Victoria Park Pool

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

Reach from paid activity increased by 151.2% month on month, while organic reach declined by 18.2% during the same period. The drop in organic reach may be partially linked to the reduction in posting activity, with the number of posts decreasing from 10 in the previous month to 8 this month. Fewer posts can reduce the number of opportunities for content to appear in followers’ feeds and reach new audiences organically.

Follower growth increased by 50% month on month, indicating a strong uplift in new followers during the reporting period. This increase is likely influenced by greater visibility from ads, which can introduce the account to new audiences. Additionally, the centre’s proximity to a university campus may have contributed to this growth, as students returning to Sydney for the academic year can increase local interest and engagement with the account.

Profile visits increased by 69.5% month on month, indicating that more users navigated to the account’s profile during the reporting period. This uplift is likely influenced by ad activity directing users to the profile, suggesting that the ads included a call to action encouraging audiences to view the account.

External tap links increased by 9.5% month on month, showing only a modest uplift compared to the larger increase in profile visits. This suggests that while more users navigated to the profile page, many did not proceed to click through to the external website. This may indicate that users were either able to find the information they needed directly from the Instagram content and profile, or that they were browsing the profile without the intention of seeking further information outside the platform.

Best Performing Posts

Key Statistics - Facebook

LinkedIn activity remained low during the reporting period, with limited visibility and engagement due to the smaller follower base. Given the centre’s proximity to the University of Sydney, there may be an opportunity to develop content that resonates more with PhD students, academics and university staff. Similar to the approach suggested for ITAC, posts that connect exercise and wellbeing with academic productivity, research life and maintaining healthy routines during study or teaching may be more relevant to this audience. This type of content could help build awareness and encourage engagement with the page among the university community. *Note that custom LinkedIn content is not included in your plan, however suggestions on how these can look, can be found in the content library.