A social media audit checklist for your own accounts
Go through your profile, your posts and what they brought in, and leave with three changes to make.
Social media audit checklist
The checklist
Fill Your answer for every row first, then go back for What to change.
| Area | Check | Your answer | What to change |
|---|---|---|---|
| Profile | Does your name or headline say what you do, not only who you are? | ||
| Profile | Is your photo your face, recent and clear at a small size? | ||
| Profile | Does your bio say who you help and with what? Instagram allows 150 characters. | ||
| Profile | Does your link in bio open properly on a phone and lead somewhere useful? | ||
| Profile | Can someone contact you or book in two taps from your profile? | ||
| Posting | How many posts did you share in the last 30 days? | ||
| Posting | Was there a gap of more than two weeks? When? | ||
| Posting | Which formats did you use: text, photo, carousel, video? | ||
| Posts | Which three posts reached the most people? What do they have in common? | ||
| Posts | Which three reached the fewest? What do they have in common? | ||
| Posts | How many posts asked people to do something, like reply or book a call? | ||
| Posts | Do your last nine posts make it clear what you do? | ||
| Replies | Are there comments or messages you haven't answered? | ||
| Replies | Who comments most: clients, peers or strangers? | ||
| Results | How many enquiries in the last 30 days came from a post? | ||
| Results | How many clicks did your link in bio get? | ||
| Decide | Double down: what will you do more of? | ||
| Decide | Fix: what will you change? | ||
| Decide | Stop: what will you drop? |
Example: three rows for a property agent
Filled in for a made-up property agent's Instagram.
Example
Three rows, filled in
| Check | Your answer | What to change |
|---|---|---|
| Does your bio say who you help and with what? | It says Property agent. It doesn't say where, or for whom. | Rewrite it as: Helping first-time buyers in [area] find their first home. |
| Which three posts reached the most people? | All three were walkthrough videos with captions. | Post one walkthrough video every week. |
| Stop: what will you drop? | The monthly market report as a plain text post. It gets almost no replies. | Turn the report into a carousel instead. |
Let Postmosis do the first pass
The account audit in Postmosis reads your public Instagram or TikTok, scores your profile and suggests what to change, bio included.
See the account audit
Audit one account at a time
Open your numbers
Have your insights open before you start.
Read the replies
Comments and messages tell you more than likes about which posts bring in work.
Make three decisions
End with one thing to do more of, one to fix and one to stop. A short list you act on beats a long one you don't.
Common questions
Start my weekWhat is a social media audit?
A social media audit is a check of your own accounts: what your profile says, what you've posted, what worked and what to change. For one person, a checklist like this one is enough.
How often should I audit my social media?
Once a quarter, or sooner if your posts stop getting replies.
Which numbers do I need?
The posts you shared last month, how many people each one reached, the comments and messages they got, and any enquiries that came from a post.
Can Postmosis audit my LinkedIn?
No. The account audit reads public Instagram and TikTok accounts. For LinkedIn, use this checklist.
Can I download it?
Yes. Download it for Google Sheets or Excel, or copy the table and paste it into a sheet.
Sources
- Instagram Help Centre: Add a bio to your Instagram profile, read 28 October 2026
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