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How to Use Facebook Audience Insights in 2024

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Wondering if there’s a way to get more out of your Facebook ad campaigns? Well, there is! All you need to do is master Facebook Audience Insights!

These insights provide you with in-depth data on your target audience. With this information, you can ideate, create, and run campaigns that appeal to your customers or followers. You can also leverage this data to perfect your marketing strategy and ultimately increase conversions.

So, whether you get your analytics data from a Facebook scheduling tool or use Meta for Business, this guide will provide detailed tips on how to use Facebook Audience Insights to optimize your ad campaigns.

Let’s get started!

Part 1: Introduction to Facebook Audience Insights

In this section, we will explore Facebook Audience Insights and get a clear understanding of its features and capabilities. You will also learn how to use Facebook Audience Insights to improve targeting.

Facebook Audience Insights is a powerful tool for gathering valuable information about your target audience. By understanding your audience better, you can create more effective ad campaigns that resonate with your users.

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Why Is Understanding Your Facebook Audience Important?

Understanding how to use Facebook Audience Insights is essential for optimizing your ad campaigns and reaching the right people at the right time. By reviewing the demographics, interests, and behaviors of your audience, you can ensure that your ads resonate with them and drive the desired results.

Knowing your audience allows you to spend your ad budget effectively. By understanding who your audience is and what interests them, you can target your ads and reach people who are most likely to engage with them.

This not only helps you maximize your return on investment but also ensures that you are not wasting money on reaching people not interested in your products or services.

Where Can You Find Facebook Audience Insights?

To access Facebook Audience Insights, go to your Meta Business Suite dashboard. Then, click on the “Insights” tab to access different data about your Facebook page.

Facebook-Audience-Insights
A snapshot of Facebook Audience Insights

Once you’re in Audience Insights, you’ll be able to explore a lot of information about your audience. You’ll see data about their demographics, interests, behaviors, and more. You can even compare different audience segments to see how they differ regarding their preferences and characteristics.

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Part 2: Getting Started With Facebook Audience Insights

In this section, we will see how to use Facebook Audience Insights.

How to Access Facebook Audience Insights

You can access Facebook Audience Insights in two ways. First, you can visit your Professional Dashboard and click the “Audience” button. This window will pop up:

Audience data
A snapshot of audience data

How to Use Audience Insights on Facebook

Once you’ve accessed Facebook Audience Insights, you can use it to analyze and optimize your ad campaigns.

At this stage, you will see two types of audiences: Current Audience and Potential Audience. Your current audience shows you the statistics of your current audience. This will include information about the gender, age, location, and interests of your existing followers.

Next, you have the data on the potential audience. These include the estimate of the audience that you can achieve. It is sorted by percentages of following by gender, demographics, and other metrics.

current and potential audience tabs
A snapshot of current and potential audience tabs

The audience insights on Meta also provide you with information on custom audiences. To view this, navigate to the Meta Ads Manager and select the ‘Audience’ option. Once you’re on the Audience page, you’ll see all these options, including the one that says “Custom Audience”. You will be able to preview the custom audiences along with demographics while creating one.

types of audiences in Meta's Audience Insights
A snapshot of the types of audiences in Meta’s Audience Insights

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Part 3: Basic Facebook Audience Insights Filters

When using the Insights tool, you can filter your audience based on location, age, gender, and interests to find valuable information. These basic filters allow you to narrow your audience and get more specific insights.

How to Use Facebook Audience Insights Filters

Do you want to learn how to use Facebook audience insights and create custom audiences using filters? This section has you covered!

When it comes to filtering your audience, you’ve got a few key points to consider: location, age and gender, interests, and connections.

  • Location

    You can filter your audience by location to gain in-depth information and target specific geographic areas for your ad campaigns. Whether you want to reach customers in a particular city or expand your reach globally, the location filter allows you to narrow down your audience and tailor your ads accordingly.

  • Age and Gender

    To refine your audience further and target specific demographics, use the age and gender filter. This will introduce you to information pertaining to the age and gender distribution of your audience and how effectively you can target them.

