Facebook Fan Page Demographics: Likes, Reach and Talking About This

A couple of months back, Dennis Yu stopped by and wrote a compelling post about understanding where your Fans are. He took a very unique approach to finding this information and gave some great tips for putting that info to work.

Today, I want to take a step back. There is some very simple and easy to find demographic data that you need to know. And if you aren’t monitoring it now, you’re not doing your job.

1. Likes Demographics

Dennis touched on this in his post as well, so we’ll start here. Within the web version of Insights, the Likes tab includes the following demographic details related to the people who like your Page:

  • Age
  • Gender
  • Country
  • City
  • Language

Facebook Page Likes Demographics

This is all lifetime data, so Facebook makes it ridiculously easy for you to make sense of this.

The demographic data (particularly for Likes and Reach) that Facebook provides is one of the rare (only) times that I prefer web Insights over the exports. Your Page Level export includes this information as well, but it’s within countless cells and columns and it’s difficult to decipher.

There are four tabs near the end of your export that provides this data.

Is It Important? Well, kinda. Not really. Sure, it matters where your Facebook Fans are. But there are numerous reasons why this data could be close to worthless.

Have you ever bought likes? That would lead to dead accounts. That would make this data worthless.

Have you ever focused ads in certain countries only because the likes were cheap? That could lead to worthless results, especially if you targeted a bot-heavy country.

Do you have Fans on the other side of the world, but you only post while you’re awake? In that case, it’s unlikely you get much reach or engagement from those neglected countries.

Who your Fans are and where they’re from aren’t nearly as important as…

2. Reach Demographics

Who are the people you actually reach with your content? Where are they from? Are they male or female? How old are they?

This is the information that is found within the Reach tab of web Insights.

Facebook Reach Demographics

Once again, I prefer this display to the Page Level export, which is simply mounds of cells, columns and rows. Everything you need to know about the people you’ve reached during a given week is right here. But you can find the weekly Reach demographic data within four tabs after the Likes demographic info.

Weekly? Yeah, I know. Not real sure why Facebook only provides weekly stats on this. But they do.

Is It Important? Sure, it’s more important than the Likes demographics, in my opinion. However, keep in mind that the people you reach includes non-Fans as well. So this data can get distorted in a hurry.

Do you advertise a lot? Is your advertising strategically focused? The answers will help determine just how valuable Reach demographics are for you.

I’d be most curious about what your Reach demographics are for a normal week without advertising. Or several normal weeks without advertising. This is the type of information that can help determine how you craft your content for a target audience.

That said, I’d be more interested in…

3. Talking About This Demographics

This is what matters, right? You may have a bunch of Fans whom you never reach. And you may have a bunch of Fans you reach but who never engage. But how about people who actually create stories about your content?

Once again, this includes non-Fans. And it can be skewed a bit with heavy advertising. But this is where you need to focus your attention.

Check out the Talking About This tab within web Insights…

Facebook Talking About This Demographics

Facebook must know this is more important since they provide more tabs within the Page Level export:

  • Daily, Weekly and 28 Days Age/Gender (one tab each)
  • Daily, Weekly and 28 Days Country (one tab each)
  • Daily, Weekly and 28 Days City (one tab each)
  • Daily, Weekly and 28 Days Language (one tab each)

Since web Insights only provides weekly Talking About This demographics, I actually prefer the export this time. I prefer the option of looking at chunks by Daily, Weekly and 28 Days.

What’s interesting is that if you focus only on Likes demographics, Brazil is my third most popular country. If you focus on Reach, Turkey is third and Brazil is sixth. If you focus on Talking About This, Brazil is fifth and Turkey is nowhere to be found.

Is It Important? Heck yes, it is! These are the people who engage most with your content. They not only engage, but they create stories to help your content go viral. You need to cater to these people!

My Talking About This Demographics

This is constantly shifting for me, but this is currently my audience that creates the most stories:

  • Women aged 35-44
  • From the United States
  • Speaking English

The most popular city is currently Los Angeles, but that sample size is so small that it’s insignificant.

What It Means

I need to monitor this closely, but these results mean a couple of things for me:

  1. I should have American women, ages 35-44 in mind when crafting content;
  2. I should write more content that reaches people on the other side of the world.

Part of the reason my Talking About This demographics are skewed the way they are is my own fault. I haven’t been scheduling content lately during my sleeping hours. I need to!

Your Turn

Check your demographic data. What does it tell you? Let us know in the comments below!

  • http://www.BlitzMetrics.com Dennis Yu

    While it’s sort of interesting to break out fans, reach, and storytellers by standard age, gender, and location buckets, what’s MORE interesting is if we can see how we index against the population. In other words, knowing density is more important than just total interactions, since we can use density to refine our organic and paid targeting.

    Further, if I had some trending against any of these buckets, I would know which way things are going, as well as how any of my content, apps, or offline media are impacting these stats.

    Finally, were I in charge of Facebook’s Insights, I’d make direct recommendations on what to do based on a few well-placed alerts. Isn’t that better than making you have to log in each day and go through every chart to look at what went up or down? Any monkey could do that.

  • Pingback: Facebook Fan Page Demographics: Likes, Reach an...()

  • http://www.facebook.com/aileen.irias Aileen Hernandez Irias

    Jon, I’m always trying to figure out what to concentrate on, be it the likes, reach, or people talking about this. As far as new likes, it seems ads is the way to go because it difficult to get my fans to share. They’ll “like”mostly, and sometimes comment. But, it’s the shares that will eventually get more new likes without the use of ads. So, your suggestion to see who’s talking about the content and then creating content that will attract those fans is definitely the way to go.

