Performance Report — January 2026

Launch Party

Jewelry / Retail / Curated Indie Beauty & Clean Makeup

Building Month — January 2026

Signature Package 3 Posts / Week Primary CTA: Shop E-Comm No Accordion Phase

January 2026 Monthly Score

7.5/10

Building Momentum — CTR Exceeding, Reach Rebuilding

January scored 7.5 — a solid start to 2026 for Launch Party. CTR at 14.1% is well above the Lift ceiling and Link Taps at 131 confirm the conversion path is working. Reach and Shares remain below floor, but the content quality signals are strong and the foundation is in place to scale distribution in the months ahead.

Scored using the Scroll Media Weighted Performance Framework v2.0.

Score Trend
7.9
Oct
8.9
Nov
9.1
Dec
7.5
Jan
▼ -1.6 vs. Dec
1 Exceeding
5 On Track
6 Watch

Business Goals

Funnel Health Check

January performance evaluated across all three funnel stages — each goal assessed by the full set of metrics that drive it, not a single KPI.

Top of Funnel — Awareness
Grow Brand Awareness & Discoverability
2 of 4 metrics on track
Avg Reach/Day 1,451 On Track
New Followers 82 Watch
Shares 45 Watch
Total Views 106,849 On Track

Reach/Day (1,451) and Views (106,849) are on track — strong organic distribution for a Lift-stage account. New Followers (82) and Shares (45) are below floor, signaling the content is reaching but not yet converting to follows or shares at scale.

On Track
Middle of Funnel — Engagement
Build an Engaged Community of Beauty Enthusiasts
3 of 5 metrics on track
Profile Visits 928 On Track
Avg Watch Time 6.6s On Track
Retention % 44% Watch
Saves 50 Watch
Comments 118 On Track

Watch Time (6.6s) and Comments (118) are on track, confirming content quality and community interaction. Profile Visits (928) are on track. Retention (44%) and Saves (50) are below the Lift floor — more structured, reference-worthy content is the lever.

On Track
Bottom of Funnel — Conversion
Drive E-Commerce Sales & In-Store Visits
2 of 3 metrics on track
CTR 14.1% Exceeding
Link Taps 131 On Track
PCR 8.8% Watch

CTR at 14.1% is well above the Lift ceiling — the content-to-profile conversion path is strong. Link Taps (131) are on track. PCR (8.8%) is just below the 10% floor — a stronger bio link destination would close the gap.

On Track

Performance Dashboard

January Metrics

All 12 tracked metrics grouped by funnel stage. Targets reflect the Lift stage range. Progress bars show actual vs. the high target.

TOFU — Top of Funnel Top of Funnel — Reach & Awareness
Avg Reach / Day Watch
January 1,451
Target 1,500–5,000

↓ 305 vs. Dec

December’s 1,756/day was driven by holiday gifting traffic. January reflects the organic baseline. The account is still building consistent reach distribution — February’s product education content is the lever to move this.

New Followers Watch
January 82
Target 100–270

↓ 122 vs. Dec

Holiday-driven discovery inflated December’s 204 new followers. January’s 82 is below the 100 floor. Pairing educational content with explicit Follow CTAs in February is the direct fix.

Shares Watch
January 45
Target 60–300

↓ 129 vs. Dec

December’s 174 shares were holiday-event driven. January’s 45 is below the 60 floor. Share CTAs paired with community-relevant content (“Tag a friend who needs this”) are the primary lever.

Total Views On Track
January 106,849
Target 40K–150K

↓ 50K vs. Dec

Solidly on track within the Lift target range. December’s 156,871 was holiday-inflated. January’s 106,849 confirms the account has a healthy organic view baseline to build from.

MOFU — Middle of Funnel Middle of Funnel — Engagement & Trust
Profile Visits On Track
January 928
Target 300–2,000

↓ 344 vs. Dec

On track within target range. The decline is proportional to the reach pullback — not a conversion quality issue. Profile Visits ÷ Reach (CTR) is actually up MoM, confirming the content-to-profile path is intact.

Avg Watch Time On Track
January 6.6s
Target 6s–10s

↑ 2.16s vs. Dec

Watch Time improved significantly from December’s 4.4s to 6.56s — now inside the Lift target range. The strongest MoM improvement of the month. Content is holding attention at a higher rate than the holiday period.

Retention % Watch
January 44%
Target 50%–65%

New metric

First month tracking Retention. 44% is below the 50% floor but within striking distance. The Founder Story Reel (Jan 20) hit 46.4% retention — the format to scale for this metric.

Saves Watch
January 50
Target 80–400

↑ 18 vs. Dec

Saves improved from December’s 32 to 50 — the right direction. Still below the 80 floor. Pre-purchase utility framing (“Save this before your next beauty haul”) on carousel posts is the direct fix.

Comments On Track
January 118
Target 75–250

↓ 292 vs. Dec

December’s 410 comments were holiday-event driven. January’s 118 is on track within the Lift range. The Founder Story Reel (Jan 20) drove 12 comments — that format is the primary comments driver.

BOFU — Bottom of Funnel Bottom of Funnel — Conversion & Traffic
CTR Exceeding
January 14.1%
Target 3%–6%

↑ 1.62pts vs. Dec

Profile Visits ÷ Total Followers. At 14.1%, CTR is more than 2x the Lift ceiling (6%). The people discovering the account are converting to profile visits at an exceptional rate. This is the account’s strongest signal.

Link Taps On Track
January 131
Target 30–180

↓ 28 vs. Dec

On track within the Lift range. The decline is proportional to the reach pullback. Bio link strategy is working — the shop link is driving consistent traffic even in a lower-reach month.

