One of the first questions I ask when working with someone on creating a social media strategy is whether or not they have done the work of really getting to know their audience. Most either won’t slow down to gather enough information about their audience, or don’t have the resources to do so. That is why, very often, marketing activities take the form of throwing spaghetti to the wall and seeing what sticks.
Thanks to Facebook Audience Insights, getting to know our audience no longer has to be so resource intensive, and it can actually be fun! Data from years of people sharing their lives on Facebook and information from third-party Facebook partners like Axciom, combined with an easy to use visual reporting platform, makes for a great marketing playground.
Things you can learn from Facebook Audience Insights:
Who you can target
- People on Facebook (the general Facebook audience)
- People connected to your Page or event
- People in Custom Audiences you’ve already created (your current customers)
What you can learn about them
- 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)
Is the whole world really on Facebook?
“Everyone’s on Facebook” is the most often-heard rational for creating a Facebook page or advertising on Facebook. I am not a fan of making blanket statements, and feel that every business or organization should do their own research for their own audience and draw their own conclusions. So, I thought I’d have a little fun with Facebook Audience Insights and determine who is not that into Facebook, and may not be a good target for Facebook advertising (but again, you should do this for your niche audience).
Casting a wide net with “People on Facebook” ages 18 years and up in the United States, I examined and recorded the lowest end of statistics for the various data categories. Here is what I found:
- Age: 65+ men (2.8%)
- Life Style: Country Style (0.8%), Spouses and houses (0.8%)
- Relationship status: Engaged (4%)
- Education level: Grad School (8%)
- Job title: Framing, Fishing and forestry (0.8%)
- Location: Anaheim, California, United States (0.3%)
- Devices: Blackberry (0.2%), Feature phone (2%)
- Household income: 15 to 20 K annual (4%)
- Household size: Adults plus children 6 (9%)
- Spending habits: Travel and entertainment (10%)
- Shopping: High retail shopping (22%), no online shopping (10%)
- Purchase behavior: Business purchases (3%)
- Vehicle purchase: Luxury SUV (11%)
What are some things we can learn from this data?
Disclaimer: Please read these in good fun, no offense is intended to anyone.
- Grandpa may still prefer his TV and paper coupons
- You’re either into your spouse or into Facebook
- Who’s got time for Facebook when you have a wedding to plan?
- Grad school leaves no time for Facebook, I’ve been there, I know!
- Don’t fish for fisherman, park rangers or farmers on Facebook
- Hmm..Why Anaheim? Oh Yeah, Disney Land is a happier place than Facebook!
- Don’t look for dinosaurs on Facebok
- Here’s a good reason for Facebook to rally behind raising the minimum wage
- Facebook is great for family planning, who knew!
- Why spend money on travel or entertainment, when you can living vicariously through your Facebook friends?
- Retailers, there is still hope for coupon mailers: at least 20 million of Americans still don’t shop online (10% of 200 million monthly active users)!
- Facebook is not a good place to sell staplers
- You’re either into filling up your gas tank or into Facebook
But wait, there’s more: Facebook users are not that much into sharing or promotions!
One effective means of getting more reach and engagement on Facebook is running promotions and asking for shares (not at the same time, it’s against the rules). What percentage of Facebook users do you think are into promotions or sharing? Looking at the data, this is what I found:
- 1% shared posts
- 1% redeemed promotions
I kind of like these numbers because it raises the bar for the quality of content and contests created by marketers, but that’s a topic for another blog post.
This was fun, wasn’t it?
Don’t leave all the fun to me! Head over to your ads manager on Facebook and play with Facebook Audience Insights. I’d love it if you shared your findings in the comments!
The original version of this post was published on my LinkedIn Profile.
Are you having a hard time putting “fun but effective” and “social media” in the same sentence? Are you not that into sifting through data but into getting results from social media? Maybe it’s time to stop throwing spaghetti to the wall and talk to a professional. Contact me , I can help!