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Facebook Audience Insights 2024: Complete guide to the new version

HT Vũ Ngọc 23 Jan, 2025 Facebook Marketing

The Facebook Audience Insights tool ensures that your outreach and social engagement strategy is targeted at the right audience. It is a powerful marketing analytics tool that looks at reach, engagement levels, location, demographics, page likes, and more of your target audience. Facebook Audience Insights provides a wealth of useful data to help you better target your Facebook ads.

I. What is Facebook Audience Insights?

What is Facebook Insights or Audience Insights?
Facebook Audience Insights is a tool provided by Facebook that allows you to access a range of information about people on Facebook who like a Fanpage. This data is provided by Facebook to advertisers, helping you create better ads that are more aligned with your target audience.
With the Audience Insights tool, you can narrow down data based on demographics, location, interests, etc., to learn about the behavior and habits of Facebook users.

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II. The Importance of Facebook Audience Insights

Facebook Audience Insights provides the data you need to better understand your target customers, including everything from age, gender, location, and interests. You can also learn what they think about your brand and the type of content that attracts them the most.
Knowing how to use Facebook Audience Insights brings significant advantages to advertisers:

1. Build better buyer personas

Facebook Audience Insights helps you refine your “buyer personas” with specific demographic details about your audience.

2. Reach a specific audience

The ability to reach a highly specific audience is one of the key advantages of Facebook Audience Insights, allowing you to create and capture “Custom Audiences” based on gender, location, age, education, relationship status, and more.

3. Identify content that attracts your target audience

Facebook Audience Insights can help you identify recent trends and topics that your target audience is interested in. This information is crucial in developing your content strategy.

4. Learn more about users who have interacted with your page

The Facebook Audience Insights tool provides data on people who visit your page, interact with your content, broken down by age, city, gender, country, and device.

5. Create engaging ads for your target audience

The data collected by Facebook Audience Insights helps you build successful and targeted ad campaigns for your business. You’ll be able to refine your ideal buyer persona with the detailed insights the tool provides, allowing you to target groups interested in your products or services.

III. How to Access Audience Insights on Facebook

Facebook used to store its Audience Insights tool in the Ads Manager (Facebook.com/Audience Insights). There, social media managers could gather data about people connected to their fanpage or research audiences on Facebook.
This tool allows you to build audiences for advertising and receive detailed information about users’ interests and behaviors. You can then test your audience in ad campaigns and make continuous adjustments based on research and results.
However, Facebook closed Audience Insights on July 1, 2021, to encourage social media managers to transition to new native tools in Facebook Business Suite and Business Manager.
How to Access the New Version of Facebook Audience Insights
Currently, you can access the new Facebook Audience Insights from Business Manager or Business Suite.

Hiện nay, bạn có thể truy cập FB Audience Insights mới từ Business Manager hoặc Business Suite.

IV. Overview of Data in Facebook Audience Insights

When accessing the new Facebook Audience Insights, you can view the following data:

  • The “Overview” section provides statistics on your target audience. This shows how many people have liked your Facebook page, broken down by gender and age.
  • On the “Results” page, you can see how the reach of your page has changed over time.
  • The “Content” section provides in-depth statistics for all your posts (likes, comments, and shares).
  • In the “Audience” section, you can view a report of your target audience. This report contains detailed information about the demographics of your target audience, such as age, gender, top cities, and top countries. This data can be used to create a target audience persona on the social platforms of your choice.

For those who are self-learning Facebook ads, understanding customer target data is essential. Only by reaching the right target audience can businesses save costs and increase the effectiveness of their ads.

You can also study your ideal customers and build target audiences directly in Ads Manager. Detailed audience information allows you to target based on demographic data and interests, using the ‘Top Pages’ filter in the tool to learn about your customers’ likes.

Leverage ‘Potential Audiences’ in Facebook Insights
First, click on the ‘Potential Audiences’ tab at the top. From there, you’ll see an overview with default filters on the right sidebar of Audience Insights, helping you narrow down your audience to explore data about more specific groups.

V. Features Lost Compared to the Old Facebook Page Insights

1. Page Likes Index is unavailable in the new interface

The old version allowed advertisers to assess the likelihood that their target audience liked a specific page compared to the general platform audience. This feature is no longer available.
In the current version, the ‘Top Pages’ for multiple segments often contain the same core group of pages. These are typically popular pages with a very large audience on Facebook. Due to their massive following, these popular pages are more likely to appear as a common point across different audience segments, such as YAN TV, Theanh28 Entertainment, etc.

2. previously available audiences no longer appear in the filters

The old version provided detailed comparison views, such as relationship status, education level, and platform activity. These features are no longer available.

VI. Main Limitations of the New Audience Insights

1. The ‘Region’ filter seems to be unavailable

You can still select ‘Region’ when creating an audience in ‘Saved Audiences.’
However, you can no longer easily analyze regional data without the ability to input a region in the location filter. For example, you can’t enter ‘South America’ to quickly view an analysis for all the countries in the continent.

A significant drawback of this change is that you can no longer input ‘Worldwide’ as a region of interest. Previously, using ‘Worldwide’ as a location filter could illustrate the overall audience across the entire Facebook and Instagram platforms. That being said, you can still enter multiple countries individually.

You can still perform comparative analysis by inputting a large number of location filters, but you must enter each filter individually since there is no option to apply bulk filters.

2. It doesn’t always save new audiences the way you might want

During testing, you may notice that any audience saved in the Audience Insights tool is saved to your personal ad account.

3. You may have overlapping audiences on Facebook and Instagram.

This entirely depends on whether the individual user has connected their Facebook and Instagram accounts. This issue is not entirely a limitation of the Audience Insights tool, but rather a result of how Facebook/Meta handles the estimated audience size overall.

VII. 5 Ways to Leverage Facebook Page Insights

1. Test and experiment

Use Facebook Insights from previous content and ads to run test campaigns organically. You can also run small ad campaigns to test your predictions before moving on to more expensive campaigns.
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2. Practice detailed audience segmentation

Use Facebook Audience Insights to identify subgroups within your target audience. Detailed audience segmentation will help you get more out of your ad spending, as you can adjust campaigns and directly engage with specific audience segments.

3. Adjust and modify the audience based on performance

If your ad campaigns are not performing well, consider reviewing your audience and making adjustments if needed. This is one of the benefits of Facebook Audience Insights.

4. Learn what works

The more content you post, the better you’ll understand what works and what doesn’t for your target audience. Take note of what’s effective and use that data to drive future campaigns.

5. Create new buyer personas to support marketing

Audience insights on Facebook help you learn more about your target audience. You can use this data to create new “buyer personas” for your marketing strategy beyond Facebook.
You need to track changes and trends in how your audience interacts with posts and ads on Facebook. As your audience and their behavior continue to evolve, so should your marketing strategies. Therefore, businesses should continually use Facebook Audience Insights to target ads and as an analysis tool to adjust their ‘Target Audience’.
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