How to Use Facebook Audience Insights for Better Targeting

You can also research your ideal customers and build target audiences that transfer directly into Ads Manager. Audience Insights lets you target ... Product SocialMediaInbox Conquerthechaosinyourinbox SocialMediaPublishing Everythingyouneedtopublish SocialMediaMonitoring Listenwithoutoverload SocialMediaReporting Metricsthatfocusonwhat'simportanttoyou SocialMediaROI Measurebusinessresultsofsocialmediaefforts ForAgencies Theultimatetool,pricedforgrowingteams Pricing Resources AgorapulseBlog Insightsfromindustryexperts OurCustomers Lovedbymarketersandagencies FreeTools Improveyourresultsatnocost. Resources Reportsandcontenttoshapestrategy Events&Webinars Insights,trends,andwinningstrategies AgencyAcceleratedPodcast Scaleandstreamlineyouragency COASMMPodcast Confessionsofasocialmediamanager AgorapulseAcademy Community:SocialMediaPulse SocialAgencyDirectory LogIn ContactSales Startmyfreetrial TableofContents WhyDoAudienceInsightsMatter?HowtoAccessFacebookAudienceInsightsAlternativestoFacebookAudienceInsightsHowtoAccessAgorapulseAudienceInsightsHowtoCreateandScheduleAudienceReportsWithAgorapulseInConclusion TableofContents WhyDoAudienceInsightsMatter?HowtoAccessFacebookAudienceInsightsAlternativestoFacebookAudienceInsightsHowtoAccessAgorapulseAudienceInsightsHowtoCreateandScheduleAudienceReportsWithAgorapulseInConclusion Wanttoreceivethebestofourblogeverysinglemonth? Yes,I’min! DoyouneeddataonyourFacebookfollowers,soyoucancreatebetterorganiccontentorsetupmoreaccurateadtargeting?HaveyoubeenlookingfortheoldFacebookAudienceInsightstoolbutcomingupempty-handed? Facebookretiredtheplatform’smuch-celebratedAudienceInsightstoolinJuly2021.Butthatdoesn’tmeanit’simpossibletoaccessfolloweranalyticsorgetinformationonyourFacebookaudience. InsteadofrelyingonthelimiteddataavailablethroughnativeFacebookapps,youcangetmorein-depthinsightsviaAgorapulse. FindouthowyoucanuseAgorapulse’sreportingandmonitoringtoolstolearnwhatworksbestforyouraudienceandyourclients’Facebookfollowers. WhyDoAudienceInsightsMatter? First,let’sansweranimportantquestion.Whydoaudienceinsightsmatteranyway? Audienceinsightsprovidethedatayouneedtoknowyourcustomersbetter.Thisdatacantellyoueverythingfromyourcustomers’ageandgendertowheretheyliveandwhattheylike.Youcanalsofindoutwhattheythinkofyourbrandandwhattypeofcontent theyfindmostcompelling. KnowinghowtouseFacebookAudienceInsightsisessential.Youcantakewhatyoulearnedtocreateorganicandpaidcontentthattrulyresonateswithyouraudience. It’sawin-winsituation:Youraudiencegetscontentthatspeakstothem,andyoucanachieveyourmarketinggoalsmoreefficiently. HowtoAccessFacebookAudienceInsights Areyouwonderingwhyyoucan’tseemtofindFacebookAudienceInsights?FacebookoncehosteditsAudienceInsightstoolinAdsManager.There,socialmediamanagerscouldgetdataaboutpeopleconnectedtotheirPageorresearchaudiencesacrossFacebook. Thistoolallowedyoutobuildaudiencesthatyoucoulduseforadvertisingandgetinsightsaboutuserinterestsandbehaviors.Thenyoucouldtestoutyouraudiencesinadcampaigns,makingcontinuousadjustmentsbasedonyourresearchandresults. Unfortunately,FacebookcloseddownAudienceInsightsonJuly1,2021toencouragesocialmediamanagerstotransitiontonewnativetoolsinFacebookBusinessSuiteandBusinessManager. HowtouseFacebookManager WheretofindthenewFacebookAudienceInsights NowyoucanaccessthenewFacebookAudienceInsightsfromBusinessManagerorBusinessSuite.Butthenewtoolshavecompletelydifferent—andmuchmorelimited—features. WhenyouvisitthenewAudienceInsights,youcanaccessdataonyourcurrentaudience,including: Age Gender