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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
67,811
(Consisting of 66,466 from ads and 2,204 from organic.)
Total: -27.4%
Paid: - 28.3%
Organic: + 43.4%
Instagram accounts reached fell to 67,811 in September, a 27.4% decrease compared to August's 93,399. The decline was driven by paid activity, with ads reaching 66,466 accounts, down 28.3%, while organic reach rose to 2,204 accounts. Despite the pullback, overall reach remains well above July's levels, and paid promotion continues to account for the vast majority of the account's visibility. The growth in organic reach for a second consecutive month is an encouraging sign that content is building visibility on its own.
Followers
2,011 followers
-42.5%
46 new followers
The account gained 46 new followers in September, bringing the total to 2,011. This is a 42.5% decrease in new follower growth compared to August's 80 new followers, suggesting the pace of acquisition has eased alongside the pullback in paid reach. Even so, follower growth remains ahead of July's 33 new followers.
Profile Visits
942
-53.3%
Profile visits fell to 942 in September, a 53.3% decrease compared to August's 2,019. This reverses part of last month's sharp turnaround, with fewer of the accounts reached going on to view the profile as paid activity eased. Profile visits nonetheless remain more than double July's 400. 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
4,012
-39.7%
External tap links fell to 4,012 in September, a 39.7% decrease compared to August's 6,656. This follows last month's exceptional jump and is consistent with the lower paid reach this period. External taps remain far above July's 267, suggesting that call-to-action elements within posts and paid promotions are still driving strong outbound engagement.
Best Performing Posts
Week 4
Date: 21 September
Accounts reached: 829
Interactions: 15
Week 2
Date: 10 September
Accounts reached: 716
Interactions: 26
Week 3
Date: 18 September
Accounts reached: 595
Interactions: 18
Week 2
Date: 8 September
Accounts reached: 527
Interactions: 12
Week 2
Date: 10 September
Accounts reached: 369
Interactions: 1
Week 2
Date: 10 September
Accounts reached: 227
Interactions: 6
Week 3
Date: 15 September
Accounts reached: 206
Interactions: 4
Week 3
Date: 17 September
Accounts reached: 197
Interactions: 0
Week 5
Date: 29 September
Accounts reached: 104
Interactions: 0
Key Statistics - Facebook
Numbers
Growth
(Compared to previous month)
Page viewers
107,056
+13.2%
Page visits
547
+57.6%
Facebook page viewers rose to 107,056 in September, a 13.2% increase compared to August's 94,582. This reverses the downward trend of the previous two months, pointing to a recovery in the page's overall audience reach.
Page visits climbed to 547 in September, a 57.6% increase compared to August's 347. This is a clear turnaround from the sharp declines in July and August, suggesting that direct engagement with the page picked up meaningfully this month.
Total views for September reached 158,329, a 5.7% decrease compared to August's 167,960. Views from ads eased to 155,010, down 6.2%, while organic views grew to 3,319, up 25.8% from August's 2,638. Daily views held steady at around 5,000 for most of the month, with a modest peak in the final week, which suggests more consistent paid delivery than in previous months. The slight dip in total views reflects a much gentler pullback than the steep declines in July and August, and the return to organic growth is a positive sign. As we do not have access to the advertising account associated with this page, we're unable to confirm the specific campaigns behind the changes in paid activity.
Key Statistics - LinkedIn
LinkedIn impressions fell to 93 in September, a 78% decrease compared to August's 424. All impressions came from organic activity, with no sponsored content running, consistent with previous months. This reverses the strong growth seen in July and August and suggests the page's reach this month was tied closely to individual moments of activity rather than sustained exposure.
The page recorded no reactions, comments or reposts in September.
LinkedIn followers held at 28 in September, with no new followers gained over the month, compared to 5 new followers in August. Follower growth has paused alongside the quieter month in organic reach, though the existing follower base has been maintained.
Note: Currently, your plan does not include custom content for LinkedIn.
Conclusion
September was a month of rebalancing for Ian Thorpe Aquatic Centre, with Facebook recovering from its recent decline while Instagram and LinkedIn eased back after August's strong rebound.
On Instagram, overall reach pulled back from last month's peak as paid activity eased, though it remains well above July's levels and organic reach grew for a second consecutive month. Facebook was the bright spot this month, with page viewers and page visits both returning to growth after two months of decline. Total views dipped only slightly as paid delivery became steadier, and organic views increased. LinkedIn had a quieter month, with reach limited to a few short spikes, no engagement recorded and follower growth pausing, while the plan continues to exclude custom LinkedIn content.
Overall, September suggests ITAC's paid channels are settling into a more stable pattern after a volatile few months, with organic reach quietly improving on both Instagram and Facebook. Building on that organic momentum, and lifting LinkedIn activity from its current low, will be the areas to watch going into October.
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