Performance Report — January 2026

Skin by Brownlee & Co

Med Spas / Aesthetics / E-Commerce Skincare for Perimenopause & Hormonal Skin
Rise Stage Month 4 @skinbybrownleeandco Med Spas / Aesthetics Managed by Riley

January 2026 Monthly Score

7.8/10

Solid Start — CTR & PCR Exceeding, Reach Building

January scored 7.8 — a strong opening month for Skin by Brownlee. CTR at 16.4% and PCR at 17.8% both exceed the Rise ceiling, confirming the content-to-profile and profile-to-link conversion paths are working. Retention and Watch Time are below floor but trending in the right direction as the account builds its content rhythm.

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

Score Trend
8.0
Oct
7.9
Nov
7.7
Dec
7.8
Jan
▲ +0.1 vs. Dec
2 Exceeding
3 On Track
7 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
Build Reach & Discoverability for Skincare Education
2 of 4 metrics on track
Avg Reach/Day 2,238 Watch
New Followers 359 On Track
Shares 91 Watch
Total Views 181,257 On Track

New Followers (359) and Views (181,257) are on track — strong organic distribution. Reach/Day (2,238) and Shares (91) are below the Rise floor. The perimenopause content series is driving views and follows; shareable formats need more emphasis to push Shares above floor.

On Track
Middle of Funnel — Engagement
Establish Authority & Trust Through Educational Content
2 of 5 metrics on track
Profile Visits 2,018 On Track
Avg Watch Time 8.8s On Track
Retention % 39% Watch
Saves 111 Watch
Comments 153 Watch

Profile Visits (2,018) and Watch Time (8.8s) are on track — the content is holding attention. Retention (39%), Saves (111), and Comments (153) are below the Rise floor. The audience is watching but not saving or commenting at scale. More opinion-led and save-worthy content is the path forward.

On Track
Bottom of Funnel — Conversion
Drive Product Sales & Skin Quiz Completions
3 of 3 metrics on track or exceeding
CTR 16.4% Exceeding
Link Taps 330 On Track
PCR 17.8% Exceeding

CTR (16.4%) and PCR (17.8%) are both exceeding — the profile-to-product conversion path is strong. Link Taps (330) are on track. All CTAs are aligned to product sales and the skin quiz — the right direction for this account.

Exceeding

Performance Dashboard

January Metrics

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

TOFU — Top of Funnel Top of Funnel — Reach & Awareness
Avg Reach / Day Watch
January 2,238
Target 5,000–20,000

↑ 883 vs. Dec

Up 65.1% MoM but still below the 5,000 floor. The authority-builder format is driving the growth. Shares doubling MoM (36 → 77) is the organic reach multiplier — each share extends reach beyond the existing audience.

New Followers On Track
January 359
Target 300–2,500

↓ 89 vs. Dec

On track within the Rise range. The slight decline from December’s 448 is within normal variation. At 32,606 total followers, the account has a strong base. The focus is converting existing reach to new followers with explicit Follow CTAs on high-reach posts.

Shares Watch
January 91
Target 200–2,000

↑ 41 vs. Dec

Shares more than doubled MoM (36 → 77) — strong directional improvement. Still below the 200 floor. The authority-builder “5 Things to Stop After a Facial” drove 35 shares alone. Share CTAs paired with authority-builder content are the primary lever.

Total Views On Track
January 181,257
Target 150K–800K

↑ 49,617 vs. Dec

On track and the account’s highest total since launch. Up 37.7% MoM. The authority-builder format is the primary driver. Consistent 3-posts-per-week cadence is sustaining the volume needed to stay within the Rise range.

MOFU — Middle of Funnel Middle of Funnel — Engagement & Trust
Profile Visits On Track
January 2,018
Target 1,500–10,000

Flat vs. Dec

On track within the Rise range. Stable MoM despite the reach growth — confirming the content-to-profile path is consistent. As reach grows in February, Profile Visits should scale proportionally.

Avg Watch Time Watch
January 8.8s
Target 10s–15s

↑ 1.82s vs. Dec

Up 1.82s MoM and approaching the 10s floor. The Jan 9 Transformation Reel hit 9.55s — the closest to the target. Longer-form educational content (30–45 second reels) with strong narrative structure is the path to cross the 10s threshold.

Retention % Watch
January 39%
Target 65%–80%

New metric

First month tracking Retention. 39% is below the 65% floor. The Jan 26 BTS Reel hit 66.5% — the format to scale. Shorter reels (15–20s) with a strong narrative arc are the path to move this metric above the floor.

Saves Watch
January 111
Target 300–2,500

↑ 69 vs. Dec

Saves jumped 2.6× MoM (43 → 112) — the strongest MoM improvement of the month. Still below the 300 floor. The authority-builder format drove 32 saves from a single post. Explicit Save CTAs on every educational post is the direct fix.

Comments Watch
January 153
Target 250–900

Flat vs. Dec

Flat MoM but below the 250 floor. The Jan 9 Transformation Reel drove 31 comments — the highest of the month. Transformation content with a question CTA (“What’s your biggest skin concern?”) is the primary comments driver for this account.

BOFU — Bottom of Funnel Bottom of Funnel — Conversion & Traffic
CTR Exceeding
January 16.4%
Target 2%–5%

↓ 1.44pts vs. Dec

Profile Visits ÷ Total Followers. At 16.4%, CTR is more than 3× the Rise ceiling (5%). The people discovering Skin by Brownlee are converting to profile visits at an extraordinary rate. The Skin Quiz bio link is working as a conversion anchor.

