What is a good social media engagement rate?

Instagram: 1–3% is average, 3–6% is good, 6%+ is excellent. Facebook: 0.5–1% average (organic reach is very low). LinkedIn: 2–5% average for company pages. TikTok: 5–9% average. These are benchmarks — your real target is improving vs your own historical performance, not just hitting industry averages.

What is a good social media engagement rate?

Instagram: 1–3% is average, 3–6% is good, 6%+ is excellent. Facebook: 0.5–1% average (organic reach is very low). LinkedIn: 2–5% average for company pages. TikTok: 5–9% average. These are benchmarks — your real target is improving vs your own historical performance, not just hitting industry averages.

Social Media

Social Media Audit Checklist: Evaluate Your Presence

A complete social media audit checklist to evaluate your profiles, content performance, audience growth, competitor positioning, and brand consistency across all platforms — with action items for improvement.

37 checklist itemsSocial Media AuditSocial Media StrategyContent Audit

The Complete Checklist

List all social media accounts your business has (including dormant ones)

Verify all usernames are consistent with your brand name across platforms

Check and update all profile photos to high-resolution, on-brand imagery

Update all cover/header images with current brand visuals

Verify all bios are complete, keyword-rich, and include website link

Check all contact information is accurate on each platform

Verify all platforms have correct business hours (Facebook, Google Business)

Review and update "About" sections with current services/products

Audit all pinned posts — are they still relevant and high-performing?

Check all links in bio are working and going to correct destination

Review follower count trends over last 6 months — growing or declining?

Calculate engagement rate: (likes + comments + shares) ÷ reach × 100

Identify your top 10 best-performing posts — what do they have in common?

Identify your bottom 10 worst-performing posts — what to stop doing?

Review posting frequency — are you posting consistently?

Check best posting times from your platform analytics

Review content mix: educational vs promotional vs entertainment vs social proof

Count how many posts use video vs static images — shift toward video

Check response rate to comments and messages — should be under 4 hours

Review user-generated content mentions — are you resharing and crediting?

Analyze top 3 competitors: follower count, posting frequency, engagement rate

Identify content formats competitors use that you have not tried

Check competitor bio strategies and unique value propositions

Review hashtag strategy — are you using relevant, researched hashtags?

Check if Instagram posts have alt text added for accessibility

Review story content — are you posting stories consistently (daily or weekly)?

Check Reels/TikTok performance — short video content is highest organic reach

Review LinkedIn content strategy — thought leadership vs promotional ratio

Audit LinkedIn Company Page completeness — all sections filled?

Check if YouTube channel art and description are updated

Review YouTube video SEO — titles, descriptions, tags, thumbnails

Audit Pinterest boards if relevant — are they keyword-optimized?

Check all paid social ad accounts are linked to correct business profiles

Review pixel/tracking tag status on all platforms

Create priority action list from audit findings

Set measurable goals for next 90 days: follower growth %, engagement rate target

Schedule quarterly audit in calendar

Pro Tips

Focus on 2–3 platforms where your audience is actually active rather than maintaining mediocre presence everywhere

Engagement rate is more important than follower count — 1,000 engaged followers outperform 10,000 silent ones

Delete or clearly archive dormant accounts — ghost accounts with old content damage brand credibility

Repurpose your top-performing organic content as paid ads — proven content + paid amplification = efficient spend

Benchmark your engagement rate against industry averages, not absolute numbers

Frequently Asked Questions

Full audit: quarterly. Quick performance check: monthly. Profile completeness review: every 6 months. After any major brand changes (logo update, messaging pivot, new products): immediately. Regular audits prevent slow decline in performance that goes unnoticed without systematic review.

Standard engagement rate formula: (Total Engagements ÷ Reach) × 100. Engagements include: likes, comments, shares, saves, and clicks. Some tools use followers instead of reach as the denominator — this gives a lower number but is also useful for benchmarking. For a post that received 200 likes + 30 comments + 20 shares = 250 engagements, shown to 5,000 people (reach): Engagement Rate = (250 ÷ 5,000) × 100 = 5%. Track this metric per post and per platform in a spreadsheet or scheduling tool like Buffer or Hootsuite which calculates it automatically.

Platform selection framework based on business type: B2B services and SaaS: LinkedIn is non-negotiable, optionally YouTube for educational content. B2C lifestyle and fashion brands: Instagram + TikTok for visual storytelling. Local service businesses: Facebook (local community groups and ads) + Instagram. E-commerce: Instagram + Pinterest for product discovery. Education and thought leadership: LinkedIn + YouTube. Start with the 1–2 platforms where your specific audience is most active and where your content format strength (video, images, written) matches platform requirements. Master 2 platforms before expanding.

Platform-specific analytics for top content: Instagram: Professional Dashboard → Content You Shared → sort by Reach or Engagement. Facebook: Creator Studio → Content Library → sort by Reach or Engagement. LinkedIn: Analytics → Updates → sort by Impressions or Engagement Rate. TikTok: Creator Tools → Analytics → Content Tab → sort by views. Look for patterns in your top 10 posts: format (video vs image vs carousel), topic (educational vs promotional vs personal), posting time, hook style, and length. Double down on what the data shows works — replicate format and topic, not exact content.

Ghost accounts are old, inactive social media profiles that still appear in search results and brand Google searches. They can confuse customers and damage brand perception. Finding them: (1) Search your brand name on every major platform: Facebook, Instagram, LinkedIn, Twitter/X, YouTube, Pinterest, TikTok, Snapchat, (2) Use Namecheckr.com to scan 100+ platforms simultaneously, (3) Check if old agency or team members created accounts in your brand name. Resolution: if you can access the account, either reactivate it with current content or delete it. If you cannot access it: report it to the platform as impersonation with your business registration documents. Document all brand usernames in a central register to prevent future orphan account creation.

Related Resources

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