Sarah's Instagram Audience Audit — What to Actually Check
Date: June 26, 2026 Purpose: Validate the assumption that Enki's 20K IG followers can become Kinky customers Critical because: This is the foundation of the entire DTC channel. If wrong, strategy pivots.
Sarah's task: 1-2 hours in Meta Business Suite, export the data, share with Erebus for analysis.
Why this matters
Current assumption: 20K Enki followers = potential Kinky customers Risk if wrong: -50% to -90% of projected DTC revenue Cost to validate: 1-2 hours of Sarah's time Cost of NOT validating: Months of launch effort on bad foundation
How to access Meta Business Suite
- Open Instagram app
- Go to your profile (@enkistore)
- Tap "Professional dashboard" or "Insights" (top of profile)
- Tap "Insights" → "Total followers"
- Or go to: https://business.facebook.com/latest/insights/people?asset_id=YOUR_IG_ID
Need: Instagram Business or Creator account (Sarah should already have this — verify)
What to check (10 specific data points)
1. Audience demographics — Gender
Where: Meta Business Suite → Insights → People → Gender
What to look for: - ✅ Female % (ideal: 60%+) - 🟡 Balanced (40-60%) - 🔴 Male-majority (suggests audience mismatch for Kinky)
Why it matters: Kinky is primarily female-targeted (60% of launch products are female-oriented). If audience is 80% male, strategy needs to pivot.
2. Audience demographics — Age
Where: Insights → People → Age
What to look for:
| Age | Implication |
|---|---|
| 18-24 | Young, lower purchasing power, trend-driven |
| 25-34 | Ideal — target demographic for Kinky |
| 35-44 | Good — established buyers |
| 45-54 | OK but harder to convert (more conservative) |
| 55+ | Wrong — Kinky targets 25-45 |
Ideal: 60%+ of followers in 25-44 range.
3. Audience demographics — Location (Top countries/cities)
Where: Insights → People → Top Locations
Critical split:
| Location | Implication |
|---|---|
| Paraguay (Asunción + Central) > 60% | ✅ Ideal — direct shipping feasible |
| PY 40-60% | 🟡 OK — workable |
| PY <40% | 🔴 Major issue — Sarah's IG isn't a PY audience |
If <40% PY: - ❌ Strategy must pivot to paid ads (not organic IG) - ❌ Kinky may need to reach PY audience through TikTok or paid - ❌ Existing followers may be irrelevant
4. Audience demographics — Gender × Age cross-tab
Where: Insights → People → Filter by gender → Age
What to look for: Females 25-44 as % of total audience - ✅ Ideal: 35%+ - 🟡 OK: 20-35% - 🔴 Critical: <20% (means Kinky audience is too small)
5. Engagement rate (last 30 days)
Where: Insights → Accounts Reached → Engagement
Calculation: (likes + comments + saves + shares) / followers × 100
| Rate | Interpretation |
|---|---|
| <1% | 🔴 Dead account. Don't build on this. |
| 1-2% | 🟡 Below average. May be bots/inactive. |
| 2-5% | ✅ Average. Healthy. |
| 5-10% | ✅ Above average. Strong community. |
| >10% | ✅ Excellent. Niche/tight community. |
If <1%: Audience is bots + inactive. Even 20K followers = 200 real people. Strategy must pivot to paid.
6. Recent post engagement (top 5 posts last 30 days)
Where: Insights → Content You Shared → Sort by engagement
What to look for: - Average engagement per post (likes, comments, saves) - Saves and shares (more important than likes for our purpose) - Comment quality (real conversation vs emoji-only)
Why it matters: Saves + shares indicate content that resonates and gets shared. Comments indicate community.
7. Stories metrics
Where: Insights → Content You Shared → Stories tab
What to look for: - Reach per story (top, middle, bottom of funnel) - Replies per story - Sticker taps (polls, questions, etc.) - Exit rate (where viewers drop off)
Why it matters: Stories are Sarah's daily content. If story reach is <20% of followers, the audience is disengaged.
