SM Analytics — Choll Kim MD PhDSM Analytics
Objective
Reach more people.
Turn viewers into patients.
Proposed Strategy
Syncing...
Updated May 18, 2026Overview

            
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Total followers: 16,286  ·  as of May 18, 2026
Net new · past 7 days
+151
+515 new  /  −139 unfollowed
Net new · past 30 days
+977
~1,500 new  /  ~523 unfollowed

      Period comparison — Instagram
      ★ = full breakdown  ·  ◦ = net only
    
Period A
Period B

    For your own analysis in Claude...
    
  
Details
P1Comparison— every number needs relative context
9.5 net followers/day → 86.7 after 2x posting▾
Before 2x/day · Feb 11–Mar 18
Days35
Net followers333 followers
Net followers/day9.5/day
Gross new follows637 follows
Unfollows304 unfollows
Unfollow rate47.7%
Retention rate52.3%
Total views105K views
Views from ads26.8%
Best single day137 new followers
vs
After 2x/day · Mar 18–May 11
Days54
Net followers4,680 followers
Net followers/day86.7/day
Gross new follows5,288 follows
Unfollows608 unfollows
Unfollow rate11.5%
Retention rate88.5%
Total views1.1M+ views
Views from ads0% organic
Best single day542 new followers
⚠ Context required
2 viral days (Mar 26 + Apr 3) account for ~1,027 of the 4,680 after-period followers. Strip those and the daily baseline is ~67 new followers/day — still 7x better. Both posting frequency and content type changed simultaneously on Mar 18.
Monthly timeline — confirmed

        MonthFollowersNetGross followsUnfollowsRetention

        January~10,700baseline———
February~10,751+511338238.3%
March ← 2x posting starts Mar 18~12,660+1,9092,14523689.0%
April~15,158+2,4982,86736987.1%
May (1–17 confirmed)16,286+52373521271.2%

