A lead from merchant banking asked me once. Of course, they have enough cash to target almost everyone on facebook.<\/span><\/p>\n \u201cNot everyone matters\u201d was my response. Looking at how he shrugged, we realized that our pitch was doomed.<\/span><\/p>\n My timing was terrible!<\/span><\/p>\n Success was defined by how big your fan-base was. Given the small digital audience back then, filtering wouldn\u2019t allow them to reach the size as quickly as they wanted.<\/span><\/p>\n Today, everyone is chasing engagement; only to realize how costly it is to engage a fan-base that wasn\u2019t handpicked.<\/span><\/p>\n Some of you started wondering why the proven mantra of mass reach didn\u2019t work at facebook.<\/span><\/p>\n Here\u2019s your answer!<\/span><\/p>\n Even if you can put up with these menaces, your customers can\u2019t. The nasty presence of these unwanted visitors shoo away people you care about. Cutting the long story short,<\/span><\/p>\n You may have paid to drive your customers away!<\/span><\/p>\n If what you’ve read so far rings any bell and you want a way out, this article can help. We’ll start with what moves an audience…their interest.<\/span><\/p>\n He Select \u201cEveryone on Facebook\u201d, once the audience data loads, change the default location from US to Bangladesh.<\/span><\/p>\n Voila! You have the entire Bangladeshi audience at your fingertips. But you don\u2019t want everyone anymore, do you?<\/span><\/p>\n We\u2019ll now play with age and gender groups to see how their page likes differ (what interests them)<\/span><\/p>\n Leaving the age settings at default and selecting \u201cMen\u201d will give us the following scenario<\/span><\/p>\n <\/p>\n Sports Channels, teams, and news dominate! Does that mean all men regardless of age are crazy about sports?<\/span><\/p>\n Wait till you see the following<\/span><\/p>\n Now we\u2019ll split them into 3 common age groups, 18-24, 25-34, and 35-44 years.<\/span><\/p>\n See how interests change from one age group to another? Maybe this infographic will help:<\/span><\/p>\n If you have a pre-determined audience in mind, you can use this tool to research them. You can also research only the people who like your page.<\/span><\/p>\n By playing around age and gender groups, you\u2019ll learn how interests differ from one segment to another. This will help you craft killer content or marketing messages.<\/span><\/p>\n Remember the overall interest snapshot of \u201cMen\u201d in Bangladesh? Cricket, ICC, IPL, Club Football; they gobble it all!<\/span><\/p>\n And here\u2019s what the telecoms post to drive engagement.<\/span><\/p>\n On the eve of 2nd<\/sup> match between BAN vs SL, Grameenphone speaks out exactly what fans have in mind.<\/span><\/p>\n Men aged 18-24 are crazy about gaming. Everybody was young someday. See how GP made fans nostalgic:<\/span><\/p>\n But is it really getting any engagement?<\/span><\/p>\n For your eyes, I mined data from facebook\u2019s API and created a PTAT Map for GP (You don\u2019t need to be an admin to get publicly available metrics)<\/span><\/p>\n In Bangladesh alone, 1.5 million people liked, commented, or shared GP\u2019s post in past 28 days<\/span><\/p>\n Hats off to the people behind GP\u2019s Digital Marketing. Be it the employees themselves or the agency people. They studied their audience interests and used it well.<\/span><\/p>\n It would have been great to post about all telecoms, but this article isn\u2019t meant to be a comparative study. Almost all telecoms create content that resonates with audience interests.<\/span><\/p>\n This is why they top the list of largest fan pages in Bangladesh<\/span><\/p>\n Top interests of Men in Bangladesh are cricket and news. Telecoms used this insight to create relevant content to get more fans than sports and news pages.<\/span><\/p>\n Content is what educates or entertains the audience. But please don\u2019t go on posting cat meme if you\u2019re not into pet care business.<\/span><\/p>\n Some people spend all day scavenging the internet to find something to post on facebook page for the day. It doesn\u2019t help. Nor does it help to post your product ads and videos every now and then.