The more customer insights you have, the better you can deliver messages that resonate with your audience. It’s true! Audience Insights on Facebook (now called Meta Business Suite Insights) helps marketers like you learn more about their target audiences, including their location, demographics, purchasing habits, and more.
So, we’ll review what audience insights for Facebook do and seven ways to use it for your business.
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How audience insights for Facebook can help your business grow your audience
Facebook Audience Insights, a part of Meta Business Suite, not only shows you audience data but also trends and metrics on your Facebook business profile performance. With these insights, you can view audience demographic information like
Location (Top Cities and Countries)
Facebook Page likes
You can also filter and save audiences to use in Facebook Ads Manager which can help you locate your campaigns, ad sets, and ads from one place.
How to get audience insights on Facebook
Accessing the Facebook Audience Insights tool is the first step to using it.
1. Go to your Page.
2. Then, on the left-hand side, click Insights. This opens up audience insights. Or follow this link.
3. Once there, you can view your overview and filter by date in the top right-hand corner.
4. You can set goals, view your audience demographics, and view the results of your social media marketing efforts like Page reach, visits, and new likes.
5. Overview allows you to see the highest performing content based on reactions, comments, and shares as well as top-performing organic posts.
6. The Content tab allows you to organize your content based on type (Ads, Posts, and Stories), and order them based on how recent the content is, the reach, likes and reactions, sticker taps, replies, and more.
How to use audience insights
Facebook allows you to filter your audience based on:
- Current audience: This is the audience that currently likes and interacts with your page.
- Potential audience: This is the audience you can reach with targeted ad campaigns.
In the Current Audience tab, you can view how many likes your posts have received overall, as well as demographic information like gender makeup, top cities, and top countries.
The Potential Audience tab allows you to see similar metrics and the top-liked pages by the potential audience.
MeetEdgar is the social media scheduler you need to save time and money.
7 ways to use audience insights from Facebook to grow your brand
Edgar is your social media’s best friend. He schedules your content and saves it in a limitless Content Library so you can not only reshare evergreen content, but you can reshare it at a future time.
Edgar can publish to Facebook pages and groups where your personal profile is an administrator. As long as you’re an admin, Edgar can add it!
Other social media management tools don’t allow you to keep your content and don’t offer access to advanced Facebook audience analytics. Edgar gives you the inside scoop into what content engages your audience and what doesn’t. You can use this information to adjust your content strategy and repost content that resonates.
The only way to know if your content reaches a specific audience is to measure your social reach, impressions, and total clicks. MeetEdgar can help you do that.
Help advertisers and digital marketers segment audiences and find the ideal audience persona
Customer retention requires strategic communication and sending the right message at the right time to the right people.
Not only is it one of the best strategies, but customers also prefer it. 91% of customers say they’re more likely to shop with brands that provide personalized offers and recommendations.
And 80% of customers are more likely to purchase from brands that provide personalized experiences.
For example, if I sell snowmobiles, then I’ll want to tailor my ads to potential customers experiencing snowy conditions. To do this, I’ll use their geographic location and separate them based on whether or not they’re in the Northern or Southern hemisphere and whether or not the climate in their location has snowy conditions.
So, to create an audience segment, you’ll need to view their demographic information using Audience Insights on Facebook. It shows you this in the Demographics tab, which shows your followers’ gender, age, relationship status, education level, and job title.
You can use this information to group your audience and send targeted Facebook ads to them to achieve a higher engagement score and generate a higher ROAS (return on ad spend).
You don’t need to spend thousands on ad campaigns either as Facebook Ad Automation can create and manage your ads by
- Posting multiple versions of your ad: Facebook creates 6 different versions of your ad and suggests CTAs (call-to-action buttons), text, and other content creation elements based on your business page.
- Offering customized audience suggestions: Facebook provides audience options based on your business page’s information, like creating and improving ads based on some factors like targeting customers near your business’s location or those with interests similar to your page.
- Recommending a budget that generates results: Facebook recommends a budget that will help you reach your business goals.
- Providing timely notifications about your ads: Facebook sends you ad performance notifications so you can strategize ways to improve your ad efforts.
By segmenting your audience data into groups based on demographics and interests, you can market relevant, timely content to keep your audience engaged.
Cater to each audience with category-specific content
When you link your Facebook with MeetEdgar, you can easily segment your audience with Edgar’s Content Library. He allows you to separate content into different categories so you can automate the right content type and post it at the right time for the right audience without ever having to schedule each post by hand.
The more specific your categories are, the more control you have over the content you send to each audience.
For example, if you have a holiday sale coming up, you can create a “Holiday” category, add all of your posts related to your sale, and when you want to post, add time slots on the schedule for that category.
Edgar keeps your posts indefinitely. When that event rolls around again, add new variations of the post and put the category back on your schedule again. This way, you don’t have to recreate the seasonal or event posts every year, not only saving you time but frustration coming up with original ideas.
Helps marketers save money and grow annual profits
As we learned in the last section, audience insights help marketers understand how their Facebook users engage with their content.
According to a study by Bain & Company, 81% of executives found that segmentation was a critical part of growing profits. The results also showed that over a five-year period, businesses that successfully tailored their digital marketing campaigns to different customer segments posted annual growth rates of about 15%, and ones that failed to connect the right value propositions realized annual profit growth of only 5%.
Comparing performance across multiple social media channels like Facebook and Instagram can help you identify areas for improvement. You can save money by using these insights to optimize their marketing campaign based on social post performance.
Uncover your audience’s interests to use in your next Facebook ad campaign
Meta’s Page Likes tab allows you to find inspiration for various ad angles and approaches to adopt in your next campaign. In this tab, you can view the top pages your connections have liked.
You can pick a brand you might want to partner with for content that you can use in advertisements to warm up your cold audience and retarget later.
Then, you can view brands close to your niche with a selectable interest for targeting. For example, Business and industry > Online > eCommerce.
Finally, you can go to the brand pages, view the ads they run, and use this information to craft future content and ads.
As you can see, you can compare your page with other competitors. If you click on one of the pages, it will reveal the top posts of that page from the current week.
This way, you can compare your success to that of your competitors and stay on top of industry trends to curate new and interesting content to engage your audience.
Frequently Asked Questions about audience insights for Facebook
What are Facebook Audience Insights
Facebook Audience Insights allows you to centralize all of Facebook’s, Instagram’s, and messaging apps into one place, saving you time and boosting your business performance.
How to access Facebook Audience Insights
Go to your Facebook Page→click Insights on the left-hand side. Or go to http://facebook.com/ads/audience-insights .
What Facebook advertising demographics can I see using Audience Insights?
With audience insights, you can view your followers’ age, gender, location, interests, and page likes.
What happens if my Facebook page insights aren’t working?
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What is a Facebook audience insight?
A Facebook insight is a way to understand how people interact with your brand on the social network. They come in several forms, from simple traffic numbers to more detailed breakdowns of people’s actions. Facebook insights can be used for many purposes, including measuring awareness, determining reach, and measuring engagement.