# Social Media Audit Report > A structured social media audit with platform-by-platform performance analysis, content gap identification, and a 90-day action plan. Pre-filled with Instagram and LinkedIn examples. Source: https://buildpdfs.com/templates/social-media-audit Category: Business A structured social media audit with platform-by-platform performance analysis, content gap identification, and a 90-day action plan. Pre-filled with Instagram and LinkedIn examples. ## What's included - Platform-by-platform performance summary (followers, engagement, top posts) - Content mix analysis — what's working and what's missing - Brand voice and consistency assessment - Competitor benchmarking section - 90-day action plan table with priority and owner columns ## Sample content Maven Social Agency — Confidential Report Social Media Audit Social Audit Revive Wellness Coaching — April 2026 Client Revive Wellness Coaching Auditor Maven Social Agency Platforms Instagram + LinkedIn Period Jan – Apr 2026 SM ### Executive Summary Overview of findings across Instagram and LinkedIn 01 8,400 Instagram Followers +12% in 90 days 2.1% IG Engagement Rate vs 1.8% industry avg 1,240 LinkedIn Followers 0.8% engagement rate 0 Reels (Last 30 days) Critical gap identified ##### Overall Assessment Revive Wellness Coaching has built a genuine, engaged community on Instagram that is performing above industry benchmarks on engagement rate. However, two critical issues threaten sustained growth: the complete absence of Instagram Reels in the past 30 days (Reels currently receive 2–3x the organic reach of static posts), and a LinkedIn presence that is almost entirely repurposed Instagram content, generating only 0.8% engagement where 2%+ is the platform expectation. The opportunity is significant. Revive operates in a health and lifestyle coaching space where competitors are largely absent from LinkedIn's content ecosystem. A well-executed LinkedIn newsletter could establish category authority with minimal competition. On Instagram, recommitting to Reels as the primary growth format should be the immediate priority. ##### Top 3 Immediate Actions **Launch LinkedIn newsletter** — high opportunity, low competition in the wellness coaching niche on LinkedIn. **Commit to 3 Reels/week on Instagram** — currently 0 Reels in past 30 days. This alone could increase reach 2–3x. **Overhaul Story Highlights** — currently empty or disorganized. First impression for new profile visitors is critical. ### Platform Breakdown: Instagram 02 IG @revivewellness instagram.com/revivewellness — Audited through April 2026 8,400 Followers 1,200 Following 2.1% Avg Engagement Rate vs 1.8% industry avg 38 Posts (last 90 days) ##### Top Performing Posts (Last 90 Days) Best Before/after transformation — client journey reveal 4.8% Best Reel: "3 habits for better sleep" — original voiceover 3.9% Best Motivational quote carousel with client success story 3.2% ##### Worst Performing Posts Weak Infographic repost (not original) — nutrition stats 0.6% Weak Stock photo post with text overlay 0.4% ##### Identified Gaps on Instagram **No Reels in last 30 days.** Despite Reels being Revive's highest-performing format (3.9% ER in last period), zero Reels published in April. This is the most significant growth gap. **Inconsistent posting cadence.** Average 4x/week but with two visible multi-week gaps in Q1\. The algorithm deprioritizes inconsistent accounts. **No Story Highlights set up.** New profile visitors see empty Highlights rings. This is a key trust and navigation signal that is completely unused. **Bio lacks a clear CTA.** Current bio describes the brand but does not direct visitors to any action (DM, link, offer, newsletter). A single clear call to action in the bio typically increases link clicks 15–25%. **Stock and repurposed content drags average ER down.** Removing or reducing non-original content would lift the account's average engagement rate to approximately 2.6%+. ### Platform Breakdown: LinkedIn 03 LI Revive Wellness Coaching linkedin.com/company/revive-wellness — Audited through April 2026 1,240 LinkedIn Followers 12 Posts (last 90 days) 0.8% Avg Engagement Rate vs 2%+ LinkedIn average 0 Native Video Posts #### LinkedIn Content Analysis Of the 12 posts published on LinkedIn in the last 90 days, 10 were direct reposts of Instagram content without any modification for the LinkedIn audience. The remaining 2 were company announcements. No original LinkedIn content was created. This is the core problem: LinkedIn has a fundamentally different audience and content culture than Instagram. The LinkedIn algorithm specifically rewards native content — posts written in LinkedIn's format, using LinkedIn-native features (articles, newsletters, carousels, polls). Repurposed Instagram captions read as off-platform and receive minimal algorithmic amplification. ##### Profile Audit Findings **Featured Section is empty.