HOW TO USE FACEBOOK’S AUDIENCE INSIGHTS TOOL TO FIND THE RIGHT PEOPLE

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With Facebook Audience Insights, you can see a wealth of information about the people on Facebook and who lượt thích your Facebook Page.

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Facebook provides this data to lớn advertisers so we can make better ads that resonate with our audiences. Not only does this help make our campaigns more profitable, it also helps ensure people see the nội dung most relevant to lớn them và therefore improving the overall user experience on Facebook.

By understanding how khổng lồ use Facebook Audience Insights, you"ll be able to make better audiences & find the gold mines hidden inside them. Having the right insights can also help prsự kiện wasted budget on the wrong audiences.


Key takeaways Facebook audience insights is a không tính tiền tool from Facebook to learn more about your follers & fans You can use Facebook audience insights to lớn retìm kiếm, create, và segment Facebook audiences You can also use it to better develop buyer personas

Before diving in how lớn use the data, here"s how khổng lồ access it:

How to get to Facebook Audience Insights

To access Facebook Audience Insights, cliông xã on the main menu in the top left anywhere inside the Facebook Ads Manager. Then under the "Plan" column, choose "Audience Insights." You can also type facebook.com/ads/audience-insights in your browser lớn go there directly.

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Cliông xã "Audience Insights" khổng lồ get to lớn Facebook Audience Insights

How lớn use Facebook Audience Insights

First, select your seed audience lớn analyze. You have sầu two to choose from:

Everyone on Facebook, which you can narrow down by several filters, orPeople Connected to Your Page, which shows just the data for people who like your Facebook Page(s)

Once you"ve sầu selected a base audience khổng lồ analyze, you can filter these down further to find useful nuggets of information.

Can you see custom audiences in Facebook Audience Insights?

No. In 2018, Facebook removed the ability lớn analyze custom audiences from customer data or from the Facebook Pixel due lớn user privacy concerns.

The basics of Facebook Audience Insights filters

After you"ve selected your seed audience, you can begin using the filters on the left sidebar to lớn narrow down your seed audience to lớn uncover data about more specific groups of people.

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The basics of Facebook Audience Insights filters

Location

You can add narrow down your audience by including and/or excluding specific locations. The default location is the United States. You can exclude specific states in the United States by hovering over the dropdown arrow next lớn "All United States" và clicking "Exclude Locations."

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How to lớn exclude locations in Facebook Audience Insights

If you want lớn look at locations other than the United States, cliông xã the "X" next the United States to lớn remove it as a selected location. Then you can type in any new country, region, or đô thị. You can add multiple locations to analyze more than one location at a time (for example Los Angeles và New York City).

Or if you want to see insights inlớn the global audience of Facebook users, leave the location field blank.

Age & gender

Under "Age & Gender" you can narrow your audience by a minimum and/or maximum age and gender.

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How lớn narrow your audience by age & gender in Facebook Audience Insights

Interests

Under "Interests" you can include the same interests that you can target when setting up Facebook Ads. So if you want to see the kinds of people who are interested in "Advertising" simply select it to lớn apply it to your audience. You can add multiple interests, but you cannot exclude interests.

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How to narrow your audience by interests in Facebook Audience Insights

Interests are a huge part of finding gold mines in your audience insights. Facebook"s algorithm attributes interests to lớn users based on their real activity and behaviors, such as the pages they like, the nội dung they engage with, and the ads they click on.

Connections

Although you selected your seed audience upon loading Audience Insights, you can modify it under "Connections" if you wish. You"re able to lớn select the individual page if you have sầu multiple và you can also exclude another one of your pages.

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How to narrow your audience by connections in Facebook Audience Insights
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Advanced Facebook Audience Insights filters

By clicking "Advanced" at the bottom of the filter sidebar, you"ll uncover several advanced filters to narrow down your audience for analysis.

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Advanced filters available to lớn narrow your audience in Facebook Audience Insights

I won"t go through each one individually as you"re not likely lớn use most of them. The most frequently used are "Relationship Status," "Job titles" (especially for B2B), "Parents," & "Life Events."

Depending on your product/service these filters could actually be staples of your targeting for most of your advertising on Facebook. If not, you could still use these filters to creative messaging on your ads that can still relate to your product/service.

After using the basic and advanced filters lớn create an audience, it"s time lớn learn how lớn analyze it and get insights!

How to lớn analyze Facebook Audience Insights

To make things simple, we’ll pick software as an interest and see which data we’ll be able to uncover. Keep in mind this is an example of a very generic parameter so you may want to refine it your actual use. Looking towards the top of Facebook"s Audience Insight tool, you"ll see four tabs: Demographics, Page Likes, Location, & Activity. We"ll start with demographics.


