{
  "growth_month": "2026-05",
  "prior_snapshot": "2026-05-01",
  "current_snapshot": "2026-06-01",
  "generated_at": "2026-06-08T15:52:10.093984",
  "callouts": [
    {
      "slot": "Engagement scoreboard (the metric that matters)",
      "headline": "RBD vs AGF \u2014 wins: FB +44%, YT +84% \u00b7 losses: IG -50%",
      "rows": [
        {
          "brand": "Art Gallery Fabrics",
          "fb_er_pct": 0.05,
          "fb_med_eng": 53.0,
          "fb_followers": 105541.0,
          "fb_n": 10.0,
          "ig_er_pct": 0.149,
          "ig_med_eng": 353.0,
          "ig_followers": 237000.0,
          "ig_n": 30.0,
          "yt_er_pct": 2.77,
          "yt_med_views": 2548.0,
          "yt_videos_in_window": 20.0,
          "yt_views_per_sub_pct": 3.81
        },
        {
          "brand": "Moda Fabrics",
          "fb_er_pct": 0.062,
          "fb_med_eng": 95.0,
          "fb_followers": 152740.0,
          "fb_n": 10.0,
          "ig_er_pct": 0.124,
          "ig_med_eng": 344.0,
          "ig_followers": 277000.0,
          "ig_n": 30.0,
          "yt_er_pct": 8.73,
          "yt_med_views": 1341.0,
          "yt_videos_in_window": 20.0,
          "yt_views_per_sub_pct": 3.05
        },
        {
          "brand": "FreeSpirit Fabrics",
          "fb_er_pct": 0.056,
          "fb_med_eng": 56.0,
          "fb_followers": 100989.0,
          "fb_n": 10.0,
          "ig_er_pct": 0.119,
          "ig_med_eng": 126.0,
          "ig_followers": 106000.0,
          "ig_n": 29.0,
          "yt_er_pct": null,
          "yt_med_views": null,
          "yt_videos_in_window": null,
          "yt_views_per_sub_pct": null
        },
        {
          "brand": "Riley Blake Designs",
          "fb_er_pct": 0.072,
          "fb_med_eng": 127.0,
          "fb_followers": 177404.0,
          "fb_n": 10.0,
          "ig_er_pct": 0.074,
          "ig_med_eng": 171.0,
          "ig_followers": 232000.0,
          "ig_n": 30.0,
          "yt_er_pct": 5.1,
          "yt_med_views": 3216.0,
          "yt_videos_in_window": 20.0,
          "yt_views_per_sub_pct": 1.76
        },
        {
          "brand": "Robert Kaufman",
          "fb_er_pct": 0.089,
          "fb_med_eng": 59.0,
          "fb_followers": 66671.0,
          "fb_n": 10.0,
          "ig_er_pct": 0.069,
          "ig_med_eng": 71.0,
          "ig_followers": 104000.0,
          "ig_n": 30.0,
          "yt_er_pct": null,
          "yt_med_views": null,
          "yt_videos_in_window": null,
          "yt_views_per_sub_pct": null
        },
        {
          "brand": "Wilmington Prints",
          "fb_er_pct": 0.257,
          "fb_med_eng": 2.0,
          "fb_followers": 778.0,
          "fb_n": 10.0,
          "ig_er_pct": null,
          "ig_med_eng": null,
          "ig_followers": null,
          "ig_n": null,
          "yt_er_pct": null,
          "yt_med_views": null,
          "yt_videos_in_window": null,
          "yt_views_per_sub_pct": null
        },
        {
          "brand": "Andover Fabrics",
          "fb_er_pct": 0.067,
          "fb_med_eng": 27.0,
          "fb_followers": 40329.0,
          "fb_n": 10.0,
          "ig_er_pct": null,
          "ig_med_eng": null,
          "ig_followers": null,
          "ig_n": null,
          "yt_er_pct": null,
          "yt_med_views": null,
          "yt_videos_in_window": null,
          "yt_views_per_sub_pct": null
        },
        {
          "brand": "Michael Miller Fabrics",
          "fb_er_pct": 0.018,
          "fb_med_eng": 8.0,
          "fb_followers": 45207.0,
