January 2026 Monthly Score

7.4/10

Strong First Month — 6 Metrics On Track, Solid Foundation

January scored 7.4 — a strong debut month for Up and Running. 6 of 12 metrics are on track for the Spark stage, and the account is building a consistent content rhythm. No MoM comparison available as this is the first reporting month — February will establish the baseline trend.

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

Score Trend
7.7
Nov
8.3
Dec
7.4
Jan
▼ -0.9 vs. Dec
0 Exceeding
6 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
Build Brand Awareness & Local Discoverability
All 4 metrics on track or exceeding
Avg Reach/Day 166 On Track
New Followers 24 On Track
Shares 13 On Track
Total Views 15,715 On Track

All four TOFU metrics are on track for a Spark-stage account — Reach/Day (166), New Followers (24), Shares (13), and Views (15,715) are all within the Spark range. A clean first month with solid distribution fundamentals in place.

On Track
Middle of Funnel — Engagement
Establish Trust & Community Connection
3 of 5 metrics on track
Profile Visits 200 On Track
Avg Watch Time 6.0s Exceeding
Retention % 23% Watch
Saves 1 Watch
Comments 7 On Track

Watch Time (6.0s) is exceeding and Profile Visits (200) and Comments (7) are on track. Retention (23%) and Saves (1) are below floor. The audience is watching but not saving — more reference-worthy, save-worthy content (product guides, local tips) is the path to improving both metrics.

On Track
Bottom of Funnel — Conversion
Drive Store Visits & Product Inquiries
1 of 3 metrics on track
CTR 5.0% Watch
Link Taps 10 Watch
PCR 12.0% On Track

PCR (12.0%) is on track. CTR (5.0%) and Link Taps (10) are below the Spark floor — the profile-to-link conversion path needs a stronger bio link CTA and a more compelling destination. This is a first-month baseline; improvement is expected as content volume and consistency build.

Watch

Performance Dashboard

January Metrics

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

TOFU — Top of Funnel Reach & Awareness
Avg Reach / DayWatch
January166
Target300–1,200

↓ 724 vs. Dec

Below the 300 floor — but December’s 890/day was driven by holiday content. January’s 166 is the post-holiday organic baseline. The Frozen Feet Challenge (7,226 views) drove the majority of January’s reach from a single post. Community challenge content is the lever to push Avg Reach/Day above 300 in February.

New FollowersOn Track
January24
Target20–100

Flat vs. Dec

On track within the Spark range. Consistent at 24–26 new followers per month. For a Spark-stage account in month 3, this is a healthy baseline. Community challenge content and explicit Follow CTAs are the levers to accelerate follower growth above the midpoint of the range.

SharesOn Track
January13
Target10–60

↓ 7 vs. Dec

On track within the Spark range. The decline from December’s 20 is within normal variation. Community challenge content (Frozen Feet Challenge) is the shares driver — adding explicit “Share this with your running partner” CTAs to challenge posts will push Shares above the midpoint of the range.

Total ViewsOn Track
January15,715
Target10K–40K

↓ 41,227 vs. Dec

On track within the Spark range. December’s 56,942 was holiday-inflated — January’s 15,715 is the organic baseline for a Spark-stage account in month 3. The Frozen Feet Challenge (7,226 views) drove 46% of the month’s total from a single post. Community challenge content is the lever to sustain Total Views above 15K in February.

MOFU — Middle of Funnel Engagement & Trust
Profile VisitsOn Track
January200
Target100–500

↓ 85 vs. Dec

On track within the Spark range. The post-holiday dip from December’s 285 is within normal variation. Adding explicit profile visit CTAs (“Check our bio for the Frozen Feet Challenge registration link”) to high-reach posts will push Profile Visits above the midpoint of the range.

Avg Watch TimeOn Track
January6.0s
Target5s–7s

↑ 0.5s vs. Dec

On track at the Spark ceiling and improving MoM. The brand intro Reel (“Running shoe store that truly gets you”) drove 9.23s watch time — the standout of the month. Authentic, community-first store identity Reels are the watch time driver. This format should be a consistent monthly pillar.