If you apply too many layers và have sầu fewer than 1,000 people in the seed audience, Facebook may fail to show any data. On the other h&, broadening the audience (lượt thích we did as an example) may lead to irrelevant suggestions. All in all, keep your seed balanced for best results.

Demographics

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Select "Demographics" to lớn begin analyzing Facebook Audience Insights

The Demographics tab encompasses data on age, gender, relationships, education, & job titles. In our case, over half of Facebook users who showed interest in software are currently married và have sầu a college degree.


The darker blue bars represent your selected audience. The light grey bars behind the darker xanh represent the global Facebook audience so you can see where your audience over or under indexes compared to lớn all users.
You can also see the types of jobs people have sầu in your audience

This menu is sorted in descending order of how much your selected audience over indexes compared to all Facebook users. It is not by default sorted by most popular job titles, which is why seeing "Farming, Fishing and Forestry" at the top is confusing at first.

If you click on the "Selected Audience" column header, you can sort by most popular job titles.

Page likes

One of the more interesting things khổng lồ look at in Facebook Audience Insights is the Page Likes tab. It shows you the most relevant pages & categories of pages based on pages liked by your selected audience.

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You can see the most relevant pages aao ước your selected audience

Under the Affinity column, Facebook tell us "how likely your audience is to lớn lượt thích a given page compared lớn everyone on Facebook.” In smaller audiences, this data will be more useful & I"ll show you a few ways you can use these insights for Facebook campaign ideas below.

The other key metric here is Relevance. Facebook defines Relevance as “the Pages that are the most likely to lớn be relevant lớn your audiences based on affinity, Page form size, & the number of people in your audience who already like that Page.”

It’s worth mentioning that not every interest from this list is available for targeting. To kiểm tra whether it’s eligible, put it into the Interests field in the sidebar. If it’s not found, you won’t be able lớn target this interest.

Location

Within the Location tab, you get an overview of top cities, countries, và languages for your selected audience. Since we limited the location khổng lồ the US only, there isn"t much useful data for us here. No surprises in the language zone either: 91% US English và 6% Spanish.

Xem thêm: Tuổi Quý Hợi Sinh Năm 1983 Là Năm Con Gì, Tuổi Con Gì, Mạng Hợp Với Những Gì?

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Location và language data in Facebook Audience Insights

Activity

The "Activity" tab gives us insights inkhổng lồ users’ activity and behaviors in our selected audience. These are displayed in two sections: Frequency of Activities & Device Users.

Frequency of Activities reveals average comments made, posts liked, posts shared, promotions redeemed, & ads clicked in the last 30 days. In our software audience, people have liked 23 posts và clicked 29 ads in the past 30 days, which is a healthy amount of activity.

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Frequency of Activities lets you know how active sầu your audience is on Facebook

Device Users may be crucial to lớn know for your targeting, even more so with web-based products or services. It also includes two options: "All Devices Used" & "Primary Device" so you can see which device they use Facebook most on.

Because you can split your target audience when making ads by Smartphone, desktop, và platform, this could be insightful for planning your next chiến dịch.

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Device Users tell you how your audience uses Facebook

In our audience interested in software, it will be very important khổng lồ make ads optimized for điện thoại for both iOS and Android. Not only would we need to take this into lớn consideration for our ad creatives, but also the landing pages if the campaign requires it.


How to lớn save sầu audiences in Facebook Audience Insights

You can save your audiences with filters for future reference & for use as audiences in ad sets directly from Facebook Audience Insights.

To save sầu your current audience, click on Save in the top bar inside Facebook Audience Insights, choose a name for your audience, và confirm.

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How lớn save sầu audiences in Facebook Audience Insights

If you make edits to an audience that you"ve already saved, clichồng Save As under the More dropdown menu khổng lồ save this audience as a new audience without overwriting the original.

How to lớn open an audience in Facebook Audience Insights

To open a previously saved audience, clichồng Open in the top bar inside Facebook Audience Insights, and choose from one of your saved audiences to lớn open. You can open an audience khổng lồ analyze or make an edit and save sầu it again.

How lớn use a saved audiences from Facebook Audience Insights in an ad campaign

You can use the current audience you have sầu open in Facebook Audience Insights as an audience for an ad phối by clicking the green button at the top right that says Create Ad.

The Facebook Ads Manager will open the campaign creator. You can create a new chiến dịch here or use an existing campaign. Once you configure the chiến dịch settings và move sầu to lớn the ad phối, Facebook will automatically populate your saved audience from Facebook Audience Insights as the audience for the ad phối.

From here, you can create the rest of your ad set và ads, but remember, once you go live, no changes in the audience configuration are possible.

