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Facebook Audience Insights And Why You Need to Use It

Facebook Audience Insights And Why You Need to Use It

Facebook Audience Insights And Why You Need to Use It

The better you understand your audience the more successful your marketing is going to be. And Facebook Audience Insights is an extremely powerful analytics tool that not a lot of businesses are utilising.

You need to access Facebook Audience Insights through Facebook Ads Manager. Navigate to your Ads Manager and click on “All Tools” and select “Audience Insights”

To begin with select the audience you want to analyse.

If this is your first time in Facebook Audience Insights I recommend you select “Everyone on Facebook” as that will give you the most insights.

Next select the location, age and gender of the audience you want to analyse.

For “Interests” try and select specific ones from the get go.


You can then even further narrow your audience down by selecting things like connections to your pages and relationship.


When you make changes to your audience you will see that the number of monthly active people updates as does the age and gender charts.

What you really want to do is go to the Page Likes tab. This is where the gold is! It shows you pages and categories that your potential audience is interested in.

And if you scroll down even further it shows you Facebook pages that are relevant to your audience. Facebook ranks these by relevancy (the Pages that are the most likely to be relevant to your audience based on affinity, Page size and the number of people in your audience who already like that Page) and affinity (how likely your audience is to like a given page compared to everyone on Facebook).

In other words if you see a very high affinity score, it’s likely that the audience you selected is also liking those pages.

The third tab you will see is Location. If you have already filtered the location to say Western Australia, only the tops cities in Western Australia will show.

The final tab is “Activity”. (The other 2 tabs at the end are only available to the United States.) This tab helps you to understand the behaviour and activity of this audience on Facebook. What device do they use to access Facebook and how often are they on Facebook.

Save Your Audience

After capturing all this data make sure you save it so you can refer back to it at a later date. Up the top of the page simply click “save”.

The benefits of Facebook Audience Insights

  • Free to use
  • Uncovers hidden targeting opportunities
  • Helps to decrease your advertising cost

Facebook Audience Insights was initially created to help advertisers target their ads better, but you can use the tool to learn more about your audience even if you aren’t advertising to them. Who doesn’t want to improve their overall Facebook marketing!


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