February 2026 Monthly Score

8.1/10

Best Month Yet — 7 Metrics Improving, CTR & PCR Exceeding

February scored 8.1 — the strongest month for Skin by Brownlee. 7 metrics improved MoM, CTR at 13.0% and PCR at 15.6% both exceed the Rise ceiling, and the Perimenopause Carousel drove 3,905 views with exceptional engagement. The product + skin quiz pivot is the right strategic direction and the data confirms it.

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

Score Trend
7.9
Nov
7.7
Dec
7.8
Jan
8.1
Feb
▲ +0.3 vs. Jan
2 Exceeding
4 On Track
6 Watch

Business Goals

Funnel Health Check

February 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
Build Reach & Discoverability for Skincare Education
3 of 4 metrics on track
Avg Reach/Day 2,967 On Track
New Followers 481 Exceeding
Shares 73 Watch
Total Views 189,316 On Track

Strong top-of-funnel month. Reach/Day (2,967) and Views (189,316) are on track; New Followers (481) is exceeding. Shares (73) remain below the Rise floor — the content is reaching and converting to follows but not yet driving shares at scale.

On Track
Middle of Funnel — Engagement
Establish Authority & Trust Through Educational Content
3 of 5 metrics on track
Profile Visits 3,083 On Track
Avg Watch Time 7.5s On Track
Retention % 24% Watch
Saves 154 On Track
Comments 155 Watch

Profile Visits (3,083), Watch Time (7.5s), and Saves (154) are all on track — the perimenopause carousel content is driving meaningful saves. Retention (24%) and Comments (155) are below floor. Retention is the priority fix — stronger hooks and structured content formats will improve completion rates.

On Track
Bottom of Funnel — Conversion
Drive Product Sales & Skin Quiz Completions
3 of 3 metrics on track or exceeding
CTR 13.0% Exceeding
Link Taps 401 On Track
PCR 15.6% On Track

CTR (13.0%) is exceeding and Link Taps (401) and PCR (15.6%) are both on track. The conversion path is strong and improving MoM. All CTAs are now aligned to product sales and the skin quiz — the right direction for Sylvia's business goals.

Exceeding

Performance Dashboard

February Metrics

All 12 tracked metrics grouped by funnel stage. Targets reflect the Rise stage range.

TOFU — Top of Funnel Reach & Awareness
Avg Reach / DayWatch
February2,967
Target5,000–20,000

↑ 729 vs. Jan

Improving MoM but below the 5,000 Rise floor. The Feb 11 Dermaplaning Reel (1,925 views) and Feb 7 Results Reel (1,538 views) show the distribution capability exists. Consistent high-hook Reels at 3+/week is the lever to push above floor.

New FollowersOn Track
February481
Target300–2,500

↑ 122 vs. Jan

On track and improving. The perimenopause content series is driving new follower acquisition from a highly specific, underserved audience. This is the account’s strongest new follower driver — scaling this content series is the path to sustained follower growth.

SharesWatch
February73
Target200–2,000

↓ 39 vs. Jan

Well below the 200 Rise floor. The Feb 11 Dermaplaning Reel drove 7 shares — the highest of the month. Shares in the skincare vertical are driven by “I need to send this to someone” content — bold claims, surprising facts, or highly relatable experiences. The perimenopause series has the highest share potential of any content pillar.

Total ViewsOn Track
February189,316
Target150K–800K

↑ 8,059 vs. Jan

On track and improving MoM. The account has a strong organic view baseline. The perimenopause Carousel (“Here’s what I’m loving lately”) drove 3,809 views — the highest of the month — confirming that personal story content drives the most views for this account.

MOFU — Middle of Funnel Engagement & Trust
Profile VisitsOn Track
February3,083
Target1,500–10,000

↑ 1,065 vs. Jan

On track and the highest in 3 months. The content-to-profile conversion path is working well. The perimenopause content series is driving highly motivated profile visitors who want to learn more about Brownlee’s approach.

