What are Audience Insights on Facebook?

Audience Insights is one of the most powerful analytical tools on Facebook.

This tool was created to enable advertisers to target their ads more effectively. This data can help you improve your overall Facebook marketing strategy ,more compelling content, and more insightful competitive research.

To access this tool, simply head to your Facebook Ads manager and click on ‘Audience Insights’ in the left-hand menu.

Step 1: Choose your audience.

Once in Audience Insights, select the audience you want to analyze:

Everyone on Facebook – all Facebook users

People connected to your page – your page’s fans

A Custom Audience – people in your email list or website visitors audience.

Step 2: Select your audience parameters


Next, use the sidebar to segment your audience by age, gender, interests, people connected to your Page, and more advanced data such as behaviour, language, education, work, etc.

For the interests, we suggest to avoid generic interests like sports, nature, travelling, and choose specific ones right from the beginning:

After making any changes to the audience, you will immediately notice how the number of monthly active people changes and the age and gender chart updates too.


Step 3: Analyze your data.

Now that we have created our audience of people you can begin to explore the data and understand more about this group of people.

The demographics tab includes information on age, gender, relationship status, education and job title.

The Page Likes tab is split into two sections.

The first section details the top categories of Pages that the selected audience likes along with the top Pages within those categories.



The second section outlines the specific Pages that this audience is more likely to Like than the average Facebook user.

Relevance: The Pages that are the most likely to be relevant to your audience based on affinity, Page size and the number of people in your audience who already like that Page.

Affinity: How likely your audience is to like a given page compared to everyone on Facebook.It means that if you see a very high affinity score, it will be extremely likely that the audience you selected is also liking those pages.

After capturing all of this data and using it to understand your audience, you can save this to refer back to, or use to better target your Facebook ad campaigns.

Simply click on ‘Save’ at the top of the Page and you will be given the option to name your audience.