How to use Facebook audience insights for better targeting

Are you looking for data about your Facebook followers to create better content and more precise ad targeting? Are you tired of searching for old Facebook Audience Insights tools but not finding what you were looking for?

Facebook’s famed Audience Insights tool was retired in July 2021. However, it is possible to view follower analytics and get information about your Facebook audience.

Instead of relying only on the limited data provided by native Facebook apps, Agorapulse offers more detailed insights.

Learn how Agorapulse’s monitoring and reporting tools can help you discover what works best for your audience or your clients’ Facebook fans.

What is the importance of Audience Insights?

Let’s first answer a crucial question. What is the point of audience insights?

Audience insights give you the information you need to better understand your customers. These data can reveal everything about your customers, from their age and gender to their location and what they enjoy. This data can be used to find out their opinions on your brand and the type of content that they find most engaging.

It is crucial to understand how Facebook Audience Insights works. Learn how to use Facebook Audience Insights to create organic and paid content that resonates with your audience.

It’s a win/win situation. Your audience receives content that resonates with them and you can reach your marketing goals more efficiently.

How to access Facebook Audience Insights

You may be wondering why Facebook Audience Insights isn’t working for you. Facebook used to host its Audience Intelligences tool in Ads Manager. Social media managers were able to access data about their Page and research audiences across Facebook.

old Facebook Audience insights

This tool allows you to create audiences you can use for advertising, and gain insights into user interests and behavior. You could then test your audience in ads, and make adjustments based upon your research.

Facebook has closed Audience Insights as of July 1, 2021. This was done to encourage social media managers and business owners to switch to native tools in Facebook Business Suite or Business Manager.

How to use Facebook Manager

Where can I find the latest Facebook Audience Insights?


how to access new Facebook Audience insights

You can now access the new Facebook Audience Intelligences via Business Manager or Business Suite. The new tools offer a variety of features that are more limited and have a completely new look.

You can access data about your audience by visiting the Audience Insights website.

AgeGenderTop citiesTop countries


facebook audience insights current

Also, you can research your ideal customers to create target audiences that will transfer into Ads Manager. Audience Insights allows you to target based upon demographic and interest data. You can also use the tool’s limited Top Pages information for more information about your customers.


potential facebook audience insights

Alternatives to Facebook Audience Intelsights

The new native tools won’t deliver the same features and functionality as the old Facebook Audience Insights. It is important to keep in mind that the old Audience Insights tool had some serious limitations.

The old tool could show you which pages and categories customers enjoyed. It didn’t provide much information about your audience or the reactions of your customers to your content.

Agorapulse is able to do this. Agorapulse Audience Intelsights can provide valuable insight into your followers, their likes and their behavior. This data can then be used to create more valuable organic and paid content.


get metrics that matter for your social media reporting header image

How to Access Agorapulse Audience Intelligences

Go to the Reports tab on your dashboard, and choose the Facebook Page that you wish to access Agorapulse insight. Use the tips below for more information about your audience and how you can give them more.

udience demographics

Are you interested in seeing who is following your Page and what their common interests are? Scroll to the bottom of the Audience tab in your Facebook Page report.

Agorapulse provides the following demographic data:

The average fan. This includes the age, gender and location.

What can you do to use this demographic data? It can be used to study both the positive and negative aspects in your audience.


demographics data example

The data can be used to gain insight into your audience and identify key shifts. You might discover that your Facebook Page followers are more male than your Instagram ones.

This knowledge can be used to create content more likely to appeal your Facebook audience.

To identify issues in your followers, you can also use demographic data. Are there many of your followers in areas your business does not serve? Are your Facebook followers becoming more dissimilar to your target customers? You may notice natural shifts in your audience. Or, you could be seeing spam accounts on your Page that you want to ban.

Audience growth

It doesn’t matter if you have ambitious growth goals for Facebook, it is important to track how your audience size changes over the years. You can identify the patterns of normal activity and those that are unusual to help you determine what is helping your audience grow or what is driving them away.


example of audience insights via agorapulse

Go to the Audience tab, scroll down past the overview section, and you will be able to access Agorapulse’s audience growth metrics. It will show you how many fans your Page gained or lost in the given time period.

This chart will help you to:

You can see if your audience has grown or decreased overall. Agorapulse tracks likes and dislikes to show how many followers you lost relative to the number of followers gained. Agorapulse allows you to see which methods are most effective for your Page. It also shows you the percentage of fans that were gained and lost. What if your audience numbers changed significantly over a specific day? You can identify what caused it, such as an influencer partnership or viral post. Next, think about what you can do to replicate your success and prevent another bad situation from ever happening.
Audience impressions

Are your Facebook users actually seeing the content that your team posts? Agorapulse’s Impressions report will show how often your content appears on Facebook’s newsfeeds.


facebook audience insights and impressions via agorapulse

This report will show you how organic impressions compare with paid views. This report also shows you instances where your content has gone viral.

You can use the data to determine which days your Page’s impressions were especially high or viral. You should confirm what content was posted and how it was promoted. Next, brainstorm ways to duplicate the result so that you can maximize impressions.

Facebook engagement

A comprehensive engagement overview will help you understand what motivates your audience to respond. You can create better content if you understand what drives engagement.

