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Using Facebook Insights to Tailor Your Blog Posts

It’s not spying, I swear!

Facebook provides us with a lot of data about our Fan Page audience. So today I want to talk about using that information to tailor your blog posts to your audience.

Why does this matter?

Have you ever read a post and felt like the author was writing it just for you? It’s rare, but it does happen. And that makes the post more memorable for you. You might even have subscribed to the blog for more from that author. And this is what you want for yourself I bet? More loyal readers.

But how do you know who you are really writing for?

Let’s talk Facebook Insights

From browsing my page Insights, I can tell the following:

Most of my fans are in the US, although I’m in the UK. This is a prompt for me to be aware of important dates in the US, and consider carefully any British-based humour that might not translate well. For example, people outside of the UK probably wouldn’t get a Danger Mouse reference! (Good grief, Penfold!…sorry)

Although my audience is all about the blog posts, Facebook’s algorithm prefers image posts over link posts (because links take you out of Facebook). So I’ve adapted my schedule to include a mixture of blog post links and images. This keeps both Facebook and my fans happy.

Most of my fans are older than me, and the gender split is 60% female, 40% male. The take-away here is to keep my writing gender neutral; no jokes about men or talking too much about feminism! And also to not try and write for the millenial market – they are not my crowd. My Facebook audience are very similar to my typical client avatar for my consulting business. So when I write a marketing blog post I write as if I am talking to one of my clients.

Something worth knowing about reach versus engagement

As I mentioned above, Facebook prefers images and video posts that are ‘native’, so they keep people within Facebook. Anything that takes people outside of Facebook will achieve less organic reach. This is Facebook being clever here, and it’s not necessarily indicative of what your audience likes to see.

If you look at the screen shot below you will see that my image posts are getting more organic reach than my link posts. Look in the ‘type’ column to see which are links and which are pics or video.


Engagement is a more important metric for a small business, as you just want your fans to engage with your content.

You also might have noticed in the image above that I’m viewing my engagement rate as a percentage. I just find it easier to look at it that way. If you want to use that view then just select ‘engagement rate’ from the reactions menu, shown in the screen shot below.


What does it all mean?

Keeping things nice and simple, the main thing to remember is that just looking at the reach of your post on your page isn’t enough to tell you what your audience wants more of. Go into the Insights tab and check out your engagement rate. And do take a look at the age, gender and location of your fans.

The more you can tweek your content to appeal to them, the more they will keep coming back to see more from you.



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