Learning how to audit your Instagram is the first step toward creating engaging content. In about 20 minutes, you can gather insights into your audience’s likes and dislikes, giving you the secret sauce to creating a killer content strategy.
An Instagram audit can be intimidating at first glance, but by the time you get to the end of this post, you will know exactly how to audit your Instagram for maximum impact.
An Instagram audit is the process of checking and measuring content performance based on your current posting routine. By auditing your account, you get insight into what is working in your content strategy — and what isn’t. You can use Instagram insights (the app’s built-in analytics feature) to track what type of posts are getting the most engagement and when you’re getting the most interaction with your audience.
Insights track overall trends across your followers and your content’s performance with your audience. Insights also give view insights for specific posts, Stories, videos, reels, and Live videos to see how each one performed and how people engaged with them.
Take a hard look at your insights at least once a quarter. Use the filter to find the top-performing posts in each category. Is there a specific topic that rises to the top again and again? These are posts that can be spruced up and repurposed. The opposite is also true. Which posts didn’t hit the mark? Can the information be presented in a new light or enhanced to increase its value?
Also, consider the content format. For example, did carousel posts outperform single posts? This can give you insight into how your audience likes to consume your content.
What is your larger goal for your Instagram posts? (Hint: They should align with your business goals.)
Knowing the answer to this question will help you come up with tailored content ideas and help prevent burnout while moving the needle in your business. Some content goals include: Increasing Brand Awareness, Encouraging Customer Loyalty, or Driving More Revenue.
Know what metrics to track during your audit for each overarching goal. Follower Growth, Engagement Rate, and Leads Generated from Profile Clicks are some of the most effective metrics to track to make sure you’re reaching your goals.
With a brand awareness goal, start your Instagram audit by looking at reach insights and shares. From there, you see which posts got the most reach. Then, double down on what’s working.
In addition to setting SMART goals for your content, a quarterly audit should also include a quarterly clean-up. Here is a short but impactful Instagram audit checklist to keep your account properly maintained.
If you haven’t refreshed your bio in a while, now is an excellent time to give it an edit. Make sure your profile is still aligned with your goals, values, and services. If needed, rewrite your bio and refresh your highlights with new testimonials or service updates. Include a link to your website so your audience can easily take the next step in the customer journey.
Read more about Creating an Instagram Bio.
Ghost followers are social media users that are inactive or unengaged. Also called ghosts, ghost accounts, or lurkers, these users register on platforms such as Twitter and Instagram and follow active members but do not participate in liking, commenting, messaging, and posting. Ghost followers should be removed if you want to improve your engagement, and who wouldn’t want that for their small business?
Read more about how to Boost Your Instagram Engagement By Banishing Ghost Followers
When evaluating your community, look at the quality of your interactions. Take a look at your most recent posts. Check whether you’re responding appropriately to comments and engaging in genuine conversations with your followers. Are you liking and sharing posts they share? Remember that broadcasting to customers isn’t enough. You need to give them a reason to follow you by sharing their content and responding to their messages.
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