      May slowdown confirmed — retention dropped to 71.2%
May 1–17: 735 gross follows, 212 unfollows, 523 net (71.2% retention). Down significantly from April's 87.1%. Views are still strong (1M+ in 30 days) but fewer viewers are converting to followers. February's 38.3% retention reflects the pre-viral era with a smaller cold audience.
P2Volume vs Rate— reach and efficiency tell different stories
1.1M views · 0.13% convert · 8.3% engage▾
Volume
Gross follows · 90 days
5,925 follows
▾ how
Instagram Insights → Followers → Follows field, 90-day view. Captured May 11, 2025.
Rate
Conversion rate
0.13%
1 in 770 viewers became followers
▾ how
Calculated: 1,400 net followers ÷ 1,139,468 views. Captured May 11, 2025.
Volume
Views · May 11–17
181,203 views
97.4% non-followers
▾ how
Instagram Insights → Overview → All content → Views, last 7 days. Captured May 18, 2026.
Rate
Engagement rate
8.3%
▾ how
Calculated: 90,811 interactions ÷ 1,139,468 views × 100. Apr 12–May 11. Captured May 11, 2025.
Volume
Interactions · May 11–17
15,515
96.7% from Reels
▾ how
Instagram Insights → Overview → All content → Interactions, last 7 days. Reels 15,000, Stories 34, Posts 1. Captured May 18, 2026.
Rate
Retention · 90 days
84.6%
Industry avg 75–85%
▾ how
Calculated: 1 − (912 unfollows ÷ 5,925 gross follows) = 84.6%. Captured May 11, 2025.
Profile activity · confirmed data
7 days (May 11–17)
Volume
Profile visits
2,262
Critical
Bio link taps
16
0.71% of profile visits
Volume
Address taps
7
30 days (Apr 18–May 17)
Volume
Profile visits
13,306
Critical
Bio link taps
78
0.59% of profile visits
Volume
Address taps
40
Bio link tap rate is 0.59% over 30 days — worse than the 7-day rate
78 clicks from 13,306 profile visits over 30 days. Industry average is 3–5%. This is the single most urgent fix — rewriting the bio CTA could add 300–500 extra website visitors per month with zero extra content.
P3Correlation vs Causation— what actually drove the growth
2 videos = ~1,027 of 5,013 net followers▾
Mar 25–26
Education journey — UCLA, PhD, Harvard, UCSD, Mayo Clinic · "how many years in school"
3.3M views · 3,200 followers
Apr 2–3
Mom's 90th birthday · "my mom just turned 90 today"
126K views · 1,100 followers
Apr 2–3
Anesthesia appreciation · surgery risks · walking after surgery · Chollbi-Wan Kimobi
cluster · 485 followers
Worst day
AI doctor replacement post
-26 followers
Pattern confirmed
Every high-conversion video: personal professional story + curiosity or emotional hook + accessible to non-patients. The education video alone (3,200 followers) outperformed the entire pre-2x period (333 net in 35 days).
P4Patterns— single points mislead, patterns are more meaningful
Post-viral cooldown continuing in May▾
Volume
Before 2x · 35 days
+333 net followers
9.5 followers/day avg
Volume
Peak · Mar–Apr
+4,407 net followers
81.6 followers/day avg
Volume
Last 30 days
+1,400 net followers
46.7 followers/day avg
Trend alert — declining through May
Daily follower rate declining since April peak. Profile visits down 64.5%. May 11–17 shows only 151 net followers in 7 days (21.6/day) — lowest rate since pre-viral. The next strong personal video is critical to reverse this.
P5Actions— every metric must connect to a decision
4 act · 2 watch · 1 stop · 1 pending▾
act now60% personal professional content. Only type proven to go viral.
act nowPost best content Fri–Sun 9am–12pm PST. Peak follower activity.
act nowPersonal videos → "Follow me to see the world of a spine surgeon." Clinical videos → website CTA.
act nowOpen with name + credential. Show face in thumbnail. End with personal reason to follow.
watchMay 11–17 net followers only 151 from 181K views — ratio falling. Monitor weekly.
watchBio link taps: only 16 of 2,262 profile visitors clicked. Fix profile bio CTA before anything else. See Website tab → P5.
stopNo AI replacement content. Most unfollowed day in 90 days was one AI post.
need dataShares and saves per post. Strongest signal of deep content resonance.
Detail — Audience
DetailGender & audience breakdown— followers · 30 days
60% Men · 40% Women▾
Follower gender · Apr 18–May 17
Men
59.8%
Women
40.2%
Nearly 60/40 male skew — different from TikTok's near 50/50
Instagram followers skew more male (59.8%) than TikTok (51%). Spine surgery patients skew female in the general population, so there may be an opportunity to create content that resonates more with women to improve follower-to-patient conversion.
DetailTop cities— before viral vs after viral
Local → Global after March▾
Before viral spike
San Diego
4.3%
New York
1.8%
Los Angeles
1.7%
Jakarta
0.8%
Chula Vista
0.7%
After viral spike
New York
1.6%
Sydney
1.3%
Melbourne
1.1%
Toronto
1.1%
Total followers: 91,029  ·  as of May 16, 2026
Net new · past 7 days
+72
gross/unfollows Data N/A
Net new · past 28 days
+399
gross/unfollows Data N/A

      Period comparison — TikTok
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Details
ContentTop posts · last 28 days— by views
"Years of school" = 71% of all views▾

        #VideoPostedViews (28d)

        1Becoming a spine surgeon — how many years of educationMar 25304K
2Mom's 90th birthday — proof that spine surgery changes livesApr 218K
3People always ask me... #spinesurgeryNov 20229,494
4Happy Friday — walking after surgery is the best medicineApr 35,949
5Biggest mistake people make after spine surgery recovery~Apr5,900
6Debate with Dr. Ron Lehman — high level spine surgeonApr 104,758

