Learn how to complete the Instagram portion of the Social Media Audit for the Fertilizer package.
Profile Information
Purpose: A well-optimized profile enhances brand visibility and engagement!
Action Items: Fill out the following information.
- Name on Account
- List out the account name. Look for typos or discrepancies, or even ways to improve the client’s presence.
- Analyze the consistency and clarity of the account name. Also look at consistency across platforms.
- Profile Picture
- Copy or download the profile image
- Examine the profile picture’s relevance to the account’s purpose. Also look at consistency across platforms. Does the image match what the client does and is it a good format for round social media profile images?
- Handle Name
- Copy and paste the handle
- Analyze the handle’s uniqueness and memorability. Also look at consistency across platforms.
- Connect the handle to the brand, keywords, or personal identity.
- URL
- Paste in the profile link
- Bio Descriptions
- Copy and paste
- Analyze the bio text for clarity, conciseness, and brand messaging. Look at the key information conveyed in the bio and if any improvements can be made.
- Link in Bio
- Examine the link provided in the bio (if applicable).
- Connect the link to specific campaigns, promotions, or content.
- Summarize the call-to-action or purpose of the link and suggest improvements if needed. Maybe the client would benefit from a dynamic link in bio if they are regularly needing multiple links or it would benefit customers.
- Last Active Date / Post Date
- Find the date of the last post the client posted.
- Multiple Accounts Found
- This is rare but sometimes happens. Do a quick search of the client’s name to see if they have outdated and unused social media accounts.
- Profile Analysis
- Combine insights from all the above elements.
- Identify strengths, weaknesses, and opportunities for improvement.
- Summarize actionable recommendations for optimizing the account’s profile and performance.
Account Statistics Overview
- Followers
- List out the current number of followers
- Frequency of Posting (Per Week)
- Just average this out based on looking at their posting frequency.
- Engagement Rate
- This is a great, free Instagram engagement rate calculator you can use. It's free for a few uses a day.
- Account Statistics Analysis
- Dive deeper into all this and provide insights on
- Frequency of Posting (Per Week):
- Examine the consistency of posting frequency.
- Connect posting patterns to engagement levels (e.g., more frequent posts may lead to higher engagement).
- Summarize the optimal posting frequency based on audience response.
- Engagement Rate:
- Calculate the engagement rate (likes, comments, shares) per post.
- Connect engagement metrics to specific types of content (e.g., videos, images, stories).
- Summarize which posts resonate most with the audience.
- Frequency of Posting (Per Week):
- Overall Analysis:
- Combine insights from followers, posting frequency, and engagement.
- Identify patterns or correlations (e.g., higher engagement on certain days or times).
- Summarize actionable recommendations for improving social media performance.
- Give some good insights into what time of day is best for posting on Instagram.
- Use the clients business insights if you have access.
- Generally the best post time for Instagram Reels is 9 AM and 12 PM, Monday to Thursday.
- You can refer to the chart below for specific times for Instagram image posts.
- Dive deeper into all this and provide insights on
Platform Demographics
No edits actually need to happen to this section! These numbers are standard and just useful information preloaded into the audit that can help you understand which social media platforms the client’s target audience spends their time on.
Best Performing Posts
- Purpose: Analyzing a client’s best-performing Instagram posts sheds insights into what content resonates most with their audience. By understanding which posts receive the highest engagement, we can refine our social media strategy, create more relevant content, and optimize future campaigns to drive better results.
- Action Items: If you have access to the client’s business account, you can find performance data inside the business analytics in the Instagram app. If not, spend some time scrolling the client’s Instagram and identify the most liked post. There are a few metrics you can use to determine the best performing post. Usually these all line up but not always. Often the most liked post is also the most shared, but not always the most commented on as a giveaway post may have more comments than any other post. In most cases, likes or shares are the best metrics to determine best performing post.
- Post
- Photo
- Instagram doesn’t let you copy images. You can use an Instagram Image Downloader tool to paste the link and then download the image.
