Introduction Guide Of Facebook Page, Feed & Videos Insight

When it comes to built-in audience analytics tools, few social media platforms can match Facebook. Meta offers one of the most extensive tools of this type, promising to help fine-tune social media strategies.

Navigating Facebook Insights effectively is far from easy, however. That is, while it offers ample information, it may seem challenging to extract actionable insights and use them effectively.

It’s this challenge with your Facebook Business Page, Feed & Videos that this post seeks to help you address. Read on to find out just how you can improve your engagement rates with Facebook Insights in hand.

What are Facebook Insights?

Starting with the fundamentals, let us briefly explore this powerful tool in your dashboard. First come Facebook Audience Insights, an entirely different tool from Page Insights. Meta describes its key functionality as follows:

“Facebook Audience Insights gives you aggregated information about two groups of people – people connected to your Page and people on Facebook – so you can create content that resonates and easily find more user like the ones in your current audience.”

This is indeed how the tool functions, as it collects “aggregate and anonymous information” such as:

Demographics: age, gender, education, household size, etc.
Page likes: your audiences’ interests, as expressed by top Pages liked
Location and language: geographical location and languages spoken
Facebook usage: use frequency and device(s) used
Purchases activity: purchase behavior and purchase methods

It does so for “two groups of people,” as advertised, but also for custom audiences you may create. These will primarily consist of specific segments of your existing audiences that share a specific trait or behavior pattern.

Then come Page Insights, which are the ones typically dubbed as Facebook Insights. These offer page-related metrics, as the name suggests, which are:

Overview: your Page’s overall performance
Likes: total Page likes, net likes, and like sources
Reach: your Page’s reach, including positive and negative engagement
Page Views: total views, unique views, and top sources
Actions on Page: actions users took on your Page
Posts: in-depth post performance metrics
Events: event Pages performance metrics
Videos: video performance metrics, like video views, top videos, and organic vs. paid
People: audience insights, including your fans and people reached and engaged
Messages: analytics on response times and Messenger engagements
Others: metrics on Promotions, Local, and Branded content

Understandably, digging into each of these would require multiple dedicated articles. So here we’ll simply focus on the ones that can best help improve your engagement – and how.

Facebook Insights metrics to track

We must note, however, that not all such metrics are equally valuable. Facebook notes this as well, consolidating key metrics down to:

Demographics—All identifying factors that can help pinpoint your exact audiences. This is a primary differentiating factor in most types of audience segmentation, and Facebook Insights is no exception.
Positive engagement—The sum of positive engagement with your Facebook posts and activity. Facebook outlines likes, shares, and comments, but others, like clicks and saves, are also worth noting
Negative engagement—The sum of negative engagement with your posts and activities. This notably includes hiding posts and reporting them as spam
Time of posts—The time when posts were made and engaged with. This metric can inform your scheduling, as we’ll see next

Naturally, Facebook Insights doesn’t feature a “positive engagement” metric. Rather, it features individual metrics that make it up within specific tabs, as outlined above.

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Planning ahead and adjusting over time

Before we continue, we should briefly outline how to best approach Facebook marketing strategies from their fundamentals. While somewhat subjective, this should help inform your engagement-oriented strategies.

First, you should begin by setting realistic marketing goals. Remember the SMART acronym:

Specific—What do you want to achieve?
Measurable—How will you measure success?
Attainable—Is your goal possible to achieve?
Realistic—Can you realistically achieve your goal with your current resources and market position?
Time-bound—When should your goal be achieved?

Each criterion should inform your immediate goals, whether you seek to expand your reach, improve your engagement, or drive conversions. Setting realistic marketing goals is crucial. In this specific context, what’s arguably most important is what you can achieve; the “attainable” and “realistic” components.

Do you have the budget to see your goals through?
Is there enough time for your strategies to pay off?
What does your historical data say about your position?

Approaching Facebook Insights with these questions in mind tends to be the safer option. Through them, you can better ensure that your efforts toward engagement remain realistic in scope and pay off accordingly.

Then, as you apply said optimizations, you should strive to maintain a consistent schedule. Take note of the best times to post content on social media, and then adjust your activities in line with your own unique metrics.

Finally, after you optimize your content and strategies, remember not to take your new performance levels for granted. Audiences and their behavioral trends change, as do general digital trends. As such, you should continue to monitor your campaigns and Pages and adjust over time to remain efficient.

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How to use Facebook Insights to improve your engagement

With all of the above in order, let’s dive into how Facebook Insights can help you incite more engagement. Consider which of the following practices might best augment your existing strategies or inspire new ones.

1. Dig into your audience analytics

First and foremost, as with all marketing endeavors, remember that your posts need to answer three fundamental questions.

Who? —Who is your ideal target audience?
What? —What do they need, what entertains them, and what are they looking for?
Why? –Why should they engage with your posts, i.e., where is the value in engagement for them?

“Why” will need to be answered last and will largely be answered by your copy and offerings. But before you even begin crafting posts, Facebook Insights should help answer “who” and “what.”

For this step, dig into your audience analytics and craft accurate audience personas. Note your audience members’ average age, gender, and interests; their needs and pain points; their behavior and purchase habits.

If you’re running multi-channel strategies already or have robust website analytics in place, you can also combine your assets. Granted, your website audiences may not be identical to your Facebook ones, but they should typically be very similar.

Once you do, you will acquire a deeper understanding of just what kind of content resonates with your audiences.

2. Revisit historical data

On the subject of content performance, a safe way to improve your engagement is to simply explore what worked before.

You should naturally not copy old strategies to the letter; you wouldn’t need improvements if they performed satisfactorily. However, historical data can provide excellent pointers toward the types of content you should lean into.

