It’s hard for most of us to think about what was happening in life five years ago, let alone in digital media. Everything moves fast, and we all have a lot on our plates. As human beings, I think we can agree that we have the tendency to hold on to concepts of what was as opposed to what is.

For a little context, in 2020 (a mere five years ago), Facebook’s mission was: “Give people the power to build community and bring the world closer together.” Instagram’s core positioning was a mobile-first, visual culture where users could express themselves through photos and videos. TikTok’s mission was to “bring joy” with an emphasis on entertainment and being less divisive through creativity.

How do these propositions hold up for you today?

Heading into 2026, we can reframe how we approach these networks with what they offer us now, instead of wishing they were something they aren’t, or in actuality never were. We do not need to talk about the Instagram of yonder years or how much you did on your Facebook in college. Don’t ignore what the platforms favor now over the “good old days.” Adapt!

WHAT MATTERS MOST
What hasn’t changed, what’s still invaluable, are your owned properties. Make sure your website, stores, and database(s) are energized and keep your attention all year. They have to be a priority. It’s easy to get distracted by third parties. Use them… but service and grow your real business and keep it top of mind. These are the analytics that matter! Conversion from third parties to your owned database should be the metrics you care the most about. Need a refresher? Start here.

CREATIVITY ALWAYS WINS
What are the top three creative pillars you want to use to express yourself? What are you excited about? Can you commit to creating one asset per pillar per week? If you can, at the end of this year, you will be AMAZED at your trajectory.
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CONSISTENCY IS KEY
Don’t get twisted about the algorithms. You will never figure them out. They are designed to be challenging and change accordingly. What you can control is how often you post and keep that consistent. What works for you? Do that! Boom, you’re now in charge of your own algorithm, and you can compare yourself… to yourself.

‍TREND JACKING
It’s okay (and fun!!) to tap in, but no one likes a follower. Be your own influencer this year. Keep community and community conversion above anything else. That will mean something different to everyone, but it’s never been more “in” to be a storyteller who creates space(s) for others to also share theirs… and that means it might not be public.  How will you be measuring success?
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DON’T START NO SHIT, WON’T BE NO SHIT
Public feuds and tone-deaf flexes without the audience in mind are so 2025. Use your time and energy to be creative and consistent. When someone complains to me that all they see is negativity online, I know that’s mostly because that’s what they are consuming and interacting with. If you want to change your feed, change your own habits first.

Shed what doesn’t serve you or what causes you pain. You don’t need it! What you need is to be excited and open to all the amazing possibilities out there! Stay creative and consistent. This is the fresh start we all need… you got this.

Be good online… and in real life,
Jennie