A quick note on how to read these results: not every post is designed to convert into a sale, and that's intentional.

Social media works in stages. Top-of-funnel content builds brand awareness and finds new customers, while Middle-of-funnel content earns trust over time. These kinds of content do the critical, necessary job of moving customers down the funnel… it just doesn't always show up as a direct conversion. Bottom of funnel content is designed to prompt action, and this is where you'll see metrics tied more closely to sales, like website visits and leads.

Every campaign we run has a specific role in that journey. The results here reflect that strategy.