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Is it just us, or did January feel like it lasted three years while February is flying by? Valentine’s Day is already around the corner! But hey, no complaints here—we’re all for longer, sunnier days. ☀️

A big welcome to our new subscribers! We’re so glad to have you. Each month, we use this newsletter to bring you industry insights, social media news, and a behind-the-scenes look at what’s happening at Hello Social Co.

Stay tuned for all the good stuff coming your way!

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Meta’s latest changes and what they mean for you

Noticing lower reach and engagement on your Instagram and Facebook accounts? You’re not alone. Over the past year, Meta’s algorithm and platform changes have made it harder for content to gain visibility. In addition, users are simply not engaging with and consuming content like they used to. In fact, engagement on Instagram alone has declined by 28%, dropping from 0.70% in 2023 to 0.50% in 2025.​

So what can you do to help boost your content's reach and performance? Here are a few insights from Instagram Head Adam Mosseri:

First, for your content to gain traction, it needs to meet Meta’s content standards (Mosseri):

✅ Get rid of watermarks on videos.
✅ Make sure to use audio on photos & carousels. Adding audio allows them to show up on users' Reels Page.
✅ Keep videos under 3 minutes.
✅ Post original content.
✅ Check your Account Status in settings to ensure it's in good standing.

Once your content has been given the "approval", Meta will show your content to a small pool of users, and depending on its performance, it will be pushed out to more users. High-performing content is determined by the following signals (Mosseri).

• Watch time 👀 (How long people stay on your content)
• Likes & reactions 💗 (How much interaction it gets)
• Shares & sends 📫 (If users send it to others or share it to Stories)

With so many social media “hacks” promising to boost performance or make content go viral, it’s easy to get caught up in the hype. But in reality, the algorithm is pretty straightforward—the key to success is consistently sharing quality, authentic, and relevant content that resonates with your intended audience.

If you have questions and would like to set up a time to chat with our team about your social media strategy, let us know! You can book a free consultation below.

To explore our Social Media Strategy and Audience Engagement Report for brands click here.

Let's chat!

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Projects we're working on outside the 9 to 5

HSC Founder Ellen recently played a leading role in conceptualizing, developing, and launching the Happy Valley Adventure Bureau’s 2025 Inspiration Guide. This publication isn’t just packed with high-quality, engaging storytelling—it also showcases the work of talented local creators from Happy Valley, Pennsylvania, where Hello Social Co. is based. There's even content from some Creator Network members—take a look!

We're excited to take the publication to the next level by amplifying the guide on social media.

Spring forward, give back 🍎🥫

Marketing and Communication Specialist Devin and her Leadership Centre County team are organizing a community service project this spring. In collaboration with local Centre County businesses, they’ll be hosting a food drive to benefit the State College Food Bank, with a special kickoff event during downtown State College’s First Friday on April 4. The food drive will run through the end of the month.

Stay tuned for updates on the collection sites by following their Facebook page.

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Coming soon...

We're getting ready to launch the Hello Social Co. Creator Network Directory—a curated list of quality content creators specializing in travel and tourism. Subscribers to our quarterly newsletter will get exclusive access to creator profiles, media kits, and direct contact information. Our goal? To make finding and securing successful collaborations effortless. Stay tuned for the official launch!

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Resources we love

Voices we follow

🔹 Adam Mosseri – Stay ahead of the game with insights and updates straight from the Head of Instagram.

🔹 Jack Appleby – A seasoned creative strategist and the mind behind Future Social, Jack shares expert takes on social media trends via LinkedIn and his newsletter.

🔹 Your Social Team – Get practical social media tips and access to a vast library of Canva templates.

Websites we frequent

🌐 Social Media News Today – Keep up with the latest trends and updates in the industry with timely reports and expert analysis. They also have a newsletter so you won't miss any big news.

🌐 HubSpot Academy – Beyond offering CRM software, HubSpot provides free marketing courses and certifications to help with your professional development.