Earlier this month, Facebook announced a new tool called Facebook Audience Insights, with the objective to help marketers learn more about their target audiences, before actually running a campaign.
I’ve been waiting for this and I finally got it yesterday, so I decided to take it for a spin and take you with me. Here is the video:
Alright, as promised in the video, here is the link to Audience Insights: https://www.facebook.com/ads/audience_insights. Bookmark it.
A few highlights…
These are some of the most important items:
You can start creating your Audience based on 3 different sets of data:
- All Facebook users
- Your Page Fans
- And existing Custom Audience
Audience Insights is loaded with data coming from two different sources:
- Data users share on their own on Facebook
- Data provided by third-party companies and matched with Facebook’s records
Existing Custom Audiences
Not only you can now create an Audience based on analytics, but you can also go back and load Audiences you created previously on Power Editor. This is great because you can see the insights for that email list you uploaded last month, after all, this is information your email services provider is not able to provide.
Customize your Audience right from the chart
This is not just data visualization, you can actually click on the charts to target or exclude specific segments, for example, if you want to target an age group, you can do so from the sidebar or you can just click on the chart bar.
This is probably the best feature, most of the data is provided in a breakdown sorted by “Affinity.”
For example, the “Page Likes” table gives you a list of Facebook Pages that are likely to be relevant to your audience. In the following image you can see how Mari Smith’s Fans are 81.9x more likely to like the Social Media Examiner page, than the average Facebook user. You can also see that 14.8k users in this audience already like Mari’s Page.
The most beautiful creative and the most effective ad copy will do absolutely nothing if you target the wrong audience. Now you have the tool to get the insights you need before running your campaign.
Alright, I’ll leave you with a little bit of humor from the great Tom Fishburne.
If you will like to learn more about Facebook Advertising, my course Likeable to Profitable is currently open. You can check it out here: Likeable to Profitable