Surely, you know that devising an effective social media strategy requires access to actionable data, right? And that this also applies to Instagram?
But when you get the reins to grow a client’s Instagram account, where do you get these data from? How do you know the best time to post? Or what type of post resonates with your client’s Instagram followers? Or how fast your client’s audience is growing?
Simply put, what you need to do is to perform an audit on the Instagram profile. This will help you understand where you stand. And measure your growth rate accurately against competitive benchmarks.
In this post, you’ll learn why an Instagram page audit is useful as well as simple steps to run one on your clients’ Instagram accounts. And finally, I’ll also show you 10 tools that you can get started with to run social media audits for your clients.
Ready? Let’s dive in.
Why should you run an Instagram page audit?
Are you wondering why you should spend hours of your time auditing your clients’ Instagram account?
Below are some of the ways in which an Instagram page audit can help you and your clients achieve great results.
1. Gives you a deeper understanding of your client’s followers
You definitely have ideas about how to grow your client’s Instagram account. But none of those ideas would matter if the Instagram account in question has had a shady past, like getting followers through bots.
Why would this be a problem?
Well, fake followers skew your engagement metrics, making it difficult to come up with a thought-out content plan for your client’s Instagram audience.
Therefore, it is important that you identify and remove fake followers in order to begin your Instagram strategy on a clean slate.
How would an Instagram account audit help you learn more about your clients’ followers? Here’s how.
- It would tell you how many legitimate (and fake followers) the Instagram account has
- It would tell you your clients’ followers demographics which can inform your strategy decisions
Related article: How to Clean Up Instagram From Bots And Dead Accounts?
2. It helps you understand their content strategy
Before you go in and switch everything concerning your clients’ content up, you need to first understand how their content has performed historically.
You need answers to questions like
- What’s the best performing content?
- Why did this particular content perform well and others didn’t?
An Instagram page audit helps you answer these questions definitively.
This way, you wouldn’t waste time churning out content after content that wouldn’t resonate with your client’s Instagram audience.
3. It helps you improve clients’ Instagram profiles
A well-optimized Instagram profile sends the right message to your clients’ Instagram visitors. It ensures that everyone who visits that Instagram profile immediately understands what that profile is about and what value they might gain from the brand.
An Instagram page audit will allow you to assess important things like the profile’s theme, bio, profile picture, highlights, link in bio, and so on; helping you increase conversions and driving your clients’ marketing goals.
Related article: Get Inspired by 50+ Instagram Bio Ideas for Your Business Profile
How to run an Instagram page audit for your clients
Now, you know why an Instagram page audit is important. But that doesn’t make the job of conducting one for your clients easier, does it?
Below, I’ll outline steps that you can follow to conduct a complete Instagram page audit for your clients. As you’ll find out soon, these steps can be divided into three categories
- Auditing your followers
- Auditing your content
- Auditing your brand
I’ll talk about them soon. But before we begin, there is one step that is often given little attention. And that is to clearly define your goals.
You’ve probably heard of the saying “to begin with the end in mind”. Well, that’s exactly the mindset to have before you dive into your client’s Instagram account.
You want to convince your clients that Instagram is a good investment and that means showing them how Instagram fits into the larger marketing plan and affects their overall business goals and objectives.
For example, if your client’s business goal is to increase revenue for the third quarter. The overall marketing goal could be to make sure that the business products or services get into the hands of qualified leads. And in that case, the Instagram marketing goal could be to raise awareness for the product or service.
A proper understanding of these goals will help you in your auditing process. For example, based on the context of your goals, you’d understand which content is actually underperforming and which ones aren’t. And it will also help you prioritize your KPIs.
So, figure out this step before you move on.
Now that you know what your goals are, let’s see what you should do next.
Auditing your followers
Why do you need to audit your client’s Instagram followers?
Well, consider this finding from Ghost Data. According to them, one in every ten Instagram account is a bot.
Now, if 10% of your clients’ followers are fake, then it’ll be almost impossible to get a true picture of the state of their Instagram accounts. That can render your efforts futile, leading to unhappy clients. And I don’t think that’s something you want.
To avoid that, perform the following actions while auditing your followers.
Check for fake followers
As you saw from the Ghost Data findings above, fake followers are more common than you might think. And there are numerous businesses that make money by providing Instagram accounts with a seemingly unlimited number of bot followers so that you can ramp up your follower count.
You might even think that these bots are real as some of them follow other accounts in a bid to look legitimate. The first step you should take when auditing your followers is to identify these fake followers and remove them from your clients’ Instagram audience.
Understand your followers
An Instagram strategy would be meaningless if you do not have an understanding — even a basic one — of your clients’ Instagram audience. This should be one of the first things you aim to get out of your Instagram page audit. And that’s what this step is about.
