Working with Facebook Audience Insights: 6 Easy Steps

on Automation, Marketing Analytics • November 24th, 2021

Social Media Platforms like Facebook allow marketers to connect their brand directly with potential customers. You can interact with your Target Audience and tailor content to their interests.

The Facebook Audience Insights tools ensure that your Interaction and Social Engagement Strategies are targeted at the right audience. It is a powerful Marketing Analytics Tool that considers your audience’s Engagement, Reach, Location, Demographics, and Page Likes. The Audience Insights gives you tons of Data on your Target Demographic, which will help you better target your Facebook ads.

If you know how to use the Facebook Audience Insights Tool, you’ll be able to generate a better audience. Having the right information might also helps you invest in the right place.

In this blog, we’ll discuss the benefits of Facebook Audience Insights and how to use the wealth of information from this tool to create targeted ads. 

Table of Content

Prerequisites

  • Understand how to use Facebook Audience Insights 

What is Facebook Audience Insights?

Facebook Audience Insights - logo
Image Source

You can access a range of information about the people on Facebook who like your Facebook Page using Facebook Audience Insights. This information is provided by Facebook to advertisers so that you can create better Ads that resonate with your Target Audiences. Not only does this help us make our campaigns more profitable, but it also ensures that individuals see the information that is most relevant to them, improving the entire Facebook user experience.

You’ll be able to create better audiences and locate the gold mines hidden inside them if you know how to use Facebook Audience Insights Tool. Having the appropriate insights might also assist you to avoid squandering money on the wrong people.

The Audience Insights Tool allows you to analyze Facebook Audience Insights Data. You can narrow down Data based on Demographics, Location, Interest, and much more to learn about the behavior and habits of Facebook users. The Data from this tool is helpful for efficient Facebook ad targeting. 

Facebook provides Demographic Data about customers to advertisers so they can design ads that resonate most with their audiences. It makes your campaigns more profitable and also ensures that your audience is seeing relevant content. This improves the overall user experience that you can offer to your target audience on Facebook. Furthermore, by learning how to use Facebook Audience Insights, you’ll be able to efficiently manage your Marketing Budget. 

For further information on Facebook Audience Insights, visit official website here.

How do I get to Facebook Audience Insights?

You can get Facebook Insights by referring to this link “https://www.facebook.com/ads/audience-insights“. Once you visit it, your Audience Insights dashboard will automatically add your Ads account and populate the data for you.

Is Facebook Audience Insights free?

Facebook Audience Insights is available for free and users can use its features for free where they can get behavioral and demographic data about their and competitor’s audiences.

Key Benefits of working with Facebook Audience Insights

The key benefits of the Facebook Audience Insight Tool are:

1) Build Better Buyer Personas

Every business has to create an ideal buyer persona and a detailed description of a person representing the Target Audience. Building a buyer persona is puzzling, but it’s an essential building block of a successful Marketing Strategy. Facebook Audience Insights tool helps you to refine it through specific demographic details about your audience. You can find the Affinities, Interests, and Income to group them for refined advertising. 

2) Reach Ultra Specific Audience

One of the primary advantages of using the Facebook Audience Insights tool is its ability to help companies reach Specific Audiences. The Tool allows you to create a Custom Audience that can be narrowed down by gender, location, age, education, relationship status, etc. 

3) Identify the Content Your Audience Loves

Facebook Audience Insights can also tell you how your content is resonating with your Target Audience. It will also help you to identify recent trends and topics that your audience is looking for. This information is crucial in designing your Future Content Strategy. For example, if your audience is engaging more with your video content, your future content strategy and investment should be more on creating amazing videos. 

4) Learn More About Users who Took Actions on Your Page

Lots of visitors engage with your content. The Facebook Audience Insights Tool gives you Data about people who visit your page broken down by age, city, gender, country, and device. 

5) Create Compelling Ads for Your Target Audience

The Data collected by the Facebook Audience Insights Tool helps design successful and targeted Ad Campaigns for your business. You will be able to refine your ideal buyer persona with the insights given by the tool to target the group interested in your product or service. 

