HCFM Social Media WeeklyFor the Social Media team, Victoria and Allison
Reporting week July 20 to 26, 2026 · data complete through July 26, 2026
Family Rosary · on trackCatholicMom · on trackHCFM · on trackFather Peyton · watch
Net new followers
+15,696
▼ from +22,017 last week
all 8 accounts, Facebook + Instagram, this week
Engagement earned
2,628
▼ -121,131 vs last week (123,759)
EngagementSomeone responded: a like, comment, share, or click. It counts responses, not people reached.: reactions, comments, shares and likes, all 8 accounts, this week
Posts published
51
3 of 8 accounts posted
all 8 accounts, Facebook + Instagram, this week
Reels published
0
drove 0% of this week's engagement
reels across all 8 accounts, this week
Total audience
1.42M
Facebook + Instagram
total followers across all 8 accounts, the families we steward
You gained a net +15,696 followers this week, up from +22,017 the week before. This report skips reach on purpose and stays on what you can act on: growth, engagement, format, and cadence. Here is the whole portfolio, what worked, and exactly what to do next.
Section 1 · Which platform carries each ministryFacebook versus Instagram, so you can see where each ministry actually lives and where to put effort.
Read it. HCFM is split roughly evenly; the rest run on Facebook. Father Peyton earned nothing on Instagram over the eight weeks, a channel sitting idle. Facebook is blue, Instagram magenta.
And how each moved, week by week (each panel on its own scale; a zero week sits on the floor, not a fake 1):
Section 2 · The portfolio scorecardEvery account, sorted by engagement this week. Counts are posts each account authored itself; see the note below on collaboration posts.
| Account | Platform | Followers | Net new | Authored | Engagement | Per post | Eng rateThis week's engagement as a share of the account's audience, so a 3,000-follower account and a 1.3M one are comparable. Per follower always; per reach too on Instagram. | Status |
|---|
| Family Rosary | Facebook | 1.31M | +15,642 | 22 | 2,575 | 117 | 0.20% | below normal |
| CatholicMom | Facebook | 33,318 | +11 | 27 | 44 | 2 | 0.13% | healthy |
| Father Peyton | Facebook | 3,559 | +2 | 2 | 9 | 4 | 0.25% | below normal |
| HCFM | Facebook | 28,422 | -4 | 0 | 0 | 0 | 0.00% | none authored |
| Family Rosary | Instagram | 30,315 | +15 | 0 | 0 | 0 | 0.00%
0% of reach | below normal |
| CatholicMom | Instagram | 14,147 | +25 | 0 | 0 | 0 | 0.00%
0% of reach | none authored |
| HCFM | Instagram | 446 | +4 | 0 | 0 | 0 | 0.00%
0% of reach | none authored |
| Father Peyton | Instagram | 1,238 | +1 | 0 | 0 | 0 | 0.00%
0% of reach | none authored |
Authored posts only, and engagement rate is the comparable metric. Raw engagement always favors the biggest account; the rate (engagement as a share of the audience) is how you tell which account is actually punching above its size this week.
healthy authored this week, engaging at or above half its 8-week averagebelow normal active but under half that averagenone authored nothing in over 14 days, often collaborating instead
Why an account can read “none authored.” HCFM runs cross-ministry collaboration posts, where one account co-publishes a single post to several accounts at once. Instagram credits that post, and all of its engagement, to the author, usually Family Rosary, and shows the collaborators as having authored nothing. So an account can read none authored while its followers still saw and engaged with collaborative content that week. We cannot split a collaboration post's engagement per account; that is a Meta limitation, not a gap in the account.
Family Rosary is authoring the most on both platforms, and because it authors the cross-ministry collaboration posts, its engagement also carries the audiences of the accounts it collaborates with. HCFM Facebook, CatholicMom Instagram, HCFM Instagram, Father Peyton Instagram authored nothing directly in over two weeks; this often means the account is collaborating on Family Rosary posts rather than posting on its own, so treat it as a prompt to check, not a dead account. Family Rosary Facebook, Father Peyton Facebook, Family Rosary Instagram posted but sat below its own normal. Follower totals are the current counts from Meta for every account, Facebook and Instagram.
Needs attention this week. Family Rosary on Facebook engaged below half its own normal this week; Father Peyton on Facebook engaged below half its own normal this week; HCFM on Facebook has authored nothing in over two weeks; HCFM on Facebook lost 4 followers; Family Rosary on Instagram engaged below half its own normal this week; CatholicMom on Instagram has authored nothing in over two weeks. Pick the two that matter most and give them a post or a round of replies, a steady cadence is what keeps an account from going quiet and losing the audience we already built.
Section 3 · Audience growth, day by dayNet new Facebook followers each day this week, one panel per ministry, each on its own scale. Days that lost more followers than they gained plot in red.
Is +15,696 real? Yes, checked two ways. Family Rosary's running follower total rose +15,642 from the Saturday before to the Saturday of this week, and its daily follow-minus-unfollow events sum to +15,003; the two agree within one percent, which is Meta's own metric rounding. The chart shows the cause plainly: daily follows peaked on Fri 24, when a strong post spread. A genuine surge, not a data artifact.
Almost all of it is Family Rosary Facebook. The other pages moved by single digits and Instagram added +45. One strong reel compounding into +15,696 followers is the pattern to chase: fewer, better pieces tied to live mission moments.
Section 4 · Content performanceWhat earned attention, and which format earned it.
Reels did the work: 0 reels earned 0% of the week's engagement, averaging 0 per reel against 52 for the 51 link posts.
