Earlier this year, Facebook unveiled a very cool targeting tool. Any decent marketer knows that Facebook’s paid targeting options are unmatched by its rivals, but finally Zuckerberg’s behemoth is rolling-out its organic targeting tool worldwide.
Say hello to Facebook Audience Optimisation.
Facebook defines Audience Optimisation as: “an organic targeting tool to help publishers reach and engage their audience on Facebook and better understand the interests of people clicking on their posts.”
Facebook’s new tool will enable marketers and Page admins to target peoples’ specific interests and – theoretically – this means the users targeted are more likely to engage with the post and therefore the Page.
Also, by monitoring Audience insights – and if all of the features are used effectively – the tool could help you to improve the relevancy of the posts you create.
Therefore, through the data you collect, you should be able to gain valuable insights about the people who engage with your content – just as you do with a Boosted post.
In the world of digital communications, who doesn’t want a free organic tool that helps you to deliver high value content to an audience who are more likely to engage with it?
(It’s a rhetorical question, dummy.)
How It Works
Audience Optimisation is comprised of three separate features and these all work together to enable you to deliver content to an audience who are more likely to engage with it.
The three features are: Preferred audience, Audience restrictions, and lastly, Audience insights.
When using Preferred audience, you are asked to add tags that best describe the interests of the audience that you think is most likely to value your post. Those familiar with Facebook’s paid options will be instantly familiar with how it works, because it’s exactly the same.
Facebook uses these tags to prioritise Page posts in the News Feed for each user, thus enabling Facebook to determine that the right posts are shown to the most relevant people.
Audience restrictions isn’t actually a new feature but it’s one that now acts as a companion element to Preferred audience. This feature limits the visibility of a post, with you defining who should be seeing it.
You have the standard demographic options: age, gender, locations, and languages.
Unsurprisingly, with Insights in its name, Audience insights help you to understand how your audience is responding to a post – showing you exactly how each interest selected, contributed to your post’s Reach, Clicks, Shares and Reactions.
If your Page has more than 5,000 Likes, the Audience Optimisation tool should automatically be turned on. If you don’t have that many Likes or for some reason it’s not, please follow these simple steps:
- Go to your Page
- Click ‘Settings’ in the top right hand corner
- Click ‘General’ in the tab column on the left hand side of the page
- Find the row labeled ‘Audience Optimization for Posts’ in the middle of the page and click ‘Edit’
- Check the box that allows you to begin using the feature
Creating Your First Audience Optimised Post
Once you’ve enabled Audience Optimisation, you need to create your first optimised post. To do so, just follow these simple steps…
Go to your page and create your post. Now, before hitting schedule, click the ‘Target’ icon.
In the next window, you’ll be offered the chance to input interests relevant to your post. Once you’ve entered your desired interests, click ‘Save’.
Next you need to input who you want the post to target. Click ‘Audience restrictions’ and select the details of those that you want to see your post. Once finished, hit ‘Save’ and then close the window by clicking the X in the top right hand corner.
You will then be presented with your post and here you can review the interests and demographics that you’ve selected before scheduling it.
And that’s it! It’s that simple. Now all you have to do is start utilising this tool today and start compiling that organic audience data.