Kontra

Audience insights is an incredible tool. That is, if you know how to use it. What Audience Insights gives you is an opportunity to find your targeted audience. It gives you info about three types of audiences:

  1. Audience connected to your page (great way to understand your exishting audience)
  2. Everyone on Facebook (helps you understand about Facebook users overall)
  3. Custom audiences: remarketing lists or people who visited your webpage. Aside from waiting for your remarketing list to build, you can also create a custom audience by uploading your list of email adresses.

What you should keep in mind is that the number you see in Page Insights may differ from the number you see in Audience Insights. Page Insights measures how many people like your Facebook Page, while Audience Insights is based on the number of people connected to your Page that have logged in to Facebook in the past month.

Two types of data are shown here:

  1. information given by users when they fill in their profile information, including age, gender, relationship status, job title, location, Page Likes, etc. – Native Facebook data
  2. household income, purchasing behaviour, and home value – data available through third party data partners.

(Please note that this data is only available for U.S. audiences).

So, as you can guess, the idea here is to use this data and these filters in order to create the audience for your next campaign.

Let’s see it on the example, shall we?

I’m going to use our Facebook Page for this. Let’s say I want to understand our audience, our followers and based on that, get an idea who I should target in our next campaign.

Under Connections, you can see Pages and there you can choose if you want to look at your audience or the audience that is not connected to your Page in any way. If you don’t choose anything, you are looking at everybody on Facebook.

Demographics

Job title report is the most important report in this tab for us, so let’s take a look at it.

As you can see here, we are reaching all the right people. The people we want.  And based on that we can study them and now know which people to target and with what. Considering the content we publish, this is expected. Also, in the demographics tab, we can check out other basic features about our audience like age and gender, relationship status, education level…

Note: in every chart the blue color represents our audience and the grey color represents the overall Facebook audience.

Page likes

This tab is split into two sections.

The first section details the top categories of Pages that the selected audience likes along with the top Pages within those categories. The second section outlines the specific Pages that this audience is more likely to Like than the average Facebook user. Now you’re thinking; „Yes, they like them, but why would this matter to me?“Believe me, it does. Use this report. Check out your competition and look how people are responding to their content. In social media marketing, studying your „competition“ (not copying them, though!), means a lot. See if there is something you can serve to your audience that they will engage with, but do it in your own way.

Location

Within this tab, you can see Top Cities, Top Countries, and Top Languages. Let’s say that our next campaign is for American citizens only. Smart thing to do would be to click on USA and that way filter out everybody else. This way, we can see the distribution of our audience in different parts of the country.

But maybe you are not an advertising agency, maybe you are a local bakery. You will want to reach people from your area, your city. Here, you can find that out. If you are not reaching them, figure out what is wrong with your content, your ads, your targeting. Then after some time passes, come back here. 🙂

Activity

This tab helps us understand the behaviour and activity of audiences on Facebook.

It is also split into two sections:

  • Frequency of Activities: This data shows user activity in the last 30 days. Activity like the average number of Pages Likes, alongside number of engagements (comments, Likes, shares, ad clicks) made in the last 30 days.
  • Device Users: The type of devices used to access Facebook.
    Main categories of course are Desktop and Mobile, but there is more info than that, like: Android, iPhone, iPad and so on.

Frequency of activity shows us how active this audience is on Facebook. In general, more active audience is also more engaging audience.

But, if your audience is very active and you don’t have a lot of engagement on your posts, or your traffic campaign is performing poorly (small number of clicks, high cost per click), then you should consider about new, different way of serving them your content, or even different content overall.

Device users can help you in a way of figuring out for your next campaign whether you should place your ads on mobile or desktop. Or maybe both. Remember, ads don’t look the same at different platforms. Optimize your ads’s text, image, video so that your audience have the best experience.

Saving the audience

Definitively the best thing this tool gives you is to save your audiences and use them later. You can find them in Power Editor and you can use them in any of your campaigns. In order to save the audience, simply click on save and you will have the option of naming it.  But, of course, every audience changes, so after saving your audience, you can come back later and check out the situation.

Conclusion

As I said in the beginning, this is a very powerful tool, and I hope that after reading this, you get why it’s so powerful. This is a great way to find out basically everything about your audience, and remember: this includes people who are connected to your Page in any way, not just your followers.



Author

Antonio Krizmanic

Traffic at Kontra. Music and movies freak. Crazy Liverpool F.C. fan.


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