Weekly Social Media Audit
Thursday, April 2, 2026 · Generated by Prune AI
C+
Platform Scorecard
Your Numbers
Instagram: @fracturedprunenj
3,648 followers across 3 locations
Decent food photography when active, but off-season silence kills algorithm momentum. You're being outpaced by a single-location competitor.
TikTok: @fracturedprunenj
<1K followers — nearly nonexistent
This is the #1 gap. TikTok engagement rates are 3.70% in 2026 (49% YoY growth, 7x Instagram). Donut content is catnip for the TikTok algorithm. A few videos exist but no consistent posting cadence.
Facebook
| Location | Followers | Recommend % | Reviews |
|---|
| Ocean City NJ | 6,300 | 96% | 400+ |
| North Wildwood | 5,900 | 94% | 387 |
| Sea Isle City | 1,700 | — | 2 |
Sea Isle = Critical Gap
Only 2 reviews while Duck Donuts Sea Isle is open daily and actively collecting reviews. This location needs a review push BEFORE summer.
Competitor Comparison
Duck Donuts HIGH THREAT
- Instagram: 242,000 followers (corporate)
- TikTok: 34,100 followers with consistent viral-format content
- Running April promo: free coffee with 2 donuts (Mon-Fri before 11am)
- Professional, consistent posting cadence across all platforms
- BUT: Their Sea Isle location rated lower than FP on TripAdvisor (4.0 vs higher)
Nauti Donuts MEDIUM-HIGH
- Instagram: 5,453 followers / 133 posts — MORE than FP NJ with just 1 location
- Named among best donuts in USA on national lists
- Currently Temp Closed — Spring 2026 reopening IMMINENT
- Strong nautical brand identity generates organic UGC
- When they reopen, they'll compete for the same OCNJ social buzz
Head-to-Head
| Metric | FP NJ | Nauti Donuts | Duck Donuts |
|---|
| IG Followers | 3,648 | 5,453 | 242,000 |
| TikTok | <1K | N/A | 34,100 |
| FB Followers | 6,300 (OC) | ~2K est. | National |
| Yelp Reviews | 139 (OC) | 191 | Varies |
Top 5 Action Items
1. TikTok Blitz Before Summer URGENT
Post 3-5x/week starting NOW. Content ideas:
- Behind-the-scenes donut glazing ASMR
- "Build your own" customization videos
- Customer reaction videos
- "50+ topping combinations" series
- Shore town lifestyle content
2. Instagram Reels — Overtake Nauti by Memorial Day
They have 5,453 followers with ONE location. You have THREE. Goal: pass them by May 25.
- Post 4-5 Reels/week (cross-post from TikTok)
- Hashtags: #OCNJ #JerseyShore #NorthWildwood #SeaIsleCity
- Engage with every comment and local food account
3. Sea Isle Review Push CRITICAL
Duck Donuts is in Sea Isle. You have 2 reviews there.
- QR code at register: "Review us on Facebook/Google"
- "Tag us for a chance to win a free dozen" campaign
- Cross-promote Sea Isle on your OC and NW pages
4. Spring Opening Content Series
OC is open weekends — this is content goldmine time:
- "We're BACK" announcement video (TikTok + Reels)
- First customer of the season feature
- Time-lapse of morning prep
- "Which location opens next?" tease for NW/Sea Isle
5. UGC & Influencer Seeding
Duck Donuts gets organic TikTok reviews. FP needs the same:
- Invite local food TikTokers for free tastings
- Create an "Instagrammable moment" at each location
- Repost every customer tag — build community flywheel