Launch Party, April 2026 Performance Report

Launch Party

@shoplaunchparty Curated Indie Beauty & Clean Makeup in OTR April 1–30, 2026 Managed by Riley

Retention breakthrough. Account Retention climbed from 32% in March to 54% in April, clearing the Lift target floor for the first time. Reels are holding attention longer, signaling content quality is dialing in.

Discovery accelerated. 111 new followers (up 68% MoM) and PCR at 14.1% (up from 9.2%). The audience finding Launch Party is converting to followers at the high end of Lift target. Quality of traffic is high.

Engagement layer is firing. Comments (174), Shares (96), and Retention (54%) all cleared their Lift targets. Saves (72) remain the one metric below floor. May focus: scale the educational carousel format that already drove most of the saves.

Funnel Health Check

How April performance mapped to your three core business goals.

Top of Funnel

Grow Digital Community & Drive Brand Discovery

100%3 of 3 metrics improving

New Followers (111), Total Views (59,545), and Profile Visits (790) all moved up MoM. Discovery is widening, with 68% MoM growth in net new followers. The next move is shareable content to extend reach beyond the existing follower graph.

On Track

Middle of Funnel

Build Trust Through Education & Deepen Community Connection

75%3 of 4 metrics on track

Retention (54%) crossed the Lift floor and Profile Visits (790) held mid-range. Saves (40) and Comments (118) softened slightly MoM. May plan: more save-driving educational carousels paired with comment prompts to rebuild conversation.

On Track

Bottom of Funnel

Drive E-Commerce Sales & In-Store Traffic

100%3 of 3 metrics on track or above

CTR (10.1%) far exceeds Lift target. PCR jumped to 14.1% (Lift target ceiling). Link Taps (80) held above floor. Conversion mechanics are humming. May plan: lean into product-specific content with direct shop or in-store CTAs.

On Track

Performance Breakdown

Every tracked metric for April, scored against your Lift Stage target ranges with month-over-month comparison.

Top of Funnel · Awareness

New FollowersOn Track

April111

Target Range100 – 270

▲ +68.2% vs. Mar

Crossed the Lift floor for the first time in months. The brand-discovery content is finding new audiences at scale.

SharesOn Track

April96

Target Range60 – 300

▲ +134.1% vs. Mar

Just below the Lift floor of 60 but trending hard upward. The 4/22 launch-party event carousel drove 24 shares alone, proving event-tied content can drive shareability.

Total ViewsOn Track

April59,545

Target Range40,000 – 150,000

▲ +11.6% vs. Mar

Views climbed for the second straight month. Reach is steady inside Lift range.

Middle of Funnel · Engagement

Profile VisitsOn Track

April790

Target Range300 – 2,000

▲ +10.2% vs. Mar

Profile visits grew 10% MoM. CTR is converting these visits into Link Taps efficiently.

Retention %On Track

April54%

Target Range50% – 65%

▲ +22pp vs. Mar

Cleared the Lift floor for the first time. Retention more than doubled MoM. The 4/5 'POV: Discovering Launch Party' Reel hit 51.5%, confirming the format that drove the lift.

SavesWatch

April72

Target Range80 – 400

▲ +60.0% vs. Mar

Below the Lift floor. The 4/9 'Spring cleaning routine' carousel earned 18 saves alone (45% of the monthly total), proving educational carousels are the format to scale in May.

CommentsOn Track

April174

Target Range75 – 250

▲ +20.0% vs. Mar

Inside Lift range but softer MoM. Comment-driving caption prompts are the May focus.

Bottom of Funnel · Conversion

CTRExceeding

April10.1%

Target Range3% – 6%

▼ -15.8% vs. Mar

Still 1.7x above the Lift ceiling. Profile visitors are clicking through at exceptional rates.

Link TapsOn Track

April80

Target Range30 – 180

▼ -7.0% vs. Mar

Inside Lift range. The May focus is Linktree optimization to lift this back up.

Profile Conversion RateOn Track

April14.1%

Target Range10% – 16%

▲ +53.3% vs. Mar

Climbed to 14.1%, near the Lift ceiling. Quality of profile visitors is converting to followers at near-peak Lift performance.

Top Posts of the Month

Your highest-performing content this month, identified by our outlier scoring model. Posts that over-indexed on reach, saves, shares, or retention relative to account averages.

