Since January 2024, our Instagram mainly contains article promotions, filling up precisely 50% of our feed. The rest of it is compiled of informational graphics, Instagram Reels, and photojournalism. When looking through the analytics of each post type, the ones that received the most engagement were photojournalism posts and video promotions. For example, a photojournalism post posted in December received 160 likes and reached 858 accounts, with 18.2% being non-follower accounts. For comparison, an article promotion from the week prior received only 36 likes and reached 599 accounts. Social media introduced more photojournalism into our feed to maximize our growth. We did this by posting photos done by our photojournalists for our website instead of having the social media team complete the images themselves. 
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Additionally, our Reels have been a significant driver of engagement, outperforming our other posts. The most viral video received 5,649 views and reached 1,956 unique accounts, with 55.1% of the viewers not following our Instagram. We capitalized on this by implementing a weekly repost strategy: sharing videos from our website's broadcast team. This approach has generated new engagement and should be crucial to our future content strategy. 

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On our other social platforms, we also introduced a similar strategy. Along with the weekly photojournalism posts on Instagram, we also posted them on Facebook. Because X only allows four photos to be published on a single tweet, our photojournalism posts were posted in threads. Our video promotions followed the same standard on Facebook and Instagram, but on X, they were closer to article promotions because of the video length limits. 
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