          "fb_n": 10.0,
          "ig_er_pct": null,
          "ig_med_eng": null,
          "ig_followers": null,
          "ig_n": null,
          "yt_er_pct": null,
          "yt_med_views": null,
          "yt_videos_in_window": null,
          "yt_views_per_sub_pct": null
        },
        {
          "brand": "RJR Fabrics",
          "fb_er_pct": 0.017,
          "fb_med_eng": 11.0,
          "fb_followers": 63804.0,
          "fb_n": 10.0,
          "ig_er_pct": null,
          "ig_med_eng": null,
          "ig_followers": null,
          "ig_n": null,
          "yt_er_pct": null,
          "yt_med_views": null,
          "yt_videos_in_window": null,
          "yt_views_per_sub_pct": null
        },
        {
          "brand": "Benartex",
          "fb_er_pct": null,
          "fb_med_eng": 21.0,
          "fb_followers": null,
          "fb_n": 10.0,
          "ig_er_pct": null,
          "ig_med_eng": null,
          "ig_followers": null,
          "ig_n": null,
          "yt_er_pct": 12.2,
          "yt_med_views": 176.0,
          "yt_videos_in_window": 9.0,
          "yt_views_per_sub_pct": 6.98
        },
        {
          "brand": "Maywood Studio",
          "fb_er_pct": null,
          "fb_med_eng": 5.0,
          "fb_followers": null,
          "fb_n": 10.0,
          "ig_er_pct": null,
          "ig_med_eng": null,
          "ig_followers": null,
          "ig_n": null,
          "yt_er_pct": null,
          "yt_med_views": null,
          "yt_videos_in_window": null,
          "yt_views_per_sub_pct": null
        },
        {
          "brand": "Northcott",
          "fb_er_pct": null,
          "fb_med_eng": 33.0,
          "fb_followers": null,
          "fb_n": 9.0,
          "ig_er_pct": null,
          "ig_med_eng": null,
          "ig_followers": null,
          "ig_n": null,
          "yt_er_pct": null,
          "yt_med_views": null,
          "yt_videos_in_window": null,
          "yt_views_per_sub_pct": null
        }
      ],
      "rbd": {
        "brand": "Riley Blake Designs",
        "fb_er_pct": 0.072,
        "fb_med_eng": 127.0,
        "fb_followers": 177404.0,
        "fb_n": 10.0,
        "ig_er_pct": 0.074,
        "ig_med_eng": 171.0,
        "ig_followers": 232000.0,
        "ig_n": 30.0,
        "yt_er_pct": 5.1,
        "yt_med_views": 3216.0,
        "yt_videos_in_window": 20.0,
        "yt_views_per_sub_pct": 1.76
      },
      "agf": {
        "brand": "Art Gallery Fabrics",
        "fb_er_pct": 0.05,
        "fb_med_eng": 53.0,
        "fb_followers": 105541.0,
        "fb_n": 10.0,
        "ig_er_pct": 0.149,
        "ig_med_eng": 353.0,
        "ig_followers": 237000.0,
        "ig_n": 30.0,
        "yt_er_pct": 2.77,
        "yt_med_views": 2548.0,
        "yt_videos_in_window": 20.0,
        "yt_views_per_sub_pct": 3.81
      },
      "moda": {
        "brand": "Moda Fabrics",
        "fb_er_pct": 0.062,
        "fb_med_eng": 95.0,
        "fb_followers": 152740.0,
        "fb_n": 10.0,
        "ig_er_pct": 0.124,
        "ig_med_eng": 344.0,
        "ig_followers": 277000.0,
        "ig_n": 30.0,
        "yt_er_pct": 8.73,
        "yt_med_views": 1341.0,
        "yt_videos_in_window": 20.0,
        "yt_views_per_sub_pct": 3.05
      }
    },
    {
      "slot": "Audience totals by platform (gross numbers + MoM \u0394)",
      "headline": "Followers as of 2026-05 end-of-month snapshot",
      "rows": [
        {
          "brand": "Moda Fabrics",
          "three_mo_total_delta": 1194,
          "ig_current": 277000,
          "ig_delta": -2000,
