With the help of social media, you have the power to connect with your target audience. Social networks like Facebook are excellent platforms where you can interact with your followers. But, in order to really form a connection with your fans on Facebook, your targeting needs to be on point.
By having a Facebook business page, you get access to a huge amount of data for your target clients. This is where Facebook Insights steps in. Facebook Insights is one of the most important and most effective tools that you can use to improve your posts and ad targeting. In this article, you’ll learn how to use Insights to boost your targeting and create more effective posts on the platform.
What Are Facebook Insights?
Facebook advertising is one of the most powerful ways to grow your brand, find new customers and generate more leads for your business. The numbers are on Facebook’s side:
- 2.19 billion monthly active users
- 50 minutes of average time spent on the platform
- Organic reach is in constant decline
With Insights, you can learn more about your business’s most valuable followers. The more insights, the better you’re equipped at delivering your ad message to your target audience. This is what Facebook Insights is all about, helping you collect valuable information about your target followers that includes geographic data, demographics, buying behavior, etc.
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How Can You Use Facebook Insights?
The greatest use of Facebook Insights and Advertisements is that you can reach a super-specific target audience if you set your targeting right. You can target by location, gender, age and also by relationship status, events, and thousands of other hobbies, interests, and behaviors.
You can also use Insights to locate other interests that your target audience may have that will help you grow your marketing campaign and result in more sales.
1. Accessing Insights
To access Insights, you need to go to your Ads Manager, then click on Audience > Audience Insights.
Or type facebook.com/ads/audience_insights to get a direct access.
2. Selecting an Audience
When you enter Insights, you need to select the audience that you want to examine:
- Every Facebook Account – Everyone that uses Facebook.
- People Connected to Your Page – Your fans and followers.
- Custom Audience – Your email subscribers, your website visitors and more.
3. Determining Seed Audience
Next up, you’ll need to define your “seed” audience. This is the audience that needs to be analyzed, more specifically, for its location, age, gender, and interests. You need to pick the parameters according to your marketing campaign and business goals.
For example, if you want to retarget your email readers, you can pick that option. If you want to increase your page engagement, clicks and followers, you can choose that option too.
Refine your audience based on age, country, gender, education, politics, employment and other parameters that you consider relevant. Don’t be afraid to use this data, even after all you’ve heard about the Cambridge Analytica scandal. This is the power of Facebook and it’s just a way to bring your target customers closer to the product that will solve their problems.
4. Inspecting Categories and Competitor Pages
If you go to the “Page Likes” tab, you’ll notice the Top Categories section that your audience interacts with the most. This shows the pages that the users follow and helps you develop your social media content and strategy based on their likings.
The pages will be categorized by relevance and affinity. Relevance is how much your page is relevant to the audience based on affinity, size of the page and the number of page likes and followers. Affinity is the probability for the audience to like a page compared to everyone on Facebook. A page with high affinity means that your target audience will like that page or have liked it already.
Knowing the pages with the highest affinity is knowing how to develop your own page and advertising campaign to fit your audience’s interests.
By now, you probably have at least the ideal target customer that you want to target with Facebook advertising. If you have more target customers, you can even split your Facebook campaigns into different sets of advertising and test which group performs the best.
Conducting more tests means accumulating more user data and a refined ideal target customer. Finally, you can build a target profile that includes the following information:
- Topics of Interest
- Liked Pages
- Favorite Brands
- Favorite Blogs
Improving Your Facebook Ads
With the information above in mind, how can you achieve the biggest ROI from your Facebook advertising campaigns?
Schedule Ads for the Right Time
To know when your audience is online on Facebook is crucial to the success of your ads. For that, you’ll need to assess your website traffic and look at the audience insights to spot when your target customers engage the most with your content.
There’s no point in showing an ad to a target user when he/she is asleep. Or, showing the ad between 7:00 AM and 1:00 PM when the targeted user is not online at all.
What does the audience find most appealing on Facebook? Is it original Facebook content or possibly the images?
When you post an ad, your imagery needs to speak more about your product than the actual copy. If you aim for both men and women with your products, make sure that the imagery is relevant to both of them. Also, if the product is meant for different age ranges, make sure that it’s enticing to both the younger and older population.
The more relevant the image is, the better the response from your users. It has to catch the attention of the users. Never use low-quality and low-resolution photos. Use images of people if you can, but not those cheesy/creepy smiling stock-photo people.
Inviting Ad Copy
Images are really important, but copy matters too and it shouldn’t be ignored. When you write the text that goes along with your ad, you need to always have the target customer in mind. David Ogilvy, the mastermind of copy and marketing said:
“Don’t address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.”
Focus your copy on the benefits that are relevant to your target customers. Look into your targeting and refine your copy as you write it.
Don’t Experiment if Something Works
If an ad works well on Facebook, you can use a similar format for a different or, for the same product. There’s no need to experiment and spend more money on advertising if something works perfectly well for your brand.
Discover Great Content Ideas Directly From Your Facebook Page
The dashboard of your insights can be found in one of the tabs of your Facebook page. When you click on the Insights dashboard, you’ll discover lots of information and content ideas that were there in front of your eyes the whole time.
On the left side of the Insights dashboard, you’ll find the different categories that filter the content for you. Open each of them and dig down deep for content inspiration.
When you scroll down, you have your competitor pages and their engagement. You can pick the competitors that post less but have bigger engagement rates and inspect the content that they post on their pages. See the content that they publish. Make sure that they address the pain points of your target customer. Discover the topics that resonate with your audience the most.
Open your competitors’ “About” sections. See if you can take away some useful strategies from there and/or content that you can share with your followers (Awards, Recognitions, Timelines, Product Categories, etc).
In essence, by using Insights, you can discover how your best rivals online utilize Facebook to interact with their audiences and bring fresh leads into their sales funnels. Take note and start developing the right content for your target followers.
Bottom line, the more you use Facebook Insights, the more you learn from your audience. The more you learn about your audience, the more customizable your targeting approach will be when it comes to posting and advertising on Facebook.
In this data-driven advertising, customizing and targeting make all the difference. Make sure that you use the data from Facebook properly and use the Insights tool to perfect your targeting. Only then, can you ensure that your posts will arrive at the right people with every campaign.