If I had one Christmas wish, it would be for everyone to have their 2025 social media goals set before the year ends. Help me, help you make my wish a reality.

Why Set Goals?

Beyond demonstrating success to clients, CMOs or board members, setting social media goals helps marketers identify what works across accounts and how to improve.

Remember to make your goals Specific, Measurable, Achievable, Relevant and Time-bound (SMART).

Goal-Setting and What’s Important

Organic social is always changing. Every year, the platforms work harder and harder to keep users in their app and collecting that sweet, sweet advertising income. As aspects of social change, it’s important to know some general goals for social media, what are some key performance indicators (KPIs) for each, and if it applies to you.

Below, I’m going to review some very real goals I have set for client accounts, as well as some examples. You might see your brand in one of these goals and can apply it directly. If you don’t see one that applies, or you have questions, feel free to ask!

Goal: Increase overall social audience by 3,000 net new followers

• This account grew roughly 2,500 followers in 2024, and this demonstrates a 20% increase in net follower growth compared to the previous year. While 20% might seem ambitious, this page’s LinkedIn growth—and the platform’s overall expansion—gives us confidence. By increasing content frequency and leveraging top-performing posts, we can expand our reach and audience value.
• Why is this goal, a goal: While followers in general is more of a vanity metric, it can demonstrate brand loyalty growth and the perceived value of content you are posting to your site. Showing continued growth shows that current and new users are finding value in the content we post, and are following our story.
• How to get it done: As stated above, there are additional goals and tactics of increasing social content frequency across organic channels, and leveraging top-performing content, especially on LinkedIn. The platform saw record engagement numbers last year, and we aim to continue riding that wave.
• KPIs to value: Followers (obviously), key engagements like comments and shares, show value of content and shares help expand our organic reach and potential for new followers, and identify post types in months where we receive higher net follower increases.

Goal: Reach 50,000 engagements

• We had roughly 43,000 engagements last year, so a slight increase, considering the growth of engagements on LinkedIn, and the struggle of engagements on Facebook and Instagram, makes this a reasonable number.
• Why is this goal, a goal: If I got one engagement per post, I could technically post 50,000 times (wait for the next goal, a two-goal combo). While I aim to increase the number of posts on platforms, I won’t be increasing content to simply reduce the value. This goal focuses on driving consistent engagement across platforms, with a strong emphasis on quality over quantity.
• How to get it done: Identify the most engaged-with pieces of content from the last year, both in the format and theme, and leverage those more frequently in 2025.
• KPIs to value: While this is a quality over quantity metric for engagements, here’s the order of engagements from most value to least:
  • Shares: Shows that users are a true advocate for your brand (in most instances) and want to put their name behind your post. This also expands your reach and potential engagements/followers.
  • Saves: This shows that your content was incredibly valuable for users. So valuable, they want to keep it forever.
  • Comments: We love them, we ask for them, and they help foster more conversation. Another indicator of top-performing content that could be retooled to leverage shares and saves.
  • Reactions: A like or double-tap is great, but not as impactful as other engagement types.
  • Other clicks: Link clicks are amazing, but aim to provide 10-20% of content (your key points) in your post. Some users click on the image and post copy. All engagements, but not always the ones we’re looking for.

Goal: Increase the annual engagement rate on LinkedIn to 13%

• Coming up from 12.5% in 2024, this is the quality portion of engagements. No matter how many posts you have, this is the number that will help you show your posts’ value.
• Why is this goal, a goal: Each platform has different benchmarks for engagement rate, so use them accordingly. While I can put out a post for Talk Like a Pirate Day, having an engagement rate (ER) goal helps me rethink my content, review what works best, and produce entertaining, engaging and educational content for my users. Instead of sticking to static Instagram posts, how can we create Reels that drive more views, likes and engagement to achieve this goal?
• How to get it done: The best thing you do to improve your content is plan for it. Having a content calendar planned out with ideas, key holidays and milestones will allow you the time to create more engaging content for those days.
• KPIs to value: Any reaction will help increase your ER over time, but think beyond reactions and simply asking for a comment. Carousels with unique content, Reels and interactive posts will help you increase engagements, and the ones that matter most.

Goal: Increase shares by 10%

• Yes, this goal is also a KPI, and a KPI for other goals, but it has value. If your business or organization doesn’t have the funds to build awareness with dollars, build it with your content. Shares are an excellent KPI and the goal to show that the content you are posting is valuable or entertaining enough that users want others to see it.
• Why is this goal, a goal: Increasing shares, even by a little shows the value of your content, but can play a role in expanding the awareness of your brand on social media.
• How to get it done: Review your most-shared content last year, and review top-performing content on different platforms. Identify the areas in which you can be relatable, educational and fun, drive that content and leverage what works most.
• KPIs to value: Shares.
  • But not just shares! Think about the most engaging content you’ve posted, and find new ways to use those themes or styles throughout the year. I had a Valentine’s post last year do very well. I won’t just copy it this year, I’m working on a way to improve it.
    • Also, yes, I’m working on Valentine’s Day now, and you should too.

What’s Next

When steering a ship, you don’t turn it 180 degrees all at once. A small adjustment of 2-3 degrees can lead to a significant change over time. Think about that when you’re planning your social media goals. While everyone wants to go viral for all the right reasons, it can take time, proper planning and a little luck to get there.

Setting social media goals that are in line with your organizational goals (social is a tool, remember), you’ll find new ways to be creative on a low-risk, high-reward platform.