For better or worse, today’s marketers need to keep the beast we call “Social Media” well-fed. The problem is that the beast’s palette keeps changing.

What’s the optimal post time on each platform? How many posts should I make per week? How is my audience responding? Why are impressions down? Oh wait, they’re up again. Feed? Threads? Stories? Reels? Shorts? Hashtags? What do you mean Congress wants to ban TikTok?!

If you want to keep the social media algorithm happy — and more importantly, your audience engaged — you should consider working video into your strategy.