Free Social Media Audit Tool
A social media audit is a periodic check of whether each channel is actually earning its place. These six calculators do the numeric half of one: they work out your engagement rate the way each platform measures it, and tell you what a normal number looks like there. Free, no sign-up, no account data stored.
What a Social Media Audit Covers
A useful audit answers four questions per channel, in this order. The tools on this page settle the second one, which is the question most people get wrong, because it is the only one with a formula behind it.
1. Is the profile itself in order?
Handle, bio, link, pinned content and contact details. Cheap to check and cheap to fix, which is why it goes first.
2. Is the audience engaging?
Engagement rate against a published benchmark for that platform. This is what the six calculators below compute, each using the formula that platform is actually measured by.
3. Is the content mix working?
Which formats and topics carry the account, and which are being published out of habit. Rank your last thirty posts by engagement and read the top and bottom five.
4. Is the channel worth the effort?
Time spent against results returned. An audit that never concludes that a channel should be dropped is not an audit.
The Six Calculators
Instagram
0.48% averageLikes and comments on a typical post, against your followers.
Open calculatorTikTok
3.85% averageLikes, comments and shares on a video, against its views.
Open calculatorYouTube
2.34% averageLikes and comments on your videos, against total views.
Open calculatorLinkedIn
5.20% averageLikes, comments and reposts on a post, against its impressions.
Open calculatorFacebook
0.15% averageReactions, comments and shares on a Page post, against fans.
Open calculatorX
0.12% averageLikes and reposts on a post, against your followers.
Open calculator
Why You Cannot Compare These Numbers Across Platforms
Every platform divides engagement by something different, and the thing it divides by is what makes the number large or small. This is the single most common mistake in a self-run audit.
- Divided by views: TikTok and YouTube. Views count only people who actually saw the post, so the denominator is small and the rate is high. TikTok averages 3.85%, YouTube 2.34%.
- Divided by impressions: LinkedIn. Impressions count times the post was served, including repeats to the same person. LinkedIn averages 5.20%.
- Divided by followers: Instagram, Facebook and X. Followers include everyone who ever followed you, most of whom never see any given post, so the denominator is enormous and the rate collapses. Instagram averages 0.48%, Facebook 0.15%, X 0.12%.
A 0.5% Instagram rate and a 3.9% TikTok rate are both dead average. Read each number against its own platform benchmark, and track the trend on each channel over time. That comparison is meaningful. Ranking six platforms against each other by raw percentage is not.
Want the checklist version?
The calculators cover step two. If you want the whole audit as something you can work through and hand to a client, the template walks all four steps with the questions to ask at each one.
Get the social media audit templateFrequently Asked Questions
What is a social media audit?
A structured review of every social channel you run, checking whether the profile is correct, whether the audience is engaging, whether the content mix is working, and whether the channel is worth the time it costs. It is a decision-making exercise, not a reporting one: the output should be a list of things to change or stop.
How often should I run one?
Quarterly for most accounts. Monthly is usually too often to see a real trend through the noise of individual posts, and annually is slow enough that a channel can decline for three quarters before anyone notices. Agencies commonly run one at the start of a client engagement and then quarterly after that.
Is this social media audit tool really free?
Yes. Every calculator runs in your browser, needs no account, and stores no account data. There is no trial and no email gate.
Which engagement rate benchmark should I use?
The one published for the platform you are measuring, computed the same way you computed yours. Each calculator names its source and its methodology on the page, so you can check that the benchmark divides by the same thing your number does. A rate computed over views compared against a benchmark computed over followers is meaningless, and it is the reason most audit spreadsheets produce alarming results.
What if my engagement rate is below the benchmark?
Check the denominator first. On the follower-based platforms, a large inactive following drags the rate down without anything being wrong with the content. After that, look at format: the published studies consistently find carousels and short video outperforming static images, often by enough to move a channel a whole band.
Do I need to connect my accounts?
No. Every calculator accepts manual entry, and that is the primary path. The YouTube and Instagram tools can look up public figures from a handle to save you the typing, but the result is identical either way, and Instagram lookups only work for Business and Creator accounts.
Stop rebuilding this every quarter
An audit is a snapshot you assemble by hand. Aidelly keeps the same numbers running across every channel continuously, so the next audit is a page you open rather than a spreadsheet you rebuild.
Learn About AidellyPut every client account on autopilot, with your hand on the approve button.
Connect your platforms, invite your team, and let the agent draft week one.
$0 due today · cancel any time before the trial ends