5 Ways lớn use Facebook Audience Insights

1. Improve the profile of your buyer personas

Buyer personas are representations of the ideal persona your customer is and hopes khổng lồ become. With data from Facebook Audience Insights, you can supplement your current buyer personas with demographic và interest data.

With improved buyer personas, not only will your overall messaging và approaches work better on Facebook ads, but they can also be applied khổng lồ kinh doanh messaging across all your channels.

It"s an essential thành tựu lớn your digital ad launch checkdanh sách that shouldn"t be overlooked.

2. Use interests the people connected khổng lồ your page have as new cold audiences for Facebook ads

After you load or open the audience of people connected khổng lồ your page, go baông chồng lớn the Page Likes tab. There you’ll see the top page your connections have an affinity towards. What you"re looking for here is other brands that your connections lượt thích that you can tie in some way lớn your content and ads.

Let"s take a B2B example và the tài khoản I"m working on is an tin nhắn kinh doanh SaaS tool. Here"s a few ideas:

I can pick out brands here that I may be able to lớn partner with for content (e.g. interviews) to use in ads to lớn warm up cold audiences & retarget laterI can see if there are brands in similar fields that have a selectable interest for targeting (e.g. Business and industry > Online > Web design)I can go khổng lồ each of their Facebook pages, look at what ads they"re running, and find inspiration for ad angles & approaches I can adopt for my account

3. Segment demographic data into separate audiences

In the Demographics tab, again you can see the proportion of gender, age, relationship status, education màn chơi, & job title. What stands out here lớn you? Is there a particular age group that stands out? Gender? Job title?

What you can do is piông xã out some of the largest segments & use those segments as unique audiences with custom ad creative sầu và messaging that speaks better to that audience segment.

In theory, this could create ads that resonate more with your audience, could achieve a higher relevancy/engagement score, & generate a higher ROAS.

You could run these tests with a low budget, use facebook ad automation to help control costs, or post them as an organic post on your page & see how they do compared to your normal posts.

4. Segment location data into separate audiences

Another group of audience segments you can create is based on location. Are there certain locations that stvà out aước ao the rest?

You can take your largest locations, whether they are cities (if your audience is big enough), states, or small countries, và create separate audiences for them. Then you can create tailor made ads for those st& out locations. By referencing your audiences" city in the ad copy or creative sầu, your ads can stand out in the newsfeed.

5. Optimize ad campaigns based on your audiences" device usage

In the Activity tab, you can see what type of device your audience is using to lớn access Facebook. Then make sure you select Primary Devices. You will most likely see much more users on Mobile (iPhone/iPod, Android, và di động Web) than Computer (desktop).

If you"re running ads lớn your trang web, it"s crucial that your website is fast và designed well for use và conversions on di động devices. It may be necessary to segment điện thoại users in an audience và make a separate trang đích just for them lớn improve your conversion rate.

How to quickly create ad sets from your saved audiences

Like I mentioned before, you can create a Facebook chiến dịch and ad set from the current audience you have open in Facebook Audience Insights. If you have sầu a lot of saved audiences you want khổng lồ make ad sets for, you"d have sầu to lớn do it one by one. If you want a faster way, our Facebook ad tool, thangvi.com, can help you vày this much faster.

thangvi.com is a Facebook ad automation tool and it can help you save sầu time & effort when running Facebook campaigns. One of our features relevant to lớn today"s topic is Bulk Creation, which lets you quickly create lots of campaigns and ad sets. And when creating those ad sets at bulk, you can simply choose the audiences you saved in Facebook Audience Insights. Here"s how:

In thangvi.com, choose Bulk Creation và configure your campaign và budget settings. On the Targeting step of the Bulk Creation workflow, you"ll then see all your saved audiences from Facebook Audience Insights inside thangvi.com.

How khổng lồ bulk create Facebook ad campaigns with Saved Audiences in thangvi.com

During this step, you can simply check each audience you want lớn create an ad mix for in one swift action. On top of that, you can split each audience for further segmentation based on interests, demographics, locations, and more - all automatically. For example, if you have a saved audience of people interested in Web Design, you can split that saved audience by the top locations all done for you.

You can create several variations of your saved audience automatically with thangvi.com

Want to learn more about automating Facebook ads? Check out our Facebook ad automation guide.

How lớn include Audience Insights inlớn your routine

Keep in mind that while products don’t change overnight, you need to lớn keep an eye out for new refined segments và tailor your customer personas to lớn the real picture. Audiences vì chưng evolve, và so does hàng hóa perception. Because of this, Facebook Audience Insights is not merely a tool lớn help with ad targeting but a powerful analytics tool to lớn verify your hypotheses.

Always plan & kiểm tra insights before you create a new chiến dịch and make this a part of your standard workflow. I would say khổng lồ look at Audience Insights every two weeks, play with filters, and you may find some new opportunities.