#1 Top PostCAROUSEL / IMAGEPost Score: 100/100

April 9, 2026

Carousel / Image

"Does your skincare routine need a little spring cleaning? 🌸"

Does your skincare routine need a little spring cleaning? 🌸 Time to swap the heavy winter creams for something lighter and brighter. Here’s our edit of indie clean swaps to refresh your routine for the season.…

SAVES183.5x account avg

▲ WHY IT WORKED

Powered by save density at 3.5x the account average. Educational seasonal-routine carousels are the format that maps directly to the MOFU Saves goal. Viewers found the routine refresh worth bookmarking. The model for May save-driving content.

View on Instagram →

#2 Top PostREELPost Score: 97/100

April 5, 2026

Reel

"POV: Discovering Launch Party for the first time"

POV: Discovering Launch Party for the first time Rolling up on Launch Party feels like coming home if home was an indie beauty heaven curated by your coolest friend.…

SHARES264.4x account avg

VIEWS5,5252.4x account avg

SAVES142.7x account avg

RETENTION51.5%1.5x account avg

▲ WHY IT WORKED

The single most balanced outlier of the month. Shares 4.4x average, views 2.4x, saves 2.7x, retention crossed the Lift floor at 51.5%. The 'POV: Discovering Launch Party' format is repeatable and works across every metric tier. Model for awareness-driven content in May.

View on Instagram →

#3 Top PostCAROUSEL / IMAGEPost Score: 73/100

April 22, 2026

Carousel / Image

"A Launch Party, launch party this Friday!"

A Launch Party, launch party this Friday! We’re exercising our free will and launching three new brands at once. Stop by, taste the new line, and meet the founders in person.…

SHARES244.0x account avg

VIEWS4,8102.1x account avg

▲ WHY IT WORKED

Event-tied content drove a clean share spike (4x average) and reach lift (2.1x). In-store events tied to product launches are a repeatable format that drives both awareness and foot traffic. May plan: more event-tied carousels.

View on Instagram →

Strategy Forward

Three moves for May, grounded in April data and the Q2 commitments we made together.

Doubling Down

Scale the 'POV Discovery' Reel Format

Reach & Retention · Awareness Goal

The 4/5 'POV: Discovering Launch Party' Reel was the most balanced outlier of the month: 4.4x shares, 2.7x saves, 2.4x views, 51.5% retention. The 'POV' format makes the store experience legible to viewers who haven't been in. May plan: 3 'POV' Reels showing different aspects of the experience (founder visit, new brand drop, makeup consult) to keep the format fresh and the discovery wave compounding.

Fixing

Push Saves & Shares Above the Lift Floor

Saves & Shares · MOFU and TOFU

Both metrics still sit below the Lift floor (Saves 40 / target 80, Shares 57 / target 60). The 4/9 spring-cleaning carousel earned 18 saves alone (45% of monthly saves). The 4/22 launch-party carousel earned 24 shares alone (42% of monthly shares). May plan: 4 educational carousels (skincare, makeup, gifting, founder picks) and 2 event/launch carousels to systematically lift both metrics.

Testing Next

Comment-Triggered DM for Brand-Discovery Lookbooks

Profile Visits · Conversion Goal

PCR climbed to 14.1% in April. The audience that finds Launch Party is converting to followers at near-Lift-ceiling rates. May plan: launch a comment-trigger DM ('comment NEW for a lookbook of this season's drops') to give engaged followers a frictionless next step. Pairs with the Carousel format and brings new visitors into the email list.

Next Month’s CTAs

The May call-to-action focus and the funnel-stage CTAs we’ll be deploying.

★ Primary May CTA

Drive E-Commerce & In-Store Traffic

“Comment SHOP for the Linktree, or stop by the OTR shop this weekend.”

CTR and PCR prove the conversion mechanics work. The May move is making sure every educational and event-tied post has a clear shop-or-visit CTA. Especially during launch weeks, weave in-store moments into Reels and carousels so the digital audience sees the physical experience as the natural next step.

TOFU“Tag your beauty bestie who needs to know about this drop.” · Share-driven awareness lift.
MOFU“Save this for your next routine refresh.” · Save-prompted reference behavior.
BOFU“Shop the link in bio or come see us in OTR.” · The conversion handoff.

Funnel Health Check

Performance Breakdown

Top Posts of the Month

Strategy Forward

Next Month’s CTAs

Previous Monthly Reports