That’s awesome! Having a talented team that also works well together is so valuable. 
Too much content is also a good problem to have.

We also have a pretty endless content pool for potential content, so we prioritize by looking at what will help us most likely achieve our goal/goals (either a company/campaign goal or specific to social) and bandwidth for production. We also shelf ideas instead of scrapping them. We had one earlier in the year that didn’t work out because of timing and bandwidth but we’re looking at it again for 2025.

Love love that you are getting results on TikTok!

KPIs are always an interesting thing to create and I think it really depends on the organization. I know sometimes you have to include KPIs because one particular person/funder/stake holder wants to see a very specific result. So I would say start there, is there anyone that has an outsized influence on your team and can impact the inner workings if they are not happy? If that’s not the case while revenue is always a good thing to keep an eye on, have you game planned for the new economy and if you need to do any repositioning of product/service within that? Do you need to dig deeper into your online communities finding out all the places that they hang so you can keep your presence lively? Any world things happening (such as the world cup) that affect you audience that you can create campaigns around to drive those KPIs?