With over 2 billion active users, Facebook is one of the most popular social media platforms for both personal and business. Many customers are turning to Facebook pages to see what your business is about, look at reviews, and use Facebook Messenger for customer service. Facebook Insights is also a great (free!) resource for your business’ marketing.
As long as you have a Facebook Business page for your business, you will have access to the analytics and insights that Facebook offers. At the top of your business page you will see a tab called “Insights”. This is where you can find lots of helpful information about your content and audience. Our team looks closely at post engagement, which you can access from the Summary Page, the People tab for demographics, and the Posts tab to see When Your Fans Are Online. These are important metrics for us to track to make sure our clients’ content is reaching the right audience.
How to use Facebook Insights
- Find your target audience. Facebook demographics information is very useful for figuring out who your target audience is (and isn’t).
- Compare against competitors. On the main Insights page at the bottom is a section called “Pages to Watch.” This is where you can add competitors or other pages you want to track your business against. Facebook will show you general information about number of followers, number of posts, and engagement.
- View reach and engagement to see what types of posts perform best. While having a high reach is important, engagement is really what makes a difference on social media platforms like Facebook. If people are liking, commenting, and clicking through to see more, then Facebook will show that post to more people. Track what types of post get the highest engagement. This can change over time, so make sure to keep checking this metric in Facebook Insights.
- Find out when your audience is online. It doesn’t matter how good your content is if no one sees it! Luckily, in Facebook Insights you can see the peak times your audience is online. This will likely change month to month, so adjust your social media calendar accordingly.
While it’s important to track these metrics, make sure that you are interpreting and make strategic marketing adjustments based off them. For instance, if you see that short video clips perform better than other types of content, include more short video clips. Using the information from Facebook Insights to determine what kind of content to create and when to post it will help grow your social media presence and, in turn, your business.
This April is all about analytics! Check out our first post in the series here and schedule a call with us if you’d like to discuss your business marketing strategy.