          "fb_current": 152740,
          "fb_delta": 575,
          "pinterest_current": 63407,
          "pinterest_delta": -1,
          "yt_current": 43900,
          "yt_delta": 500
        },
        {
          "brand": "Art Gallery Fabrics",
          "three_mo_total_delta": 2181,
          "ig_current": 237000,
          "ig_delta": 0,
          "fb_current": 105541,
          "fb_delta": 2337,
          "pinterest_current": 63422,
          "pinterest_delta": 75,
          "yt_current": 66900,
          "yt_delta": 500
        },
        {
          "brand": "Riley Blake Designs",
          "three_mo_total_delta": 3036,
          "ig_current": 232000,
          "ig_delta": -1000,
          "fb_current": 177404,
          "fb_delta": 560,
          "pinterest_current": 127103,
          "pinterest_delta": 17,
          "yt_current": 183000,
          "yt_delta": 0
        },
        {
          "brand": "FreeSpirit Fabrics",
          "three_mo_total_delta": 218,
          "ig_current": 106000,
          "ig_delta": 0,
          "fb_current": 100989,
          "fb_delta": 876,
          "pinterest_current": 3512,
          "pinterest_delta": 3,
          "yt_current": 15500,
          "yt_delta": 100
        },
        {
          "brand": "Robert Kaufman",
          "three_mo_total_delta": -10,
          "ig_current": 104000,
          "ig_delta": -2000,
          "fb_current": 66671,
          "fb_delta": -14,
          "pinterest_current": 45949,
          "pinterest_delta": 1,
          "yt_current": null,
          "yt_delta": null
        },
        {
          "brand": "Michael Miller Fabrics",
          "three_mo_total_delta": null,
          "ig_current": 62000,
          "ig_delta": 0,
          "fb_current": 45207,
          "fb_delta": -26,
          "pinterest_current": 6601,
          "pinterest_delta": 1,
          "yt_current": null,
          "yt_delta": null
        },
        {
          "brand": "Andover Fabrics",
          "three_mo_total_delta": 4,
          "ig_current": 56000,
          "ig_delta": 0,
          "fb_current": 40329,
          "fb_delta": 152,
          "pinterest_current": 5575,
          "pinterest_delta": 1,
          "yt_current": 2060,
          "yt_delta": 0
        },
        {
          "brand": "RJR Fabrics",
          "three_mo_total_delta": 2,
          "ig_current": 45000,
          "ig_delta": -1000,
          "fb_current": 63804,
          "fb_delta": -41,
          "pinterest_current": 5729,
          "pinterest_delta": 1,
          "yt_current": null,
          "yt_delta": null
        },
        {
          "brand": "Wilmington Prints",
          "three_mo_total_delta": 2,
          "ig_current": 35000,
          "ig_delta": 0,
          "fb_current": 778,
          "fb_delta": 6,
          "pinterest_current": 264,
          "pinterest_delta": 0,
          "yt_current": 547,
          "yt_delta": 1
        },
        {
          "brand": "Benartex",
          "three_mo_total_delta": 62,
          "ig_current": 33000,
          "ig_delta": 0,
          "fb_current": null,
          "fb_delta": null,
          "pinterest_current": 4351,
          "pinterest_delta": 1,
          "yt_current": 2520,
          "yt_delta": 20
        },
        {
          "brand": "Northcott",
          "three_mo_total_delta": 20,
          "ig_current": 17000,
          "ig_delta": 0,
          "fb_current": null,
          "fb_delta": null,
          "pinterest_current": null,
          "pinterest_delta": null,
          "yt_current": 5510,
