A Look Inside Facebook Audience Insights

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Earlier this month, Facebook announced a new tool called Facebook Audience Insights, with the objective to help marketers learn more about their target audiences, before actually running a campaign.

Alright, as promised in the video, here is the link to Audience Insights: https://www.facebook.com/ads/audience_insights. Bookmark it.

A few highlights…

These are some of the most important items:

Starting point

You can start creating your Audience based on 3 different sets of data:

  • All Facebook users
  • Your Page Fans
  • And existing Custom Audience

Facebook Audience Insights - Choose an Audience to start

The data

Audience Insights is loaded with data coming from two different sources:

  • Data users share on their own on Facebook
  • Data provided by third-party companies and matched with Facebook’s records

Existing Custom Audiences

Not only you can now create an Audience based on analytics, but you can also go back and load Audiences you created previously on Power Editor. This is great because you can see the insights for that email list you uploaded last month, after all, this is information your email services provider is not able to provide.

Facebook Audience Insights - Custom Audience

Customize your Audience right from the chart

This is not just data visualization, you can actually click on the charts to target or exclude specific segments, for example, if you want to target an age group, you can do so from the sidebar or you can just click on the chart bar.

Facebook Audience Insights - Customize your audience from the chart


This is probably the best feature, most of the data is provided in a breakdown sorted by “Affinity.”

For example, the “Page Likes” table gives you a list of Facebook Pages that are likely to be relevant to your audience. In the following image you can see how Mari Smith’s Fans are 81.9x more likely to like the Social Media Examiner page, than the average Facebook user. You can also see that 14.8k users in this audience already like Mari’s Page.

Facebook Audience Insights - Affinity


The most beautiful creative and the most effective ad copy will do absolutely nothing if you target the wrong audience. Now you have the tool to get the insights you need before running your campaign.

Alright, I’ll leave you with a little bit of humor from the great Tom Fishburne.

Personal Data - by Tom Fishburne

If you will like to learn more about Facebook Advertising, my course Likeable to Profitable is currently open. You can check it out here: Likeable to Profitable


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