- Photo
- Post
-
-
-
- Insert it into the cell
- Post URL Link
- Copy and paste the link to the post
- Post Caption
- Copy and paste the post caption to analyze for performance
- CTA
- There may not be one, but if so, list it. If not, just put “N/A”
- Content Type
- Reel, carousel, single image, etc.
-
- Post Timing
- Date
- Day of Week
- Statistics
- Likes
- Number of likes on the post
- Comments
- Number of comments on the post
- Shares
- Only possible if you have access to the client’s Instagam and they are using a business account. If you don’t have access, just write “Unavailable”
- Likes
-
Action Plan & Strategies
- Platform Objectives
- Purpose: Determining the platform objective sets the direction for the brand's Instagram presence, guiding content creation and audience engagement strategies. While a brand can have multiple objectives, focusing on more than 3-5 main goals can lead to a diluted message and scattered content, making it challenging to effectively resonate with the audience and achieve meaningful results.
- Action Items: List 3-5 objectives in the Platform Objective section of your audit. This list can get you started, but feel free to include your own ideas based on what the client has expressed.
- Increase Brand Awareness
- Drive Website Traffic
- Boost Sales and Conversions
- Enhance Customer Engagement
- Showcase Products or Services
- Share User-Generated Content
- Educate and Inform
- Promote Events or Campaigns
- Build Brand Loyalty or Humanize the Brand
- Drive Engagement with Hashtags
- What's Working?
- Purpose: Identify successful strategies and best practices that contribute to their social media success. By understanding their strengths, we can leverage and build upon these elements to further enhance their Instagram presence and achieve their business objectives.
- Action Items: List out a few of the social strategies the client is doing well. These can always be improved on, but we want to be sure to notate what is working well for them. A few ideas to get you started:
- Leveraging Instagram Reels effectively to create short-form, engaging videos.
- Consistently posting high-quality visual content.
- Engaging with followers through comments and direct messages promptly.
- Showcasing products or services in an appealing and authentic way.
- Utilizing Instagram Stories and Highlights effectively to share behind-the-scenes content or promotions.
- Incorporating a cohesive brand aesthetic and tone across all posts.
- Implementing a strategic hashtag strategy to increase visibility and reach.
- Collaborating with influencers or partners to reach new audiences.
- Running successful Instagram campaigns or contests to boost engagement.
- Sharing user-generated content to foster a sense of community.
- Providing valuable and informative content relevant to their audience's interests.
- What Could Be Improved?
- Purpose: Auditing these aspects allows us to identify areas for improvement and develop actionable recommendations to optimize the client's Instagram presence, increase engagement, and drive business results.
- Action Items: List out a few of the social strategies the client could improve upon. You will list specific action items in the next row. A few ideas to get you started:
- Content Quality
- Engagement Metrics
- Hashtag Strategy
- Posting Frequency and Timing
- Follower Growth and Quality
- Interaction and Response Time
- Profile Optimization
- Instagram Features Utilization
- Content Tailored Towards Audience Demographics and Insights
- Action Items
- Purpose: These specific tasks help prioritize efforts, guide implementation, and ensure that identified areas for improvement are addressed effectively, leading to measurable progress and tangible results in achieving the client's social media goals.
- Action Items: Ideally you will analyze the platform as whole and identify what needs to be fixed and list the action item to fix it in this section. Each item listed in the previous “What Could Be Improved?” section should have an action item attached to it. Here are a few specifics to get you started:
- Develop a content calendar with consistent posting schedule and diverse content types.
- Improve content quality by investing in professional photography or design resources.
- Refine hashtag strategy by using a mix of relevant and trending hashtags.
- Experiment with posting frequency and timing to optimize engagement.
- Implement strategies to increase follower growth organically, such as cross-promotion or user-generated content campaigns.
- Increase interaction with followers by responding to comments and direct messages promptly.
- Optimize profile bio and picture to accurately represent the brand and encourage engagement.
- Explore and utilize Instagram features like Stories, Highlights, IGTV, and Reels to diversify content and engage followers.
- Tailor content and messaging based on audience demographics and insights from Instagram Insights.
- Monitor and track key performance metrics regularly to measure progress and adjust strategies accordingly.