Scroll Media
Q2 Strategy Alignment
Aligning organic social
with Sylvia's e-commerce vision
A shared framework for how Scroll Media's organic strategy and the broader CMO roadmap work together — to drive product sales, email growth, and brand authority.
01
Six months of performance — the honest picture
What's working, where the gaps are, and what we're doing about it
8.3 / 10
Solid Month — March 2026
Rise Stage · Month 6 · Best score yet
5-month trend
3 Exceeding
3 On Track
4 Watch
Scored using Scroll Media Weighted Performance Framework v2.0 — Tier 1 (quality & conversion) 1.5× weight, Tier 2 (volume & distribution) 1.0×, Tier 3 (context) 0.75×. Stage-calibrated against Rise benchmarks.
View full March report →
Tier 1 · 1.5× weight
Quality & Conversion
Platform-resistant. Direct signals of content quality and buyer intent.
Saves · Shares · Retention % · CTR · PCR
Tier 2 · 1.0× weight
Volume & Distribution
Important growth signals, but partially algorithm-dependent.
Reach/Day · New Followers · Views · Profile Visits · Link Taps
Tier 3 · 0.75× weight
Context & Community
Variable by niche and content type. Supporting signal, not primary.
Comments · Avg Watch Time
MetricJan 2026Feb 2026Mar 2026StatusTier
CTR
16.4%
13.0%
19.1%
Exceeding
T1
PCR
17.8%
15.6%
22.8%
Exceeding
T1
Retention %
39% ↑
24% ↓
24% →
Watch
T1
Saves
112 ↑
154 ↑
152 →
Watch
T1
Shares
77
73
71 →
Watch
T1
New Followers
359
481
491 ↑
On Track
T2
Total Views
181K
189K
170K ✓
On Track
T2
Link Taps
330
401
412 ↑
On Track
T2
What's working
Conversion funnel is strong
CTR at 19.1% and PCR at 22.8% — both well above Rise targets. When people find SBB, they click through and convert. This has been consistent since October. This is not a conversion problem.
Perimenopause content is the clear winner
Every top-performing post across three months is anchored in perimenopause education or Sylvia's personal story. March's Silent Shift Kit carousel hit 2.1× account average views. This is the content-market fit. Scale it.
Follower growth accelerating
491 new followers in March — best month yet. The perimenopause series is consistently converting discovery to community. New followers trending up MoM across three consecutive months.
Where the gaps are
Retention % — the highest-priority fix
At 24%, retention is well below the 65% Rise target. People are dropping off early. This is a hook problem, not a topic problem. When the hook works, the content holds — the March top Reel hit 61.3% retention. The gap is opening execution across the full calendar.
Saves and shares are plateaued
Saves grew from 43 (Oct) to 152 (Mar) — real improvement — but still below the 300 Rise floor. Shares sit at 71 vs. a 200 target. The January Authority Builder (32 saves, 35 shares) proves the audience will engage deeply with the right format. We need more of it.
What this pattern means
High views + strong conversion + low saves/retention = we're reaching people but not consistently giving them a compelling reason to stay and save. Distribution is working. Depth of engagement needs to improve. The fix: stronger hooks, contrarian takes, reference-worthy formats.
March top performers
Top Post · Score 100 Mar 20 · Reel
"You always have options in men and in skincare. Skincare isn't one size fits all."
3,331
Views
61.3%
Retention T1
10
Saves T1
#2 · Score 85 Mar 27 · Carousel
"I'm an esthetician and even I didn't see this coming… I packaged everything into one kit so other women wouldn't have to figure it out the hard way. Real skin. No editing."
3,962
Views (2.1× avg) T2
Product CTA
Perimenopause Silent Shift Kit
02
How targets are set — and why Rise stage matters
The methodology behind every number in the monthly report
SBB is a Rise-stage account. That changes everything.
