How and why to use the Audience Insights – WAU tool

The Audience Insights tool was created by Facebook and aims to provide detailed data on any type of audience on social networks. Such information involves the user’s behavior on the platform itself, in addition to consumption habits, demographics, geography and lifestyle.

There are those who believe that Facebook is no longer just a social network, but a business network.

The platform itself has been positioning itself as one of the main channels for serving ads, and the role of brands is to pay attention and update their ways of converting.

Audience Insights is an important tool for creating effective campaigns that send the right message to a minimally built audience, exponentially increasing the ability to generate online conversions.

This is done through accurate analysis of user behavior and how they consume information online, in addition to practices involving purchasing habits and lifestyle.

In this content, we’ll cover the main concepts about the Audience Insights tool and explain the reasons why you should invest in the strategy. This will be done from the following topics:

What is Audience Insights?

As we have already said, Audience Insights is one of several tools offered by Facebook Business – working together with Facebook Ads, the social network’s ad platform.

With it, it is possible analyze information about countless types of audiences, being divided into two main groups. One is the group of people connected to your page specifically and the other are users of the entire social network.

The way Facebook collects data is relatively simple: each profile on the network has enormous freedom to define preferences, likes – or dislikes – and enter personal information.

Even if you are not a regular user, you have probably already submitted information such as name, age, location, education or marital status.

More dedicated users fill out lists and lists that contain preference for movies, music, actors, pages or groups and even politics.

Facebook for Business, then, works according to that information and offers it to brands. Thus, the ads are more accurate and targeted to that audience that actually has a chance of contacting your product.

The ways of collecting and using the data have long been questioned, but everything is strongly contradicted by Mark Zuckerberg and his team: in theory, the user has freedom to define which types of ads you want to receive – something that prevents an interruption by brands that do not speak to your reality – in addition to having the guarantee that your information will not be sold.

How does the tool work?

The tool delivers an incredible amount of data that will later be transformed into campaigns. They can start from general information, such as the gender of users across the social network.

gender on social media

And they taper off until they arrive at specific data such as users’ marital status.

marital status of users

Schooling is also a type of valuable information for specific businesses, such as colleges, schools and education systems in general.

user education

All this collection is made from a series of filters that can be customized according to the needs of your brand. It’s time to select your audience type and understand how it behaves on the social network.

The offer of possibilities is so thorough that Facebook delivers literally everything anyone can think of.

We take as an example a specific audience, called “People who live far from the family”. From it, we can even know what are the main positions of these users:

segmentation of people who live far from the family

It is possible to cross-check information, such as “People who live far from the family” and “are in a new relationship”.

According to the social network itself, the data offered to corporate pages is divided into some categories. See the main ones below.

Demographic data

Information involving the user’s city / state / country, gender, age, education level, relationship and other information.


Which pages the user likes, their favorite interests and hobbies. The information is cross-checked and, based on the result, Facebook delivers that group of people that would be most related to your brand.


Again, there is a crossing of information so that it is possible to understand a little more about the lifestyle of a group of people.

This is the case of a user who likes pages about veganism, follows great activists, checked in at fairs around his city and takes an active position on guidelines related to healthy eating and against the meat industry.

This group would be highly recommended for a page that sells dairy products, for example, while it is a great investment opportunity for brands that embrace the cause.

Why use Audience Insights?

Now that you’ve understood the key information about the tool, it’s time to visualize its main benefits.

Delivering content to a targeted audience

We have already introduced the agenda throughout this post – after all it is difficult to keep such a great advantage for the final moments of the text.

The large and detailed amount of information that Facebook offers allows brands develop ads for an ideal group.

This is perhaps one of the greatest desires of old-fashioned advertising: imagine not having to waste time with people who have nothing to do with your proposal?

Going back to the example of the vegan audience, imagine how much a brand that works with animal raw materials erodes its image before people who have no chance of closing a deal: quite the contrary, any and all reactions are likely to be negative.

The investment, not only financial, but also creative, strategic and service, will be focused precisely on those who talk to what you offer and are likely to start a dialogue with your brand.

Value offer

Now that you know who your audience is and can target a range of content just for them, you have a chance to develop campaigns that really talk and deliver a good value proposition to the audience.

It is not enough to run ads to the right people, as they have a high chance of ignoring them altogether – or even becoming detractors – if they are not strategically thought out.

It’s time to invest in a study of better formats, creative pieces, speech, visual identity and marketing strategies capable of uniting the plans on Facebook with everything that is happening on other platforms. Be present at the right time, but also in the right way!

Rich data analysis

With the few examples that we exposed, it was already possible to realize the depth of the data offered by Audience Insights.

Something very important in this whole story is to know that in addition to using them in an automated way to run campaigns, you can do the opposite way.

Many people believe they really know the public, but they may be wrong in some ways.

For example: a college aims to reach men and women aged 22/27 in the South and West of São Paulo. When analyzing the data, she realized that, in fact, 70% of that public already has completed higher education.

This information is sufficient to change the entire speech of a campaign and create new possibilities for the approach in the fired content. It would be time to offer graduate courses or change demographic and geographic aspects, for example.

Think of literally any example and you can find information that can modify strategies for the better. All of this in a practical, fast and intuitive way.

How to interpret the data correctly?

A gigantic range of information may not be of much use if it is not there is a good strategy and the famous know-how behind. We have listed very important tips to get the best out of the tool.

Understand your campaign goals

When creating a Facebook campaign, the advertiser has a number of pre-placement goals.

He can aim to generate traffic on a specific website, increase engagement with the publication (likes, comments, shares and views) or work on the issue of brand recognition.

Like any strategy, you need to understand what the target of those ads will be. It will be a guide in defining the creative aspects of the pieces – image, caption, CTAs – in addition to changing the audience profile from one case to another.

To make the content even more attractive, it is worth analyzing information such as the time of posting, that is, the moments when users are most active on the network.

Know your audience well

Audience Insights data is very voluminous, which can cause a daze on the part of those who do not have much knowledge on the platform.

If you don’t have the key information for your audience, though, it will be almost the same as running ads on a TV station’s commercials or on the pages of a magazine.

The greater the volume of information collected, the greater the chances of crossing the data with the deeper and more specific ones.

Building a persona is one of the best ways to understand who you intend to turn into customers. With it, the following information is acquired:

  • age range;
  • location;
  • professional / student position or occupation.

Remember: each time a step is taken down and the campaigns become more complex, the greater the chance of conversion.

Advertisements that deliver a value proposition, make their goals clear and don’t ask for anything in return in a sudden way have been gaining more and more users’ attention on social networks.

It is important to be prepared to deliver content that is relevant and that goes beyond the desire to sell alone. Remember the concepts of brand recognition and branding, which are fundamental when investing in strategies that convert and enchant.

The Facebook course is a great alternative to understand the best ways to apply the most up-to-date communication in social networks.

In addition to the Audience Insights tool, the platform has other incredible serving and media resources. Learn how to do marketing on Facebook and create campaigns with purpose!