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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
28,659
(Consisting of 26,479 from ads and 2,619 from organic.)
Total: -52%
Paid: -55.1%
Organic: +146.8%
Accounts reached shows the number of Instagram accounts reached in the last month. In May, a total of 28,659 accounts were reached, a -52% decrease compared to April. The majority of reach was driven by paid ads (26,479); however, paid reach declined by -55.1% month-on-month. Organic reach recorded a significant increase of +146.8%, rising to 2,619 accounts, which is an encouraging sign of improved content visibility outside of paid activity despite the overall reduction in reach this period.
Followers
1,900 followers
-54.7%
95 new followers
The account gained 95 new followers in May, bringing the total to 1,900, reflecting a -54.7% change in the growth rate compared to April. While the pace of new follower acquisition has slowed month-on-month, the account continues to grow steadily, and the strong increase in organic reach this period suggests that content is resonating with a broader audience beyond paid promotion.
Profile Visits
713
-29.6%
The profile page was viewed 713 times in May, representing a -29.6% decrease compared to April. This decline is broadly consistent with the reduction in overall paid reach during the period, as lower ad-driven exposure typically results in fewer users being directed to the profile. As we do not have access to the advertising account associated with this profile, we cannot determine the exact split between paid and organic contributions to this figure.
External Tap Links
594
-67.4%
External tap links recorded 594 in May, representing a -67.4% decrease compared to April. The significant decline is consistent with the broader reduction in paid activity during this period, as fewer users being exposed to campaign content typically results in lower click-through volumes to external pages. Despite the decrease, the continued presence of link taps indicates that a portion of users are still proceeding to visit external destinations from the profile.
Best Performing Posts
Week 4
Date: 26 May
Accounts reached: 10,889
Interactions: 28
Week 4
Date: 31 May
Accounts reached: 6,407
Interactions: 20
Week 3
Date: 18 May
Accounts reached: 1,225
Interactions: 83
Week 3
Date: 11 May
Accounts reached: 779
Interactions: 25
Week 1
Date: 6 May
Accounts reached: 418
Interactions: 12
Week 4
Date: 28 May
Accounts reached: 176
Interactions: 12
Week 2
Date: 14 May
Accounts reached: 175
Interactions: 3
Week 4
Date: 2 May
Accounts reached: 164
Interactions: 1
Week 2
Date: 10 May
Accounts reached: 155
Interactions: 2
Week 3
Date: 20 May
Accounts reached: 130
Interactions: 2
Week 3
Date: 29 May
Accounts reached: 68
Interactions: 0
Key Statistics - Facebook
Numbers
Growth
(Compared to previous month)
Page viewers
223,049
-32.4%
Page visits
1,454
-36.6%
Facebook recorded 223,049 page viewers and 1,454 page visits in May, representing decreases of -32.4% and -36.6% respectively compared to April. Both metrics declined month-on-month, indicating a reduction in overall audience reach and direct page engagement during this period.
The Views Breakdown shows total views of 365,485, down -21% compared to April, with paid advertising accounting for the vast majority (361,011, down -21%) and organic views contributing 4,474, down -23.8%. The decline across both paid and organic channels suggests a reduction in advertising activity or campaign spend during this period compared to the previous month. 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 time.
Key Statistics - LinkedIn
The Ian Thorpe Aquatic Centre LinkedIn page recorded 71 impressions in May, all from organic activity with no sponsored content running during this period. Impressions decreased by -55.6% compared to April, and no reactions, comments, or reposts were recorded, indicating limited active engagement with content this month.
The page currently has 31 total followers, with 6 new followers gained in the last 30 days, which is a positive sign of continued audience growth. While impressions declined this period, maintaining a consistent posting cadence will support visibility over time and help build on the follower growth recorded this month.
Note: Currently, your plan does not include custom content for LinkedIn.
Conclusion
During May, performance on Instagram and Facebook declined compared to April, with both platforms recording lower reach and engagement levels. The reduction across Instagram metrics, including reach, profile visits, and external link taps, is consistent with a decrease in paid advertising activity during the period. Organic reach on Instagram improved notably, however, which is an encouraging sign that content is gaining some traction independently of paid promotion.
Facebook page viewers and page visits both declined month-on-month, with the Views Breakdown confirming a reduction in both paid and organic views compared to April. This suggests that overall campaign activity was lower during May, resulting in a smaller audience being reached across the platform.
LinkedIn recorded a decrease in impressions month-on-month with no active engagement during the period. The page continues to grow its follower base gradually, and maintaining consistent activity will be important in building visibility over time, noting that the current plan does not include custom content for this channel.
Overall, May was a softer month for Ian Thorpe Aquatic Centre across all platforms, with the reduction in paid activity appearing to be the primary factor behind the decline in visibility. The improvement in organic Instagram reach is a positive development, and continued focus on content quality alongside paid promotion will be key to sustaining performance in the months ahead.
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