How to use Facebook’s Audience Insights & find the Right Target

How to use Facebook’s Audience Insights & find the Right Target

by Wanda Moore February 21, 2019

Do you know the interests and passions of your customers? Do you know where they live? If they are predominantly men or women? Their age and if they are married or single? If they work in certain sectors rather than others, or do they have high educational qualifications?

If you do not know these basics about your audience, it’s difficult to plan your campaigns on Facebook and create relevant advertisements .

To Read: Facebook Revenue and Usage Statistics (2019)

First of all, you need to know if Facebook is the right tool to reach the target audience, and then know how to correctly set it to display our ads. Here’s how to do it.

The Audience Insights of Facebook

Audience Insights is a very powerful and free tool made available by Facebook to offer each advertiser the information it needs to locate its audience. 
This is also important to better personalize the contents to be conveyed to users so that they are attracted and involved.

We consider that the 4 main factors of a successful campaign are the following:

  1. Engaging ad creativity (such as an image or video) and copy (title and text)
  2. A good product and a convincing offer
  3. The right audience segments to show ads to
  4. Bid strategy, optimization and campaign structure

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So, given that the public is one of the four pillars of success, how do we know who we should address with our ads?

With more than 2 billion active monthly users on Facebook (and over a billion on Instagram ) it is worth asking how it is appropriate to restrict the audience and focus only on people who are potentially more interested in our offer.

We have several targeting options available including:

  • interests
  • behavior
  • device used
  • age
  • gender
  • spoken language
  • resort

How to choose the best?

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Getting started with Audience Insights

Log in to your Business Manager or Placement Manager and click on the menu in the upper left corner. 
Here you can select Audience Insights:


Monthly-active-users-and-demographical-information-in-Facebook-Audience-InsightsYou will then be presented with a popup, which allows you to choose a general audience or people connected to your Facebook page:

Note that, to protect user privacy, the custom audience analysis option was removed in 2018.

Once you have chosen one of the two options, you will be on the main screen.

The left menu allows you to filter the audience based on certain characteristics, which you will set if you already have information that identifies your audience.

Facebook provides you with data only if you select an audience with at least one thousand people. You will see its size indicated at the top, in terms of ” active people per month “.

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In this case, having selected the country “Italy” as the sole filter, it indicates the number of people active monthly on Facebook in Italy: approximately 30 – 35 million.

How to use Audience Insights

There are four cards in Audience Insights:

  1. Demographic data
  2. “I like it” on the page
  3. Place
  4. Activities

Demographic data

In the first sheet we find the charts by age and gender, sentimental situation, level of education and professional title.

The gray bars represent the averages for all Facebook users in that demographic segment and the blue bars represent the audience we are analyzing. In this way we will know if a specific feature of our audience falls within the average of Facebook users (and therefore is not relevant), or not.

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Faced with this sample chart I can deduce that this audience is made up mostly of women, and that those in the 18-24 age group are scarce. Comparing in fact, for that age, the blue bar with the gray one, I find that their presence has a much lower incidence than the average on Facebook.

Faced with this sample chart I can deduce that this audience is made up mostly of women, and that those in the 18-24 age group are scarce. Comparing in fact, for that age, the blue bar with the gray one, I find that their presence has a much lower incidence than the average on Facebook.


I also discover that the degree is very high: a + 138% of specialist degree compared to the average on Facebook.

“I like it on the page”

In this section we can find out what are the most common categories of interests among this public, and the pages that mostly follow on Facebook, with the exact number of people that follows a certain page.

This section gives us immediately some ideas on the interests to be set for the acquisition campaigns.

One of the most important data is the affinity score . Facebook defines “how likely it is that your audience can put Like on a particular page compared to everyone on Facebook”. Some of these pages may also be available as “interests” to be set up in our campaign.

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In the Place section we can identify the geographical areas in which the audience we are analyzing is more present.

The value is always expressed as a percentage, and compares the data to the average on Facebook.


In this case, I find myself in front of a particularly widespread public in Puglia, but also in other cities of central and northern Italy.


In the last tab I can find out if it is a particularly active public on Facebook, which acts with ads, with pages and posts, and which devices it uses, always comparing it with the average activity on Facebook.


In this case I find myself in front of an audience that has a decidedly above average interaction with the pages, posts and listings.

It is also an audience that uses a lot of computer and iPhone, while the iPads and Android devices are scarce.

To Read: How to Build Buyer Personas for Ecommerce

Insufficient data

What to do if the data obtained are insufficient or if the fans on our page are too few to extract information?

At this point it becomes fundamental to use also the other methods for identifying buyer personas. 

Open and save audiences

Now do not let your work go to waste, and be sure to save your new audiences so you can use them for your Facebook ad campaigns later. 
You can also open a saved audience you created earlier.

At the top are the items that allow you to save the created audience and open one already saved in the past.

To Read: Twitter is Testing a New User Profile View


Facebook Audience Insights is one of the most powerful tools available for public research and is free. It is something that every advertiser should use.

It is worth spending some time on planning to review all the data on which to make our assessments, create a list of interests to be used in the campaigns and customize the ads to make them as suitable as possible for our target.

It is important to remember that when we analyze audience segments based on an interest, we are trying to find a person buyer , not just a list of interests related to our product. 
Without this tool we would not know who is behind an interest on Facebook.

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If we consider the very high number of advertisers we have to compete with on Facebook, we can sense that being able to find the right audiences to which to target our ads, avoiding competing on off-target users, could prove to be a great competitive advantage.

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