What are Facebook Audience Insights?
Facebook Audience Insights is different from the Facebook Page Insights in a very important way: while Page Insights provides information on those who’ve already visited and interacted with you on Facebook, the Audience Insights allows you to garner information about prospective visitors — individuals who have yet to visit or interact with your Facebook ads or page.
What information Can You Get From Facebook Audience Insights?
Facebook Audience Insights reveal lots of different information about Facebook’s users, including:
• Demographics such as age, gender, lifestyle, interests, education level and even the number of people living in that individual’s household.
• Geographic location and information on the visitor’s preferred/native language.
• Purchasing behaviors, such as the frequency of their shopping activities and their preferred method of shopping.
• Facebook usage habits, such as frequency of Facebook visits and the type of devices they’re using to visit your page and other Facebook pages.
These are just a few of the many bits of information you can discover about your target audience. You may also find other useful info, such as which pages your visitors have “liked”, along with a break-down on three specific groups of people:
• There are people who have a direct connection to your Facebook page, company, etc.
• There’s the general Facebook audience;
• And there are the members of custom-made audience groups, such as your subscribers, supporters or customers.
How Can You Use Facebook Audience Insights?
It can be used in lots of different ways. It’s helpful for companies and marketers who want to learn more about the demographics of Facebook users in a particular area, age group and beyond.
You can use it to learn more about Facebook users as a whole or the members of a specific group or population segment.
Quite simply, it’s all the information you need to more effectively target your Facebook ads, your Facebook fan pages and other marketing materials. The more you know about your audience, the more successfully you can target those users in a manner that’s apt to resonate with their unique preferences, needs, web browsing habits, shopping habits and, of course, their behaviour on Facebook!
For instance, if you know that a segment of your target audience primarily shops online, then you may use web-based promotions to draw in those individuals. Conversely, the insights may reveal that your target audience primarily shops in-store, so for these individuals, a marketer may opt to ramp up in-store-related promotions for this group of shoppers.
Facebook audience insights is currently found within the Ads Manager interface on US-based accounts or you can go here. The US rollout occurred in early May 2014; a global rollout is scheduled to take place in the coming months.