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facebook audience insights
Facebook Audience Insights for Better Targeting


Facebook Audience Insights is without a doubt the most robust and powerful analytical tools for identifying your ideal target audience,in your social media marketing toolkit, given you understand how to read the data and use it to your advantage. Audience Insights doesn’t cost anything to use and provides one of the best insights on user behavioral and demographic data both on your audience as well as data on your competitors audience.

The Facebook Audience Insights tool was built to help digital marketers to target their ads more effectively, as well as a way to learn about your audience’s interests and patterns, even if you are not paying for advertising on Facebook to reach them. This data is vital to dialing in your campaign marketing strategy and will undeniably help you improve not only your Facebook marketing strategy, but your entire Digital Marketing Strategy across multiple channels, which includes defined buyer personascompetitive market research, and to generate more engaging content because you know exactly ahead of time what your audience likes and dislikes.

The Audience Insight data on Facebook is generated from the following two resources:

  1. Third-party data partners: This is information on things such as household income, purchasing behavior, and home value is accessible through 3rd party companies that match that data to Facebook user IDs. Take note that this data is only available for US based audiences.
  2. Self-reported Facebook data: This is the info freely given by users when they create or update their profile information, to include: relationship status, age, job title, gender, Page Likes, location,groups, etc.


Step 1: Defining your audience

To access the Audience Insights tool, open your browser, head over to https://facebook.com and login, then navigate to your Facebook Business Manager, or just Ads Manager, and select on the ‘Audience Insights’ tab from the left side menu, as seen below.


From your business Ads Manager, click on the drop down menu next to “Ads Manager” and under “Plan”, at the top, you will see “Audience Insights”. Click on it and it’ll take you to the next screen.


Now you are on the main Audience Insights home page, as seen below:


3 audience options to select from:

  • Everyone on Facebook: This audience insight option provides an overview of everyone on Facebook as a whole. You would select this option if you wanted to mine data based on broad user interests or your competitors Business Pages.
  • People Connected to Your Page: This insight option lets you select your own Facebook Business Page to view data on from all the other Pages within your Business Manager. If you manage a lot of pages, or maybe even a small number of pages that are all in the same niche, this is beneficial to analyzing your existing audience profiles.
  • A Custom Audience: Maybe you are an advanced user and are already using Custom Audiences and want to get data on them. This option allows you to select existing audiences to generate data on. If you haven’t yet, then to create a Custom Audience,  you’ll have to upload a customer email list from places like your CRM (or, if you’re really smart and know what you’re doing, you probably have figured out the trick to the power of Facebook and know how to get any email list of exactly who your ideal target audience is prior to ever running ads to them. That’s for another post on another day!). Now, uploading a list lets Facebook match those email addresses with user ID’s. When you have a lot of customer data, you have the ability to deep dive your audience personas so that you can better understand the behaviors and demographics of those that are already using your product or service.

Though the 3rd option is absolutely juicy, we’re going to stick with “Everyone on Facebook” option for this article. The good news is that if you want to try out option 2 or 3, you’ll use the same exact steps as we will do now if you were to go with “People Connected to Your Page” or “Custom Audiences.”

Now, let’s complete step 1 by choosing the ‘Everyone on Facebook’ option, which will take you to the next page and step 2!

Step 2: Characteristics of your target audience

In step 2, you want to focus on the identifying characteristics of your target audience

Take note that the geographic location default is always set to the United States. If the audience you need to analyze is located in the United Kingdom, you can edit the location by typing in the location text box and then selecting on the country you want to add in for your audience insight.




At the same time, if you wanted to take out the United States from your data query, you’ll use your mouse to hover over the country, then click the X to remove it.

facebook audience insights tool


Nice thing about this is that you can add or delete as many countries as needed, or leave it blank to analyze all demographic data across the globe.

You will use the left-handed menu to segment your audience by location, language, gender, age, interests, job titles, people connected to your Page, advanced user data like behavior, education, etc.

