Facebook Insights is Facebook’s analytics platform for their Facebook Pages. Using Facebook Insights, you can figure out exactly who your audience is, who your potential audience is, how people engage with your content and what kind of content people tend to like.
This data can then be used to help improve the overall performance of your page and to get people to like and share what you put out there even more.
Here’s how to use Facebook Insights.
Step 1: Access Facebook Insights
To access Facebook Insights, open up your page. The link to access Facebook Insights is on the left.
Step 2: Understanding the Main Statistics
They four most important metrics you have at your fingertips are your total likes, friends of fans, people talking about this and weekly total reach.
Your total likes tells you how many people have liked your page.
Your friends of fans tells you how many people you have the potential to reach. Each of your fans can share your content; and if all of them do, this is the maximum amount of people you’ll be exposed to.
The people talking about this tells you how many people can created posts based on your content.
Finally, weekly total reach tells you how many people your page was exposed to in the last week. That includes friends who saw a share or a like on your page.
Step 3: How Influential Are Your Posts?
How much does each of your posts influence the number of people you reach? This graph will show you the relationship between the number of posts you make and your weekly reach.
Generally you’ll find that the more often you post, the more people will talk about your content.
Step 4: Per Post Data
How did each of your posts influence your users? Do specific posts have a stronger impact? The data in your per post data can give you all kinds of valuable information.
The reach number tells you how many people saw your post.
The engaged users number tells you how many people clicked on your post.
The talking about this number tells you how many people shared, likes or commented on your post and had the post appear on their feed as a result.
The virality number is the percentage of people who responded to your message, out of everyone who saw it. The higher this number, the more your message resonates with your audience.
You can narrow down your posts by post type, so you can see exactly which types of posts generate the highest levels of response or engagement.
Step 5: Demographics and Sources of Likes
Who likes your content? Are they male or female? How old are they? What country are they from? Facebook Insights can give you all that data and more.
Click on “Likes” in the Facebook Insights submenu on the left.
First, you’ll be presented with the demographics of people who liked your content.
This gives you the breakdown by gender, age, location and language. Furthermore, you can also get data about where your likes came from. Were they from your page? Were they from recommendations? Did they come from something else?
Step 6: Reach Data
Facebook Insights can also give you all kinds of data about how people reached your page. Did they reach you through paid means? Or did they reach you through a friend?
To access this data, click on “Reach” in the Facebook Insights submenu.
Much like with “likes,” you’ll be presented with a screenfull of data that breaks down your reach by demographics: Age, gender, location and language.
In addition, you’ll also have a graph that shows you how users reached your page in the first place.
Organic is essentially anyone who didn’t see your page via a paid means. They could be existing fans of your page who saw your content in their feed, it could be a non-fan who saw your content from a friend’s share, it could even be search engine traffic.
Paid tells you how many people saw your page via sponsored links.
Viral tells you how many people saw your content via their friends. If they got to your page from a friend’s like, share or comment, you’ll see it here.
Step 7: “Talking About This” Data
How many people are talking about your page? Who’s talking about you? To learn more, click the “Talking About This” link in the submenu on the left.
Once again, you’ll be presented with the demographics data of the people who’re talking about you.
In addition, you’ll also get to see a graph of how many people are talking about you and the overall virality of your page.
Improving your page’s performance is all about figuring out exactly what kind of content your users like, then giving them more of that. If you find that certain kinds of posts you make consistently generate more likes and shares than other kinds of posts, focus all your attention on creating just those kinds of posts.
Analyze your demographics data and figure out who you should be talking to. Even if your whole market is huge and spans a wide demographic range, the reality is often time’s the people who respond to your message will be from a small subset of that demographic. Figure out what that subset is and talk to them specifically.
Facebook Insights can be a tremendously powerful tool for figuring out who your audience is, what they want and what they respond to. It can be your compass as you navigate your Facebook Page to success.