4 Key Facebook Audience Insights Tips To Build Smarter ...

You can access the updated audience insights tool in Facebook (Meta) Ads Manager. There are two ways to find the tool. Open Ads Manager and expand the “All ... 🎉WeWon#1BestPlaceToWorkByGlassdoor2022🎉FacebookFacebookAudienceInsights4KeyFacebookAudienceInsightsTipsToBuildSmarterAudiences[2022]MegBerrySeniorContentExpert+You=GetYourFreeMarketingPlan,CustomTailoredForYourIndustryGETYOURFREEMARKETINGPLANChapter4:FacebookDetailedTargeting&InterestsAudienceFacebookLookalikeAudiencesFacebookCustomAudienceFacebookAudienceInsightsAsasocialmediamarketer,youneedtoknowyourbrand’saudience.Heck,youneedtoknowaboutyourbrand’saudienceifyou’reinanydigitalmarketingspace.Whereisyouraudiencefrom?Howoldarethey?Whatdotheycareabout?Whataretheyinterestedin?Themoreyouknowaboutyourfollowers,thebetteryoucanconnectwiththemandpositionyourbrandeffectively.Todothis,marketersusedtorelyontheFacebookaudienceinsightstoolasithelpedthemgainin-depthinformationaboutfollowerdemographicsandpreferences.AlthoughFacebookretiredtheoriginal,superrobusttoolyearsago,youcanstillgethelpfulinsightsaboutyouraudienceusingfreeMetatools.Inthisarticle,we’llcoverhowtofindFacebookaudienceinsightsnowandexplorehowtousethesefindingstoguideyourFacebookadvertisingstrategyandimproveyoursocialmediamessaging.Let’sgetstarted.Jumpto:WhatcanwelearnaboutaudiencesonFacebook?QuantitativeinsightsQualitativeinsightsShouldwecareaboutaudienceinsights?Howtofindaudienceinsights4tipsforgettinggranularbasedonaudienceinsightsReadytomakesomeinsightfulaudiencedecisions?GetbrandnewFacebookadstrategiesstraighttoyourinboxeveryweek.23,739peoplealreadyare!SignMeUpWhatcanwelearnaboutaudiencesonFacebook?Thenewaudienceinsightstoolhastwocategoriesforanalysis.YoucanviewyourcurrentaudienceonFacebookandInstagramorexploreyourpotentialaudienceacrossthetwochannels.Bothsegmentscangiveyouvaluableinformationaboutyourfollowersandpeoplewhomaybeinterestedinyourbusiness.InsightsonyourcurrentaudienceThe“Currentaudience”tabdisplayschartsandgraphsdetailingthepeoplewhofollowyourpageandaccount.Thistabincludesthefollowingmetrics:FacebookpagelikesandInstagramaccountfollowersgenderandagerangetopcitiestopcountriesFacebookaudienceinsightsoffersahandydemographicbreakdownYoucanviewonechannelatatime,orseeyourbrand’sFacebookandInstagrammetricssidebyside.Byviewingthemtogether,youcaneasilyspotpatternsandsimilaritiesbetweenyouraudiencesonthetwochannels.ViewingFacebookandInstagramaudienceinsightscanhighlightkeydifferencesYoucanalsousetheseinsightstoinformyourorganicandpaidsocialstrategy.Withyouraudiencedemographicsatyourfingertips,youcancreatedetailedbuyerpersonasanddevelopmorecompellingcopyandcreativesthatspeakdirectlytothem.InsightsonyourpotentialaudienceThe“Potentialaudience”tabshowsdataonthenumberandtypeofpeopleyoucouldreachonFacebookandInstagram.ThistabincludesmetricslikeagerangeandgendertopcitiestopcountriestoppagesYoucangetasenseofallthepeoplewhomaymatchyouraudiencetargetingThepotentialaudiencetabalsohasafilterbuttonthatletsyounarrowdownyouraudienceandbuildsegments.Withthefilterpop-up,youcanselectdemographicsandintereststogetabettersenseofwhereyourtargetaudiencelivesandwhattheylike.YoucanfilteryourpotentialaudiencebytopcategoriesOnceyoubuildapotentialaudiencewiththistool,youcanadvertisetotheaudiencesegmentseamlessly.Justclickthe“Createad”or“Createaudience”buttontogetstartedwithcreatingFacebookads.QuantitativeinsightsQuantitativeresearchdealswithnumbersandmetrics-basedresearch.Thisiswheretoday’sFacebookaudienceinsightstoolshines,asitgivesyoumajordemographicstatisticsaboutyouraudience.Othertools,likeGoogleAnalytics,canalsogiveyouquantitativemetricsabouthowyouraudienceinteractswithyourwebsite.QualitativeinsightsQualitativeresearchisn'tmeasuredbynumbers.Instead,it'smorefocusedonuncoveringopinions,reasons,andmotivationsaboutyourproductorservice.Audienceinsightscangiveyousomeideasbasedondemographicmajorities.Butit’snolongerthebesttoolforqualitativeinsightsbecauseit’sbeentrimmeddownsomuchfromtheoriginalversion.Ifyou’restumpedonhowtodoqualitativeresearch,Hotjarisagreattooltostartwith.WithHotjarinstalledonyourwebsite,youcancreatepollsforvisitors,heatmapstoseewherepeopleclickandtheirinteractionwithyoursite,andsessionrecordingstotracktheentirevisitorpathwayfromentrancetoexit.Let'ssayyouhaveahypothesisaboutyourcontactpage.Maybeyouthinkyourcompanyphonenumberisdistractingpeoplefromfillingoutthecontactform.YoucanuseHotjar’sheatmaptoverifythisideabyseeingwherepeopleclickthemost.AnexampleofaHotjarheatmapThemainpointisnottouseFacebookaudienceinsightsasyouronlybasisforbusinessandmarketingdecisions.Getthemostdatayoucanaboutthejourneythatvisitors,leads,andcustomerstakeonFacebookandbeyond.Shouldwecareaboutaudienceinsights?Willinvestigatingaudienceinsightsreallyimprovetheaccuracyofyourtargeting? Yesandno.Theaudienceinsightstoolwon’ttellyoueverythingyouneedtocreateahighly-tailoredaudience.Butitcanhelpyoubuildastrongfoundationorgetunstuckifyouneednewideas.HowtofindaudienceinsightsYoucanaccesstheupdatedaudienceinsightstoolinFacebook(Meta)AdsManager.Therearetwowaystofindthetool.OpenAdsManagerandexpandthe“Alltools”menu.Scrolldowntothe“Analyzeandreport”section.Thenclick“AudienceInsights.”AdsManageroffersquickaccesstotheaudienceinsightstoolAlthoughit’sthefastestwaytofindthetool,thismethoddoesn’talwaysworkcorrectlybecauseittakesyououttotheaudienceinsightstoolwithinFacebook(Meta)BusinessManager.Ifyoudon’thaveBusinessManageraccess,youlikelywon’tbeabletoseeaudienceanalyticsfortherightaccounts.Alternatively,youcanstillseethesameinsightsifyouonlyhaveaccesstotheAdsManager.YoucanopenthetoolsmenuinAdsManagerandselect“Insights.”Select“Insights”insteadof“AudienceInsights”Oncetheoverviewloads,click“Audience”ontheleftsideofthescreen.TheinsightstooloffersreliableaccesstoaudienceanalyticsNowyoucanseethecurrentandpotentialaudienceinsightsforyourFacebookpageandInstagramaccount.Ifyoumanagemultiplebrands,youcanusethedropdownmenuatthetopofthepagetotogglebetweenaccounts.InformingyourdecisionswiththisdataYoucanusedatafromtheaudienceinsightstooltomakemoreinformedFacebookmarketingdecisions.Forexample,sayyourcurrentaudienceismostlyfemale.Inyournextpaidcampaign,youcouldtrytargetingwomenonly.Whenyoucomparetheresultstopreviouscampaigns,youcanstarttounderstandwhichisabettertargetaudienceforyourbrandandbusinesspage.Ifyouneedmoreideasforreachingtherightaudience,youcanusethepotentialaudiencefilters. Startbyapplyingthedemographicfiltersthatdefineyouraudience. ThenviewthetoppagesandtoplocationsfortheseFacebookuserstogaininterest-basedtargetingideas.ThesetoppagerecommendationscanhelpshapeyouraudiencetargetingJustbesuretotaketheseinsightswithagrainofsaltandtestwhattheyshowyou.Inotherwords,justbecauseyourcurrentaudienceis,forexample,largelyfemaleormostlyfromCalifornia,itdoesn’tmeanthat’stheaudiencethatgeneratesthemostconversions.4tipsforgettinggranularbasedonaudienceinsightsNowthatyouknowhowtoaccessanduseaudienceinsights,let’sputthetooltoworkandexplorehowitcanhelpyouwithmoregranularadtargeting.Buildingmoregranularaudiencescanbeagoodthingbecauseithelpsyouzeroinonyourtargetaudience.Butitcanalsobeabadthing.Gettingtoogranularcanmeanrelyingonaudiencesthataretoosmallforefficientaddelivery.Ultimately,it’simportanttohaveyourfactsinfrontofyoubeforeyoumakeanydecisionsaboutnarrowly-definedaudiences.1.CompareaudienceinsightswithotherdatasourcesAudienceinsightsisfarfromtheonlytoolyoucanusetolearnaboutyouraudience. Afterall,nosingleanalyticstoolcantellyoueverythingyouneedtoknowaboutyourcustomers.That’swhyaudienceinsightsshouldbeoneofmanytoolsyouusetocompareandvalidateyourfindings.HereareafewotherdatasourcestocompareagainstFacebookaudienceinsights:eCommerceandsaleschannels,whichtellyouwhoboughtyourproductorserviceGoogleAnalytics,whichshowsyouwhovisitedyoursiteandwhatcontenttheyviewedGoogleAds,whichtellsyouwhoclickedonyourPPCadsandwhatcaughttheirinterestEachplatformprovidesdemographicdatalikeage,gender,andrelationshipstatus,aswellasbehavioralinsightslikepurchaseintent.Someevenhelpyoushapeyourcustomerpersonabyrevealingyouraudience’sjobtitle,educationlevel,lifeevents,andfrequencyofactivities.WhenyoucomparethesedatasourceswithFacebookaudienceinsights,youcanfindsimilarities. Forexample,youmayfindthatyoursocialmediafollowersareprimarilywomenintheir30s(whichalignswithyourhighest-valuecustomersegment).Butyoumayalsonotedifferences.Forexample,youmayfindthatyourhighest-valuecustomersegmentiswomenintheir50s—agroupthat’sunderrepresentedamongyourFacebookfollowers.InyournextFacebookadcampaign,youmighttestouttargetingthisnewsegment.2.TestoutdemographicandagetargetingDuetoApple’senhanceddigitalprivacysettingsforiPhoneusers,iOS14trackingrestrictionsnowpreventmarketersfromgettinggranularinsightsfromFacebookAdsManager.Forexample,it’softenimpossibletoseewhichdemographicsconvertonyourFacebookadcampaigns.Ratherthangivingupondemographictargeting,youcanuseFacebookaudienceinsightstogetideasforsegmentstotest.Thistoolcangiveyoutonsofideasfornewaudiences.Forexample,youmayfindthatyourInstagramaudienceisprimarilymale.Youcanrunapaidcampaigntargetingmenandcompareittotheresultsofasimilarcampaigntargetingwomen.LimitedconversionbreakdownsareheretostayinAdsManager.Overtime,they’relikelytobecomethenormforotheradplatforms,too. ThebestwecandotoaddresstheselimitationsistotestnewapproachesusingdatafromFacebookaudienceinsightsandothertools.3.Explorethedemographicsofyourpotentialaudience’sinterestsInmanycases,youmightbuildbroadtargetingaudiencesbasedondemographicdata.Butifyouoptfordetailedtargetingaudiencesorinterest-basedtargetinginstead,theaudienceinsightstoolcanhelp,too.Let’ssayyouwanttotargetdifferenttypesofsportsfans.Youcouldsimplyuse“Football”and“Tennis”tobuildinterest-basedaudiences.But…whatifyouwanttogetgranularandadddemographicstoyoursavedaudience?YoucanuseFacebookaudienceinsightsonyourpotentialaudiencetogetageandgenderbreakdownsforeachinterestbyusingthefiltertool.Asyoucansee,thedemographicsshiftdramaticallyfromonesporttoanother.Whenitcomestofootballfans,menare(narrowly)inthemajority.UserswithaninterestinfootballskewslightlymaleButwhenitcomestotennisfans,womenmakeupamuchbiggerpercentageoftheaudience.Andwomenover35aremuchmorelikelytobepartofthispotentialaudience.UserswithaninterestintennisareprimarilyfemaleWiththeseinsights,youcanmakesmarterdecisionsabouteverytypeofadvertisingaudience.Inadditiontointerest-basedaudiences,youcanusethisdemographicdatatofine-tuneyourcustomaudiencesandlookalikeaudiences.4.TestdifferentmessagingoraudiencesonFacebookandInstagramOneofthebiggestperksofMeta’snewaudienceinsightstoolisthatitcandisplaydataforbothFacebookandInstagram.Youcanevenviewtheinsightsforthetwochannelssidebyside,aswementioned.Inmanycases,youmayfindthatFacebookandInstagramhavedifferentaudiencebreakdowns.Forexample,theaudiencebelowskewsmoremaleonInstagramandabitolderonFacebook.IfyoufindkeydifferencesbetweenyourFacebookandInstagramaudiences,itmaybeworthtargetingthesegmentsandadplacementsseparately. Forexample,youmayrunadsetsgearedtowardolderwomenonFacebookandadsgearedtowardyoungermenonInstagram.FacebookandInstagramaudiencesaren’tnecessarilyidenticalInadditiontousingdifferenttargetaudiencesforyourFacebookandInstagramads,youcantesthowmessagingappealstothedistinctsegments. Reviewyourresultscloselyandcontinuetoadjustyouradvertisingstrategytofine-tuneyourtargetingandoptimizeyourresults.Readytomakesomeinsightfulaudiencedecisions?Onthesurface,thenewFacebookaudienceinsightstoolseemsrelativelysimple—especiallycomparedtotheformer,morerobustversion.Butitstillprovideskeydataonyourcurrentaudienceandhelpsyouvisualizeyourpotentialaudience.SinceaudienceinsightscoversbothFacebookandInstagramaudiences,it’shelpfulforcreatinganeffectivemarketingstrategyacrosschannels.Withtheinsightsyougainfromthistool,youcanbuildmorerelevant(andthusmoresuccessful)organicandpaidcampaigns.WanttolearnmoreaboutreachingyourtargetaudiencewithFacebookads?CheckoutsomeFacebookcustomaudiencesthatcanloweryourcostsandimproveyourcampaignresults.ReadTheNextArticleYouGotTheStrongest MarketingPlan?FREEMARKETINGPLANChapter4:FacebookAudiencesWhatYou’llLearn:TherightaudienceswiththerightofferwillmakeorbreakyourFacebooksuccess,makesureyouprioritizecorrectly. ResourcesFacebookDetailedTargeting&InterestsAudienceFacebookLookalikeAudiencesFacebookCustomAudienceFacebookAudienceInsightsChapter5:FacebookCampaign&AdTypesWhatYou’llLearn:DiscoverthedifferentadtypesyoucanusethroughFacebooktodrivetheresultsyouwant. ResourcesFacebookBrandAwarenessFacebookLeadAdsFacebookProspectingFacebookMessengerAdsFacebookVideoAdsFacebookCarouselAdsFacebookAdExamplesB2BFacebookAdsChapter6:FacebookAdsBudgets&BiddingWhatYou’llLearn:TakeadvantageofthebestFacebookbudgetandbiddingstrategiestogetthemosteffectiveperformancefromyourads. ResourcesFacebookAdsBudgetFacebookAdsBiddingCampaignBudgetOptimization