INSTAGRAM

AUDIT CHECKLIST
INSTAGRAM USERNAME DATE OF AUDIT

AUDITED BY

SECTION 1: GOALS AND KPIS

1. What are your current goals for your business and do these align with your goals for Instagram?

2. Are my current Instagram KPIs working for me? Or, do I even have KPIs selected? YES NO

3. Can you explain your brand’s approach to Instagram in one sentence? YES NO

IF YES:

SECTION 2: BRANDING AND VOICE

YES NO
1. Is your handle the same as your brand name and does it share the same
spelling across all other social channels?

2. If it’s not your brand name, is it easily discoverable and understood to be

connected your brand?

3. Is your bio accurate and the same across other digital properties?

4. Does the bio succinctly explain what your brand is?

5. Think about the words that describe your brand’s voice — are these descriptors
obvious when you look at your profile, overall content, and bio?

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 SECTION 3: CONTENT AND AESTHETIC
YES NO

1. Looking at your profile, does all the content fit a consistent color palette?

2. Are all your posts falling on either the cool or warm sides of the color spectrum?

3. Do you have an overarching theme that fits your brand and voice?

4. Is that theme immediately identifiable as belonging to your brand and no one else’s?

5. Is it immediately obvious what your business is based on the first 9 posts?

6. Does your content have a varied mix?

7. Are your photos and videos high enough quality (aka no pixelated/low-res imagery)?

8. Are you testing out new formats like carousels, Stories, boomerangs, and more?

9. Are any individual posts underperforming? Can you identify why?

10. Are any individual posts overperforming? Can you identify why?

SECTION 4: COMMUNITY AND FOLLOWERS

YES NO

1. Is your content relevant to your audience?

2. Are you responding to comments and DMs in a reasonable amount of time?

3. Are you following the right people? Both people currently connected to your brand
and your aspirational brands/individuals?

4. Are you liking and/or commenting on tagged/hashtagged photos as they appear?

5. Are you regramming the appropriate content to show your community some love?

6. Are you keeping track of your most engaged followers?

7. How are you engaging those followers? Is there any way you can elevate your
engagement with them and make them feel more connected to your brand?

IF YES, HOW?

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 SECTION 5: HASHTAGS
YES NO

1. Are you selecting relevant hashtags that both fit your brand and your audience?

2. Do you have at least one branded and owned hashtag you consistently use?

3. Are you selecting hashtags that are more niche than broad?

4. Are any of your hashtags blocked or broken?

5. Are you posting your hashtags in a new comment or spacing them down with emoji?

NOTES:

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