8. Reach vs followers ratio
Where: Insights → Accounts Reached
What to look for: - Daily reach / total followers = "reach rate" - If reach rate <10%, the algorithm is deprioritizing the account
Interpretation: - ✅ 15-30% reach rate — healthy - 🟡 5-15% reach rate — declining - 🔴 <5% reach rate — shadowbanned or low-quality audience
9. Follower growth rate (last 90 days)
Where: Insights → Total Followers → Export data
Calculation: (new followers last 90 days) / (start of period followers)
Interpretation: - ✅ >2% / month — healthy growth - 🟡 0-2% / month — stagnant - 🔴 Negative growth — losing followers (red flag)
10. Hashtag performance
Where: Insights → Content You Shared → Hashtags
For top 10 posts, identify which hashtags drove the most reach. - Keep using those - Drop hashtags with low reach
Export instructions
From Instagram mobile app
- Profile → Professional dashboard → Insights
- Tap "Export data" (top right)
- Select date range (recommend: last 90 days)
- Format: CSV
- Email to yourself
- Forward to: Ivan (or Erebus via the GitHub repo)
From Meta Business Suite (desktop)
- https://business.facebook.com/
- Select Instagram account
- Insights → People (audience) + Content (posts)
- Export each section as CSV
Decision matrix (based on audit results)
| Scenario | Female % | PY % | Engagement | Strategy |
|---|---|---|---|---|
| Ideal | >60% | >60% | >3% | DTC works. Build on Enki. |
| OK | 50-60% | 50-60% | 2-3% | Mix DTC + B2B + paid ads |
| Risk | 30-50% | 30-50% | 1-2% | B2B-first, paid ads second |
| Critical | <30% | <30% | <1% | Pivot: separate @kinky_py, B2B focus |
What to do based on results
Scenario A: Ideal (60%+ female, 60%+ PY, 3%+ engagement)
✅ Proceed as planned. - Launch Kinky on @enkistore - Trust the audience - Build content pillars for female 25-44 - Cross-sell Kinky to existing audience
Scenario B: OK (50-60% female, 50-60% PY, 2-3% engagement)
🟡 Proceed with caution. - Launch Kinky on @enkistore (smaller scale) - Create separate @kinky_py for intimate content (start small) - Test 5-10 posts to gauge engagement - If engagement holds after 30 days → continue; if not → pivot to B2B
Scenario C: Risk (30-50% female, 30-50% PY, 1-2% engagement)
🔴 Pivot to B2B-first. - Defer DTC launch 60-90 days - Focus on B2B wholesale (top 23 PY sex shops) - Use Enki IG for brand awareness, not sales - Build new audience via paid ads targeting PY women 25-44
Scenario D: Critical (<30% female, <30% PY, <1% engagement)
🔴🔴 Major pivot. - 20K followers are likely bots or non-PY - Don't build on this foundation - Build from scratch via TikTok + paid IG - B2B wholesale only for Year 1
Companion deliverables (after audit)
After Sarah runs the audit and shares data, we'll build:
- Audience-matched content strategy — based on actual demographics
- Paid ad targeting — if organic doesn't work
- TikTok @kinky_py content plan — for fresh PY audience
- B2B-first revenue plan — if DTC is dead
What NOT to do
- ❌ Don't assume the 20K will convert
- ❌ Don't spend 6 months building on a bad foundation
- ❌ Don't be emotionally attached to the follower count
- ❌ Don't ignore the data if it's bad
Time investment
Sarah: 1-2 hours to gather + export data Erebus: 1 hour to analyze + recommend strategy Decision: Same day
Total time to know if DTC strategy works: < 1 day
Last updated: June 26, 2026 — Session 13
Companion: 01_RESEARCH/operations/validation-status.md (what's known vs assumed)