How to Perform an Instagram Audit

What is an Instagram Audit?

You’re familiar with the term audit – tax audit, financial audit, compliance audit etc. An Instagram Audit is no different.

It’s an inspection of your Instagram account to gather insights to help you improve going forward.

You’ll answer questions during the audit that are critical in ensuring success:

  • Does your account represent your brand?
  • What is your most engaging type of content?
  • Is your Insta account working with your current marketing goals?
  • What are some noticeable errors that need to be fixed?

And that’s just to name a few. You will be surprised at what you learn about your account when during an Instagram Audit!

How do we Perform an Insta Audit?

Before We Begin

An Instagram Audit can seem a little overwhelming at first glance. If you feel like there are too many moving parts to your account you can break it down into separate audits based on;

  • Content
  • Followers
  • Branding and style

Check Your Goals and Target Audience

If you didn’t clearly define your goals and target audience before starting your Instagram account, that’s fine. But, going forward you must do it! If you did – perfect!


What were your goals when you started? Did you want to reach X amount of followers? Did you want to direct people to a certain landing page?

Write these goals down on a piece of paper and see how your Instagram account has gone trying to achieve them.

Target Audience

You should know some basic info about your target audience. What’s their age and gender? Likes and dislikes? Write these down on the piece of paper below your goals.

Make sure you really understand your goals and target audience because they will allow you to better understand how successful or unsuccesful you’ve been so far.

Clean Your Profile

Okay, this is exactly what it sounds like – a clean up. Let’s go through the Instagram basics and make sure your profile is up-to-scratch.


Instagram: @cityofperth

Make sure your bio is up-to-date with all links and other contact information. If you need some help with your bio, you can find some inspiration here.

Here’s some info you need to be aware of so you can nail your bio:

  • 30 character limit for username
  • 150 character limit for description
  • Profile Pic (mobile) 110 x 110px
  • Profile Pic (desktop) 180 x 180px

Style and Aesthetic

Instagram: @losoapparell

You should be using your Instagram account to convey a certain type of visual identity and style to your followers.

Below are some things to consider:

  • Preferred colour scheme
  • Tone of voice
  • Type of content
  • Captions
  • Hashtags
  • The way you communicate to your followers

You want your Instagram profile to have a similar feel to the rest of your social media profiles and marketing channels.


If your brand has a style guide, make sure you try to keep to it as much as possible.

Monitor Your Use of Hashtags

Hashtags are vital in building your followers. You can currently use up to 30 hashtags per post.

You want to ensure you’re using hashtags that are relevant to your content.

A great way to get followers to engage with your brand is to create hashtags that are specific to your brand.

Check out our post that details how to use hashtags to grow your Instagram account

Weed Out Your Fake Followers

Fake followers make your brand look BAD.

Here are some things you should look out for when trying to identify fake followers.

  • A profile with unusual engagement rates. A legitimate Instagram account will have engagement rates of about 1.5-3% of their followers.
  • Irregular posting. A lot of posting for a while, but then little
  • Spammy and pointless comments
  • Blank, copied or hidden profile sections

If you identify fake followers make sure you remove them from your profile.

Identify Top and Low Performing Content

It’s perfectly normal for some posts to perform better than others.

One day you will post something and it’s as if you’ve struck gold. Other days you’ll post something and you’ll wonder if all your followers have deactivated their Instagram account.

Analysing your content and gaining an understanding of what resonates with your audience will help you create more successful posts instead of failures.

Some things to consider:

  • Does your audience prefer videos over images?
  • Do you get higher engagement with a certain colour scheme?
  • Do photos with people in them perform better than photos without people?
  • Does having a call to action increase engagement?
  • Is your placement of hashtags a factor in engagement – comments or captions?

So, what are you waiting for? Complete your Instagram Audit and start smashing goals in 2020!

Have you completed an Instagram Audit before? What are some things you would suggest? We would love to hear from you in the comments below!