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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
103,443
(Consisting of 101,625 from ads and 2,507 from organic)
Total: + 6%
Paid: + 4.5%
Organic: + 216.5%
Accounts reached shows the number of Instagram accounts reached in the last month. In May, a total of 103,443 accounts were reached, representing a +6% increase compared to April. The vast majority of reach continued to be driven by paid ads (101,625), with organic activity contributing 2,507 accounts. Organic reach recorded a significant increase of +216.5% month-on-month, while paid reach grew by +4.5%, indicating an improvement in organic content visibility alongside continued paid activity during this period.
Followers
1,518 followers
+ 27.9%
55 new followers
The account gained 55 new followers in May, bringing the total to 1,518, representing a +27.9% increase in the monthly growth rate compared to April. This is a positive improvement on the previous reporting period, when 43 new followers were gained, suggesting that the increase in both paid and organic reach has contributed to a stronger pace of audience acquisition this month.
Profile Visits
712
+ 30.4%
The profile page was viewed 712 times in May, representing a 30.4% increase over April. This indicates a positive uplift in user intent, with more accounts choosing to explore the profile after being exposed to content. As we do not have access to the advertising account associated with this profile, we cannot determine the exact split between paid and organic contributions to this figure.
While overall reach and visibility may have been influenced by paid promotion activity, the increase in profile visits is still a positive sign of stronger audience interest. As we don't have access to the associated Meta advertising account, we are unable to determine the proportion of traffic generated through paid versus organic activity.
External Tap Links
3,403
+ 33%
External tap links recorded 3,403 in May, a +33% increase compared to April. This is an improvement on the previous reporting period and suggests that call-to-action elements within posts or paid promotions were more effective in directing users to external pages this month. Given the continued high volume of paid reach, campaign activity likely contributed to this uplift. 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.
Best Performing Posts
Week 1
Date: 4 May
Accounts reached: 22,512
Interactions: 59
Week 4
Date: 31 May
Accounts reached: 8,950
Interactions: 124
Week 2
Date: 11 May
Accounts reached: 379
Interactions: 11
Week 1
Date: 6 May
Accounts reached: 371
Interactions: 13
Week 1
Date: 2 May
Accounts reached: 172
Interactions: 2
Week 2
Date: 13 May
Accounts reached: 157
Interactions: 1
Week 4
Date: 27 May
Accounts reached: 149
Interactions: 4
Week 2
Date: 10 May
Accounts reached: 115
Interactions: 0
Week 3
Date: 20 May
Accounts reached: 77
Interactions: 0
Key Statistics - Facebook
Numbers
Growth
(Compared to previous month)
Page viewers
567,161
- 16.1%
Page visits
471
- 34.8%
Facebook recorded 567,161 page viewers and 471 page visits in May, representing decreases of -16.1% and -34.8%, respectively, compared to April. Both metrics declined month-on-month, indicating a reduction in overall audience reach and direct page engagement during this period.
The Views Breakdown shows total views of 1,309,354, down -28.3% compared to April, with paid advertising continuing to account for the vast majority (1,307,378, down -28.3%) and organic views contributing a modest 1,976, down -20.9%. As we do not have access to the advertising account associated with this page, we are unable to confirm the specific campaigns running during this period. The reduction in ad-driven views is consistent with the overall decline in reach and page activity observed this month.
Key Statistics - LinkedIn
LinkedIn page recorded 82 impressions in May, all from organic activity with no sponsored content running during this period. This represents a strong increase of +95.2% compared to April, 1 reaction was recorded, and comments and reposts remained at zero. While overall engagement levels remain modest, the significant uplift in impressions is an encouraging sign of improving content visibility month-on-month.
Given the centre's proximity to Sydney's CBD and the concentration of professionals in the surrounding area, LinkedIn remains a relevant channel for audience growth, and proactively inviting existing contacts and stakeholders to follow the page will help build on this improving trajectory over time.
Conclusion
During May, performance across Instagram showed positive momentum, with reach, follower growth, profile visits, and external link taps all improving compared to April. The increase in organic reach was a particularly encouraging development, suggesting that content is gaining traction beyond paid activity alone. Follower acquisition also strengthened month-on-month, indicating that the improved visibility is translating into a growing audience base.
Facebook performance softened during the period, with both page viewers and page visits declining compared to April. The reduction in total views was driven primarily by a decrease in paid ad activity, which continued to account for the vast majority of overall content visibility on the platform. As access to the associated advertising account is not available, the specific factors behind this decline cannot be confirmed.
LinkedIn recorded a notable improvement in impressions month-on-month, with organic reach increasing significantly compared to April. While engagement levels remain modest and no new followers were gained during the period, the uplift in impressions is a positive indicator of improving content visibility as the channel continues to develop.
Overall, May was a more mixed month for Cook+Philip Park Pool, with Instagram delivering encouraging growth while Facebook visibility eased. The improvement on LinkedIn, while still at an early stage, adds a further positive note to the reporting period and suggests that consistent activity is beginning to have an effect.
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