Studio Scribis

Hey friend! If you feel like your content isn’t hitting the same, your Reels views are low, or your audience just isn’t engaging like they used to, then this post is for you.

Since 2019, I’ve audited 100+ Instagram profiles ranging from solopreneurs to small brands and SaaS companies. And in 2025, the audits I do look very different from the ones I did even a year ago.

In this updated post, I will guide you through auditing your Instagram profile in 2025, along with verified strategies, real data, and the tools I actually use to help my clients grow.

Why Instagram Audits Matter in 2025

You can’t fix what you don’t measure. Instagram has changed a lot, and most people are still using 2022 tactics in a 2025 algorithm.

A good audit shows you:

• Where you’re leaking in reach or engagement
• What content types are working (and which are dragging your profile down)
• How to fix your bio, captions, and posting schedule to actually grow again

How Instagram Changed in 2025 (According to Real Market Data)

These aren’t just random guesses, I pulled actual stats from 2025 market research studies:

• Reels still lead in both reach and engagement. On average, Reels get 16,000+ views and the highest share/save rate. If you’re not posting Reels consistently, you’re missing a big opportunity to be discovered.
• Carousels are strong for saves and deeper interaction. While Reels win overall engagement rate (1.23%), Carousels (0.99%) often outperform on saves and thoughtful comments—especially when they teach, explain, or inspire.
• Searchable content matters. Your bio, captions, and carousel slides should include keywords your audience is actively searching for.
• Peak times still win: Post mid-morning (11am–2pm) on weekdays for the best reach. This is consistent across most industries.
• The average IG engagement rate is now just 0.5% (down 28% YoY). Don’t panic, everyone is affected. But it means your strategy and engagement matters more than ever.

Sources: Metricool, Vidico, Later, SocialInsider, Reddit, Shopify

My Instagram Audit Framework (Updated 2025 Version)

Here’s the list of items that I go through in every audit I run for clients:

1. Profile & Bio

• Is your bio written for the right audience?
• Are you using searchable terms? (“Tech Copywriter for SaaS” > “Writer”)
• Do you have a strong CTA + clean bio link? (Try Pallyy’s free link tool)

2. Content Mix & Formats

• Are you using Reels for discovery + Carousels for engagement?
• Are your captions designed for saves, shares, or comments?
• Do you have a consistent content structure, like educational posts, tips formats, or themed day, that your audience can recognize and return to?
• Are your posts relevant and helpful to your audience?
• Do your posts help you to achieve your goals?

3. Follower Quality & Engagement

• Do you have fake followers and bot followers dragging down your reach?
• Is your audience aligned with your offers or niche?
• Are you getting real comments or just bots + emojis?
• Are you attracting followers from strategic locations?

Suggested read: How to calculate your Engagement Rate%?

4. SEO & Hashtags

• Are you using keywords in captions, not just hashtags?
• Are your profile name and username searchable and keyword-rich?
• Are you using Instagram’s location tags and topic tags to improve searchability?
• Are you using niche hashtags or overcrowded ones?
• Are you analyzing performance of hashtags regularly and rotating them?

5. Posting Schedule & Timing

• Are you posting when your audience is online? (Use Pallyy’s Best Time To Post)
• Are you spacing out content strategically, or dumping posts all at once?

6. Bonus: What About Instagram Stories?

Stories still play a huge role in building trust and staying top of mind, even if they don’t show up in your grid anymore.

Here’s what to check in your audit:

• Are you showing up in Stories at least 3 times per week?
• Do your Stories reflect your brand personality (not just reposts)?
• Are you using features like polls, questions, and stickers to boost interaction?
• Are you saving highlights that actually help new visitors understand what you do?
• Do you have consistent visual branding (fonts, colors, templates)?

Stories are still the best for relationship building, and turning strangers into “friends” that are familiar with your brand and the behind the scenes. If you’re not using them intentionally, you’re missing one of Instagram’s strongest trust-building tools.

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Top Tools I Use for Instagram Audits

These I the top analytics tools I have been using for my audits since the beginning.

1. Pallyy
This one’s my daily go-to. Simple, visual, and built for creators and social media agencies. I use it to track engagement, spot low-performing posts, and even plan content with their built-in calendar – best for agencies managing multiple channels.

2. Iconosquare
If you’re running a brand account or want detailed insights into your Instagram data, this one’s really good. Their competitor tracking and content performance reports are really nice too – best for brand owners.

3. Instagram Insights (yup, inside the app)
Don’t sleep on the basics. The built-in analytics for business or creator accounts gives you enough to understand your best times to post, content reach, and even Reels retention – best for individuals.

Pro tip: You’ll need a business account (not personal) to get full access to any of these tools.

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My 2025 Audit Tips That Still Work

If you’re stuck, not sure how to relaunch your Instagram growth, start here:

• Post less, but better. Reels + carousels 2-3x/week can outperform daily posts with no direction.
• Write like a human. Say something worth saving. Share a perspective, not just “tips.”
• Use Threads. Screenshot your own posts or repurpose them into carousels.
• Talk to your people. Reply to DMs, ask questions in Stories, and don’t post and ghost.
• Show up in Stories. Use Stories to build relationships with followers by posting behind-the-scenes, personal thoughts, or casual polls. People follow posts, but they stay for Stories.

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Want Me to Audit Your Instagram Profile?

If you’re serious about growing on Instagram in 2025, I’m opening up a few limited spots for a 1:1 audit (until 29 Sep 2025). This isn’t just a checklist, it’s a strategic deep dive to help you fix what’s broken and build what’s working.

Here’s what you’ll get:

• A full PDF report breaking down what’s holding your profile back (Audit + SWOT + Strategic Opportunities)
• My honest take on your content, tone, and structure
• A 30-minute strategy call to present the findings and map out next steps
• BONUS! A $100 Discount code for your 3-month Social Media Content package (if you decide to continue after the audit)

Price: $149 USD

This is ideal for founders, creators, or business owners who want expert eyes on their Instagram and a clear path forward.

Spots are limited (really!). If that sounds like you, reach out here, or DM me on Instagram @alleceambur before they fill up.

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Examples of Successful Instagram Audits:

• ACG TAX SERVICE:
• By optimizing their bio and incorporating trending hashtags, they increased engagement by 30% in just four weeks.
• Identified and removed fake followers, leadinging to a more authentic and engaged follower base.
• Redesigned their content format to match their image as a professional and modern NYC accounting firm.

Let’s wrap it up:

Instagram in 2025 is still a good way to advertise your business … but only if you’re strategic. Stop posting blindly and start aligning your content with what actually works and helps you reach your goals.

Use the tips above, run your own audit, or reach out if you want help.

You’ve got this.