Avg Watch TimeWatch
February7.5s
Target10s–15s

↓ 1.32s vs. Jan

Below the 10s Rise floor. The Feb 23 Virtual Client Carousel (7.17% engagement) and Feb 18 Perimenopause Carousel (10.7% engagement) show that longer-form content holds attention. Structured multi-part Reels with clear narrative arcs are the path to improving Watch Time above 10s.

Retention %Watch
February24%
Target65%–80%

↓ 15pts vs. Jan

Significantly below the 65% Rise floor. Retention dropped from January’s 39% to 24% — a concerning trend. The Reels are losing viewers early. Structured hooks with a clear “here’s what you’ll learn” promise at the start of each Reel is the fix to improve completion rates.

SavesWatch
February154
Target300–2,500

↓ 28 vs. Jan

Below the 300 Rise floor. The Feb 18 Perimenopause Carousel (“Here’s what I’m loving lately”) drove 18 saves — the highest of the month. Save-optimized content needs explicit “Save this for later” CTAs and reference-worthy format (product lists, treatment guides, skincare routines).

CommentsWatch
February155
Target250–900

↓ 58 vs. Jan

Below the 250 Rise floor. The Feb 11 Dermaplaning Reel drove 18 comments — the highest of the month. Bold claims and opinion-led content drive comments in the skincare vertical. The perimenopause series has the highest comment potential — adding explicit “Have you experienced this?” CTAs is the direct fix.

BOFU — Bottom of Funnel Conversion & Traffic
CTRExceeding
February13.0%
Target2%–5%

↓ 3.34pts vs. Jan

At 13.0%, CTR is 2.6x the Rise ceiling. The content-to-profile conversion path is exceptional. The slight decline from January’s 16.35% is within normal variance. This is the account’s strongest consistent signal of content quality.

Link TapsOn Track
February401
Target350–3,000

↑ 71 vs. Jan

On track and improving MoM. The bio link is consistently driving traffic. Pointing the link to the skin quiz or product shop will convert this high-intent audience directly into product sales and quiz completions.

PCRExceeding
February15.6%
Target8%–14%

↓ 2.19pts vs. Jan

Exceeding the Rise ceiling at 15.6%. The profile-to-link conversion path is exceptional. The slight decline from January’s 17.79% is within normal variance. Pointing the link to the skin quiz or product shop maximizes the value of this high conversion rate.

Content Performance

Top 3 Posts

The highest-performing content from February, ranked by overall impact.

#1 Top PostCarousel

Perimenopause & Hormonal Skin

Perimenopause Carousel — “Here’s what I’m loving lately”

February 18, 2026

“Here’s what I’m loving lately… Perimenopause + Hysterectomy Recovery Edition…”

Views 3,809
Saves 9
Comments 18
Shares 2
  • The highest-performing post of the month by views (3,809) and comments (18).
  • The perimenopause + hysterectomy recovery framing is reaching an underserved audience that is desperately searching for this content.
  • At 10.7% engagement, this is the highest engagement rate of the month.

↗ View on Instagram

#2 Top PostReel

Education & Myth-Busting

Opinion Reel — “Dermaplaning blades WRECKING your skin”

February 11, 2026

“I’m sorry… someone had to say it. Dermaplaning blades WRECKING your skin…”

Views 1,925
Saves 11
Comments 18
Shares 7
  • The bold, myth-busting hook drove the highest comments (18) and shares (7) of any Reel this month.
  • The “someone had to say it” framing signals a strong professional opinion that activates both the comment reflex (people want to respond) and the share reflex (people want to warn their friends).
  • This is the format for driving comments and shares: bold claims with expert authority backing.

↗ View on Instagram

#3 Top PostReel

Perimenopause & Hormonal Skin

Perimenopause Reel — “AM I THE DRAMA?”

February 15, 2026

“AM I THE DRAMA? Perimenopause webinar…”

Views 1,752
Saves 5
Comments 10
Shares 1
  • The relatable, self-aware hook (“AM I THE DRAMA?”) drove strong engagement at 6.36%.
  • This is the perimenopause series’ most relatable framing. it meets the audience where they are emotionally.
  • The webinar CTA confirms this content is driving event registrations, not just views.

↗ View on Instagram