Instagram Profile Audit: 15 Things to Check

An Instagram profile audit checks 15 things: your bio, photo, link, highlights, content mix, hooks, consistency, engagement and enquiry path. You can run it yourself in 20 minutes. Do it before you hire anyone, and again every quarter.

Profile (checks 1 to 5)

1. Your bio says who you help and the result, in plain words.
2. Your name field has a searchable keyword, like your niche or city.
3. The profile photo is clear when small.
4. Your link goes to one clear next step: WhatsApp, booking or your shop.
5. Highlights cover services, proof, prices or delivery, and how to order.

Content (checks 6 to 10)

6. You have two to four content pillars, so people know what to expect.
7. You post Reels, not only photos.
8. The first two seconds of each Reel give a reason to stay.
9. Your grid looks consistent in colour and style.
10. Captions are useful and each post has one call to action.

Consistency and engagement (checks 11 to 13)

11. You post three or more times a week.
12. You reply to comments and DMs within a day.
13. Your engagement rate is healthy for your size. Divide average likes plus comments by followers. For most business accounts, one to three percent is solid.

Discovery and conversion (checks 14 and 15)

14. You use keywords in captions and a few relevant hashtags or topics.
15. You can say how many enquiries last month came from Instagram.

How to read the result

If you fail checks 1 to 5, fix the profile first. Nothing else matters if people leave in three seconds. If your profile is fine but check 8 fails, work on hooks. Many pages lose people in the first two seconds of a Reel.

Running a Facebook page too? Use the Facebook page audit checklist.

A real example

Darson Tyres, a Facebook page I worked on, reached 3.6 million people organically in 2024 with no ad spend, and 99% of that reach was new to the page. A clear profile and a steady content system were the base. See the case study.

Skip the do-it-yourself part

If you would rather have a person look at it, get a free audit. You will get a score out of 100 and your three biggest fixes.

Common questions

What is a good engagement rate on Instagram? One to three percent is usually healthy for a business account. Lower is a warning, higher is great.

Can I audit a competitor too? Yes, and you should. See the competitor analysis guide.