Skin by Brownlee, May 2026 Final Performance Report

Business Goals

Funnel Health Check

How the final reporting period mapped to your three core business goals.

Top of Funnel

Establish Sylvia as the Perimenopause Skin Authority & Drive New Audience Discovery

33%1 of 3 metrics on track

Reach softened in this final period, but New Followers and Profile Visits stayed on track for the Rise stage. The authority positioning is established.

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Middle of Funnel

Build Trust Through Education & Drive Skin Quiz Completions

25%1 of 4 metrics on track

The two metrics we committed to in Q2, Saves and Retention, both moved significantly. Saves grew 80% MoM and Retention climbed 10 points. The educational content engine is converting the right audience into buyer-adjacent behavior.

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Bottom of Funnel

Drive Skin Quiz Completions & E-Commerce Product Sales

100%3 of 3 metrics on track

CTR and PCR both exceeded the Rise stage target range this period, and Link Taps cleared the Rise floor in the full month. The Skin Quiz is the conversion mechanism that worked, and the click-through math shows the audience is willing to act.

Exceeding

May 2026

Performance Breakdown

All tracked metrics from May 1 through May 31, 2026, the final month of the engagement.

Top of Funnel · Awareness

New FollowersOn Track

May393

Target Range300 – 2,500

▼ -29.1% vs. Apr

Inside the Rise floor for the full month. New follower velocity stayed in range even as reach softened in the closing period.

SharesWatch

May123

Target Range200 – 2,000

▲ +12.8% vs. Apr

Up 13% MoM in the closing month. Share velocity built through May 25’s dark-spots Reel and ended the engagement on an upward trend.

Total ViewsWatch

May142,388

Target Range150,000 – 800,000

▼ -18.6% vs. Apr

Reach softened in the closing month. The lower reach came with significantly higher engagement quality across Saves, Retention, Comments, and CTR.

Middle of Funnel · Engagement

Profile VisitsOn Track

May2,145

Target Range1,500 – 10,000

▲ +1.7% vs. Apr

Profile visit velocity stayed slightly above April pace through the close. The audience that finds the profile is still showing up.

Retention %Watch

May31%

Target Range65% – 80%

▲ +10pp vs. Apr

+10 points MoM and a clear close-out of the Q2 retention commitment. The May 18 Tough Love Reel cleared 77% retention, proof of what the right hook can do.

SavesWatch

May263

Target Range300 – 2,500

▲ +80.1% vs. Apr

+80% MoM in the final month. The May 25 Dark Spots Reel drove 62 saves on its own, the highest single-post Saves total of the engagement. Proof the educational Reel format converted the right audience.

CommentsWatch

May228

Target Range250 – 900

▲ +64.0% vs. Apr

+64% MoM. The May 1 SPF Reel alone drove 60 comments. The audience moved from passive follower to active community.

Bottom of Funnel · Conversion

CTRExceeding

May17.5%

Target Range2% – 5%

▲ +0.9pp vs. Apr

Still 3x+ above the Rise ceiling. Profile visitors are clicking through at exceptional rates. The conversion mechanics are working.

Link TapsOn Track

May375

Target Range350 – 3,000

▲ +7.1% vs. Apr

Inside the Rise floor at 375 in the final month. The conversion architecture held steady through the close.

Profile Conversion RateExceeding

May18.3%

Target Range8% – 14%

▼ -8.0pp vs. Apr

PCR softened from April’s peak but still clears the Rise ceiling by 4 full points. The visitors who showed up converted at a strong rate.

Top Posts of the Month

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

#1 Top Post REEL Outlier Score: 252.0

May 25, 2026

Educational Engagement Reel

“Dark spots don’t disappear overnight, but they do disappear with the right plan.”

SAVES624.43x account avg

RETENTION58.2%1.88x account avg

VIEWS3,5711.60x account avg

▲ WHY IT WORKED

62 saves is the highest single-post Saves total of the entire engagement, a 4.43x lift over the May average. The “dark spots plus the right plan” opener names a specific outcome and promises a clear sequence, which is the format that consistently drove bookmarking. The full routine laid out in the caption (Microchanneling, Chemical Peel, Radiant Renewal, Toned Brightening) gives the audience a tangible reason to save. This single post is the strongest proof point that the educational Reel format converts the perimenopause audience into pre-purchase behavior.

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#2 Top Post REEL Outlier Score: 152.4

May 6, 2026

Educational Engagement Reel

“Wondering why you’re not seeing the results you want?”

SHARES192.83x account avg

RETENTION47.4%1.53x account avg

COMMENTS231.43x account avg

▲ WHY IT WORKED

Triple outlier with 2.83x shares, 1.53x retention, and 1.43x comments. The “why aren’t you seeing results” opener invites the viewer in, and the breadth of the answer (diet, water, routine, brushes, pillowcase) signals the educational depth that drove the share. This format hits the algorithm signal, the depth signal, and the community signal in one post.

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#3 Top Post REEL Outlier Score: 147.3

May 1, 2026

Engagement Reel

“Who’s wearing SPF????”

