How to Use Facebook Audience Insights for ... - Sprout Social

How to Use Facebook Audience Insights ... Audience Insights is a function within the Facebook Ad Manager. You can find it by clicking the drop ... Closenavigation Sendusanemail Sendusanemail Whoareyoutryingtocontact? Sales Support Other "Closethisform" "Closefiltermenu" Filterby Topic AllTopics AllCareerGrowth   Diversity,Equity&Inclusion   Leadership   LevelingUp   MarketingDisciplines AllMarketingInsights   CultureStrategies   CustomerExperience   DigitalTransformation   What'sNext AllNetworks   Facebook   Instagram   LinkedIn   OtherPlatforms   Pinterest   ReviewSites   SocialPlatforms   TikTok   Twitter   YouTube AllSocialMedia   Branding&Creative   CommunityManagement   CompetitiveStrategies   CustomerCare   EmployeeAdvocacy   ReviewManagement   SocialCommerce   SocialListening   SocialMediaAdvertising   SocialMediaAnalytics   SocialMediaContent   SocialMediaEngagement   SocialMediaPublishing   SocialMediaScheduling   SocialMediaStrategy   SocialMediaTrends   SocialSpotlight   TeamCollaboration   Video AllSproutSocial   SproutEngineering   SproutinAction   TeamSprout   Updates&Enhancements FutureofMarketing Type AllTypes CaseStudies Guides DataReports Interactive Templates&Tools Webinars Industry AllIndustries Agency ConsumerGoods Finance&Banking Food&Restaurants Gaming&Esports Government Healthcare HigherEducation Legal Media&Entertainment Nonprofit RealEstate Recruiting Retail Sports Technology&Software Travel&Hospitality ExperienceLevel AllExperienceLevels Beginner Intermediate Expert Search FilterResults Reset Filter ShareTwitterFacebookLinkedInEmailCopyLinkShareResource Socialmediagivesustheabilitytoconnectbrandsdirectlytotheircustomers.SocialplatformslikeFacebookaregreatchannelsthroughwhichyoucaninteractwithyouraudience,andtailorcontenttomeettheircurrentneedsorinterests. Buttomakesureallthisinteractionandsocialengagementisworthit,youneedtodrilldowntowhatdetailsreallyproducetheresultsyou’reseekingandcontinuallyoptimizeforthose. ThisiswhyreviewingFacebookAudienceInsightsandthevastamountofuserdatathesocialnetworkoffersissoimportant.So,tohelpyouonyourdivedownintothesocialdataabyss,here’showtouseFacebookAudienceInsightstoimproveyourtargeting. ThePowerofSocialMediaData Themoreyouknowaboutyourusers,thebetteryoucantargetthemwithcontenttailoredtotheirpreferences.TheendresultismoreengagementonyouradsandamuchbetterROI. YoucanalreadyrefineaudiencesinyourFacebookAdManagerbasedonaslewofdifferentdatapoints,suchas: Demographics Geographics Gender Timeuserisactive Device Interests Themoreofthesedatapointsorlayersyouusetorefineyouraudience,thesmalleritwillbecome.However,yourcampaignwillbemuchmoretargetedtoaspecificuser.Aslongasyoudon’tjumpthegunandaddtoomanylayersbeforehavingsomedatatobackupdoingso,thiscouldbebeneficialinafewdifferentways. Forinstance,youradspendshouldbelower,becauseyou’retargetingasmalleraudienceandnotdrivingunqualifiedengagements.Basically,thishelpsloweryourcostperaction(CPA). Notonlythat,italsohelpsyouexpandyoursuccessfulaudiences.So,evenifyou’vefoundanaudiencethatworkswellforyou,youcanuseAudienceInsightstofindmorerelatedinterestsandtopicstohelpscaleyourcampaign. HavingtouchedbrieflyuponthebenefitsofusingAdManagertocreatemoretargetedaudiences,we’llmoveontoanactualwalk-throughofsomeoptionsyouhavefordoingthis. HowtoUseFacebookAudienceInsights AudienceInsightsisafunctionwithintheFacebookAdManager.Youcanfinditbyclickingthedropdownmenuunder“Tools.” TheAudienceInsightsToolwillhelpyousegmentyourdefined“seed”audiencebasedondifferentpreferencesanddemographicdetails. Ifyou’relookingtotestnewwaterswithinyouraudienceandtryoutsomenewcontentoroffers,thisisagreatresourcetotapintermsofwhattrendsandtopicsmightinterestyouraudience. DefiningYourSeedAudience Onceyou’reintheAudienceInsightstool,youcanselectwhichaudienceyouwanttoanalyze(inageneralsense).You’llbegiventheoptiontopickbetween: EveryoneonFacebook