In my opinion the Interests Audience Insight is an excellent way to discover competitor information.

facebook audience insights tool


In the Interests insights section you can use this search area to uncover interest groups or similar Business Pages, like your competitors Pages. Here’s something that will save you a lot of frustration: Not all competitors pages will discoverable here. For your competitors business page to pop up will usually depend on audience size, though there’s really no logic behind what is shown and what isn’t that I’ve seen. Sometimes you’ll see a competitors Business Pages with 30,500 Likes that won’t render, while a competitors Page with 1,200 might popup. I recommend that you prepare a list of Pages and interests that you are aware of and want to include in your analytical search, and enter that list into the box to see if Facebook generates them by popping it up, which means it’s available for you to conduct your discover on.

If the specific Business Page you want to enter has dots or other symbols in the Page name, then make sure to leave it out when entering the Page, as it won’t show up and you might miss that opportunity. Best way to put it, it’s hit of miss..

Moving forward, let’s use an example to illustrate the point I’m trying to make by using good ole Amazon.



Now we’ve generated an audience of fans who like Amazon.com who are only located in the United States, as seen below:


Step 3: Exploring the Audience Insight Data

Let’s now explore the information we’ve generated on Amazon so we can gleam some insights on it. Most of the time, I go into reading data with no preset steps or things that I’m looking for, I just read it and let it tell me a story from which I’ll usually notice a pattern or something that doesn’t add up which is where I’ll begin exploring and finding my nuggets of gold.

Now, within the Insights tool, there’s four tabs of info, each covering a different segments of user data, as follows:

  • Demographics
  • Page Likes
  • Location
  • Activity




The demographics tab contains audience information on age and gender, relationship status, education and job title.

Looking at our Amazon audience, we can see that we are looking at a monthly active audience of 45-50 million people, found in the top left portion of the image below contained in the (New Audience) section. This means that we are looking at a significant pool of data. Contrary to what we see here, let’s say that the Business Page you are conducting your Audience Insight research on has an audience of one-thousand or less fans, then no information of the page will be generated.



You can see from this that 64% of Amazon’s audience is female. You can also see that the highest percent of Amazon’s users are in the 25-34 and 35-44 age bracket. If you didn’t already realize it, this is the exact type of information that is extremely important when creating user personas. This data is how you cut out a lot of guess work when doing human labor intensive work like planning content that you’ll then use to engage your ideal target audience with.

To refine the data even further to fit your specific needs, use the menu options located on the left-side of the screen,  to segment by selecting an age range, male or female instead of all, and the list goes on. For example, if you wanted to just look at the male audience segment, you would click on men from the menu options, as seen below:



You can also checkout the types of industries that an average Facebook fan of Amazon’s will work at.



The default is set for those that over index compared to the average Facebook audience. However, if you click on ‘Selected Audience’, in the top row next to “Job Title”, you will get the list sorted  by relevance, as seen below:


This information clearly shows that Amazon fans are more likely to work in the fields of production sales, administrative services, management, or healthcare and medical services. As you can now start to see, this user data is invaluable when creating your user personas, helping us to develop an educated and data-driven picture of our ideal target audience and not wasting time with pointless guesswork.

Page Likes

The Page Likes tab is divided into two sections:

  1. Top Categories – This section shows the top categories of Pages that our selected audience likes in addition to the top Pages within those categories.
  2. Page Likes – This section details the specific Pages that our audience is more than likely to Like compared to the average Facebook user. 

Continuing on with the Amazon audience example, you can see what else they Like on Facebook to help us understand their interests and lifestyle choices. By looking at the data, we can see that Amazon fans like other name brands such as Groupon, IKEA, Ulta Beauty, Jimmy John’s, and so on.



By understanding the companies associated here we can analyze the type of user who is likely to Like Amazon as well as understand their other interests in to develop a full picture of them.

You can use this data section to understand what other types of Pages your ideal user engages with so you can develop the type of content that that they’re more likely to engage with. For example, they may engage with inspirational mottos and images over video based ads. This type of understanding of course saves you money and time down the road.



The third data section is the user Location tab. Within this data section, there’s relevant user info on areas like Top Cities, Top Countries, and Top Languages. The Top Cities section provides an idea of where in the United States this audience is based. If you have a local small business, this data will help you understand if your Page is reaching the right target audience within your region.

The Top Cities data field is default sorted to the areas that over index compared to the overall Facebook average. To sort by most popular cities based on historical volume, click once on ‘Selected Audience’, located tot he left of “Cities”.



Due to the population density of New York City, it’s pretty much always going to be at the top of the Top Cities list. What you should always focus on and what is most interesting about this is that NYC has 9% less engagement than the Facebook average. This would tell me the targeting users in NYC might not be the best idea, especially when considering the high cost associated with targeting users located there.


Activity is the final data section available to us when looking at our example using Amazon for our Audience Insights. Activity data helps us analyze the behavior and activity of this target audience on Facebook.

This is split into two sections:

  • Frequency of Activities: This section return user activity that has occurred over the last 30 day period. By examining it we can see data on things like the average number of Pages Liked, alongside number of engagements made.
  • Device Users: This section gives us information on the device type users used while accessing the Facebook platform. The data is split up between mobile and desktop, and then further drills down into the specific device type (Android, iPhone, Blackberry, so on).

If you look at the frequency of activity data section, you’ll see the activity level this target audience has while on Facebook. Simply put, this let’s us know if Facebook is worthwhile to pursue with our advertising budget. If the activity level is low, look elsewhere, maybe Pinterest of LinkedIn is more suitable.

Looking at the chart below, you can see that the Amazon’s typical fan Likes 2 Facebook Pages, which I’d say is pretty low compared to what I’d usually expect to find. Now, what does stand out and is good for us advertisers is that the average Amazon fan clicks on 40 paid advertisements, as you can see from the graph on the far right side below. Another point worth noting is that they are more likely than the average Facebook user to engage with comments, Likes,  and shares, all being very exciting to the digital marketer that’s preparing user personas.



The second data category within the Activity section relates to the devices that are used by Amazon’s audience while accessing the Facebook platform. There are two available options ‘All Devices Used’ and ‘Primary Device’. If you select ‘Primary Device’ you can tell whether this target audience are more likely to use desktop or mobile, as well as the type of device.

You can see that ‘iPhone/iPod’ and ‘Android’ are the two most popular in this example coming in with 51% & 40% respectively. An interesting note here is the iPhone/iPod use which is 20% higher than the average Facebook user, but the computer use is 63% less than the average Facebook user. This data is key when setting up your paid ads because you wouldn’t want to include computers or desktop right ads for this audience, as you’d basically be spinning your wheels and burning up precious ad budget for a much less probable return on investment (ROI).



Step 4: Save the Facebook Audience Insight for future use

After reviewing all of this information and using it to gleam important facts on user personas and ad device targeting (and a lot more obviously), you should save Audience Insight so you can refer back to at, or use it to target your Facebook advertising campaigns, or if you run campaigns for clients it’ll save time and cost for them.

To save, just click on ‘Save’ at the top of the Page and now you can name your target audience any way you prefer. This information can now be found in your Power Editor and selected within your campaigns. You can also use the Open option to the left of save to access a previously saved audience insight.


Facebook Audience Insights for Better Targeting


As you should now know and agree with, the Facebook Audience Insights tool gives us invaluable access to valuable demographic and behavioral data, providing us the opportunity to learn about our target audience and potential customers, prior to ever spending any ad budget or wasting time constructing user personas, all by simply using information that Facebook hand gifts to us and does so for free! You will not find another tool out there that gives you this type of powerful insight data and freely.

Anyone who’s using Facebook’s Audience Insight data is winning when it comes to having a more accurate audience targeting when running paid Facebook advertising campaigns, or when constructing user personas for the purpose of developing engaging content.

Now, you can be just as effective as an expert social media marketer or a digital marketing guru, because it all starts with laying a solid foundation from which you build on.

Remember, digital or social media marketing is a game of data and whomever has the most informed marketing strategy is going to kill it on any ad channel, not just Facebook.

best practices in the mobile age
Video Content Marketing Best Practices in the Mobile Age

It is not shocking that movie usage is becoming standard practice; particularly in respect to the social plans of small and huge businesses. Video content is being absorbed in a huge rate today over. Studies indicate that video content, particularly on social networking channels such as Facebook, have higher engagement and are typically more powerful than just one picture or picture carousel, and more engaging than the times of standard imagery.

If video isn’t part of your online marketing strategy then you need to come up with a way to utilize it so as to stay competitive and relevant. Do not confuse what I am saying here about using video content to improve your advertising campaigns on the internet to imply you will have overnight success.

Here is a few of things to think about when creating videos that will improve your content marketing efforts.

