If your content isn't growing, you don't need more content — you need a diagnosis. A social media audit tells you exactly what's working, what's broken, and what to fix first.
This template has been used by over 3,000 creators to turn stagnant accounts into growing ones.
When to Run an Audit
- Every quarter (minimum)
- After a significant drop in engagement
- Before launching a new product or campaign
- When you're about to add a new platform
Part 1: Profile Audit
Bio & First Impression
- [ ] Does your bio clearly state what you do and who you help?
- [ ] Is there a clear call-to-action (link, subscribe, follow)?
- [ ] Does your profile photo look professional and recognisable?
- [ ] Are your highlights/pinned posts relevant and up-to-date?
Profile Completeness
- [ ] Username is consistent across all platforms
- [ ] Contact information is accurate
- [ ] Link in bio is working and points to the right place
- [ ] Bio keywords match what your target audience searches for
Score yourself: /10
Part 2: Content Audit
Performance Review (Last 30 Posts)
For each platform, identify:
Top 5 performing posts:
- What format were they? (reel, carousel, text, video)
- What topic/pillar did they cover?
- What time were they posted?
- What was the hook/first line?
Bottom 5 performing posts:
- What format were they?
- What topic/pillar?
- What was different about these?
Content Mix Analysis
- What percentage of your content is educational vs. entertaining vs. promotional?
- Ideal ratio: 40% educational, 30% entertaining, 20% community, 10% promotional
Posting Consistency
- How many posts did you publish in the last 30 days?
- How many days did you miss?
- Is there a pattern to your best-performing posting times?
Score yourself: /10
Part 3: Audience Audit
Demographics
- What's the age range of your audience?
- Where are they located?
- When are they most active?
Engagement Quality
- Are you getting genuine comments or just emoji reactions?
- Do people save and share your content?
- Are you attracting your target audience or random followers?
Community Health
- Do you respond to comments and DMs?
- Do followers tag you or mention you organically?
- Is your audience growing, flat, or declining?
Score yourself: /10
Part 4: Competitor Analysis
Pick 3–5 accounts in your niche that are growing faster than you.
For each, note:
- What content formats do they use most?
- How often do they post?
- What hooks and CTAs do they use?
- What's their engagement rate compared to yours?
- What are they doing that you're not?
Don't copy — learn patterns and adapt.
Part 5: Platform Audit
For each platform you're active on:
Keep
- Is this platform driving real results (followers, revenue, opportunities)?
- Is your audience here?
Drop
- Are you posting here just because "you should"?
- Is the ROI on your time negative?
Add
- Is there a platform where your target audience is active but you're not present?
Rule of thumb: Better to be excellent on 2 platforms than mediocre on 5.
Part 6: Action Plan
Based on your audit scores, prioritise fixes:
Quick Wins (This Week)
- Update your bio and profile photo
- Fix your link in bio
- Pin your best-performing content
- Respond to your last 20 comments
Medium-Term (This Month)
- Adjust your content mix ratio
- Test the posting times your top competitors use
- Create a content calendar for the next 30 days
- Drop any platforms that aren't working
Long-Term (This Quarter)
- Develop 2–3 new content formats based on competitor analysis
- Build a consistent posting schedule you can sustain
- Set specific, measurable growth targets
- Schedule monthly mini-audits to track progress
Your Audit Scorecard
Total: /30
- 25–30: You're in great shape. Focus on scaling.
- 18–24: Solid foundation. Fix the weak spots.
- 12–17: Significant room for improvement. Focus on fundamentals.
- Below 12: Time for a reset. Start with profile and content basics.
Final Thoughts
An audit isn't about feeling bad about your numbers. It's about getting clarity on what to do next. Run this template quarterly, and you'll always know exactly where to focus your energy.
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