Dec.11Facebook Analytics 101 - Demographics

Facebook Analytics - DemographicsDefinition: Demographics

Demographics describe the profile of your audience on your Facebook page.

So, how well do you know your Facebook audience?

Facebook Demographics Explained

There are 3 types of Facebook Demographics available in Facebook Analytics:

  1. Fan Demographics
  2. People Reached Demographics
  3. People Engaged Demographics

1) Fan Demographics

Facebook provides the following information about the people who have liked your page:

  • Age and Gender
  • Country
  • City
  • Language

Facebook Analytics Fans DemographicsIn the latest Facebook Insights, you can also benchmark the Age/Gender of your Fans versus that of all Facebook users.

The demographics in the above example are skewed towards males 18-34 (48% of fans), which are one of the desired target audiences for this brand.

How Valuable are Fan Demographics?

They really aren’t that important actually! You may have a lot of fans that never interact with your page and never even see your content.

For instance, if you’re based in the US and you only post between 9 AM and 5 PM in your local time, your fans who live in Asia may never see or engage with your content.

2)Ā People Reached Demographics

People reached demographics describe the profiles of the people who actually see your content.

People reached demographics are usually less distributed (but not always)Ā than fan demographics.

Keep in mind that people who are not fans on your page are also included in these metrics, since people who are not fans can still see your content.

Facebook provides the following information about the people who your page reaches:

  • Age and Gender
  • Country
  • City
  • Language

Facebook Analytics People Reached Demographics

In the above example, we can see that 54% of the people reached by the page areĀ males 18-34.

How Valuable are People Reached Demographics?

They’re definitely more important than fan demographics, because they tell you who your content actually reaches and includes non-fans as well.

3)Ā People Engaged Demographics

People reached demographics describe the profiles of the people who engage with your content. They don’t just see your content, but they engage with it! They have either liked/commented/shared or clicked on your content.

Again,Ā Facebook provides the same demographic breakdown about the people who engage with your page:

  • Age and Gender
  • Country
  • City
  • Language

Facebook Analytics People Engaged Demographics

Here we can see that 58% of the people who engage with the page is actually from our target audience of males 18-34. This isĀ 10% higher than the same target audience if we looked only at fan demographics.

How Valuable are People Engaged Demographics?

These are the most important and most valuable metrics, because these are the people who have displayed interest to engage with your content.

These people provide feedback on your content in the form of engagement (likes, comments, shares and clicks). This enables marketers to optimize social media content based on the engagement received.

In ourĀ Facebook Analytics 101Ā guide, each post breaks down a different Facebook metric, to help you better understand how to measure your Facebook performance. View theĀ Facebook Analytics 101 Complete Guide.