Discover Your Customer with Facebook Audience Insights
Facebook Audience Insights is a tool provided by Facebook to help us understand the demographics, behaviors and interests of our target audience.
If you’ve been in business a while, you’ve probably been told over and over that you need to discover your ideal client
Heck, I even teach that at the beginning of my free Facebook Ads course.
But sometimes that can feel really hard, like we’re fumbling in the dark.
If you’re a data geek like me (yes you can be an artist and a tech nerd!) then having as much information as possible is where it’s at.
So when I discovered this tool on Facebook, I got really excited.
It’s called Facebook Audience Insights, and it’s a free tool provided by Facebook to help us understand the demographics, behaviors and interests of our target audience.
Here’s how I’ve used it before:
A client of mine was going to be doing a big Facebook Live event and wanted to run ads to let people know it was coming up.
So we decided we would target three different audiences: the first was their Business Page fans, the second was people who had already been to their website, and the third was other people we thought who would be interested.
The results were astounding.
While the page fans responded in droves to the event invite, people who had been to the website before barely responded at all.
Oddly, people who had never even heard of the business responded better than website visitors had.
This had me scratching my head, until I loaded the Fans and Website Visitors into Facebook Audience Insights.
There I discovered just how divergent these two audiences were in terms of their demographics.
See, the Facebook Live event appealed to their Business Page Fans because it addressed a need and a pain point that a lot of people in the audience had: money and personal finance.
But the people who were visiting the website, based on the demographics that Facebook Audience Insights reported, did not need the information that the Facebook Live event was sharing.
So we were able to see how this client had a major disconnect between the content on the website, which the website visitors loved, and the audience they were cultivating on Facebook.
It gave them the information they needed to start creating for the fans and nurture them, to the point where they would be able to enjoy the content on the website more.
Do you have a disconnect between your audiences?
Do you know how the type of people your audiences are made up of?
Here’s how to find out!
You can find Audience Insights in the Plan Section of your Ads Manager menu.
By default, Facebook Audience Insights gives you information on everyone connected to Facebook. That’s over a billion users!
We’re not looking to serve that many people, so we need to narrow that data down quite a bit.
There are several different ways you can approach using Facebook Audience Insights.
The first is to create model audiences based off of basic Demographic and Interest information.
The benefit of this is that you could get some pretty interesting data on who, in a certain location, is interested in fitness and personal training, for example.
If you were a fitness coach or personal trainer, you’d get some insight into the genders and age ranges your potential customers fit into.
You’d also understand their household makeup, and their income levels.
This information could give you valuable insight into how to message this customer base, as well as to understand the types of packages your customers could afford.
You can also use Facebook Audience Insights if you already have a customer base, either on a newsletter list, website visitors or fans for your Business Page, you can begin to see data on who you are already serving.
(In order to create an audience using your website visitors, make sure you have the Facebook Pixel installed!)
Keep in mind, as with ads targeting, you’ll need to have an audience of at least 1,000 people in order for Facebook to give you data.
If your newsletter list is under 1,000 subscribers, consider using Facebook Ads to promote your newsletter opt-in.
When you load Custom Audiences (website visitors or newsletter subscribers) or your Page Fans into Audience Insight, you not only see what demographics your customers fall into, but also how they compare to everyone else on Facebook:
When used strategically, this data can also tell us where we have disconnects between what we offer and the people we are reaching.
For example, if we are selling a high end consulting package, but our audience is made up of people who are either too young or who don’t have the income to hire us, then we have some work to do in making sure we’re reaching more qualified people.