Whether you’re buying ads or doing sponsored posts on Facebook, a new version of insights claims to provide a better idea of the audience you are targeting. The new Facebook Audience Insights offers more audience specifics than previous versions, the company explained recently.
Those Insights have generally been confined to such metrics as “likes”, “reach” and “engagement.” “Likes” are fairly self-explanatory, and refer to the number of visitors who have “liked” your page. “Reach” refers to the number of people who see your content, both paid and organic and “engagement” is a measure of how many people “liked”, “shared” and commented on it.
But what Facebook hasn’t delivered up until now is more detail about the type of visitors who are being reached by your message. And this is something marketers have been waiting a long time for, apparently.
In a recent post on Facebook’s official Product News Blog announcing the roll out of the new Audience Insights, the company explained:
“The more customer insights you have, the better you’re equipped to deliver meaningful messages to people. That’s the thinking behind Facebook Audience Insights, a new tool designed to help marketers learn more about their target audiences, including aggregate information about geography, demographics, purchase behavior and more.”
According to Facebook, the new Insights will tell marketers more details about their audience including:
- Age, gender, lifestyle, relationship status, occupation and even the size of their household.
- Past purchase behavior and whether they tend to purchase in a brick and mortar store or online.
- The top Facebook Pages they like based on category.
- Their location and the language they speak.
- How frequently they use Facebook and what devices they use when visiting.
You can even view different target audiences for your marketing message ranging from all the people on Facebook, to all the people connected to your pages or all the people in your “custom audiences” (a measurement of your existing customers on the site).
Facebook insists the information is all aggregated and anonymous to protect users’ privacy, so you won’t get any information that helps you identify specific customers.
However, the information provided in the latest version of Facebook Audience Insights seems to go well beyond what the site has offered marketers and advertisers before.