What is Facebook Audience Insights?
The Facebook Audience Insights is nowadays a basic tool for marketers that run any of the Facebook Ad Types to reach their target market. It shows you valuable information of a specific Audience on Facebook such as demographics (age, gender, lifestyle, education, relationship status, job roles, etc.), location, language, Facebook Usage and Page Likes, purchases activity and other behaviors on Facebook.
You can view this valuable information for free for three different groups of people:
- General Facebook Audience (All people on Facebook)
- People connected to your Facebook Page or Event
- People in your own Custom Audiences
When you own a Facebook Page, you have access to your Page Insights or Facebook Page Analytics, this is similar to Facebook Audience Insights, but it only shows information about people that followed your page. Here you can learn How to create a Facebook Fan Page.
Facebook Audience Insights can show you the information about the audience of an existing page on Facebook, for example, your competitors fanpage.
This is very useful when you want to know the type of people that follows a specific brand. This way you can look into the insights of every page on Facebook to learn more about your potential customers.
If you haven’t used this tool before and you run Facebook Ads or you are willing to do it, take a moment to look into the Facebook Audience Insights Tool, it will show you automatically very useful information that will help you to choose the best audience settings to your future ads.
It won’t tell you the ultimate audience settings according to your business goals, because every business is unique, but it will help you to approach to it and the results of your ads will throw valuable information that will help you to define your audience better.
How to use the Audience Insights Facebook Tool
To start using the Audience Insights Facebook Tool you should learn to find it:
- Find the facing down arrow at the top right on your Facebook profile on desktop.
- When you click on it, you’ll be shown a drop down menu where you’ll find the option “Manage Ads” that leads you to your Ads Manager.
- Inside Ads Manager, click on the three horizontal lines icon before “Facebook Ads” at the top left.
- It will show you a “Frequently Used” menu, where you’ll find the menu extension at the bottom that says “All Tools”
- Click on “Audience Insights” located in the first menu below the “Plan” Tab.
Once you open the Audience Insights Facebook Tool you’ll be asked to choose where your insights come from: everyone on Facebook, your Facebook Page or a Custom Audience.
You can choose or you can actually close it and choose it directly on the dashboard, mostly because when you are new to this tool, is better to understand how it works before.
Inside the Facebook Audience Insights Tool you’ll find a dashboard with different filters. You can manage different audience settings on the left side bar, which will automatically show different results in the graphics.
In the “Custom Audience” field you can actually select a Custom Audience you created before to see this audience settings or you can set everything from scratch.
In the Location field you can choose one or more cities or countries.
In the Age & Gender field you can choose between male & female or both, and also age ranges.
In the “Interest” text field, you can type an existing interest or Facebook Page Name, and it will show you the results according to the other audience settings such as gender, age and location. Choose one or more specific interests and fanpages liked by people.
The “Connection” drop-down menu will show you two different text fields that will allow you type your fanpages name to show information about the people connected or not connected to specific fanpages of your own.
The “Advanced” menu will show you several filters that will help you to narrow an audience. Choose between different behaviors, languages, relationship status, education, work, etc
Notice that you’re on the Demographics section by default, but you can switch to “Page Likes”, “Location”, “Activity”, “Household” and “Purchase”.
This different tabs will show you different data according to your audience settings that you already put on the left sidebar.
Once you set the audience you want to study, you’ll automatically be able to see some relevant information in different tabs located at the right:
Demographics: You’ll be shown Age & Gender percentage, Interest data based on different behaviors like brand affinity and other activities, Relationship Status, Education Level and Job Title.
Page Likes: Will throw top categories related to the audience and the fanpages related to the audience behavior shown by relevance. Notice that this table shows different data like audience and affinity, which is used to identify which fanpages have more engagement than others. This information is used by advertisers to know which competitors have better marketing strategies and engagement with their audiences. While big fanpages show low affinity rates because of the huge amount of fans, which doesn’t mean low engagement, you can actually see difference in the affinity rate between smaller fanpages.
Location: This tab will show you information about the top cities, countries and languages related to the audience you set.
Activity: This section shows you the frequency of activities like pages liked, comments, post liked and shared, ads clicked and also how the selected audience accessed Facebook by device.
Household: This shows you estimated income and spending methods and behaviors of the selected audience.
Purchase: Shows different purchase data and behaviors.
Finally, at the top you’ll find different tabs that can be useful. When you click on the “Open” tab, you’ll be shown your existing audiences, the ones you created before.
Remember that you can open an existing audience to analyze the insights at a glance, and also you can create a new audience and save it from there.
How to Increase ROI with Facebook Audience Insights
Facebook Audience Insights is a very useful tool that allows you to start with the right foot. Used correctly, in can significantly increase your ROI.
By being aware of your competitors audience. You can increase the ROI of your ads campaigns because you can have valuable information not only about demographics, but interests and behaviors of your target market before running ads.
It is useful for you because you not only can study and compare your competitors stats with yours but you can actually test your own ads with your competitors audience.
Facebook Audience Insights lets you learn about a specific audience before spending your budget.
To do that, just type the Facebook Page Name on the Interest Text Field on the left side bar. It will show you the insights of that specific Facebook Page. This may show you expected information about the audience you already know, but it also may surprise you with information you didn’t know about your target market. That’s why using the Facebook Audience Insights Tool is very important, because it can bring you information that will help you to make smarter decisions regarding to your marketing strategy and budget.
Remember that you can save this Audience Insights, this way you can start testing your ads with this particular audience saved that you can select when you are creating a new ad.
Click on the “Save” tab at the top center. It is good to name the audiences in an organized way that you can easily identify, otherwise your ads manager will be a mess and you don’t want that.
In conclusion, Facebook Audience Insights won’t reveal the ultimate audience settings for your business at first, it is a tool that helps you to learn about your business, your potential customers and your competitors. It is a very useful tool that allows advertisers to achieve their business goals faster and better. But always remember that to get successful Facebook Ad Campaigns you will always have to test a lot to get it right, no one has a successful ad campaign at the beginning.