Facebook has just launched a new tool designed to give marketers greater insights into their audiences.

Facebook Audience Insights

The tool, called Facebook Audience Insights, was recently revealed in a blog post.

“The more customer insights you have, the better you’re equipped to deliver meaningful messages to people.

“That’s the thinking behind Facebook Audience Insights, a new tool designed to help marketers learn more about their target audiences, including aggregate information about geography, demographics, purchase behaviour and more,” Facebook explained.

More data means more opportunity

To show how the tool might work, Facebook used the example of a women's luxury fashion brand that wants to sell products in-store.

Using Facebook Audience Insights the user could see how many Facebook users live near their store, these users' interests, past purchase behaviours and shopping preferences.

The tool also offers new information about these users including demographics (age and gender), Page likes, location and language, Facebook usage and purchasing activity. 

It then breaks this data up into three groups of users: People on Facebook, People connected to your Page or event, and People in Custom Audiences you’ve already created.

Game changer?

The update is Facebook's biggest marketing update for some time, delving deeper into audience behaviours than the existing Page Insights.

Facebook was at pains to explain that it's keeping privacy in mind with its new tool and only collects information users already express on Facebook, in addition to information from third-party partners.

Facebook Audience Insights is now rolling out with Ad Manager in the US, with a global release expected in the coming months.  

To find out more visit facebook.com. 

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