Facebook Audience Insights

Targeting the right audience is the most vital part of executing a successful campaign. However, when you are executing a new campaign and are unsure of the right targeting, FB Audience Insights comes to your rescue!

Going back in time, when Audience Insights were not present in the Ads Manager, advertisers had a tough time in analysing their audience. A ‘trial and error’ method was used in order to gain an understanding of the targeted audience. This method was not only time consuming but also required considerable capital.

However, with Audience Insights, advertisers are in a better position to evaluate and examine their targeted audience. It is a tool that helps you with insights that can form the base of your targeting. This helps you analyse your targeting and refine it thereby making it easier to achieve your goals.

It is designed to help marketers know more about their targeted audience. Information such as demographics, geography and purchase behaviour of the user can be known. This information can be analysed and can give us a better understanding of the targeted audience.

Audience Insights are not Page Insights. Audience Insights look at the trends related to your fans or target audience across FB whereas Page Insights provide detailed information about the interactions on your Page such as Likes, Comments and Shares. Audience insights give you aggregated but detailed insights with various targeting options to select. In order to obtain insights about an audience for your Page, you must have advertiser level permissions or higher for your Page.

Audience Insights is present as a menu item on the left hand side of your Ads Manager.

Audience Insights on Facebook Ad Interface:

Start by choosing the most appropriate audience. You can obtain insights for three different groups of people.

1. Everyone on Facebook (the general Facebook audience)

  • Select this audience when you need to know more about a typical Facebook user. This helps you obtain aggregated insights about all the people available on Facebook

2. People connected to your Page

  • This can give you detailed insights about fans of your page

3. A Custom Audience

  • This helps you receive Insights on audiences that you have already created. Custom Audience are a set of email IDs, list of phone numbers or website custom audience. Website Custom Audience are a set of people who have visited a specific page of your website
  • In order to obtain insights, the minimum size of the custom audience needs to be 1000. Also, you are unable to view this option if you haven’t created a custom audience

Selecting your Audience:

  • Account: This shows you the account for which you will be obtaining the insights. If you have multiple accounts, a drop down is available to select the account for which you wish to view the audience insights
  • Custom Audience: You can view insights on your previously created custom audiences. To view insights on a typical FB user or fans of your FB Page, do not select any audience
  • Location: Select your targeted location to refine your results. You can also exclude a smaller region from a bigger location. Example: Excluding Mumbai from India
  • Age and Gender: You can further refine your audience by selecting the age and gender to be targeted
  • Interests: These categories are similar to interest categories that are available when you create an ad through the Ads Manager or Power Editor. Enter the interest categories to refine your insights
  • Connections: You can either choose people that are connected to your page or people not connected to your page. If you do not mention your page in either text boxes, you receive insights for all users on Facebook

Advanced Category Selection:

  • Behaviour: This targeting is similar to that you find while creating ads on Ads Manager or Power Editor
  • Language Targeting: If you are looking for a specific language speaking audience. For example: for a Hindi news channel, you would want to target people who speak Hindi and have updated their profile as ‘Hindi’ in the list of spoken/read languages
  • Relationship Status: You can target the audience as per their profile’s relationship status. For example: You are running ads for a brand like shaadi.com. It would be appropriate to target singles between the age group of 22 to 30 years
  • Education and Work: Lets you target people based on their education degree, job title and type of office
  • Financial: Target people based on their financial status. As per the information mentioned in their profiles. Eg: car owned, address of your home, designation, etc. FB finds an approximate value of the money people earn and bucket them as per their financial status
  • Home: Target people based on their home type, value and ownership. Facebook receives this information from their personal profiles and classifies them into predefined buckets
  • Market Segments: Broader categories are covered in this segment. Eg: based on generation and household composition
  • Parents: Target parents. Example: This can be used for a brand that sells bicycles. Depending on the age of the children, you can target parents with appropriate ads
  • Politics and Life Events: Politics is available for United States only. Target various life events like a new relationship or a job via this category. This targeting can be used by e-commerce clients. For example: They can target existing customers with special offers on their upcoming birthday
  • Device Owners: This targeting lets you target people based on the cell phone they own. Brands that sell selective mobile spare parts or accessories can make use of this targeting

Save and Edit your Targeting:

Once you have completed your targeting and analysed its insights, you can also save the targeting. You can then target this saved audience via Power Editor. You can also modify/edit your saved audience.

