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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
26,327
(Consisting of 25,399 from ads and 1,078 from organic.)
Total: -58.8%
Paid: + 59.5%
Organic: - 39.8%
Accounts reached shows the number of Instagram accounts reached in the last month. In July, a total of 26,327 accounts were reached, representing a decrease of 58.8% compared to June. Paid ads contributed 25,399 accounts, up 59.5%, while organic activity contributed 1,078 accounts, down 39.8%. Despite the strong continued growth in paid reach, the overall decline was driven by a fall in organic activity, which more than offset the gains from paid promotion this period.
Followers
1,931 followers
- 47.6%
33 new followers
The account gained 33 new followers in July, bringing the total to 1,931, a 47.6% decrease in the growth rate compared to June. This marks a notable slowdown in follower acquisition after last month's strong increase, suggesting that despite continued paid activity, new follower growth did not keep pace with June's performance.
Profile Visits
400
- 59%
The profile page was viewed 400 times in July, a decrease of 59% compared to June. 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
267
-78.8%
External tap links recorded 267 in July, representing a decrease of 78.8% compared to June. This is a substantial reversal from June's strong growth, suggesting that call-to-action elements within posts or paid promotions were considerably less effective in directing users to external pages this period.
Best Performing Posts
Week 5
Date: 31 July
Accounts reached: 2,946
Interactions: 153
Week 2
Date: 8 July
Accounts reached: 353
Interactions: 7
Week 2
Date: 10 July
Accounts reached: 302
Interactions: 18
Week 1
Date: 2 July
Accounts reached: 218
Interactions: 0
Week 3
Date: 16 July
Accounts reached: 196
Interactions: 3
Week 3
Date: 12 July
Accounts reached: 173
Interactions: 0
Week 4
Date: 22 July
Accounts reached: 172
Interactions: 6
Week 4
Date: 25 July
Accounts reached: 152
Interactions: 10
Week 5
Date: 29 July
Accounts reached: 143
Interactions: 2
Key Statistics - Facebook
Numbers
Growth
(Compared to previous month)
Page viewers
127,784
-27.5%
Page visits
773
- 47.4%
Facebook profile recorded 127,784 page viewers and 773 page visits in July, representing decreases of 27.5% and 47.4%, respectively, compared to June. Both audience reach and direct engagement with the page declined this month, with page visits falling more sharply than viewers, suggesting a somewhat weaker conversion from exposure to direct visits during the period.
The Views Breakdown shows total views of 291,499, down 13.6% month-on-month, with paid advertising accounting for the vast majority (288,504, down 12.7%) and organic views contributing 2,995, down 55.7%. While the decline in paid views broadly tracked the drop in overall reach, organic views fell considerably more sharply, reversing the strong organic growth seen in June. 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.
Key Statistics - LinkedIn
The Ian Thorpe Aquatic Centre LinkedIn page recorded 109 impressions in July, all from organic activity with no sponsored content running during this period. Impressions increased by 23.9% compared to June, continuing the positive trend, though no reactions, comments, or reposts were recorded, indicating that the improved visibility did not translate into active engagement this month.
The page currently has 23 total followers, with 0 new followers gained in the last 30 days, a decrease compared to June's growth. While follower growth paused this month, the continued 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
July saw a pullback across all three channels for Ian Thorpe Aquatic Centre following June's strong performance.
Instagram reach declined, and while paid reach continued to grow strongly, a steep drop in organic activity drove the overall fall; follower growth slowed, and both profile visits and external tap links fell back after last month's gains. Facebook followed a similar pattern, with page viewers and page visits both down, and a notable drop in organic views reversing June's improvement, even as paid views held closer to their previous level.
LinkedIn was the exception, with impressions continuing to climb, though follower growth paused this month and engagement remained limited; the current plan does not include custom content for this channel.
Overall, July suggests a temporary softening in organic momentum across Instagram and Facebook, while paid activity and LinkedIn's steady impressions growth continued to provide some support: a trend worth watching closely heading into next month.
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