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Understanding Facebook Audience Insights

Audience Insights helps you learn more about the people that will see your ad before you actually spend any money on it by providing access to all of the data that Facebook has on everyone. Facebook is purchasing data from 3rd party data companies on Facebook users. So when you sign up for a Facebook account, Facebook doesn’t just collect data on what you do on the platform, they cross reference their users against data aggregators. This is the power behind this tool.

Specifically, audience insights allows you to build out the interests that you’re going to put into your Facebook PPC campaign by identifying a list of big brands who are competitors in a specific niche. This is because these are the people most likely to buy your products. You can make sure your ad only shows to fans of these competitors. This will increase the likelihood of your target audience liking what you do, and your ad generating a great return on investment.

You can add specific types of information about your target audience and what they like, and Facebook will build an audience for you and tell you how well the audience will perform based on the information that you select so you can determine whether you’re targeting the right kind of people.

For example, if you want to setup a page likes campaign, this tool allows you to put your ad in front of people who are fans of or have already engaged with Facebook pages that are similar to yours. So if you’re selling a coaching product on SEO, audience insights allows you to put your ad in front of people who have purchased similar products or services from top competitors. You’ll also be able to see what pages have been liked by people who like the competitors you’ve added to your list, and you can add these pages to your interest targeting when you’re building your ads.

This will give you insights into the demographic you should be targeting in your ad. Once you get Insights into your audience, you can use Power Editor to customize the audience you want to target in the campaign. It is aggregated information based on a variety of demographics, purchase behaviour, page likes, and Facebook usage.

Audience Insights allows you to break down audiences to learn a whole lot about them, including:

  • Age and Gender
  • Lifestyle
  • Relationship Status
  • Education Level
  • Job Title
  • Pages Liked
  • Location and Language
  • Activity on Facebook
  • Devices Used to Access Facebook
  • Household Income
  • Home Ownership
  • Household Size
  • Home Market Value
  • Spending Methods
  • Purchase Behavior
  • Type of Car They Drive

The goal of Audience Insights is to help marketers figure out how to best tailor their marketing messages to reach current and potential consumers across the social network. The tool allows marketers to acquire insights into three types of consumers:

  1. current target consumers (created inCustom Audiences),
  2. general Facebook users, and
  3. users who are connected to a particular Page or event.

You may have created a custom audience based on your website visitors. But how much do you know about the people that visit your website? Do you know things like what percentage are male vs. female; where they live; their household income; education level; and relationship status? Do you know what their top interests are, and where else they like to spend money? Do you know what other pages they like on Facebook and how active they are on the platform? Audience Insights can provide all of this information:

The Audience Insights tool was “designed to help marketers learn more about their target audiences by finding out more about what they like, and not just what they are interested in. For example a particular user may like books. However that doesn’t mean he or she likes all books. Audience Insights lets you know more specifically, what kinds of books are liked by that user.

Audience Insights help marketers in the following ways:

  • Understanding the demographics of your page audience vs. the entire Facebook population
  • Identifying the other pages liked most often by the audience that has liked your page
  • Viewing the lifestyle categories that index highest for your brand page audience

The data

Audience Insights is loaded with data coming from two different sources:

  • Data users share on their own on Facebook
  • Data provided by third-party companies and matched with Facebook’s records

You can use the Audiences Insights tool just like the Ad Creation tool, where you can enter various criteria to define your initial audience selection (e.g. married couples in the US, ages 25-50, with children ages 12 and under). With this base criteria established, marketers can get a 360-degree view of consumers’ Facebook behaviour including Page likes, interests, purchase and shopping behaviour, trends, location and language, as well as Facebook usage (how often they log onto Facebook and what devices they use to log on). You can measure affinity relative to the entire Facebook audience.

How to Use Audience Insights

To get the information you want out of the tool, follow the steps below:

  1. Your keyword: If you type in a broad topic such as golf into the interests box, this will narrow down the audience to the people who have indicated that they like golf. Note that in the main page, the grey box is all of Facebook, while the blue box are the people who like golf. However, using such a broad term will not provide users that are specific enough to market to. Rather than typing in something like golf, you’ll want to type in the name of a specific golf magazine. People that subscribe to a particular magazine are more likely to be more passionate about the topic than others who simply like the sport. This will give you a strong idea of the demographic you should be targeting in your ads. For example, if you see that a particular age group that is traditionally known to have more disposable income, then that is the age group you should be targeting in your ads.
  2. Lifestyle: This will give you an idea of the lifestyle of the target audience. are they parents, career-oriented, etc.
  3. Page Likes: This provides a list of the pages liked by your target audience. Check out the pages and take a good look at the type of content that is published on the page and the people who are commenting. What are they saying? It is really valuable to do this type of research.
  4. Location: This will identify the location of the users you have identified. You can see whether they are concentrated in a particular location or scattered across the globe. This will give you an idea of where to concentrate your marketing.
  5. Activity: This will let you know whether this particular group of people tend to like pages, post comments, share posts, like posts and click ads relative to the rest of Facebook. This will tell you whether the audience you’re targeting is highly engaged and the likelihood of getting a good response for your ad from them.
  6. Device Users: This will give you an idea of the largest segment of devices that are used, which will allow you to target your ad to the right devices. For example, if your users are logging in to both types of devices, it means you can advertise to those users on both types of devices. You’ll eventually want to segment the advertisement and display the same ad to both devices to see where your generating better results so that you can focus your ad spend on those devices. If more users are using Apple products than Android and the Mobile Web, it means they are paying more for brand products and are a more affluent group of people than the average.
  7. Household: This will give you an idea of the affluency level of your target audience in the United States only. You can see the home ownership, household income, household size (do they have kids?), average income, home market value, spending methods, etc. You’ll be able to see if they have kids. Take a look at their spending habits. This will tell you whether they are likely to spend money on what you are offering to them. Are they likely to spend more on things travel and entertainment, upscale department stores, etc. than the average Facebook user? Are they more credit card spenders than cash? If they are, it means they are more likely to splash the cash online than the average Facebook user.
  8. Purchase Behaviour:This will give you a clear indication of the purchase habits of your target audience so that you can target them effectively. You’ll get an idea of what that audience tends to spend their money on.

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