Yes, Facebook Audience Insights Still Exists - Jon Loomer

The Facebook Audience Insights tool is still available - though with updated ... January 4, 2022 by Lucas Elliott - No Comments. Share via:. Genericselectors Exactmatchesonly Exactmatchesonly Searchintitle Searchintitle Searchincontent Searchincontent Searchinexcerpt PostTypeSelectors Hidden Hidden 5FacebookAdsTips:(FreeWebinar) 00Days:00Hrs:00Mins:00Secs FindOutMore Sharevia: Share Tweet Post Email IsFacebook’sAudienceInsightsAudienceInsightsisatoolthathelpsyoulearnmoreaboutanaudiencecomparedtothegeneralFacebookpopulation.Toolstillavailable? Inshort—YES!AudienceInsights*is*stillavailable,thoughsomewhat“rebranded”.Itlooksverydifferentfromthepreviousversionofthetool.Thefunctionalityisquitedifferent,also. Aquickbackground:Backinearly2021,FacebookannouncedthattheirAudienceInsightstoolwouldberemoved.Atthetime,thereweresuspicionsthatFacebookwouldreplaceAudienceInsightswithsometypeofyet-to-be-introducedfunctionalitywithintheBusinessSuitehub. However,notalladvertisershaveaccesstouseBusinessSuite.Thelackofclarityaroundthe“newtool”andthelackofconsistentaccesstoBusinessSuiteresultedinconfusionaboutwhetherornotAudienceInsightsremainsavailable. Inthisarticle,we’llexplainhowalladvertiserscanaccesstheupdatedAudienceInsightstool.We’llalsosharesometipsanddescribesomelimitationsinnew,currentfunctionality.Let’sgettoit. HowtoAccessAudienceInsights BusinessManagerhasageneraltoolcalled“Insights.”AudienceInsightsisnowasub-sectionofthattool. TheinstructionsbelowshouldleadyoutothemainAudienceInsightstoolregardlessofwhetheryouuseBusinessSuite.TheonlyrequirementisthatyouuseBusinessManager. First,besureyouareloggedintotheFacebookaccountyouusetoaccessyourbusinesspages.Then,gotobusiness.facebook.com.Fromthere,selectthestacked“hamburger”iconontheleftside—fromthetopoftheBusinessManagernavigationpanel: Yourinterfacemayincludeapop-upnoticelikethescreenshotabove.Thenoticeincludesadirectlinktothe“newInsightsTool.”YoucanusethislinktoaccesstheInsightstool,ORyoucannavigatethereviaalinkavailablefromthestackedselectordrop-down: Ifyoudonotsee“Insights”availableasoneoftheshortcuts,youcanscrolldowntheselectorscreentothe“Analyzeandreport”sub-section,whichshouldinclude“Insights”asalisted option: Youmaynoticethat“AudienceInsights”isalsooneoftheoptions.IfyouclickonAudienceInsights,itwilltakeyoudirectlytothe“Audiences”sectionoftheInsightstool.IfyouclickontheInsightstool,youcanclickon“Audiences”togettothesamesection. Essentially,eitheroptionwilleventuallygetyoutowhereyouneedtobe:enablingthereviewofbothcurrentandpotentialaudiences. CurrentAudienceDetails Onceyou’veselectedthe“Audience”option,you’llseeabreakdownshowingthecurrentaudienceforthepage(s)youhaveselectedinBusinessManager.Thisviewwillbreakdownageandgendersegments.ItwillalsoshowTopCitiesandTopCountriesdetailsacrossbothplatforms. YoucanchangethePageaudiencesyouareviewingfromthedrop-downatthetop.Ifyoudonotseeapageyouhaveaccessto,youcanadjusttheBusinessaccountbychangingtheselectionfromthefarleftbottomside.Thescreenshotbelowillustratestheseselectionoptions: Demographicdetailsmaynotalwaysappearforeverypage.Todisplaytheseaudiencedetails,apageneedstohaveatleast100likes/followers.Otherwise,you’llseeamessagelikethescreenshotabove:“DemographicDataIsn’tAvailable.” Whileit’sgreattoseethedetailsofyourFacebookandInstagrampageaccountaudiencesinasingleplace,thetruestrengthofthetoolistobeabletoviewtheoverallaudiencesacrosstheFacebookandInstagramplatforms,andtoexplorespecificsegmentsindetail.Readontolearnhow… TheRealPowerofAudienceInsights:PotentialAudience The“old”AudienceInsightshadrealanalyticalstrengthbyenablinganalysisofessentiallyanytargetableaudienceonFacebook.Thegoodnews:Youcangenerallystilldothistypeofanalysis. First,clickthe“Potentialaudience”tabfromthetop.Fromthere,you’llseeanoverallviewoftheFacebookandInstagramplatformsmatchingthedefaultfilters: