End-of-year content planning

December in SMM is both one of the busiest and one of the best times for reflection. Holiday campaigns are in full swing, and yet there's a natural moment to look back.

We use this time ourselves to figure out what worked over the past year and what didn't. Which formats got more engagement, where the plan diverged from reality.

One conclusion we've landed on: the fewer manual steps between "content is ready" and "content is published," the more consistent the output. Every extra touch point is a potential delay.

Next year we want to move in that direction.