  • Interests

    You can explore your audience’s interests using the filters for a more targeted ad campaign. The Interests filter lets you find people engaging with specific topics or pages. This helps you understand your audience’s preferences and tailor your ads to their interests. Whether it’s sports, fashion, or technology, you can use this filter to identify the interests that resonate with your target audience.

    But if you’re wondering, ‘How can I use Facebook Audience Insights to look at competitors’ audience?’ the answer is simple. You can look at your potential audience; this data is collected using competitors’ research.

  • Connections

    To access the Connections filter in Facebook Audience Insights, you can utilize the main menu in the top left of Meta Ads Manager. This filter allows you to analyze and segment your audience based on their connections to your Page on Meta.

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Part 4: Advanced Facebook Audience Insights Filters

If you’re wondering how to use Facebook Audience Insights to set advanced filters, you’ll need to find the “Advanced” option. Then, you can configure all these advanced filters to your liking. This will further narrow down your audience to a very specific number of people who are most likely to interact with your ads.

Advanced Facebook Audience Insights Filters
A snapshot of Advanced Facebook Audience Insights filters

Part 5: Analyzing Your Facebook Audience

Start by looking at the demographics of your audience. For example, if your target audience is primarily women aged 25-34, but your ads are getting more engagement from men or older age groups, you may need to adjust your targeting or messaging.

Next, explore the interests and hobbies of your audience. Facebook Audience Insights can show you what pages they like, what topics they engage with, and what brands they follow.

Finally, examine the behaviors of your audience. Facebook Audience Insights can reveal information about their online activities, such as the devices they use, their purchase behavior, and even their travel preferences. This data can help you understand how and where to target your ads.

How to Analyze Facebook Audience Insights

So far, you’ve learned how to use audience insights on Meta and how to target a specific audience. From this point, we will start talking more about the advanced stuff that you’ll have to do to further tune your ad campaigns on Meta.

  • Demographics

    When analyzing Facebook Audience Insights, it’s essential to consider the demographics of your target audience. This information can give you detailed insights into the characteristics and preferences of the people you want to reach.

    For example, if you find that your target audience is primarily young adults between the ages of 18-24, you can create content that appeals to their interests and use language that speaks to them directly.

  • Page Likes

    Analyze your Facebook Audience Insights by examining the pages that your target audience likes. This information can provide in-depth data into their interests, preferences, and behaviors.

    Start by looking at the top pages liked by your audience. This will give you an idea of the types of content they engage with the most. Are they interested in sports, fashion, or technology? Once you identify the common themes, you can create targeted ads that align with their interests.

  • Location

    To analyze Facebook Audience Insights, begin by examining the location data of your target audience. Meta provides detailed insights into the locations of your audience, including their country, city, and even specific regions.

  • Activity

    This means looking at how often they interact with posts, how frequently they like or comment on content, and whether they share or save posts. For example, if your audience tends to be most active on certain days or times, you can schedule your ads to coincide with those peak activity periods.

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Part 6: Working With Different Facebook Audience Types

When working with different Facebook audience types, you can effectively target specific demographics and interests to optimize your ad campaigns. Meta offers a variety of audience types that you can use to reach your desired audience.

What Are the Different Types of Facebook Audiences?

So far, you have learned how to use Facebook Audience Insights to improve targeting, but let’s have a wider overview of the types of Facebook Audiences.

  • New Audiences

    If you’re looking to expand your reach on Facebook, new audiences offer various options to refine your target audience based on location, demographics, interests, and behaviors. These audiences allow you to reach people who may not already be connected to your business.

  • Custom Audiences

    To optimize your ad campaigns on Meta, it is essential to understand custom audiences. Custom audiences allow you to connect with people who already show interest in your business.

  • Lookalike Audiences

    Lookalike audiences are a valuable type of Facebook audience that can significantly enhance the reach and effectiveness of your ad campaigns. These audiences are made up of people who share similar interests with your custom audiences.

