What We’d Audit First: Before You Launch in 2026, Audit These 5 Things

As teams gear up for 2026, the biggest risk we see isn’t a lack of effort, it’s misalignment and building an insular campaign void of the wants and needs of your audience.

At Think Big, we start with a comprehensive audit of a client’s digital ecosystem for this exact reason. Every channel, website, and piece of collateral should work together seamlessly, not create friction, confusion, or missed opportunities. If we were auditing an advocacy or public affairs program heading into a new year, these are the first five things we’d examine:

1. Is your messaging still written for today’s audience or last year’s? Audiences shift quickly, and what resonated even six months ago may already feel stale. Language, tone, and framing should reflect current concerns, not past assumptions. A quick messaging refresh can dramatically improve engagement.
   

2. Does your website clearly convert interest into action? Traffic alone doesn’t equal impact. If a motivated visitor doesn’t immediately understand what to do next, you’re losing momentum. Clear CTAs, simple forms, and fast load times make the difference between awareness and action.
   

3. Are you running paid media with fresh creative, or recycling what once worked? Even strong creative fatigues over time. Algorithms, platforms, and audiences reward freshness, not familiarity. Regularly rotating and testing creative keeps performance from quietly slipping.
   

4. Do you have video assets that actually work on social media? Long-form video has its place, but social platforms favor short, native, and emotionally engaging content. Assets need to be built for how people actually consume media today, often with subtitles, mobile optimized, and with speed.
   

5. Is your data being captured, connected, and used? Many organizations collect data across platforms but fail to connect it in meaningful ways. When systems work together, campaigns improve over time. When they don’t, teams lose visibility into what’s actually working.
   

Ignoring these issues compounds problems later, wastes valuable time and money, and ultimately stunts your organization’s ability to make an impact and lead the conversation.

Left unaddressed, these issues compound, wasting valuable time and resources and ultimately limiting an organization’s ability to lead the conversation and create change. Plus, a focused audit now can prevent months of cleanup later, and who doesn’t want that?

— Think Big