Facebook has made data about its users’ interests public as part of a new tool called Audience Optimization, an organic targeting tool to help page managers to better understand the interests of people clicking on posts.
Audience Optimization gives you the following three features:
- Preferred audience – Allows publishers to add interest tags to content to help Facebook connect people with the topics and subtopics that are most likely to engage them. These tags prioritize, uniquely for each person, the topics that are most likely to interest them.
- Audience restrictions – Gives publishers the option to limit the visibility of certain posts based on location, language, age, or gender.
- Audience insights – Gives publishers visibility into the performance of their content, down to the post level, with breakdowns by interest tag. This is in addition to page insights.
How It Works
The tool allows any official page manager to identify the preferred audience for a post by searching for and selecting interests relevant to the story. Facebook auto-completes interests and displays the total audience size (based on all Facebook users) for each one. Each interest has a very precise number for audience size.
According to Facebook, interests are derived by an algorithm that factors in the articles, music, and videos shared on the platform, Facebook Ads tags, and other Facebook data sets. Both positive and negative mentions are included.