      304K of 429K total views = one video. The -70% drop is mostly this.
The "years of school" video (Mar 25) is still the #1 video on TikTok, YouTube, and likely Instagram — same video dominating all three platforms 7 weeks later. The -70.5% view decline TikTok is flagging is almost entirely explained by this video fading. Everything else is averaging 6–10K views per post, which is healthy baseline performance.
TrafficWhere views come from— For You page vs Search
For You 80% · Search 17%▾
7 days · May 10–16
For You
79.9%
Search
17.4%
Profile
2.6%
Following
0.1%
28 days · Apr 19–May 16
For You
83.0%
Search
13.9%
Profile
2.9%
Following
0.2%
17% search traffic — TikTok is quietly your strongest search platform
No individual search queries have hit the threshold to show data yet, but 17% of all TikTok views already come from people actively searching — not passive scrolling. As TikTok search grows, clinical keywords in video titles and captions ("endoscopic spine surgery," "tarlov cyst treatment") could capture high-intent patients the same way your website SEO does.
0.1% Following feed — your 91K existing fans almost never see new posts
Only 1 in 1,000 views comes from people who already follow the account. TikTok's algorithm is not serving content to the existing audience. This means posting consistency matters for FYP distribution, not for keeping followers engaged — your 91K followers are essentially a social proof number, not an active audience.
AudienceWho is watching and following— gender & active times
51M/49F followers · peak at 8am▾
Followers — who stays
Male
51%
Female
49%
Viewers — who discovers
Male
60%
Female
39%
Most gender-balanced audience of any platform — near 50/50
TikTok followers are almost perfectly split. Viewers skew more male (60%) — the personal/professional content attracts men as new viewers, but women retain and follow at a higher rate relative to their viewership. Content about patient experiences or recovery (which skews female in spine patients) could improve follower conversion from women.
Peak posting time
Most followers active (last 7 days)
8:00 AM
18,102 followers online · May 16 data
HistoryMonthly follower growth— net only (gross/unfollows not available on TikTok)
Feb −16 → Apr +1,120▾

        MonthNet followersGross followsUnfollowsNote

        February−16+35 *~51 est.Lost followers net
March+335+353 *~18 est.Viral video Mar 25
April+1,120+735 *unclear ⚠⚠ gross 735 but net 1,120 — see note
May (through ~May 16)+215N/AN/AViral cooldown

      * April TikTok data has an inconsistency
The provided gross follows (+735) is less than the net followers gained (+1,120), which is mathematically impossible. This may mean the +735 refers to a different metric (e.g., follows from one specific source only), or there was a data entry swap. The +1,120 net figure is used as confirmed. March and February gross estimates are also approximate — TikTok does not natively show gross follows/unfollows.
vs IGTikTok vs Instagram— same content, very different results
5.6x more TikTok followers · half the views▾
MetricTikTokInstagram
Total followers91,02916,139
Views · 7 days97K181K
Net followers · 7d+72+151
Profile views · 7d1,1162,262
Search traffic17.4%N/A
Revenue$0/mo$0/mo
#1 video (28d)School video · 304KSchool video · top
Instagram's algorithm is outperforming TikTok despite 5.6x fewer followers
Instagram generates 181K views/week vs TikTok's 97K — with a fraction of the followers. TikTok's 91K followers are not an active distribution advantage: only 0.1% of views come from the Following feed. Instagram's Reels algorithm is pushing content harder to new people right now. TikTok's value is its large follower count as social proof and its growing search traffic.
ActionsWhat to do on TikTok— prioritized
3 act now · 2 watch · 1 need data▾
act nowPost around 8am on TikTok. Current follower activity peaks at 8am — an hour earlier than Instagram's window. Test this timing for 2 weeks.
act nowPut clinical keywords in TikTok titles and captions. Search is 17% of views and growing. Titles like "What to expect after endoscopic spine surgery" will compound over time on TikTok search.
act nowAdd a UTM-tagged link to TikTok bio. 5,803 profile views in 28 days — same bio link problem as Instagram, same fix needed.
watch-70.5% view drop looks alarming but is mostly the viral video aging out. Monitor whether June baseline settles above or below 100K views/28 days.
watch0.1% of views come from the Following feed — your 91K followers aren't seeing posts. Focus stays on strong hooks for the FYP, not on engaging existing followers.
need dataTikTok search queries will unlock once individual terms hit the traffic threshold. Check monthly — this will be your most valuable future data point.
Total subscribers: 246,788  ·  as of May 17, 2026
Net new · past 7 days
+84
gross/unsubs Data N/A
Net new · past 28 days
+1,030
gross/unsubs Data N/A