Instagram’s own native tool, Instagram Insights, should suffice for this. You can use it to get information on the demographics of your audience. From this, you can figure out what they like and what they don’t.
Auditing your content
With Instagram’s organic engagement not what it used to be, even the tiniest aspects of your content can prove to be the Achilles heel of your content strategy. The level of competition among brands on Instagram has ensured that the timing of your posts, your captions, and the overall messaging of your brand are now more important.
The goal of auditing your Instagram content is to figure out what content type resonates best with your audience. And would help drive your Instagram strategy forward.
Check for content quality
Is your client’s Instagram content optimized for Instagram? Instagram is a visual platform. And this makes it important that you check the quality of content your client has uploaded in the past.
Are they high-quality images and videos? Or are they blurry?
Low-quality images and videos create a poor impression of a brand. And since consumers want to do business with brands that they can trust, they’ll most likely not pay you any attention and keep scrolling in search of a brand that offers far more appealing content.
To improve the quality of your Instagram content, here are a few tips you should follow
- Make sure that you’re using the latest version of the Instagram app.
- Upload images with the right sizes. Your target image size is 1080 x 1080 pixels for your Instagram feed and 1080 x 1920 pixels for your stories.
- And of course, if your pictures are to be taken with a mobile phone, make sure that it’s one with a high-quality camera.
Check for content relevance
You can have all the high-quality content in the world, but if they don’t resonate with your audience, then you’ll be wasting a lot of time and resources.
You must have audited your followers so you already know your audience. You know their interests and their pain points.
Now, you need to figure out if the content that has been uploaded aligns with what they want and helps them solve their problems.
How do you do this? Well, there are a couple of ways to achieve this.
First, you can use Instagram’s native Insights tool to check your most successful content pieces and compare them to the rest of the content. This information will tell you what type of content seems to work best with your audience.
Note that to get actionable data, you might need to use a third-party analytics tool like Sociality.io. Instagram Insights can help you get started but it will only give you the basics.
You can also gauge how much relevance your content has with the audience by reading through the type of comments they generate.
A high engagement means that the posts held your client’s audience’s attention. And you can read through the comments to understand how they feel about the post.
Check the posting frequency
It makes sense to post content at a time when your audience is mostly available, right?
But how do you figure out the best time to post content on Instagram? There are lots of studies that suggest what the best time to post content on Instagram is. But the truth is, most of these reports might not work for you.
The best way to figure out the best time to post on your client’s Instagram account is to do a little bit of research yourself.
An analytics tool like Sociality.io can help you check to see when your followers are most active and how often you can upload new content weekly.
Check for consistent posts and captions
Creating content shouldn’t be a random process. Every content uploaded should always help tell a brand’s story.
If your client’s target audience lands on one of the Instagram posts, will they understand what is on offer immediately? Are the most recent posts in tune with the overall brand messaging and aesthetics?
But while you’re focused on each individual post, you should also take note of the overall content mix. Posting the same kind of content always will ensure that your audience gets sick of your post easily.
To keep them coming back for more, you should make use of Instagram’s different content types. Diversify your content with images, videos, stories, and Instagram Tv content formats.
Also when uploading content, you should also give thought to the captions. Review the best-performing posts to find out what worked best for your clients when it comes to captions. This will give you an idea of what to replicate in the future.
Analyze the hashtags
Hashtags play a very important role in building an Instagram audience. So it makes sense that they are also included in your Instagram audit.
Check for which hashtags seem to work best for previous posts. These are the ones you would use to optimize future posts for better visibility.
Although you can use as many as 30 hashtags on an Instagram post, it’s important that you only use hashtags that are relevant to the content you’re sharing. And it definitely won’t hurt to create some brand-specific hashtags too.
Auditing the brand profile
So, you’ve audited your content and followers. But as I mentioned earlier, Instagram is a visual platform. It’s all about aesthetics. So your Instagram audit won’t be complete without an audit of your client’s profile.
The aim here is to make sure that the branding is consistent.
Review the bio
When people land on your client’s Instagram profile, they should immediately know from the bio what your client is all about
Check if the links to your business website or landing page are updated. And if it immediately aligns with your brand story.
Check the feed aesthetic
Can a specific visual identity be felt on your client’s Instagram feed? Or is it the feed brand?
Consistent themes or brand colors give an Instagram feed a unique visual identity and improve the audience experience with the brand. So this is something to take a close look at.
Related article: How to Style Your Instagram Grid Layout: 4 Planning Tools
Best 10 tools to run an Instagram page audit
In order to run an effective Instagram account audit, you need third-party tools to help simplify the process. These tools help you gather tons of data from Instagram through their APIs that you wouldn’t have had access to otherwise.
