Happy Wednesday, social pros!

This week, I’m tackling YouTube's game-changing Shorts metrics update and the often-agonizing decision of whether to hire a social media agency when full-time talent isn't in the cards.

And while I’d love to give you the definitive scoop on the TikTok ban/purchase saga, at the time of writing, it's still very much a "will they, won't they" situation that's more dramatic than your favorite reality dating show.

But before all that, this week’s Social Media Journal is brought to you by:

YouTube has announced a significant change to how views are counted on Shorts, effective March 31. This update has important implications for content creators who use the platform's short-form video feature.

YouTube Shorts will now count a view each time a Short starts to play or replay, rather than requiring a viewer to watch for a certain number of seconds. This change aligns YouTube's metrics with those of competitors like TikTok and Instagram Reels, creating a more standardized measurement across platforms.

The most immediate effect is that creators will see higher view counts on their Shorts content. This doesn't represent an actual increase in audience size, but rather a change in how those views are calculated.

Creators who publish content across multiple platforms will now have a more consistent way to compare performance, as YouTube's metrics will match those of TikTok and Instagram.

With higher view counts, creators can showcase their full reach more effectively when approaching potential brand partners. This could potentially lead to more sponsorship opportunities.

The new metric provides creators with a clearer picture of how often their content is being seen initially, which can inform decisions about thumbnails, titles, and opening sequences.

It's important to note that this update won't affect creator earnings or YouTube Partner Program eligibility. These will continue to be based on "engaged views" (the original metric), which counts viewers who choose to continue watching a Short beyond the initial moments.

This update represents YouTube's response to creator feedback and its commitment to providing tools that help creators better understand and showcase their reach, particularly as short-form video continues to be a competitive space across social media platforms.

Let's face it—social media has become the equivalent of digital oxygen for businesses. Miss a beat, and suddenly you're gasping for relevance in an increasingly crowded landscape where everyone's shouting but nobody's necessarily listening. I've watched countless businesses approach social media with the enthusiasm of someone scheduling a root canal: necessary, painful, and likely to be put off until absolutely critical.

"Can't we just post something once a week and call it good?" they ask, eyes hopeful. Oh, sweet summer child.

The reality is that effective social media management has evolved from posting the occasional cute office dog photo (though please, keep those coming) to a complex ecosystem requiring strategy, analytics, content creation, community management, and the ability to pivot faster than a politician during election season. And if you're running a business where social media isn't your primary expertise, you're essentially trying to perform brain surgery while also doing your taxes and planning your kid's birthday party.

Remember when businesses could create a Facebook page, post sporadically, and still see meaningful engagement? Yeah, me neither, because those days are long gone—if they ever truly existed outside our collective entrepreneurial imagination.

Today's algorithm-driven platforms demand consistent, quality content tailored to each platform's unique ecosystem. TikTok wants authenticity and trend-awareness. LinkedIn demands thought leadership (or at least a convincing impression of it). Instagram requires visual storytelling that would make National Geographic photographers sweat. And X/Twitter? Well, it requires the timing of a comedian and the crisis management skills of a diplomat.

Too many businesses are still playing social media whack-a-mole—reactively responding to trends, posting inconsistently, and wondering why their engagement numbers look like the sad trombone sound effect made visual.

"But shouldn't we just hire someone full-time?" I hear you ask.

In an ideal world where money grows on trees and qualified social media experts are abundant and affordable—sure! But let's crash back to reality for a moment.

A truly skilled social media manager—someone who understands strategy, content creation, community management, data analysis, paid advertising, AND keeps up with the platforms' ever-changing algorithms—commands a hefty salary. According to recent industry data, you're looking at $60,000-$80,000 annually at minimum for someone with real expertise.

And here's the kicker: one person, no matter how talented, has limited bandwidth and a finite set of skills. That graphic design wizardry you need? That video editing expertise? That next-level copywriting? Finding all that in one affordable package is like finding a unicorn that also does your taxes—theoretically possible but statistically improbable.

Enter the agency option, where you're essentially getting a team of specialists rather than a jack-of-all-trades individual—often at a comparable or lower cost when you factor in benefits, training, and the inevitable vacation coverage.

If you're nodding along but still hesitant, I get it. Outsourcing something as essential as your brand voice feels risky. The key to success lies in finding an agency that feels less like a vendor and more like an extension of your team:

Here's my blunt take: if social media matters to your business (and in 2025, it absolutely should), then treating it as an afterthought is the entrepreneurial equivalent of showing up to a black-tie event in sweatpants—you're technically present, but you're not making the impression you want.

Hiring an agency isn't just about outsourcing a task you don't have time for—it's about elevating your social presence from "we're here because we have to be" to "we're here because we understand the strategic value."

Is it an investment? Absolutely. But it's an investment that typically delivers better ROI than the scattered, inconsistent approach that characterizes most DIY social media efforts.

So before you assign social media management to your already-overloaded marketing team or that intern who "seems to understand TikTok," consider what you're really trying to achieve with your social presence. If the answer is anything more ambitious than "maintain the bare minimum," an agency partnership might be your smartest move.

If you’re in this scenario currently, I’d love to talk to you about how Harden Digital & Design can help.

Send me an email by clicking the button below and let’s connect!

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