Judging a campaign by its best post is like judging a week by its best afternoon. The post that did well tells you about that post; the question you had was about the work.
Set the window before you start
Decide the dates and the question in advance, in one sentence: from the first teaser to a week after the launch, did more people follow, save and share than in a comparable ordinary period? Deciding afterwards means picking the window that flatters the result, and everybody does it without noticing.
What to compare against
- The same length of time immediately before it — your own normal, not an industry average
- The same campaign last time, if there was one
- Nothing else. Comparing to another account compares audience sizes, not work
What to count
Totals across the window, not the peak: reach, new follows, saves, shares, and whatever the actual goal was — tickets, signups, messages. A single viral post inside a campaign that otherwise did nothing is a fact about one post, and the totals will show that honestly.
Count the posts that failed too. A campaign of nine posts where two carried everything is a different lesson from one where all nine did steady work — and only the second is something you can repeat on purpose.
The question at the end
Not “did it work” but “what would I do again”. Which format carried it, which day, which framing — those answers survive into the next campaign. A single number describing success does not.