For this step, explore your Facebook Insights and filter through it:

Which posts performed the best? Can you determine why?
Which posts performed the worst? In hindsight, why was that?
Do your other analytics and insights sources match or complement your findings?

As you do, remember to also place old content and strategies within their proper context. For instance, account for seasonal fluctuations in traffic or engagement so as not to misinterpret your findings.

3. Don’t ask for engagement, i.e., “engagement bait”

Before continuing, we should rule out the seemingly obvious, easy option. That is, asking for engagement directly.

This may seem like a viable option; a glance through embed Facebook feed may seem to validate this practice. You’ve likely seen such posts as:

“Like to enter our contest”
“Share if you agree”
“Tag your friends for a chance to win”

These posts may work fine for fan pages and personal profiles but can be catastrophic for business pages. Facebook considers this “engagement bait,” a practice that it penalizes:

“Engagement bait is a tactic that urges people to interact with Facebook posts through likes, shares, comments, and other actions in order to artificially boost engagement and get greater reach. Posts and Pages that use this tactic will be demoted.”

What’s more, if you keep trying to improve your engagement this way, penalties will only get harsher:

“Pages that repeatedly and systematically use engagement bait as a tactic will be demoted more than individual posts from people and Pages with engagement bait.”

Therefore, you should steer clear of this tactic. Strive to earn engagement organically to remain in Facebook’s good graces.

4. Provide value through your posts

The best way to earn engagement is by providing value, as any SEO analyst will confirm. Audiences seek valuable interactions as their feeds become increasingly cluttered.

Just how you do so will depend on your audience and your business. Still, revisiting your Facebook Insights historical data should help answer deeper questions:

What is your users’ intent? Why are they looking up your Page, and what do they expect from you?
How do your audiences respond to different types of content (i.e., informative, conversion-based, etc.)?
How does your content relate to their pain points, framing their customer journey and brand experience?

As you do, remember that engagement should lead to conversions – typically on your website. As such, remember to have these questions inform your website content too.

For example, moversdev.com suggests that you look for a platform whose social media profiles ceaselessly promote their website, leveraging engagement, and their website wastes no time presenting valuable offerings. Offering freebies like consultations, analyses, or industry-relevant tools is also a clear offering of value – which both Facebook widget posts and websites can leverage as well.

5. Adjust your content length and reach out

Similarly, you can likely improve your engagement by adjusting your content length. Unlike SEO, which values lengthy analyses, social media posts require bite-sized, digestible, and relevant content.

Here, too, you should consult your Facebook Insights data to determine the ideal length. In most cases, however, less is more. Audiences expect immediately demonstrable value, not fluff of little substance.

As you do, you can also start reaching out to your audiences through short, concise content to incite engagement. Consider such types of content as:

Surveys can also offer you more insights into audience and customer preferences
Quizzes, gamifying brand engagement – or offering recreational value if focused on trivia
Polls, leveraging engagement to create a cycle of it

In addition to these, you can also consider such Facebook assets as Facebook Live to host an AMA. This, too, will depend on you and your audiences and should always account for your own Facebook Insights data.

6. Use alluring images

On the subject of visual content, Facebook is a visuals-focused platform at its core. As such, you can employ visual storytelling as a marketing tool to lean into its strengths.

In line with the principle of offering value, examine your data again. What is it that your audiences need or appreciate?

Depending on your existing strategies, you can continue to improve your engagement by using visuals like:

Stock photos—If you find your content sorely needs some visuals, stock photos can suffice at first
Enticing original photos—If you can produce visually appealing photos of your own, this is always the better option
Infographics—If your audiences value industry-specific information and seek it from you, infographics can deliver it effectively
Informative videos—If you can produce videos instead, such as how-to videos and tutorials, their effectiveness should warrant the effort
Photos of your premises, staff, teams, and events—Humanizing your brand through such content can further foster trust and, in turn, engagement

In this regard, historical Facebook Insights data should also help determine cost-effectiveness. No two audience segments are identical, after all.

7. Schedule your posts and respond to your audiences

Finally, with content optimizations covered, you can account for two final elements of proper Facebook engagement. First, when your audiences engage most, and second, whether you engage back.

Starting with scheduling content, take note of the best times to post content on Facebook – or other social media platforms. Our article linked above should help in this regard.

Beyond these times, however, Facebook Insights should better inform your efforts. It may be that your audiences prefer different times, or have more specific, narrow windows of engagement. This is something only your own data can reveal.

Once you do, you can begin scheduling your content to improve your engagement. Tools and solutions to help you do so include:

If you prefer to do so via WordPress, you can instead consider social media scheduling plugins like:

Finally, once you do see better engagement rates, it is vital that you engage back. Audiences will trust your brand more if you do and will be more likely to remain interested and engaged.

As an initial checklist, you can:

Respond to positive comments; a simple “thanks for your feedback”-type response can go a long way
Resolve issues raised in public; this will both make your interactions valuable for your audience and showcase your professionalism
Manage personal messages; an automated acknowledgment of messages will maintain engagement but remember to also resolve queries swiftly

To do so effectively, however, you may need some automation solutions, especially if you’re marketing across different platforms.

Social media management solutions like the above, and social media-minded or Collaborative CRMs, should help you consolidate channels, delegate tasks to individual agents, and deliver quality customer support.

Also Read – Tools To Look Out For in 2023 To Embed Twitter Feed On Website

Final Word

In closing, efforts to improve your engagement can feel daunting. After all, there’s no magic formula or a universally applicable strategy for every audience and brand.

However, a strategic approach and a firm grasp of Facebook Insights should be invaluable assets. Proper planning and a deep understanding of your audience allow you to use historical data to determine what works best.

While brief, we hope this article helped you with your efforts. Social media marketing is a powerful tool, and using it effectively can be the key to success.