How to Use Facebook Audience Insights: What Marketers Need to Know

social media how toAre you looking for a tool to help you target your Facebook ads more effectively?

Do you want to learn more about the people your ad reaches before you spend money on it?

Even the most effective ad copy can fail if it doesn’t reach the right audience.

In this article you’ll discover how using Facebook’s Audience Insights can make sure your ad reaches the right Facebook users.

About Facebook Audience Insights

While both Power Editor and the Ad Creation tool let you customize the audience you want to target in your campaign, they don’t give you any insights for that audience before running with it.

facebook audience insights

Find out what you need to know about the new Audience Insights.

Audience Insights lets you learn about a specific audience before putting your budget on the line.

facebook audience insights dashboard

The new Audience Insights feature from Facebook.

For example, if you create an audience to target people who like the Social Media Examiner page in the US (I’m leaving gender and age groups open), you can now see that you’ll be targeting 63% women and 37% men. You didn’t have access to this kind of data before.

facebook audience insights gender and age breakdown

Audience breakdown by gender and age group.

Audience Insights gives you the power to make decisions and adjust your target audience in real time, based on the data in front of you.

The data is gathered from two main sources:

  • Self-reported data: This is data gathered as people share on their personal profiles. It includes liking inside Facebook, relationship status, job, education level, etc.
  • Off-Facebook data: This is data collected by companies such as Acxiom, Epsilon and Datalogix, and includes information such as purchasing behaviors, home market value, household income and more. When looking at this third-party data, pay attention to the percentage of audience matched at the bottom of each chart. This external data is matched to Facebook user IDs and the chances of getting even close to 100% are very low.
facebook audience insights match percentage

Check the percentage of audience matched at the bottom of charts.

Ready to get started?

#1: Choose or Create an Audience

By default, Audience Insights lets you choose from three different starting points:

facebook audience insights creation options

Three options to start building your audience.

If these options don’t fit your needs, simply close the window and use the left sidebar to create your new custom audience from scratch.

The Audience Insights sidebar includes the same targeting options available on Power Editor and the Ad Creation tool:

  • Custom audience—Populate an existing custom audience to analyze it.
  • Location
  • Age and gender
  • Interests
  • Connections—Include or exclude your own fans.
  • Advanced—Filter for behaviors, language, relationship status, education, work, financial, home, market segments, parents, politics, life events and device owners.
facebook audience options

Create your audience using the options in the left sidebar.

#2: Explore the Data to Adjust Your Audience

The data is divided into six main tabs:

  • Demographics
  • Page Likes
  • Location
  • Activity
  • Household
  • Purchase
facebook audience insights tabs

Navigate the data with the tabs at the top menu.

The charts in each tab are completely interactive. You can click on one specific segment of your audience to focus on that group or you can adjust your audience from the sidebar.

facebook audience insights age segment

Click on a specific segment of your audience to target that segment.

How the Data Is Sorted

Some of the data presented is based on affinity; in fact, it’s sorted by affinity by default.

Affinity is the likelihood of a segment being in this audience over the average Facebook user.

For example, in the following image, not only can you see that 16.2k people in this audience also like Mari Smith, you can also see that this audience is 87.8 times as likely to like this than the “All Facebook” audience.

facebook audience insights segment affinity popup

Hover over specific segments to view its affinity.

Affinity is so accurate, I dare to say that if you are reading this, there’s a good chance you follow both Social Media Examiner and Mari Smith in one way or another.

Additionally, you can compare between the audience and the average Facebook user. The “Frequency of Activities” chart is one of my favorites. In the following image you can see how the “Lifetime Pages Liked” of the average Facebook user is 18, while this audience is showing an average of 63.

facebook audience comparison

Compare your audience to Facebook averages.

Here’s what you’ll find under each data tab.

Demographics

  • Age and gender—Self-reported information from people 18 and older in their Facebook profiles.
  • Lifestyle—US demographic and interest data based on purchase behavior, brand affinity and other activities. (Source: Personicx)
  • Relationship status—Self-reported data from people who list a relationship status on Facebook.
  • Education level—The highest level of education reached based on self-reported data from people on Facebook.
  • Job title—Likely industries people work in based on self-reported data on Facebook.

Page Likes

The Page Likes tab has two sets of important information, primarily because it’s focused on affinity.

  • Top Categories—This is based on interests liked by users inside Facebook in different categories. In this audience, you can see that the most liked “Business Person” is Mari Smith, and Amy Porterfield is a favorite under the “Product/Service” category.
top categories liked by a facebook audience

Top Categories will help you discover what your audience likes on Facebook.

  • Page Likes—Facebook pages that are likely to be relevant to your audience based on Facebook page likes. This is also a great way to find other relevant sources in your niche.

Location

The Location tab is divided into three subcategories:

  • Top cities
  • Top countries
  • Top languages

Use this to identify, add or remove people who live in specific areas based on the level of affinity.

top cities lived in by a facebook audience

Use location to target or exclude specific areas in your audience.

Activity

You’ll find two sets of very useful data here:

  • Frequency of activities—How many times your audience performs specific activities such as liking pages or posts, sharing posts or commenting and redeeming promotions or clicking on ads.
  • Device users—When you select placement for your ads, you are faced with questions like “Should I go desktop only or should I add mobile? Or both?” “Should I target specific devices?” This answers those questions by providing a breakdown of how your selected audience accessed Facebook in the last 30 days.
facebook audience sorted by device

Device Users will help you decide the placement of your ad.

Household

Household data is available only for users in the US, and the estimates are based on survey responses, purchase activity, census and publicly available data through external parties like Acxiom.

You’ll find the estimated percentage of audience matched at the bottom of each chart. This is important because while you can find a match of 81%, in many cases the percentage can be as low as 37%.

