Instagram audit tool
Instagram audit tool: a scored audit of any public account
- Price
- Free plan: 100 credits, no card. One analysis uses about 50 credits.
- What you get
- A scorecard for profile, posting rhythm, format mix, engagement and captions and hashtags; median engagement by followers for photos, carousels and reels; reel views; the five best and five weakest posts; five recommended changes.
- Coverage
- Any public Instagram account, in any country, including competitors. Private accounts and Instagram Insights data such as reach, saves, shares and audience are not available.
- Time to report
- Usually 25–30 minutes.
- Account
- Sign-in with Google required to run it. You can read the example and fill in the form without an account.
Enter a public Instagram username. Nolyn's Instagram Audit reads the profile and the 30 most recent posts and reels, measures posting rhythm, format mix and engagement for each format, finds the best and weakest posts, and scores the account area by area with the numbers behind each mark, ending with the changes that would help most.
Example: @glossierHow do you audit an Instagram account?
Check the profile, posting rhythm, format mix, engagement by followers for each format and the captions, measured on the account's own recent posts. In Nolyn's October 18, 2026 sample, @glossier (3.13M followers) posted 30 times in 31 days; carousels had a median engagement of 0.145% of followers, reels 0.064%.
What the Instagram audit shows
A scorecard with numbers
Engagement by format
Best and weakest posts
Example: @glossier
A real run on October 18, 2026 for @glossier, the verified account of the beauty brand: 3.13M followers, 6,073 posts, a shop link and a bio tagging five retailer accounts. Nolyn read the profile and the account's 30 latest posts, published between September 15 and October 16, 2026.
Followers
3.13M
6,073 posts · verified · 3,617 following
Posting rhythm
6.7 a week
30 posts, Sep 15–Oct 16, 2026
Median engagement
0.108%
(likes + comments) ÷ followers; carousels 0.145%, reels 0.064%
Best post
0.811%
Lip balm flavor launch, 25,206 likes; 7.5× the median
| Area | What the audit found | Mark |
|---|---|---|
| Profile | Verified, shop link, bio tags 5 retailer accounts; no category set | Good |
| Posting rhythm | 30 posts in 31 days, about 6.7 a week | Good |
| Format mix | 20 carousels, 6 photos, 4 reels; reels have the lowest median engagement | Needs work |
| Engagement | Median 0.108% of followers; launches 0.6–0.8%, event and collab posts under 0.05% | Weak |
| Captions and hashtags | Median 262 characters; 0 of 30 use hashtags; 21 tag another account | Needs work |
Marks are Nolyn's reading of the account against its own posts, not an industry norm. Engagement = (likes + comments) ÷ followers, the median per post. Two collab posts owned by @intothegloss are left out.
Product launches carry the account
Carousels work; reels are rare and weakest
One giveaway brought two thirds of the comments
Event and collab posts are the weakest
Every figure was recomputed from the saved Instagram responses of this run (profile and three pages of posts). The posts endpoint returned no publish dates, so dates were decoded from the Instagram post IDs, which carry the publish time; the post announcing an October 17 event decodes to October 16. Views exist only for reels.
Run it for your own product or accountHow the Instagram audit works
Read the profile
Followers, following, number of posts, bio, link, category and business or verified status.
Read the latest posts
The 30 most recent posts and reels with date, format, likes, comments, reel views, caption length and hashtags.
Calculate
Posts per week, format mix and median engagement by followers for each format, with the number of posts behind each figure.
Score and recommend
Each area marked good, needs work or weak, the best and weakest posts, and the five changes that would help most.
Who uses the Instagram audit tool
Agencies pitching or onboarding a client
Brands checking their own account
Creators and social media managers
Limits
Only public accounts and public numbers. Nolyn cannot see Instagram Insights such as reach, saves, shares, story views or demographics, so engagement is measured on likes and comments. Posts with hidden like counts and collab posts owned by another account are left out. Marks compare the account with its own 30 latest posts, not with an industry benchmark.
Questions
What is an Instagram audit?
A review of an account's profile, posting rhythm, content formats, engagement and captions, ending with what to change. Nolyn's Instagram Audit Tool measures each area from the account's 30 latest posts and marks it good, needs work or weak with the numbers behind the mark.
How do you audit an Instagram account?
Check the profile first (bio, link, category), then count posts per week and the mix of photos, carousels and reels, calculate (likes + comments) ÷ followers for each format, and compare the best and weakest posts. In the @glossier example, carousels earned more than twice the median engagement of reels.
Can I audit a competitor's Instagram account?
Yes, any public account. Private accounts cannot be read, and Insights data stays with the account owner.
What is a good engagement rate on Instagram?
It falls as accounts grow. Nolyn measured 13 brand accounts in October 2026: a median of 0.15% of followers per post overall, 1.15% under 10K followers and below 0.1% above 100K. The free Instagram engagement rate calculator shows the brackets.
Is it a social media audit tool for other platforms too?
This page audits Instagram. For TikTok and YouTube accounts, use the TikTok account analyzer and the YouTube channel analyzer, which report the same kind of rhythm, engagement and best-post figures.
Is there a free Instagram audit tool?
You can start free: new accounts get 100 one-time credits, no card required. One analysis like this uses about 50 credits, so the free credits cover about 2 runs. Paid plans add monthly credits.
Do I need to sign up?
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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