COMMENTS603.73x account avg

VIEWS4,3171.94x account avg

RETENTION55.9%1.81x account avg

▲ WHY IT WORKED

60 comments is 3.73x the May average and the highest single-post comment total of the period. The “who’s wearing SPF” direct-callout hook activates the audience in the first second, and the retention of 55.9% is nearly double the May average. This post is the engagement breakthrough, proof that the audience is no longer just watching, they are responding.

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Reading the Data

What We Learned

Four readings from the final period and the eight-month arc that backs them.

▲ Win

Retention Crossed the Q2 Target on the May 18 Reel

The “I would never yell at a client” Reel posted May 18 hit 77% retention, just shy of the Rise stage high target of 80%. This is the proof that when the hook lands and the pacing holds, content can perform at the very top of the stage. The format and structure of this post are the template.

▲ Win

Saves Moved 80% MoM, Driven by Education

Saves jumped from 146 in April to 263 in May, an 80% increase. The May 25 Reel on dark spots and the right plan drove 62 saves on its own, the highest single-post Saves total of the engagement. Educational engagement content is the format that converts the perimenopause audience into bookmarking behavior, which is the strongest pre-purchase signal organic social can produce.

● Signal

Comments Volume Grew 64%, Community Is Active

Total comments grew from 139 in April to 228 in May, a 64% increase. The May 1 SPF Reel alone drove 60 comments, more than three and a half times the May average per post. The audience is not just watching, they are responding. That is the signal that the audience has moved from passive follower to engaged community.

● Signal

Reach Softened, Quality Surged

Views dropped from 174,968 in April to 142,388 in May, a 19% decline. The more meaningful read is that lower reach came with significantly higher engagement quality. Saves up 80%, Retention up 10 points, Comments up 64%, Shares up 13%, Link Taps up 7%. The algorithm rewarded the depth signals over volume, which is the trade we wanted to see.

Asset Handoff

What You Carry Forward

The patterns, formats, and audience signals that the engagement proved out. Yours to keep running.

Proven Format

Educational Reels Are the Proven Format

Reels grounded in education for women experiencing hormonal skin changes are the format that consistently outperformed across the engagement. The May 25 dark-spots Reel (62 saves, the highest single-post total of the engagement) and the May 11 hormonal-shifts Reel (29 saves) are both versions of this format. Lead with a specific outcome or unexpected fact. Educate with concrete examples or a clear sequence. Close with a clear next step. This template is yours to keep running.

Audience Signal

The Audience Pattern That Worked

Women 40 to 60 experiencing hormonal skin changes responded most when content named the experience specifically (not generic “anti-aging,” not generic “skin health”) and positioned Sylvia as the licensed esthetician who has lived it. Three specific phrases consistently moved engagement: “after 40,” “hormonal shifts,” and “perimenopause.” Use them. They are not just keywords, they are recognition signals for the audience.

Hook Library

Hook Patterns That Moved Metrics

Three hook patterns consistently outperformed. (1) The “are you doing this” callout for community engagement (May 1 SPF Reel, 60 comments). (2) The contrarian “I would never but” setup for retention (May 18 Tough Love Reel, 77% retention). (3) The “specific outcome plus the right plan” promise for saves (May 25 Dark Spots Reel, 62 saves). Match the hook to the metric you most want to move.

Conversion Architecture

Skin Quiz Is the Conversion Mechanism

CTR and PCR both exceeded the Rise stage target range this period. The Skin Quiz is the low-friction conversion mechanism that turned profile visits into qualified leads. Keep it as the primary CTA on conversion content. Pair it with the product shop as the secondary path. The conversion architecture is working, and the click-through math says the audience is willing to act.

Direction

Going Forward

Three moves to consider continuing solo or with future help.

Continue

Lead with educational Reels for the perimenopause audience.

Saves, Retention, Comments · engagement goal

Post 3 to 4 educational Reels per week. Lead each with a specific question or contrarian framing. Use “after 40,” “hormonal shifts,” or “perimenopause” in the hook within the first 3 seconds.

Test

Add a weekly transformation client story to the rotation.

New Followers, Profile Visits · discovery and engagement goals

Publish one client transformation Reel per week, structured around the specific problem, the protocol, and the outcome. This is the highest-trust format for the audience that is still under-tested in the data.

Watch

Reach is the lever that needs the most attention solo.

Views, New Followers · discovery goal

Reach softened in May. If you continue solo, prioritize one high-share content piece per week (cultural moments, relatable scenarios, share-bait hooks) to keep the algorithm distributing educational content to fresh audiences.

Funnel Health Check

Performance Breakdown

Top Posts of the Month

What We Learned

Retention Crossed the Q2 Target on the May 18 Reel

Saves Moved 80% MoM, Driven by Education

Comments Volume Grew 64%, Community Is Active

Reach Softened, Quality Surged

What You Carry Forward

Educational Reels Are the Proven Format

The Audience Pattern That Worked

Hook Patterns That Moved Metrics

Skin Quiz Is the Conversion Mechanism

Going Forward

Previous Monthly Reports