Article

Jan Zajac
Jan Zajac 14 November 2016

Facebook Fan Interests - Why You Should Care

Unfortunately for social media marketers, you aren't they only thing that your fans and followers like. They have other interests, they like other pages, and they stay up-to-date on a lot of different topics. This doesn't have to be a bad thing though. Your fan's and follower's other shared interests can actually help you connect with them better and engage them more.

Knowing your fan and follower interests can help do all of this for you:

  • Tell you more about your fans
  • Understand your relation to your competitors
  • Better target your audience
  • Verify your results and adjust accordingly
  • Understand crisis situations and react properly

That's a lot of benefits! But unfortunately, Facebook's Audience Insights doesn't give us this kinda of data. It won't let you compare any page you want, what specific profiles your fans like, or truly explore what your fans are interested in. But that's why the Sotrender Research Team offers something that does all of that: Interest Analysis.

Sotrender's Interest Analysis

Using Sotrender's database, Interest Analysis will show you what other pages your engaged users like and how engaged they are on those pages. The analysis makes it easy to compare yourself to your competition and industry leaders. It's an excellent tool to improve you social media marketing strategy.

You can see where fan and follower interests intersect by comparing your page to:

  • All users of the social media platform in your country.
  • Your direct competition.
  • Specifically chosen profiles.

Sound a bit too good? Just check out some of it in action:

Here we compared Coca-Cola UK to all other Facebook pages in the UK. The left column tells us the amount of common engaged users, while the right column tells us the what percent of their total fanbase that constitutes. We can see that the Daily Mail has the most common engaged users with Coca-Cola, which makes up 0.05% of their fans. 

With this data, we can see that Coca Cola fans are also engaged by news sites. So we can conclude that posts involving relevant news stories will also interest them on Coke's page. As long as they can relate it to their brand appropriately. 

Or have a look at this Interest Graph:

Here you have a visualized picture of how your brand relates to other custom chosen brands. The thicker lines means that there are more engaged users shared between the brands. So in this case with Coca-Cola, we compared them to the top beverage brands from Sotrender's Fanpage Trend's UK report. We can gain valuable insights from this, like how Pepsi has more common engaged users with the other brands than Coke. Or that innocent, a smaller brand, has a lot of engaged users compared to the rest. Or that Lucozade Energy isn't on quite the same level as the rest of the brands.

There's a lot to learn from Interest Analysis. You can understand your audience better, see how you compare to the competition, improve your targeting, understand crises, verify your results, and improve your overall strategy. It's the perfect tool for social media marketers to better suit their content for the brand's social media audience.

Want to learn more about Interest Analysis? Check out this blog post or contact us here!

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