How to Use Facebook Audience Insights Tool to Improve Your Targeting (With Pictures!)


  • The Facebook Audience Insights tool is a free research tool that businesses can use to analyze people connected to their page and people on Facebook as a whole.
  • It is an incredible research tool that provides audience insights on Facebook, and we regularly use on behalf of our clients.
  • It makes campaigns more precise and allows us to optimize ad spend on the individuals that will make a more significant impact on your Facebook campaigns.
  • With this step-by-step guide you can learn how to use the Facebook Audience Insights tool to improve your own ad targeting.

Facebook Audience Insights is a free research tool that businesses can use to analyze people connected to their page and people on Facebook as a whole to generate psycho-graphic audience profiles. The purpose of Audience Insights on Facebook is to arm businesses with the data they need to create content that resonates with their customers and create marketing campaigns that reach highly engaged audiences.

Facebook users span the globe and occupy almost every niche and demographic that can be thought up. However, finding and targeting the right audience using Facebook ads can sometimes be difficult. Many businesses struggle to target the appropriate audience for their products and services and in turn do not implement successful marketing strategies.

A Step-By-Step Guide to Facebook Audience Insights Tool

Redefine Marketing Group uses Facebook Audience Insights tools to analyze attributes of Facebook users to come up with better and more efficient ways to target ads.

Upon entering the insights section of Facebook, select “Choose an Audience to Start.” From there, select everyone on Facebook, which offers insights about all Facebook users, not just those who have interacted with your page.

Next, on the left-hand rail, select the geographic region to which your audience belongs. Once the geography is selected, enter any demographic information that you have about your audience already; this could be an age range or choice of specific genders.

Below the location and demographics section is an area where you can select interests your audience may have. A plethora of selections are available to choose from, more or less anything a user has entered into Facebook as something they like. You can select combinations of these interests as well. For the sake of this example, we’ll pretend we are selling running shoes and will select cross-country running, cross country running shoe, long-distance running, running shoes, and running as some of our interests.

Next, in the left-hand rail is a section labeled Connections. In this area, you can select your audience page connections. You can choose multiple pages that you manage or exclude segments of your audience by specific pages.

Lastly, in the area titled Advanced, you can segment your audience precisely with other information that users have provided in their profiles, like language, relationship, education, politics, or life events. While creating an Audience profile for a running shoe brand, perhaps you want to see how the audience changes based on a consumer’s marital status.

Now that you have set up your initial audience, it’s time to look at various audience insights on Facebook. On the right side of the page is the data related to your initial audience profile, including how it compares to the overall Facebook population.

Audience Insights Tabs

Within Audience Insights, you will see the following tabs. We’ve provided more information about each so you’ll know exactly what you’ll gain access to when you click into each:

  • Demographics: This tab contains data on age, gender, relationship status, education level and job title of your target audience.
  • Page Likes: This tab holds information about your audience’s interests and your possible competitors.
  • Location: This area houses data on the top geographies of your selected audience.
  • Activity: Within activities, you can see how active a user is on Facebook, and what type of actions they perform most on Facebook.

When you navigate through the tabs, you’ll find helpful information about your audience.

Demographics Tab: What You’ll Learn

In the Demographics tab, you can see more specifically what age ranges work best based on your original seed audience. You can use this information to trim the age outliers. You may also use the highest indexing education level to add to your targeting audience to make it more specific.

Lastly, on the Demographics tab, you can choose to select some job titles that seem to suit your overall audience well.

Page Likes Tab: Categories of Interest

On the Page Likes tab, you can look at the audience’s Top Categories of interest. These categories are those most likely to be shared by most of your original audience. Even more specific in this tab are the Page Likes themselves. These are the individual likes that your audience shares.

Along with the Top Categories, Pages Likes can be added to refine your Facebook campaign or even expand your marketing audience.

Location & Activity Tab: A Deeper Look

The locations tab will allow you to see specific cities where your audience tends to be more prevalent. If one seems to dominate, you might break it into a separate ad group to see if perhaps it can stand alone and drive better performance.

The Activity tab is most useful for marketing campaigns to identify the devices your audiences use most often. Similarly to the locations above, if your audience has a high affinity towards certain devices, you may want to separate them to test their performance.

Facebook Audience Insights is an incredible research tool that we regularly use on behalf of our clients. It makes campaigns more precise and allows us to optimize ad spend on the individuals that will make a more significant impact on your Facebook campaigns. See how Facebook Audience Insights can work in your favor by contacting us today.

Now that you have set up your initial audience, it’s time to look at the insights that Facebook can provide about those users. On the right side of the page is the data related to your initial audience profile, including how it compares to the overall Facebook population. If you have any questions about how to use Facebook Audience Insights tool, reach out to us! 

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ABOUT THE AUTHOR
Stephanie was an SEO content writer before transitioning to a management role. As the co-founder and Head of Content at RMG, she oversees everything from the development of content strategies and content creation to day-to-day office operations. She graduated from Cal Poly Pomona with a degree in Journalism, and enjoys showing clients the power and versatility of content.
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