Facebook audience insights is the bread and butter of any digital marketing campaign..
But building a successful ads campaign is more complicated than simply diving in, as errors and poorly researched decisions can quickly deplete your budget.
To be successful, you will need to make the most of the tools available to you. Do you stay native? Or should you branch out and invest in paid solutions for your social media management?
Read on to find out:
You’ll need to make sure that your content is highly relevant, interesting, and targeted to catch the attention of your audiences before your competition does.
Still, a well-placed ad on the platform will go far. For example, look at Sephora’s holiday campaign last year: Reach Out and Gift
Casting their own employees as models in their most diverse campaign ever, Sephora took to Facebook with video ads discussing what unique beauty really means.
The campaign was bold, focusing on mobile, and laser targeted based on individual users’ interests in order to feature beauty products as relevant as possible to their specific customer persona.
What Is Facebook Audience Insights?
What Can You Learn From Facebook Audience Insights?
It can help you validate your existing knowledge about your audiences. It can also help you create and personalize audiences for ads. It does, however, rely heavily on the marketer inputting the information they want to keep track of.
It is therefore, ironically for native analytics, fairly unfriendly to the beginner and does not include web traffic. You can add Pixel to the mix to track basic actions taken by web traffic from your Facebook Page.
So what exactly can you learn with the data provided by Audience Insights?
Once you select your Facebook Page in Audience Insights, the platform will display four main categories:
Beyond that, the demographics section also gives you relationship status, education level, and job title.
Next, we have a Page Likes section, breaking down the most pages that are most popular with your audience. This section is a little more interesting as it features Relevance and Affinity scores to show how important those pages are to your audience, as well as their audience size.
The Activity tab also allows you to track what devices your audience is using to view content.
These insights show you the activity of your audiences across Facebook, not specifically their activity on your page.
To the left of these main tabs, you’ll find the advanced options for manually narrowing your view of your audience even further.
One thing to note about these advanced options is that they tend to be quite United States-centric, with many advanced filtering options only being applicable to US audiences, like Politics (US), and the ethnic demographics in the Multicultural Affinity tab. The above image is with no country selected in the advanced options.
Facebook Ads Manager
Ads Manager allows marketers to create and manage ads for Facebook - working in tandem with Facebook Audience Insights. As with Audience Insights, it is a largely manual tool in that it allows you to narrow your audiences and target with the knowledge you already possess.
Facebook Audience Insights: What Has Changed?
Facebook has essentially removed the ability to analyze Custom Audiences from just about everywhere it was previously possible to do so (Audience, API, Insights, etc.).
For marketers, this meant the loss of metrics like home ownership and income, to name just two highly specific pieces of data they were previously available for their targeting.
How Can You Use Facebook Audience Insights to Better Understand Your Community?
Tapping into this native tool, you’ll be able to see an overview of your Page’s fans in demographics key to your business, from age and gender to education level and relationship status.
Metrics on location can also help inform your ad-building to target important populations for your business and even update the language choice you are using in your ads to better reach your audience.
With Facebook Audience Insights you can understand and target unknown audiences at the top of your funnel in a general way, while Facebook Ads Manager provides bottom of the funnel functionality in allowing you to upload data from your CRM to create custom audiences for ads targeting of your known audiences.
What Is Socialbakers Audiences?
Crucially, it works specifically with your active audience, rather than simply anyone who’s liked your Page, meaning that you can really see the types of people interacting with your content.
So rather than looking at a general view of your audiences as a whole, you can connect your insights to Socialbakers and consolidate actionable profiles automatically and nearly instantly - which more closely match what your active audiences really look like in the form of Personas.
Your Personas can be used to further segment your efforts to reflect the sections of your audience you are most interested in reaching out to.
In addition to Personas, Socialbakers offers insights that again build on what you can see with Facebook Audience Insights, providing more granular and personalized information regarding your audiences.
And where Facebook natively offers affinities based on Page likes, Socialbakers goes a step further and calculates affinities based on engagement - that is, you’ll be able to see what other pages your audience is actually engaging with directly.
Where the two overlap, you as a marketer, can gain valuable knowledge: let’s say you are a brand specialized in automotive reviews and you see that a large portion of your audience also likes dog rescue pages.
You’ll be able to go into those pages to find out how your audience is interacting and what kinds of posts really grab their interest.
With that information you can improve your content strategy and create posts that are as relevant as possible to the audiences you want to reach.
For instance, maybe reaching out to some doggy influencers would be a good idea?
How Can You Use Socialbakers Audiences to Better Understand Your Community?
Socialbakers Audiences uses Facebook, Google Analytics web traffic, and more to collate your data into one easy-to-use interface automatically - so you don’t have to do a thing beyond connecting your data.
Because it pulls data specifically from your active audiences, the platform brings real added value, bringing everything together to give a complete, 360° view of your actively engaged audiences.
This is a huge boon to marketers for their personalized marketing efforts - after all, people are multidimensional and individual, shouldn’t the data you use to reach them be, too?
Within your Personas, audience share and uniqueness will help you fine tune your audience segmentation even more by allowing you to see multiple and varied audience personas, separated within your more general audience.
For example, it can show you that, let’s say, 20% of your audience likes music and live events, while 9% of your audience loves software and advertising.
This data is especially useful because the faster marketers get to know their audiences at a granular level, the better.
Getting accurate and actionable information at the top of the funnel will have a positive impact on your success that echoes all the way down to the bottom of the funnel when leads and prospects are more eager to buy and cost less overall to convert.
You can check out our blog on why you should be investing in your top of the funnel marketing here.
Which Tool Should You Be Using?
However, the best approach is to always consider the holes in your social media audience analysis and choose a tool or tools that can help you plug those leaks to settle on a watertight social media marketing strategy.
A Tool For: An Overview
Facebook may be limited to your audience on the platform itself, but you can add in information from your CRM to Facebook Ads manager to create custom audiences to help build lookalike audiences for your ads.
The value here is validation of information you may already have in some form (ie. in your CRM), and the ability to report on your overall audience size, growth, and demographics. Facebook Audience Insights does this well at a general level.
A Tool For: Actionable Audience Insights
The goal, after all, is meaningful engagement!
The value of this approach is that it allows you to not only produce more innately relevant ads, but that you can apply what you learn to every area of your marketing to optimize and succeed where you might have been lagging behind.
Additionally, the specificity of the information gathered will help you to validate or improve on information you may have already collected in a CRM. Just bring the information you’ve gained from Socialbakers about your active audience and add it to Facebook Insights or any other ads medium alongside your CRM data for razor sharp targeting.
A Tool For: Benchmarking
The best way to effectively benchmark and report on your performance is to tap into a smart ad analytics tool in conjunction with your Facebook Audience Insights data to gauge your performance in context.
Do that by evaluating what tools are at your disposal, and where there might be holes in your social media audience analysis that affect your performance.
There’s nothing wrong with using more than one tool, but keep it manageable. Choose tools with synergy, and find a tool that integrates as much of your social media management into one easy-to-use interface as possible.
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