Facebook offers a variety of ways to target valuable audience segments for your business. Although many resources on the web provide insights, Facebook provides powerful tools necessary to understand and connect with your audience at scale. Facebook utilizes their own first-party data to better inform advertisers on valuable audience insights. Besides using your own first-party data to target customers, utilizing the platform’s immense data and toolset is a helpful way to prospect new users and target attributes of Facebook users essential for brand growth.
Audience Insights, a tool in the Facebook platform, allows advertisers to gather information on audiences before devising a thoughtful marketing plan to connect with them. This tool helps brands understand the attributes of their audience and offers targeting segments to consider when creating Facebook advertising strategies.
Gain Insights Into Audiences Valuable to Your Business
Facebook allows marketers to view audience information in a few different ways. The primary way is by looking at Facebook as a whole. By users inputting a variety of specific types of interests, Facebook provides relevant information and trends that are associated with the interest for all its users. Going further, if you want to view details only for your desired audience, Facebook will provide relevant data on demographics, page Likes, location and activity.
Besides looking at interests, Facebook allows you to look at data regarding occupation, relationship status, education and more. For example, by looking at the insights for users who have classified their relationship status as “Single,” we can then gain a deeper understanding on their job title and education level. You can then layer on additional parameters to learn even more about your audience, such as adding a “Dog” interest on top of the “Single” relationship status. Make sure to browse Facebook’s immense amount of targeting data to further investigate insights on your audience.
If you only want to focus on audiences connected to your Facebook fan page, simply select “Pages Connected to” under “Pages,” and select the Facebook pages where you would like to gather insights. This is great to understand what types of Facebook audiences are engaging with your brand so you can extend and test these targeting segments within your next campaign.
Utilize Insights to Tailor Your Messaging and Attract Your Audience
Looking at Audience Insights is helpful to providing the appropriate type of content and messaging to your desired audience. Understanding exactly who your audience consists of will help you to drive the perfect message as a marketer.
For example, if you’re marketing a specific beauty product and notice that fans of a particular business beauty page/interest are 25-35 years old and live in Los Angeles or New York with a certain job title, you can look at related beauty pages and gain ideas on how to better connect.
This tool helps you understand competition, as well. If a company or page has enough traffic, you can search for them in the “interests” section and look at data like age, gender and even education level of their visitors.
Thinking Outside the Box and Advertising to the Right Users
Although messaging is important, if you’re going to advertise your business page, you need to find unique ways to target your audience in order to stand out. By viewing insights of your business page, you can gather information about who on Facebook most interacts with your brand. If a certain age group with specific interests are trending within your insights, test that audience in your advertising efforts. Advertisers would definitely benefit from this tool in the first phase of planning to help guide audience targeting.
Sadly, sometimes Audience Insights doesn’t provide the exact information you’re seeking. For example, Facebook doesn’t have the targeting capability to target expecting mothers. By thinking outside the box, though, you can discover interests that would appeal to mothers-to-be. By typing in “pregnancy,” you can view categories and pages generally associated with this topic. By noticing that pages such as “Babies ‘R’ Us” and “Gerber” normally involve children, you can then test new audiences by layering these interests on top of your targeting.
Be Ready for Your Campaigns
A lot goes into marketing and prepping your campaigns, so analyzing and coordinating your messaging and targeting will help formulate your strategy. Don’t be scared to test new audience segments and messaging to find the perfect strategy for your brand.
Overall, though there are many resources to gather insights on your market, Facebook’s Insights platform is still a great place to start. Think creatively and spend time researching different interests and the other targeting capabilities Facebook offers. If you’re prepared and informed before launching campaigns, you’ll have a greater chance to truly connect with the right audience segments and grow your brand.