Topcities Topcountries YoucanalsoresearchyouridealcustomersandbuildtargetaudiencesthattransferdirectlyintoAdsManager.AudienceInsightsletsyoutargetbasedondemographicandinterestdata,usingthetool’slimitedTopPagesinformationtolearnaboutyourcustomers’likes. AlternativestoFacebookAudienceInsights IfyouwereexpectingthefeaturesandfunctionalityoftheoldFacebookAudienceInsights,thenthenewnativetoolswillprobablydisappoint.Butit’simportanttorememberthattheoldAudienceInsightstoolalsohadseriouslimitations. Sure,theoldtoolcouldtellyouwhichPagesandcategoriesyourcustomersliked.Butitdidn’tgiveyoumuchdataonwhatyouraudienceisactuallytalkingaboutorhowyourcustomersreallyreacttoyourcontent. Fortunately,Agorapulsecandojustthat.WithAgorapulseAudienceInsights,youcangetvaluableinformationaboutwhoyourfollowersare,whattheylike,andhowtheybehave.Thenyoucantranslatethedataintomoreeffectivepaidandorganiccontent. HowtoAccessAgorapulseAudienceInsights ToaccessAgorapulseinsights,gototheReportstabofyourdashboardandselecttheFacebookPageyouwanttoexplore.Thenusethetipsbelowtolearnmoreaboutyouraudience—andhowtogivethemmoreofwhattheywant. Audiencedemographics DoyouwanttoknowwhofollowsyourPageandwhattheyhaveincommonwithoneanother?GototheAudiencetabofyourFacebookPagereportandscrolltotheend. Agorapulsedisplaysthefollowingdemographicdata: Youraveragefan,includingtheage,gender,andlocationofatypicalfollower Ageranges,includingwhatpercentageofyouraudiencefitsintoeachbracketfrom13-17yearsto65+years Gender,includingwhatpercentageofyouraudienceismaleorfemale Country,includingyourPage’stopsixcountriesorregionsandthenumberoffollowersfromeach City,includingyourPage’stopsixcitiesandthenumberoffollowersfromeach Language,includingyourPage’stopsixlanguagesandthenumberoffollowerswhouseeachastheirprimarylanguage Whatcanyoudowiththisdemographicdata?Youcanuseittoresearchbothpositiveandnegativeaspectsofyouraudience. Onapositivenote,youcanusethedatatolearnmoreaboutyouraudienceandidentifyimportantshifts.Forexample,youmightfindthatyourFacebookPagefollowersskewolderormoremalethanyourInstagramfollowers. Youcanusethatknowledgetocreatecontentthat’smorelikelytoappealtoyourFacebookaudience. Youcanalsousedemographicdatatoidentifypotentialissueswithyourfollowers.Arealotofyourfollowersfromregionsyourbusinessdoesn’tserve?IsyourFacebookaudiencebecomingincreasinglymisalignedwithyourtargetcustomer?Youraudiencemaybeexperiencingnaturalshifts—oryourPagecouldbeattractingspamaccountsthatyou’llwanttoidentifyandban. Audiencegrowth Whetheryou’vesetambitiousgrowthgoalsforyourFacebookPage,it’simportanttokeeptrackofhowyouraudiencesizechangesovertime.Byidentifyingnormalpatternsandunusualactivity,youcandeterminewhathelpsyouraudiencegrow—orwhatturnsfollowersaway. ToaccessaudiencegrowthmetricsinAgorapulse,gototheAudiencetabandscrolljustpasttheoverviewsection.YoucanseehowmanyfansyourPagehasgainedandlostduringthetimeframeyouselected. Fromthischart,youcanlearn: Whetheryouraudiencegrewordeclinedoverall. Agorapulsetracksbothlikesandunlikessoyoucanseehowmanyfollowersyoulostcomparedtothenumberyougained. Iforganicorpaideffortscontributedmoretoaudiencegrowth. Agorapulseseparatesnewfansbypaidandorganicmethods,soit’seasytoidentifywhat’sworkingbestforyourPage. Whenyougainedorlostthemostfans.Didyouraudiencenumberschangesignificantlyonacertainday?Identifywhathappened,suchasaviralpostoraninfluencerpartnership.Thenthinkabouthowyoucanreplicateyoursuccessorpreventabadsituationfromhappeningagain. Audienceimpressions