Some of these tools are.
- Sociality.io Report
- Sprout Social
- Social Bakers
- Union Metrics
Sociality.io Report is our social media analytics tool for social media agencies that want to measure their social media results and make better decisions regarding social media strategy.
This tool does not only give you valuable insights into the performance of your clients’ Instagram account. It also lets you audit their competitors’ Instagram account. This is useful. For instance, if you could measure your client’s competitors’ growth rate, it’ll be easy to assess how quickly (or slowly) progress is made.
You can also track conversation activities around the brand on Instagram and listen in on specific keywords. And when you finish your audit, you can create beautiful and easily understood reports for your clients to review.
Sociality.io offers a one-week free trial. After that, pricing starts at $15 per month for five social profiles.
Manage your Instagram Accounts in one place
Schedule your posts and stories, engage with your audience, and create export-ready Instagram posts and story reports in one place.
Sprout Social is one of the big names in the social media management space.
It has an enterprise-grade analytics tool that allows you to assess your Instagram accounts over a specific period of time, track conversations about your brand online and create beautiful reports quickly.
Sprout Social starts at $89 per user per month.
Keyhole is another Instagram analytics tool that allows you to monitor and analyze Instagram brands for your clients.
You’ll be able to monitor real-time conversations about your brand and measure the success of your campaigns with its campaign monitoring feature. It’s also a very handy tool for keeping track of profitable hashtags and keywords.
You’ll need to talk with the Keyhole team to discuss a custom pricing plan.
Iconosquare’s full package is a powerful analytics tool that allows you to have great analytics and management capabilities.
However, they also offer a free Instagram audit tool that you can use to analyze your clients’ accounts. All you need to do is connect your Instagram account and they’ll send a free review to the email address you provide.
What does this review tell you?
It rates your account activity, your posts optimization, and your audience engagement. All this will give you insight as to where to start your optimization from.
The full Iconosquare package starts at $49 per month.
Hypeauditor is one of the more in-depth Instagram page audit tools in the market.
This tool provides you with tons of data about your clients’ Instagram audiences. You can have access to data such as gender, ethnicity, location, and so on. As well as check for your client’s audience quality in order to be able to quickly get rid of fake accounts.
Hypeauditor has a free plan and a basic plan that starts at $399 per month.
Socialbakers is another all-in-one social media management platform. With this tool, brands will be able to perform audience analysis tasks, collaborate with influencers, publish, and analyze their posts.
In terms of Instagram audit, Socialbakers offers a free Instagram page audit tool. Like Iconosquare, it measures your account activity, post optimization, and audience engagement so that you can learn what makes your client’s account successful.
Pricing varies but if you only need the essential tools to manage 10 social profiles, pricing starts at $200 per month.
Union metrics paid package is an extensive platform that offers analysis, monitoring, and reporting on all your social media platforms.
They also offer a free Instagram checkup tool. This tool connects with your Instagram account to analyze the last 30 days of activity on the account. According to them, you’ll be able to figure out what the best time to post is, the best hashtags to use, and the best content format to use on your client’s Instagram account.
Phlanx is a social media marketing platform for contacting influencers, managing contracts, and measuring social media engagement.
If you plan on working with influencers, the platform has an Influencer Directory where you can find influencers that are the right fit for your client’s brand to collaborate with. And more importantly, it also offers the tools to be able to audit these accounts to make sure that the audience quality is high.
Of course, this functionality is not only limited to the influencer’s account. You can also audit your clients’ Instagram accounts using this tool.
Phlanx offers one month free and pricing starts at $25 per month.
Sendible is another all-in-one social media management tool with powerful analytics and reporting features.
The platform provides you with deep insights that help you identify the best time to post, your best-engaged followers, as well as your best-performing posts. You’ll also be able to build presentation-ready reports to show your clients.
Sendible starts at $29 per month.
Squarelovin is an Instagram-focused social media platform offering advanced solutions for social commerce and Instagram analytics.
You can analyze closely your Instagram audience. Watch your follower activity and hashtag engagement to gain important insights on your content strategy. And create a detailed report to show the performance of the Instagram profile.
By the time you finish auditing your client’s Instagram account, you should already have an actionable plan on the next steps to take.
And if you felt like it took too much time or you’re not getting the hang of it, be cool. It might take some time but the more audits you perform, the better and quicker you’ll get. And your clients will be happier for it.
Once you’ve scrutinized all your options, we’ll love to help you make better decisions regarding your client’s Instagram accounts.
Sociality.io is a comprehensive social media management platform with tools that’ll help you effectively take care of your social media needs.
If you’d like to test the platform,, you can get started for a free 14-day trial here. No credit card required.