HOW TO USE FACEBOOK AUDIENCE INSIGHTS TO

UNDERSTAND THE MIND OF YOUR MARKET

BY ALLAN T. AGUIRRE

© Allan T. Aguirre – Your Virtual Office Manager

Facebook Insights tracks user interaction on fan pages

Open your browser

Go www.facebook.com

Enter your Email or Phone

Enter your Password

Click Log In

Once logged in, click a new window

Go to www.facebook.com/ads/audience_insights

You will be ask to choose your audience

Let’s say you choose everyone

Click Everyone on Facebook

You’re now inside FB’s Audience Insights page

Left side is for the creation of your audience

Right side is for the reach of your target market

Scroll down below to see more categories

And more categories

Let’s start creating your audience

Select the country of your market

Let’s say Philippines

You can narrow down your market by selecting city

Let’s say you want Manila City only

Type Manila and click the result

You have Manila City only

For this tutorial, let’s have Philippines

And let’s assume you’re selling men’s basketball shoes

Select the age of your target market

Choose from the drop-down list

Let’s have from 18 years old to

55 years old

Next choose the gender

Click Men since you’re selling men’s basketball shoes

Noticed that the reached on the right changes

Next is to narrow down the interest

Click Interest to see the list

You can browse and select from the list

Or type directly the interest you want to include

Let’s click Sports and outdoors

Let’s click Sports

Click Basketball

You have selected basketball

Notice also how the data changes

Your biggest audience who likes basketball

In the Philippines are ages 18 to 44

You can re-target your audience to these ages

You can also see the population of this audience

Scroll down see the relationship status of your target market

The relationship status data of your market

In this case, single has the highest population

You can also see education level

With college as the highest

Scroll down to see job title of your market

The population distribution for job title

Click See All to view more jobs

Sales has the most populated job

To narrow or expand your audience, click Page Likes

You can see top categories of like pages

Click See All to view more categories

Scroll down to view more categories

You can search for the categories in the interests

For example, let’s get nba.com

Type nba.com in the interest

Click the page of NBA

Your audience population changes

Scroll below you can see relevant page likes

You can also include the pages here in your interest

Click Locations to know locations of your target market

Click Compare

You will see the distribution of population per city

You can narrow down your ads to your specific locations

For example, Quezon City has the most FB users

But only 21% is likely in the selected interests

So you can take either bigger or smaller area coverage

Click See All to expand the selections

Scroll down to see more areas

Click Activity to view activities of your target market

You can view activities in the last 30 days

Those who made comments

Those who liked posts

Those who shared posts

Those who redeemed promotions

And those who clicked ads

Scroll down below to see the devices use

You can see the devices use by your target market

Highest are those using both desktop and mobile

Next are those using mobile only

Very few are using desktop

You can also see the brands they use

Highest users are android

Next is computer or laptop

Third is using iPhone

And the rest are just small precentages

Household and purchase category are for US audiences only

You can further filter your audience by clicking Advanced

You can add behavior

Click it and you will have your options

You can also add language

You can also target a specific relationship status

For example you only want to target Single

Notice how the numbers changed for the device users

Same goes for gender

Then education

And other more categories you can filter

Now you know the market to target, click Create Ad

And start creating your Facebook ad

“Insight into character comes from listening intently to the spoken word. The physical person, their charisma,

charm and dramatic flair is more often used to persuade audiences, as they use

these stealth tools of disguise and deception.”

- Maximillian Degenerez