      Period comparison — YouTube
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Details
P1Comparison— YouTube vs Instagram side by side
246K subscribers vs 16K followers▾
MetricInstagramYouTubeWinnerNote
Total audience16,139246,743YouTube15x larger
Monthly views1.1M1.2MTiedSimilar reach despite size gap
Conversion rate0.13%0.11%TiedSame problem on both
Net growth · 90d+5,013+5,700YouTubeSlightly stronger
Top traffic sourceReels feedShorts feed 77.7%—Both short-form driven
Evergreen contentNoYesYouTube2023 videos still top 10
Revenue$0$193/moYouTubeAdditional income stream
P2Volume vs Rate— reach and efficiency
562K monthly · 85% new · 0.4% regular▾
Volume
Monthly audience
465,202 viewers
▾ how
YouTube Studio Advanced Mode → Audience size and growth, Last 7 days. Monthly audience always reflects prior 28 days. Captured May 18, 2026.
Volume
New viewers
394,536 viewers
84.8% of total
▾ how
YouTube Studio Advanced Mode → Audience by watch behavior. New viewers 394,536 (84.8%), Casual 68,679 (14.8%), Regular 1,987 (0.4%). Captured May 18, 2026.
Rate
Regular viewer rate
0.4%
1,987 of 465,202
▾ how
Calculated: 1,987 ÷ 465,202. YouTube Studio Advanced mode. Captured May 18, 2026.
Volume
Watch time · 28 days
7,400 hours
▾ how
YouTube Studio → Analytics overview, Watch time field. Captured May 12, 2026.
Rate
Conversion rate
0.11%
1 in 923 became subscribers
▾ how
Calculated: 1,300 subscribers ÷ 1,236,640 views × 100. YouTube Studio Analytics. Captured May 12, 2026.
Volume
Videos published · 28d
42 videos
339% more views than usual
▾ how
YouTube Studio → Analytics overview. Captured May 12, 2026.
P3Correlation vs Causation— top content and traffic sources
#1 video: 908K of 1.2M total views▾

        #VideoDateViewsAvg % watched

        1How Many Years in SchoolMar 25908,680 views77.6%
2We're SurgeonsJan 202421,232 views79.3%
3Disc Degeneration After Spinal FusionJun 202314,418 views122.1%
4The Mistake People Make After Spine SurgeryApr 202614,159 views54.8%
5Getting Very VERY CleanJul 202313,463 views79.2%
6Flexibility After FusionNov 202312,289 views102.9%
7Underwater Surgery · EndoscopicJan 202411,238 views77.8%
8DDDApr 20267,660 views47.5%
9Endo TwirlApr 20266,260 views28.7%

      Traffic sources · last 28 days
Shorts feed
77.7%
YouTube search
9.7%
Other features
4.4%
P4Patterns— single points mislead, patterns are more meaningful
-71% new viewers after OR video slowdown▾

        
          MonthNet subscribersMonthly audience

          February+24—
March+2,2001.0M
April+3,100834.5K
May (through ~May 17)+465465.2K

        
      
Volume
March · peak month
1.0M audience
+2,200 net subscribers
Volume
April · best for subs
834.5K audience
+3,100 net subscribers
Volume
May · cooldown
465.2K audience
+465 net subscribers
May is −85% vs April in subscribers
April: +3,100 subscribers. May (through ~May 17): +465 (-85%). Monthly audience fell from 834.5K to 465.2K. Fewer OR surgery videos is the likely cause — they drive the search traffic that feeds subscriber growth.
P5Actions— YouTube-specific decisions
4 act · 1 watch · 1 pending▾
act nowResume consistent OR surgery videos. They drive search traffic — your patient acquisition pipeline.
act nowClinical videos → website CTA. YouTube search viewers are already researching surgery.
act nowOptimize titles for search intent. "What to Expect After Endoscopic Spine Surgery" beats creative titles for patient acquisition.
act nowPersonal Shorts → "Follow me to see the world of a spine surgeon." Clinical → website CTA.
watchRegular viewer rate only 0.4%. Series-style content converts casual viewers into regulars.
need dataBest posting times. Pull from YouTube Studio → Analytics → Audience tab.
Total followers: 4,040  ·  as of May 17, 2026
Net new · past 7 days
+23
28 new follows  /  5 unfollows
Net new · past 28 days
+72
88 new follows  /  16 unfollows

