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Targeting and Audience Insights

Lesson 22 from: Instagram Ads Fundamentals

Sharon Lee Thony

Targeting and Audience Insights

Lesson 22 from: Instagram Ads Fundamentals

Sharon Lee Thony

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Lesson Info

22. Targeting and Audience Insights

Lesson Info

Targeting and Audience Insights

when it comes to targeting and as manager, this gives us the most flexible and the most pinpointed, segmented way of reaching people online today. So really ads manager is the best tool at the moment for us to reach the the right person for your client's business. The first step that I'd love for you to think about when it comes to building out your client's campaign is to think about your client's audience. So some best practices to do this is to talk to your client about the types of people who usually buy their product or service, they're going to know better than anybody, the types of customer that they're trying to reach. If they have a store, you might want to spend a couple hours in the store, sit there and just watch who comes in and out during the day, watch who comes into just browse, watch who comes in to actually buy something. Listen to the types of questions that people are asking and look at these people. What's the, what you know, what's the usual age for the people com...

ing in and out? What are their job titles? What are their lifestyles like if your client is purely an e commerce company, take a peek at their back end of their website, look into their google analytics for information or if you have access to their social media accounts. I mean certainly their instagram accounts since we're taking this, since you're taking this course, take a look at that. What types of insights can you get about their fans, their followers and their audience. So for example, one way that you could do this is to use audience insight manager in facebook itself. As part of your ads planning an ad campaign planning audience insights gives you a ton of details on not just your client's business, but actually tells you about everybody who's on facebook as you can see. So what you can see here is it's going to default to all facebook users and as we can see, it kind of breaks out too. Almost half and half women and men, it tells us a little bit about their relationship status tells you about their education level. It even gets into things like job titles, You can sort by um increasing to decreasing. So it turns out that almost 30% of people on Facebook are in some kind of administrative service, roll 24% of people on Facebook are in a management role. Other things that you can see an audience insights are page likes and so within the United States, which is the one filter that's here right now, the top pages that are like are things like coca, cola Dunkin, donuts, Pizza hut, as you can see on the screen, I guess that's not a big surprise. Um, but it will give you up to 50 categories of pages and kat and and verticals and industries that users are engaging with. It will also tell you how many people are actually engaging with those pages as well and what their affinity is for those specific brands. So as you can see here, Pepsi has an audience of about 5.2 million with the 10 times affinity. So people who love Pepsi really, really love Pepsi. Um and it gives you a sense of whether or not your brand is likely to be relevant to these these audiences as well. You'll also get to see some information about location. So where do these people live? Where do they reside? What countries are they in? What cities are they in, What languages do they speak? And then what I find to be quite useful as well as activity. So audience insights manager will also tell you how people are responding to activities or what kinds of activities people are engaging in on social media. So these are primarily only on facebook um but this gives you a sense of just user behavior overall within social media and that can sometimes gives you insight into whether or not people are going to, for example, um redeem a promotion or click on an ad. But what's most useful about this is not just to look at broad trends, you can either look at folks that are directly on your page. So if you input people connected to your exact page, you now can see insights on your exact followers. And as you can see here for Mauricio hair. Again, one of the clients that I'm focusing on today, 85% of our followers are women, 50% of those women are married, 75% of them have a college education and unfortunately we just don't have enough data for job title for this one specific client for pages that they like. These are the top pages and categories. So modern salon magazine is something that they're reading their route. They like to get their accessories from Henri Bendel. They're also reading things like time out new york, they're shopping at Saks Fifth Avenue, they're going to fab for home decor. Their favorite fashion brand is Diane von furstenberg. This gives me a really clear picture of who this person is, that I'm about to target with my ads and my message. I also have some other error insights here where perhaps I'd want to approach some of these other brands that they're into for a collaboration of sorts, so benefit, cosmetics and Ulta Beauty are two brands that that our followers are really into. It seems blue door boutique seems to be another brand that people tend to like and perhaps there are some marketing collaborations or instagram collaborations that would make sense for this particular client in terms of location as expected because we are based here in new york in Manhattan. Our audience is primarily completely in new york city with the majority of them living in Manhattan living and working in Manhattan and then for activity um and device, there's some information here too. So it's telling me that primarily our audience is on iphones, um more than more than any other mobile device And and that, you know, 33% of them are on