Tips on how to use Facebook's Preferred Audience and Audience Restriction features for better post engagement. The slides also include a brief explanation of how Facebook delivers posts to News Feeds.

1. Audience
Optimisation Tips
Achieving Better Engagement
For Your Facebook Posts
9 September 2016

2. How does
Facebook deliver
your posts?

3. 3
Facebook delivers posts in
batches.

4. 4
It will first deliver to less
than 5% of your followers.

5. 5
If people like and share the
post, it will remain in the
News Feed and then be
shared to a larger audience.

6. 6
If people are not liking or
sharing, the post is removed
from the News Feed

7. 7
The key takeaway is to make
sure that the post is delivered to
the audience that is more likely
to engage.

8. 8
Facebook does analyse the post
and tries to predict which of
your followers would like it but
a better way is to use
Facebook’s Audience
Optimisation feature.

9. 9
Facebook does analyse the post
and tries to predict which of
your followers would like it but
a better way is to use
Facebook’s Audience
Optimisation feature.
PREFERRED
AUDIENCE
AUDIENCE
RESTRICTIONS

10. AUDIENCE
OPTIMISATION
(PART 1):
Preferred
Audience

11. TEST
PAGE
Click here to define
the preferred
audience.

12. 12

13. 13
Your goal is to add interest
tags that describe the
interests of people who
are likely to enjoy your
post.

14. 14
Preferred Audiences uses
these interest tags to help
prioritise page posts in
News Feeds for each unique
reader based on topics that
they are most likely to
engage in.

15. 15
Note: Interest tags
DO NOT limit reach.

16. Tips for Adding
Interest Tags

17. 17
Ask is what types of
people are most likely to
engage with your posts
and what are their
interest?

18. 18
You can go beyond the
keywords within the post.
Here we added the tag
“hiking” because we felt
the audience was relevant.

19. 19
Facebook recommends
starting broad like
“cycling”

20. 20
Facebook recommends
starting broad like
“cycling”
…but avoid top level
categories like “Sports”
and “Physical exercise”
which is probably too
broad and may not engage
audiences.

21. 21
And then narrowing down
to sub-­‐topics like “bicycle
touring” and “mountain
biking”

22. 22
We will use this post
to show you
examples of interest
tags that can be
used in the next few
slides.

23. 23
WHAT IS THIS POST
ABOUT?:
Soccer, English
Premier League,
Barclays Premier
League, ESPN FC,
Totenham Hotspurs,
Liverpool FC

24. 24
ADD NAMES OF POPULAR
PLAYERS AND MANAGER:
Kane, Sterling,
Klopp, etc.
WHAT IS THIS POST
ABOUT?:
Soccer, English
Premier League,
Barclays Premier
League, ESPN FC,
Totenham Hotspurs,
Liverpool FC

25. 25
ADD NAMES OF POPULAR
PLAYERS AND MANAGER:
Kane, Sterling,
Klopp, etc.
WHAT IS THIS POST
ABOUT?:
Soccer, English
Premier League,
Barclays Premier
League, ESPN FC,
Totenham Hotspurs,
Liverpool FC

26. 26
Facebook
recommends 6 to 10
interest tags
(maximum 16)

27. AUDIENCE
OPTIMISATION
(PART 2):
Audience
Restrictions

28. 28
Audience restrictions
limits visibility of your
posts to specific
demographics

29. 29
In this case, you may
only want people in
San Francisco

30. WHAT DOES AN
AUDIENCE
OPTIMISED POST
LOOK LIKE?

31. 31
Here is an example of
what an Audience
Optimised post looks like
(source: Social Media Examiner)

32. 32
Non-­‐ Audience Optimised
posts have a GLOBE icon
Audience Optimised posts
have a WHEEL icon
(source: Social Media Examiner)

33. AUDIENCE
INSIGHTS

34. 34
Audience Insights shows
you how each of the
interest tags are
contributing to the post’s
reach, clicks, shares and
likes.

35. 35
This is a great way to get
a better understanding of
your what posts work
with which segment of
your audience.

36. SUMMARY
•Facebook recommends 6 to 10 interest tags.
•Focus on describing the interests of people who are likely to
enjoy the post. Ask yourself these questions.
•Facebook recommends adding broad and narrow interests
tags
•You can restrict by demographics using the AUDIENCE
RESTRICTION feature.
•Overall, if done right, you should see better engagement for
your posts.