PCR Watch
January 8.8%
Target 10%–16%

↓ 7.2pts vs. Dec

Profile Visits ÷ Avg Reach/Day. Dipped below the 10% floor from December’s 16.04%. The reach pullback is the primary driver — when reach recovers, PCR should follow. Watch closely in February.

Content Performance

Top 3 Posts

The highest-performing content from January, ranked by overall impact across views, saves, shares, and comments.

#1 Top Post Reel

Community & Local Culture

Founder Story — Success Built in the Rush

January 20, 2026

“Success isn’t built in the rush. It’s built in the moments where you don’t give up. Consistency, patience…”

Views 3,094
Saves 4
Comments 12
Shares 6
  • Founder-voice content with a resilience narrative drove the highest views (3,094), comments (12), and shares (6) of the month.
  • The personal, vulnerable framing resonates with the boutique beauty audience who connects with the brand’s story, not just its products.
  • This format is the account’s strongest trust-builder and the primary driver of comments.
#2 Top Post Reel

Beauty Education & Self-Care Rituals

Educational How-To — Postpartum Hair Loss

January 13, 2026

“Postpartum hair loss? Stop scrolling! If you’re in your postpartum era, know this — it’s totally normal…”

Views 2,243
Saves 12
Comments 5
Shares 6
  • Niche-specific educational content targeting a real, underserved concern (postpartum hair loss) drove the highest saves (12) of the month.
  • This is the save-optimization formula in action: specific problem + expert solution + audience identity match.
  • The postpartum angle also aligns with the brand’s curated indie beauty positioning — serving the audience at a life stage that mainstream beauty brands ignore.
#3 Top Post Carousel

Product Discovery & Brand Spotlights

Educational Myth-Busting — Beauty Horoscope

January 15, 2026

“Your 2026 beauty horoscope is here. What’s in your bag says a lot… and the stars have opinions…”

Views 3,059
Saves 8
Comments 17
Shares 6
  • Entertainment-meets-education content drove the highest comments (17) of the month.
  • The “beauty horoscope” hook is a strong example of using cultural relevance (astrology) as a discovery mechanism for product education.
  • The carousel format drove saves and shares simultaneously — confirming that swipeable, personality-driven content is a strong format for this account.
🎯

February CTA Strategy

Call-to-Action Plan · Aligned to Funnel & Goals

★ Primary Monthly CTA

Drive In-Store Visits & E-Commerce Purchases

Type: Shop / Visit CTA
Mechanism: Link in Bio → Shop or Google Maps
Primary KPI: Link Taps / CTR

Suggested Copy

“Find your next favorite thing. Shop the link in bio or come see us in store.”

Launch Party is a curated indie beauty and jewelry boutique where discovery happens in-person and online. The primary conversion event is either a store visit or an e-commerce purchase. CTR is already exceeding at 14.12% — the priority is getting more reach to funnel into that proven conversion path.

Funnel-Stage CTA Plan

TOFU 📡
Follow CTA
“Follow for new arrivals every week — we curate so you don’t have to.”
MechanismOn-Screen Text Overlay
Primary KPINew Followers
Reach is rebuilding post-holiday. Follow CTAs on high-reach Reels convert discovery into a warm audience that can be nurtured toward purchase.
MOFU 🔥
Save CTA
“Save this for your next beauty haul — you’ll want to come back to this.”
MechanismCaption + On-Screen Text
Primary KPISaves
Saves are below the 80 floor. Framing educational and product content as a “shopping reference” directly targets the save behavior and builds a warm, high-intent audience.
BOFU 🎯
Shop / Visit CTA
“This one’s in store now. Tap the link in bio to shop online or find us on the map.”
MechanismLink in Bio → Shop or Google Maps
Primary KPILink Taps / In-Store Visits
CTR is exceptional at 14.12%. BOFU content should make the next step frictionless — one tap to shop or navigate to the store.

February Direction

Strategy Adjustments

Three high-priority moves for February — grounded in January’s data and mapped to your core business goals.

1
Doubling Down

Make founder-voice content a weekly non-negotiable

Watch Time & Saves · Community Goal

Why

Founder-voice content drove the highest Watch Time (6.6s) and engagement depth of the month. The audience responds to personal storytelling — it builds the trust layer that converts browsers into buyers. One founder-voice post per week is the minimum to sustain this signal.

↗

What This Moves

Watch Time above the 6s floor → stronger Reel distribution → more saves and profile visits from warm, purchase-ready audiences.

2
Fixing

Reframe educational carousels as pre-purchase utility tools

Saves · Community Goal

Why

Saves are at 50 against an 80 floor. Generic educational carousels are being consumed but not bookmarked. Reframing the hook to “Save this before your next beauty haul” positions the content as a shopping reference — a format the audience has a clear reason to save.

↗

What This Moves

Saves toward the 80 floor → stronger content utility signals → a growing library of warm, high-intent savers who return to purchase.

3
Testing Next

Test curiosity text-overlay hooks on B-Roll Reels

Reach & Views · Awareness Goal

Why

Reach is rebuilding after the holiday peak (1,451 vs. 1,500 floor). B-Roll Reels have strong visual quality but need a distribution trigger. Testing curiosity text-overlay hooks (“The one product I can’t stop recommending”) against silent visual-only hooks will identify which format drives more shares and reach.

↗

What This Moves

Avg Reach/Day above the 1,500 floor → more new eyes on the account → accelerated follower growth toward the 100 target.