IsyouraudienceactuallyseeingthecontentyourteampublishesonFacebook?Agorapulse’sImpressionsreportcanrevealhowmanytimesyourcontentappearsinFacebookusers’newsfeeds. Fromthisreport,youcanseehoworganicimpressionscomparetopaidviews.Youcanalsospotinstanceswhenyourcontentwentviral. Toactonthedata,lookfordayswhenyourPage’simpressionswereparticularlyhighorevenviral.Confirmwhattypeofcontentyoupostedthatdayorhowyoupromotedit.Thenbrainstormwaystoreplicatetheoutcomesoyoucancontinuetomaximizeimpressions. Facebookengagement Anengagementoverviewisessentialforunderstandingwhatpromptsthebiggestresponsesfromyouraudience.Naturally,whenyouknowwhatdrivesengagement,youcancreatemorecompellingcontent. TofindyourPage’sengagementreportinAgorapulse,opentheAudiencetab.Youcanviewdailyandaggregated: Reactions,includinglikesandlovesaswellashaha,sad,andangryresponses Clicks,includinginteractionswithlinks,photos,andvideos Comments Privatemessages Shares Usingtheseanalytics,youcangetabettersenseofwhenyouraudiencereactedandwhattypeofengagementtheyusemost.Youcanalsoselectdifferenttimeframesandcomparemetricsfromweektoweekormonthtomonth. Withthisdata,youcanseeifyouraudience’sreactionsormodesofengagementhavechangedovertime.Youcanalsopinpointpatterns,suchasincreasedengagementonweekendsormoreprivatemessageswhenyoupostcertaintypesofcontent. Getdata-richreportseasilywithAgorapulse BesttimetopublishonFacebook DoyouknowwhenyouraudiencetendstobemostactiveonFacebook?Knowingwhenfollowersaremostlikelytorespondtoyourpostscanhelpyoupinpointtheidealtimetopublishandgetmaximumengagement. Agorapulsegivesyoutwowaystomonitoraudienceactivity: Users’activity. OntheAudiencetabofyourFacebookPagereport,youcanseewhenusersinteractedwithyourcontentmost.Theaveragesarebasedoninboxactivitiesratherthanreactionsandclicks—soyoucanseewhenyourPageismostlikelytoreceivecomments,privatemessages,anduserposts.Attheveryleast,youmaywanttobeonlinetomanageengagementduringthebusiesttimes. Besttimestopublish. OntheGlobalContenttab,Agorapulseestimatesthebesttimestopost.YoucanbaseAgorapulse’srecommendedtimesonengagementorreach.Thatwayyoucanhaveabetterchanceofreachingthegoalthatmatterstoyourteam. BestposttypetopublishonFacebook Nowyouhaveabetterideaofwhenyouraudienceislikelytoseeorengagewithyourcontent.Butwhatshouldyoupost? Agorapulsechartsallthetypesofcontentyoupublish—includingimage,video,link,andtextposts.OntheGlobalContenttabofyourreport,youcanseewhichposttypeismostlikelytogenerateengagementorachievereach. Theresultsmightsurpriseyou.Forexample,youmayfindthatvideosgeneratealotlessengagementthanyouwouldhavepredicted.Instead,youmayfindthatlinksoreventextpostsperformbestwithyouraudience. Top-performingFacebookcontent Knowingtheposttypesthatresonatewithyouraudiencecanbeincrediblyhelpfulforplanningfuturepaidandorganiccontent.Butifyouneedmorein-depthdataaboutthecontentyouraudiencelikes? AlthoughAgorapulsedoesn’ttrackmorein-depthcontentdataautomatically,youcanstartgatheringmoredetailswithjustacouplesteps. First,gototheLabelsforyourFacebookPageandconfigurethePublishingLabels.Youcanaddyourchoiceoftagstodescribethecontentyoupublish—suchasthetopic,thesource,oreventhestyle. Onceyoucreatelabels,youcanaddthemtothecontentyouschedulewithAgorapulse.Youcanaddlabelswhencomposingpostsoreditlabelsonitemsyou’vealreadypublished. OntheGlobalContentreporttab,youcansortyourpublishinglabelreportbyengagementorreachtoseewhichtypesofcontentresonatebestwithyouraudience.Forexample,youmayfindthatyouraudienceloveshearingaboutyourproductsorthattheyrespondbesttouser-generatedcontent(UGC). Youmayalsofindthatsometopics,sources,orstylessimplydon’tgeneratearesponsefromyouraudience.Youcanconsiderphasingthosetypesofcontentoutofyourstrategytomakeroomforsomethingelsemoreengaging. Facebookcommentsandmessages