Audience Insights are bifurcated into the following categories:

  • Demographics: Age and gender, lifestyle, education level, relationship status and job title
  • Page Likes: The top Pages people like in different categories
  • Location and Language: Where people live and the languages they speak
  • Facebook Usage: How frequently people in the target audience login to Facebook and which devices they use
  • Household: Based on home ownership and household income
  • Purchase Activity: Past purchase behaviour and methods (online vs offline). Facebook Usage and Purchase Activity is currently available only for United States

Below are above mentioned categories in detail:

1. Demographics

  • Age and Gender

  • Insights show the percentage distribution of audience based on age and gender
  • Selected audience refers to the audience that we have selected and Facebook users are the total users on Facebook
  • Example: 35.6% of the selected audience are women between the age of 25-34 years whereas 30.2% of FB users are women of 25-34 years
  • Now that you know your audience consists of approximately 33% women and 67% men. You can choose to run a separate ad set for men with more relevant ads and messaging
  • Lifestyle
  • Lifestyle is available for US audience only
  • It is based on the purchase behaviour of the audience
  • These insights can be very helpful for an e-commerce brand. It can help you understand the purchase behaviour pattern of people who have been interested in the products that you offer
  • The audience is segregated based on their past purchase behaviour and purchase methods
  • For instance, an e-commerce website offers a 15% off on all cosmetics. It can target people who are heavy online buyers of cosmetics and ladies apparels
  • Relationship Status and Education Level

  • Percentage in blue colour is that of the targeted audience whereas the one in grey depicts the percentage of the total audience on FB
  • The percentage (+/- shown at the bottom of the image) depicts the % difference between both the audiences (total FB users and the selected audience)
  • Since a majority of the selected audience is single, you can look at targeting them separately with a different messaging. Example: For a car brand, you can have ads themed around ‘going on road trips are much more affordable with our amazing mileage’. Similarly, you can target college and graduate students separately too
  • Do not bifurcate your TG into very small groups as it may end up increasing your cost per objective
  • Job Title

  • The above image shows the percentage of the selected audience in specific job titles
  • For example: we can conclude that people working in Architecture and Engineering, IT and Technical field form a major share of the selected audience
  • You can use these insights and run campaigns clubbing similar job titles with different messaging for each group

2. Page Likes

  • Top Categories

  • This image shows the top categories liked by the selected audience
  • Insights show that the selected audience has liked pages related to kids, food, jewellery, etc.
  • You can target the relevant brands in your interest categories to reach out to a broader and relevant audience
  • Page Likes (by relevance)

  • The above image shows how likely the selected audience is to like the page as compared to others on FB
  • These pages show how interested your audience is in other brands. Targeting these FB Pages can help you reach a wider relevant audience
  • Affinity predicts how many times (x) is your selected audience likely to be interested in your FB page as compared to the total FB audience

3. Location Based Stats

  • The image shows the distribution of your selected audience in top 10 cities
  • You can run campaigns specifically for your top 10 cities. For eg: a special offer/discount only valid for these top regions
  • Also, you can get insights based on different countries or people speaking different languages

4. Activity Analysis

  • Frequency of Activities

  • The image depicts the Median number of actions carried out by the selected audience
  • It shows that each person on an average has liked 7 pages in their complete FB lifetime, commented twice, liked 5 posts and shared 1 post, etc. in the last 30 days
  • This is an aggregated value and shows the interaction activity of your selected audience on Facebook
  • Device Users

  • The image shows the devices used by the selected audience to access Facebook
  • The left hand image gives a brief division of the device used whereas the right hand side of the image gives you a detailed split of the device and the type of device used
  • The data shown is the activity monitored in the last 30 days
  • Based on these insights you can run ad sets with different placements. Example: for a news channel you observe that people do not interact much on desktops however, engagements on mobile devices are very high. You can then choose to run your campaigns for only mobile devices (placement) and not show your ad on desktop news feed

Thus, to conclude, Audience Insights help you understand your audience in a better way. It helps you avoid the ‘trial and error’ method giving you aggregated but accurate insights for your selected audience. This helps you utilize your capital more efficiently by expanding your reach and targeting the most relevant audience.

Audience Insights help you obtain detailed insights on your audience even before you target them!

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