As Q2 winds down, we’re just about halfway through 2025 (believe it or not!). As we head into the second half of the year, we’re looking back on all the goals we set when the year was young. As an Orlando social media agency, Wellons Communications believes in preventive care—like your mid-year checkup at the doctor, but for your social media. Now that the year is half over, we think it’s time to grab your digital stethoscope and check the pulse of your content and engagement.

Check out our list below for some ideas, and feel free to read more on our approach to social media best practices in our “best practices” blog or discover how to find a social media agency, all part of our full social media services at Wellons.

1. Refresh your bio and about sections

Make sure all profiles feature current bios, brand‑aligned visuals and accurate links. You might spruce them up, just for fun! Optimize you links in bio or Linktree for Instagram, and ensure your “about” sections showcase the right keywords and calls to action (CTAs).

2. Check content performance

Analyze top-performing posts—are videos on the grid or polls in your story driving engagement? Evaluate low-performing content: what could have improved reach or resonance?

3. Review audience engagement and demographics

Look at your audience makeup—age, location, interests. Are you cultivating your intended audience? Does anything surprise you? Social media is a great place to check the mirror of your business. If you feel anything is not what you expected, consider adjusting your content to meet the new audience or adjusting ad targeting to reach your intended audience.

4. Compare performance against last year and your goals

Check performance vs. last year and your year‑end targets—follower growth, engagement or conversions. Are you on track for your goals? Are you outperforming last year? A course correction now can set you up for success.

5. Monitor competitors and trends

Assess competitors’ strategies—hashtags, platforms and formats, to name a few. Scan emerging trends: new apps, challenges or formats. Is there anything you can adopt or work into your strategy? Are there any opportunities you might be missing?

6. Tweak your content calendar

Use performance insights to update your calendar—add high‑performing formats and shuffle content to align with upcoming events. Encourage customers to share their stories or experiences with your products so you have fresh user-generated content. UGC is trusted—84% of Millennials say it influences buying decisions.

7. Freshen seasonal content

As you enter the hottest months of the year, do you have video and photos to match? As you look down the stretch of 2025, are there any content buckets you’re missing? Plan now for photos shoots or sessions to fill out the rest of your content calendar.

8. Audit ad performance and targeting

Compare ad results with organic performance. If a theme resonates organically, amplify it via ads—shifting budget to the highest return on investment (ROI). Does your ad strategy fit or enhance any of the audience or engagement trends you’ve seen in your checkup? Do you need to change any targeting or content?

9. Build a reporting and agility routine

Set monthly or quarterly reviews tracking key performance indicators (KPIs) like followers, engagement and clicks. Stay nimble and iterate based on data. You might already be doing this, but a good checkup practice is to ensure you’re reporting on all key categories that fuel your year-end goals.

10. Apply the 80/20 Rule

Ensure 80 percent of posts provide value—education, stories, entertainment—and only 20 percent are promos. Research shows this balance strengthens audience loyalty.

Why a mid-year checkup matters

Social media evolves fast—what performed in January may underperform in July. A systematic mid‑year audit—from refreshing profiles to rebalancing content—ensures your channels remain relevant, competitive and aligned with audience expectations. As a full-service public relations agency, Wellons Communications ensures that alignment across messaging, branding and community building.

According to marketing experts, a routine audit helps reallocate resources, uncover new opportunities and optimize emerging channels.

Strengthen your social strategy with an Orlando social media agency

Your social media health matters. If data revealed gaps, it’s time for a tune‑up. Wellons Communications—your trusted PR firm and Orlando social media agency—is ready to help. Read our social media check‑up guide and let’s have a conversation. Give us a call at 407‑339‑0879, and let’s start the communication.