Have Your Instagram Engagement Rates Go Down? Maybe your performance is flat no matter what strategies you try. Then you need to take a close look at your profile and find out what works or not for your brand. An Instagram audit will help you with this.
Even if everything seems to be all right with your Instagram marketing efforts right now, an occasional Instagram audit still makes sense. It helps you stay one step ahead of the curve and avoid problems before they occur. Do you see a sudden spike in bogus followers? Is your posting frequency just not working anymore? A thorough Instagram audit will give you the answers to all of these questions.
This guide will show you how to check Instagram’s performance from different angles. Let’s dive in.
Before the audit
Before you start your Instagram audit, there are a few things you need to do. First of all, you need to be clear about why you are using Instagram for your business in the first place. What do you want to get out of your business Instagram account? In other words, What is the goal? from your Instagram account?
Your Instagram audit can help you determine how well you achieved these goals. To do this, you also need to narrow down the key performance indicators (KPIs) that are consistent with the goal. You might want to look at follower growth, interactions, traffic, etc., whichever is most important to you. You can also set different goals and KPIs for different campaigns.
Find out which KPIs are important to you for that particular Instagram audit so you know what to look for.
Check your Instagram content
The key to Instagram’s success is sharing content that resonates with your target audience. An Instagram account review must therefore begin with a thorough evaluation of your content. The goal is to find out what type of content is best for your Instagram strategy.
1. Check the quality of your content
Do you post high resolution pictures and videos? Or do you have too many blurry, low-resolution images? This could seriously affect your overall aesthetic, not to mention the credibility of your account.
Following the recommended image sizes for Instagram can fix and prevent many quality issues. Ideally, your images should be 1080 x 1080 pixels for feed posts and 1080 x 1920 pixels for stories.
2. Assess your content relevance
In order for your content to resonate with your audience, it must be relevant to them. Does it align with their interests or does it address their weaknesses? Find out by going through comments to see what people are saying about your posts.
You can also review your top performing posts and compare those posts to the rest of your feed. The native Instagram Insights tool shows you your top posts and top stories. You can use this information to determine what type of content will appeal to your audience the most.
3. Check your booking frequency and schedule
Timing is important, especially when it comes to social media publishing. Are you posting too much or too little? Most importantly, are you posting when you are most likely to reach your audience?
According to a Sprout Social analysis, Wednesday is the best day to post on Instagram. As for timing, the best times to post are Wednesdays 11am and Fridays 10-11am.
Does your current booking plan match this? It is advisable to conduct an analysis of your own account to determine when your followers are most active and what posting frequency is best for you.
4. Review your entire content mix
Do you publish a good mix of content types? Your Instagram feed should have a balanced mix of promotional, non-promotional, and user-generated content. This allows you to create a well-rounded feed that accurately reflects your brand.
Remember to also switch between different content formats instead of focusing solely on photo postings. Videos, carousels, shoppable posts, and IGTV previews should also be part of your feed.
The Sprout Instagram feed consists of a good mix of employee highlights, useful tips, assignable posts, and much more.
5. Go through your captions
Your captions provide more context with your Instagram posts, so they should be consistent and aligned with your brand voice. When checking your Instagram account, make sure that you are performing the best performing subtitles on your posts to see what works.
Do you keep it short or do you go a little deeper? Ask questions? Do you have emojis? How many hashtags do you usually use? All of this will help you figure out what makes your posts attractive and how to replicate the results.
6. Analyze your hashtags
Since hashtags play an important role in the Instagram algorithm, it is important that your Instagram audit report also includes a hashtag analysis. The idea is to find out which hashtags you use and which ones work for you. You can then use these insights to tweak your content strategy and future posts for better visibility and engagement.
Use Sprout’s Instagram Analytics tool to do a thorough analysis of your Instagram hashtags. This tool gives you a detailed breakdown of your most used hashtags and hashtags that are generating the most engagement on your posts.
Check your Instagram followers
An Instagram follower audit is another critical aspect of your Instagram audit. Examining your followers can help you understand them better and figure out how to share more relevant content.
1. Study the interests of your audience
To do an Instagram follower audit, you first need to find out what your audience likes. What are your interests and preferences? Again, you can get demographic data from your Instagram Insights. This should give you a basic idea of what your audience might like.
To compliment this, you can also take surveys on your Instagram stories or ask questions in your captions. Don’t forget to check out the other accounts your followers are following. This can also help you understand their other interests.
2. Remove fake / bot followers
A fake follower audit is another important step. There are entire companies out there that make money creating bot followers that people can buy to increase their following. These bot accounts often follow other accounts to appear a little more authentic. And like it or not, you could fall victim to fake follower invasions.
This means that you will get disproportionately high followers compared to actual engagements on your posts, which further damages your numbers. Tools like Modash’s Fake Follower Check and Influencer Marketing Hub’s Instagram Audit Tool can help you identify and weed out those fake followers.
Check your Instagram profile and branding
The verification of your Instagram account cannot be completed without a verification of your profile and branding. Make sure your Instagram profile matches your visual brand identity and that you maintain consistent branding throughout.
1. Review your overall feed aesthetic
Are you maintaining a consistent aesthetic in your Instagram feed? Some brands try to match brand colors or themes that are in line with the brand personality. So take a closer look at your feed and see if visitors can instantly get a sense of the visual identity that you want the aesthetic to represent.
2. Review and update your bio
Does your Instagram bio reflect your brand identity? Does it contain all the information you want your followers to know? Does it have updated links to your profile or landing pages? It’s good to check your Instagram business account bio occasionally to keep things fresh and relevant.
The Sprout Instagram Bio explains what the brand is about and what is shared on Instagram.
3. Check brand consistency
Does your Instagram branding match your branding on all social platforms? First, make sure that you use the same profile picture on all of your social media profiles. And what about the consistency of your profile name and your handles? All of these factors play a role in your overall branding strategy. So check them occasionally for consistency.
Additionally, you should also use Instagram Highlights covers that align with your brand’s visual identity. For Sprout, colors and graphics help ensure that the cover images of our Instagram highlights have a uniform visual identity.
Prepare for growth with Instagram audits
Conducting an Instagram audit will give you valuable insights into your marketing and content strategy. This is key to fueling Instagram growth and increasing your performance. And don’t forget to start with a clear goal before you begin the exam so that you know where to focus your efforts. If you need a little help with that, check out our guide on setting social media goals.