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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:
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)
And you can view this information for three different groups of people:
People on Facebook (the general Facebook audience)
People connected to your Page or event
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).
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 Acxiom — 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.
Audience Insights will begin rolling out today within Ads Manager for all US marketers. Global access will follow in the coming months. To get started, head to facebook.com/ads/audience_insights.