Free audit · 3 minutes
The Melbourne
Dealer Content Audit.
Score your dealership's Instagram feed in under three minutes. If you hit 6 out of 10, you're ahead of most Melbourne dealers. Under 6, there's compounding revenue left on the table.
Section 1 — Visual consistency
Open your last 9 posts and look at them as a grid.
01
Colour grade consistency. Do the last 9 posts look like they came from the same brand — same shadow tone, same highlight warmth, same contrast curve?
1 pt
02
Typography system. Of the posts with text overlays, how many different typefaces appear? 1–2 typefaces = 1 point. 3+ = 0.
1 pt
03
Compositional rhythm. Scroll the 3×3 grid view. Is there a visible pattern — every 3rd post a hero shot, every row alternates hero/text/detail?
1 pt
Section 2 — Shot discipline
Open the last 10 posts.
04
Hero shot ratio. Front 3/4 at ground level (the cover-frame angle). 3+ posts = 1 point.
1 pt
05
Detail shot ratio. Tight single-element frames — just a badge, just a wheel, just stitching. 2+ = 1 point.
1 pt
06
Lifestyle shot ratio. Car in context — on a road, in a scene, with atmosphere — not on your lot. 2+ = 1 point.
1 pt
Section 3 — Caption + CTA
07
Banned-word check. Scan the last 10 captions. Zero instances of unlock, elevate, unleash, dominate, game-changer, cutting-edge, revolutionary? 1 point.
1 pt
08
Call-to-action presence. Last 10 posts — how many end with a specific CTA (DM keyword, URL, book a test drive)? 5+ = 1 point.
1 pt
Section 4 — Cadence + engagement
09
Posting frequency. In the last 14 days — 8+ feed posts? 1 point.
1 pt
10
Reply rate. Of the last 20 comments on your posts, 15+ replied within 24 hours? 1 point.
1 pt
Scoring
9–10 / 10. Exceptional. Top 1% of Melbourne dealer accounts. Keep doing what you're doing.
7–8 / 10. Strong. 1–2 weak spots. Fixable in 2–4 weeks.
5–6 / 10. Typical Melbourne dealer. Not broken, not differentiated. 3–6 months of systematic work puts you in the top 20%.
3–4 / 10. Attention debt. Posting without a system. Fixable, but requires either an in-house hire or a production retainer.
0–2 / 10. Start from zero. Don't panic — this is where most dealers are. The upside is the biggest.
Want the written version?
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A 3-point audit of your actual feed — specific, written, within 2 business hours. No pitch. Just what we'd change and why.
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What to do with your score
If you scored 7+
Keep the system running. Consider paid ads to amplify the posts that hit. You don't need us — you need a better ad spend allocation.
If you scored 5–6
Fix ONE section per month, in this order:
- Visual consistency (Section 1) — hire a brand designer for a weekend, lock a system, apply retroactively to recent posts
- Shot discipline (Section 2) — book a proper photographer for a one-time shoot, get the three shots on your 10 highest-value cars
- Caption + CTA (Section 3) — rewrite captions, set a keyword CTA per post
If you scored under 5
Honestly — you're probably trying to DIY this on top of running a dealership. That's a time trap. Either:
- Hire in-house ($110k–$170k year one, all-in)
- Engage a retainer agency ($6.5k/mo for Essentials tier)
- Accept that your social is for brand presence, not lead gen — and invest in direct response (Meta Ads with a third-party creative shop)
Whatever you pick, pick one. The worst outcome is continuing to post phone videos while believing you're "doing social."