Brand audit: your website and social account in one report
- Built for
- Brands that sell their own product (DTC, digital products, food, beauty, home) and have a website. Creators without a product should use the Instagram audit.
- You enter
- Your website and one Instagram or TikTok account. A brand to compare is optional.
- Price
- Free plan: 100 credits, no card. One analysis uses about 70 credits.
- What you get
- A positioning table (what your bio and your home page each say you sell, for whom and why), your path from post to purchase step by step with what breaks, your recent posts by category with median engagement and how many say where to buy, comment signals from your most-commented posts, the same table for a brand you compare with, and a four-week plan with what to count on day 30.
- Coverage
- Any public brand website Nolyn can read without signing in, and any public Instagram or TikTok account, in any country. It reads about 36 recent posts. Sales, traffic, conversion, ad spend, Insights and pages behind a login or bot block are not available.
- 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 do a brand audit?
Check what a stranger meets in order: your bio, the first screen of your website and the posts in between, then follow one post to a product page. In a run on November 8, 2026, Brightland's bio said "Fine pantry essentials" and its home page opened with "A Feast for the Senses", neither naming olive oil, and its 9 posts with no product drew 93.9% of its likes.
Enter your brand's website and its Instagram or TikTok account. Nolyn reads your home page the way a first-time visitor would, puts it next to your bio, follows one post through your link in bio to a product page, and sorts your recent posts into the ones that only get attention and the ones that point people to a purchase. You get a 30-day plan tied to what it found. Add a brand you look to and both are compared over the same dates.
- Posts, Sep 25–Nov 7
- 33 vs 17
- Median engagement
- 0.072% vs 0.244%
- Likes on posts with no product
- 93.9%
- Posts that name a product and say where to buy
- 6 of 33 vs 3 of 17
Key findings
- Neither the bio nor the first screen says olive oil
- Posts with no product take almost all the likes
The report includes
- Positioning at a glance
- Your path from post to purchase
- Attention vs customers
- Comment signals
- A brand you look to, on the same dates
- A 30-day plan
What you get
Positioning at a glance
Your path from post to purchase
Attention vs customers
Comment signals
A brand you look to, on the same dates
A 30-day plan
Sample: Brightland, with Graza for comparison
A real run on November 8, 2026, on Brightland, a California olive oil brand that sells online, with Graza, another olive oil brand, as the comparison. Both are public brand accounts; neither is a Nolyn customer. The table shows each brand's own posts over the same six weeks. It describes what they posted and the public response, not their sales.
Posts, Sep 25–Nov 7
33 vs 17
Brightland vs Graza, brand-owned; pinned and 2 vs 7 partner-owned posts left out
Median engagement
0.072% vs 0.244%
(likes + comments) ÷ followers; 207,768 and 227,853 followers
Likes on posts with no product
93.9%
Brightland: 9 culture posts drew 43,022 of 45,823 likes
Posts that name a product and say where to buy
6 of 33 vs 3 of 17
Brightland's 90 comments read: 0 buying questions, 4 wanting to try or gift
| Category | Brightland posts | Brightland median engagement | Brightland posts that say where to buy | Graza posts | Graza median engagement |
|---|---|---|---|---|---|
| Culture and entertainment | 9 (27.3%) | 0.526% | 0 | 6 (35.3%) | 0.118% |
| Offer or launch | 10 (30.3%) | 0.062% | 6 | 6 (35.3%) | 0.734% |
| Recipe or how-to | 6 (18.2%) | 0.051% | 0 | 1 (5.9%) | 0.102% |
| Brand and behind the scenes | 4 (12.1%) | 0.051% | 0 | 1 (5.9%) | 1.736% |
| Customers and press | 3 (9.1%) | 0.027% | 0 | 1 (5.9%) | 57.323% |
| Product | 1 (3.0%) | 0.027% | 0 | 2 (11.8%) | 0.098% |
Posts from Sep 25 to Nov 7, 2026 owned by @wearebrightland and @getgraza; pinned posts and posts owned by partner accounts left out. Engagement = (likes + comments) ÷ followers, median per post; two Brightland posts with hidden likes left out of engagement. Figures as Instagram returned them on November 8, 2026.