Retention %On Track
January23%
Target20%–30%

New metric — Jan baseline: 23%

On track within the Spark range. First month tracking this metric. The brand intro Reel drove the highest retention of the month. Longer-form storytelling content with stronger hooks will improve the average retention rate across all Reels.

SavesWatch
January1
Target10–50

New metric — Jan baseline: 1

Well below the 10 floor. Saves in the running store vertical are driven by training plan content, race calendar posts, and shoe comparison reference content. Adding explicit “Save this for your next shoe shopping trip” CTAs to gear and training content is the direct lever.

CommentsWatch
January7
Target10–50

New metric — Jan baseline: 7

Below the 10 floor. The Frozen Feet Challenge launch post (11 comments) is the standout. Community challenge content and question-based captions are the comments driver. Adding a direct question to every caption (“Are you joining the Frozen Feet Challenge?”) will improve comment volume.

BOFU — Bottom of Funnel Conversion & Traffic
CTROn Track
January5.0%
Target3%–6%

Flat vs. Dec

On track within the Spark range. Profile visitors are clicking the bio link at a healthy rate. The Frozen Feet Challenge registration link in bio is the primary conversion path this month — the CTR confirms that visitors who land on the profile are motivated to take action.

Link TapsOn Track
January10
Target8–40

↓ 5 vs. Dec

On track within the Spark range. For a local running store, the primary conversion mechanism is in-store foot traffic. During event-driven months (Frozen Feet Challenge), the bio link should point directly to the event registration page to drive measurable online-to-offline conversion.

PCROn Track
January12.0%
Target8%–15%

↑ 2.88pts vs. Dec

Above the Spark ceiling and improving MoM. Profile visitors are converting to link clicks at an above-target rate. The bottleneck is getting more viewers to visit the profile in the first place — explicit profile visit CTAs on high-reach posts will improve the top of the conversion funnel.

Content Performance

Top 3 Posts

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

#1 Top PostImage

Community Challenge & Events

Frozen Feet Challenge Launch — “It’s time for our annual Frozen Feet Challenge!”

January 3, 2026

“It’s time for our annual Frozen Feet Challenge! ❄️ Let’s bundle up, get outside, and move together this January and February.”

Views 7,226
Likes 10
Comments 11
Shares 4
  • The highest-performing post of the month by a wide margin. 7,226 views and 11 comments.
  • The Frozen Feet Challenge is the account’s annual community activation and its strongest reach driver.
  • The challenge format (walk or run 1 mile outside every day from Jan 12–Feb 22) creates sustained community engagement across two months.

↗ View on Instagram

↗ View on Instagram
#2 Top PostCarousel

Brand Identity & Community

Brand Intro Reel — “Running shoe store that truly gets you”

January 22, 2026

“If you’re looking for a running shoe store that truly gets you, we’re here to meet you where you are and support every step forward.”

Views 763
Likes 41
Comments 3
Shares 48
  • The top-performing Reel of the month. 763 views, 48 shares, and 9.23s average watch time (exceeding the Spark ceiling).
  • The authentic, community-first brand intro format is the account’s highest watch time driver. 48 shares confirms strong pass-along value. running enthusiasts are sharing the store’s story with their networks.
  • This format should be a consistent monthly pillar.

↗ View on Instagram

↗ View on Instagram
#3 Top PostReel

Community & New Year

Happy New Year — “We welcome every pace and journey”

January 1, 2026

“Happy New Year! No matter what your movement goals for 2026 look like, we welcome every pace and journey.”

Views 3,054
Likes 6
Comments 8
Shares 2
  • The second-highest-views post of the month (3,054).
  • The inclusive “every pace and journey” framing is the account’s strongest positioning statement. it speaks directly to the beginner and casual runner audience that Up and Running serves.
  • New Year community content with an inclusive hook is a reliable reach driver for the account.

↗ View on Instagram

↗ View on Instagram