No matter how solid your strategy is today, the digital landscape, audience behaviors, and platform algorithms are always changing. What worked last year might not work this year. Updating your strategy helps you stay current, competitive, and aligned with what actually moves the needlenow— not what worked in the past.

Tweaks help, but they’re often surface-level. Remaking your strategy forces you to zoom out, reassess your big-picture goals, and question whether your channels, content, and messaging still serve your business. It’s like doing a full health check, not just slapping on a Band-Aid.

You risk wasting time, money, and energy on efforts that no longer deliver. Without reevaluating, you might keep chasing vanity metrics, missing new growth opportunities, or ignoring shifts in your audience’s needs — all of which can stall or even set back your progress.

The best practice is to do it annually, but key signals include: your engagement is dropping, you’re struggling to meet goals, your audience or product offering has shifted, or new trends or platforms have emerged. Even if things are going well, an annual refresh ensures you’re staying intentional, not just coasting on autopilot.