(melancholic music) (Mrs. Hat sobbing)
- Mrs. Hat is sad.
She's sad because she thought this week she was going
to be learning about one of Facebook's best tools,
Audience Insights, but when she logged in
to take a sneak peek before she started learning,
she found out,
(dramatic music)
it was going away.
That's right, Facebook Audience Insights are going away
on the 1st of July
and this video was supposed to be showing you
how they worked.
Could this be a result of the recent Apple privacy update?
If Facebook is tracking less people,
it's going to have less data
to be able to put into Facebook Audience Insights.
There is some hope.
When you click Learn More
on that announcement,
it brings you some info
about how Audience Insights is transitioning
to Business Suite.
And it looks like at least some of the the features
from Audience Insights is moving there,
including interests
and interests is something that you can't see
on regular page insights.
The ability to create and save, add audiences.
That's moving too
and that was something that you could do
within Facebook Audience Insights.
If you are watching this video
before the 1st of July 2021,
I am going to show you how Facebook Audience Insights work
and how you can use it to find out more
about the people who use Facebook.
If you're watching after that,
there will be a link up here
to a video that shows you how it works
within Business Suite.
Before you access Audience Insights,
let's think about the questions
that Audience Insights can answer for us.
Number one, it can tell us if our existing audience
on Facebook is the right audience for us.
And number two, it can help you build an audience.
It can find out what members of your target market
are actually interested in.
To access Audience Insights from inside Business Manager
or your Ads Manager,
you just want to click on these little boxes
at the top of the screen and if you scroll down,
here's Audience Insights.
Let's start by finding out
about your existing audience on Facebook.
Now that you're in Audience Insights,
you have two options.
You can choose to analyse everyone on Facebook
or just the people connected to your Page.
And for this first section,
we're interested in the people
that are connected to your Page.
So click into that.
By default, Audience Insights chooses just the people
that are in the United States.
So if your audience is somewhere else,
you can add locations on the left-hand side.
And I'd suggest adding every location
that is relevant to your business.
If your audience is too narrow, too small,
so if I'd selected here just people
who lived in Ireland,
that means it wouldn't be able to give me as much data
because you need a certain number of people
to get the information that you need.
If you scroll down here,
type in the name of your page.
So now you've selected people in all those locations
and the people that are connected to your page.
And the information we can see at the top
is very similar to what you'd see in Audience Insights.
There is a difference.
So you can see the age and gender of people connected
to your page.
But you can also see how you compare
to the regular user on Facebook.
For example, I have a small audience of people
between the ages of 25 to 34 who are female.
The grey bar represents all Facebook users
and we can see I am under indexing
for the number of women of that age group on Facebook.
When I scroll down,
I can see information you cannot see
on Facebook page insights.
And this is their relationship status,
so I can see, the majority of my audience are married,
way more than average on Facebook
and they are either college or graduate school educated.
If you have a larger audience,
you should be able to see job titles under here as well.
But that's not the exciting bit.
The rest of the stuff is the exciting bit.
So if I click into Page Likes,
this tells me about the pages
that my audience like.
So firstly, it shows me the categories
and example pages.
If I scroll down,
it shows me that I have a strong affinity,
that means a lot of the people
who follow my page also follow these pages on Facebook.
So we can see How Great Marketing Works.
I have a massive affinity with that.
And you can keep going down and down and down to see more.
Now, even though I have an affinity with these pages,
that doesn't mean I can target them with Facebook ads.
It's just telling me a little bit more
about the interests of my audience.
The next tab tells me about the location of my audience.
So if I click onto that,
it automatically brings me into cities
but I can also look at countries.
And I can also see the languages
that my audience speak.
And finally, Activity.
I love this tab.
This tells me how my audience engages on Facebook.
So are they Facebook users?
Do they do more than just log in
and have a little scroll through?
And yes, my audience,
I guess because they're liking my Facebook page
and following me are active on Facebook.
We can see that they like pages more than the average user.
That they click ads more than the average user.
That they leave comments, they like posts
and they share posts more than your average Facebook user.
So this is obviously a good audience to advertise to.
And the final graph shows me what device they're using
to access Facebook.
I always find this really fascinating
that such a large portion
of my audience access Facebook both on Desktop and mobile
and I'm guessing that's because I'm business-to-business
and there's a lot of people sitting
in front of computers.
Also, good news for me with the iOS update,
the majority of my audience use an Android phone
to access Facebook.
And now let's find out more about your target market.
Let's find out more about their behaviour on Facebook,
and what they're interested in.
Instead of starting with our own audience,
we can select everyone on Facebook
and this is a brilliant tool
to help you build a customer persona
and build a content plan
that is designed to attract them.
So this time, instead of going for people connected
to your page, click on Everyone on Facebook.
Start by putting in everything you know
about your customer.
So again, we go over to locations.
You can put in where they live.
So I know the majority of my customers are in Ireland
and the United Kingdom.
So I'm going to add those.
Also, most of my customers are over 30,
so I'm going to adjust the age to reflect that.
If you specifically target men or women,
you can also adjust your targeting here.
And before we get into interests,
if we scroll down, and click on the Advanced tab,
you can target people by language,
by relationship status, education, work,
market segments, which I think only works
in the United States,
if it is still working at all.
You can target specific types of parents.
You can target them by life events,
which I find fascinating.
You can have away from family, long distance relationship,
new job, new relationship, upcoming birthday.
As you start updating information on the left-hand side,
you'll see the graphs on the right-hand side start moving.
And because this is a large audience I'm targeting,
for the first time, I'm getting to see the job titles
of people that I am targeting.
I'm going to add a couple of interests
and now let's have a look at those other tabs.
So now when I go into Page Likes,
we can see, if I scroll down,
a lot more information here
about my audience and the exact pages that they like.
If you click into these,
it'll open up the Facebook page
so you can find out a little bit more about the page.
If I go into Location,
I find these top cities fascinating
'cause you'd always imagine, if I was targeting Ireland
and the UK that London and Dublin would come up top
but no, look at this,
Castle Baynard is out indexing Greater London and London
and actually, in number four spot is Aberdeen.
What this tells me
is it might be worth running some localised ad campaigns
to some of these areas.
Maybe forget London,
let's look at Castle Baynard.
Let's go and find out
a little bit more information about that.
Let's look at Aberdeen,
let's look at Barnsley and Belfast and Birmingham
before I look at London and Dublin.
And Dublin's not even appearing on this list.
And then over to the Activity tab.
So here we can see that this audience I'm creating
does click a lot of ads,
does like posts on Facebook,
does comment a lot on Facebook.
But on average, they like as many pages
as the regular Facebook user.
I can also see that yet again,
these are Android users above iPhone users
but the iPhone level has gone way up.
And the Desktop and mobile level has gone way down.
Of course, you'd want to fill this out more fully.
I've only put in two interests
on the left-hand side.
The more you put in, the more information you will find out
about your audience.
One of the things I've loved
about audience insights in the past
is not only can you find out more about your audience
but it can also help you discover audiences
to advertise to in the future.
And the thing is this is a great tool.
It can help your ads work better,
it can help your marketing work better
and I'm sad that it's going away.
Just like Mrs. Hat.
So if you're watching this before the 1st of July 2021,
use it now, use it now to learn about your audience.
And after the 1st of July 2021,
I'm gonna create a video on how it works
within Business Suite.
So come back and watch that one.
So cheer up, Mrs. Hat.
The new tool could be just as good.
It could be even better
and it has the advantage of you can access it in one place,
next to your page in Business Suite.