How To Use Facebook Audience Insights

Facebook’s Audience Insights allows you to target your specific avatar, which allows your Facebook advertising to become more efficient!

One of the great things about the Facebook Ads Manager is you can target prospects who visited your website or have given you their email address. Both methods use a form of data collection to target prospects, data which you leverage to run bespoke ads that convert.

But what if you need more information more about your customers, fans or target market?

You use Facebook Audience Insights of course!

What is Audience Insights on Facebook?

Audience Insights is a vast database of information that lets you research specific audiences on Facebook. You segment your audience type by selecting a number of parameters (discussed later), and Facebook instantly presents you with pages of information for that audience.

Audience Insights can be used to find new audiences or learn more about custom audiences. Oh, and it’s totally free to use.

Getting started

To use Audience Insights you will need to visit the Ads Manager and select Tools and then Audience Insights:

facebook audience insights

After landing on the Audience Insight page, click Create New (to setup a new audience) at the top of the page and you will be presented with the following options:

audience insights

This is where you decide which audience you would like to learn more about:

  • Everyone on Facebook – information of all Facebook users
  • People connected to your Page – information of fans who follow your page(s)
  • Custom audience – information of your custom audiences

In this example, I want to gain greater knowledge about the typical Facebook user so I’ll select Everyone on Facebook.

Filtering options

Once you’ve selected the audience type you would like to research, you can start to segment that audience by playing around with the filter bar:facebook audience insights filtering

You can hone in on your audience by filtering:

  • Custom Audience – this will provide you with a breakdown of data from any custom audiences you manage.
  • Location – filter results to show users from specific cities and countries only.
  • Age and Gender – limits the search to show specific demographics and genders.
  • Interests – shows only users who have specific interests. You will find the same options here as you do when using the Adverts Manager.
  • Connections – users who have liked (or not liked) you Facebook Page, app or event.

You can filter further by clicking on the Advanced button which offers even more options to segment your audience:

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Once you’ve played with the filters to find your ideal audience, Facebook does its magic and outputs juicy data on your targeted audience.

For the sake of this article, I’ve targeted everyone living in the United States who is 18+ and has interests in bodybuilding and muscle.

Let’s see what we learn about them!

Reading the data

There are 6 pages of information supplied by Audience Insights, they cover:

  1. Demographics
  2. Page Likes
  3. Location
  4. Activity
  5. Household
  6. Purchase

Demographics

Demographics reveal information based on lifestyle behaviour and personal information. There’s no surprise to see over 70% of Facebook users who are interested in bodybuilding and muscle to be males aged 18-34:

facebook audience insights demographics

Lifestyle metrics:

facebook audience insights lifestyles

Relationship status and level of education:

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And Job Title:

facebook audience insights job title

Page Likes

Reveals data on the top categories and Pages your chosen audience liked:

facebook audience insights page likes

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For this specific audience, it seems supplement companies and Dwayne Johnson ( movie star and former wrestler) are high up in their list of interests.

Location

Reveals the top cities, countries and the languages spoken by your audience:

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12

Activity

Reveals information on how much they interact with Facebook posts and devices commonly used to access Facebook:

13

Household

Shows various metrics on their household income and how they spend their money:

14

Purchase

Shows your audience’s buying habits and where they spend their money. No surprise to see food and drink being the #1 choice for Facebook users who like bodybuilding and muscle:

15

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What’s next?

Once you’ve consumed the data you can save your Audience by clicking the save button at the top of the page. Any group you save can be accessed through the Power Editor to target them with adverts later.

Summary  

Information is power and knowing as much as possible about prospects will propel your marketing strategies. From the data above it’s clear that males with military backgrounds are into working out, and that men who like weightlifting spend their money on food, clothes, supplements and subscription services (gym memberships).  

Anybody running a fitness ecommerce store could use this data to create new products (online private membership, clothing line), or even use an image of Dwayne Johnson in a future advert to increase CTRs.

I hardly segmented this audience either, I simply selected two interests yet I still got some pretty telling insights.

Facebook ads can be pretty hit and miss when targeting prospects you know very little about. The next time you decide to run an advert to new prospects or a custom audience, gain greater metrics by using Audience Insights to learn they buying habits and lifestyle choices.

Summary
How To Use Facebook Audience Insights
Article Name
How To Use Facebook Audience Insights
Description
What if you need more information more about your customers, fans or target market? You use Facebook Audience Insights. This article will show you how you can use Audience Insights on Facebook... even if you've never run an ad before!
Author
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Nick Bridges

Nick is an Award Winning web designer, is also the Creative Director for the Agency, assisting in areas like funnel creation, copywriting, Landing Page development, and more. Nick also oversees all of the technical components of the creation and implementation of Social Media Ad Genius.
About The Author

Nick Bridges

Nick is an Award Winning web designer, is also the Creative Director for the Agency, assisting in areas like funnel creation, copywriting, Landing Page development, and more. Nick also oversees all of the technical components of the creation and implementation of Social Media Ad Genius.

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