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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
Total: 69,717
(Consisting of 69,024 from ads and 713 from organic.)
Total: +70.6%
Paid: +70.9% from ads
Organic: +4.1%
A total of 69,717 accounts were reached in March, reflecting continued strong visibility across the account. Reach was predominantly driven by paid promotion, which accounted for the vast majority of exposure, while organic reach remained a smaller contribution.
This indicates that advertising activity continues to be the primary driver of awareness, supporting broad audience exposure across the platform. Organic reach remained present but limited in comparison, suggesting that content visibility outside of paid amplification continues to play a secondary role during this period.
Followers
1,816 followers
-6.7%
28 new followers
The account gained 28 new followers, bringing the total follower count to 1,816. This represents a monthly growth rate of approximately 1.5% (28 ÷ 1,816). Industry benchmarks suggest that typical Instagram follower growth ranges between 1.6% and 2% per month (source: Mayple Instagram growth benchmarks), indicating that growth has slightly dipped below the typical industry range in March.
Profile Visits
341
+19.6%
Profile visits increased to 341 in March, representing a 19.6% month-on-month uplift. This indicates a positive shift in user behaviour, with more users choosing to navigate to the profile after viewing content. The increase suggests improved content effectiveness in driving deeper engagement, with stronger interest in exploring the account beyond initial exposure.
External Tap Links
1,007
+77.3%
External tap links increased significantly by 77.3% month on month, indicating a strong uplift in user intent to visit external destinations. This growth suggests that more users are clicking through to the website from the profile, reflecting improved effectiveness in driving call-to-action engagement. While no active boosted posts were visible within the ads library during the reporting period, the increase may still be associated with broader campaign activity contributing to higher click-through behaviour.
Best Performing Posts
Week 3
Date: 17 March
Accounts reached: 1,294
Interactions: 24
Week 3
Date: 17 March
Accounts reached: 263
Interactions: 11
Week 4
Date: 23 March
Accounts reached: 235
Interactions: 9
Week 1
Date: 2 March
Accounts reached: 211
Interactions: 12
Week 4
Date: 6 March
Accounts reached: 132
Interactions: 1
Week 4
Date: 11 March
Accounts reached: 163
Interactions: 8
Key Statistics - Facebook
Numbers
Growth
(Compared to previous month)
Page viewers
779,336
+344%
Page visits
587
+19.1%
Facebook performance showed a significant uplift in overall visibility in March, with page viewers increasing substantially month on month. This indicates a strong expansion in content reach, with the page exposed to a much larger audience compared to the previous period.
Key Statistics - LinkedIn
LinkedIn activity declined in March, with impressions decreasing month on month. This indicates a reduction in content visibility on the platform, resulting in fewer users being exposed to the page’s content compared to the previous period. Given the relatively limited audience base and lower natural engagement on LinkedIn for this type of venue, the platform continues to play a smaller supporting role compared to Instagram and Facebook.
Conclusion
The reporting period for PAPP reflects strong overall visibility, primarily driven by continued paid promotion activity, which remains the main contributor to reach across the account. While organic reach continues to play a smaller role, it provides a consistent baseline of exposure alongside advertising efforts.
Engagement performance strengthened, with notable increases in profile visits and external tap links, indicating that users are exploring the profile, and those who do are showing stronger intent to take action and visit external destinations.
Follower growth softened compared to the previous month and sits slightly below industry benchmarks, suggesting a minor slowdown in conversion despite ongoing audience exposure and activity.
Facebook performance delivered a substantial increase in reach, reinforcing the effectiveness of paid distribution in expanding awareness, while page visits showed more moderate growth, reflecting a stronger focus on visibility rather than deeper engagement.
LinkedIn activity decreased in March, with reduced impressions indicating lower visibility and continued positioning of the platform as a secondary channel for this location.
The reporting period highlights a strong awareness-driven outcome supported by paid activity, with opportunities to further optimise content to improve consistency in follower growth and deepen engagement across key actions.
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