✅ Requirements
In the "My profile" section, the first two boxes "Connect your Facebook account" and "Manage your ads account" are green.
👉 Step by step
To launch a profiling configured based on Meta criteria, choose to create a project and then select "Facebook & Instagram audiences".
👉 While creating your project, keep in mind some best practices!
The overview of your audiences
Here you have all the information about your target and benchmark audience. It's an overview that allows you to check the universe, age range, gender, and geolocation of the people you want to analyze, as well as the same information about the people you choose as a reference.
Always keep an eye on these two boxes, the size of the audience varies according to what you choose as discriminating criteria and general setup.
Your project's setup
Choose a name for your profiling project. Don't hesitate to find your own nomenclature so that you can easily understand which project it is at a glance.
👉 Here is an example of what you can do, but of course, it remains specific to your use: "FR_Watches retailers" or "FR_Watches_18/30" to be understood as [country code] _ [subject analyzed] _ [age range].
Your project universe is very important!
Choosing your project universe will define which map you will have in the results. If you choose France, you will get detailed insights on the France map; if you choose the world, you will see a world map in your results, etc.
But more than a visualization, choosing a project universe also allows you to have insights including interest criteria specifically related to the selected universe.
Locate and refine your audience
By default, the geolocation is adapted to the project universe you have previously chosen. Then click on "More option" to refine the target audience.
This window allows you to configure several important elements:
Choose to base your profiling on data from Facebook, Instagram, or a combination of both social networks.
Choose to segment by gender (male/female) or select both.
Choose the age range that interests you the most.
Define the languages spoken by the people you want to profile.
Play with relevant criteria
This is the fun part! 🎉 This is where you can choose the relevant criteria that will give you the much-awaited insights. Building a good audience is therefore crucial to get relevant results. To build your audience in the most complete way possible you have the possibility to add several levels and/or to exclude certain criteria.
👉 Let's say you want to know who is interested in Rolex OR Jaeger-LeCoultre
But you need to make sure you focus on luxury watches lovers, so you can add a new layer to your audience.
And finally, you want to make sure you don't get the people who are interested in F1, you decide to remove that aspect from your audience.
You can read your audience as people with an interest in "Rolex" OR "Jaeger-LeCoultre" AND "Luxury Watches" without an interest in "Formula One" OR "F1".
What about the benchmark (reference audience) ?
As you can see, you can edit the benchmark audience by clicking on the "edit" button in the second box. By default, the reference audience will be linked to the geolocation chosen for the target audience, without the distinctive criteria.
But you may be wondering when to edit this benchmark audience. There are a few scenarios that might help you:
When comparing two similar entities to highlight differences and similarities
💡example: 2 brands, 2 celebs, 2 football clubs, etc.
When comparing an entity to an industry/field
💡example: coca cola lovers vs. fizzy drinks lovers, cat lovers vs. pet lovers, F. Alonzo vs. F1 fans, etc.
When highlighting competitive analysis to see your market share, your competitor's market share, and the areas in between that you need to address.
💡example: "we're doing great for the environmentalist profile but actually when comparing to our competitors, we're dead last in that category"
When opposing two different ideology to identify which criteria belong to which ideology.
💡example: "political Left Wing vs. political Right Wing"
🙌 Best practices when creating an audience
There are a number of things to bear in mind when creating an audience. If you'd like to delve deeper into the subject, this article will teach you all about it!
Launch your project
After clicking on "Launch your project", a confirmation window will appear and you will have all the details of your profiling configuration. Once confirmed, you can no longer change the analysis criteria.
It only takes a few minutes to get results 👉 The perfect time for you to go get a coffee so you're ready for the analysis. ☕️