To reach these KPIs, I try to do a short-term and long-term combined approach. I find educational or "save-for-later" content is great for building a long-term audience that engages with your brand. However, I like to add a mix of those with content that hops onto trends like memes or cultural events to increase reach. Each brand is different in what their audience appreciates, so I do a lot of A/B testing to see what works: that may mean more short-form video or carousel-style posts; it may mean posting on IG Stories or strictly posting to the feed. Even different posting schedules and consistency vary, so being aware and analyzing what works is critical.