Filterswillcontroltheestimatedaudiencesize,andbreakoutsegmentstherein.Thescreenshotaboveismydefaultview(yoursmaybedifferent).Beneaththe“Estimatedaudiencesize”rangeitshowsthesmalldescriptorforthefiltersthatwereappliedforthistotal.Thefirstfilterlistedismypresetdefaultgeography:theUnitedStates. Next,thesystemsimplymentions“2otherfiltersselected.”Thoseothertwofiltersare1)thedefault/presetage,and2)thedefault/presetgendersettings. Tomanagethesefilters,selectthe“Filter”buttononthetopright: Fromhere,youcanconfigurevariousinterestsoraudiencesegmentstobetterunderstandtheirimpactonestimatedaudiencesize.YoucanalsoexploreinformationsuchasTopPagesliked(thesearecommonalitiesamongyouraudience),andothergeneraldemographicdistributionacrossyouraudience. AnalyzingaPotentialAudience:Example TounderstandhowFiltersareusedtoanalyzeapotentialaudience,wecanworkthroughanexample. Forthisexample,I’vetypedin“JonLoomer”asaninterestintotheFiltersarea.Thesystemhasthensuggestedanexistinginterestresultcalled“JonLoomerDigital”: Afterclickingthesuggestedresult,theoverallaudienceinformationpopulates: AswellasLocationbreakouts: AndTopPageslikedbythisaudience: It’snotclearifFacebookisstillmakingchangestothisinterface.Fornow,Ihaveidentifiedafew“quirks”withthenewAudienceInsightstool.Someofthesehaveresultedinaffectedfunctionalityvs.theoldsystem—othersarejustabitodd. KeyLimitationsofthe“New”AudienceInsights 1)ThoughitwouldmakesensetoselectRegionsfromtheFilteroptions,thisdoesnotseemtobeavailable. Youcan,however,stillselectRegionswhencreatingAudiencesintheSavedAudiencesAsavedaudienceallowsaFacebookadvertisertosaveoften-usedtargetingsettingstoeasilyuselater.interfaceofBusinessManager,somyguessisthatadisconnectheremaybeadesignoversightwithintheAudienceInsightstool. Unfortunately,youcan’teasilyanalyzeregionaldatawithouttheabilitytoenteraregionwithinthelocationsfilter.Forexample,youcan’tenter“SouthAmerica”toquicklyseeabreakdownofallcountriesinthecontinent. Perhapsthemostsignificantshortfallfromthischangeisthatyoucan’tenter“Worldwide”asaregionofinterest.Previously,using“Worldwide”asthelocationfiltercouldillustrateanoverallplatform-wideaudienceacrossFacebookandInstagram.Thatsaid,youcanstillseparatelyentermultiplecountries. Conceivablyyoucanstillarriveatcomparableanalysisbyenteringalargenumberoflocationfilters,butyouhavetoenterthemone-by-one(asfarasIcantell).Thereisnooptiontoapplyfiltersinbulk. Ifyouhavefoundawaytoapplybulkfilters–oranalyzeaWorldwideaudienceinthetool–pleaseletmeknowinthecomments! 2)Thoughyoucan“Createaudience”atthebottomoftheFilterssection,itdoesn’talwayscorrectlysaveanewaudiencethewayyoumightwantitto. Intesting,I’vefoundthatanyaudiencesIsavewithintheAudienceInsightstoolsavetomy*personal*adaccount.ThishappensregardlessoftheBusinessAdAccountIamaccessingwhenviewingAudienceInsights.Iexpectthismayalsobeaprogrammingoversight,perhapssimilartothelackofRegiontargetingmentionedabove. 3)You*may*haveduplicationofaudiencesacrossFacebookandInstagram. ThisdependsentirelyonwhetherindividualusershaveconnectedtheirFacebookandInstagramaccounts.ThisissueisnotquitealimitationoftheAudienceInsightstool,butinsteadaresultofhowFacebook/Metatreatsaudiencesizeestimatessizeoverall.Here’showtheydescribethisinMeta’shelparticleonthetopic: “Note:IncaseswhereapersonhasconnectedtheirFacebookandInstagramaccountsinAccountsCenter,theirFacebookandInstagramaccountswillbecountedcollectivelyasasingleaccountforadsestimationpurposes.IfapersonhasnotconnectedtheirFacebookandInstagramaccountsinAccountsCenter,theiraccountswillbecountedasmultipleaccountsforadsestimationpurposes.” LostFunctionalityvs.the“Old”AudienceInsights” 