  • Saved Audiences

    Saved audiences are a great way to save time and effort when targeting specific groups of people. With saved audiences, you can create a custom audience based on specific criteria and save it for future use. This way, you don’t have to manually input the same targeting options when creating a new ad campaign.

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Part 7: Saving and Using Audiences in Facebook Audience Insights

Save and utilize audiences by creating custom segments in Facebook Audience Insights. Once you have gathered the information and analyzed your target audience, it’s time to put that knowledge to work. Meta’s Insights allows you to save and use audiences in your ad campaigns. This feature is compelling and can actually help you save a lot of time.

How to Save Audiences in Facebook Audience Insights

So, you’ve analyzed and filtered your audience using Facebook Audience Insights. Now, it’s time to save those audiences for future reference or to use in your ad campaigns.

Once you’ve saved your audiences, you can open them again to make refinements. You can also review the data and then seamlessly use it in your ad campaigns by clicking ‘Create Ad’.

How to Save Audiences in Facebook Audience Insights
A snapshot of how to save audiences in Facebook Audience Insights

How to Find Audience in Facebook Audience Insights

To open an audience in Facebook Audience Insights and save it for future reference, follow these steps. First, access Meta’s Insights by clicking on the main menu in the top left of Facebook Ads Manager. Next, select Insights. Once you’ve accessed Audience Insights, click on Audience. From there, you can choose your current or potential audience to analyze.

How to Use the Saved Audiences in an Ad Campaign

To utilize a saved audience in your ad campaign, simply click ‘Create Ad’, and the saved audience will automatically populate the ad set in the Meta Ads Manager.

How to Use the Saved Audiences in an Ad Campaign
A snapshot of how to use the saved audiences in an ad campaign

Part 8: 5 Tips on How to Use Facebook Audience Insights

So you’ve accessed Facebook Audience Insights, and now you’re wondering how to make the most of it. Well, you can use this tool to optimize your ad campaigns in five key ways.

  • Improve Your Buyers’ Persona Profile

    Improve your buyer personas by leveraging the power of Facebook Audience Insights. This tool provides valuable data and insights to help you better understand your audience and optimize your ad campaigns. If you are customizing your ads based on the profile of your buyer personas, you can increase the effectiveness and relevance of your campaigns.

  • Leverage Connected Audience’s Interests

    You can find and use the interests of the people connected to your page. This data will include things that your audience is attracted to. For instance, you can find brands that your target customers love. This information is valuable for creating targeted ads that resonate with your audience.

    You can also use this data to build partnerships with brands that your target audience already uses. In doing so, you’ll introduce your product or service to a customer likely to convert.

  • Segment Demographic Data Into Separate Audiences

    Facebook Audience Insights allows you to analyze the Age & Gender section to identify standout age groups or gender proportions. This level of personalization can significantly improve the effectiveness of your ads and increase the likelihood of engagement and conversion.

  • Segment Location Data Into Separate Audiences

    To effectively segment location data in Facebook Audience Insights, use the location filter to identify standout locations for creating separate audiences.

    For example, you can reference the audience’s city in your ad copy or creative to stand out and connect with them more personally. This can help you optimize your ad campaigns and drive better results.

  • Optimize Ad Campaigns Based on Your Audience’s Device Usage

    You can also optimize your ad campaigns based on the devices used by your target audience. By utilizing Facebook Audience Insights, you can gain insights into the devices your audience is using to access Facebook. This information can help you tailor your ad campaigns specifically for different devices, ensuring that your ads are optimized for the best possible user experience.

    For example, if you find that a significant portion of your audience primarily uses mobile devices, you can create mobile-friendly ad formats and focus on targeting mobile placements.

Part 9: How to Quickly Create Ad Sets From Your Saved Audiences

To create ad sets from your saved audience, open Facebook Ads Manager and navigate to the Audience Insights page. Once you’re there, click on the Audience tab. This is where you can access all your saved audiences and refine or review the data.

Next, select the saved audience that you want to use for your ad campaign. Once you’ve chosen the audience, click the “Create Ad” button. This will automatically populate the ad set in the Facebook Ads Manager with the selected audience.