At 33,000+ followers, SBB is benchmarked against Rise-stage targets — not the same bar as a brand with 1,500 followers. Assigning the wrong stage means measuring against the wrong baseline. Rise targets are intentionally set above what's easy: On Track reflects genuine momentum. Watch is a real signal — not a technicality — and always comes with a clear action plan.
Rise-stage target ranges — what SBB is measured against
| Metric | Rise Target | Why it matters | Tier |
|---|---|---|---|
| Saves | 300 – 2,500 / mo | Strongest pre-purchase intent signal. Algorithm rewards saved content with wider distribution. | T1 |
| Retention % | 65% – 80% | % of Reel watched before drop-off. Low retention = hook isn't delivering. Instagram uses this to decide whether to amplify to non-followers. | T1 |
| CTR | 2% – 5% | Link taps ÷ profile visits. SBB is at 19.1% — well above ceiling — confirming strong audience-offer alignment. | T1 |
| PCR | 8% – 14% | New followers ÷ profile visits. Measures profile quality. SBB at 22.8% — exceeding ceiling. | T1 |
| Shares | 200 – 2,000 / mo | Strongest organic amplification signal. Extends reach beyond the existing audience. | T1 |
| New Followers | 300 – 2,500 / mo | Growth signal. Followers driven by the right content attract buyers, not just an audience. | T2 |
| Total Views | 150K – 800K / mo | Distribution reach. Context matters — views without saves or profile visits tell a different story. | T2 |
| Profile Visits | 1,500 – 10,000 / mo | Mid-funnel intent signal. Someone visiting the profile is actively considering the brand. | T2 |
| Link Taps | 350 – 3,000 / mo | Direct measure of organic traffic handed off to the website, product pages, or Skin Quiz. | T2 |
Targets are built on three inputs — not guesswork
1. Industry benchmark research — calibrated against real data from service-based and e-comm skincare accounts, not generic averages.
2. Instagram algorithm priority signals — Tier 1 metrics (saves, shares, retention) reflect what Instagram demonstrably rewards with distribution.
3. Semi-aggressive calibration by design — a benchmark you hit effortlessly every month tells you nothing. On Track means genuinely building momentum.
Full methodology: tools.scrollmedia.co/performance-targets.html
2. Instagram algorithm priority signals — Tier 1 metrics (saves, shares, retention) reflect what Instagram demonstrably rewards with distribution.
3. Semi-aggressive calibration by design — a benchmark you hit effortlessly every month tells you nothing. On Track means genuinely building momentum.
Full methodology: tools.scrollmedia.co/performance-targets.html
03
Strategic direction and how the channels fit
What Scroll Media is building — and where organic sits in the broader system
Goal 01
Build skincare authority
Education-first content that positions Sylvia as the go-to expert for perimenopause and hormonal skin
Goal 02
Drive product discovery
Introduce the product line with context — ingredient education, real results, Sylvia's story as proof
Goal 03
Build the community
Normalize perimenopause conversations. Create a space where women feel seen and supported
Organic Social
Trust, authority, audience building. Makes every other channel more effective.
Scroll Media scope
Website & E-Comm
The destination organic traffic lands on. Product page and quiz quality determine whether warm traffic converts.
CMO scope
Paid Ads
The direct conversion layer. Purpose-built content — not repurposed organic. Different job, different format, different CTA.
CMO scope
On running organic content as paid ads
Organic is built to earn algorithmic reach and trust over time. Paid needs to close on first contact — transactional, direct, single CTA. Running organic as paid dilutes both strategies. Scroll Media can create paid-specific formats as an add-on deliverable.
04
Q2 proposal — Monthly Product Focus System
A focused campaign loop tying organic content directly to product revenue
3 hero products per month. Everything ladders to them.
Instead of general content, we align on 3 featured products each month. All organic posts, CTAs, Stories, and lead magnets rotate around those products. Every viewer touchpoint reinforces the same products — building familiarity, intent, and purchase confidence MoM.
