The new year has begun, and you’re asking yourself one thing: What are my goals for 2025?

This question can be daunting in both your personal and professional lives, but when it comes to social media, there are a few ways to think about strategy for your news media work in the new year.

Consider conducting deep dives into the content that you posted in 2024

Some social platforms will only allow you to look at data from the last 90 days. However, within those time frames, you can evaluate what was top-performing content and underperforming content, as well as if there was anything that shocked you.

Answering some questions can guide you in making realistic changes for 2025. For example, if you tried posting Shorts for the first time on YouTube in 2024, ask yourself:

• What topics gained the most subscribers?
• How long were the watch times?
• What was it about those topics that drove views?
• Did you experiment with keywords in headlines?

Check demographics on each page where you post content

It may have been a while since you checked the demographics of your Instagram page, for example. Analysing the changes in follower activity can help with critical decision-making in how you approach your content for 2025.

For example, say you just checked Instagram demographics from the last 90 days. In the beginning of 2024, about 46% of your audience was female and 20% were in the 25-34 age range. Now, your audience has changed: It’s 60% male and 23% are in the 25-34 age range. What are the most active days? The most active times? You thought your sweet spot was 6 p.m. every day, but maybe that’s not true anymore.

This is your opportunity to make small adjustments that may go a long way in the new year.

Set new numerical goals based on the performance from last year

What are your key performance indicators (KPIs) for 2025? It’s best to set benchmarks for certain features on social platforms so you can work toward achieving an overall goal for the year. You’ll want to set new follower growth goals, video view goals, or goals on how you plan to drive people to your Web-site (if you have a subscriber-based model).

For example, say that, in 2024, you posted an average of 30 videos per month to Instagram. Of those 30 videos, how many got 10,000 views or more? How many got 100,000 views or more? In 2025, your benchmark should measure individual video performance in the framework of the monthly goal you are trying to achieve. This, in turn, should result in follower growth and expansion of reach.

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .