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Hey everyone this is Jaimie Myers with Burn Media Co. and I'm here today to talk to you
about audience insights if you have not heard of audience insights this is a
tool that facebook gives business pages to be able to learn more about their
audience and other audiences on Facebook so it's really simple to navigate to it
the first thing you're going to do is just click your little down arrow from
your personal Facebook page and go to your ads manager from there you'll
simply click this little hamburger menu in the upper left corner you'll find all
tools and you'll click on audience insights make sure that you don't
confuse this with audiences there are two separate things so we're gonna click
on audience insights from there you have three options you can either discover
everyone that's on Facebook people connect to your page already these are
people that like and follow your page already so if you want to learn more
about them this is a great way to do that or a custom audience if you have
that set up for this video I'm just gonna choose everyone on Facebook and
then it prompts me to add or remove locations here to change your selected
audience so if I wanted to choose people in just one particular country region or
city I could do that right here I would just simply type it in and then I can
also choose different types of
demographics so I can choose people only within a certain age range 23 to 25
year-olds for example that are on Facebook I can choose only women I can
choose certain interests just like I can do with audience targeting in Facebook
ads I can choose people connected to just my page or any other page or people
not connected to my page in addition I can also choose a custom audience so if
I already have a custom audience set up within Facebook I can use that here I'm
gonna change these angels so that we have any ages all people so for this
video I'm gonna just choose an audience and then walk you through what all of
this data so I'm going to choose an audience that
I've already set up for myself which is the people that have engaged with me on
Instagram which is a really cool audience that you can set up so you can
see when I choose that audience I'll just click out of it again so right now
it's showing 200 million to 250 million monthly active people on Facebook as a
whole I'm gonna choose this engaged on Instagram number and it narrows my
audience insights to 3000 monthly active people so as I scroll through here it's
going to show me different insights so the blue bars are going to represent my
audience that I've chosen I've chosen this custom audience but you can also
choose a different audience here maybe you would want to choose your city and
an age range and a gender to figure out more about those types of people the
blue bars represent that and then the gray bars represent Facebook as a whole
and that I'll show you kind of what that means that's the comparison audience
right up here so I have six different categories I can scroll through here so
I'm just gonna go through those for you here so of the people that are engaged
with me on Instagram their age and gender leans female and age is about 25
to probably 25 to 34 is the most common 50 percent of them and that's a lot
compared to the regular Facebook audience so I know kind of what age
range I'm looking at in terms of that audience then I can come down here and I
can look at a little bit about their lifestyles so if you have a metric that
has the blue bar way above everything else you know that that's something to
pay attention attention to so for example this says that my audience's
lifestyle is represented by summit estates which is Facebook disciplines as
the wealthiest of all clusters so these people enjoy luxury which is interesting
to know and it can help me in deciding what kind of content to make for my
audience I can also find out that majority of my audience that engages
with me on Instagram is married and has been to college sometimes you'll
find down here job titles sometimes there isn't enough user data but it'll
show you what kind of jobs your audience that you're looking at holds the next
section that I can go to is called page likes so in this section I can see what
other types of pages this audience likes so I can look at different categories
and actual pages that they like so I can see that they really like melissa
Griffin and Gary Vaynerchuk but I can also see that they really like Wisconsin
sports what kind of clothing they like what kind of sunglasses they like and I
can kind of figure out why they like these types of pages and what they might
have in common and what I can glean from them in order to make better content and
then I can also see what kind of pages they actually like the next is location
this if you have a location specified over here this should be pretty easy to
look at if not you might have a little bit different so my audience is
primarily in Madison Wisconsin but I've also got audience in different large
cities so I can take that into account when making content it'll also show you
top countries if you have a multinational company and TOD languages
the next category is activities so I can see that my audience is more likely than
regular audience to like pages to leave comments and to like posts on Facebook
they're also more likely to click Add so that tells me that if I were to target
this audience with a Facebook ad that they would be more likely to click it
than any other regular user I can also see that they're using both desktop and
mobile devices and they prefer iPhones
it's just good insights to have to who your audiences as much as humanly
possible you can also see how much money they make this is really this is data
pulled from other data sources so Facebook has access to that and I can
see that my audience leans in this 150 to 250 thousand range I've also got a
little bit here and here but they really compared to the rest of the audience on
Facebook lean in this category so I can see that they're upper-middle class a
little bit wealthier and that's important for me to know that if I were
to sell a product for instance that they can afford it I can also see that there
are more likely to be homeowners than renters and that they're more
likely to have smaller families so one to two to three person families as
opposed to being a six person family I can see how expensive their home might
be compared to an average Facebook audience and what they're spending
methods are so my audience uses primarily credit cards so that would be
important to know for example if you were gonna be somewhere where you
couldn't take a credit card it would be nice to know yes they're gonna have
their credit card they're probably not gonna have cash so that will work out in
my favor and the last category is purchases so in this category almost
always food and drink is going to be huge because all people buy lots of food
and drink so besides food and drink it's interesting to look at what other types
of products my audience might enjoy so this audience enjoys household products
and clothing and also health and beauty more than the regular Facebook audience
even though it's less than the regular Facebook audience also subscription
services are up there and I can see what kind of car they might buy so that could
be interesting if you were a car salesman or if you wanted to just get a
little bit more information of what type of person you're looking at so I'm just
gonna change this now that we've looked through all of these I'm just gonna
delete this audience and I'm gonna choose something a little bit different
to show you how things might change
so I'm gonna pick my city and I'm gonna pick an age range so I'm gonna pick
maybe just 25 to 45 year old women and you can see how the data has changed
quite a lot so this is showing me 70 to 80 thousand monthly active people all
women there are more 25 to 35 year olds in fate on Facebook in this category
then there are the 35 to 44 category and you can see their interests are
drastically different so career building is big for the screw up casual comfort
work and play active lifestyles still mostly married mostly went to college
but now I can see some job titles so I can see a lot of these women work in
healthcare and education and administrative services and I can see a
little bit different types of page like so I if I'm looking locally I can look
at what other types of businesses this audience might be interested in which i
think is an important metric to know you can figure out who to collaborate with
or who to talk about in your Facebook content location is all going to be in
this city and then activity so I can also see this audience as likely to
click on ads that they use desktop and mobile and I can see what type of
household income they have so also in this range we've got a lot of 150 to 250
cares but also a lot of this more fifty to a hundred thousand household income
so that's interesting insight to know super important can also see that this
group is more likely to rent than everybody else on Facebook what's still
lots of home owners still lots of smaller family sizes and credit cards
that'll be pretty common across the board
and then I can also see their purchasing behavior so besides food and drink also
very into health and beauty and household products clothing really into
the sports and outdoor category so that's kind of how you can get a little
bit more information about who your audience might be and you can create
advertising and organic posting on Facebook that speaks to those
demographics and those insights if you have any more questions about audience
insights on Facebook please feel free to leave comments ask us below again this
is Jamie Myers with burn media Co make sure you like and subscribe to this
channel and share this video with as many people as meet it