How To Conduct An Instagram Audit For Your Business Profile

Instagram is a powerful tool for businesses today.

But how do you know if your account is really working for you?

Conducting an Instagram audit can help you figure out what’s going well and what needs improving.

Don’t worry—it’s not as complicated as it sounds.

Let’s break it into simple steps you can follow to make your business profile shine.

Step 1: Look at Your Profile Basics

Start with the essentials. Check your profile picture, username, and bio. Is your profile picture clear and recognizable? For example, a clothing store could use its logo or a product shot that pops. Your username should match your brand name. If you’re running “Baker’s Bliss,” a handle like @bakersbliss works better than something random like @sugarlover01.

Your bio is also key. It should quickly explain who you are and what you do. Include a call-to-action (CTA) like “Shop now” or “DM us for quotes!” And don’t forget to update your contact info so people can reach you easily.

Step 2: Review Your Content

Scroll through your posts. Do they look good together? Is there a consistent vibe? If your brand sells handmade jewelry, your feed should feel polished and elegant, not cluttered or random.
Check if your photos are high-quality. Blurry images make your profile look unprofessional. Think about your captions, too—are they engaging or just there?

For example, @cozyteashop shares not only product photos but also warm quotes about tea culture. This creates an inviting mood for their followers.

Step 3: Engagement Check

Likes, comments, and shares—these tell you if people are connecting with your content. If engagement is low, it’s time to rethink your strategy.

Pay attention to what gets people talking. Do they comment more on behind-the-scenes photos or tips? For example, @fitness_with_em noticed her workout tutorials were getting more engagement than motivational quotes, so she shifted her focus to video content.

Step 4: Test Your Hashtags

Hashtags are a way for people to find you. Are yours working? Use a mix of big and small hashtags. A local coffee shop might use #CoffeeLovers (broad) and #SeattleCoffeeShop (niche) to target the right audience.
You can also check competitors’ hashtags for inspiration. If a hashtag brings you little to no engagement, swap it out for something more relevant.

Step 5: Analyze Your Followers

Having 10,000 followers sounds great. But are they real and active? Bots or inactive accounts won’t help you grow.

Go through your followers. Remove fake accounts if you find them. It’s better to have a smaller, genuine audience than a large, disengaged one.

Instagram Insights can also show you where your followers are from and when they’re most active. Use this data to schedule posts at the right times.

Step 6: Audit Stories and Highlights

Stories are a fantastic way to interact with followers. But don’t stop there—check your Highlights too. These should be well-organized and easy to navigate.

For instance, a travel agency could have Highlights like “Destinations,” “Deals,” and “Tips.” Make sure these are updated regularly and reflect your brand.

Use interactive elements in Stories, like polls, quizzes, or countdowns. For example, a bakery could ask, “Which flavor should we bake next?” It’s simple, but it makes followers feel involved.

Step 7: Track Analytics

Instagram Insights is your best friend here. Look at metrics like reach, impressions, and website clicks. Which posts perform best?

If you notice Reels are getting double the views of regular posts, focus more on creating video content. It’s all about experimenting and seeing what sticks.

Real-Life Example: GlowSkin Co.

GlowSkin Co., a small skincare brand, conducted an audit after noticing a drop in engagement. They realized their captions were too generic and their hashtags too broad. After switching to more relatable captions and targeted hashtags like #GlowingSkinTips, their reach improved by 40% in a month.