Peopleconnectedtoyourpage Acustomaudience Dependingonwhatcampaignyou’rerunning,you’llwanttopickdifferentoptions. Forexample,ifyouhaveanemaillistyouwanttouseforremarketing,youcancreateacustomaudiencefromthat.Ontheotherhand,ifyou’relookingtoboostsocialconversionsforyourcurrentfollowers,you’llprobablywanttotargetusersconnectedwithyourpage. Then,startbyusingthesidebartorefineyouraudiencebasedonthebasicparametersofyouraudience.Thingslikeagerange,country,genderandotherbasicstatswillbeincludedhere. Onceyou’velookedthroughdimensionsofsomeofyourmoresuccessfuladcampaigns,youcanreallystarttolayeryourtargetingtogetspecificwithwhoyou’rereachingbyclickingthroughtothe“Advanced”dropdownmenu. Asyoucanseeintheimageabove,therearequiteafewdifferentuserqualitiesyoucanusetonarrowyouraudience: Connectiontoyourpage Education Relationshipstatus Work JobPosition Politics Essentially,thisiswhereyoucangetrealcreepywithyourusertargeting.Anddon’tworry,that’sagoodthing. Atthispoint,manyhaveacceptedtheinternetknowsallandseesall.Remembertheuseragreementandtermsyouclickedtoacceptwithoutreading? NowtheAudienceInsightstoolwillstartgoingtoworkforyouonthisnewtargetedaudiencetoshowyouwhatthey’llfindthemostinteresting,orperhapsnotsointeresting. TopPerformingCategories&Pages IfyounavigatetothePageLikestab(justtotherightofDemographics)you’llbeabletoseeatheTopCategoriesforwhichyouraudiencewillmostlikelyengage. Thisofferspowerfulinsightsinandofitself,buttheAudienceInsightstooldoesn’tstopthere.Itwillalsoshowyouwhichpageswithinthesecategoriesusershaveliked,whichhelpsyoutailoryourcontentandcampaignstotheirpreferences. Forexample,ifyouweretoseeinAudienceInsightstheTopCategoriesshowsyouthatyourusersfollowdietaryandwellnesspages,youcancreatecontentaroundthenewesthealthtrendsfor2018toreallyengagewithyouraudience. Ofcourse,thisisjustasimplelistofsuggestionsthatFacebookisgeneratingforyournewaudience.Itwouldbereallygreatiftherewassomeactualdatainregardstotheirrelevance,orsomething,right? Goodthingthereis. Ifyouscrolldownabitwithinthetool,you’llactuallyseealistofpagesrankedbytheirrelevanceandaffinity. RelevanceVersusAffinity ThesetwotermsareverycloselyintertwinedwithintheAdManager,butunderstandingthedifferencebetweenthetwocanbeveryhelpful. Facebookdefines“relevance”as: ThePagesthatarethemostlikelytoberelevanttoyouraudiencesbasedonaffinity,Pagesize,andthenumberofpeopleinyouraudiencewhoalreadylikethatPage. Whiletheydefine“affinity”as: HowlikelyyouraudienceistolikeagivenpagecomparedtoeveryoneonFacebook. Thebigdifferencehereisthatrelevanceissomewhatdeterminedbyaffinity.Becauserelevanceisdeterminedbyaffinityandthenumberofpeopleinyouraudiencewhoalreadylikethepage,therecanbesomeoverlap. Basically,ifyouseeapagewithahighaffinity,it’sverylikelypeopleinyouraudiencewilllikethatpage,orhavelikeditalready. Ifyou’regoingforlikesinthecampaignthatyou’vecreatedthisnewaudiencefor,thisisagreatsourceofhelpfuldatayoucanuse.Byknowingwhichpageshavethehighestaffinityforyournewaudience,youcantailoryourownpagesandFacebookadstocatertotheseusers’preferences. Youdon’tjustwantyourcontenttoberelevanttousers.Youwantittoengagethemandgeneratelikes,followsandhopefullyconversions.ThisiswhyaffinityissuchanimportantmetricinsteadofjustgoingoffofFacebookrankingpagesbyrelevance. ByusingrelevanceandaffinitywithinAudienceInsights,youcanstarttodosomequicktestinginyourorganicFacebookeffortsbeforeyourpaidcampaignsstartspendingthebigbucks.   