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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
66,114
(Consisting of 65,173 from ads and 1,275 from organic.)
Total: -36.3%
Paid: - 36.6%
Organic: -6.3%
Accounts reached shows the number of Instagram accounts reached in the last month. In May, a total of 66,114 accounts were reached, representing a -36.3% decrease compared to April. The majority of reach continued to be driven by paid ads (65,173), though paid reach declined by -36.6% month-on-month. Organic reach also decreased by -6.3% to 1,275 accounts, indicating that both paid and organic visibility were lower during this period.
Followers
1,275 followers
-57.9%
16 new followers
The account gained 16 new followers in May, bringing the total to 1,275, reflecting a -57.9% decrease in the monthly growth rate compared to April. The significant slowdown in follower acquisition is consistent with the reduction in overall paid reach during this period, as lower ad-driven exposure typically results in fewer new users discovering and following the account.
Profile Visits
380
-49.9%
The profile page was viewed 380 times in May, representing a -49.9% decrease compared to April. This substantial decline aligns with the broader reduction in paid reach during the period, with fewer users being exposed to content through ads, resulting in less traffic 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
2,053
-36%
External tap links recorded 2,053 in May, representing a -36% decrease compared to April. The decline is consistent with the reduction in paid activity during this period, as lower overall reach typically results in fewer users being directed to external pages via call-to-action elements. Despite the decrease, the volume of link taps remains relatively substantial, indicating continued outbound engagement from the profile.
Best Performing Posts
Week 3
Date: 19 May
Accounts reached: 567
Interactions: 37
Week 2
Date: 11 May
Accounts reached: 502
Interactions: 39
Week 1
Date: 4 May
Accounts reached: 408
Interactions: 25
Week 2
Date: 13 May
Accounts reached: 170
Interactions: 2
Week 1
Date: 6 May
Accounts reached: 113
Interactions: 2
Week 1
Date: 2 May
Accounts reached: 106
Interactions: 1
Week 2
Date: 10 May
Accounts reached: 82
Interactions: 2
Week 4
Date: 29 May
Accounts reached: 55
Interactions: 1
Key Statistics - Facebook
Numbers
Growth
(Compared to previous month)
Page viewers
208,518
-17.1%
Page visits
604
- 43.2%
Facebook recorded 208,518 page viewers and 604 page visits in May, representing decreases of -17.1% and -43.2% respectively, compared to April. Both metrics declined month-on-month, with the drop in page visits being particularly notable, suggesting that while a large audience continued to be reached, significantly fewer users proceeded to visit the page directly during this period.
The Views Breakdown shows total views of 390,701, down -36.6% compared to April, with paid advertising accounting for the vast majority (388,094, down -36.7%) and organic views contributing 2,607, up +1.7%. The reduction in ad-driven views is consistent with the overall decline in reach and page activity observed this 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 period. The scale of the decline suggests a meaningful reduction in paid activity compared to April.
Key Statistics - LinkedIn
LinkedIn page recorded 15 impressions in May, all from organic activity with no sponsored content running during this period. Impressions decreased by -28.6% compared to April, and no reactions, comments, or reposts were recorded, indicating limited active engagement this month.
The page currently has 8 total followers, with 3 new followers gained in the last 30 days, which is an improvement compared to the previous reporting period, when no new followers were gained. While the channel remains at a very early stage, this modest growth is an encouraging sign and maintaining consistent posting activity alongside proactive outreach will support continued development over time.
Conclusion
During May, performance across Instagram and Facebook declined compared to April, with both platforms recording lower reach and engagement levels. Instagram metrics softened across all measures, with reductions in accounts reached, follower growth, profile visits, and external link taps all consistent with a decrease in paid advertising activity during the period. Organic reach also eased slightly, indicating that visibility was lower across both paid and non-paid channels this month.
Facebook page viewers and page visits both declined month-on-month, with the Views Breakdown confirming a significant reduction in ad-driven views compared to April. Organic views increased marginally, which is a modest positive. Paid activity continued to account for the overwhelming majority of overall content visibility on the platform.
LinkedIn recorded a further decrease in impressions month-on-month with no active engagement during the period. The page gained 3 new followers in the last 30 days, which is an improvement on the previous month, and maintaining consistent activity alongside proactive outreach will be important in gradually building the channel's audience over time.
Overall, May was a softer month for Victoria Park Pool across all platforms, largely reflecting a reduction in paid advertising activity compared to April. Sustaining consistent paid promotion alongside organic content will be key to maintaining the visibility levels achieved in previous reporting periods.
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