    • http://www.BlitzMetrics.com Dennis Yu

      Hi Aileen– what’s your business metric? Forget about fans and interactions for a second. What would you like to be able to track from Facebook, whether or not it may be possible?

  • http://www.scotthoward.me Scott Howard (ScLoHo)

    I did an experiment to see if I could decrease the cost of likes in our paid ads. Disclaimer: Yes I know that LIKES are not the best measurement, but they had a goal set up before I took this position to climb to 100K by the end of 2013. When I began at the end of February they were around 43,000. Beginning April 8th, for two weeks I broadened our ads to include more English and Spanish speaking countries and surpassed 101K. Now I’m back off and going back to targeting USA and Canada to see if we can increase engagement using some of the methods you and Dennis Yu talk about. Thanks for your continued writing.

    • http://www.BlitzMetrics.com Dennis Yu

      Scott– have you tried custom audiences or action specs? This will really make your ROI shine!

      • http://www.scotthoward.me Scott Howard (ScLoHo)

        Hi Dennis, I’ve been just starting to dig into that this past week with a new campaign that starts this weekend.

        • http://www.BlitzMetrics.com Dennis Yu

          Scott– awesome. Let us know how it goes, especially if you use lookalike audiences from CAT.

  • Pingback: Facebook's Real ROI Secret? Fan Page Demographi...()

  • http://antoniocalero.com/ Antonio Calero

    Demographics…you’ve touched here one of my favourite topics! I think somehow your Likes Demographics are also a very important. Why? Because it is the first step to get into PTAT (step 2) and Reach (step 3): if your content is not good for your Like demographic, then not many people will create a story and thus your Reach will be affected.

    So even if you are right in saying you should adapt your content based on your audience (I wrote about this recently), you shouldn’t neglect the Likes.

  • Pingback: Facebook Fan Page Demographics: Likes, Reach and Talking About This | Abir Roy()

  • Pingback: Facebook Fan Page Demographics: Likes, Reach and Talking About This « Inbound Marketing « ThinkUp New Media()

  • Pingback: You Like Me, You Really Like Me | Arts Gone Social()

  • Pingback: Timeline for Facebook Pages Content Curation - An intelligent Article site - Audilicious()

  • gabriel

    hi i need a help please
    someone likes my fan page, but never messaged it, and this was months before, and i have more than 200 k fans , problem is : i want to block him from my page permanently , usually i go to see all likes and i found but since this was a long time when he liked my page so it won’t showm i have tried searching with control F but does not work , i have tried blocking him through his URL but does not work too, you might ask if he is not messaging or annoying why i want to block him , answer is i dont want him to see my page posts or photos at all , kindly help me thanks a lot

    • http://jonloomer.com/blog Jon Loomer

      A user can always see your posts because it’s public. Even if you found a way to block them, they’d only need to log out and view your page without being logged in.

  • Jessie E.

    Hi Jon. I really appreciate you writing this post. We all have such difference ways of gathering and using analytics. One thing I am uncertain of is the difference between “Talking About This” and “Engaged” in the Facebook export data. I was under the impression that they both helped glean activity with a like, comment, share, etc.

    I have been tracking post efficacy on a % reached who were also engaged formula. Do you think I should be tracking “Talking About This” as a percentage of the # reached instead? Thanks so much!

    • http://jonloomer.com/blog Jon Loomer

      Hey, Jessie! Talking About This is the number of users who have created a story about your Page or content (like, comment, share, offer claim, page like, etc.). Engaged User is anyone who clicked anywhere within your content, whether it resulted in a story or not. This includes ALL CLICKS. It also includes stories generated that were not the result of a click.

      This post could be helpful to you regarding what I follow:


  • heidi

    Good article, Jon. Thank you. Tell me why – if Likes are up and People Talking About is up, the Reach is down? Can’t figure this out. I see the numbers reflected on the Overview in Insights. What do you know about this?
    And – why are the date [parameters different for Like, People Talking, and Reach? In mousing over each one (again, in the Overview) I can see the date parameters and they are not consistent. Thoughts?

    • http://jonloomer.com/blog Jon Loomer

      Understand that this doesn’t cover fans only. So reach will be impacted by the sizes of the audiences of those talking about your content (viral) as well as advertising (even bigger impact). If you advertised less, reach is almost assuredly going to be down.

      Regarding parameters, Facebook likes to keep us on our toes!

  • Belle Neptune

    I just started using FB to promote my business. After 2 days and under $20, I went from 0 to 400, woot! Happy dance. I suppose it’s too early to get demographics, but from what I can gather, most people are from Brasil. I LOVE YOU, BRASIL! I’m going to make a special BRASIL appreciation dress, just for them ( probably a short one), Hahahahaha.

    • https://www.smhype.com smhype.com

      They work in the same way that we do except we provide a lot more likes for a lot less money, Check us out: https://www.smhype.com

  • SocialM

    Just a small query – Does Facebook provide Demographic data for public Pages (through its APIs or any other way) i.e. if I want to know demographic details of a competitor’s Page, will I be able to get that data anyhow

  • lover

    The city and country data of people reached and engaged depend on countries in thier profile or ip location pls let me know

  • me

    your page is unusable without adblock…will never visit again.

  • Cody Lindstrom

    I have looked at the insights page before but this helped me further understand why some of the data is deemed important. What I’ve been looking for is a graphic representation of demographics, like a “world map” application that I can put on my fan page. I would love for fans to see where the other fans are coming from. My advertizing is global, but focuses on a select group of countries and through those focus groups I’ve gone global on a very small scale. Does anyone know of such a “demographic map app” per say? MSG me or of course log on to my page Cody Lindstrom-Official and send me a message please

  • Shannon McNamar

    How/where do you find access to this data on FB? I’m an analyst for a retailer, but no IT guy.