Lizzy Leer 
The final weeks of 2025 are your opportunity to set the stage for a strategic, high-impact 2026. In my seven years as a digital media strategist, I’ve learned that the most successful digital presences don’t happen by accident. Rather, they’re built on intentional planning, clear objectives, and an understanding of what resonates with your audience.
As we approach the new year, now is the time to reflect on what worked, what didn’t, and how to position your brand for success in 2026. Here’s how to approach year-end planning with purpose.
Analyze Your 2025 Performance
Before you can plan forward, you need to look back. Sometimes, the projects we invest the most in and expect to land with the biggest bang simply fall flat. While it can be frustrating, the best digital strategists take it in as a key learning opportunity.
It’s also important to reflect on what worked. Take note of your top-performing content and look for patterns in format, topic, and timing. Ask yourself questions like where did you see the highest ROI? What platforms had the best growth? What tactics increased engagement?
The numbers tell a story about what truly connects with your audience and will inform your 2026 strategy.
Build Your 2026 Content Framework
One of my favorite ways to map out the year is by creating a content framework. Having one master document to mark down all of 2026’s key dates and themes will save you a lot of stress and prevent you from accidentally missing anything.
Start with content pillars.
Identify three to five core themes that align with your brand values and audience interests. For example, a public relations agency might focus on industry trends, behind-the-scenes team culture, client success stories, and practical PR tips. These pillars give you a consistent structure while allowing flexibility in execution.
Vary your content mix to keep your audience engaged:
- Educational: How-tos, tips, and explainers
- Real-life example: P4A is committed to supporting Area Agencies on Aging across Pennsylvania and the caregivers who help keep older adults independent. Throughout the year, we launched an ongoing social media series spotlighting actionable tips for caregivers, providing real value to a community that needs it most.
- Inspirational: Success stories and moving testimonials
- Real life example: At Philadelphia Foundation, inspirational stories are everywhere – our job is bringing them to light. This back-to-school season, we spotlighted four grantees dedicated to youth development in a campaign that not only strengthened PF’s relationships with their partners but showcased the tangible impact of their community investment.
- Trendy: Memes, trending audio, and pop culture moments
- Real life example: At Maven, we practice what we preach with a strong social media presence that showcases our work and culture. As a Philadelphia-based agency, we showed love for our Eagles this season by putting our own spin on a trending video format, proving you can be professional and fun.
- Conversational: Polls, questions, and community engagement
- Real life example: P4A’s mission is advocating for Area Agencies on Aging and securing adequate state funding. This budget season, we mobilized our community through strategic social media calls-to-action, encouraging followers to contact their legislators and demand increased funding. The result? Turning passive audiences into active advocates.
Map Out Your Key Dates
Planning ahead prevents last-minute scrambles and ensures your campaigns are strategic, not reactive. Create a 2026 content calendar that includes industry events where you can show up as a thought leader, company milestones, relevant awareness days and holidays, and seasonal themes around key times of year.
Block out time each quarter for campaign planning sessions. This ensures you’re thinking strategically about big moments, not just posting day-to-day.
Embrace Emerging Trends Thoughtfully
Social media continues to evolve faster than we can sometimes adapt. Stay on top of the trends by keeping an eye on what competitors and influencers are doing. Use AI as a tool to cut down on time and keep you informed. Invest in short-form video through Reels, TikToks, and Shorts for massive reach. Focus on niche communities rather than general audiences, finding your people and speaking directly to them. Involve partners whenever and wherever you can to reach a larger audience.
Don’t chase every trend. Choose the ones that align with your brand voice and audience preferences.
Start 2026 With Intention
The end of the year is more than a time to reflect. It’s the moment to strategize, organize, and position your brand for a standout 2026. By reviewing past performance, building a strong content framework, and staying ahead of emerging trends, your organization will enter the new year with confidence and clarity.
Make 2026 the year your company plans like the digital pros and watch your social media presence pop off.
Posted In Digital Strategy & Social Media