On the heels of the new Audience Network, Facebook has now launched Audience Insights which will allow marketers to glean more information about their consumer base. With the barrage of information that current and potential customers are receiving on a daily basis, the tool is designed to help marketers determine how they can craft the right messages. Not everyone is created equally nor would all customers want to respond to the same thing. So, as its name suggests, the tool will give insights into specific audiences: current target consumers (which is configured in Custom Audiences), regular Facebook users, and those who are connected to a specific Page or Facebook event.
So what specifics can companies get about these different personas? The list is extensive including age, gender, lifestyle, relationship status, job, page likes, where they live, what language they speak in and how they use Facebook and how often (including devices). And although that seems a bit invasive, Facebook ensures that the tool provides all its information in an anonymous manner, simply surfacing aggregated data.
You may be wondering how this is different from the tools they already offer. According to Facebook:
Audience Insights is different from Page Insights because it looks at trends about your current or potential customers across Facebook, whereas Page Insights looks at the interactions with your Page (i.e., likes, comments and shares).
To learn more about this tool head over to Facebook's page https://www.facebook.com/business/news/audience-insights
