How to use the Facebook Audience Insights tool for research

Facebook has a huge database of user info. The Facebook Audience Insights tool is a great opportunity for you tap into it and do your market research and create a buyer persona for your business.

How to use the Facebook Audience Insights tool for research

The information coming out of the Facebook Audience Insights tool

After choosing your filters, the Facebook Audience Insights tool will consider only the users who are corresponding to all of the filters you have applied. Bear in mind that if the number of prospects resulting from your filtering is too low, information will be withheld for privacy reasons.

Facebook Audience Insights tool age and gender
The first type of information we get access to is demographics – age and gender.

Having demographic information about your target market can help you a lot with creating your buyer personas and tone of voice.


The Job Title graph will show you what the people in your filtered audience do for a living, as a step to help you get your buyer persona, and to understand what their issues could be, with which your product or service could help.

Facebook Audience Insights tool job title
The Job Title graph gives you a general look upon what your filtered audience does for a living.

As well as the Educational Level, Relationship Status, Lifestyle, all of which will give you a deeper understanding of what your target audience is like, so you can comprehend better what your communication strategy should be.

What are they like?

Since people tend to click like on several pages, not only on yours, you might be interested on what other pages they’re following. That could prove useful if you need to understand what type of communication they like to receive.

Facebook Audience Insights tool Top Categories
The Top Categories will show you what else your filtered audience likes, so that you can try and understand what kind of communication resonates with them.

Building upon all this information, you can create a base to start from when creating a buyer persona and a target audience for your Facebook Advertisements.

Just remember that as Google isn’t the internet, Facebook isn’t the World, so take all this information with a grain of salt, since Facebook will give us the information it wants to give us.

Plus, how many false accounts have you encountered during your Facebook experience?

How to use the Facebook Audience Insights tool for research
Facebook has a huge database of user info. The Facebook Audience Insights tool is a great opportunity for you tap into it and do your market research and create a buyer persona for your business.

Author: Shay Stibelman

Digital marketing consultant in Milan, Italy. Born in Israel, raised in Germany by Russian parents.

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