Facebook to introduce additional targeting for page posts, including age, gender, relationship status and education

Facebook is planning to allow pages to target their posts to new subsets of their audience, including fans of a particular age range or gender, according to a marketer who was briefed by a Facebook representative about the change.

This change, which has begun rolling out to some pages today and should be available to all pages within a few weeks, will give marketers more control over how they communicate with their audiences, and may lead to fewer unsubcribers and more People Talking About if fans start seeing more relevant content.

Age and gender join the existing targeting options of location and language, but it’s unclear whether interest-based audience segmenting will also be allowed. The social network recently announced that it is deprecating an option to publish updates to users who clicked Like buttons on Open Graph objects around the web, so this upcoming targeting option for pages could be a replacement. We’ve reached out to Facebook for more information about which additional criteria page owners will be able to select for targeting their posts.

[Update 7/31/12 11:17 a.m. PT - Facebook did not offer any details about possible targeting options coming to pages. They replied with the following statement, “We are always testing new features across the site. We have nothing further to share at this time.”]

[Update 7/31/12 11:52 a.m. PT - It seems interest-targeting will not be an option for now. Another marketer tells us these are the targeting criteria that will be available for page posts:

- age
- gender
- interested in
- relationship status
- language
- education
- workplace
- location (country, state, city)]

Page post targeting will only apply to News Feed distribution. All posts will remain visible from the page’s Timeline. This will allow the friends of fans who don’t meet the targeting criteria to see stories about their friends Liking or commenting on the post.

The change will benefit page owners who want additional controls to tailor messages to different subsets of their audience. If pages take advantage of the feature, users will see more relevant content. This will likely reduce the number of fans who unsubscribe to posts or unlike pages. It could also help pages increase the Talking About This metric by allowing admins to create multiple posts per day without overwhelming fans. Targeting posts by additional criteria will reduce the number of impressions per post, but feedback should increase if content is more relevant to the fans who see it.

Facebook has offered the ability to target page posts by location and language since 2009. Page owners can currently select location and language targeting options from the page post publisher by clicking the drop-down menu next
to “Post.”

Update 7/31/12 11:52 a.m. PT - Here is an image of the new targeting feature from a guide Facebook has shared with some page owners:


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11 Responses to “Facebook to introduce additional targeting for page posts, including age, gender, relationship status and education”

  1. Facebook Rolling Out Enhanced Page Post Targeting - AllFacebook says:

    [...] Facebook page administrators will soon be able to target their posts by various criteria, with the feature reportedly rolled out to some pages already, a marketer who was briefed by a Facebook representative told sister blog Inside Facebook. [...]

  2. On Target: Facebook Unveils a New Way to Reach Your Customers « Curiously Enough says:

    [...] status – language – education – workplace – location (country, state, city)]   Image courtesy InsideFacebook.com Enhanced targeting has numerous advantages. As InsideFacebook notes:   The change will benefit [...]

  3. Facebook añadirá más indicadores a las páginas « Punto Media says:

    [...] La compañía de Mark Zuckerberg ofrecerá a los responsables de comunidad nuevos indicadores en las páginas de Facebook para  dirigir el contenido con más precisión a la audiencia, según Inside Facebook. [...]

  4. Facebook Announces Page Post Targeting | Edelman Australia Blog says:

    [...] InsideFacebook: Facebook to Introduce Additional Targeting [...]

  5. Facebook introducing targeting for page posts | social media tide says:

    [...] to a marketer who has been briefed directly by Facebook (and insidefacebook.com), they will be introducing targeting filters for posting to pages. This means while you’re [...]

  6. Oreos, Social Soccer and Rim Dogs says:

    [...] Facebook to introduce additional targeting for page posts – have you ever wished that you could send a page update to a [...]

  7. Facebook Confirms Targeted Page Posts - AllFacebook says:

    [...] officially confirmed reports earlier this week that page administrators can now target their page posts by various criteria, and not just location [...]

  8. Shanee’s Social Media News Round-Up (August 6, 2012) « Shanee Ben-Zur says:

    [...] New age/gender targeting profiles coming to FB pages: http://www.insidefacebook.com/2012/07/31/facebook-to-introduce-additional-targeting-for-page-posts-i… [...]

  9. Facebook Enhances Targeting Options for Page Posts | ChirpUp.com says:

    [...] to InsideFacebook, the Page Post Targeting interface will look like [...]

  10. Groups for Facebook Brand Pages in Beta « BlackFin360 – Digital Social Mobile Solutions says:

    [...] to facilitate natively within Facebook. Things are definitely changing with the recent roll out of additional precision targeting to segment content by various attributes beyond location and language, Facebook is making it easier [...]

  11. Facebook: New Targeted Posts in Testing | Sociality Squared Blog says:

    [...] to be more relevant to your fans? Now you can. Facebook started testing their new post targeting near the end of the summer. Only a small percentage of Pages had access to the new tool until September. Currently, a few [...]

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