With over 2 . 7 billion monthly energetic users and 1 . 82 billion daily users, Facebook is the largest social network on earth. What began as a way for college students to network has become an essential marketing tool for more than 90 million small businesses.
All of those users generate a lot of information.
To help companies harness the massive amount of information created inside the platform, Facebook released their particular Insights tool, which shares data about the best day to post, the ideal time to submit, and what posts are performing well.
If you’re marketing upon Facebook, understanding how all those amounts relate to your business and audience can be confusing at first.
But worry not. This post explains how to analyze Facebook information to get valuable metrics regarding who’s coming to your page and clicking around. By the end, you’ll have a better understanding of how Insights can help you connect with each current and potential customers.
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How to Analyze Fb Data
Facebook Insights is separated into two main categories: Audience Insights and Page Insights.
- Audience Insights gives metrics about your Facebook target audience, which helps you create related content, improve ad concentrating on, and attract more individuals to your Page.
- Page Insights displays analytics for your Page, so you can see which posts are performing well and which usually aren’t.
This post focuses on Audience Insights, to help you understand both current and potential customers. For an in-depth look at how to gather details from Page Insights, check out this guide to Facebook Marketing.
To access the data gold my own in Audience Insights, you first have to create a company Page. Once your Page is set up, navigate to Audience Insights by clicking Evaluate and Report in your Company Tools menu. Now comes the sleuthing. Pull up your company’s target audience profile designed for reference, because it’s time for you to do research.
Step 1 : Choose your audience.
A pop-up can look and ask you to pick between following options:
- Everyone on Facebook: Begin here for information to improve your target audience or draw in new people to your Page.
- People connected to your Web page: Click that one to learn more about everyone who also likes your Page to see if your target audience is showing up.
This part requires some technique. Are you using Insights to construct a buyer persona, find out if your strategy is appealing to the right people, learn about your audience’s interests, or something else entirely? By having a goal in your mind, it’s easier to put the info to use.
Step 2: Filter to suit your goals.
With your goal set, it’s time to narrow down the audience. You can filter based on:
- Age and gender
- Page connections
1 . Location
Knowing where in the world your viewers lives is helpful for many factors. If you’re an online shop looking to expand, maybe you want to learn regardless of whether a specific country is interested in your products.
If your corporation has a physical location, choose your city for relevant local metrics. And if you aren’t bound to any location restrictions, keep it open by including countries worldwide.
2 . Age and gender
All Fb users must be 18 years and older, so keep that in mind when evaluating audiences. When you have a specific buyer persona you researching, filter according to that age range.
But if you’re looking to expand your audience, is actually worthwhile to extend your age range or consider both genders to see if you’re missing out on potential prospects.
This is where filtering gets fun — and a little complicated. Keep your lookup broad by selecting a handful of common interests, like as well as reading, or select a large number of interests for a focused pool of people.
You have freedom to play with drop down filters or even type anything that comes to mind into the search bar. Cooking, Entertainment , Adventure, Flying, Technology, Cake .
The list goes on, therefore let your imagination run wild. Just keep an eye on the number of people in your audience when you refine. If it drops below 1, 000 people, Fb won’t populate the data.
4. Page Connections
This filtration system shows the top “liked” Web pages by people within your market profile. If you’re scouting for competitors, this can let you know who to watch. Maybe you’re looking for content inspiration, and browsing connected Pages will give you ideas for any campaign collaboration or marketing giveaway. Either way, it’s good to know what other Pages pop up in your audience’s newsfeed.
Step three: Understand your audience.
Audio the applause — you’ve filtered down your viewers profile. Now it’s time to dig in further to 4 categories: Demographics , Page Likes , Location , and Activity .
Facebook Insights lets you go beyond the basics to see audience info including Language , Romantic relationship Status , Education , Job Titles , plus Market Sections . Let’s say you’re a new food blogger targeting guys ages 18-32.
If you plug in that information, you can get a detailed look at what your audience does for work, how educated they are, or even whether they’re primarily cooking for just one or more people.
If your ideal audience turns out to largely be single with time-consuming office jobs, this can help concentrate your content strategy.
Maybe your audience would like a blog post about easy lunch ideas for work or meals that are even better as left over spots. I’m generalizing here, however the more you dig directly into demographics, the more data you need to hone your marketing initiatives.
Similar to the Interests filter, this option shows what your audience likes. Look at Top Categories to learn what people care about the most, with options like Movies , Charitable organizations , Businesses , Songs , Community Figures , News and Media , and Products .
Maybe those men whipping up meals for just one are interested in TV series such as “The Chef Show” or “Chef’s Table. ” In case you were to create a blog post round-up of your favorite cooking shows or episodes, it would most likely do well among that market. The key here is to look at what content is relevant both in and out of your industry to review competitors and connected interests.
Use this filter to explore the very best countries, cities, and dialects of your audience profile. Say you’re based in the United States but discover your audience has a main presence in Montreal, Europe.
It could be worth adjusting your marketing efforts to include content material that speaks to each Americans and Canadians. And if you do expand your market, you may even consider adding the French language option to your site to cater to Québécois customers.
See how active your own audience is compared to the typical Facebook user. The most important information in this section is the exercise within the past 30 days, separated by actions like Comments , Posts Liked , Posts Contributed , and Ads Clicked .
Probably you’re interested in running Facebook Ads but are unsure if anyone in your audience would click on. With the Activity data, there is a better idea of how many individuals would take action. For a more in depth look at how to analyze Fb Ad performance, take a look at information to Facebook Advertising.
Explore more Facebook Insights
Now you can wield the power of Viewers Insights to help you build purchaser personas, hone in your audience, and expand your customer reach. But if you’re on the research roll, you can discover more metrics under Web page Insights to see how your content is performing, what people are usually resonating with, and what articles to promote.
So the next time you question whether you’re bringing in the right followers or are searching for out-of-the-box ideas to engage your own audience, pull up Facebook Information and put the data to work.