One Small Change That Has Huge Impact for Small Businesses on Facebook

When it comes to social media, sometimes a tiny little tweak can make a massive improvement. This time, we’re talking about Facebook’s ‘preferred audiences’ feature and it’s especially useful for local businesses.

Facebook always tries to deliver relevant content to its users. Tailoring the news feed for each individual, in order to show them more of what they like and less of what they aren’t interested in.

For Facebook, this means people will spend more time on the site, and therefore they can show them more ads and thus, make more money. Therefore, Facebook are highly focused on the relevancy of content and ads since these directly affect their profits.

“Pages publish a wide variety of content across many topics, and the more information we have about who is most likely to be interested and engage with a post can help us deliver the right content to the right audience.” – Facebook

Audience Optimization is an organic targeting tool to help publishers reach and engage their audience on Facebook and better understand the interests of people clicking on their posts.

The Preferred Audience feature allows you to tell Facebook who you think might be interested in your page and improves the odds of your content reaching them. Facebook preferred audience tells Facebook EXACTLY who your audience is and where they are.

So in a nutshell, Preferred Audience is a super fast way of helping Facebook understand your target audience including; location, age, gender and interest. It’s free and it doesn’t exclude all others but it does make a difference.

How do you set it up?
Head to “settings” on your Facebook brand page and you’ll find the “preferred page audience” option on the left navigation sidebar.

Facebook’s article on Audience Optimisation covers the best practices for this tool in more depth – read it here.


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