Facebook Audience Optimization Tips

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    14-Jan-2017
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Transcript of Facebook Audience Optimization Tips

  • Audience Optimisation Tips Achieving Better Engagement

    For Your Facebook Posts

    9 September 2016

  • How does Facebook deliver

    your posts?

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    Facebook delivers posts in batches.

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    It will first deliver to less than 5% of your followers.

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    If people like and share the post, it will remain in the News Feed and then be

    shared to a larger audience.

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    If people are not liking or sharing, the post is removed

    from the News Feed

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    The key takeaway is to make sure that the post is delivered to the audience that is more likely

    to engage.

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    Facebook does analyse the post and tries to predict which of

    your followers would like it but a better way is to use Facebooks Audience Optimisation feature.

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    Facebook does analyse the post and tries to predict which of

    your followers would like it but a better way is to use Facebooks Audience Optimisation feature.

    PREFERRED AUDIENCE

    AUDIENCE RESTRICTIONS

  • AUDIENCE OPTIMISATION

    (PART 1): Preferred Audience

  • TEST PAGE

    Click here to define the preferred audience.

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    Your goal is to add interest tags that describe the interests of people who are likely to enjoy your

    post.

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    Preferred Audiences uses these interest tags to help prioritise page posts in

    News Feeds for each unique reader based on topics that

    they are most likely to engage in.

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    Note: Interest tags DO NOT limit reach.

  • Tips for Adding Interest Tags

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    Ask is what types of people are most likely to engage with your posts

    and what are their interest?

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    You can go beyond the keywords within the post. Here we added the tag hiking because we felt

    the audience was relevant.

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    Facebook recommends starting broad like

    cycling

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    Facebook recommends starting broad like

    cycling

    but avoid top level categories like Sports and Physical exercise which is probably too

    broad and may not engage audiences.

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    And then narrowing down to sub-topics like bicycle touring and mountain

    biking

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    We will use this post to show you

    examples of interest tags that can be

    used in the next few slides.

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    WHAT IS THIS POST ABOUT?:

    Soccer, English Premier League, Barclays Premier League, ESPN FC, Totenham Hotspurs,

    Liverpool FC

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    ADD NAMES OF POPULAR PLAYERS AND MANAGER: Kane, Sterling, Klopp, etc.

    WHAT IS THIS POST ABOUT?:

    Soccer, English Premier League, Barclays Premier League, ESPN FC, Totenham Hotspurs,

    Liverpool FC

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    ADD NAMES OF POPULAR PLAYERS AND MANAGER: Kane, Sterling, Klopp, etc.

    WHAT IS THIS POST ABOUT?:

    Soccer, English Premier League, Barclays Premier League, ESPN FC, Totenham Hotspurs,

    Liverpool FC

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    Facebook recommends 6 to 10

    interest tags (maximum 16)

  • AUDIENCE OPTIMISATION

    (PART 2): Audience

    Restrictions

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    Audience restrictions limits visibility of your

    posts to specific demographics

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    In this case, you may only want people in

    San Francisco

  • WHAT DOES AN AUDIENCE

    OPTIMISED POST LOOK LIKE?

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    Here is an example of what an Audience

    Optimised post looks like (source: Social Media Examiner)

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    Non- Audience Optimised posts have a GLOBE icon

    Audience Optimised posts have a WHEEL icon

    (source: Social Media Examiner)

  • AUDIENCE INSIGHTS

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    Audience Insights shows you how each of the interest tags are

    contributing to the posts reach, clicks, shares and

    likes.

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    This is a great way to get a better understanding of your what posts work with which segment of

    your audience.

  • SUMMARYFacebook recommends 6 to 10 interest tags.

    Focus on describing the interests of people who are likely to enjoy the post. Ask yourself these questions.

    Facebook recommends adding broad and narrow interests tags

    You can restrict by demographics using the AUDIENCE RESTRICTION feature.

    Overall, if done right, you should see better engagement for your posts.