How to Include Audience Insights Into Your Routine Ad Campaigns

You can include Audience Insights in your routine by regularly accessing and analyzing audience data. First, make it a habit to access Audience Insights regularly. You can do this by clicking on the main menu in the top left of Meta Ads Manager and selecting Insights under the Analyze and Report column.

Next, select either your current audience or potential audience to analyze. You can further filter your audience by using the Location filter to include specific locations or leave it blank for global insights. Narrow down your audience by age and gender using the Age and Gender filter.

Part 10: How to Use Facebook Audience Insights for More Effective Targeting

So, you want to make your Facebook ad campaigns more effective? Well, lucky for you, Facebook Audience Insights has got your back. With this tool, you can upload your custom audience source, targeting specific groups of people already familiar with your brand. Here’s how you can do just that:

  • Upload a Custom Audience Source

    To use Facebook Audience Insights for more effective targeting, you can upload a custom audience source from your owned or Meta sources. This means you can connect with people who have already shown interest in your business. By uploading a custom audience source, you can gain information about their demographics, interests, and behaviors.

    Now that you’ve uploaded your custom audience source, it’s time to customize your audience further with filters.

  • Customize Your Audience With Filters

    After uploading your custom audience source, you can further refine and target your audience by customizing it with filters. These filters allow you to narrow your audience based on specific criteria, making your ad campaigns more effective. For example, you can use filters to include or exclude people based on their location, demographics, interests, or behaviors.

  • Focus on Interest-Based Audiences

    To enhance the effectiveness of your ad campaigns, you can further refine your audience by zoning in on interest-based users. This level of targeting can greatly improve the performance of your ad campaigns and increase the likelihood of achieving your campaign goals.

  • Review Your Audience Metrics

    Again, this step is crucial because it allows you to understand how your campaigns perform and make necessary adjustments to improve their effectiveness. You can analyze various metrics, such as reach, engagement, and conversion rates, to evaluate the success of your campaigns.

    For example, if you notice that a particular audience segment has a high engagement but a low conversion rate, you can modify your messaging or targeting to improve conversions. On the other hand, if you find that certain demographics or interests are driving better results, you can allocate more of your budget toward those segments.

  • Save and Replicate Your Best-Performing Audiences

    Now, it’s time to save your best-performing audiences and replicate their success using Facebook Audience Insights. Saving your audiences allows you to easily access and use them in future campaigns. To save an audience, click the “Save” button after customizing and refining the audience to your liking.

How to Use Facebook Audience Insights – Wrapping Up

So there you have it: a comprehensive guide on how to use Facebook Audience Insights to analyze, segment, and optimize your ad campaigns in 2024.

We explored how to use audience insights on Facebook to improve targeting and why it is essential to understand how this tool works. We discussed different types of audiences, including New, Custom, Lookalike, and Saved Audiences, along with their sole purposes. We also packed up five creative ways to benefit more from Facebook Audience Insights.

With this information in your arsenal, you’re all ready to start advertising on Meta!

FAQs: How to Use Facebook Audience Insights

1. How Do I Use FB Audience Insights?

Go to your Facebook Ads Manager and click on “Audience Insights” in the main navigation menu. Choose your target audience based on demographics, interests, behaviors, or connections to your Facebook Page. Explore the tabs available in Audience Insights, such as Demographics, Page Likes, Location, Activity, and others, to gain insights about your selected audience.

2. Is Facebook Audience Insights Free?

Yes, Facebook Audience Insights is a free tool provided by Facebook. It allows you to gather information and insights about specific target audiences on the platform.

3. What Are the Benefits of Facebook Audience Insights?

Facebook Audience Insights allows you to target the audience most likely to be interested in your products or services. It gives you valuable insights that you can use to benefit your target customer audience.
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Daniel Clark

Daniel is a guru of B2B marketing and professional networking. His in-depth knowledge of LinkedIn's unique environment has paved the way for business success.

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