Facebook Audience Optimization Tips
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Audience Optimisation Tips Achieving Better Engagement For Your Facebook Posts 9 September 2016
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 Facebook’s 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 Facebook’s 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 post’s 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.
SUMMARY•Facebook 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.
