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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
93,399
(Consisting of 92,700 from ads and 1,537 from organic.)
Total: +254.8%
Paid: + 265%
Organic: + 42.6%
Instagram accounts reached surged to 93,399 in August, a 254.8% increase compared to July's 26,327. Paid ads contributed the majority at 92,700 accounts, up 265%, while organic activity contributed 1,537 accounts, up 42.6%. This is a dramatic reversal from July's decline, with a substantial increase in paid promotion driving the overwhelming majority of this month's growth in reach.
Followers
1,988 followers
+142.4%
80 new followers
The account gained 80 new followers in August, bringing the total to 1,988, a 142.4% increase in the growth rate compared to July's 33 new followers. This is a strong rebound from last month's slowdown, with the sharp rise in reach translating into a much faster pace of follower acquisition this period.
Profile Visits
2,019
+ 404.8%
Profile visits climbed to 2,019 in August, a 404.8% increase compared to July's 400. This is a substantial turnaround from last month's decline, indicating that the surge in paid reach converted strongly into visits to the profile page this month. As we do not have access to the advertising account associated with this profile, it is not possible to determine the exact split between paid and organic contributions to this figure.
External Tap Links
6,656
+2.4K%
External tap links jumped to 6,656 in August, an increase of roughly 2,400% compared to July's 267. This sharply reverses last month's decline, suggesting that call-to-action elements within posts or paid promotions were considerably more effective in directing users to external pages this period, consistent with the substantial increase in paid reach.
Best Performing Posts
Week 1
Date: 3 August
Accounts reached: 57,071
Interactions: 309
Week 1
Date: 7 August
Accounts reached: 19,671
Interactions: 719
*This is a collab post
Week 4
Date: 24 August
Accounts reached: 592
Interactions: 12
Week 3
Date: 21 August
Accounts reached: 340
Interactions: 13
Week 2
Date: 19 August
Accounts reached: 291
Interactions: 7
Week 1
Date: 2 August
Accounts reached: 291
Interactions: 7
Week 4
Date: 26 August
Accounts reached: 115
Interactions: 2
Key Statistics - Facebook
Numbers
Growth
(Compared to previous month)
Page viewers
94,582
-26%
Page visits
347
- 55.1%
Facebook page viewers fell to 94,582 in August, a 26% decrease compared to July's 127,784. This continues last month's downward trend, pointing to a further reduction in overall audience reach this period.
Page visits dropped sharply to 347 in August, a 55.1% decrease compared to July's 773. This extends July's decline and at a steeper rate, suggesting direct engagement with the page softened considerably further this month.
Total views for August reached 167,960, a 42.4% decrease compared to July's 291,499. Views from ads fell to 165,322, down 42.7%, while organic views declined to 2,638, down 11.9% from July's 2,995. This marks a continuation of last month's downward trend, with paid views now driving the bulk of the decline in total views. As we do not have access to the advertising account associated with this page, we're unable to confirm the specific campaigns behind this ongoing decline in paid activity.
Key Statistics - LinkedIn
LinkedIn impressions rose to 424 in August, a 289% increase compared to July's 109. All impressions came from organic activity, with no sponsored content running, consistent with July. This continues the positive trend from last month, with a much sharper acceleration in reach this period.
The page recorded 6 reactions in August, a shift from July when no reactions, comments, or reposts were recorded. This suggests that, alongside the surge in impressions, content is starting to prompt some engagement this month, unlike July's reach without engagement.
LinkedIn followers held at 28 in August, with 5 new followers gained in the last 30 days, matching last month's growth level (0% change). While follower growth stayed flat rather than accelerating, the continued strong increase in impressions suggests content is still reaching a broader audience over time.
Note: Currently, your plan does not include custom content for LinkedIn.
Conclusion
August brought a strong rebound across all three channels for Ian Thorpe Aquatic Centre, following July's broad pullback.
Instagram reach surged on the back of a sharp increase in paid promotion, with follower growth, profile visits, and external tap links all accelerating well beyond last month's softer numbers. Facebook told a more mixed story: page viewers and page visits both continued to decline, and total views fell further as paid activity pulled back sharply, though organic views managed a smaller decline than the month before. LinkedIn remained a bright spot, with impressions climbing again and, for the first time in a while, some genuine engagement in the form of reactions, even as follower growth held flat and the plan continues to exclude custom LinkedIn content.
Overall, August points to a substantial paid-driven rebound on Instagram, alongside continued organic strength on LinkedIn, while Facebook's ongoing softness (both in paid and organic activity) stands out as the area to watch heading into next month.
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