You’ve probably heard about Facebook’s move to improve the privacy of its users.
Among many other things, Mark Zuckerberg’s planning on encrypting the messaging used on Facebook and WhatsApp so nobody – even the government – can read the messages!
Anyway, with that said, Facebook still has a powerful secret use. And it’s not advertising.
It’s actually audience data.
Even after Facebook’s moves to improve privacy, you can still get access to raw data about your audience that’s otherwise incredibly difficult to come by.
Here’s what you can find, and how you can find it:
1. Audience Insights
This tool really took a blow as Facebook has opted to improve privacy. However, you can still get some nice data based on those who have liked your page.
By the way, looking at this data proves why you don’t want to pay for likes. Because, the data’s highly corrupt if you have gained likes in an illegitimate way (quite common on Facebook).
Here, you can learn demographic data about your audience like age, gender, relationship status, education level, and more.
2. Research Your Facebook Competition
Facebook is a phenomenal place for up-and-coming companies to get their start. They may not even advertise anywhere on Google at all, instead opting completely for Facebook.
Anyway, under Audience Insights, you can find out who those competitors are.
Then you can visit their pages, look at their ads and offers, and strategize what you can do to top them.
You can even add these competitors as an interest when you create your ad set (if they have enough followers on their page) and work to swipe their followers away to your own Facebook page.
3. Facebook Analytics
Now, this is where the real power in researching your audience truly lies. First, you have to set up your Event Source Group so you can see this data. That’s another process, and here’s a guide for it.
Under the “Funnels” section in Facebook Analytics, you can then tie strings of actions together to see how user segments behave on your Facebook page.
For example, if someone likes your page, how long does it take before they visit again?
Then, you can decide what to do with those users. Do you want to target them with an ad to get them back sooner, or are you content letting them return on their own time?
Or maybe they just leave entirely, never to return. So, what advertising can you use to win them back and keep them interested and engaged?
These are just small examples of ways you can use Facebook to learn more about your audience and how they behave.
But clearly, it shows Facebook is a highly powerful platform for researching your audience and growing your business.