Key Features of Facebook Audience Insights Tool

The Facebook Audience Insights Tool consists of the following features to narrow down your audience size: 

1) Location

Facebook Audience Insights - feature 1
Image Source

Users can narrow down their Target Audience by including and/or excluding Geographical Locations. Since the default location is set to the United States, you can exclude Specific Locations. To do so, click on the drop-down button and choose the exclude location option. For targeting locations other than the United States, remove the default location by clicking on x and type in a new country or city exclusion as shown below:

Facebook Audience Insights - feature 1b
Image Source

2) Age and Gender

Facebook Audience Insights - feature 2
Image Source

You can drill down Age and Gender for refining your Target Audience. Brands can narrow down gender to women, men, or both and age by setting a minimum or maximum age. You can target starting from age 18. These details help you to refine the audience by matching them to your ideal buyer persona. For instance, if your product caters to adults, having the age range starting from 18+ is too low. 

3) Interest

Facebook Audience Insights - feature 3
Image Source

Under the Interest section, you can select the interest of the audience you want to attract. You can choose people interested in entertainment, family and relationships, fitness and wellness, business activities, shopping and fashion, and much more. Selecting the proper interest of your audience is a massive part of finding the gold mine. 

4) Connections

Facebook Audience Insights - feature 4
Image Source

The connections section is where you can select the Seed Audience. You can either choose to target people that follow your pages or people who are not connected to your pages yet. This option allows you to start targeting an audience that has not interacted with your business yet. 

5) Language

Facebook Audience Insights - feature 5
Image Source

If a large percentage of your Facebook followers are visiting and interacting in another language than your primary language, you should start investing in Ads using that language. To target users of another language, ensure that every creation of your ad campaigns like text, video, and image match the language you are targeting. You must also ensure that you translate your website to all languages your audiences prefer.

6) Relationship status

Facebook Audience Insights - feature 6
Image Source

You can segment your audience into their current relationship status, such as engaged, married, single, and in a relationship. For instance, if you’re selling a large family car, it’s best to select a married audience. 

7) Education

Facebook Audience Insights - feature 7
Image Source

Brands can also niche down the audience by educational level. It’s beneficial when your product is from the academic industry. If you are selling an online course for recent graduates, you can select grad school. 

8) Work

Facebook Audience Insights - feature 8
Image Source

You can also refine your audience based on their current job titles. For example, you can promote large automobile vehicles to transportation and moving business employees as they need cars for driving business more often than ordinary people.

Simplify Facebook ETL with Hevo’s No-code Data Pipelines

Hevo Data, a No-code Data Pipeline, helps integrate data from 100+ other sources (including 30+ free data sources like Facebook Ads, etc.) and load it in a data warehouse of your choice to visualize it in your desired BI tool. Hevo is fully managed and completely automates the process of loading data from your desired source and enriching the data and transforming it into an analysis-ready form without writing a single line of code. Its fault-tolerant architecture ensures that the data is handled securely and consistently with zero data loss.

Get Started with Hevo for Free

It provides a consistent & reliable solution to manage data in real-time and always have analysis-ready data in your desired destination. It allows you to focus on key business needs and perform insightful Analysis using BI tools such as Tableau and many more. 

Check out what makes Hevo amazing:

  • Secure: Hevo has a fault-tolerant architecture that ensures that the data is handled securely and consistently with zero data loss.
  • Schema Management: Hevo takes away the tedious task of schema management & automatically detects schema of incoming data and maps it to the destination schema.
  • Minimal Learning: Hevo with its simple and interactive UI, is extremely simple for new customers to work on and perform operations.
  • Hevo Is Built To Scale: As the number of sources and your data volume grows, Hevo scales horizontally, handling millions of records per minute with very little latency.
  • Incremental Data Load: Hevo allows the transfer of data that has been modified in real-time. This ensures efficient utilization of bandwidth on both ends.
  • Live Support: The Hevo team is available round the clock to extend exceptional support to its customers through chat, email, and support calls.
  • Live Monitoring: Hevo allows you to monitor the data flow and check where your data is at a particular point in time.

Simplify your Data Analysis with Hevo today! 

Sign up here for a 14-Day Free Trial!

