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Key Statistics - Instagram
Key Statistics - Instagram
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.
Numbers
Growth
(Compared to previous month)
Accounts Reached
57,631
(Consisting of 56,898 from ads and 1,266 from organic.)
Total + 459.6%
Paid: 485.6%
Organic: +55.5%
Accounts reached, shows the number of Instagram accounts reached in the last month.
In summary, a total number of 57,631 accounts were reached which is a 459.6% month on month growth compared to the previous month with majority of these contributed via ads. It does appear that the ad spend in February may have increased given in January the number of reach from ads was 10,503.
Followers
1,461 followers
+ 44.4%
26 new followers
The account gained 26 new followers in February, bringing the total follower count to 1,461, representing a monthly growth rate of approximately 1.8% (26 ÷ 1,461). Industry benchmarks suggest that typical Instagram follower growth ranges between 1.6% and 2% per month, meaning the account’s growth is broadly in line with industry averages (source: Mayple Instagram growth benchmarks).
Profile Visits
445
+ 31.7%
Profile visits increased to 445 during the reporting period, representing a 31% month-on-month increase. This suggests that more users are exploring the account after viewing its content. While overall reach appears to have been influenced by paid promotion, increased profile visits typically indicate that content is encouraging audiences to learn more about the venue. However, as we do not have access to the Meta advertising account associated with this profile, it is not possible to determine how much of this traffic was generated through paid activity versus organic discovery.
External Tap Links
1,813
+1.0K%
External tap links increased significantly to 1,813, representing an increase of over 1,000% month on month. External tap links measure the number of users who clicked the profile URL, which is typically driven by strong calls to action within posts or advertisements. Given the substantial increase in reach generated through ads during the reporting period, it is likely that this growth in external link clicks was influenced by call-to-action elements within paid promotions directing users to the website or booking page. As we do not have access to the Meta advertising account associated with this profile, it is not possible to confirm which ads were running or the specific objectives of those campaigns, however the increase in external link taps suggests that the ads may have been optimised to drive traffic beyond Instagram rather than follower growth.
Best Performing Posts
Best Performing Posts
Week 2
Date: 13 Feb
Accounts reached: 553
Interactions: 11
Week 4
Date: 27 Feb
Accounts reached: 367
Interactions: 1
Week 4
Date: 23 Feb
Accounts reached: 275
Interactions: 10
Week 1
Date: 11 Feb
Accounts reached: 168
Interactions: 0
Week 1
Date: 5 Feb
Accounts reached: 173
Interactions: 1
Week 2
Date: 9 Feb
Accounts reached: 247
Interactions: 7
Week 3
Date: 18 Feb
Accounts reached: 149
Interactions: 3
Week 1
Date: 7 Feb
Accounts reached: 160
Interactions: 2
Week 2
Date: 16 Feb
Accounts reached: 140
Interactions: 0
Week 4
Date: 25 Feb
Accounts reached: 97
Interactions: 0
Key Statistics - Facebook
Key Statistics - Facebook
Numbers
Growth
(Compared to previous month)
Page viewers
282,101
+12.2%
Page visits
696
-13.9%
The Cook + Phillip Park Pool Facebook profile recorded 163,781 profile views during the reporting period. Based on the relationship between the number of followers and the volume of views, along with the fluctuations in month-on-month performance, it appears that paid advertising may have been active during this period. As we do not have access to the advertising account associated with this page, we do not have visibility of the campaigns that may have been run and are therefore unable to determine the proportion of views generated through paid versus organic activity.
Key Statistics - LinkedIn
Key Statistics - LinkedIn
LinkedIn activity for Cook + Phillip Park Pool remains limited due to the small follower base and minimal promotion of the page. Given the centre’s proximity to Sydney’s CBD and the large number of professionals in the surrounding area, LinkedIn represents a relevant channel to reach local workers. We recommend kicking offthe LinkedIn outreach program to grow the page’s audience and increase awareness of the centre among nearby businesses and professionals.
Conclusion
Conclusion
Overall, Cook + Phillip Park Pool experienced significant increases in visibility during the reporting period, particularly on Instagram where total reach grew substantially month on month. The majority of this reach appears to have been driven by paid promotion, suggesting that advertising activity increased during February. While this contributed to a large uplift in audience exposure and a notable increase in external link clicks, it did not translate into proportionally stronger follower growth, indicating that the campaigns may have been focused more on awareness and driving traffic rather than audience acquisition.
Profile visits also increased, suggesting that users who encountered the content were interested in learning more about the venue. Similarly, the substantial rise in external link taps indicates that users were engaging with call-to-action elements and navigating through to the website or booking page. As with other centres, we do not have access to the Meta advertising account associated with the profile, and therefore cannot determine the exact objectives, timing or configuration of the campaigns that may have influenced these results.
Facebook also recorded a strong increase in page views, which again suggests that paid promotion may have contributed to increased visibility during the period.
LinkedIn activity remains low due to the relatively small follower base and the fact that the page has received minimal promotion since it was established. However, despite the lack of promotion, a positive trend in awareness is beginning to emerge on the LinkedIn page, indicating potential for growth on the platform. Given that Cook + Phillip Park Pool services a significant number of CBD workers and professionals, LinkedIn may represent a relevant channel to reach this audience segment. If paid advertising is considered in future campaigns, it may be worth diverting a small portion of the current paid activity from Instagram and Facebook to LinkedIn to test whether targeted professional audiences can be reached more effectively on that platform. In addition to that, we do recommend commencing the outreach program we had proposed when the LinkedIn accounts were established.
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