Comparing your active audience to your fans on social

There’s a lot to keep track of on social when it comes to your audience, which is why we do our best to make our reporting as simple and communicative as possible.

With that in mind, we thought we’d discuss the differences between your fans and the specifics of your active audience using Facebook as an example— plus how you can use this information to tweak content for your audience on other social platforms.

Got questions or something we missed? Find us on Twitter @UnionMetrics.

Fans vs. demographics

When it comes to breaking down your audience, you want to pay attention to who is actively engaging with your content by clicking, who is just passively consuming it, and who is just following you (algorithm changes mean those followers might not be seeing much of your content, after all).

For example, you might see a difference in the age of your audience and of your fans. That means you might need to look at the content you’re creating; is it aimed at your fans, or at the audience who is actively engaged with what you’re posting? Try tweaking it for the latter and see if your engagement increases.

In the screenshots below (courtesy of analytics from yours truly) the difference isn’t extreme, but it’s still something to keep an eye on and test content tweaks with.

fan age fb audience age fb

For another example, we can look at a large difference in the number of fans for your Facebook Page vs. the actual audience you’re reaching. While that isn’t unexpected these days, it’s still important to pay attention to.

Fans FB number Audience FB number

There could also be a difference in where your active audience lives and where your fans live. Your actual audience might be bigger in Chicago while many of your fans are in LA. This kind of information has a big impact if your brand is planning events, particularly something like a campaign traveling to different cities for face time at IRL events.

If you can only choose certain secondary cities, you want to make sure those events have the most impact possible.

fan location FB audience location FB

Want even more examples? You could be a tourism board for a particular state and find that a lot of your audience is located in another particular state. That tells you that you should target more paid advertising at people living there who are obviously already interested in taking their next vacation with you.

Or you could be a mommy blogger with a lot of fans/followers in NY, but more of your audience in Iowa. That would definitely make a difference in guest posters you consider, the products you might review, even live events like conferences you might decide to participate in.

There is obviously no shortage of meaningful differences you can find between your followers and your active audience. So what else can you do with this data?

What you can do with this data

Extrapolate what you’ve learned to other social platforms: Is the active, engaged audience you have there the same one you’ve built personas around and are creating content for?

It might be a good idea to check in and revise where necessary. You don’t have to completely reinvent your content approach either; simply tweak what you already have and see if you get better results. Take that information to build a new content strategy in the future, especially around new campaigns.

Like these screenshots?

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Photo by Tim Bennett on Unsplash