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Disclaimer: This report analyses organic performance. Based on Instagram Insights and fluctuations in reach, it appears that paid promotion may have occurred during the reporting period. As we do not have access to the Meta advertising account, we cannot confirm when ads were active, ad spend, or which posts were promoted. Paid activity can also influence broader metrics such as profile visits and engagement, and the proportion of traffic generated from paid versus organic sources cannot be determined.
Key Statistics - Instagram
Numbers
Growth (%)
(Compared to previous month)
Accounts Reached
Total: 17,110
(Consisting of 5,806 from ads and 12,410 from organic)
Total: -53.2%
Paid: -77.1%
Organic: -15.9%
In September, Instagram reached 17,110 accounts, a 53.2% decrease compared to the previous month. Of these, 12,410 accounts came from organic activity and 5,806 from paid ads. Paid reach fell 77.1% and organic reach eased 15.9% month on month. Unlike most of the portfolio, organic content carried the majority of the account's visibility this month, and total reach sits above April's 12,822, when the last report was produced.
Followers
5,024 followers
- 5.2%
184 new followers
The account gained 184 new followers in September, bringing the total to 5,024. This is a 5.2% decrease in new follower growth compared to the previous month, indicating a broadly steady pace of acquisition. Since April, the account has grown by 248 followers, showing the audience continued to build.
Profile Visits
1,798
+ 16.3%
The profile page of ABC Pool was viewed 1,798 times in September, a 16.3% increase compared to the previous month and well above April's 1,394. This suggests growing interest in the profile as activity resumes. As we do not have full visibility of advertising activity outside of the sponsored posts set up directly within the account (via Meta Business/Agency access), it is not possible to determine the exact contribution of paid versus organic traffic to these profile visits.
External Tap Links
465
- 87.2%
The External Tap Links metric is based on the number of users who clicked the profile URL, typically driven by call-to-actions within posts. September recorded 465 link taps, an 87.2% decrease compared to the previous month, in line with the sharp reduction in paid reach. Even so, this is a substantial increase on April's 29 link taps. This will be worth monitoring in the coming months to see how outbound engagement develops.
Best Performing Posts
Week 1
Date: 7 September
Accounts reached: 3,948
Interactions: 190
Week 4
Date: 23 September
Accounts reached: 3,397
Interactions: 82
Week 5
Date: 29 September
Accounts reached: 2,398
Interactions: 97
Week 3
Date: 17 September
Accounts reached: 1,803
Interactions: 109
Week 4
Date: 26 September
Accounts reached: 826
Interactions: 17
Week 2
Date: 10 September
Accounts reached: 596
Interactions: 14
Key Statistics - Facebook
Numbers
Growth
(Compared to previous month)
Page viewers
15,485
- 88.8%
Page visits
539
+71.7%
The ABC Pool Facebook page recorded 15,485 page viewers and 539 page visits in September. This is a 54.4% decrease in page viewers compared to the previous month, alongside a 71.7% increase in page visits. While overall audience exposure was lower than in August, more viewers went on to visit the page directly this month.
Total views reached 23,291 in September, a 63% decrease compared to the previous month. Views from ads fell to 11,114, down 80.9%, while organic views rose sharply to 12,177, up 146.6%, making organic the larger contributor to total views this month.
As we do not have access to the advertising account associated with this page, we are unable to confirm the full history of campaign activity. However, the pattern in the chart suggests a pause in paid promotion for roughly the first half of the month, with the strong growth in organic views helping to offset part of the decline in overall reach.
Key Statistics - LinkedIn
The ABC Pool LinkedIn page recorded 74 impressions in September, a 105.6% increase compared to the previous month. All impressions came from organic activity, with no sponsored content running during this period.
The page recorded 1 reaction in September, unchanged from the previous month, while comments and reposts remained at zero. This is a small step forward from April, when no engagement was recorded, though content visibility is still only occasionally translating into active engagement. Given that the channel is still in its early stages, month-on-month fluctuations are to be expected as the audience develops.
To build on this foundation, we recommend maintaining a consistent posting cadence and continuing to proactively invite existing contacts and relevant stakeholders to follow the page. This will help grow the foundational audience and improve the likelihood of sustained engagement in future reporting periods.
Conclusion
In September, the organic content played a leading role across all three channels.
On Instagram, overall reach was lower than the previous month as paid activity pulled back, with organic content carrying the majority of the account's visibility. Follower growth held at a steady pace and profile visits increased. Facebook showed a similar pattern. Page viewers and total views declined as paid promotion paused for much of the first half of the month, but organic views more than doubled and page visits rose strongly, suggesting a more engaged audience despite the narrower reach. LinkedIn remains at an early stage, with impressions doubling month on month and a small amount of engagement recorded.
Overall, September shows ABC re-entering the reporting cycle with a healthy organic foundation and growing direct interest in both its Instagram and Facebook profiles. As paid activity resumed from mid-September, October should give a clearer picture of how combined paid and organic efforts perform now that regular activity is back underway.
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