Steps to Use Facebook Audience Insights

Below are the steps needed to carry out the Facebook Audience Insights process:  

Step 1: Select the Audience you Want Insights for

Facebook Audience Insights - step 1
Image Source

When you open Facebook Audience Insights for the first time, you will be prompted to select an audience. There are three options: everyone on Facebook, people connected to your page, and a custom audience. 

  • Everyone on Facebook: Choosing this option will give you the entire Facebook Audience Insights at the top level, not just the default location. It is an excellent option if you want to understand the broader interest of the whole Facebook Audience Insights or your competitors. 
  • People connected to your page: This option will allow you to understand the audience of a particular Facebook page from all the pages that you manage. 
  • Custom audience: If you’re using Custom Audiences on Facebook, you can use it to gather Data. If not, you can create a Custom Audience by uploading a list of email addresses that Facebook matches with user accounts. It’s the right option to understand your audience’s behavior when companies have a lot of Customer Data. 

For this guide, let’s go with Everyone on Facebook. However, the process is similar for all the other options.  

Step 2: Build Your Target Audience Demographics

Facebook Audience Insights - step 2
Image Source

The next step is to decide the Demographics of your Target Audience. Under the Demographics tab, you can apply various settings. Here, you get to select the location, age, gender, interests, language, and much more. These details will help you identify your Facebook Target Audience. 

Step 3: Discover what Your Audience Already Likes

Facebook Audience Insights - step 3
Image Source

After selecting the Target Audience, it’s time to see what are the interests of your audience. For this, click on the Pages Likes tab and check the Top Categories section. You’ll be able to check the general interests of the target audience you have selected. The Intel from this section will help you inspire ideas that can improve your Content Strategy and paid Marketing Strategy. 

Another option is to check the Relevance and Affinity. Facebook defines “Relevance” as:

“The Pages that are the most likely to be relevant to your audiences based on Affinity, Page size, and the number of people in your audience who already like that Page.”

And they define “Affinity” as: “How likely your audience is to like a given page compared to everyone on Facebook.” Use the Page Likes opinion to refine your audience by changing your demographics and view changes in your demographics chart. 

Step 4: Discover Location and Language Details

Facebook Audience Insights - step 4
Image Source

Next, you can learn where your audience resides and their native language. Click the Locations tab and look through each of the subtabs. You’ll find information about top cities, top languages, and top countries of your Target Audience. 

This information is excellent for online stores to focus on the top languages of their Target Audience. Your visitors can be from various cities/countries. 

Step 5: Discover Activities and Device Details

You can also learn how people behave on Facebook and the devices they use to access the platform. Click on the Activity tab and observe the Frequency of Activities pane. It’ll show how people are interacting with Facebook Pages. You’ll also find information about the devices they use. 

Step 6: Create an Ad for your Target Audience

The last stage is to use Facebook Audience Insights for a targeted Ad for your audience. You can save the audience you have defined from the above steps and click on the Create Ad button. You’ll be directed to the Ad Manager, where all the fields will be based on Facebook Audience Insights Tool Data.

Conclusion

You need to keep an eye out for changes and trends in how the audience is interacting and engaging with Facebook posts and stories. Regularly refining and tailoring buyer personas will help you get closer to the Real Audience. 

As audiences and their behaviors keep evolving, so should your marketing strategies. Because of this, your business should continuously use Facebook Audience Insights for Ad targeting and as an analytics tool to improvise your Target Audience. Extracting complex data from a diverse set of data sources can be a challenging task and this is where Hevo saves the day!

Visit our Website to Explore Hevo

Hevo Data provides its users with a simpler platform for integrating data from 100+ sources (including 30+ free data sources like Facebook Ads, etc.) for Analysis. It is a No-code Data Pipeline that can help you combine data from multiple sources. You can use it to transfer data from multiple data sources into your data warehouse for Analytics. It provides you with a consistent and reliable solution to managing data in real-time, ensuring that you always have Analysis-ready data in your desired destination.

Want to take Hevo for a spin? Sign Up for a 14-day free trial and experience the feature-rich Hevo suite first hand. You can also have a look at our unbeatable pricing that will help you choose the right plan for your business needs!

Share your experience of learning about the Facebook Audience Insights Tool! Let us know in the comments section below!

No-code Data Pipeline for your Data Warehouse