Learning from your FB insights
Posted by Ellen Massey on 18 Jan 2022
In our previous blog post “Common Digital Marketing Mistakes”, we highlighted five of the most common mistakes you can make when managing your digital marketing. One of these mistakes was ignoring your insights. But how do we actually access and analyse our insights and data? And what do we look for once we have them?
There are two primary ways to review your audience data. The first way is directly through your Facebook home page and the other is through your business manager. Please note: You will need to be an admin of the Facebook page/business manager.
Search and open your home page in your browser. On the lefthand side of your page, there will be a list of tools you can select. Towards the bottom, you will see ‘insights’. Click on the insights tab. You should expect to see a range of graphs and tables displaying your most engaging posts and stories.
Top tip: All insights are displayed in PST (Pacific Standard Time) where the Facebook headquarters are based so it may be handy to have a time converter open to check when those key posting and engagement times are in your region.
Things to take note of when looking at your insights:
1. Who is your demographic?
Knowing the age, location, gender, and interests of your current audience is essential to making sure you are tailoring your content to appeal to your consumers. For example, if your audience has a large percentage of middle-aged women, you may be more inclined to create content aimed at mothers or families. Alternatively, if you’re audience is not your business's desired target market you can look at changing your content to attract the correct one.
2. What are their online behaviours?
One of the most important elements of posting is timing. Your consumer isn’t constantly online, so you want to make sure that your post is getting published when they’re active. Checking which posts are getting more engagement and what time and day they were posted is essential for guiding your future scheduling.
3. Where is your target market?
Where is your audience from? Knowing where your audience is from geographically is important to how you plan and phrase your content. For example, if you have a primarily domestic market that is intrastate you may be more inclined to share smaller hidden local gems rather than big-ticket items that might draw interstate consumers.
Analysing your insights will give you a better understanding of what your customers want, help you to provide more tailored content to appeal to your target market, and maximise your marketing efforts as you’ll be able to track how your content is performing.
If you would like to have the MOM team look at your insights for you, please don’t hesitate to contact us.