📚
Educate
Reels + Carousels
🔗
CTA
Product page
🎁
Lead Magnet
ManyChat DM
📧
Email Capture
Opt-in gate
💰
Nurture → Buy
Email sequence
CTA & bio optimization
Bio link should not go to the homepage. Rotate monthly to the featured Shopify PDP or a focused landing page. One product, one CTA, one clear action for the viewer.
Lead magnet + ManyChat loop
Monthly lead magnet tied to the product focus — a checklist or guide. Gate it with email opt-in. ManyChat trigger: "Comment GLOW → DM guide." Feeds the email list. Builds on the Skin Quiz system already in place.
05
Platform update — announced this week
Native product tagging inside Instagram Reels
New · April 2026
Native affiliate product tagging in Reels
Viewers tap a product tag mid-Reel and land directly on the purchase page — no bio redirect, no extra steps. TikTok Shop on Instagram, with a more professional creator base behind it. For an e-commerce skincare brand built on education-to-conversion content, this is exactly the feature the strategy has been building toward.
30
Products per Reel
1-tap
Viewer to purchase page
0%
Meta commission cut
How it's different from old Instagram Shopping
Old: Brand tags its own posts → viewer lands on an in-app product page → clunky, minimal conversions. This is what we've tested before with limited results.
New: Product tag lives inside the Reel. Viewer taps while watching → directly to the Shopify purchase page. The content and purchase moment are one.
New: Product tag lives inside the Reel. Viewer taps while watching → directly to the Shopify purchase page. The content and purchase moment are one.
Why it's directly relevant to SBB
SBB's content — perimenopause education Reels, Sylvia's founder POV, before/after transformations — is exactly what this feature is built for. The Monthly Product Focus System becomes significantly more powerful when the featured product is tagged directly inside every education Reel.
⚠️
Prerequisite — CMO action item: SBB's products need to be in Meta's commerce catalog (Shopify ↔ Meta integration) before this can be used. Not Scroll Media scope — but it needs to be on the Q2 roadmap now. Feature rolling out through spring 2026.
06
Scope clarity
Clean lanes prevent overlap and missed execution
DeliverableOwner
Organic content strategy, scripting, editing, and publishing
Scroll Media
Monthly performance reporting and strategy adjustments
Scroll Media
Monthly product focus alignment and content calendar
Scroll Media
Landing pages — product-specific and lead magnet builds
Add-on
Paid-specific content creation (purpose-built for conversion)
Add-on
ManyChat DM automation setup and lead magnet delivery
Add-on
Paid ads strategy and campaign management
CMO / External
Website and e-commerce experience
CMO / External
Meta commerce catalog setup (Shopify integration)
CMO / External
Email marketing and nurture sequences
CMO / External
Green = Scroll Media scope · Blue = available add-on · Gray = outside engagement
07
What we leave this meeting with
Five decisions needed to execute Q2 with alignment
1
Share the Q2 product and campaign roadmap
What products are being prioritized? Any launches or promotions planned? What does success look like at end of June? Scroll Media needs this to build content calendars against real business objectives.
CMO action item
2
Confirm the first 3 hero products — April / May
Identify the initial product set to anchor the Monthly Product Focus System. Scroll Media will build April's content calendar and CTA strategy around them.
Both teams
3
Establish a monthly pre-calendar sync
A 20–30 minute call before each month's calendar is finalized. CMO shares product priorities and campaign plans. Scroll Media aligns content accordingly. Eliminates surprise misalignment before it reaches client calls.
Scroll Media to initiate
4
Initiate Meta commerce catalog setup
Required for Instagram Reels affiliate tagging. SBB's Shopify products need to be connected to Meta's commerce catalog. A high-value Q2 unlock — needs to be on the roadmap now.
CMO action item
5
Scope add-ons (if applicable)
Landing pages, lead magnets, ManyChat setup, and paid-specific content are all available as separate deliverables. High-leverage additions that directly accelerate the e-commerce transition.
Both teams