Video Content Marketing Best Practices in the Mobile Age

Video Length

Since it stands, among the most important factors you want to take under account while filming is your length of your video. Keep your content concise and short with a transparent message and call to actions. Nowadays, everybody has a brief attention span or has somewhere to be. Remember that with social platforms such as Facebook users may quickly jump through content that they’re not interested in viewing. This applies to both natural content published by their social networking or friends in addition to paid video content published by us electronic marketers.

Normally, the most successful videos on Facebook have an average run time between 30 and 60 minutes. One minute is lots of time for you to get your message across, and if you can not you have to think of means of simplifying it. It sounds like a small amount of time, but this is more than a lot of time! Studies suggest that 92 percent of individuals use Facebook on the mobile smart device so they are probably not stationary. Taking that into consideration, you basically only have users attention for a quick 3 to 10 seconds so you better make the first 10 minutes count.

Video Content Marketing Best Practices in the Mobile Age

The 1st Ten Seconds Matters Most

The first ten minutes of your movie would be the most significant as a way to hook our target audiences focus so that they’ll watch the remainder of the video, not jump it to another. As I’ve mentioned, your target market is more than probably on their cellular device so they are more than likely on the transfer or brief time. The first 3 moments is the sole chance to catch their attention and pose some kind of call to actions.

Now the actual question is how can you catch the attention in this brief quantity of time? It is simple once you’re in a position to become clear, succinct, relevant and appealing. You need your intended audience to know that you are and exactly what the movie is all about instantly; thus be up front without being overly pushy. You want your audience to really need to look at the content after all. All this ought to be completed within an innovative and engaging manner so consider your intended audience, your business, and intentions and then take it from there.

Video Content Marketing Best Practices in the Mobile Age

Sound or No Sound?

I shall say it again, and again later within this informative article; your audience is most likely onto a mobile device.

Because of this, you wish to maximize your audio content to be as powerful with no audio as it is with audio. Why can you do so and how does this link to cellular? Allow me to clarify; in case your audience is about a mobile device someplace out in people, on the bus or train, or at the workplace, they most likely don’t need to have the sound of this movie blasting out for everybody to listen to.

On the reverse side, perhaps their environment are too loud to listen to the sound like a railway stationspa, or even out on the road. In any event, having the ability to communicate meaning without audio will make your movie that much more successful. Your movie should have some kind of captioning that communicates the message in a succinct manner with no too text heavy.


  • The very best video span for participation 30 to 60 minutes on Facebook
  • People are able to quickly jump through your content.
  • The commencement of your movie has become easily the most crucial, so make it count.
  • You’ve got 3 to 10 minutes to catch the viewer’s focus and include any sort of CTA.
  • You only have 3 minutes.
  • Be clear, concise, relevant and appealing on your messaging and content.
  • Optimize video content to work with no audio.
  • Individuals using Facebook via cellular device 92 percent of their time.
Comprehensive Guide to Facebook Live Streaming

The era of live video chatting is upon us with new services and video chat platforms such as Facebook Live Streaming which provides an excellent way for us to engage our target audience. You should absolutely take advantage of the live-streaming trend and give your brand an opportunity to engage with clients, customers, and/or fans in new and exciting ways.

Fortunately, there are numerous tools you can use to create your own live stream. Facebook Live is one of those tools and the majority of digital marketers consider it to be the best.

In this Comprehensive Guide on He to do Facebook Live Streaming, we’ll review the streaming service and I’ll offer some tips and best practices about how to best use it for your brand’s digital marketing endeavors.

What Is Facebook Live Video Chat?

Facebook Live is Facebook’s answer for a video chat tool to connect people who are interested in live video streaming what they’re up to. Facebook Live lets you live broadcast on Facebook via video from your desktop, laptop or mobile device.

Facebook Public Figures

You can broadcast using Facebook Live and tie it to your business page, only if Facebook considers you to be a public figure. So who’s qualified to be a public figure by Facebook standards? Celebrities, actors, musicians, sports figures, etc.

Basically, if you’re reading this, you’re more than likely not going to qualify as a public figure. Sorry, Mom. If you think that you should qualify as a public figure, you will need to submit your business page to Facebook for consideration and verification. You’ll also need to upload a copy of a government-issued ID card so Facebook can officially verify who you are.

