Social media for accountants: audit your firm's Instagram
- Price
- Free plan: 100 credits, no card. One analysis uses about 48 credits.
- What you get
- A category table with posts, share of posts, median engagement and Reel views; posts far above your typical post flagged; a count of posts that ask clients to book or get in touch, register for an event or apply for a job; a side-by-side with a peer firm on the same categories; five changes and a content calendar for the next 4 to 8 weeks; a list of captions with tax figures or deadlines to check before reuse; and every post listed with its category so your team can correct it.
- Coverage
- Any public accounting, CPA, tax or bookkeeping firm's Instagram account. Use your own categories or the eight on this page. Private accounts, Stories, LinkedIn, Facebook, TikTok and Instagram Insights (reach, saves, shares, profile visits) are not covered.
- Time to report
- Usually 9 minutes.
- Account
- Sign-in with Google required to run it. You can read the example and fill in the form without an account.
How do you audit an accounting firm's social media?
Place each recent post in a content category, compare the share of posts and the response per category with what the account is for, count what your posts ask people to do, then plan the next weeks from what you find. In a run on November 9, 2026, a regional CPA firm's 48 posts made 11 asks, all for jobs and events and none for a client to get in touch, and its Reels drew 7.4 times the median engagement of its photos.
Enter your CPA or accounting firm's Instagram account. Nolyn sorts your 48 most recent posts into the categories firms plan with, such as tax deadline reminders, tax law updates, client stories and industries, team and hiring, and community events, shows how much of your feed each one takes up and what response it gets, and counts how often you ask anyone to book a call, register or apply. Then it lays out the next 4 to 8 weeks of posts. Add a peer firm to compare the same categories over the same dates.
- Posts, Aug 5–Nov 5
- 48 vs 38
- Median engagement
- 0.310% vs 2.296%
- Firm A asks
- 11 of 48
- Six-week calendar
- 22 posts
Key findings
- The account recruits; it never asks a client to call
- Industry articles fill the most posts and get the least response
The report includes
- Your content mix by category
- Response per category and format
- An ask count
- A peer firm on the same categories
- A 4–8 week content calendar
- Figures to check before you reuse a post
What you get
Your content mix by category
Response per category and format
An ask count
A peer firm on the same categories
A 4–8 week content calendar
Figures to check before you reuse a post
Sample: two US accounting firms, side by side
A real run on two public Instagram accounts of regional US CPA firms with about 1,300 and 1,100 followers, using the eight categories on this page and the goal of winning clients and attracting hires. We call them Firm A and Firm B. Both are shown over the same three months, and the run ended with a six-week calendar for Firm A. This describes what they posted, not the quality of their work.
Posts, Aug 5–Nov 5
48 vs 38
Firm A vs Firm B, pinned posts left out
Median engagement
0.310% vs 2.296%
(likes + comments) ÷ followers; 1,291 and 1,067 followers
Firm A asks
11 of 48
6 job ads, 4 event sign-ups, 1 careers list; 0 asks for a client to get in touch
Six-week calendar
22 posts
Nov 16–Dec 23, 4 services posts, placeholders in 12 rows
| Category | Firm A posts | Firm A median engagement | Firm B posts | Firm B median engagement |
|---|---|---|---|---|
| Client stories and industries served | 12 (25.0%) | 0.155% | 1 (2.6%) | 0.187% |
| Team, culture and hiring | 11 (22.9%) | 0.387% | 5 (13.2%) | 4.780% |
| Community and events | 8 (16.7%) | 0.426% | 21 (55.3%) | 1.218% |
| Tips and education | 4 (8.3%) | 0.116% | 2 (5.3%) | 0.281% |
| Other | 4 (8.3%) | 1.975% | 0 | — |
| Tax law and regulation updates | 3 (6.3%) | 0.077% | 1 (2.6%) | 0.843% |
| Firm news and awards | 3 (6.3%) | 0.387% | 6 (15.8%) | 3.327% |
| Services and how we work | 3 (6.3%) | 0.232% | 2 (5.3%) | 4.780% |
| Tax deadlines and tax-season reminders | 0 | — | 0 | — |
Aug 5–Nov 5, 2026, pinned posts left out. Categories as the run filed them from captions, with two recruiting-service posts moved to services. Engagement = (likes + comments) ÷ followers, median per post. Figures as Instagram returned them on November 9, 2026.