      Period comparison — Facebook
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Details
ViewsReach & content performance— who is seeing posts
3,023 views · −63% vs prior week▾
7 days · May 11–17
Total views
3,023
Viewers
4,832
3-sec views
1,066
1-min views
18
Non-followers: 66.9% · Followers: 33.1%
28 days · Apr 20–May 17
Total views
33,289
Viewers
19,413
3-sec views
12,709
1-min views
298
Non-followers: 72.3% · Followers: 27.7%
−63% views week-over-week — significant drop
7-day views (3,023) are down 63% from the prior week, and 28-day views are down 43.7% vs the prior 28-day period. Facebook reach is declining sharply. However, 33% of Facebook views come from existing followers — much higher than Instagram (2.6%) or TikTok (0.1%) — meaning Facebook's existing audience is more engaged relative to its size.
Reels drive 97.7% of all follows on Facebook
Same pattern as Instagram and TikTok — short-form video is the only format generating meaningful follower growth on all three platforms.
vs OthersFacebook vs other platforms— context for the numbers
4K followers · 3K weekly views▾
MetricFacebookInstagramTikTok
Total followers4,04016,28691,029
Views · 7 days3,023181,20397,000
Net follows · 7d+23+151+72
Unfollows · 7d5139N/A
% from followers33.1%2.6%0.1%
Reels % of follows97.7%~99%~99%
ActionsWhat to do on Facebook— prioritized
2 act now · 2 watch · 1 need data▾
act nowAdd bio link with UTM tagging. Facebook shows 0 website referrals — same broken funnel as Instagram, same fix needed.
act nowReels only. 97.7% of all follower growth on Facebook comes from Reels. Static posts and Stories are not driving follows.
watchViews dropped 63% week-over-week and 43.7% over the past 28 days. Monitor whether this is a temporary dip or a trend — pull the same screenshots in 2 weeks.
watchFacebook's follower base is smallest (4,040) but its existing followers are the most engaged — 33% of views come from followers vs 2.6% on Instagram. Worth nurturing.
need dataEngagement metrics — likes, comments, shares per post. Pull from the Engagement tab in Facebook Insights.
Site visits · past 7 days
947
51.7% engaged  /  1m 05s avg
Site visits · past 28 days
3,792
52.3% engaged  /  1m 12s avg

      Period comparison — Website
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SourcesWhere visitors come from— and whether they take action
Google Search 71% · Social 1%▾
Sessions by source · Apr 20–May 17 (28 days)

        Where they came fromSessions% of totalAvg timeConsultations

        Google Search2,69371%1m 03s29 (57%)
Direct (typed URL / unknown)83022%49s16 (31%)
Referral (other sites)822.2%41s2 (4%)
Organic Social (Instagram)721.9%4s0
Organic Video (YouTube)481.3%43s1 (2.1% rate)
Unassigned320.8%1m 28s3 (6.3%)

      72 Instagram sessions over 28 days — still 0 consultations
Even over the full 28-day period, Instagram drove 72 sessions with 0 consultation form submits and an average of only 4 seconds on site. This confirms the funnel is broken — people clicking through from Instagram aren't finding what they need, or the bio link is landing them on the wrong page.
Organic Search drives 57% of all consultations from 71% of traffic
Google Search is the patient acquisition engine. 29 of the 51 key events over 28 days came from organic search. Direct traffic (22% of sessions) drives another 31%, likely including people who first discovered Dr. Kim on social media but searched or typed the URL later.
FunnelInstagram → website → consultation— where the chain breaks
181K views · 0 consultations▾
181,203People saw your Reels125K unique people · 97% had never followed you
strong
↓ 1.25% tapped your profile
2,262Visited your Instagram profileInterested enough to look you up
ok
↓ only 0.71% clicked the bio link (should be 3–5%)
16Clicked to your websiteThe bio link is not compelling enough to click
← break point
↓ 0% booked a consultation
0Booked a consultation from Instagram0 of this week's 13 consultations came from social
zero
The fix is the bio, not the content
2,262 people looked at your profile and only 16 clicked. Rewrite the bio to answer: who you help, what you offer, and one clear action ("Book a spine consultation ↓"). Industry average for medical profiles is 3–5% — you are at 0.71%. Fixing just this one thing could send 50–100 more visitors to your site every week.
PagesWhat visitors actually read— and where they book
Booking page converts 71% · 145 sessions (28 days)▾
Top landing pages · 28 days · Apr 20–May 17

