audit

Performing an Instagram audit is a lot easier than it sounds – it's a simple process that will help your business thrive and grow.

To do an Instagram audit, the first thing you need to do is consider your business goals and KPIs (Key Performance Indicators) as these are the foundation on which you will build your strategy.

From there, you can check out your entire Instagram presence, from your visual aesthetic to the hashtags you use.

If you're looking for a thorough way to do an Instagram audit, follow the steps below and use our free Instagram audit checklist to track your progress.

  1. Goals and KPIs
  2. Marketing tools
  3. Community and followers
  4. Instagram content
  5. Branding, Voice and Aesthetics
  6. Optimize your Instagram bio
  7. Growth strategies
  8. Hashtags
  9. Analytics

Step 1: set your Instagram goals and identify KPIs

Before doing your Instagram audit, it is important to take a step back and consider your Instagram marketing goals.

When it comes down to it, your Instagram account should be an extension of your marketing and business endeavors.

To start off, ask yourself: What are your business goals and do they align with your Instagram goals?

For example, if you're a new business, you can focus on getting a foothold with your target customers. With that, your Instagram goal should be overall Follower and engagement growth.

However, if you are an established ecommerce brand, your business goal might be to generate sales. To complement this goal on Instagram, you can create strategies to drive traffic through Instagram's shopping tools.

Once you've set your goals, make sure you can accurately measure them. To do this, you can define several KPIs to be tracked for each goal.

A KPI is a metric that can be used to measure the success of a particular goal. For example, if your goal is to increase engagement, your KPIs are the number of Comments, Likes, and DMs you get.

Are you ready to set and smash your business goals? Check Our free video workshop on goal setting provided by Katie Ruddell, founder of the Vancouver plant-based chain of cafes, Kokomo Cafe.

Step 2: review your marketing tools

Take the time to review your end-to-end Instagram workflow before digging into the details of your content strategy.

There are tons of helpful tools that you can use to optimize your processes. This saves you valuable time and effort.

With Lateryou can schedule and schedule Instagram posts worth a week in under 20 minutes.

Instagram scheduler

Later on, there are tons of helpful features to enhance your Instagram strategy including:

  • Schedule and automatically publish Instagram posts
  • Preview your feed in advance with Later's Visual Instagram Planner
  • Collect user-generated content through mentions, tags, hashtags or profile searches and add it directly to your media library
  • Write subtitles (with spaces!) In bulk from the desktop
  • Monitor the analysis of feed posts and stories in an easy-to-use dashboard
  • Reply to comments from the desktop
  • Automatically post a first comment (a great way to hide hashtags for extra visibility!)

And that's not all – there is also a tool that can make your entire feed clickable so you can drive followers to your website or blog: Linkin.bio.

Drive the traffic from Instagram

With Linkin.bio from Later you can say goodbye to constantly changing the URL or the call-to-action (CTA) in your system Instagram bio and create a clickable landing page for all of your posts.

Step 3: Assess Your Engagement Levels

Running an Instagram engagement audit is so important. Ask yourself the following if you are an influencer or a brand on Instagram:

  • Do I reply to comments and direct messages (DMs)?
  • Am I chasing like-minded businesses and creators?
  • Do I interact with other accounts?
  • Do I collect UGC?
  • Am I following my most dedicated followers?

Engagement can mean different things to everyone, but in the end it comes down to having a two-way conversation with your followers.

Instagram is a great place to be build a community This requires building relationships with people – whether you answer DMs for 30 minutes each morning or block an hour every other day to interact with similar accounts.

Here's how to add authentic content to your Instagram

It is equally important to respond to tagged posts about your brand.

After all, these people love your brand enough to post about it, so you should show them some love in return.

And if the User generated content When you have a tag that matches your Instagram goals, you can re-post it on your feed or story. This can often encourage your community to keep sharing and talking about your product: a win-win situation!

Creative Instagram post ideas

TIP: If you're having trouble keeping track of your UGC, you can use it User generated content features from later to help you review and manage the flow of content.

Step 4: Check out the content that you share on Instagram

In order to grow your Instagram account, you need to be creative with your Instagram content strategy.

Are you using all Instagram formats to your advantage?

There are so many different content formats that you can share: Instagram stories, Feed posts, Roll, IGTV, Instagram is alive, Guides, and Buyable contributions.

How do I perform an Instagram audit?

Your content mix should be rounded and represent a holistic representation of your brand. Sharing a mix of content formats will keep things fresh and exciting for your audience.

Instagram is also known to be paying extra attention to new content formats, so there has never been a better time to check out newer features such as: Instagram roles and Instagram live rooms.

In addition to the formats you use, evaluate how your content visually supports your brand. Is Is it obvious what your brand is based on your recent posts?

For example if you have a In the ecommerce business, you want to make sure that your products are at the center of your content strategy – a healthy mix of product marketing footage and contextualized lifestyle content.

And don't forget to check out your Instagram story strategy.

Instagram stories are often a more talkative way to connect with audiences. They can be great at increasing engagement, increasing brand awareness, driving traffic to your website, and even making ecommerce sales.

Story sticker

One of the best ways to plan and keep track of your Instagram story strategy is to use Later's Instagram story planning tool to plan your Instagram stories.

Planning your content ahead of time will help you maintain a consistent aesthetic and publish regularly. This is especially important when you're trying to get more followers.

Step 5: review your branding, voice, and aesthetic

Now that you've covered the content formats, it's time to improve your visual presentation Branding, Tone of voice and overall esthetic.

