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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
40,827
(Consisting of 39,643 from ads and 1,412 from organic.)
Total: +36.9%
Paid: +47.5%
Organic: -46.5%
Total reach during the reporting period was 40,827 accounts, consisting of 39,643 from ads and 1,412 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 remained present, 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, highlighting the continued effectiveness of paid promotion in driving large-scale awareness for the centre.
Followers
1,808 followers
+87.5%
75 new followers
The account gained 75 new followers during the reporting period, bringing the total follower count to 1,808. 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 4.15% (75 ÷ 1,808), 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
1,001
+67.4%
Profile visits increased to 1,001 in March, representing a 67.4% month-on-month uplift. This indicates a strong improvement in user engagement, with a significantly higher number of users choosing to navigate to the profile after viewing content. The increase suggests that recent activity has been more effective in prompting deeper audience interaction and encouraging users to seek out additional information about the centre, reflecting improved conversion from reach and impressions into profile exploration.
External Tap Links
1,673
+86.3%
External link clicks increased to 1,673 in March, representing an 86.3% month-on-month uplift. This indicates a strong rebound in user activity, with significantly 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
Week 4
Date: 25 March
Accounts reached: 26,355
Interactions: 15
Week 3
Date: 17 March
Accounts reached: 1,980
Interactions: 59
Week 3
Date: 17 March
Accounts reached: 1,294
Interactions: 24
Week 3
Date: 21 March
Accounts reached: 362
Interactions: 7
Week 2
Date: 13 March
Accounts reached: 306
Interactions: 7
Week 4
Date: 27 March
Accounts reached: 262
Interactions: 15
Week 2
Date: 11 March
Accounts reached: 254
Interactions: 1
Week 1
Date: 5 March
Accounts reached: 254
Interactions: 7
Week 3
Date: 18 March
Accounts reached: 187
Interactions: 2
Week 1
Date: 6 March
Accounts reached: 125
Interactions: 1
Key Statistics - Facebook
Numbers
Growth
(Compared to previous month)
Page viewers
366,512
+103.1%
Page visits
3,434
+190%
Facebook performance improved significantly during the reporting period, with page viewers increasing by 103.1% to a total of 366,512. This indicates a substantial uplift in overall visibility, with content reaching a much larger audience compared to the previous month. The strong increase suggests improved distribution of content across the platform, resulting in higher exposure and broader audience reach.
Key Statistics - LinkedIn
LinkedIn recorded 81 impressions in March indicating a lower level of visibility compared to previous activity. This suggests limited content exposure on the platform during the period, with reach remaining relatively minimal. The result reflects the continued early-stage nature of the channel, where consistency and ongoing activity will be key to building awareness and improving overall performance over time.
*Note: currently your plan does not include custom content for LinkedIn.
Conclusion
In March, Ian Thorpe Aquatic Centre reflects strong awareness-driven performance, largely supported by paid promotion activity, which continued to play a key role in driving overall visibility. While organic reach remains a smaller contributor, it continues to provide a baseline level of exposure alongside campaign activity.
Engagement signals showed positive movement, with increased user intent reflected through higher profile visits and external link clicks, indicating that content is becoming more effective at encouraging deeper interaction beyond initial exposure.
Follower growth remained strong and above industry expectations, demonstrating that the account continues to convert a consistent portion of its audience into long-term followers despite fluctuations in broader performance metrics.
Facebook visibility also improved significantly, reinforcing the effectiveness of distribution across the platform in reaching wider audiences.
LinkedIn remains in an early development phase, with minimal activity and reach, highlighting the need for ongoing consistency to build awareness and establish a stronger presence over time.
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