How they engaged, by type. On Facebook this week: 1,427 reactions, 1,119 comments, and 82 shares. Shares are the signal that matters most: 3% of Facebook engagement was someone putting our content in front of their own network, free reach we did not pay for. On Instagram this week: 0 likes and 0 comments. Instagram saves and shares now flow from the weekly media pull (week of July 13 to 19, 2026 (not the reporting week)): 32 saves and 38 shares. A save is the strongest intent signal on the platform, someone bookmarking a prayer or reflection to return to; a share is reach we did not pay for. Watch these two more than likes.
Did they actually watch it? Reel completionViews tell you who pressed play. Completion, average watch time divided by reel length, tells you who stayed. Eleven seconds of a sixty-second reel is a miss; eleven of twenty-three is a win.
The depth metric to add next: watch time against reel length. Likes and comments tell us a reel traveled; they do not tell us whether people actually watched it. The honest read of a reel is average watch time as a share of its full length, the same way YouTube reports average view percentage. We do not capture that for reels yet. It is a per-post Meta insights pull (ig_reels_avg_watch_time and the media duration on Instagram, post_video_avg_time_watched on Facebook), which the token already allows and which is this week's data task. For scale, on YouTube, where we do capture it, viewers watch about 71 percent of a full video on average; that completion view is exactly what we will bring to reels once the pull is in.
Section 5 · The full circle: what turned into sign-upsWhere reach becomes a named person and a mission action, from HubSpot.
Arrived
35,028
sessions on the websites (GA4)
→
Engaged
14,100
40% stayed to read (GA4)
→
Became known
132
named people, submitted a form (HubSpot)
Where the 132 came from, first touch (gold = social)
Organic search92
Direct26
Referral6
Offline4
Organic social2
Paid social1
Paid search1
What they signed up for or downloaded, top CTAs
Download · CM | Sunday Mass Activities Resources88
Sign-up · CM | Daily Gospel Subscription51
Sign-up · FR | Interactive Prayer Form - Send me news 21
Sign-up · CM | Daily Digest (Articles Email Subscripti9
Registration · MOFP | Summer Catholic Festival (Event)8
Sign-up · FTP | Subscribe to Blog 2018 Notifications 64
The full circle, this week. Social reached 2,628 engagements this week. 35,028 sessions arrived on the websites and 14,100 engaged; 132 became named people by submitting a form. Of those, 3 came from social first, the rest from search, direct and referral. Every named person is traceable to the exact form they filled and the channel that first brought them. The one thing not yet visible is the individual button clicks and the campaign on each link; that needs UTM tags on our links and a GA4 event pull, which is the next step to close the last gap.
| Mission action | This week | Last week | Change |
|---|
| Event registrations | 9 | 3 | +200% |
| Newsletter sign-ups | 96 | 114 | -16% |
| Resource downloads | 88 | 93 | -5% |
| Prayer intentions | 1 | 1 | +0% |
Social's bridge to people. Of 132 new known contacts this week, social first brought 3 (2%). This is the honest link from a post to a person: when someone submits a form after arriving from social, HubSpot credits social as the first touch. Top converter. CM | Sunday Mass Activities Resources drove 88 of this week's resource downloads.
Source of truth for people and conversions: HubSpot, counted from the daily archive we keep because HubSpot retains only 30 days. Counts only, no personal data stored. To trace a specific post to a sign-up, the link needs a UTM tag; that is the discipline that turns this from a channel-level view into a post-level one.
Section 6 · Best times to postThe day-and-hour windows where each account earns the most engagement, from as much of its own history as it needs for a reliable read.
| Account | Platform | Best posting windows (US Eastern) | Based on |
|---|
| Family Rosary | Facebook | Fri 3pm, Fri 11am, Wed 11am | last 28 days, 97 posts |
| Family Rosary | Instagram | Fri 11am, Mon 11am, Wed 7am | last 90 days, 47 posts |
| CatholicMom | Facebook | Tue 6am, Thu 7pm, Tue 7pm | last 28 days, 104 posts |
| CatholicMom | Instagram | Tue 8pm, Thu 8pm, Sun 8am | last year, 117 posts |
| HCFM | Facebook | Mon 4pm, Fri 5pm, Tue 12pm | last 2 years, 120 posts |
| HCFM | Instagram | Mon 1pm, Tue 11am, Mon 4pm | last 2 years, 84 posts |
| Father Peyton | Facebook | Mon 1pm, Mon 2pm, Wed 10am | last 180 days, 81 posts |
| Father Peyton | Instagram | Tue 8pm, Thu 8pm, Wed 8pm | last year, 76 posts |
Windows are the day-and-hour slots where our posts earned the most engagement per post, so one viral post cannot skew them. Each account reaches back only as far as it needs for a real sample, shown in "Based on," so a page that posts weekly is judged on years, not a thin recent slice. This is our own owned signal (Meta exposes no best-time metric via API); cross-check against Instagram's in-app "Most Active Times" when you can. Ask me to draw the full day-by-hour heatmap for any one account to explore it.
Section 7 · Your playbook for this week
1Schedule Family Rosary on Facebook's important posts around Fri 3pm.
That is when its audience has been most active over last 28 days; the full map, per account and the window each uses, is in the best-times section below.
2Wake up the quiet accounts: Family Rosary Facebook, Father Peyton Facebook, HCFM Facebook.
They posted little or sat below their own normal this week. A steady cadence keeps them from going dark and losing the audience we already built.
3Welcome the new followers before they drift.
You added +15,696 this week. Pin a short 'pray with us' welcome and reply to new comments by name, so a spike becomes a following instead of a bump.