NowyouhaveabetterideaofwhattypeofcontentinspiresthemostcommentsandmessagesonyourPage.Butwhatarethosemessagesabout—andaretheypositive,negative,orsomewhereinbetween? Again,Agorapulsedoesn’tautomaticallytrackthesentimentornatureofyourFacebookPageengagement.Injustafewminutes,youcansetupalabelingsystemandstarttrackingdata. GobacktotheLabelsforyourFacebookPageandaddsomeinboxlabels.Forexample,youmaywanttomonitorpositiveandnegativesentimentsortrackcommonquestions. Aftercreatinginboxlabels,youcanapplythemmanuallytoanyitemsthatappearinyourInboxorListeningtab.Alternatively,youcansetupautomatedrulesandletyourInboxAssistantdothework. Onceyousetupalabelingsystem,youcanbegintrackingthetopicsyouraudiencetalksabout.Youmaybesurprisedatthebalancebetweenpositiveandnegativesentimentorthetypesofquestionsyouraudienceasks. Nomatterwhatyoufind,you’llhavethedatayouneedtounderstandyouraudiencebetter.Thenyoucancreatecontentthatshiftsthesentimentintherightdirectionorpoststhatrespondtocommoncustomerquestions. Facebookmentions Commentsandprivatemessagesaregreatindicatorsofinterestinyourbrand.Butwhatifyouwanttotrackothertypesofengagement,suchassharesandmentions? AgorapulseautomaticallymonitorsallthesharesandmentionsyourFacebookPagereceives.Toseethistypeofengagementforanytimeperiod,gototheBrandAwarenessScoresectionofyourAudiencereport. HowtoCreateandScheduleAudienceReportsWithAgorapulse Insomecases,youcangetalltheFacebookaudiencedatayouneedbydownloadingAgorapulse’sdefaultreportsmanually.Butmostofthetimeyoucangetaddedvaluebycreatingcustomreportsorschedulingthemtoarriveinyourinboxautomatically. CustomizingAgorapulsereports TocustomizetheresultsyouseeinAgorapulse,gototheReportstabandclicktheCreateareportbuttonintheupperleft.Thenchoosethetypeofreporttocreate. ForacompleteviewofyourFacebookPageperformanceandaudiencedata,selectIndividualReportandaddyourPage.Thenaddalltheaudienceinsights,publishingrecommendations,andlabelreportsyouwanttosee. IfyouonlywantFacebookmetricsrelatedtoaparticularpublishinglabel,createaLabelReportinstead.Thenaddrelevantsectionsanddigintothedetailsofthecontenttypeyouselected. SchedulingAgorapulsereports YoucanalwaysaccessdefaultandcustomreportsinAgorapulse’sReportstab.Butifyouwanttosavetime,youcanschedulethemtogenerateandsendautomaticallyinstead. Youcanscheduleanycustomreportduringthecreationprocess.YoualsohavetheoptiontoscheduledefaultFacebookPagereportsfromyourprofilesettings. GotoAutomaticScheduledreportsandclicktheScheduleNewReportbutton.Choosethetiming,theformat,andtherecipients.Youcanaddinternalteammembersorexternalcolleaguesandclientstothelistofrecipients. Ifyouanticipateneedingtoaddyourownanalysistothereport,considerschedulingittosendjusttoyou.Onceyoureviewitandwriteupyouranalysis,youcanforwardthecompletereporttoeveryoneonyourlist. InConclusion ThenewversionsofFacebookAudienceInsightsmaynolongerbeasusefulforsocialmediamanagers.ButwithAgorapulse’srobustaudienceinsights,youwon’tmissFacebook’snativetools. UsingAgorapulse’sreportingandmonitoringtools,youcangetwide-rangingaudiencedatathathelpsyoupublishcontentyourfollowerslovesoyoucanreachyourgoalsmoreefficiently. Getstartedonsavingtimeandenergyonyourownsocialmediamanagement! CheckoutourfreetrialofAgorapulse tohelpyouschedule,track,andmeasureallyoursocialmediaefforts. ShareTweetSharePinEmail Prev.postBacktohomeNextpost Morefromtheblog HowtoRunFacebookAds:YourCompleteGuide ByAnnaSonnenberg Nov.22021 WhichFacebookAdObjectiveShouldIChoose? ByAnnaSonnenberg Oct.282021 HowtoCreateaFacebookAdCampaign ByAnnaSonnenberg Jul.232021 ×