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The unboxing reel reached 48.2K, 142% above its 8-week baseline1, while the colorway teaser reached 11.4K, 22% below baseline2. The gap is large and consistent across all 28 syncs.
What differs in the data: the reel opens on a spec (closure sound, no voiceover) and its reach was still rising after day 5. The teaser flattened at 48 hours3.
What the data doesn’t support
Two reels is not a trend, and only one of them is a spec-first opener. I can’t say “reels outperform” — the other reel (Behind the stitch line) sits 31% below baseline4. I’d test one more spec-first reel before changing the plan.
Suggested next step (a proposal — you decide): add one spec-first reel to this week’s schedule.
post_metrics · The 3-second unboxing
reach 48,210 · row #4821
post_metrics · Colorway teaser — dusk
reach 11,420 · row #3107
28 sync rows compared (6h cadence)
series slope after 48h
post_metrics · Behind the stitch line
−31% vs baseline · row #2994