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 declined by 52.5% month on month, primarily driven by a 56.4% decrease in reach attributed to ads, while organic reach increased significantly by 47.2%. This indicates that the account’s organic content continued to perform well despite the reduction in paid visibility. It is also worth noting that fewer posts were published in February (7 posts) compared to January (11 posts).
Despite the lower posting volume, organic reach still increased, suggesting that the content resonated well with audiences during the period. The uplift in organic reach may also be influenced by university students returning to Sydney for the start of the academic year, increasing activity and engagement from the local student population that frequently uses the centre.

The account gained 40 new followers, bringing the total follower count to 1,736. This represents a 7% decline in month-on-month growth compared to the previous period. However, the account’s monthly follower growth rate sits at approximately 2.3% (40 ÷ 1,736), which is slightly above typical Instagram industry benchmarks of around 1.6% to 2% per month (source: Mayple Instagram growth benchmarks).
This indicates that despite the slight decline in month-on-month growth compared to January, the account is still growing at a healthy rate relative to industry averages.

Profile visits declined by 49.7% month on month, indicating that fewer users navigated to the profile page during the reporting period. This decrease aligns with the reduction in reach generated through ads, suggesting that higher ad activity in the previous month likely drove more users to explore the profile. With lower ad-driven reach during the current period, fewer users were prompted to visit the profile, resulting in the decline in profile views.

External link clicks declined by 73.9% month on month, reflecting a significant reduction in users clicking through to the website from the profile. This decrease aligns with the drop in profile visits and ad-driven reach, suggesting that the higher level of ad activity in the previous month likely contributed to stronger traffic to external links as they most likely were targeted to audiences who don't know or follow ITAC while the return of reach for this account shows that it's likely from followers who already know ITAC.

Best Performing Posts

Key Statistics - Facebook

LinkedIn post impressions increased during the reporting period, indicating a gradual improvement in visibility. However, overall numbers remain relatively small due to the limited follower base and the early stage of the page’s development. To support continued growth, we recommend implementing LinkedIn outreach to invite relevant contacts and stakeholders to follow the page. Content could also focus more on exercise and wellbeing for students and young professionals, highlighting how maintaining fitness and healthy routines can support productivity, focus and long-term career development*. This type of content may resonate with the centre’s nearby university audience and help build stronger engagement on the platform.

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