** LinkedIn's Featured Section is prime real estate for showcasing offers, lead magnets, or key content. Currently unused. **Basic headline — no value proposition.** Current headline is the company name only. Should communicate what the company does and who it serves in under 120 characters. **No LinkedIn Newsletter launched.** LinkedIn newsletters receive a push notification to all followers upon each issue. In the health & wellness coaching niche, there are fewer than 5 active LinkedIn newsletters — a clear white space opportunity. **No video content.** LinkedIn native video is the highest-reach format on the platform, yet Revive has published zero videos. The existing Instagram Reels could be directly repurposed with minor edits. **Engagement rate far below platform average.** At 0.8%, Revive's LinkedIn performance is less than half the platform norm. This is a direct result of the content strategy issues above, not a follower quality problem. ##### Opportunity Score | Opportunity | Difficulty | Potential Impact | Competition | Priority | | ----------------------------------- | ---------- | ---------------- | ----------- | -------- | | LinkedIn Newsletter launch | Low | Very High | Almost none | ★★★★★ | | Native video (Reels repurposed) | Low | High | Low | ★★★★☆ | | Optimize profile + Featured section | Very Low | Medium | N/A | ★★★★☆ | | Original long-form posts | Medium | High | Medium | ★★★☆☆ | ### Recommendations Prioritized by impact and implementation effort 04 1 ###### Launch a LinkedIn Newsletter HIGH The single highest-leverage action available. LinkedIn notifies all followers of each new newsletter issue, functioning as a built-in email list. In the health and lifestyle coaching niche on LinkedIn, there are fewer than 5 active newsletters — this is a rare white-space opportunity. Topics should be distinct from Instagram: think professional wellness, habits for high performers, burnout prevention for leaders. Suggested cadence: bi-weekly. Target 500 subscribers within 90 days. 2 ###### Commit to 3 Instagram Reels Per Week HIGH Revive's best Reel achieved 3.9% engagement, nearly double the account average. Instagram's current algorithm gives Reels 2–3x the organic reach of static posts. A commitment to 3 Reels per week (regardless of perfection) will likely grow monthly reach by 40–60% within 60 days. Format recommendation: 15–45 seconds, original audio, text overlays with a key insight. Batch-film on one day to reduce production friction. 3 ###### Set Up Instagram Story Highlights MEDIUM Story Highlights are the first thing a new profile visitor sees after the bio. Currently empty. Recommended Highlights categories: "Transformations" (client stories), "Tips" (quick habit tips), "About Me" (founder story), "Work With Me" (coaching offering). Each Highlight should have a branded cover image. Estimated time to complete: 2–3 hours. 4 ###### Repurpose Top Instagram Content Natively for LinkedIn MEDIUM Do not cross-post directly. Instead, take the concept from a high-performing Instagram post and rewrite it for LinkedIn's format: longer text, professional framing, no hashtag-heavy captions. A 5-point Instagram carousel becomes a structured LinkedIn document post. This halves the content creation effort while dramatically improving LinkedIn engagement vs. the current repurpose approach. 