113 posts. 62,405 impressions. An engagement rate roughly double the political benchmark. Here is what worked, state by state, and the play to run next.
The week of June 8 was the biggest of the quarter: 17 posts, 12.8K impressions, and 5 of the quarter's 13 new follows, capped by the 1 Million Doors announcement on June 13, the single biggest post of the cycle at 3,919 impressions. Field milestones are the content engine. The five days around the announcement generated 20% of the entire quarter's reach.
5 posts, 5,610 impressions. The doors announcement alone out-performed the median post by 10x.
Weekly post count vs total weekly reach correlates at 0.72. More shots on goal means more total eyeballs, every week.
The top 10% of posts drove 36% of all impressions. Breakouts happen when there is a real moment to announce.
Grassroots proof beats talking points. Photo recaps from events earned a 10.4% engagement rate and 10 reposts per 1,000 impressions, the strongest amplification of any format. Generic candidate and issue messaging, 71 of 113 posts, had the lowest reach and engagement of any bucket.
Only 2 photo recap posts all quarter, and they were the #1 format. The single biggest untapped opportunity for state teams.
The Hinson primary win congrats hit a quarter-best 19.1% engagement rate. Endorsements and congrats posts also drove the most profile visits per impression.
Posts with ALL CAPS moments ran 8.4% vs 6.7% without. The 🚨 siren posts ran 8.2% vs 6.8%. Urgency works.
Michigan and New Hampshire lead on raw reach, Iowa leads on efficiency. Montana is the flag: 4.5% engagement vs 6 to 7.5% everywhere else, worth a content refresh.
| Race | Posts | Impressions | Avg Eng. Rate | Reposts | Profile Visits |
|---|---|---|---|---|---|
| Sununu · NH | 18 | 10,908 | 7.1% | 27 | 61 |
| Rogers · MI | 20 | 10,825 | 7.3% | 73 | 59 |
| Hinson · IA | 10 | 7,722 | 7.5% | 27 | 41 |
| Husted · OH | 9 | 7,371 | 6.9% | 43 | 45 |
| Whatley · NC | 8 | 3,816 | 6.7% | 17 | 21 |
| Alme · MT | 8 | 3,631 | 4.5% | 9 | 28 |
| Sullivan · AK | 5 | 2,438 | 6.1% | 8 | 24 |
36% of all engagement is detail expands, people stopping to read the whole post, and another 10% is profile visits. The audience is reading and checking the account out; the next job is converting that attention into follows and clicks.
What the numbers say is working, what's quietly wasting our reach, and the things we need from your field teams to keep this engine running. Every figure below is pulled from the last 12 weeks of the AFP Action account.
Every post from the quarter, bucketed by format and ranked by how hard it worked. Do more of the top. Stop the bottom.
| Format | Posts | Avg Reach | Eng. Rate | Verdict |
|---|---|---|---|---|
| Photo recaps | 5 | 524 | 10.3% | ⭐ Do more |
| Primary / win congrats | 6 | 577 | 7.5% | ⭐ Do more |
| Field / on-the-ground | 14 | 576 | 6.5% | ✅ Keep it up |
| Earned media | 8 | 589 | 5.4% | ✅ Keep it up |
| Milestone moments | 5 | 1,616 | 4.2% | ✅ Reach + follows |
| Endorsements | 5 | 818 | 4.5% | – Reach, low engage |
| Generic issue posts | 53 | 479 | 5.4% | ⚠️ Too many |
| Bare link / media-only | 11 | 192 | — | ❌ Stop |
The quarter's best-performing posts — one of each winning format. When in doubt, make more that look like these.
"Live Free or Die… out knocking doors" for Sununu — a team-in-the-field shot from New Hampshire.
"AFP Action congratulates Ashley Hinson" on her primary win — posted the moment it was called.
"Some awesome photos from the weekend" with Rogers & Husted — 132 engagements, the most of any post.
"ONE. MILLION. DOORS." The announcement anchored the biggest reach and follow week of the quarter.