How to Audit Your Instagram Account (and Actually Improve It)

If growth has slowed or results don’t match the effort, it’s not always your content. It’s your foundation.
An Instagram audit shows what’s working, what’s wasting time, and where small fixes can create measurable momentum.

Use the guide below to audit your account in under an hour. Keep it simple, keep it honest, and keep it moving.

Step 1: Profile — First Impressions That Convert

Goal: Make it obvious who you help, where you are, and what to do next.

Checklist

• Profile photo is high-quality, on-brand, recognizable

• Handle and display name include a keyword or location (ex: “Indrix Creative Co | Utah Social Media”)

• Bio states who you help, how you help, and location

• Single, clear CTA in bio (download, book, inquire)

• Link in bio goes to a focused landing page (freebie, services, consult)

• Story Highlights are labeled and current (Start Here, Services, Results, FAQs)

Quick fix bio formula:
We help [who] in [location] [achieve result] through [service]. Grab the free [freebie name] below and plan your next quarter with confidence.

Pro move: add your freebie link as the top option on your links page.

Step 2: Content — Cohesive, Useful, Intentional

Goal: A balanced mix that builds awareness, deepens trust, and drives action.

Checklist

• Last 12 posts look cohesive (lighting, palette, style)

• Clear mix of formats (Reels, carousels, static, Stories)

• At least 1 Awareness, 1 Engagement, 1 Conversion post each week

• Captions add context or value, not just description

• Most posts include a clear CTA (save, share, comment, click, DM)

• Testimonials, social proof, or case studies appear at least twice a month

Three-Post Play (fill in):

1. Awareness idea → __________

2. Engagement idea → __________

3. Conversion idea → __________

Step 3: Analytics — Track What Moves the Business

Goal: Measure outcomes, not vanity.

Checklist

• Reach is trending up with local audience growth (check top locations)

• Saves, shares, and DMs identified per post (top 3 posts noted)

• Profile visits → website clicks are improving

• Follower growth is steady, not sporadic

• At least one post per week drives an inquiry, sign-up, or sale

Capture your wins:
Top 3 posts in last 90 days and why they worked:

1. __________ because __________

2. __________ because __________

3. __________ because __________

Step 4: Keywords — Get Discovered With Intent

Goal: Blend location, niche, and intent so the right people actually find you.

Checklist

• Location keywords in captions or on-screen text (Utah, Heber, Park City)

• Service keywords included naturally (social media strategy, content creation)

• SEO Keywords mix small, mid, and larger volume sets

• At least two alt-text fields written per week (accessibility + SEO)

• Testing 2–3 seo keyword sets and tracking reach monthly

Caption SEO helper:
If you’re a [industry] in [city], here’s how we [customers common struggle] to save time/without the hassle…

Step 5: Engagement — Community Over Broadcast

Goal: Be seen as present, helpful, and human.

Checklist

• Reply to comments and DMs within 24 hours

• Daily 10-minute engagement block with ideal clients and local partners

• Weekly outreach to 3 creators or businesses for collaboration or cross-mentions

• Proactive story replies to warm relationships

• Saved replies/templates for FAQs to speed response time

10-minute cadence:

• 5 potential clients

• 3 local businesses

• 2 industry peers

Step 6: Systems — Consistency Without Burnout

Goal: Replace guesswork with repeatable workflows.

Checklist

• Monthly content batching session on the calendar

• Content vault organized (B-roll, photos, hooks, testimonials)

• Reusable caption frameworks documented

• Weekly posting rhythm defined (days, formats, pillars)

• Approval process and deadlines if you have a team or contractor

Step 7: Offers — Clear, Visible, Actionable

Goal: Make it easy to buy, book, or inquire.

Checklist

• Services named and explained in captions or Highlights

• Soft sell posts weekly (process, behind-the-scenes, client story)

• One strong CTA post biweekly (book a call, limited spots, seasonal offer)

• Link in bio points to current offer or lead magnet

• Lead capture is working and tested (form, DM auto-reply, calendar)

CTA ideas:

• Book a strategy call

• Download the planner

• DM “PLAN” for the checklist

• Join the email list for templates

Step 8: Quarterly Review — Adjust Fast, Not Once a Year

Goal: Iterate every 90 days so the plan stays relevant.

Checklist

• 3 things working → __________, __________, __________

• 3 things to improve → __________, __________, __________

• 1 new habit to build this quarter → __________

• Next audit date scheduled on calendar

Quick Scorecard

Score each section 1–5. Anything under 3 gets attention first.

• Profile: __/5

• Content: __/5

• Analytics: __/5

• Keywords: __/5

• Engagement: __/5

• Systems: __/5

• Offers: __/5

• Quarterly Review: __/5

Focus for the next 30 days: top two lowest scores.

Final Take

An audit isn’t about perfection. It’s about clarity, momentum, and building a system you can actually sustain. Audit. Adjust. Align. Then let the structure carry you.

Next step: Download the free 90-Day Content Planner and plug your audit notes into a plan you’ll actually follow. Consistency gets easier when the decisions are already made.