Guide · social media research
How to do an Instagram audit of any account
An Instagram audit reviews an account’s profile, content and results to find what works and what to fix. For your own account, Instagram’s free insights show views, interactions and follower trends for up to the past 90 days. For anyone else’s, such as a prospect, a competitor or a creator, you work from public data: the profile, the recent posts and their counts, and About this account. Either way, measure each post against the account’s own average to find what works. Or ask Oneirosea for the audit in one prompt.
Your account or someone else’s
| Your account | Anyone else’s | |
|---|---|---|
| Where the numbers come from | Instagram insights, free on public accounts | The public profile and posts |
| Results | Views, interactions and accounts engaged, for a time frame within the past 90 days | Likes, comments and views on each post, unless the account hides them |
| Audience | Top countries, cities, age ranges and gender, once content reaches over 100 accounts | Not shown: read the comments to see who engages |
| Followers | Gained and lost over time, once the account has 100 followers | The current count |
| Account history | About this account | About this account: date joined, username changes and, for some accounts, the country it’s based in |
Source: Meta Business Help Center, Instagram Help Center, Instagram Help Center
Audit the profile
- Name: does it say what the account offers, as well as who it is?
- Bio: who it serves and what it promises, clear in one read.
- Link: where it sends people, and whether that page delivers on the bio.
- Highlights: current, with the ones a new visitor needs first.
- Grid: do the last 12 posts tell a stranger what to expect?
Audit the content
- Take the last 30 posts and tag each with its format (Reel, carousel or photo) and its topic.
- Count how often the account posts, and which formats and topics take most of its effort.
- Find the median likes or views of those posts, and mark every post at twice the median or more: those are what work for this account.
- Read what the marked posts share: the hook, the format, the topic, the length.
- Read their comments: the questions and objections show what the audience wants next.
Some accounts hide the like and view counts on their posts. On those, compare comments instead.
Source: Instagram Help Center
Turn the audit into a short report
- Positioning: who the account serves and what it promises, in a sentence.
- Content pillars: the three or four topics it returns to, with an example of each.
- What works: the posts far above its median, and the pattern behind them.
- What to fix: the gaps in the profile, and the formats that keep falling below the median.
- Three tests: one post each, with a number to beat.
For an agency, this is the audit to send a prospect before the pitch: it shows you understand their account before they’ve paid you anything.
An Instagram audit in one prompt
Oneirosea works like ChatGPT for social media, answering from live public data. Name any account on Instagram, TikTok or YouTube and it reads the profile and recent posts, finds the posts that beat the account’s usual numbers, reads their transcripts and comments, and hands back a teardown: who the account serves and what it promises, its content pillars, its standout posts and why they matter, the hooks and formats worth adapting, what not to copy, and tests to run.
Audit [handle] on Instagram as if I’m pitching them: who they serve, their content pillars, the posts that beat their usual numbers and why, what to fix, and three tests to propose.
Common questions
What is an Instagram audit?
A review of an account’s profile, content and results that finds what works, what to fix and what to test next.
Can I audit someone else’s Instagram account?
Yes, from public data: their profile, their recent posts with likes, comments and views where shown, and About this account. Only the owner sees the account’s insights.
Is there a free Instagram audit tool?
For your own public account, Instagram’s insights are free and cover up to the past 90 days. For anyone else’s, the profile, the posts and About this account are free to read; Oneirosea puts them together into a full audit in one prompt.
What should an Instagram audit include?
The profile, the content pillars and formats, how often the account posts, the posts far above its median and why, what its comments ask for, what to fix, and three tests.
Why can’t I see likes on some Instagram posts?
An account can hide the like and view counts on the posts it shares. You can still read and count the comments.
Sources
- About Instagram insightsMeta Business Help Center, read October 26, 2026
- Hide or unhide like counts on Instagram posts and reelsInstagram Help Center, read October 26, 2026
- What is “About this account” on Instagram and ThreadsInstagram Help Center, read October 26, 2026