Social media is now enabling brands and businesses the power to directly connect and interact with their customers. However, to make sure this social engagement and interaction are worth the effort, business owners need to narrow down on the details that produce the desired results and continually seek to optimize those details. The more customer insights your business has, the better it’s equipped to deliver meaningful content to people.
If you are not already a Facebook’ business user’, you will first reed to create your business page. Then, within the Facebook Ads Manager, locate Facebook Audience Insights.
Using Facebook Audience Insights
The free Insights tool provides you with a huge amount of behavioral and demographic data about your audience as well as that of your competitors.
Defining Your Seed Audience
Facebook is a data powerhouse that you need to leverage. Use Audience Insights for testing and narrowing down your audience to perfection. With the Audience Insights, you can select which types of audiences you want to analyze, depending on the kind of campaign you’re running.
The options available to you include:
- Everyone on Facebook
- Those connected to your Business page
- A custom audience
The Audience Insights Tool is designed to assist in segmenting your audience or target market on the basis of different demographic details ad preferences.
Although you initially selected your seed audience on joining Audience Insights, if you wish, you can still modify that under “Connections”. If you are running multiple pages, you can select the individual Page and also exclude others.
Location and Language
You can narrow down your seed audience further by excluding or including specific locations. It helps to know where people live and what language is spoken in areas where you want to market your stuff.
Age and Gender
For user age, Facebook only allows 18 years or older. Select the age range that matches with your audience personas and research. The same applies to gender.
If you are not sure about those particular demographics, you may leave that section blank for the time being. As your business gains more insights, you may want to revisit those details and update. Think of Insights as a process, not an event. You learn as you grow.
Under “Interests” you may want to include the same interests you target when setting up your Facebook Ads. However, note that it’s possible to add multiple interests, but not exclude interests. This demographic comes with lots of options.
Pages to Watch
Pages to Watch compares your Page with a couple of other Pages you are keeping tabs on. Clicking on any of the Pages shows you the top posts on that specific Facebook Page for the current week.
The Page Summary displays the key metrics of your Facebook Page for the last week (7 days) such as Likes, Reach, Post Engagement, who saw/responded to your event, and the general demographics of your seed audience. Page Summary also tells you about the percentage change from the previous seven days and displays graphs for that period.
Facebook Audience Insights are designed to help you get a better understanding of how your Facebook content resonates with your audience. They tell how your Page is performing and provide you with an overview of how your overall strategy is performing.