There are five data sets included in this tab:

  • Household income
  • Home ownership
  • Household size
  • Home market value
  • Spending methods
facebook audience house market values

Learn more about the household of your audience.

Purchase

The Purchase tab offers information based on US purchasing behavior collected by Datalogix, Epsilon and Acxiom.

You’ll find four types of data:

  • Retail spending
  • Online purchases
  • Purchase behavior
  • In market for a vehicle
facebook audience purchase histories

Learn more about the purchasing behavior of your audience.

Use each of these tabs to adjust your audience perfectly.

#3: Save Your Adjusted Audience

Once you’ve created and adjusted your audience, click Save on the top menu. Next, give a descriptive name to your audience and click Save.

naming a facebook custom audience

Save your audience for future use.

Your new audience is now available to use on Power Editor under Saved Groups or you can immediately create an ad.

create a facebook ad popup

Immediately create an ad to target the audience you just created.

Simply click on Create an Ad on the top right corner of your screen and a window with the option to use the Ad Create Tool or Power Editor will open.

Access to Audience Insights

Not everyone has access to Audience Insights yet. When you do get access, load your existing custom audiences to see the insights into groups you’re already targeting.

Use what you learn to make sure your ads are served up to people in the perfect audience.

What do you think? Have you used Audience Insights? Do you see this tool adding value to your existing ad strategy? Let me know in the comment section, or if you have any questions, feel free to ask.

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About the Author, Francisco Rosales

Francisco Rosales is the founder and author of SocialMouths, twice winner of Social Media Examiner's Top 10 Social Media Blogs, Likeable to Profitable, the Ultimate Guide to Master Facebook Advertising. Other posts by »




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  • William

    Great article and exciting features. How does one access the Audience Insights within Facebook? Thanks in advance.

  • http://dan.cx/ Daniel Lo Nigro

    Great article, thanks for writing it! :)

  • http://dan.cx/ Daniel Lo Nigro

    You can access it by going to http://facebook.com/ads/audience_insights. It’s not rolled out to 100% of people yet, so you may not have access just yet.

  • Sherry Hayes-Peirce

    Great Article can’t wait to try out the new features!

  • Nicola

    Thanks really helpful, I couldn’t seem to select an audience based on the ‘pages they liked’. I could only view them. Is this targeting an option?

  • Gemma

    I would also like to know the answer to this. Thanks

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  • Laura Belgrave

    Excellent article. I had no idea this was coming, but it promises a wealth of valuable information. Thus far I’ve never run more than a promoted post, but this may be worth trying to persuade the powers that be to let me experiment. Thank you.

  • http://linwrightdesign.com/ Linwright

    Great article! Took the words right out of my mouth. LOL. I recently used FB Audience Insights to get a client to increase their advertising budget. After they learned that their target demographic is highly likely to click on ads, they couldn’t resist. Audience Insights is an amazing tool to improve advertising and increase ROI! Great work!

  • Virginia Nicols

    Yep, I couldn’t get to it. Received a message to “try again later.”

  • http://www.socialmouths.com/ Francisco Rosales

    It’s supposed to finish rolling out in the states first and then the rest of the world in the next few months.

  • http://www.socialmouths.com/ Francisco Rosales

    Thanks Daniel, I appreciate that.

  • http://www.socialmouths.com/ Francisco Rosales

    You are absolutely right, the “pages they liked” chart doesn’t allow you to select a segment as other options do, for example “locations.”

  • http://www.socialmouths.com/ Francisco Rosales

    Thanks Laura, I’m also using it to learn more about existing audiences or even my own fanbase.

  • http://www.antoniocalero.com/ Antonio Calero

    Muy buen artículo Francisco! (Great article) I am really fascinated about this new tool and are finding new ways to use it, not just to Facebook or Social Media, but also for the real world. Can’t wait to have all features rolled out in other countries beyond the US.

  • http://www.7eyetechnologies.com Kristina Roy

    Another good article. Thanks to capture my attention about it.

  • Jitendra Padmashali

    Great !! If you’re a regular advertiser on the Facebook platform, then hopefully you’ve seen the recent news about the launch of Audience Insights.The third group of advertisers are those that do use insight to justify their targeting criteria.

  • Sunny Singh

    Worked me and i’m based in Australia. Great article btw!

  • William

    I have tried that, it just takes me to “Introducing Facebook Audience Insights.” Then when I click Learn more it takes me to a page where I can choose get started then “Overview, Drive Instore sales” etc. Where are the pages screenshotted in the article above?

  • http://learnhowtoblog.com.au/ Sean Rasmussen

    I’ve got it in Australia. Thanks. Valuable info, Fransisco.

  • http://www.socialmouths.com/ Francisco Rosales

    Gracias Antonio, I’d love to hear more about those new ways of using it, sounds like a good idea for a blog post.

  • http://www.socialmouths.com/ Francisco Rosales

    Oh, that’s good to know, thanks Sean!

  • http://www.antoniocalero.com/ Antonio Calero

    I just wrote one article about this topic on my blog, which by the way references the one you wrote on your site :)

  • http://www.socialmouths.com/ Francisco Rosales

    Glad you liked it Kristina!

  • http://www.socialmouths.com/ Francisco Rosales

    William, if you already have it, you’re supposed to find it here:
    https://www.facebook.com/ads/audience_insights

  • http://www.socialmouths.com/ Francisco Rosales

    Yup, looks like some people in Australia can already access it. Thanks for sharing.

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  • Vasilis Stergiou

    Hey @socialmouths:disqus , i’m trying to save a custom audience from Audience Insights and although it seems to be saved ok – i’m never able to see it in my power editor…although i have updated …. any ideas?

    Thank you for this excellent post :)







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