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What You Need to Know About Facebook’s Audience OptimizationLuke
Are you getting a good reach with your Facebook Page but not much engagement?
Facebook’s new Audience Optimization feature is an easy tool to use and may help you see an increase in the numbers of shares, likes and comments on your posts. Audience Optimization is an organic targeting tool that helps you to engage and better understand your Facebook Page audience.
We’ve got everything you need to know about this new feature, from setting it up on your Page to effectively using it to boost engagement. First, let’s explain why this feature is important to your Facebook Page marketing.
Why Should You use Facebook’s Audience Optimization?
Whether your Facebook page is for a niche hobby or a small business, you want to put your content in front of the people who are interested in your industry. Too often we get caught up in how many users our posts reach, but what does that number matter if the users who see your content aren’t interested? They aren’t clicking your links or commenting because they’re not your right audience.
Audience Optimization better matches your content with the right audiences, which is helpful to improve your engagement rate. The features give your Page more priority among those likely to be interested, along with the ability to gain more information about your audience. In testing for Audience Optimization, Facebook saw that organic reach stayed about the same while engagement rates went up.
The features of this tool ensure that you’re delivering the right content to the right audience, potentially leading to better engagement. As we know, engagement is where the conversions happen.
How does Audience Optimization work to increase your likes, comments and shares? Let’s take a look.
Three Features That Help Boost Engagement
Audience Optimization has three key features – Preferred Audience, Audience Restrictions and Audience Insights, all of which help you target and understand your niche audience.
The Preferred Audience feature allows you to add interest tags to target Facebook-specific data sets. This replaces the old Interest Targeting feature, which limited others outside of those interest tags from seeing your posts. Preferred Audience does not limit visibility to users outside of your interests. Instead, it prioritizes your Page posts in the News Feeds for readers based on what likely engages them.
Facebook’s algorithm takes into account how interested the user seems to be in the topic and how likely they are to engage. People categorized within those interest tags are more likely to see your posts. Rather than limiting your reach, this feature helps improve visibility to the right audience for your Page.
You still have the ability to limit visibility by using the Audience Restrictions feature. If you choose to use this part of the tool, only people in the audiences you choose will see the post anywhere on Facebook.
Be careful! If you restrict audiences of certain locations, that can cause issues with tools you use to manage your Facebook Page, like FPTraffic.
Using interest tags in the Preferred Audience feature allows you to see how your audience is responding. The Audience Insights feature will show you how each interest tag you set contributes to a post’s reach by showing how many clicks, shares and likes came from each category you chose. These insights are helpful for understanding how different subsets of your audience respond to your content. You can watch how particular tags perform over time and better customize your content for your audience.
How to Set Up Audience Optimization on Your Facebook Page
If your Facebook Page has over 5,000 Likes, the Audience Optimization feature turns on automatically. Otherwise, you need to turn the feature on in your Page Settings. Also, know that currently, Audience Optimization is only available for English language Pages.
To turn on the Audience Optimization tool, complete the following steps:
- In the top right corner of your Facebook Page, click Settings.
- In the left tab column, click General.
- In the middle of the page, locate the row labeled “Audience Optimization for Posts.” Click Edit.
- Check the box allowing you to enable the feature. Click Save Changes.
Now when you make a post update on your Page, you’ll see an icon at the bottom for the Audience Optimization tool. Click the icon, and you’ll see the two tabs for Preferred Audience and Audience Restrictions. You can then set your interest tags and choose whether to use the Audience Restrictions feature. Currently, you can only set your interest tags using a desktop browser.
After you’ve published your post, you’ll see a settings wheel icon next to the time of publication, where you’d normally see the globe icon. Hover over the wheel icon to see the Audience Optimization settings you configured.
Now it’s time to see which interest tags are working for you.
How to Use the Audience Insights Feature
You can then use the Audience Insights feature to see which subsets are most engaged in your content. From your top menu, click Insights. Your post will have a special icon under the Target column, indicating that you selected a Preferred Audience for that post.
Click the post, and you will see a tab for Preferred Audience.
Note: You won’t be able to see your stats until your post has reached 100 people. When you do reach 100 users, your stats will appear for each interest tag you selected. You won’t be able to see stats for shares and likes until you reach 100 of those as well. After you hit those milestones, you can gain insights into your most engaged audience.
Give Audience Optimization a Try
Our take on Facebook’s new feature…why not try it? This new tool gives you a way to reach your target audience and potentially see more engagement from them. It’s easy to use and can’t hurt to try. Test it out and see how prioritizing posts for users with specific interest tags works to boost your Page engagement.
Have you used Audience Optimization for your Facebook Page? What kind of results have you seen? Leave us a comment below!