Facebook: Leading Audience Insights Tools Every Marketer Should Know

When creating a specific audience when you’re creating your content for Facebook, that doesn’t mean that the same audience that you created will interact with your page the most. It could be that your target audience simply doesn’t find your posts to be compelling content.

In order to determine if this is true you need to study your audience. Without taking the time to analyze your audience insights, you’ll be blissfully unaware that middle-aged men instead of female millennials are keeping up with your page or vice versa. In the meantime, you could be attributing your low sales to issues like a looming recession out of your control when it could be as easy as coming up with different Facebook post ideas or simply changing your cover photo.

For instance, if you don’t want to use Meta Business Suite Insights for this exercise, you can do it with other alternatives, for example with the original tool of Facebook. Additionally, as you’ll see some of these tools can also be used for conducting a Facebook competitor analysis or paid ads. Facebook audience insights tools and Facebook analytics tools aren’t entirely the same. With a Facebook audience insights tool, you can get a better understanding of the users linked to your page. On the other hand, Facebook analytics tools can give you more information about the performance of paid ads and other metrics. Both are valuable and often intermingled making it difficult to track the one without the other.

Below we will have a look at the top 3 Facebook Audience Insights Tools:

Brandwatch

The first tool is Brandwatch. Brandwatch Consumer Intelligence is offering a consumer research tool. Brandwatch tool gives you access to detailed consumer insights from countless online sources. With it, you can monitor your Facebook page and keep tabs on what delivers results for you by accessing data on your followers, reach, and likes. Also, with the help of rules, tags, and categories, you can segment your data further and apply automation.

Further, the tool also offers a social media management solution. Basically, is a measure product that makes social media analytics more accessible. With the help of this useful product, you can monitor and display all your Facebook metrics in a customizable dashboard that you can build with one of Brandwatch’s user-friendly templates. There are over 100 post-level and channel-level metrics available.

The Data that is supported for Facebook includes:

• Fans overview
• Video Overview
• Paid performance
• Distribution overview
• Engagement overview

And few other key features include:

• A unified calendar where you can manage all your content
• Influencer discovery
• A unified inbox for all your interaction
• Automated ad campaigns
• Audience personal profile cards

Synthesio

The second tool is Synthesio. Synthesio offers a social intelligence suite that can be used for several key tasks like competitor analysis, customer sentiment, and audience analysis. Its main purpose is to help specifically with audience analysis, by checking out Profiler, its very own audience analysis solution. What makes Synthesio unique, is that it is a powerful tool that can be used to keep interests and behavioral data in mind too, of potential customers. In this way, the tool helps you to create more meaningful content. It can also help you understand which verbal messages and visuals they’ll respond to better and which online media channels appeal to which audience segments more.

For instance, when a global energy drink company approached Synthesio for help understanding their target audience better, they could leverage millions of Facebook data points. This way, they could uncover unique, over-represented similarities to identify new content ideas.

Hootsuite

The third tool is of course Hootsuite, which has been the best friend of every marketer. Hootsuite is one of the leading social media tools for agencies and includes advanced Facebook analytics that includes a lot of features in its list. Hootsuite Analytics can help you track data across all social media platforms including Facebook, Instagram, Twitter, TikTok, LinkedIn, YouTube, and Pinterest.

Hootsuite Facebook analytics can offer you a view of hundreds of page-level and post-level metrics. Additionally, it can help you to determine the optimal time to post on Facebook using the unique traits of your followers and the goals of your brand.

A few of the analytics that you can access with Hootsuite include:

• The number of times Facebook users visited your page
• The number of new users who liked your page
• Follower growth rate
• A breakdown of the gender and age groups of your audience
• Top countries and cities
• Post-reach and engagement
• Facebook Stories with the highest reach and post replies
• Facebook Ads Analytics
• Facebook video analytics

What makes Hootsuite an incredible tool to use is that you can compare your data across different social media platforms thanks to its massive list of integrations. This makes it ideal if you’re implementing an omnichannel approach. For a more formal comparison, you can also create and export custom reports.

Also, another amazing feature included in Hootsuite is its Facebook Group analytics. If you have a group with at least 50 members, you’ll be able to track the growth of your community and see who the top contributors are. With the tool provided by Hootsuite, you’ll be able to identify potential influencers on your own and reach out to them directly to discuss possible future collaborations.

If you are looking to create connections with the ideal customers, you need to know who they are and what makes them tick. Whatever content you decide to share should resonate with them. For instance, what you share needs to be insightful to those that interact with your page the most. In order to do that, you need the audience insights to know who these Facebook users are.

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