Did you know Facebook has more than 2.8 billion monthly active users? That’s a whole lot of people! If your business isn’t taking advantage of Facebook’s marketing tool, Facebook Page Insights, you could be missing out!
Out of the 90 million small businesses that use Facebook, only around 8 million utilize paid advertising on the platform. What does that mean? Getting your organic posts to pop up on someone’s news feed can be difficult.
A majority of businesses on Facebook continue to focus their time utilizing free, or organic, efforts (posts, shared content, and events). There is no doubt organic traffic is valuable to a brand’s overall strategy. However, it can take time to get things going and gain traction. According to Ad Age, Facebook has stated you should assume a day will come when the organic reach (to your page fans in their news feed) is zero. As of 2018, Facebook page engagement had dropped 50%. Don’t worry, because there are steps you can take to increase the likelihood of being seen:
Facebook Insights lets you see behind the scenes of your marketing efforts. With this marketing tool, you will learn valuable information regarding how people interact with your content and which forms of content are the most successful amongst your followers. When armed with this data, you can alter your strategies to create better-targeted ads and post content that’s most relevant to your followers’ interests.
How do you get to your Facebook Insights? On a desktop, the “Insights” tab is located within the menu on the left-hand side. The Facebook Insights Overview report will give you a snapshot of your page’s overall performance, including metrics such as:
- Actions on Page
- Page Views
- Page Likes
- Post Reach
- Story Reach
- Post Engagement
- Page Followers
Take a deep dive into each metric to learn how your audience engages with your content and make changes to align with their values and build loyalty.
Pages to Watch
At the bottom of the Overview page, you will find the ‘Pages to Watch’ report. This nifty marketing tool allows you to compare the performance of up to 100 competitor Facebook pages similar to your business page. Also, view how you rank in comparison to your competitors page likes, post volume and engagement within the last week.
By analyzing your competitors’ efforts, you’re able to use this data to your advantage to make your business stand out from the crowd.
The ‘People’ report will show you a snapshot of who your fans, followers and people reached are. Find out who has viewed your content by gender, age group, language and location.
This data can be extremely valuable for content creation. Creating posts, stories, events and ads that cater to your audience’s demographics will increase their likelihood to share, comment, and engage with your content more often.
Just starting your Facebook business page? Check out Facebook Audience Insights to learn about any audience you are looking to appeal to!
Facebook is an amazing platform to reach and engage with your past, current and future customers. These tools can help you make the most of your time and resources so you can create relevant, valuable, and useful content. We can also use these tools to target video and display ads to new customers by showing them ads not only in their News Feed, but within Stories, Messenger, Audience Network, Instant Articles, Marketplace, and Instagram!