          "yt_delta": 10
        },
        {
          "brand": "Maywood Studio",
          "three_mo_total_delta": 21,
          "ig_current": 12000,
          "ig_delta": 0,
          "fb_current": null,
          "fb_delta": null,
          "pinterest_current": 577,
          "pinterest_delta": 1,
          "yt_current": 940,
          "yt_delta": 3
        }
      ],
      "platforms": [
        [
          "ig",
          "Instagram"
        ],
        [
          "fb",
          "Facebook"
        ],
        [
          "pinterest",
          "Pinterest"
        ],
        [
          "yt",
          "YouTube"
        ]
      ]
    },
    {
      "slot": "IG Goal (276K \u2014 beat Moda)",
      "headline": "Moda 277,000 \u00b7 MoM -0.7% \u00b7 Gap to beat: 45,000 \u00b7 closing (-1,000) \u00b7 3+ years at current rate",
      "rbd_current": 232000,
      "rbd_mom": -0.4291845493562232,
      "moda_current": 277000,
      "moda_mom": -0.7168458781362007,
      "gap_current": 45000,
      "gap_change": -1000,
      "trend": "closing (-1,000)",
      "projection": "3+ years at current rate"
    },
    {
      "slot": "YouTube Subscribers (Goal: 200K)",
      "headline": "RBD 183,000 subs \u00b7 116,100 lead over #2 Art Gallery Fabrics (66,900) \u00b7 RBD 11/30d uploads \u00b7 Moda 9/30d \u00b7 Art 6/30d \u00b7 FreeSpirit 1/30d \u00b7 top 2026-05 video: \"Jane Austen 250th Anniversary Block of the Month - Piecing P\" (5,239 views)",
      "rbd_current": 183000,
      "rbd_mom": 0.0,
      "closest_competitor": "Art Gallery Fabrics",
      "closest_competitor_subs": 66900,
      "rbd_lead": 116100,
      "rbd_cadence_30d": "11",
      "competitor_cadences": [
        "Moda 9/30d",
        "Art 6/30d",
        "FreeSpirit 1/30d"
      ],
      "top_rbd_video": {
        "title": "Jane Austen 250th Anniversary Block of the Month - Piecing Part 1",
        "views": 5239
      }
    },
    {
      "slot": "Facebook (#1 in industry)",
      "headline": "#1 confirmed at 177,404 (+560 MoM) \u00b7 #2 Moda Fabrics 152,740 (+575) \u00b7 lead +24,664 \u00b7 gap -15 this month",
      "rbd_rank": 1,
      "rbd_current": 177404,
      "rbd_mom": 560,
      "runner_up_brand": "Moda Fabrics",
      "runner_up_current": 152740,
      "runner_up_mom": 575,
      "lead": 24664
    },
    {
      "slot": "Pinterest (RBD's dominant platform)",
      "headline": "RBD 127,103 (+17 MoM) \u00b7 #2 Art Gallery Fabrics 63,422 (+75) \u00b7 lead +63,681 \u00b7 RBD is 2.0\u00d7 #2",
      "rbd_current": 127103,
      "rbd_delta": 17,
      "runner_up_brand": "Art Gallery Fabrics",
      "runner_up_current": 63422,
      "lead": 63681,
      "lead_multiple": 2.0040837564252154
    },
    {
      "slot": "Notable Competitor Movements",
      "headline": "Art Gallery Fabrics Facebook \u2191 +2,337 (+2.3%) \u2192 105,541 \u00b7 RJR Fabrics Instagram \u2193 -1,000 (-2.2%) \u2192 45,000 \u00b7 Robert Kaufman Instagram \u2193 -2,000 (-1.9%) \u2192 104,000",
      "top_movers": [
        {
          "brand": "Art Gallery Fabrics",
          "platform": "fb",
          "delta": 2337,
          "pct_change": 2.264447114452928,
          "current": 105541
        },
        {
          "brand": "RJR Fabrics",
          "platform": "ig",
          "delta": -1000,
          "pct_change": -2.1739130434782608,
          "current": 45000
        },
        {
          "brand": "Robert Kaufman",
          "platform": "ig",
          "delta": -2000,
          "pct_change": -1.8867924528301887,
          "current": 104000
        }
      ]
    }
  ]
}