- Help reach the people who are most likely to engage with your content
- Better metrics to help understand which groups of people engage and in what ways they engage when they do so.
Facebook knows that brands have been frustrated with the lack of organic reach and engagement, and on the surface this looks like it will be helpful. When they tested the feature, they say that organic reach stayed about the same, but engagement numbers went up. I want to point that out because I want to make sure that people understand that this is not a once-size-fits-all solution to those who have been experiencing organic Facebook reach and engagement issues. Like every other tool, these new features have to be experimented with based on your unique learnings, and they have to be tweaked and tested. But I do feel hopeful that these will do big things for photography businesses who take the time to get to know them.
I am going to dive into what each of these areas mean and how they apply to your photography business further down, but here are the three different, but related, features:
- Preferred Audience
- Audience Restrictions
- Audience Insights
Getting Started with Audience Optimization
If you have more than 5,000 likes on your page already, then Audience Optimization has been automatically activated for you. If you have fewer than 5,000 likes, click the “Settings” link in the top right corner of your Facebook page. While in the “General” tab, you’ll see a row for “Audience Optimization for Posts.” Click “Edit” and then also click the check box to activate it.
On a couple of pages I administer, two over the 5,000 likes and a couple under that amount, I didn’t see this option here like it was for my other pages. Like all the new features in Facebook, this is in the middle of a roll-out, so you might not have it on your Page right away. My Facebook rep confirmed to me that it’ll take a week or so for all pages to see the option to add the feature, so just keep your eyes peeled if it’s not there yet. Currently, it’s only available to English-language pages, as well.
Once you have it enabled, simply go to the “target/crosshair” icon on your status update and you’ll see a pop-up that shows “Preferred Audience” and “Audience Restrictions.”
Those of you have run Facebook Ads in the past will see that this feels quite familiar. You can type interests into the box
as presented, or you can browse and look for the demographics and psychographics you are looking for. Interests include activities, the Pages that a user has liked, and their closely related topics. With Preferred Audience, you can choose up to 16 interests to target.
If you choose the “Browse” option, there are nine categories (again, similar to Ads, so this should feel fairly normal for most photographers reading this). The categories you can start with are:
- Business and Industry
- Family and relationships
- Fitness and wellness
- Food and drink
- Hobbies and activities
- Shopping and Fashion
- Sports and Outdoors
Also just like in the Ads section, Facebook will take the information you start typing in Interests and auto-suggest other potential interests that may make sense for your page.
Once you’ve added all of the interests you think most closely align with who you would like to organically reach, you click “Save.”
Using Audience Restriction
You may have used audience restriction already, as this isn’t a new feature. It’s just housed under Audience Optimization now. Before you go over to this area, make sure you have already saved your interests targeting or you’ll lose them.
Audience Restriction can be a great tactic for photographers when it comes to promoting something specific or if you’re going to be doing travel sessions. For example, I like to do sessions when I’m traveling “back home” in northern Wisconsin and the Minneapolis area. Because I have a huge extended family and lived there for so long, I have a fan base there that would be interested in knowing that I am taking bookings for that next trip. But my friends and Atlanta clients? Not so much. So this would be an instance where I would restrict the audience to only the geographical location for which it’s relevant.
Organic Audience Insights
This part might seem confusing, because Facebook Ads already has a part called Audience Insights, but the new Preferred Audience feature comes with it, as well, and it’s different than what you are used to in the Ads interface. Once
you are in Insights on your page, click on one of the posts that you made with Preferred Audience interests in play. Then, click on “Preferred Audience” to get insights into those who engaged with your post.
In the example from Facebook (I don’t have any meaningful data yet from my own tests), you can see that the JetBlue interest outperformed those who saw the post more than those from a general “Air Travel” tag. As you navigate across the top, you’ll be able to explore deeper into the actual engagement metrics, including likes, clicks, and shares.
Other Things You Should Know and Further Reading
Since the Preferred Audience feature is so new that it hasn’t been rolled out to everyone just yet, there are bound to be more questions and learnings available in the coming weeks. However, there are a few best practices shared by Facebook and some of the pre-release testers that should help photographers better utilize this feature when it becomes available.
- Right now, this is only available through the desktop. Right now, you cannot assign interest tags by mobile device.
- If you run a post engagement ad on a post that is interest tagged, it will be treated like a regular ad and you set up the targeting separately.
- Again, Facebook says that their tests show that organic reach has stayed about the same, but engagement goes up. We can theorized that because the post is now reached those who are most interested are being prioritized as seeing the post over those without those interests. LOVE IT!
- You cannot create custom interest tags.
Facebook created a list of Best Practices for using tags. It goes without saying that when Facebook is telling you the way to use new features, you should really learn them. I’m not going to get too deep into this area, because the link really does explain all of the rules for getting into tags. Those of you who have read my post about getting started with targeting ads will likely already know what kind of interest targets are working for your page. It’s the same theory.
Being perfectly honest, I see Audience Optimization as a play to help big publishers like the New York Times or television networks. Facebook has been trying to lure many of them away from YouTube, and the social channel has also been trying to pacify some of them after they released Instant Articles last year.
Here is a closing example from the New York Times. They used Audience Optimization on a story about the State of the Union earlier this month and used tags like “Barack Obama,” “Republican Party,” “Democratic Party,” and “United
States Congress.” With general interests like the two major parties, and specific interests like Congress and President Obama, they were helping the story reach different people who were interested in the piece for different reasons. And similarly, they were able to make sure those audiences were prioritized over, per se, the audience that is there to read the theatre and restaurant reviews.
In the case of using these Preferred Audiences for photography marketing, here’s what I’m testing:
Using a combination of others’ content (Buzzfeed, popular trendy pieces) and prioritizing that to the client base I think will enjoy it a lot, and then I’ll post something relevant to my business to those same groups. That should help me establish some base patterns.
Also, I’m going to serve up senior sneak peeks specifically to those in the senior age range, and then I’ll serve up the ones I think parents will like to the parental group and see which resonates most. I’m going to guess that the parents, being more active on Facebook, will have the better engagement rates.
So, how do you think you’ll use the new Facebook Preferred Audiences?