As a marketer, part of your role will be to learn as much as possible about your audience in order to promote your products and services in a way that resonates with them. By tailoring your approach in this way, you can be even more confident that they’ll take an interest in what you have to offer.

One way to get a deeper analysis of your customers and online audience is to use advanced Facebook Page Insights. Here’s how you can use these insights to your advantage!

Dive deeper by downloading.

To get started, the first thing you’ll need to do is download your Facebook Page Insights files. To do so, head on over to ‘Facebook Page Manager’ and click on ‘Insights’. From there, you’ll see the ‘Export Data’ link. Click it – and you’ll be able to choose whether you want to download your Page Data, Post Data or Video data.

For the sake of covering all your bases, we recommend downloading all three!

Analyse your page data.

Your Page Data file will summarise your page’s main metrics, such as daily interactions and frequency, as well as data related to link clicks, like sources and even unlikes. This can give you an idea of how successful your page is at encouraging engagement from the online community.

Read through your post data.

Next up is Post Data, where you can get a clearer idea of the reach of your posts, additional engagement stats (both positive and negative), legacy layout (combined reach and engagement stats) and relative viral stats. From here, you’ll be able to see which of your posts are resonating with your audience, which may inspire future content.

Check out your video data.

Finally, we have Video Data. This is where you can check the stats of how well your video content is doing on Facebook, making it clearer which ones have gone down well with your audience and which ones weren’t as successful. You can track views, watches and interactions to see whether each video met your expectations.

Don’t stop there!

Remember, your social media accounts are constantly changing as you upload new content, gain followers and try out new campaigns, so download the updated data as regularly as you can to see what – if anything – has changed, allowing you to make decisions based on the most up to date information about your audience.

That’s a lot of data – but it’s all data that’s useful to your campaign. By using Facebook Page Insights to get an advanced look at your audience, you can make even more informed decisions while putting together your digital marketing strategy.

Do you use advanced Facebook Page Insights to learn more about your audience? Which data to you find the most useful? Share your thoughts and opinions below, as well as how you recommend using data to your advantage. We look forward to reading your tips!