Social Media Analytics Data (Audit 9)
Meta Business Suite analytics extract for 28-day period (Feb 27–Mar 26, 2026). Primary source for understanding platform performance, audience demographics, and engagement trends.
Platform Summary
| Metric | ||
|---|---|---|
| Lifetime followers | 10,522 | 14,961 |
| New follows (28d) | 45 (↓26.2%) | 362 (↓29.7%) |
| Unfollows (28d) | 16 (↓40.7%) | 116 (↓8.7%) |
| Net follows (28d) | +29 (↓14.7%) | +246 |
| Views (28d) | 110.6K (↓25.4%) | 242.5K (↓15.4%) |
| Unique viewers | 50,281 (↓21.3%) | — |
| Reach (28d) | 7.0K (last week only) | 50K (↓9.4%) |
| Interactions (28d) | 621 (↓36.5%) | 5,200 (↓13.8%) |
| Page/Profile visits | 2.4K (↓30%) | — |
| Response rate | 37.5% (↑37.5%) | 63.7% (↑29.7%) |
| New contacts | 6 (↑100%) | 34 (↓29.2%) |
Content Output (Last Week: Mar 15–21)
Total: 165 pieces published
- Facebook: 7 posts, 76 stories
- Instagram: 7 posts, 75 stories
Pattern: High story volume (75–76/week) but low post volume (7/week). Stories disappear after 24 hours, limiting long-term visibility.
Platform-Specific Performance
Facebook Detailed Metrics
- Video 3-sec views: 803 (↓84.9%) — severe decline
- Watch time: 4h 54m (↓85.6%) — severe decline
- Conversations: 8 (↓20%)
- Audience size: 10,522 followers (9% of Instagram)
Video collapse: Facebook video engagement has deteriorated sharply. Current video strategy underperforming.
Instagram Detailed Metrics
- Video 3-sec views: Not reported separately
- Reach from non-followers: 42,998 of 50K = 86% (strong discovery)
- Conversations: 146 (↓3.9%)
- Response rate: 63.7% (acceptable vs FB’s 37.5%)
Discovery strength: Instagram reach heavily from non-followers indicates strong algorithmic amplification.
Audience Demographics
- Gender: Women 59.2%, Men 40.8%
- Age (peak): 35–44 (34%), 45–54 (24%), 25–34 (22%)
- Geography: Melbourne 73.9%, Sydney 1.7%, Geelong 1.6%, Adelaide 1.1%, Ballarat 1%
- Country: Australia 98.1%
- Gender: Women 59.7%, Men 40.3%
- Age (peak): 25–34 and 35–44 (both ~20–22%), younger skew than FB
- Geography: Melbourne 75%, Sydney 2.7%, Adelaide 1.2%, Geelong 1.1%, Brisbane 1.1%
- Country: Australia 92.7% (more international than FB)
- International: US 1.1%, UK 1%, NZ 0.4%
Insight: Instagram skews younger and has more international reach than Facebook.
Key Observations
- Instagram is primary platform — 14.9K followers vs FB’s 10.5K; 8x more interactions
- All metrics declining month-over-month — 15–36% drops across board (concern for engagement trends)
- Video performance collapsed — 85% decline in Facebook video views/watch time (platform issue or content quality)
- High content velocity, low engagement — 165 pieces/week but declining engagement suggests content quality or relevance issue
- Instagram discovery strong — 86% reach from non-followers indicates algorithm is working; awareness-building is functional
- Response rate disparity — IG acceptable (63.7%), FB poor (37.5%)
- Story-heavy, post-light — 75–76 stories/week but only 7 posts/week; short-form strategy dominates
- Follower growth slowing — both platforms declining (IG ↓29.7%, FB ↓26.2%)
Interpretation for Strategy
Positive signals:
- Instagram discovery algorithm working (86% non-follower reach)
- Acceptable response rates on IG (63.7%)
- Social audience size (25K combined) is meaningful for venue’s scale
Concerns:
- Declining engagement across all metrics (suggests content/relevance issue)
- Facebook video strategy severely underperforming (reconsider format)
- Declining follower growth (retention/appeal issue)
- High content velocity not translating to engagement (burnout risk)
Implications:
- Focus on Instagram; consider Facebook as secondary cross-post channel
- Quality over quantity: reduce story volume, improve post quality and relevance
- Monitor video content; shift format if underperforming
- Investigate why engagement declining despite high content output
Source: Meta Business Suite export, 28 March 2026.
See related pages: Social Media Presence, Content Calendar.