1)PageLikeIndexingisnotavailableinthenewinterface. Theoldversionenabledadvertiserstoassesshowlikelyanaudiencememberwastolikeaspecificpagevs.thegeneralplatformaudience(JoncoveredanexampleofthisinanolderarticleaboutAudienceInsights,inthe“Demographics”sectionofthatarticleincaseyou’recurious).Thatfeatureisnolongeravailable. Perhapsmanyadvertiserswereconfusedbythispreviousfunctionalityduetothewaythegeneralplatformaudiencewasdefined.Thelittle-usedfunctionmaynotbetoogreatofaloss.Thatsaid,inthecurrentversion,theTopPagesformanysegmentsoftencontainsthesamecoregroupofpages.TheseareoftenpopularpagesthatjusthappentobeverylargeonFacebook.Duetotheirlargeaudiencefollowing,thesepopularpagesaremorelikelytoappearasacommonalityamongvariousaudiencesegments.SomeexamplesoftheseskewedcommonaudiencesmightincludepagessuchasWal-Mart,Amazon,andTasty. 2)AvarietyofpreviouslyavailableaudiencebreakdownsBreakdownisawaytogetinsightsintoyouradperformancerelatedtotime,delivery,action,ordynamiccreativeelement.arenolongerpresented. TheoldversionoffereddetailedcomparisonviewssuchasRelationshipStatus,EducationLevel,andPlatformActivity.Thesearenolongeravailable.TheredoesnotappeartobeaworkaroundormanualwaytoaccessthisinformationwithinthecurrentformofAudienceInsights.Someofthesedatapointswereinterestingforabetterunderstandinganaudience,sothischangeisanetloss. So…IsAudienceInsightsstillusefulinitsupdatedform? TherearedefinitedifferencesversuswhatwaspreviouslyaccessibleviaAudienceInsights.However,potentialbenefitsremainfromusingthetoolinitsupdatedform.Herearesomeexamples: 1)UnderstandinganInterest.YoumaybepopulatinganaudienceinAdsManagerandwonderhowrelevantaparticularinterestisforyourbusiness.Youcouldofcoursetesttheperformancebyaddingittoyouradtargeting.However,itcouldbeusefultohavetheabilitytodigintoAudienceInsightstoanalyzetheaudienceingreaterdetail. 2)CheckingOurBiases.I’vefoundthatweoftenassumeaparticularinterestcontainsmoreofaspecificdemographicsegment.Forexample,assumingthataspecifictopicismadeupofmorewomenversusmen,orfeweryoungerpeopleversusolder,ormorepeopleinacertainstateorcityversusanother.AudienceInsightsallowsustoquicklychecktoseeifourassumptionsarecorrect.Inmanycases—realitymaybequitedifferentfromwhatweexpect! 3)CommunicatinganOpportunity.Ifyou’veeverhadtroubleconvincingaclientorpartnerthatFacebookand/orInstagramhavealargeenoughaudienceforacertainsegment,theAudienceInsightstoolmightbeafantasticresourcetoquicklyillustratethesignificanceofaparticularaudience.Youcanevensitside-by-sidewithsomeoneanduselivedatatoindividuallycomparedifferentinterestsandaudiencesinrealtime.ThoughgeneralaudiencesizeinformationisalsoavailablebybuildingaSavedAudience,thedynamicdemographicbreakoutfunctionalityfromAudienceInsightsaddsadditionalcontext. OtherResources Isgoingdownthe“rabbithole”ofaudienceanalysisparticularlyinterestingtoyou?Foranotherangle,wecanidentifyoverlapbetweenaudiencestobetterunderstandrelationshipsbetweengroupsofpeople.Thankfully,that’sonetechniquethatwestillhaveaccessto(fornow).Formoreinfo,youcancheckoutthisarticlefromJon. YourTurn Whatinterestingfindingshaveyoucomeacrosswiththe“new”AudienceInsightstool?         Sharevia: Share Tweet Post Email SignuptomyNewsletterJoinmorethan100,000marketersandsubscribetomymailinglisttokeeppaceintheworldofFacebookadvertising! Yes,IwouldliketoreceiveemailsfromJonLoomer FirstName* Email* SignUp Clickheretoviewourprivacypolicy. LiveTrainingAdsManagerReportingMasterClass JonLoomer LearnhowtoextractvaluableandactionableinformationfromAdsManagerandcustomAdReports SignUpPHCPowerHittersClub JonLoomer BOOSTyourFacebookMarketingSkills ThePHCprovidesmemberswithaccesstohundredsofadvertiserswhohavedonewhatyou’retryingtodo,haveworkedinyourindustryandwhocanpullfromvaluableexperience. 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