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Glossier

Content report

@glossiersample · data partner · todaylabeled 88/98 posts · 10 unclassified · reconstructed from post timestamps

Their biggest bet doesn't pay off: Text-on-screen claim runs 19% of output at 0.97x median views, while Authority open does 2.05x on just 6%.

followers
650K
90-day growth
+70.6%
cadence
5.8 posts/wk
engagement
6.0%
posts · 118d window
98

Hook lift · vs their own median views

bar length = lift · thickness = share of output
1.0×2.2×
lift · share
  • Text-on-screen claim
    0.97× · 19%
  • Direct address
    1.19× · 14%
  • Pattern interrupt
    0.77× · 10%
  • Narrative cold-open
    1.08× · 10%
  • Result-first reveal
    0.71× · 8%
  • Social proof open
    1.19× · 7%
  • Authority open
    2.05× · 6%
  • Trend/audio lead
    0.87× · 6%
  • Demonstration open
    0.72× · 5%
  • Problem cold-open
    1.18× · 3%

Label mix · 90 days · % of posts

  • Authority open
  • Demonstration open
  • Direct address
  • Narrative cold-open
  • Pattern interrupt

Authority open: from 0 to 0 (min 0, max 9.090909090909092); Demonstration open: from 4.545454545454546 to 0 (min 0, max 33.33333333333333); Direct address: from 9.090909090909092 to 0 (min 0, max 13.043478260869565); Narrative cold-open: from 9.090909090909092 to 0 (min 0, max 31.25); Pattern interrupt: from 13.636363636363635 to 0 (min 0, max 13.636363636363635)

posts in trailing 28d windowmax 26

reconstructed from post timestamps · deleted posts are invisible

Posts · by lift, not views

Hooks that outperform in Beauty that @glossier rarely uses:

  • Problem cold-open1.6× category median · 3% of their output

category evidence: 1 labeled peer · per-brand-normalized lift, so follower counts cannot confound it