5 ###### Remove All Stock Photography From Instagram LOW Stock photo posts are generating 0.4% engagement — the lowest on the account. They also signal inauthenticity to followers in a niche built on personal trust. Removing these posts (or replacing with iPhone-quality original photos) is an easy win. Authenticity is a competitive advantage in wellness; lean into it. ### 90-Day Action Plan 05 | Phase | Instagram Tasks | LinkedIn Tasks | Owner | | ------------------- | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | ------------------------ | | Week 1–4 Foundation | Set up Story Highlights (6 categories). Update bio with clear CTA link. Delete or archive stock photo posts. Film batch of 6 Reels in one session. Begin 3 Reels/week posting rhythm. | Optimize company page: headline, about section, featured links. Launch LinkedIn Newsletter (first issue: "Why Burnout Hits High Performers Hardest"). Post 3 original LinkedIn posts per week — rewritten from top IG concepts. | Social Manager + Founder | | Week 5–8 Build | Analyze which Reel formats perform best (hook style, length, topic). Double down on top format. Launch a monthly Instagram Live (Q&A or guest). Introduce a content series (e.g., "Monday Mindset Reel"). | Publish second and third newsletter issue. Begin promoting newsletter on IG Stories with link. Upload 2 native videos (repurposed from best IG Reels, re-edited for LinkedIn). Target: 200 LinkedIn newsletter subscribers. | Social Manager | | Week 9–12 Scale | Full Reels rhythm established. Review top 5 performers; create 3 sequel posts. Run an engagement campaign (ask followers a question, feature response in post). Audit Highlights again for freshness. | Newsletter at 400+ subscribers. Experiment with LinkedIn polls and document posts. Begin pitching guest newsletter swaps with adjacent wellness professionals. Measure engagement rate — target 2%+. | Social Manager + Founder | #### Measurement Framework Instagram Engagement Rate 2.1% now → 3.0%+ by Day 90 Meta Business Suite Weekly Instagram Reach \~12,000 → 20,000+ by Day 90 Meta Insights LinkedIn Engagement Rate 0.8% now → 2.0%+ by Day 90 LinkedIn Analytics LinkedIn Newsletter Subscribers 0 (new) → 400+ by Day 90 LinkedIn Newsletter Instagram Follower Growth 8,400 now → 10,000+ by Day 90 Meta Business Suite Prepared by Maven Social Agency for Revive Wellness Coaching — April 2026\. Confidential. Data sourced from platform native analytics (Meta Business Suite, LinkedIn Analytics). Engagement rate calculations based on: (Likes + Comments) / Followers × 100\. Industry averages sourced from Socialinsider 2025 Benchmark Report. ### Appendix: Raw Post Data 06 ##### Instagram — Last 90 Days Post Performance Sample | Date | Format | Topic | Likes | Comments | Shares | ER% | | ------ | ----------- | ----------------------------- | ----- | -------- | ------ | ---- | | Jan 12 | Carousel | Client transformation story | 384 | 22 | 18 | 4.8% | | Jan 19 | Reel | 3 habits for better sleep | 298 | 34 | 41 | 3.9% | | Jan 24 | Carousel | Quote + client story | 256 | 12 | 9 | 3.2% | | Feb 2 | Static | Motivational Monday | 178 | 8 | 3 | 2.2% | | Feb 8 | Static | Wellness tip — hydration | 162 | 6 | 2 | 2.0% | | Feb 15 | Repost | Infographic — nutrition stats | 44 | 2 | 1 | 0.6% | | Feb 22 | Stock photo | Morning routine text overlay | 32 | 1 | 0 | 0.4% | | Mar 5 | Reel | Morning routine walkthrough | 267 | 19 | 28 | 3.4% | | Mar 14 | Carousel | 5 signs of burnout | 220 | 14 | 11 | 2.8% | | Mar 28 | Static | Client testimonial graphic | 198 | 7 | 4 | 2.4% | ##### LinkedIn — Last 90 Days Post Performance | Date | Type | Content | Impressions | Reactions | Comments | ER% | | ------ | -------------------- | ------------------------ | ----------- | --------- | -------- | ---- | | Jan 15 | Repost from IG | 3 habits for sleep | 312 | 8 | 1 | 0.7% | | Feb 1 | Company announcement | New coaching program | 428 | 14 | 3 | 1.4% | | Feb 18 | Repost from IG | Burnout signs | 276 | 7 | 0 | 0.6% | | Mar 10 | Repost from IG | Transformation story | 344 | 9 | 2 | 0.9% | | Mar 25 | Company update | Team growth announcement | 512 | 18 | 4 | 1.7% | ## Frequently asked questions ### What is a social media audit? A social media audit is a systematic review of all your social accounts — reviewing what content performs, what's missing, whether your branding is consistent, and how you compare to competitors. It identifies the highest-impact improvements. ### How often should you do a social media audit? Quarterly for active social strategies; semi-annually if social is a secondary channel. This template is designed for quarterly audits. ### Is this social media audit template free? Yes — free to use. Share your platform metrics and the AI will build out the analysis and recommendations sections. [Use this template](https://buildpdfs.com/signup?templateId=social-media-audit) — free, no credit card required.