How To Use Facebook's Audience Insights Tool To Find The ...

To get started with Audience Insights, head to your Facebook Ads Manager or Business Manager tools menu, scroll down to the “Analyze and Report” section, and ... 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ThinkofFacebookAudienceInsightsasyourpersonalportaltoFacebook’svasttroveofaudiencedata.Hereyou’llfindtheinsidescooponthepeoplebehindtheprofilepictures—whotheyare,wheretheylive,howtheyuseFacebook—soyoucanbettertargetthemwithyouradsandposts.WhetheryoucreatecampaignswithFacebookAdsormarketorganicallywithFacebookposts,understandingyouraudienceinsightsiskey.Theseinsightshelpyouunlockaccuratetargetpersonas,growyouraudience,andincreaseengagement.Inthisarticle,wecovertheA-ZoftheAudienceInsightstool,alongwithallthewaysyoucanuseittotuneinandstreamlineyourFacebookmarketing.TableofContentsWhatisAudienceInsights?HowtofindAudienceInsightsHowtouseAudienceInsightsHowtoanalyzeAudienceInsightsHowtosaveaudiencesHowtouseInsightsinyourstrategyContentsWhatisAudienceInsights?HowtofindAudienceInsightsHowtouseAudienceInsightsHowtoanalyzeAudienceInsightsHowtosaveaudiencesHowtouseInsightsinyourstrategyMakestunningvideosreallyeasilyTryBiteableforfreeWhatisFacebookAudienceInsights?ThesolepurposeoftheAudienceInsightstoolistoconnectFacebook’saudiencedatawiththebusinessesandadvertiserswhobenefitfromhavingit.AudienceInsightsdeliversadetailedrun-downontheFacebookaudiencesofyourchoosing.Withtheoptiontofilterbydemographicsandinterests,youcannarrowdownthedatamostrelevanttoyourbrand.Inshort:itisanunbeatableresourceforFacebook’saudienceresearchdata.UsethisdatatolearnmoreabouttheinterestsandhabitsofFacebookusers,thengrouptheseusersintosavedaudiencesforfutureFacebookAdstargeting.HowtofindAudienceInsightsonFacebookTogetstartedwithAudienceInsights,headtoyourFacebookAdsManagerorBusinessManagertoolsmenu,scrolldowntothe“AnalyzeandReport”section,andclickon“AudienceInsights.”Orheadstraightthere:AudienceInsightstoolIfyou’renotalreadyfamiliarwithAdsManager,takealookatourGuidetoFacebookAdsforthequickhow-toonsettingupaBusinessManagerandAdsManageraccount.HowtouseFacebookAudienceInsightstoolTheFacebookAudienceInsightstoolispleasantlyuser-friendlyandrelativelyintuitivetonavigate.Youshouldn’thavetoomuchtroublefindingyourwayaround.WhenyoufirstopenAudienceInsights,you’llbemetwithapop-up.Thispop-uppromptsyoutochooseanaudiencetogatherinsightson.Youroptionsare:EveryoneonFacebook.It’swhatitsaysonthetin.Butdon’tworry,we’llshowyouhowtofilterthedatadownto…not3billionpeople.Peopleconnectedtoyourpage.Peoplewholikeyourpage.Orifyouprefer,peoplewhoaren’tconnectedtoyourpage.Ifyouwanttobettertargetpeoplewhoalreadylikeyourpage,choose“peopleconnectedtoyourpage.”Todelveintothedataaboutnewaudiencesrelevanttoyourbrand,clickon“everyoneonFacebook”andstartfiltering.FacebookAudienceInsightsfiltersTohelpyougetanin-depthviewofyourtargetaudience,Facebookoffersarangeoffilters.You’llfindthesefiltersdowntheleftsideofAudienceInsights,underneath“CreateAudience.”TheAudienceInsightsfilterscoverfivecategories:Location,AgeandGender,Interests,Connections,andAdvanced.LocationUnsurprisingly,locationallowsyoutofilterbycountry,region,orcity.Ifyourbusinessislocation-basedorifyouaremarketinganin-personevent,applythelocationfilter.Thisletsyouseedatarelevantonlytothepeoplewholiveinthatlocation.AgeandgenderYoucanalsocontrolforagerangeandgender.Dependingonwhoyourbrandhopestoreach,chooseanagerangebetween18and65+.Next,setthegendertomen,women,orall.