The account recruits; it never asks a client to call
Industry articles fill the most posts and get the least response
Reels and memes carry the response
No deadline reminders around October 15
The peer firm shows its people and events in carousels
The calendar keeps the rate and adds services
Every figure was recomputed from the responses saved from this run. The report filed two posts promoting the firm's recruiting service as client stories and a third as services; all three are services here, which moves client stories from 14 to 12 posts. The report also read Firm B through November 6, one day past Firm A's newest post; the table stops at November 5, so Firm B has 38 posts, not 39. Everything else matched: 0.31% median engagement for Firm A, Reels 7.4 times photos, 11 asks with none aimed at clients. The run's calendar has one explicit booking ask in 22 rows, which is fewer than its own finding suggests; you can ask for more in the same chat.
How it works
Enter your firm's account
Add your firm's @handle. Keep the eight categories or list the ones your team plans with, and say what the account is for.
Add a peer firm if you want one
Pick a public account of a firm you look to. Nolyn compares it with yours over the same dates.
Nolyn reads and sorts your posts
It reads your 48 most recent posts, places each in one category from its caption and works out the response per category and format.
Correct the categories, then plan
Check the post list, tell Nolyn what to move, and take the 4–8 week calendar into your next marketing meeting. Ask for changes, more booking asks or a CSV in the same chat.
Who uses an accounting firm social media audit
Marketing managers at CPA firms
Partners and firm owners
Recruiting and talent teams
What it cannot do
Nolyn reads the public numbers on each post: likes, comments and, for Reels, views. It cannot see reach, saves, shares, profile visits, Stories, follower details or which posts were promoted, and it cannot tell you whether a post brought in a client or a hire. Categories come from captions, not from the image, the video or carousel slides, so some posts will need moving. Forty-eight posts can cover a few weeks or several months, and tax season changes what a firm posts, so compare like periods. Engagement by followers is higher on small accounts, so compare categories within your own account first. It lists captions with tax figures and deadlines to check; it does not check them and gives no tax or legal advice.
Questions
Decide what the account is for, such as new clients, current clients or hiring, then plan a few content categories that serve it and check the mix every quarter. Many firm accounts end up doing one job without meaning to. In the sample, Firm A's link in bio and all 11 of its asks were about jobs and events, and none asked a client to get in touch.
This page starts with eight categories: tax deadline reminders, tax law updates, tips and education, client stories and industries, services, team and hiring, community and events, and firm news. Use your own list if your team plans with different ones. In the sample, posts about people, events and short Reels got far more response than articles.
We have no benchmark across firms, and two accounts do not make one. In the sample, over the same three months, Firm A's median was 0.310% with 1,291 followers and Firm B's 2.296% with 1,067. Compare your own categories and formats with each other first.
Start from your own posts, not a template: keep the posting rate you can sustain, repeat the categories and formats that got a response, add the asks your goal needs and the deadlines you already work around. Nolyn does this at the end of the audit, for the next 4 to 8 weeks, and leaves figures and dates for your team to fill in.
Only you can decide, but check the dates and figures each year. Neither sample firm posted one between August and November. The audit lists any caption with a deadline, rate or limit so someone can confirm it is current before the post is reused; it does not check the figures.
For anyone who practices before the IRS, Circular 230 section 10.30 (31 CFR 10.30) bars any public communication with a false, fraudulent or coercive statement or claim, or a misleading or deceptive one, and it bars enrolled agents from calling themselves certified. State boards of accountancy have their own rules. Checked November 9, 2026; this is not legal advice.
Yes, if its account is public. Both are read over the same dates and placed in the same categories. Use it to see how another firm divides its feed and what it asks people to do. A national firm has a different team and budget, so its rate is not a target for a regional one.
No. It is a report, not an agency. It does not post, reply or run ads. It shows what your feed is doing so your team, or the agency you already use, can plan from real numbers.
No. Nolyn reads public posts only, so you never connect your account or share a password. That also means Instagram Insights such as reach and saves are not included.
This audit covers Instagram only, so posts your firm shares on LinkedIn, Facebook or elsewhere are not counted.
Reading this page and the sample is free. Running an audit needs a free Nolyn account: sign in with Google and you get 100 free credits. The sample run, with a peer firm, used 48 credits and about 9 minutes, so a run like it fits in the free credits. Follow-up questions in the chat use more.
To run it, yes: sign in with Google. It is free and asks for no card. You can read the example and fill in the form before signing in.
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