If you have a brand, chances are pretty good that you have a Facebook page where you post things you want your fans to like, comment on, and share. But when was the last time (if ever) that you looked at your Page Insights? If you haven't recently, or at all, you're missing out on a wealth of information that impacts not only how much reach you have, but also how well your ads will do.
There are two areas that I find to be most valuable on the Insights tab of my Facebook page: Posts and People.
Posts: Who likes you on what day and what time?
This tab tells me what day and time my fans are online (total count) and what types of posts my fans like to see the most (based on their interactions with the posts, liking or commenting or sharing). What does this mean for you?
- Post on the days and times when your fans are on Facebook. You will get the most reach that way.
- Center most of your posts around what your fans like best. That will guarantee your posts are getting the most love.
In my case, Tuesdays, Thursdays, and Saturdays are my best days to post, and unsurprisingly, my fans love pictures best.
People: Who loves you, by gender, age, and city/country.
Want to know what gender and age bracket as well as country your fans come from? The People tab is where you'll get all of that info.
Putting it all together
What does all of this mean for you? It means when you go to create a Facebook ad, you want to target your fans.
- Target by gender if one versus the other likes you overwhelmingly more.
- Target by age range.
- Target by country.
- Then, choose to run ads on the days your fans and new fans are likely to see those ads.
- Also, integrate the elements that your fans look for most, like multiple pictures in my case.
Sure, sometimes you want to branch out, attract new fans outside of the current range for your page, but you want to limit how many ads you run that do this.
You're paying for every click someone makes on your ad. If you send it out to the wrong people, you're going to have a very low conversion rate, and your ad will be a failure.