Facebook introduced a way for brands to learn more about the audiences they are targeted with their ads on the social network in order to refine their strategies, and the new Audience Insights tool will begin rolling out to U.S. users of Ads Manager Thursday, with access outside of the U.S. to be added “in the coming months.”
Audience Insights will offer brands aggregate and anonymous information on Facebook users, including:
- Demographics — age and gender, lifestyle, education, relationship status, job role, and household size.
- Page likes — the top pages people like in different categories, like women’s apparel or sports.
- Location and language — where do people live, and what languages do they speak?
- Facebook usage — how frequently are people in your target audience logging onto Facebook, and what device(s) they are using when they log on?
- Purchases activity — past purchase behavior (i.e. heavy buyers of women’s apparel) and purchase methods (i.e., in-store, online).
The aggregate and anonymous information can be viewed for three different groups of people:
- People on Facebook (the general Facebook audience).
- People connected to brands’ pages or events.
- People in custom audiences brands have already created (audiences made up of current customers).
Facebook said in a post on its Facebook for Business page introducing Audience Insights:
The more customer insights you have, the better you’re equipped to deliver meaningful messages to people. That’s the thinking behind Facebook Audience Insights, a new tool designed to help marketers learn more about their target audiences, including aggregate information about geography, demographics, purchase behavior, and more.
Say you want to raise awareness for your women’s luxury fashion brand, and you sell your products in-store. You’d want to know how many people on Facebook live near your stores, as well as their interests, their past purchase behavior, and how they tend to shop (online vs. in-store).
Audience Insights is different from Page Insights because it looks at trends about your current or potential customers across Facebook, whereas Page Insights looks at the interactions with your page (i.e., likes, comments, and shares).
We built Audience Insights with privacy in mind. It surfaces aggregated information people already express on Facebook, along with information from trusted third-party partners — like Axciom — through our partner categories targeting. Like Page Insights, Audience Insights shows information about groups of people without the need to share which individual people are in those groups. This allows marketers to view aggregate and anonymous insights while keeping people’s personal information private.
Marketers on Facebook: Are you excited about the potential uses for Audience Insights?