android. So if there were specific offers that we might want to put out there, those are just things to keep in mind. What you can also do is you can sort by interests. So let's say your client doesn't have enough data here to really, you know, help with with a huge decision. I mentioned that Mauricio hair is an organic um hair salon. So maybe I want to put in people that are interested in organic beauty. And if I wanted to start to build a new audience for my client or if I wanted to expand the prospective customer and to just get a sense of how old are these people, where do they live? What's their education? You can see now that facebook audience insights has spit that out for us. Right. So it turns out that 91% or I'm sorry, that of the people that are interested in organic beauty, 91% of those people are women and they're primarily between the ages of 25-44. I've now taken both a vertical as well as an interest that's relevant to my client and I'm now able to build out a consumer persona or a target demographic that would be highly likely interested in hearing about our product or services and this can go on and on. So if I were to look at page likes, we could take a look at what folks who like organic beauty are also liking on facebook. So see these are some um not a big surprise, but these are some organic, you know, earth and wellness related brands, whether it's traditional medicinal, Zor Annie's homegrown or thrive market. So these are all things that people who are interested in organic beauty are also engaging with online. This might also inspire some content development ideas and content creation ideas as well. I mean if if it's turning, you know, if you're learning that, that your audience of organic beauty lovers are also going to be really excited about Burt speeds for example, um then maybe featuring some of those products in in your content or um it it might might be relevant as well. So just some tools and tips on how you could potentially build out and utilize insights to create your custom audience, some other things to think about, Going back to the slide deck, some other things to think about our, how else you're defining your audience. So a very traditional way of defining your audience would just be based on age group, right? We've, we know about baby boomers, we've heard about Generation X and Generation Z and all of that stuff. Other things that you can think about as we started to experiment there, an audience insights. It's also to think about what other brands and media are they consuming. So if we were creating this ad for Fitbit, which we started to work on some other brands that a Fitbit user might be into our things like lululemon, he or she is probably shopping there. They might also have a class past membership, they might be reading publications like women's health and men's health. One great practice is to actually articulate all of this as a consumer persona. A consumer persona is literally a profile that you're building based on any insights that you're gathering from your research. So here's an example of a consumer persona that we sketched out for Zara and in particular this is Zara's men's suiting collection. So this is Alex, as you can see a handsome guy, He lives in Canada or the us, he's between the ages of 25-40, he's male, obviously he's into things like fitness and wellness, shopping and fashion, sports and outdoors and technology. He's a college graduate. His job title is something in the financial field, so he either works as a financial advisor or maybe a financial analyst. His income is somewhere between 45 to $75,000 a year. He's single. He's interested in women, he speaks English primarily and his buying motivation is that he wants to stand out in a boring marketplace. I'm sorry, a boring workplace and he's buying concern is that he's price conscious and he responds well to sales and discounts. So you can see how Alex is now a fully integrated and a holistically described person. He's no longer just some numbers on a slide, some graphs on a dashboard. You can kind of get into the mindset of Alex and therefore based on this, you can start to craft messages that you believe Alex would respond the best to. What's great too about this is that it really allows you to develop different personas for different products and services. Many times, clients have more than one aspect of their business, they might have a B two C, a business to consumer aspect of what they're doing and they also might have a B two B aspect of what they're doing, a business to business perspective and those two different offerings are going to have two very different customers. In the end, developing consumer personas allows you to then segment those audiences and also segment your efforts so that your message, your creative and your campaigns will be the most effective at communicating what you need to do to make your client effective and successful. Let's think about amazon for a moment. Amazon's audiences include the customer who is an online shopper, someone who might be a good prospect for an amazon prime membership and just really cares about free shipping and convenience. However, amazon as a company is also interested in appealing to retailers and business owners who might want to sell their products on the website or prospects that would be good candidates for their merchant services. The persona, there would be a business owner. A third vertical is that amazon might also be targeting enterprise customers who want to use their amazon Web services to host large amounts of data. Big companies use amazon for cloud storage and for that vertical of their business. It would yet be yet another customer persona. You can see how diving deeply with your client about their current customers as well as their ideal. And prospective customers can help you to create different profiles for the different ways that audiences might engage with your client's business. In the next lessons, we will discuss how to use these personas to create audiences for our ads.