        PageSessionsNew visitorsTime spentConsultations

        Homepage /9958001m 04s33 (64.7% rate)
/what-happens-to-the-disc-after-a-discectomy2532311m 09s0
/x-ray-vs-ct-vs-mri21820853s0
/services/hemilaminectomy21019654s0
/services/tarlov-cyst-excision1841671m 23s3
/understanding-symptomatic-tarlov-cysts1671481m 16s0
/everything-you-need-to-know-about-diagnostic-spinal-injections109971m 43s0
/why-an-abnormal-mri-might-not-mean-trouble1029850s0
★ /schedule-consultation145—1m 25s36 (70.6% rate)

      The booking page has the highest conversion rate on the site — 70.6%
145 sessions → 36 consultations over 28 days. The homepage also converts at 64.7% (33 of 995 sessions). Every service and blog page needs a visible "Book a Consultation" button pointing here.
Top Google search queries · 28 days · 810 clicks from 331,709 impressions

        Search queryClicksImpressionsCTRPosition

        choll kim md ← branded10633231.9%2.1
dr choll kim ← branded7336420.1%3.5
hemilaminectomy ← only clinical keyword in top 10616,1891.0%1.6
choll kim ← branded5621625.9%3.9
excel spine center ← branded3311628.5%4.4
hemilaminectomy surgery145052.8%1.4

      Most organic traffic is branded — people already looking for Dr. Kim
7 of the top 10 search queries are people typing the name. "hemilaminectomy" is the only clinical keyword in the top 10 — with 6,189 impressions but only 1% CTR. The site gets seen for condition searches but few click through. Title tags and meta descriptions on clinical pages are the next SEO priority.
Google impressions by page · 28 days
/x-ray-vs-ct-vs-mri
54,515
/tarlov-cysts
26,414
/hemilaminectomy
16,607
/why-an-abnormal-mri
17,862
/tarlov-cyst-excision
10,881
/discectomy
12,594
ActionsWhat to do— prioritized by impact
3 act now · 2 watch · 2 need data▾
act nowRewrite Instagram bio. 2,262 people saw your profile, 16 clicked. Fix the bio CTA first — biggest single lever in the entire funnel.
act nowAdd "Book a Consultation" button to every service page and blog post. 80% of people who find the booking page actually book — they just can't find it.
act nowAdd UTM to bio link: ?utm_source=instagram&utm_medium=bio. Without this, you can never know if your content is driving bookings.
watch/hemilaminectomy gets 54 visits but only 27s avg time. People are leaving immediately — the page may not match what they searched for.
watchOnly 11% of visitors return. Consider adding an email signup to your blog posts to bring people back when they're ready to book.
need dataUpload monthly GA4 screenshots to track whether bookings are trending up or down over time.
need dataVerify phone call and email tracking. Only 1 phone call + 2 emails tracked this week — likely missing many real contacts.
#	Video	Date	Views	Avg % watched
1	How Many Years in School	Mar 25	908,680 views	77.6%
2	We're Surgeons	Jan 2024	21,232 views	79.3%
3	Disc Degeneration After Spinal Fusion	Jun 2023	14,418 views	122.1%
4	The Mistake People Make After Spine Surgery	Apr 2026	14,159 views	54.8%
5	Getting Very VERY Clean	Jul 2023	13,463 views	79.2%
6	Flexibility After Fusion	Nov 2023	12,289 views	102.9%
7	Underwater Surgery · Endoscopic	Jan 2024	11,238 views	77.8%
8	DDD	Apr 2026	7,660 views	47.5%
9	Endo Twirl	Apr 2026	6,260 views	28.7%
Page	Sessions	New visitors	Time spent	Consultations
Homepage /	995	800	1m 04s	33 (64.7% rate)
/what-happens-to-the-disc-after-a-discectomy	253	231	1m 09s	0
/x-ray-vs-ct-vs-mri	218	208	53s	0
/services/hemilaminectomy	210	196	54s	0
/services/tarlov-cyst-excision	184	167	1m 23s	3
/understanding-symptomatic-tarlov-cysts	167	148	1m 16s	0
/everything-you-need-to-know-about-diagnostic-spinal-injections	109	97	1m 43s	0
/why-an-abnormal-mri-might-not-mean-trouble	102	98	50s	0
★ /schedule-consultation	145	—	1m 25s	36 (70.6% rate)