Today Facebook announced that they will be doing something that I’ve wanted for a long time now. If you guessed that they will now be allowing brand pages to target posts based on fans’ Likes, gender, age and other demographics – then you are correct. Yes, that is exactly what they are doing. For now, of course, the new functionality is only available to a few extra-special partners. In the coming weeks it should apparently roll out to everyone.
Previously we could only geo-target or language-target. That’s good when you need to talk to one specific geographic location, but then you still run into spewing content about one subject to tons of people who could not care less. Content is the key nowadays to a successful social presence, especially on Facebook, so the ability to now spew content to people that actually like that content is very powerful stuff.
For example, you have fans that “liked” your Facebook page for multiple reasons. And these people themselves have other “likes.” And they are made up of different age groups. When you post about a wine event involving painting and what not, you realize that the younger crowd that follows you would rather chew glass. Now, you will be able to target that content specifically to your older fan base – whatever you deem “older.” And if you want to get even deeper, you could target folks that specifically are interested in wine, or painting, or both. The younger crowd that enjoys a trusty Keystone Light doesn’t have to know the post would’ve ever existed.
This should help with engagement on certain topics that otherwise just fell into a black hole.
One question from me would be regarding that engagement piece. We know that a typical post sent to everyone that follows you gets seen on average by 18% of your fans. Now, will it still be around that percentage within the interest or age targeted group? Or will it be better?
This could make Facebook ads’ future quite interesting, since the specific targeting is one element that made ads so powerful.
We can be sure there will be post booster promotions available. Gotta make money on this somehow. Gotta make those shareholders happy. Is that possible right now?
UPDATE as of 8/1: I learned today that apparently you won’t yet be able to target based on LIKES. Not yet, at least. Bummer. However, the new demographic targeting will be huge.