In order to obtain information about one’s own target group, the Facebook Audience Insights has always been a reliable tool. However, this is discontinued in July 2021. One good An alternative is the insights of the Facebook Business SuiteHere, too, you can view data on target groups and reports on the performance of Instagram and Facebook pages.
In this blog post, we will show you what the Facebook Business Suite Insights can do, how they differ from Facebook Audience Insights, and how you can use them Use evaluations can.
What is Facebook Business Suite?
The Business Suite was launched by Facebook in 2020 and is a central place to Centrally manage all online presences such as Facebook, Instagram, and Messenger Messages, comments, etc. can be viewed here at a glance. It is also possible to plan, create and promote posts. This allows you to control your online presence even better and, above all, more easily.
Tipp: It is particularly worthwhile for employees of small and medium-sized enterprises (SMEs) to learn how to use Business Suite Insights. The Business Suite supports those responsible in creating a successful online presence, especially if no external marketing agency is involved.
Facebook Business Suite vs. Facebook Audience Insights
The social network’s traditional audience insights offered a very detailed picture of the desired persona. The current followers could be compared with the other users of the platform. The tool made it possible to create any target group and then generate ads based on it. In addition to the classic demographic details about (potential) customers, interests could be filtered or characteristics such as relationship status and education could be queried. Even the age of the children of target persons could be determined using the target group insights. In the USA, political attitudes could also be set from “very conservative” to “very liberal”. Since these However, insights will only be available until the end of June 2021it is important to familiarise yourself with the alternative now.
Facebook Business Suite analytics continue to provide comprehensive information on Performance your site and helpful information about the respective target group. However, you will have to forego certain information such as individual life events (upcoming birthday, new job, long-distance relationship, etc.) in the future for data protection reasons. A clear advantage of Business Suite Insights is the direct comparison of the results from Facebook and Instagram. To use this function, first link your Instagram profile to your Facebook account.
This is shown by the insights of the Business Suite
The Business Suite tool offers Insights into different areas of your social media presenceThe overview provides you with information at a glance on the areas “Trends”, “Content” and “Target Group”, which can also be accessed individually and are presented in more detail below.
Trends
Under this category you will find the analysis of the reach of the respective pages. This is given both in total and in percent and visually reinforced by a diagram. The reach of advertisements is also listed. At this point the tool also distinguishes between Reach and impressionsYou can also see this in the graphic below. It also shows the development of advertising trends, where available.
Content
In this column, all shared content is listed sorted by the greatest reach. In addition, the number of likes, comments, shared content, results, cost per click and link clicks are visible. You can also filter by platform and organic postings or paid contributions. Based on the Reactions and interactions to the posts Marketing measures can be designed even more specifically. Which content performed well, which ads received the most attention? Content and advertising can be adapted even better on this basis.
target group
Below you will find the Number of your Instagram followers or Facebook page “likes”. In particular, demographic characteristics such as age, gender and place of residence are listed in this category. However, details and extensive data on each target persona as with Facebook Audience Insights are no longer available. Here, too, graphics provide more comprehensibility. The example below shows the direct comparison of the platforms, which is possible through the Business Suite. The figure shows the respective Proportion between women and men within different age groupsAll demographic information is given as a percentage.
In addition, a subdivision into “Top Cities” as well as “Top countries“. Germany not only leads in terms of the average number of Facebook likes, but also has one of the top Instagram followers. Within Germany and worldwide, the percentage is highest in the city of Frankfurt am Main.
Using Business Suite Insights correctly
Facebooks Business Suite ist available as an app in addition to the desktop versionwhich makes it much easier to use on the go. To use it, you need a Facebook account that is linked to your company. Log in to this account regularly. In your browser, you can find the Business Suite under business.facebook.com In the menu, select the “Insights” tab. You will now be taken to the overview page and can view the individual categories in detail. You also have the option of setting time periods to gain optimal insight into the development of the pages.
Tipp: In most cases, the insights are only worthwhile if you have a reach of 100 subscribers or likes. Some metrics are often not visible below this limit.
That’s why the evaluations are worthwhile
Die Datawhich are drawn from the digital tool, form the Basis for optimizing your marketing measures for your Facebook Ads. All of this information can help you to display your content and ads even more specifically. Posts that have achieved a large reach or a high interaction rate can serve as a guide for new content. Posts with fewer reactions probably provide information about the popularity of a topic. It is important to always offer customers added value. The Business Suite analytics provide a good basis for this.
Do you need Support with Facebook Business Suite Insights? Feel free to contact us! As a Facebook Ads agency, we are happy to help you with any questions you may have about other social media tools, Google Ads, etc.
frequently asked Questions
What is Facebook Business Suite?
The Facebook Business Suite is a tool that makes it easy to organize Facebook and Instagram pages. From planning posts to viewing insights to placing advertisements, the Business Suite combines numerous functions.
How is the Business Suite used?
A Facebook company account is required to use the Business Suite. This can be accessed on the desktop via the browser and on the smartphone via the app.
What do the insights bring?
Business Suite Insights can be used to see the performance of posts and characteristics of your target group. This data helps to display content even more specifically, adapt marketing strategies and optimize settings for advertising measures.