Now, while Facebook says this, it’s not always as hard as it seems. I was able to do a Facebook live stream from my own page, so you just never know with Facebook… Certainly worth a try.

Facebook live streaming follower option

The Follower Option

For those that are interested in using Facebook Live as a tool to building your brand, it’s a great idea to enable the “Follow” feature. To enable the Follow feature, head over to your Facebook settings and click on “Followers.” Next to “Who Can Follow Me,” select “Everybody.”

How to Broadcast With Facebook Live

So how can you tell if you have the Facebook live feature? Easy, all you have to do is open your Facebook app and touch the status section like you would do with any other update. You should see some icons below the status section that offers several options (such as uploading a pic, tagging friends, setting your location, etc). When you see a stick figure icon with a halo around its head, that’s Facebook Live.

Watch an Instructional Video On Facebook Marketing

JD Parkman, Marketing Media Wizard Founder & CEO, discusses tips and strategies for Facebook advertising.

Before you hit the play button, you should write a quick description of your Fb live feed in the status update section. This description indicates to your viewers what your Facebook live broadcast topic of discussion will focus on. Additionally, you have the option to choose the target audience prior to going live. If you only prefer your friends & family to view your Facebook Live stream, select that option. However, if you’re promoting your business page, and you’re using Fb live for online marketing purposes, you will more than likely want to open your broadcast to everyone in the Facebook community. At this point, your Facebook stream is just like shooting video.

Facebook live streaming build subscriber list


Build Your Subscriber List

Live streaming on Facebook offers an excellent way for you to boost your professional image online, even when you’re broadcasting with your personal Facebook account. Other Fb live show participants can easily subscribe to your live streaming on Facebook broadcasts. Here’s what this means: people who follow you on Facebook can opt-in in order to be alerted any time you go live on Facebook. At any point that they are online at the same time as you’re broadcasting, they can jump on and start viewing your live Facebook show.

So how can fans subscribe to your Fb shows? It’s actually very simple. Whenever you stream on Facebook Live, your viewers will see a large “Subscribe” button at the bottom of their device screen. All they have to do is click on the button and they’ll become a follower of your live streaming audience.

Save it for Later

Of course, it’s very probable that not everyone in your target market will be active on Facebook at the exact moment you produce a live broadcast. In the majority of cases, your average subscriber just won’t be able to join your live stream on Facebook because they have other responsibilities, work and family events that they have to attend to.

But, here’s the cool part of all this! The smart guys at Facebook have already thought of this and they provide a solution to overcome. Your Facebook Live stream is automatically saved as a video in your profile news timeline. This means you can link it out, share it and even embed it like you would any other type of video you discovered on YouTube for example.

Comprehensive guide Facebook live streaming video editing software

Video Editing

Once you complete your live stream on Facebook then saves your video, you still have the option of editing it.

To edit your video, just click on the date of the post in your timeline and select “Edit.” You can choose a thumbnail image, select a category, and even add a call to action.

Facebook Marketing Tip of the day: Your call to action button should match the call to action you used in the Facebook Live broadcast.

Comprehensive guide Facebook live streaming video ads marketing strategy

Create a Video Ad

If you’re Facebook Live broadcast was a huge success and you’re confident that it provides a great opportunity to advertise your brand, you can create a Facebook video ad from it.

All you have to do is navigate to the Ads Manager page and follow the option to create a video ad. Select your own Facebook Live broadcast as the video of choice. Make sure to target your specific audience so that your video will only appear to people who you believe will be interested in watching it.

Facebook Live Streaming Tips

Comprehensive Guide to Facebook Live tips

How would a professional digital marketer use Facebook Live? Here’s a couple different ways in which I would.

Efficient Facebook Live-Streaming Formats. There are numerous types of Facebook Live broadcasts that can boost your brand presence. 1. Share your Facebook Live events. If you’re at a conference, lecture, trade show, etc take some time to be sociable with your audience who are on Facebook Live. Talk with other industry guru’s so that you can get some valuable information for both yourself and your target audience. Ask questions to respected industry experts which can add authority to your Facebook Live broadcast, and provides you the opportunity to get trade secrets from them.

