With that newfound knowledge that can be so transformative and make a difference in your work, life, or world. That’s why this week we are focusing on the power of audience demographics – how to define them, how to access this treasured data, and what it can unlock for you as a creator to take your show and content from good to great!
We can all agree: creators are brands. You are curating your brand daily through your voice, show, videos, social presence, partnerships and more. You inherently know what topics, guests, partners are aligned and which are absolutely not. So like any strong brand it is imperative you
. Your audience is your community – you create for them and, in turn, they continue to support you. It’s a beautiful symbiotic relationship that can keep you inspired and keep your audience engaged, entertained, and dedicated to you.
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To learn more about their audience. It’s a great question without a straightforward answer. However, there are many tools that can help you piece together the DNA of your audience. We recommend you start with these:
We get so excited anytime we see a creator taking the time to understand their audience. It shows how passionate and serious they are about their brand, craft, and doing right by their community. We hope this helps you feel empowered to research and action whatever information you can find to continue to create successful content.
Gumball can now conduct listener surveys for creators on platform! If you’re interested in running a listener survey for your show, contact us at partnerships@gumball.com.
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The Monthly Drop: 6 Creators We Suggest For Upcoming Ad Campaigns New creators covering everything from trees to gaming have joined Gumball in the last month.
Celebrate AAPI Heritage Month with Content From Some of Our Favorite Creators May is Asian American and Pacific Islander (AAPI) Heritage Month, and we are celebrating by sharing some of our favorite AAPI creators transforming the podcast and YouTube spaces.
The Monthly Drop: 6 Creators We Suggest For Upcoming Ad Campaigns New creators covering everything from music to true crime have joined Gumball in the last month.Want to know how we brought in a conversion increase of 129.73% and a CPA decrease of 70.62% for one of our clients?
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A teaspoon of really smart decision-making, mixed with just one Facebook interest targeting audience. Give it about two weeks to simmer, and then reap the rewards.
A lot of Facebook (also known as Meta) marketers out there are as skeptical about interest ad targeting as they are about using mace in a recipe.
But to give you the detailed version of the answer, in this article we’ll shed some light on what interest targeting is (and detailed targeting as a whole), how to use it,
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Plus, if you hang around till the end, there’s a secret hack waiting for you that not many people know about–and it’ll take your Facebook advertising to the next level. 📈
Unlike custom audiences, which build lists based on data your pixel and Facebook have gathered specifically about your visitors and viewers, Facebook interest targeting audiences are built using data on the interests of Facebook users platform-wide.
Using this data, Facebook then sorts these people into audiences based on the interest they’ve shown toward certain things. A person whose habits have shown they’re interested in football may be placed in the football interest audience list.
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These audience lists can contain millions of people if they’re very broad. More specific audiences may contain hundreds of thousands of people. There are also overly specific audiences, which are targetable but contain a number of people so small it’s hardly worth targeting them. When I say “so small, ” think under 10, 000 people.
When you target an interest audience, you’re targeting all individuals on that audience who also meet any other audience criteria you’ve set, like:
For example, if you’re targeting the football interest audience, and you’re also targeting the United States, your ads will show only to people on the football interest audience who also live in the United States.
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Just to add a little clarity, you’ll notice that when you’re looking around in Facebook Ads Manager, you won’t see a setting called “interest targeting” right away.
So, even though we’re talking about interest audiences, which is the largest of the three detailed targeting types, it’s good to keep in mind that there are other detailed targeting options available that you can layer to your strategy.
For example, you can see that we’ve used multiple types of detailed targeting in the screenshot above to hone in our audience better–people who are in college, and whose interest is “medical students.”
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By itself, that interest category is pretty broad for our purposes. How do we know that just because they’re in a medical student interest audience that they actually are (or planning to be) medical students? How do we access the right audience?
Being interested in something and being something are two different things. So, we honed it down by combining that audience in an “and” function with a demographic audience–people who are in college, who are more likely to at least be students. And those people are more likely to be, or be interested in becoming, med students.
Using all available detailed targeting types to create a more relevant (and still significantly large) prospecting audience will be your saving grace when building out your campaigns.
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In my career, I’ve had plenty of clients who didn’t want to advertise to anyone other than the most bottom of funnel audiences possible. I‘ve even received directives from manufacturers who put severe restrictions on how much we were allowed to spend on upper funnel campaigns, and banned audiences that were too top of funnel for their tastes.
Dominate costs. They don’t often generate those bottom of funnel conversions that are most valuable to businesses–i.e. they’re not directly responsible for a sale.
So, for a prudent businessperson, it’s easy to say that top of funnel audiences are a waste of money and should be cut from the program.
Meta Pixel (formerly Facebook Pixel)
Prospecting, by definition, is the act of targeting top of funnel audiences whose intent isn’t very hot, meaning they might not be very close to a conversion.
Interest targeting audiences fall in the prospecting category. These are people who are interested in something, but not necessarily your product (yet).
If you play your cards right and pick smart audiences, they’ll be potential customers whose interests align nicely with your product’s appeal.
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The more people across various interest audiences who see your ads and visit your site, the bigger your retargeting audience will become, and the more prospects you’ll have with high intent.
If you target only your bottom of funnel prospects with your advertising and expect the trickling of organic traffic to keep feeding your retargeting list, you’ll eventually wear out your welcome with your retargeting audience members.
This is because the rate at which you show ads to people who have visited your site will overpower the rate at which new site visitors are added to your retargeting audience. You’ll get the conversions you can out of your retargeting audience, and then you’ll run the intent in that list as dry as a bone.
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If you’re in that place right now, wondering where all those retargeting conversions went that you were getting not that long ago…well, now you know.
Your retargeting list is much smaller than your interest targeting audiences will be. To avoid retargeting fatigue, you should ideally be spending about 70% of your budget on prospecting.
Of course, in eCommerce, we love existing customers who make repeat purchases. But if we rarely add new customers to our loyal fan base, we’re relying on those repeats to build our business up, and that’s a mission doomed to fail.
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Opening your audiences up to interest targeting expands your opportunities to be seen by those who don’t know your brand or your product yet, but are interested in something that makes your product appealing to them.
Such is true of any broad prospecting targeting, but at least with interest audiences you know what this audience likes, which can be a more relevant audience to target than, say, a demographic alone.
Granted, Facebook’s signals that allow it to bucket people into certain audiences aren’t perfect. Some people may be bucketed into interest audiences because of something they’ve
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Plus, with increasing restrictions on tracking from iOS14, Facebook now has to make inferences about people who have opted out of tracking on that iOS, which can lead to a margin of error.
But based on the success we’ve seen with interest targeting, we’d say that at least right now, the margin of error is acceptable.
You’re now familiar with the what and the why, so now it’s time to get into the juicy details of interest targeting (and detailed targeting) that will help you get started.
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All audience targeting happens within the ad set. If you’ve already created a campaign, and an ad set within that campaign, then finding your interest targeting to make a new audience is as easy as going into the ad set and scrolling down. You’re looking for the “Audience” section.
Like we mentioned before, interest
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