<\/span><\/p>\n If you want your audience to engage with your content, the only way is to study what matters to people who matter to your business. Thanks to Audience Analysis Tool, it has become easier (and free).<\/span><\/p>\n I know, you stress engagement over anything else. Can anyone engage fans that don\u2019t want to engage, or aren\u2019t really active?<\/span><\/p>\n With audience insight tool, you can see how active or inactive an audience set is. This gives you a heads up in case you\u2019re targeting an audience that is tough to engage.<\/span><\/p>\n See this chart showing how active the \u201cWomen\u201d audience are in Bangladesh.<\/span><\/p>\n Now you feel the need for finding fans that are active on facebook. The good news is, if you filter audience by interests, you\u2019ll always get people who are active.<\/span><\/p>\n Who are the ones that don\u2019t have any interest? Fake profiles, voyeurs, and people who are so irregular that facebook can\u2019t figure out enough information about them.<\/span><\/p>\n Th <\/p>\n If you sell wellness products, your audience must be interested in \u201cFitness & Wellness\u201d. Instead of taking it as a whole, I recommend that you dig deeper and pick specific interests such as nutrition, dieting, exercise, etc.<\/span><\/p>\n And to do an optimum targeting, you also need to think of other interests that maybe relevant to your audience.<\/span><\/p>\n Do you think they\u2019ll listen to rock music? Do they love cycling or swimming as well? The more information you can put in here, the more refined your targeting is.<\/span><\/p>\n I do this for every audience set I create. Once I\u2019m done filtering with interests, I head out to explore the Demographics data of the audience to see which age and gender groups are dominant.<\/span><\/p>\n It helps break any premeditation that I may have about how old (or young) my audience should be.<\/span><\/p>\n You can now study how their interests vary from one age-gender group to another (What we discussed earlier in this post). This will lay a rock solid foundation for creating content that engages them.<\/span><\/p>\n Once you\u2019re done exploring, filter out the age groups you don\u2019t want by defining an age range (on the left pane, above interests).<\/span><\/p>\n An audience can be further refined by tweaking the advanced tab in the left pane. You can select behaviors such as \u201cphoto uploaders\u201d, relationship statuses, or education.<\/span><\/p>\n If you repeated the steps shown above, you\u2019ll end up getting an audience segment which is 5 to 10 times more active and receptive than the overall audience in Bangladesh. Here are some example sets that you can play with<\/span><\/p>\nWhy marketers who target everyone on facebook hate themselves later<\/span><\/h2>\n
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Data Analysis: How audience interests differ by demography<\/span><\/h1>\n
![\"\"](\"https:\/\/bbf.digital\/new\/wp-content\/uploads\/2017\/04\/audiencemenu.png\")
<\/a>ad over to your facebook ad account (create one if you haven\u2019t already), and click audience insight from the menu (top left).<\/span><\/p>\n<\/a><\/span><\/p>\n<\/a><\/span><\/p>\n<\/a><\/span><\/p>\n<\/a><\/span><\/p>\n<\/a><\/span><\/p>\nKey takeaway from Audience Interest<\/span><\/h2>\n
Study: How Telecoms Create Content That Works<\/span><\/h1>\n
<\/a><\/span><\/p>\n<\/a><\/span><\/p>\n<\/a><\/span><\/p>\n<\/a><\/span><\/p>\nKey takeaway from Finding Content Topics That Work<\/span><\/h2>\n
Targeting: How to get fans who don\u2019t play dead all the time!<\/span><\/h1>\n
<\/a><\/span><\/p>\nStep 1: Define interests that represent your audience<\/span><\/h2>\n
<\/a>is one\u2019s easy, provided you have a well-documented Buyer Persona. Just take the interest list from your buyer persona and put that in facebook audience filters (left pane as depicted).<\/span><\/p>\nStep 2: Play with age and gender settings<\/span><\/h2>\n
<\/a><\/span><\/p>\nStep 3: Advanced Settings (skip if you\u2019re not sure)<\/span><\/h2>\n
Example showing how active a refined audience is<\/span><\/h2>\n