Comprehensive Guide to Facebook Live

Host  an interview. You won’t have all the answers to every question or problem all the time. When this is the case, simply interview someone who has specific knowledge about the topic you are unfamiliar with. Both you and your followers will gain further insight into your niche, which is invaluable on many levels.

Comprehensive Guide to Facebook Live

Film Behind the Scenes Video Content. What all goes on at your company on say a Monday afternoon? What kinds of after office hour activities does everyone engage in? Provide your target audience a behind-the-scenes peek into your company culture so that they see the other, more personal side of your business.

Pay Attention to the Details. Does your target audience hear you clearly? By paying attention to the little things such as noise and lighting in the room or area you’re recording in makes things go a lot smoother and better for everyone because no one wants to look at a dimly lit recording area or one that’s hard to hear because of the street noise down below. Little details like this can make all the difference between a successful Facebook Live streaming and one that leads to failure and your flaming.

Comprehensive Guide to Facebook Live

Engage & Interact with Your Audience. If you’ve been involved with online marketing for longer than a few months, you might’ve heard the buzz word “engagement” so many times that you’re disgusted by it. Though we all feel this way about buzz words, engagement is all about how you connect with your target audience within your niche. While streaming live, you’re able to view your audience’s comments who are watching you publish this video feed live. I’d recommend that you interact with them so that you start building a business relationship with them, which naturally leads to an increase in your engagement.

Comprehensive Guide to Facebook Live

Add Clickbait to the Facebook Live Video Title. Clickbait in titles aren’t only reserved for blog posts. In fact, if you have a popular topic of discussion or a solid presentation for your Facebook Live stream, simply add a clickbait title so that you attract an even wider target audience which could lead to new subscribers outside of your specific target audience. Just make sure that your clickbait title is relevant to the topic of the Facebook Live stream. Last thing anyone would want is to drive away prospective customers with a clickbait title that is basically a promise you’ll never be able to fulfill.

Split Test Your Facebook Live Streams. What’s your target audiences most preferred day and time for your live stream?  Let’s take it a step further and analyze the time(s) you receive more positive comments and video viewers.  Without split testing and analyzing the data, you simply won’t know the answers any of those types of questions. All you have to do is experiment with formatting, multiple timeframes, and topics of discussion in order to find which combination works best for your audience and brand.

Comprehensive Guide to Facebook Live

Add a Call to Action Button. Picking up on a pattern yet? As you do things over and over you will see the same techniques that are best-practices for other types of marketing (clickbait, engagement, and A/B split testing) are also industry best-practices for a successful Facebook Live streaming. Another technique that you probably have used previously and should include in your Facebook Live stream is a call to action. A call to action instructs your target audience where to click and what to do so that they can continue the business relationship you have already started with them.

Be Laser Focused. Facebook Live streaming is just another form of content marketing. That is why you should always approach it just as you would if you were planning on writing a 1,500+ word count high quality content article for your blog. You should focus on what you want to convey to your target audience watching your broadcast just like you would focus on what keyword phrases you would focus your content marketing on.

Show how You Create Your Product or Service. Unless you’re in the business of making sausage or legislation, people in your target market will likely take an interest in how you bring your product to market. Use a live stream to show your audience a little bit about what goes on at your company. Interview some of your more affable employees to make the stream a little more fun.

Comprehensive Guide to Facebook Live

Conduct Training Sessions. You might not be an expert in everything, in fact most aren’t. but it’s likely that you are an expert in something. Elevate your brand by conducting free training sessions through Facebook Live. Your target audience will appreciate it that you’re providing free valuable information they crave and in return you get to position yourself as an authority figure on the subject.

Host a Q&A Session. After you do everything we’ve discussed above and have generated a decent fan base that are interested in your topic of discussion, let them ask some questions at the end of your Facebook Live stream. Just ask your fans to write their questions in the comments section. From there, simply read their questions out loud and answer them. A Q&A session is a great way to build on engagement and branding yourself as an authority figure in your niche.


More and more digital marketers are using Facebook Live streams to promote their products or services. A Facebook Live stream marketing tactic will one day be considered just as normal as a podcast is now. If you’re in a niche where a Facebook live stream could provide an opportunity to expand your audience reach, I’d suggest acting now so that you’re able to gain traction with Facebook Live or potentially lose market share to your competitors as they surely will.