Ian Thorpe Aquatic Centre

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

Total reach during the reporting period was 59,732 accounts, consisting of 59,027 from ads and 1,061 from organic activity. This indicates that overall visibility was primarily driven by paid promotion, with ads continuing to play a significant role in extending audience reach across the platform.

Organic reach declined by -24.9% compared to the previous month, contributing a smaller portion of total exposure. While limited in comparison to paid activity, this still reflects ongoing baseline performance from non-paid content and suggests that the account continues to maintain a level of organic visibility alongside campaign activity.

Reach performance during this period was strongly supported by advertising activity, with paid reach growing +48.9%, highlighting the continued effectiveness of paid promotion in driving large-scale awareness for the centre.

The account gained 95 new followers during the reporting period, bringing the total follower count to 1,879. This represents continued audience growth compared to the previous month, with an increase in follower acquisition reflecting stronger overall momentum. This equates to a monthly growth rate of approximately 5.06% (95 ÷ 1,879), which sits above typical Instagram industry benchmarks of around 1.6% to 2% per month (source: Mayple Instagram growth benchmarks). This indicates that the account is currently performing strongly in terms of follower acquisition, successfully converting reach and engagement into sustained audience growth.

Profile visits increased to 1,013 in April, representing a 1.2% month-on-month uplift. While modest in growth compared to the previous period, this indicates continued user interest, with audiences still choosing to navigate to the profile after viewing content. The result suggests that recent activity has maintained a consistent level of deeper audience interaction and continued to encourage users to seek out additional information about the centre.

External link clicks increased to 1,827 in April, representing a 9.2% month-on-month uplift. This indicates continued growth in user activity, with more users clicking through to the website from the profile compared to the previous period. The increase suggests improved effectiveness in driving call-to-action engagement, with content successfully encouraging users to take the next step beyond on-platform interaction and navigate to external destinations such as the website or booking link.

Best Performing Posts

Key Statistics - Facebook

LinkedIn recorded 132 impressions in April, representing a 65% increase compared to the previous month and indicating a positive step forward in visibility on the platform. This growth suggests improving content exposure, with organic reach showing encouraging momentum during the period. While the channel remains in an early stage of development, the upward trend reflects the impact of consistent activity and highlights the potential for continued audience growth and improved performance over time.

*Note: currently your plan does not include custom content for LinkedIn.