Link Taps Watch
January 330
Target 350–3,000

↓ 34 vs. Dec

Just below the 350 floor at 330. The slight decline is proportional to the follower count dip (32,832 → 32,606). Bio link strategy is consistent — the Skin Quiz and shop are driving regular traffic. Explicit Link CTA on product posts is the fix.

PCR Exceeding
January 17.8%
Target 8%–14%

↓ 4.11pts vs. Dec

Profile Visits ÷ Avg Reach/Day. At 17.8%, PCR exceeds the Rise ceiling (14%). The people visiting the profile are converting to followers at an above-target rate. The slight decline from December’s 21.90% is within normal variation.

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

Authority Builder — Expert Tips

PSA: 5 Things to Stop After a Facial

January 12, 2026

“PSA: You’re throwing your money away if you do these 5 things after a facial…”

Views 3,638
Saves 32
Comments 8
Shares 35
Retention 58.1%
  • This post dominated January across every metric: highest views (3,638), highest saves (32), and highest shares (35).
  • The PSA hook is the strongest opener in the account’s history — it creates urgency, positions Sylvia as the authority, and makes the audience feel they’re getting insider knowledge.
  • The 35 shares confirm this is the account’s viral format.
#2 Top Post Reel

Case Study — Transformation Story

Skin Transformation — Texture & Hyperpigmentation

January 9, 2026

“Look at this transformation… absolutely unreal. This client came in wanting to address texture and hyperpigmentation…”

Views 3,377
Saves 18
Comments 31
Shares 4
Retention 47.8%
  • Transformation content drove the highest comments (31) of the month — the audience wants to ask questions when they see real results.
  • The 18 saves confirm this is a purchase-intent format: people saving transformation content are researching whether the treatment is right for them.
  • This is the account’s strongest trust-builder and the primary driver of consultation intent.
#3 Top Post Reel

Founder POV — Lifestyle & Relatable Beauty

Founder POV — Glowing Skin Reset for 2026

January 2, 2026

“Want glowing skin in 2026? Start with a RESET. Here are the top 5 things to do right now…”

Views 2,537
Saves 18
Comments 19
Shares 16
Retention 56.6%
  • Founder-voice content with a New Year reset hook drove strong saves (18), comments (19), and shares (16) simultaneously.
  • The 56.6% retention confirms the audience watches founder-led content through to the end.
  • This format — Sylvia speaking directly to the audience about a specific skin goal — is the account’s most balanced performer across all engagement metrics.
🎯

February CTA Strategy

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

★ Primary Monthly CTA

Drive Skin Quiz Sign-Ups & E-Commerce Product Sales

Type: Quiz / Shop CTA
Mechanism: Link in Bio → Skin Quiz or Shop
Primary KPI: Link Taps / Quiz Completions

Suggested Copy

“Not sure where to start? Take the Skin Quiz in our bio — get your personalized routine in 2 minutes.”

Skin by Brownlee & Co sells personalized skincare for perimenopause and hormonal skin — a high-consideration purchase where the customer needs to trust the recommendation before buying. The Skin Quiz is the primary conversion tool because it personalizes the recommendation and removes the guesswork. CTR is exceeding at 16.4% — the audience is motivated to click. The priority is growing reach to put more qualified eyes on content that’s already converting.

Funnel-Stage CTA Plan

TOFU 📡
Share CTA
“Share this with someone who needs to hear it — this is the conversation nobody’s having about perimenopause skin.”
MechanismOn-Screen Text + Caption CTA
Primary KPIShares
Shares are at 77 against a 200 floor. Authority-builder content on perimenopause skin is highly shareable because it fills an information gap. Share CTAs on PSA-style content directly target this gap and compound organic reach.
MOFU 🔥
Save CTA
“Save this — your February skin routine starts here.”
MechanismCaption + On-Screen Text
Primary KPISaves
Saves are at 112 against a 300 floor. Educational skincare content is naturally save-worthy when framed as a reference tool. Explicit Save CTAs on every carousel post directly target this gap.
BOFU 🎯
Quiz / Shop CTA
“Ready to stop guessing? Take the Skin Quiz in our bio and get your personalized perimenopause routine.”
MechanismLink in Bio → Skin Quiz
Primary KPILink Taps / Quiz Completions
The Skin Quiz is the primary conversion tool because it personalizes the recommendation. BOFU content should make taking the quiz feel like the obvious next step after consuming educational content.

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

Keep the authority-builder format as the weekly reach engine

Shares & Reach · Awareness Goal

Why

The authority-builder format drove the strongest month on record — Views up 37.7%, Saves up 2.6x MoM. One PSA/expert tips Reel per week is the primary organic reach driver for this account. The perimenopause angle fills a genuine information gap that makes this content highly shareable.

↗

What This Moves

Shares toward the 200 floor → expanded organic reach → more new followers discovering the brand through shared authority content.

2
Testing Next

Test longer-form Reels (30–45s) with a narrative arc

Avg Watch Time · Community Goal

Why

Watch Time is at 8.8s against a 10s floor. Longer-form Reels with a narrative arc (“I tried 5 perimenopause skincare routines — here’s what actually worked”) create a completion incentive that keeps viewers watching. This format also naturally accommodates the educational depth that the audience is already responding to.

↗

What This Moves

Watch Time above the 10s floor → stronger algorithmic distribution for all Reel content → more reach from the same posting frequency.

3
Fixing

Add explicit Save CTAs to every educational carousel

Saves · Community Goal

Why

Saves are at 112 against a 300 floor. Educational carousels are being consumed but not bookmarked. Reframing the hook to “Save this before your next facial” or “Screenshot this skincare checklist” positions the content as a reference tool — a format the audience has a clear reason to save.

↗

What This Moves

Saves toward the 300 floor → stronger content utility signals → a growing library of warm, high-intent savers who return to purchase.