Six steps to understanding your Facebook audience using the built-in insight tool

04.05.2018 Posted by TM Solutions

If you have a Facebook page for your business you will have noticed the usual metrics against your posts: likes, loves, shares and so on. You’ll have also seen the all-important reach figure, showing you the number of people who have been exposed to your posts.

But who are these people? When do they visit and how do they interact with your page? They may ‘like’ your business, but what do they actually like about your activity on Facebook? And how can you better ensure they continue to follow you?

Conveniently Facebook provides business users with a valuable insight tool which can help you understand your audience and their behaviour. By acting on this data you can grow your social media profile and concurrently grow your business.

Here’s what you need to know in six simple steps.

Step 1: Getting started

If you’re an admin for your business page you’ll see an Insights link displayed on the top menu bar. Click this and you’ll be taken to a summary screen that provides an overview of your page’s performance over the past seven days (if you prefer you can change this to the past 28 days using the drop-down at the top of the page).

Each metric includes a handy percentage change figure, showing you the difference compared to the previous period. Here’s how it looks on an example small business page.


Suggested action: This is just an overview so don’t stop here! You now need to drill down by clicking the menu items on the left of the page.

Step 2: How’s your reach?

Reach represents the number of individual people who have been exposed to content from your page. Click on Reach and you’ll see this broken down by organic reach (posts that have spread under their own steam, so to speak) and paid reach (posts that have been boosted/promoted using cold hard cash). You will see paid reach layered on top of organic reach, and by hovering over the chart the daily totals will be displayed.


Suggested action: Review whether boosting posts is worthwhile. If paid reach is only a small percentage of the total reach then it may be better to save your money and instead spent more time building organic reach.

Step 3: Explore your posts

Click on Posts and scroll down to the list of all your published posts. Here you can see the reach figure for each individual post (together with the organic/paid split). Crucially you can also review your engagements, which are the number of times that people have engaged with your posts (by liking, sharing, commenting).

Next, scroll back up and have a look at the When Your Fans Are Online data. This should make fascinating reading. Then click on Post Types and check which types of post are achieving the best reach, engagement and reactions.


Suggested action: Do more of what works, obviously, but also look at where you can improve. If your video reach is relatively low then consider adding more video to your posts, as Facebook values video content. Also have a look at the days and times of day when people are visiting your page and consider scheduling posts to appear during popular periods.

Step 4: Monitor negativity

As a business owner you’ll almost certainly receive negative responses on your Facebook page, either via public posts or private messages. It’s perfectly normal and to be expected. You may be able to resolve this in a positive manner, but what actual effect does this have on your engagement? Facebook gives users options to hide posts and report posts as spam. Worse still they can unlike your page, which means they’ll no longer receive content from you.

To find out which of your posts have attracted negative feedback, stay on the Posts page and change the right-most drop-down to Post hides, hides of all posts….


Suggested action: Look at the individual posts that people have responded negatively to (if any) and consider why they may have provoked such a reaction. Have you shared too many similar statuses? Maybe you’ve overdone direct advertising posts? See step 3 of our Using Facebook for Business post for advice on how to create a successful posting plan.

Step 5: Delve into demographics

Click People and you’ll see a breakdown of the age and gender of the people who’ve liked your page. This is really valuable data that you can use to build up a picture of your audience. Scroll down and you can also view the top countries and cities where they reside.


Suggested action: Look at the demographic data and determine what key types of people like your business. Can you tweak your posting activity to better target them?

Step 6: Encourage actions

Finally click on Actions on Page and view the number of clicks your ‘call to action’ buttons have received. These include clicks on your website address, phone number, ‘get directions’ page and more. This information is key as it’s a clear measure of the people who want to visit or use your business. This is what all the hard work improving your reach and engagement has been leading to!


Suggested action: Ensure you actually have action buttons on your page (to add them, click the blue Add a Button link on your main page). You’ll be surprised how many business pages neglect this. Also check your contact details and make sure everything on your ‘about’ page is complete and up-to-date.


Facebook TipWe know social! Would you like a professional video introducing your business to share on your Facebook page? Or how about a smart new website which you can direct your Facebook followers to? Get in touch to find out how our social experts can help your business.