Inform Campaign Targeting
As we click through the tabs, we can look at more demographic data on location, as well as behaviour. It can be helpful to find out what your target audience does on social media and how they get online. This can inform things like influencer activity, campaign landing pages, and campaign targeting.
In the case of our recently engaged women, it’s clear that wedding planning is well underway. This target audience is 680 times more likely to like the UK Bride’s Facebook page than the average person. While we can also see that around 8,100 people that fit our criteria like Want That Trend. This might be a good brand to investigate further to identify best practice.
Facebook sorts many of the pages liked by this audience into Top Categories. These include lifestyle indicators like Film and TV, media consumption, brands and hobbies.
In the case of our audience, many interests refer to families, kids and parenting. This insight could inform campaign content and creative. For instance, you may want to use more images of happy couples with children in campaigns. A blog post about fun ways to include your kids in your wedding may also interest this audience.
In the last tab, Facebook provides data on online activity and devices. This can give you more of a sense of how your target audience uses social media and accesses the web. It’s interesting to see that our target audience is almost twice as likely to click on ads than the average person. And is more than 10 percentage points more likely to only use a mobile device to access Facebook.
And finally, you can save your audience for future use. A custom audience makes targeting future campaigns easy. But you’re likely to want to segment your audience further. For instance, brides with children or those with same-sex partners. Not all brides to be will respond to campaign messaging, creative or content in the same way.