Neither the bio nor the first screen says olive oil
Posts with no product take almost all the likes
At Graza, launches are what people respond to
Launch posts get the few signs of buying
The link in bio leads to one $120 set
The site shows a handle that is not the brand
Every figure was recomputed from the responses saved from this run, and we placed each post in a category by reading its full caption. The run's own report differs in places, and the table uses our recount: it counted 2 Brightland and 9 Graza posts owned by partner accounts as the brands' own (we count 7 for Graza and leave all of them out, since their likes come from the partner's followers), counted 4 Brightland posts that say where to buy where we count 6, and found no email sign-up on the home page, where the page's footer offers one ("Brighten your inbox — sign up for product launches, seasonal recipes and more."), with no discount. It could not read Graza's link list, so Graza's headline comes from our own read of graza.co the same day. Brightland's bio and home page were read on November 8, 2026 and may have changed since. Likes and comments are not sales: nothing here shows how many people bought.
How it works
Enter your website and account
Add your site and your brand's Instagram or TikTok @handle. Add a brand you look to if you want a comparison.
Nolyn reads your site as a stranger
It reads your home page and up to two pages a buyer opens next, without signing in, and quotes what it finds.
It reads and sorts your posts
About 36 recent posts go into six categories, with engagement, posts that say where to buy and comments on your most-commented posts.
Fix the path, then follow the plan
Use the positioning table and the path from post to purchase to fix your bio, link and first screen, then work through the four weeks.
Who uses a brand audit
Founders of small product brands
Brands selling digital products
Marketing leads and freelancers
What it cannot do
Nolyn reads public pages and public post numbers: likes, comments and views. It cannot see sales, traffic, conversion, add-to-cart, ad spend, reach, saves, shares, Stories or Instagram and TikTok Insights, so it cannot tell you which post brought a customer, only public signals. It reads your website as text without signing in: pop-ups, images, pages behind a login and sites that block automated readers may be missing, and when something is not in the returned text the report says so rather than guessing. Categories come from captions, so a carousel whose slides show a product may be placed elsewhere. About 36 posts can cover weeks or months depending on how often you post. It does not check SEO, page speed or ads; for that you need a website audit tool.
Questions
A check of how your brand comes across to someone who does not know it yet: what your website and your social account say you sell, whether they agree, and whether your posts lead people to buy. This tool does it for one website and one Instagram or TikTok account, with numbers from your recent posts.
Look at what a stranger meets in order: your bio, the first screen of your website, and the posts in between, then follow one post to a product page and note every break. Then sort your posts by type and compare the response with how often each type says where to buy. In the sample, Brightland's 9 posts with no product drew 93.9% of its likes, and none said where to buy.
It is a template that fills itself in. The sections are the ones most brand audit templates use for a small brand: positioning, customer path, content and a plan. Nolyn fills them from your live site and posts instead of a blank sheet, so the numbers are yours.
Brands that sell their own product and have a website: DTC products, digital products, food, beauty, home and similar. If you are a creator without a product, the Instagram audit fits better. To compare several brands' social accounts, use the social media competitor analysis.
It looks at growth through the lens of customers rather than followers: which posts get a response, which point to a product, and whether your bio and link turn that attention into a visit. The 30-day plan is tied to those findings. It does not promise follower growth.
Yes. Choose TikTok and enter the brand's TikTok @handle. The website part is the same. Views are counted for every TikTok video.
No. It reads your site the way a first-time visitor would: the headline, the first button, prices, sign-up and the pages a buyer opens next. For SEO, page speed or broken links, use a website audit tool.
No. Nolyn reads public pages and posts only, so you never connect an account or share a password. That also means Insights such as reach and saves are not included.
Yes. Add its account and, if its bio links to a link list, its website. Both are read over the same dates and put in the same categories. A larger brand may run paid promotion and retail deals, so use it to see how it divides its feed, not as a target.
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 second brand, used 70 credits and about 9 minutes, so a run like it fits in the free credits. That is one run, so yours may cost more or less, and follow-up questions 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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