Social Channels Reality

Question 4: Social Channels Reality

Across your social channels, the headline follower numbers in your kit (Facebook 239,545, X 52,733, Instagram 5,300, YouTube 552) tell me reach. They don't tell me activity. I want to understand engagement quality — how many of those followers are actually interacting with what you post, and where interaction has been growing or going quiet.

Channel by channel: who posts (you, contractors, agency, automation), how often, what content types are running, and what analytics show on engagement-per-post — likes, comments, shares, saves, replies, retweets, video watch time. Which channels are doing work and which are coasting on legacy follower counts.

From the audit:

X engagement looks light

52,733 followers — solid for the brand — but recent tweets show likes and replies running in the single digits to low double-digits even on quality posts. Fair read, or am I missing engagement happening elsewhere (DMs, shares to other platforms, etc.)?

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On X, your 52,733 follower number is solid for the brand, but eyeballing recent tweets the interaction looks light — likes and replies running in the single digits to low double-digits even on quality posts. Fair read, or am I missing engagement happening elsewhere (DMs, shares to other platforms, etc.)?

Facebook organic-reach decay risk

Facebook holds ~80% of your social audience at 239,545. Organic reach on a page that age and size is typically heavily decayed by Meta's algorithm throttling unless you're consistently boosting. Paying to boost, getting real organic reach from active followers, or is a meaningful chunk of that 239K effectively zombie at this point?

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Facebook holds ~80% of your social audience at 239,545. Organic reach on a Facebook page that age and size is typically heavily decayed by Meta's algorithm throttling unless you're consistently boosting. Are you paying to boost posts, getting organic reach from active followers, or is a meaningful chunk of that 239K effectively zombie accounts at this point?

Instagram at 5,300 — small for brand age

Ruled IG out as wrong for the audience, or has it been a channel you couldn't crack and don't yet know why?

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Instagram at 5,300 is small relative to your brand age. Have you ruled IG out as wrong for the audience, or has it been a channel you couldn't crack and don't yet know why?

YouTube at 552 — the most striking number in the kit

Hunting/outdoor content historically performs exceptionally well on long-form YouTube — gear reviews, field footage, podcast video. It's where MeatEater built their flywheel. Dormant, or a decision not to invest? If so, why?

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YouTube at 552 is the most striking number in the kit. Hunting/outdoor content historically performs exceptionally well on long-form YouTube — gear reviews, field footage, podcast video. It's where MeatEater built their flywheel. Is the channel dormant, have you decided not to invest there? If so, why?

TikTok isn't in the kit at all

Vertical short-form video has been the highest-organic-reach format for outdoor brands the last two years. Experimented, ruled out, or not on the priority list?

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TikTok isn't in the kit at all. Vertical short-form video has been the highest-organic-reach format for outdoor brands the last two years. Experimented, ruled out, or not on the priority list?
And the gut-check

If you had to pick two channels to invest serious effort in for the next 12 months — knowing the rest coast on automation or get less attention — which two, and why?

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