The following is a content audit I completed for a wellness brand.
Instagram & Facebook
What I liked:
The content adds value to the audience’s life as it is educational
Posting frequency
Community engagement
Content quality - reels, food photography
Inclusion of memes
Posts like these: (Links removed for confidentiality, I link posts and comment on why they're good. Example: "Challenging opinions usually leads to more comments which consequently leads to increased reach". "Good adoption of a trend". "Topically relevant and valuable content".)
What I recommend:
A Better Content Mix: Using more video content on the page, especially reels, to reach out to a larger audience as Instagram has shared its intentions to pivot to video content. The brand should leverage the increased discoverability offered by reels that are being organically pushed to more and more users. The next most engaging content is carousel posts. Increasing the frequency of these two formats would increase the organic reach of the page. In fact, reels have consistently been the most effective tool in reaching non-followers.
Improving Discoverability: Creating content for and posting more reels, using a larger quantity of relevant hashtags and audience segmentation for ads would help improve discoverability.
Fewer Text-heavy Posts - those could in turn be carousels with less text per picture. Posts with more than 20% text of the overall image are pushed down by the algorithm.
Changes to Graphics: Reducing heavy reliance on graphics and choosing to have a more consistent brand language in the graphic posts that are shared.
Content Relevance: Sharing content around relevant days for the brand (World Health Day, national holidays and more) in a more engaging manner, currently these are the lowest-performing posts.
Instagram Story Features: Frequently using polls, questions box, quiz, links and more. Instagram rewards this behaviour.
Consistency in Visual Content: Overall aesthetic and consistency in content. When someone scrolls through the feed, it should look like a balanced pattern. Reel cover photos can be customised for this purpose.
Including UGC: Sharing more user-generated content on the page would help boost content interaction and consequentially the overall reach. If it does not match the aesthetic, it can be part of a carousel post. More successful transformations can be posted in more formats than just the current one.
More Collaborations: Collaborations with influencers will help increase overall reach and boost follower count. Collaborations with authorities in your niche would help in audience cross-promotion. Instagram takeovers, reels, Instagram LIVEs can be planned with them.
More recipe and busting myth videos: These seem to be performing well out of all the existing content.
Adopting Trends: Several Instagram reel trends can be adopted for the brand's audience.
Improving Community Engagement: While most of the comments under posts were replied to, a small percentage were not. Even if it is a like or a response that’s just an emoji, this adds to the total content interaction. High content interactions lead to higher reach.
I disliked posts like these: (Links removed for confidentiality, I link posts and comment on why they're good. Example: "Good content but not shot in the correct format (16:9)". "This doesn’t go with the brand language".
YouTube
What I liked:
Content quality.
What I recommend:
Creating an editorial calendar for YouTube.
Posting long-form educational content consistently.
Repurposing reels content as YouTube shorts.
Making content in the right dimensions.
What I liked:
The People of (brand name removed for confidentiality) campaign.
What I recommend:
Research what type of content performs well on LinkedIn.
Create a content calendar for LinkedIn.
Continue posting on LinkedIn frequently.
2022
