Facebook 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). Using Audience Insights, you can get aggregate and anonymous information such as:

1. Demographics: Age and gender, lifestyle, education, relationship status, job role and household size
2. 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
3. Facebook usage: How frequently are people in your target audience logging onto Facebook and what device(s) they are using when they log on
4. Purchases activity: Past purchase behavior (i.e. heavy buyers of women's apparel) and purchase methods (i.e., in-store, online)

And you can view this information for three different groups of people:

1. People on Facebook (the general Facebook audience)
2. People connected to your Page or event
3. People in Custom Audiences you've already created (an audience made up of your current customers)

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).

• credits

• Arvi Raquel-Santos // UI Design
• Andrew Lyons // UX Design
• Mike Pinkowish, Sebastian Markbåge, Oksana Timonin, Aeron Gelmann, & Alex Wallace // UIE
• Jonathan Shottan // Product Manager
• Work completed at Facebook