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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
Key Statistics - Instagram
Numbers
Growth
(Compared to previous month)
Accounts Reached
Total: 33,642
(Consisting of 29,368 from ads and 4,684 from organic.)
Total: +8%
Paid: +9.9% for ads posts
Organic: +1.1%
A total of 33,642 accounts were reached during the reporting period, representing an 8% increase month on month. The majority of this reach was generated through ads (29,368 accounts), while organic reach accounted for 4,684 accounts. The increase in overall reach appears to have been driven primarily by paid promotion, while other metrics such as profile visits and external link clicks declined, suggesting that the ads may have been optimised more for visibility and awareness rather than driving traffic or deeper engagement.
Followers
5,956 followers
- 56%
103 new followers
The account gained 103 new followers, bringing the total follower count to 5,956. This represents a monthly growth rate of approximately 1.7% (103 ÷ 5,956). Industry benchmarks indicate that typical Instagram follower growth ranges between 1.6% and 2% per month, meaning the account’s follower growth is in line with industry averages (source: Mayple Instagram growth benchmarks). This suggests the account continues to attract new followers at a steady and healthy rate despite fluctuations in other performance metrics during the reporting period.
Profile Visits
1,967
-37.1%
Profile visits totalled 1,967, representing a 37.1% decrease month on month. This suggests that while content was reaching a large audience, fewer users were navigating to the profile page, which may indicate that content or advertising activity during the period was focused more on reach than on encouraging profile exploration OR users already know the centre well and didn't feel the need to review the profile.
External Tap Links
676
-63%
External link taps totalled 676, representing a 63% decrease month on month. External link taps are often driven by strong calls to action within posts or ads, so the decline suggests fewer content pieces or campaigns were prompting users to click through to the website or booking pages during this period.
Best Performing Posts
Best Performing Posts
Week 1
Date: 3 Feb
Accounts reached: 947
Interactions: 32
Week 2
Date: 12 Feb
Accounts reached: 921
Interactions: 37
Week 3
Date: 21 Feb
Accounts reached: 764
Interactions: 19
Week 4
Date: 26 Feb
Accounts reached: 1,208
Interactions: 27
Week 2
Date: 12 Feb
Accounts reached: 921
Interactions: 37
Week 4
Date: 28 Feb
Accounts reached: 1,178
Interactions: 128
Week 3
Date: 16 Feb
Accounts reached: 1,159
Interactions: 14
Week 2
Date: 13 Feb
Accounts reached: 654
Interactions: 10
Week 3
Date: 16 Feb
Accounts reached: 596
Interactions: 10
Key Statistics - Facebook
Key Statistics - Facebook
Numbers
Growth
(Compared to previous month)
Page viewers
126,812
-42.6%
Page visits
2,736
+7.5%
During the reporting period, Facebook recorded a sharp decline in page views generated through ads, while organic page views increased significantly. This shift may be attributed to the member-focused video content, which tends to resonate well with Facebook audiences. Unlike Instagram, Facebook continues to have a strong community-driven user base, where local stories, member highlights and community content often perform well organically. The increase in organic engagement suggests that this type of content is encouraging users to interact with the page without relying on paid promotion. Given this trend, there is an opportunity to further develop Facebook-specific content, particularly community and member-focused posts, to maintain engagement and strengthen the platform’s role as a space for local connection and conversation.
Key Statistics - LinkedIn
Key Statistics - LinkedIn
LinkedIn activity remains relatively low and has declined during the reporting period, which indicates limited awareness and engagement with the page. However, this is not unexpected given the surrounding area of Gunyama Park Aquatic and Recreation Centre, which is primarily made up of retail, construction and government agencies rather than large concentrations of office-based businesses. As a result, LinkedIn may not be the most relevant channel for reaching the centre’s primary audience compared to platforms such as Instagram and Facebook. While we recommend continuing with basic LinkedIn outreach to increase awareness of the page, priority for LinkedIn activity should be placed on the City of Sydney CBD pools, where there is a stronger presence of office workers and professionals who are more active on the platform.
Conclusion
Conclusion
During the reporting period, Gunyama Park Aquatic and Recreation Centre shared a higher number of community-focused posts in celebration of the centre’s 5th birthday. While this content generated slightly higher likes and engagement, it coincided with a decline in follower growth, profile visits and external link taps, suggesting that this type of content may encourage interaction from existing audiences but does not necessarily drive broader discovery or actions.
Community-based posts continue to perform more strongly on Facebook, where audiences are typically more community-driven. On Instagram, however, the results indicate that while engagement from existing followers was positive, the content did not reach the full follower base. When comparing the impressions of the best-performing posts against the total number of followers, it appears that posts were only served to a portion of the followers.
Instagram’s algorithm typically favours consistent posting and regular content cadence, which helps ensure posts are surfaced more consistently to followers. As the number of posts on the account has gradually reduced over time, maintaining a more consistent posting rhythm may help improve overall visibility and ensure content is more regularly served to the account’s audience.
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