(Theonlythreegenderfilteringoptionsavailableatthemoment.)Ifyouaren’tsureaboutyourtargetageandgenderjustyet,leavethesefiltersas-isandletthedatapointyouintherightdirection.InterestsTheinterestsfilterisallaboutwhatFacebookuserslikeandengagewith.Facebookdeterminesauser’sinterestsbasedonthepagestheylike,thecontenttheyview,andtheadstheyclickon.There’saninterestcategoryforjustabouteverything—fromnailarttogardengnomes,tofutoaccounting.Chooseoptionsfromthedrop-downmenuorsearchforspecificinterestsrelatedtoyourbrand.Theinterestsfiltercomesinhandymostwhenlookingatinsightsoutsideyourexistingconnections.Ifyousellhotsauce,takealookatFacebook’sAudienceInsightsforpeopleinyourareawhoareinterestedinhotsauce.Ifyouridealcustomerbaselovestocook,filterbypeopleinterestedincookingtolearnmoreaboutthem.Keepinmindthataddingextrainterestsdoesn’tfilterdowntopeoplethatlikehotsauceandcooking—itshowsyoudataforpeoplewholikehotsauceaswellasthedataforpeoplewholikecooking.Themoreinterestsyouadd,thebroaderyouraudienceislikelytoget.ConnectionsConnectionsletsyoufiltertofocusonpeoplewholikeordon’tlikeyourpage.Choosethepageyouwanttoincludeorexclude,andFacebookdoesthedatalegworkforyou.AdvancedfiltersHiddenunderFacebook’s“advancedfilters”drop-downareafewmoreaudienceinsightoptionsthatwon’tberelevanttomostpeople.But,ifyou’retargetingparentswithchildrenofacertainageoronlypeoplewhoworkinhealthcare,itmightbeworthventuringintoadvancedfilterterritory.Withintheadvancedfilters,youcanfiltervia:Language.FilterbytheprimarylanguageFacebookusersspeak.Relationshipstatus.Showdataspecifictouserswhoaresingle,inarelationship,engaged,ormarried.Education.Filterbylevelofeducation.Pickbetweenhighschool,college,andgradschool.Work.Finddataonpeopleworkinginspecificindustries.Marketsegments.Ifyoucreatedyourbrandorproductwithaspecificcultureorethnicityinmind,youmightfiltervia“multiculturalaffinity.”FacebookcurrentlyonlyoffersfiltersformarketsegmentswithintheUS.Parents.Targetinsightsonallparentsorparentswithchildrenofacertainage.Politics(USonly).Politicsshowsyoudataforuserswithspecificpoliticalleanings,fromveryconservativetoveryliberal.Lifeevents.Seeinsightsonpeopleatspecificmomentsoftheirlives.Sellingamemorybook?Targetpeoplelivingawayfromfamily.Haveanewstressballonthemarket?Takealookatpeoplewhojuststartedanewjob.Becautiouswiththeadvancedfilters.Themorenicheyouget,thelessdatathere’slikelytobe.Whentheaudienceistoosmall,Facebookwon’treturnanyinsights.Ifthishappens,tryremovingafilterortwo.HowtoanalyzeFacebookAudienceInsightsNowthatyou’refamiliarwithhowFacebook’sAudienceInsightsfilterswork,let’sexplorewhatyoucandowiththem.Asanexample,let’ssaywesellyogamatsthatshiptotheUSandCanada.We’llstartbyfilteringforpeopleinterestedinyogawholiveintheUSorCanada.Ifourbuyerpersonais‘busyparentstryingtosqueezeinaworkoutduringtheday,’wecanheadtotheadvancedfiltersandfilterforparentsofchildrenundertheageof12.Andjustlikethat,we’releftwithawholelotofusefuldatatodiginto.AhelpfulfeatureofAudienceInsightsistheeasyvisualwaytocompareyourfilteredaudience(blue)toeveryoneonFacebook(gray).Thishelpshighlightanyareasworthinvestigating,aswellasareaslackinginopportunityforyourbrand.Toanalyzetheinsights,takeatourofthetabsacrossthetopofAudienceInsights:Demographics,PageLikes,Location,andActivity.DemographicsDemographicsiswhereyoufindinsightintowhoyouraudienceis.Thedemographicstaboffersinsighton:AgeandgenderRelationshipstatusEducationlevelJobtitleAllofthesearemightyhelpfulforcreatingbuyerpersonas,targetingyourads,andknowingwhichtypeoforganiccontentyouraudienceismostlikelytorespondto.Let’stakealookatouryogaparentsasanexampleofwhatyoumightfindinyourowninsights.Ourfilteredaudienceis:Overwhelminglywomen(90%!)Aged25-44LikelytobemarriedCollege-educatedTheseinsightsresultinaprettysoliddemographictotarget.Nowweknownottowasteouryou’re-a-busy-parent-so-buy-a-yoga-matadbudgetonmen,orthewomenunder25,whoaren’tlikelytoconvert.PageLikesPageLikesshowsyouthetopFacebookpagesandpagecategoriesyourfilteredaudienceconnectswith.Thisgivesinsightintothetypesofcontentyouraudiencefindsmostvaluable.Takealookatwhatthesepagesoffer,andconsiderincorporatingthebestbitsintoyourownmarketing.There’sagoodchancepopularpagesarealldoingsimilarthings.We’renotpsychics,butwesuggestkeepinganeyeoutforthingslike:Lotsofrelevant,originalvideocontentMeaningfulpoststhatencourageconversationinthecommentsAconsistent,frequentpostingscheduleForouryogaparents,theirmostpopularpagesrelatepredominantlytochildrenorparenting.Inotherwords,creatingvideosorwrittencontentaroundtopicslikestayingactiveasaparent,orchild-friendlyyogaposes,mightbeagoodavenuetoexplore.WatchFullScreenCreatevideosthatdriveactionActivateyourcustomersorteamwithimpactful,on-brandvideos.MakeavideoLocationUselocationinsightstonarrowdownpotentialuntappedmarketsorareasworthinvestingmoreadbudgetbehind.Facebookoffersinsightintothetopcities,countries,andlanguages.Explorewherethepeoplewithinyourtargetaudiencelive,andconsiderfocusingyourcampaignsinthoselocationsiftheopportunitylookspromising.Forexample,ifyou’relookingtosellyogamatstobusyparents,itseemsSt.LouisCounty,Missouriiswhereit’sat.Gofigure.ActivityIfyou’replanninganadcampaign,thisiswhereyou’llreallywanttostarttakingnotes.Activityshowsyouhowfrequentlyyourfilteredaudienceengageswithpostsandads,andwhatdevicestheyusetoaccessFacebook.Activityletsyouinonyourchancesofconversionsuccesswithaparticularmarket,aswellaswhethertooptimizeyouradsandcontentfordesktopormobile.Usingourhypotheticalexample,youcanseehowouraudiencecomparestothatofthegeneralFacebookpopulation.Greatnewsforhypotheticalus:they’reclick-happyandalmostthreetimesmorelikelytoengagewithFacebookcontent.Theevenbetternews:themediannumberofadsclickedis50,vs.theaverage18formostFacebookusers.ThrowingadecentadbudgetbehindthistargetaudienceisverylikelytoreturnasolidROI.Notsurprisingly,mobiletakesthecrownforthemostuseddevice,makingitagreatideatooptimizeouryogamatadformobileviewing.HowtosaveaudiencesinFacebookAudienceInsightsOnceyou’vefoundafilteredaudienceyouwanttocomebackto,clickthe“save”buttonatthetoptokeepitforfutureuse.Giveitanameandclick“save”again.YoucanfinditlaterintheFacebookAdsManagerAudiencessection.Ifyou’rereadytocreateanadcampaigntargetingyournewaudiencerightaway,clickthegreen“CreateAd”button.ThistakesyoustraightintoFacebookAdswithyourtargetaudiencedetailsalreadyset.HowtouseAudienceInsightsinyourstrategyYouknowyourwayaroundAudienceInsights.Nowit’stimetoletFacebookdosomeoftheheavylifting.UseAudienceInsightsinyourmarketingstrategyforup-to-datedatabasedonusers’real-timeFacebookactivityandinterests.BuildbetterbuyerpersonasDon’tbuildyourbuyerpersonasblind.Use.The.Data.DelveintoFacebook’sAudienceInsightsforinformationaboutyourtargetaudience,andkeepupwithhowthataudiencechangesovertime.Themoreaccuratedatayouhaveonyourbuyerpersonas,themorerelevantthecontentyoucancreateforthem,andthebetteryourchancesofscoringengagementandconversionsonyourtargetedads.CreatenewaudiencesBranchoutfromyourbuyerpersonasorscaleyourtargetaudiencebyusingFacebook’sAudienceInsightstofindbrand-newaudiences.Spendtimeresearchingdifferentinterestsrelevanttoyourbrand,ortakealookattheinsightsforusersinterestedinyourcompetitors.Sussingoutwhatyourcompetitors’audiencelookslikehelpsshineaspotlightonanyareasofthemarketyoumightbemissingdemographic-wise.It’salsoworthlookingattheir“PageLikes”tab.Whatelsearetheseusersinto?”Godowntherabbitholeofrelatedintereststobroadenthenetforyourpotentialaudience.Keepaneyeonthecompetition’scompetitionTypeknowncompetitors’brandnamesintotheinterestsfiltertopopulatethe“PageLikes”datafortheiraudience.Chancesare,you’llfindalistofotherbrandssimilartoyourown.Whichpagesdoyourcompetitor’saudiencefindthemostvaluable?Whatarethosepagesdoing?Gotothetoppagesandtakealookatwhatcontentthey’reoffering.TakenoteofwhatworksandconsiderincorporatingitintoyourownFacebookstrategy.OptimizeforFacebookAdscampaignsBeforelaunchinganewFacebookAdscampaign,reviewtheinsightsforyourintendedaudienceandoptimizeyouradtosuit.Takealookat:IsyouraudienceusingFacebookonmobileordesktop?Optimizethevisualsofyouradfortheirpreferreddevice.Howlikelyisyouraudiencetoclickonanad?Don’twasteyourtimeonaudienceswhostatisticallywon’tclick.Aretherespecificlocationsworthtargetingoverabroaderaudience?Ifonecitystandsoutfromtherest,takenoteandtarget.Don’texperimentwithyouradbudgetonthelinewhenAudienceInsightsisreadytobeyourcrystalball.MakeyourAudienceInsightscountCreateavideomadeforyourtargetaudiencewiththeBiteableonlinevideomaker.Turnwhatyouknowaboutyourcustomersintoavideoadtheywon’tbeabletostopthemselvesfromwatching.Startwithaready-to-editvideotemplateorablankcanvasandcreateaprofessional-qualityvideoadinthetimeittakestofine-tuneyouraudiencefilters.MakeamasterpieceinminutesJointhe9M+peoplewholoveBiteableMakeavideo