Open the Audience tab to view your Page’s engagement reports in Agorapulse. You can view aggregated and daily:

Reactions, including likes and loves as well as haha, sad, and angry responsesClicks, including interactions with links, photos, and videosCommentsPrivate messagesShares


facebook audience insights and engagement

These analytics will allow you to get a better understanding of how your audience reacts and what type engagement they are using most. You can also choose different time periods and compare metrics between weeks to months.

This data will allow you to see how your audience reacts or engages over time. This data can be used to identify patterns such as an increase in engagement on weekends, or private messages that are more frequent when certain content is posted.

Agorapulse makes it easy to get data-rich reports.

When is the best time to post on Facebook

Are you able to identify when your audience is most active on Facebook? You can pinpoint the best time to post and get maximum engagement by knowing when your followers will respond to your posts.

Agorapulse offers two methods to track audience activity:

Users’ activity. You can view the Audience tab on your Facebook Page report to see which users have interacted most with your content. These averages are calculated based on inbox activity and not clicks and reactions. You can also see when your Page is most likely receive comments, private messages and user posts. You may need to be available online at all times to manage engagement.

best times to post via agorapulse

When is the best time to publish? Agorapulse calculates the best time to publish on the Global Content tab. Agorapulse can recommend times based on reach or engagement. This will give you a better chance to reach the goal that is important to your team.


best time to publish

The best post type to publish on Facebook

This will give you a better understanding of the time your audience is most likely to view or engage with your content. What should you post?

Agorapulse tracks all types of content that you publish, including image, video and link posts. You can view which post type generates the most engagement and reach on your report’s Global Content tab.


best post type

You might be surprised by the results. You might be surprised at how much less engagement videos get than you thought. You may discover that text posts or links are more popular with your audience.

The best performing Facebook content

It can be extremely helpful to know which post types resonate with your audience in order to plan future organic and paid content. If you want more information about your audience’s favorite content,

Agorapulse does not automatically track more detailed content data, but you can get more information in just a few steps.

Go to Labels on your Facebook Page, and then configure the Publishing Labels. To describe the content that you publish, you can use any number of tags, such as the topic, source or style.


labels

You can add labels to Agorapulse content once you have created them. When you compose posts, labels can be added or edited for items already published.

You can sort your Global Content report tab by engagement or reach. This will allow you to determine which content resonates with your audience. You might find that your audience enjoys hearing about your products, or that they respond well to user-generated content (UGC).


best publishing labels

It is possible that your audience doesn’t respond to certain topics, sources, and styles. To make way for more engaging content, you might consider eliminating these types of content from your strategy.

Comment and message on Facebook

You now have a better understanding of the content that inspires the most comments on your Page. What are those messages? Are they positive, neutral, or some combination of both?

Agorapulse does not automatically track the sentiment and nature of Facebook Page engagements. You can quickly set up a labeling system to start tracking data in just minutes.

Add some labels to your inbox by going back to Labels for Facebook Page. You might want to track questions and monitor positive or negative sentiments.

You can create inbox labels and apply them to items in your Inbox. You can also set up Inbox Assistant rules to automate the process.


inbox assistant

After you have set up a labeling system you can start tracking what your audience is talking about. It may surprise you to see the difference between positive and negative sentiments or the type of questions that your audience asks.


inbox labels report

You’ll be able to better understand your audience no matter what data you collect. This will allow you to create content that changes the mood or responds to customer questions.

Facebook mentions

Your brand’s interest is reflected in comments and private messages. What if you want other types of engagement such as mentions and shares?



Agorapulse monitors every mention and share your Facebook Page receives. This section shows engagement over a given time period. You can see it in the Brand Awareness Score section.

How to create and schedule Audience Reports with Agorapulse

You can sometimes get all of the Facebook audience data by downloading Agorapulse default reports manually. You can add value to your reports by creating custom reports and scheduling them to arrive in you inbox.

Customizing Agorapulse reports

Go to the Reports tab, then click the Create report button at the top left. This will allow you to customize the Agorapulse results. Next, choose the type report you want to create.



Select Individual Report to see a comprehensive view of your Facebook Page performance, audience data, and more. Add all audience insights, publishing suggestions, and label reports that you wish to view.

A Label Report is a report that only shows Facebook metrics for a specific publishing label. Next, add the relevant sections to the report and dive into the details of each content type.



Scheduling Agorapulse Reports

Agorapulse’s Reports tab allows you to access both default and custom reports. You can also schedule them to be generated and sent automatically if you prefer to save time.

During the creation process, you can also schedule any custom reports. You can also schedule default Facebook Page reports through your profile settings.



Click the Schedule New Report button. You can choose the timing, format and recipients. The recipients can be added to by clients, colleagues, or internal team members.

You might schedule the report to be sent to you if you plan on adding your analysis to it. After you have completed the report, you can send it to all those on your list.

In conclusion

Social media managers may not find the new Facebook Audience Insights versions as useful. However, Agorapulse’s powerful audience insights will ensure that you don’t lose Facebook’s native tools.

Agorapulse’s monitoring and reporting tools allow you to get broad-based audience data. This allows you to publish content that your followers love, so you can achieve your goals faster.

Start saving time and energy with your social media management. Get a free trial of Agorapulse, which will help you plan, track, measure, and measure your social media efforts.

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