Facebook Audience Optimization and its Use for Publishers
At the start of 2016, Facebook launched Audience Optimization. This new tool is one for publishers to keep their eye on — especially as it grows from its infant phase. Audience Optimization was built to help publishers specifically target and engage their audience. By using the tool, page administrators are able to identify users most likely to interact with a post, and in turn, craft posts more relevant to those users.
What does Facebook Audience Optimization do?
With Audience Optimization, Facebook page admins are able to control who sees a specific post by adding qualifiers such as language, gender and location. They can also add interest tags, which gives audiences the opportunity to engage with topics they are most interested in. It also allows a publisher to review key analytics, breaking down how well a post performs compared to others.
So what?
The key takeaway from this new tool is what it says about the way publishers can market on Facebook. By engaging with users on a person-to-person level, publishers have the potential to establish more meaningful connections with their target audience. By understanding what a reader wants to see and read, content can be carefully curated to serve those needs. Results from early adopters of the Audience Optimization tool have proven to heighten engagement and created a much greater correlation between a given target audience and the content a publisher produces.
How to make it work for you
First, you need to answer some key questions about your audience. How is Facebook currently working for your business? Which audience members do you value most in terms of voice, opinion, etc.? By answering those questions, you can then determine the best way to utilize Audience Optimization. With highly adept users who completely control what they read and engage with, the best method for marketers is to walk with them as they make purchase decisions and read articles online. The Audience Optimization tool is an inroad to keeping in step with your users’ wants and needs and providing them with the content they desire as they need it. The overall digital marketing industry is bending towards the importance of establishing one-on-one, personal experiences for users, and Facebook’s new tool makes it easy for publishers to do just that.
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by Thomas von Ahn | Chief Elephant Slayer
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