Applying&TestingYourInsights Youprobablyhavesomegeneralavatarorprofileofyouridealcustomer.Ithopefullyatleastincludesdetailslikeagerange,location,goals/values,companysize,jobroleandpainpoints. TheAudienceInsightstoolallowsyoutoaddtothisidealcustomerprofile.AndwithsomequickorganicFacebooktests,youensurethatyourpaidcampaignsstartoffontherightfootbytargetingtheexactcustomersyou’remostconfidentwillconvert. Let’sconsideranexample.You’rerunningaFacebookbrandawarenesscampaignlookingtogeneratelikesandfollowsofyourbrandedFacebookpageaswellasremarketingcampaigntogenerateconversionsforyourproduct(we’llsayyousellartandsketchsupplies). TherecentreleaseofanewanimatedMiyazakimovieistrendingalloverFacebook,soyoudecidetodosomeresearch. ByselectingyourownFacebookpageasthe“connectedtopage”optionandthenenteringMiyazakifilmsastheinterest,youseewhatthedistributionforcertainpageslookedlikeforyourremarketingaudience. Duetothenewmovierelease,youmayseeanincreaseinaffinitytowardsMiyazaki-focusedFacebookposts.So,tocapitalizeonthetrend,createaquickorganicFacebooktesttoseehowyouraudienceengagessomethingbasedonMiyazaki’suseofartinhisartisticanimationofthefilm. ThisisasimpleblogpostorFacebookpostyoucanpublishorganically.Withoutanyadspend,youstillgetquiteagreatdealoffeedbackfromthispostbycomparingit’sengagementtoyourusualposts. Forthis,you’dhavetoclickthroughtoyourFacebookBusinessManagertolookatyourpostengagement. Hopefully,you’dseethatthisnewblogpostisoutperformingyourordinaryposts.Thiswouldproveyourtrendhypothesiscorrect;thatusersare(atleastfornow)highlyinterestedinartorsketchsuppliesduetothenewanimatedmovierelease.Thisisahugediscoverythatyou’dotherwisemisswithouttheAudienceInsightstool. Now,youcancreateanactualFacebookremarketingadtowardyourcustomaudiencethatleveragesthetrendingfilm.Thisshouldnotonlyengageyournewaudienceatahigherrate,butshouldalsogeneratemoreconversions. Themoremicro-testslikethisyouperform,andthemoreuserdatayouaccumulate,themoreindetailyouridealcustomerprofilewillbecome.Eventually,youcanbuildupaprofileofanidealFacebookprofilethatincludesthefollowing: Agerange Gender(ifapplicable) Interestedinthesetopics Likesthesepages Followsthesebrands Consistentlyreadstheseblogs ByusingtheAudienceInsightstooltocreatecustomerprofilesinthislevelofdepth,youlearnhowtobettertailoryourcontenttoyourusersaswellaswheretopromoteyourcontenttoensuretheyreadit. Nowthat’sabigwin. RefiningYourAimWithAudienceInsights Socialmediamarketingistherealmwherestalkersaretruevictors.Themoreyoulearnaboutyouruser—whattheylike,wheretheyspendtheirtimeonlineorwhatinterestslinkthemtoyourproduct—themoreyoucustomizetheirexperiencewithyourbrand. Inanagewherethemajorityofcustomerspreferamorepersonalizedbrandexperience(especiallywithdigital),thismakesallthedifference. Makesureyou’releveragingFacebookforthedatapowerhousethatitis,anduseAudienceInsightstotestandnarrowyouraudiencetoperfection.Itmaygoagainstthecliche,butinFacebook,thesmalleryouraudience,thegreatertheoddsofyouhittingyourtarget.Butthekeyistomakeitrelevant. Subscribetoournewsletterforsocialresources Join70,000+professionalsandbecomeabettersocialmediamarketer.Getsocialmediaresourcesandtipsinyourinboxweekly. Resourcesforyou TheCreatorEconomy:MakingDollarsandSenseOutofSocialPartnerships [Workbook]SocialListeningStep-By-Stepin90Minutes TheSproutSocialIndex,EditionXVIII:USForecast PreparetoLaunchWithaSocialMediaCampaignBrief:Template Alsoofinterest20must-knowFacebookstatsformarketersin2022HowtoanalyzeTwitterfollowerseffectivelyFacebookanalytics:howtoanalyzeyourdata Recommendedforyou ViewallRecommendedforyouRecommendedforyouCategories Facebook SocialMediaEngagement HowtogetverifiedonFacebook:Yourstep-by-stepguide Publishedon October17,2022 •Readingtime 7minutes Categories Facebook SocialMediaEngagement HowtohidelikesonFacebook:Yourstep-by-stepguide Publishedon September29,2022 •Readingtime 6minutes Categories Facebook SocialMediaStrategy 12Facebookmarketingtoolstohelpyourbusinessscale Publishedon September8,2022 •Readingtime 7minutes Categories Facebook SocialMediaAnalytics 10Facebookanalyticstoolstomeasureyourmarketingsuccess Publishedon August30,2022 •Readingtime 5minutes NowonslideNowonslideNowonslideNowonslide Buildandgrowstrongerrelationshipsonsocial SproutSocialhelpsyouunderstandandreachyouraudience,engageyourcommunityandmeasureperformancewiththeonlyall-in-onesocialmediamanagementplatformbuiltforconnection. 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