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Facebook Launches Audience Optimization for Facebook Pages & Posts

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facebook audience optimizationFacebook has launched a new feature that allows Facebook Page publishers to customize the audience for any post they make to the page.  This means that Pages could have similar posts, but each tailored to a specific audience and then targeting to that audience using the audience optimization tool.

When you post a new post to a Facebook Page, you will see this new option:

fb audience restrictions 1

Be aware that the custom audience options are only available prior to publishing.  After it is published, there seems to be no way to customize.

Then, you can restrict by demographics, including location, gender, age and language.

fb audience restrictions 3

Lastly, you can restrict it by interests, similarly to how you can target Facebook ads by interests.

fb audience restrictions 2

There are also new audience insights that allow you to see how specific audiences are responding to your posts, based on clicks, likes and shares, as well as the reach of each audience.

Does this mean your post will get more exposure than if you left the optimization settings alone?  Not necessarily.  But it might ensure that you are targeting the right kind of people, especially if you have noticed spammers liking your page from specific locations.

Facebook Page owners have been faced with major reductions in the exposure their posts are getting, with constant push from Facebook to pay for that exposure instead.  And with more companies competing for ad space on user’s timelines, it has become very expensive for Pages to do well.  So it will be worth watching to see if these audience optimization settings help with the organic exposure for Facebook Pages.

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Jennifer Slegg

Founder & Editor at The SEM Post
Jennifer Slegg is a longtime speaker and expert in search engine marketing, working in the industry for almost 20 years. When she isn't sitting at her desk writing and working, she can be found grabbing a latte at her local Starbucks or planning her next trip to Disneyland. She regularly speaks at Pubcon, SMX, State of Search, Brighton SEO and more, and has been presenting at conferences for over a decade.

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Comments

  1. Is it worth hiring a pro to carry out the linkbuilding, or do you recommend
    doing it personally?
    Shared this to my Twitter, very useful

    • If you hire someone, be very careful they are building you the right kind of links. There are a ton of “pros” out there who are creating mass crap links for short term gains, until Google swoops in with a manual action.