Entrepreneur's Guide to Using Facebook Insights to Grow Your Business

Are your Facebook marketing campaigns unsuccessful? No matter how crafty you write your social scripts or how much money you throw into social media ads, it may not be enough to attract a massive Facebook following.

A common reason why many businesses fail at Facebook marketing is that they don’t know their audience demographic.

If you can’t afford a social media specialist, there are other helpful tools to identify your audience. But Facebook makes it easy to pinpoint your market by offering insights.

Why should you struggle to reach everyone when you can target your specific audience? Here’s how to use Facebook insights to target your demographic and create successful ads and posts.

Look at Insights of a Specific Audience

The best way to identify your market with insights is by seeing who’s already following or engaging with your brand on Facebook.

You have two options:

  • Your entire Facebook audience
  • The users currently connected to your page

Your entire Facebook audience includes anyone who has had interaction with your brand. This includes new followers and past customers.

Your connected users include the audience that has followed your brand for a long time and has powerful engagement with your posts and ads.

You can also create a custom audience by filtering other options, such as email subscribers.

It’s useful looking at all insights and comparing them.

For example, let’s say you own a company in the UK and your local audience is between the ages of 18 and 25.

But when you check the insights into your entire audience, you notice that you gained some new followers from the U.S. who are between the ages of 18 and 25.

With this information, you can research the U.S. market and tailor your ads and posts to your new followers.

Build Target Audience Demographics

You likely have lots of different customers with ranging ages, interests, locations, and genders. Even niche companies can still experience customer waves with different demographics.

The best method is measuring these analytics and targeting ads for each group. You can easily use the Facebook insights research for this task.

When you’re on the Facebook insights tab, you see a graph to the right of your screen.

This graph shows the number of audience members per demographic. There’s even a graph that compares your audience to the rest of the Facebook audience.

You can click each category to view the different graphs. Different demographic categories are on the left side of your screen.

Here are the different categories:

  • Location
  • Age
  • Gender
  • Interests

You can also see advanced categories. These include:

  • Relationship status
  • Education level
  • Job title
  • Employee type (for example, freelance employers or entrepreneurs)
  • Cultural group
  • Parents (and the age of their children)
  • People who moved
  • People who started a new job

This information helps target your audience and gives you a better understanding of how they can correlate with your business. You can use it to reach your audience with certain posts and ads.

Discover the Engagement

With this same tool, you can see how your audience engages with your brand. This is important for many reasons; certain audience members are more likely to engage, such as with likes and comments, more than other members.

Here’s the range of engagement types you can view:

  • Top category (or the primary interests of your audience members)
  • Page likes
  • Activity (such as commenting on posts)

You can view these metrics and base your Facebook marketing campaign off of this information.

For example, let’s say you own a smoothie shop and your posts frequently get liked by women between the ages of 18 and 25.

You also notice men between the ages of 35 and 44 are more likely to engage with comments, such as asking questions about your product and its health benefits.

With this data, you’ll have an easier time targeting both types of consumers.

View Their Location, Language, and Device Details

Your Facebook marketing campaign is only beneficial if your audience can speak the same language. Device usage also determines how your audience views your page; this has an influence on the type, size, and appearance of ads.

You view this information on the “location” tab. Your location views the dominant region or country that engages with your brand. When you view each location, you can see the main language spoken in this region.

For example, let’s assume you’re an eCommerce brand that sells toys to kids. You’re targeting boys around the age of nine, but your customers are men and women between the ages of 35 and 44.

When viewing their location, you see that most parents are located in the U.S. But the second country that makes up most of your audience resides in France.

It’s helpful to create French posts and ads for these customers. You can also write bilingual scripts and ads in both English and French.

Next, look at devices. This can determine how to create each ad and which device is used in each location. For example, most American parents could use their iPhones, but French parents prefer Android devices.

Create Your Ads in Insight

Did you know you can actually create your ads in Facebook insights? If you have an audience of more than 1,000 people, you can target them with specific ads.

First, create an audience if you haven’t already done it. Use the information mentioned above to create a specific audience.

Then, select that audience and click the “Create Ad” button. Create your ad and use the Ad Manager to target the audience. From here, simply track your performance to see if this helps increase your reach.

Use Facebook Insights to Reach Your Audience

If your Facebook marketing campaign is failing, there are ways to attract your audience. Facebook Insights is a powerful tool. You can view audience demographics and use that information to better target your audience.

This way, your conversions will increase – and you’ll attract more leads and customers.

Need help with social media marketing? Take a look at our services!

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