Just like we need to go to the doctor once in a while, social media accounts need a wellness check, too! Our social media team shares their insights on why a social media health check is so essential – especially for brands operating in the sexual wellness sphere.
Are you looking to take your brand’s social media presence to the next level? Contact Little Leaf today to see how we can help.
What is a social media health check?
A social media health check or audit is an in-depth analysis of a brand’s existing social media presence, performance, strategy, and how well they comply with the platform’s requirements. A social media health check is ultimately an assessment of what’s working and not working. It also assesses areas of potential growth and risks. Doing these health checks regularly on platforms (especially ones run by META with constantly evolving guidelines and requirements) can help optimize a brand’s online engagement, keep them from being shadow banned, and align content with business objectives.
What we look for during a health check
During a health check, we look at:
Flagged posts
We assess the current status of the account and remove any posts that may be flagged for explicit content. This can be within the on-feed content, stories, or highlights, and the entire profile can then be submitted for approval from Meta to be reassessed, and hopefully, any restrictions can be lifted.
Compliance with platform rules and consistency
Social media platforms don’t make it easy for sexual wellness brands to exist, so it’s especially important to always stay up to date with guidelines and regulations, making sure to adhere to them. It’s equally important to be consistent with design and brand voice.
Bio and links
We check to ensure that the bio is optimized and isn’t flagged for inappropriate content. The Linktree or links in the profile can also be flagged if they contain expletives or are not locked by a sensitivity lock, so these are all aspects that we check.
Follower authenticity
Gone are the days when follower count meant everything on Instagram. In later years, we have seen the platform get flooded by AI bots, spam bots, or inactive accounts. These can all drag down an account’s engagement rate.
We will assess for any spam accounts and remove them from your following, which will, as a result, boost your engagement and, therefore, your reach. These are the main ingredients to obtain a larger following of genuine and active accounts, which in turn can help achieve any brand-awareness KPIs for the brand.
Engagement metrics
This includes likes, shares, comments, saves, and mentions.
Audience growth and demographics
Here, we’ll take a look at the growth rate of followers as well as which demographics are looking at content with data points like age, gender, interests, and location. This data will help us shape a posting schedule according to your target following and demographic tone of voice in order to position the brand in the optimum digital space.
Reach and impressions
This will involve taking a look at how broadly content is distributed, as well as visibility metrics.
Content performance
This is how we’ll be able to measure which content works well and which isn’t as effective for a brand’s audience. For instance, we got our client Babeland to go viral with a post on praise kinks. By dissecting posts like this, we can figure out how to replicate the results in the future.
Social sentiment
This involves taking a look at a brand’s interactions and comments and seeing what they view positively and negatively about the brand. It’s one of the best ways to gauge the public’s emotions and attitudes and understand a consumer.
Post timing and frequency
This lets us figure out the best times to post for a brand to get the most engagement, as well as the frequency with which to post. Remaining consistent in these factors helps us grow a brand.
Why a social media health check is crucial, especially when inheriting a new client
Performing a social media health check is vital, and it’s one of the first things we do when we inherit a new client. It provides a baseline for us to compare performance in the future while identifying liabilities, inconsistencies, and risks that could lead to getting suspended or shadow banned.
A health check allows us to strengthen strategy while pointing out potential weaknesses. It shows us audience insights that also allow us to reshape or tweak a future strategy. Finally, it allows us to set realistic goals and KPIs, managing client expectations with the stats to back up our reasoning.
Common mistakes that can be uncovered through a health check
Inconsistency with voice or branding
Does your audience skew young and playful or slightly more mature? Do they obsess over memes or prefer a more educational approach or a mix of both? Knowing your audience can help inform branding and tone of voice and allow you to remain consistent with it.
Posting too infrequently or randomly
Posting to get the right engagement is a formula that may take time to perfect. While you can certainly experiment with different types or formats of media, one thing is for certain, and that’s that Instagram is a machine that demands you feed it consistent fresh new content. Therefor,e it’s important to deliver authentic material that hits one or more of your strategy pillars.
As part of the health check, we will target the optimal times and days for posting and set into place a posting schedule that aligns with your KPIs as a brand to grow your account in an organic manner.
Overlooking negative feedback or not formulating a response
Social media is just that; it’s social. It’s vital that when a brand interacts with its followers not only is the brand personality and tone adhered to, but that it is done so in a timely manner. Missed conversations are missed opportunities.
It’s for this reason that we also encourage a strategy of interjection into conversations happening on social media, be that by following, liking, or commenting on posts from other creators within the industry.
How social media audits help identify risks for sexual wellness brands
In the sexual wellness industry, social media health checks are crucial for brands. Platforms often have strict guidelines, and one misstep with content can lead to shadow banning, an account being suspended, or even worse, completely removed. By performing regular audits, ensure that all language and messaging remain compliant and up-to-date with inclusive terminology and industry standards. It allows us to effectively reach and engage the target audience while staying true to the brand voice and graphic design aesthetic.
Audits allow you to cross-check against community guidelines on platforms like Facebook, TikTok, or Instagram. They can let you identify what content has been flagged or shadow banned and ensure it doesn’t violate any regulations. They can also highlight inappropriate interactions or UGC that might get us flagged.
Are you ready to start growing? Our expert social media team takes the guesswork out and drives real results.