These factors create a strong first impression on your audience and can be a determining factor in whether someone decides to follow your profile or not.

Focus on your profile picture, Instagram stories highlight coversand the top 9 most recent feed posts.

Your audience should understand who you are and what you have to offer without going through more than a few posts.

Even something as simple as the colors you choose can have a huge impact on how your brand is perceived and who chooses to follow.

How do I perform an Instagram audit?

@ Glossier

Whichever direction you choose, make sure it aligns with your brand values.

BONUS TIP: Check all of your social channels for consistency. Having the same name and profile picture across platforms will improve your recognizability and create a cohesive experience.

If any of you TikTok followers If you know a name and choose a different handle on Instagram, you may lose potential followers.

How to Get Instagram Followers from TikTok

Step 6: rate your Instagram bio

While limited to 150 characters, yours is Instagram bio you should get to the point and grab your audience's attention.

Take a moment and answer these questions:

  • Is my Instagram biologically correct and similar across platforms?
  • Is my name field descriptive?
  • Does my Instagram bio succinctly explain what my brand is / does?
  • Did I use descriptive keywords?
  • Am I optimizing the link in my bio?

Instagram only gives users one clickable link on their bio, which makes them a super valuable piece of real estate.

You can use the link in your bio to drive traffic to your website, specific product page, blog post, or beyond. However, it can be a chore to keep switching the URL and CTA every time you post.

How 6 Brands Make Sales Using One Shoppable Instagram Feed

TIP: Use a tool like Linkin.bio by Later to maximize your linking opportunities without having to manually update for each new post you share. You can find more information about Linkin.bio here.

Step 7: review your growth strategies

With over 1 billion monthly users, an ultra-smart algorithm, and tons of creative brands on Instagram, it can feel like a competitive space when you want to grow your account.

Ask yourself the following questions:

  • Do I advertise my Instagram content on other channels?
  • Do I use hashtags and location tags to improve visibility?
  • Do I partner with influencers to create sponsored content?
  • Do I partner with like-minded brands to run giveaways, acquisitions, and other co-marketing campaigns?
  • I run Instagram ads or improve Instagram posts?
  • Have I made my own Instagram Stories GIFs or AR Effects?

If you're not implementing growth strategies for your brand or business on Instagram, consider starting small by using hashtags and promoting your content to each other on your other social media channels.

For example, if you are on TikTok, Direct your TikTok audience to your Instagram Account of:

  • Connect your Instagram account to your TikTok
  • Create a compelling two-part story with Part 1 on TikTok and Part 2 on Instagram
  • Promotion of a giveaway exclusive to your Instagram community
  • Share your offer on Instagram

Another great way to boost your Instagram growth is by partnering with brands and influencers using tactics like Cooperations, Giveaways, Role content, or Instagram Stories acquisitions.

Working with like-minded brands and influencers is a great way to introduce your account to new and engaged audiences that you may never have reached before.

If an Instagram user discovered your profile through an influencer or brand they trust, they'll likely click this button if they have similar interests or are the right demographic for your brand.

Plus, partnerships don't have to be complicated or costly!

More importantly, who you work with – you, the partner, and your audience should all benefit from the collaboration.

Step 8: evaluate your hashtag strategy

Love her or hate her Hashtags are a super valuable growth strategy for any brand.

Let's start with a few basic hashtag questions:

  • Do I choose relevant hashtags for my brand and audience?
  • Do I have at least one branded hashtag that I use regularly?
  • Do I use niche hashtags instead of broad ones with millions of posts?

As you check your hashtags, focus on whether you are using this or not correct hashtags for your company.

Instead of using the most popular Instagram hashtags, it's better to find and use hashtags that are smaller, more niche, and have engaged audiences that are relevant to your industry.

How can you find these cool, creative, and community-oriented hashtags?

The best thing to do is to take a look at what Instagram hashtags your audience, competitors, and industry leaders are already using.

You can also use Later Hashtag suggestions Feature.

With the "Hashtag Suggestions" function, you can automatically find relevant hashtags for your posts based on the hashtags you are looking for.

Using relevant hashtags can be a great way to help the Instagram algorithm recognize your niche and serve your content to relevant audiences based on their interests.

Step 9: improve your analytics reporting

Immerse yourself in your Instagram analysis is more than just figuring out which photo, video, or story works best.

Really understand how your content is working – by doing critical tracking Instagram metrics Over time – is the key to developing a content strategy that works for your business.

You'll make more informed decisions about your brand or business and apply changes that will make a real, positive difference to your Instagram account.

Like you Monitor your analyticsYou may find that certain posts are underperforming or overperforming.

The more familiar you are with what works and what doesn't, the easier it will be to create engaging content for your audience in the future.

For example, if you find that you are getting a lot of traction with your Instagram Stories but very little with your IGTV videos, you can spend more time creating story content.

Whether you're presenting analytics to your boss, team, or client, tracking your key metrics on a social media report is key to growing your account (and your business). Read our step-by-step guide How to Create Your Own Social Media Report for Instagram.

And that's it, you did it – your Instagram audit is complete!

Make the most of your Instagram account by using this guide as a starting point for your next Instagram audit.

Download our free Instagram audit checklist to track your branding, content, community engagement, growth strategies, and more!

Written by

Jessica Worb

Jessica is a creative problem solver and content writer. Jessica comes from Winnipeg, a city in the middle of Canada. She currently lives and works in Paris, France. Follow us on @jessicaworb.


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