A new tool for publishers out of Facebook today seeks to help cut through the noise by offering a way to target individuals through their interests.
When a site shares a story, they’re able to tag it via a new ‘preferred audience’ option, based on topic. For example, this story might be tagged ‘Facebook’ and ‘technology’ which would help the company optimize who it shows to.
Facebook says that the new option actually raises engagement and those that participated in the beta found that by targeting the specific audience.
The New York times found that the tagging feature brought out “vibrant discussions” on its posts, because the right readers were shown the story.
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In addition, a new ‘audience insights’ feature provides visibility on how the post performed, with a breakdown by interest tag, so you’re able to see which one did best.
The features are available to all English-language Facebook pages from today inside the page post composer, Graph API, third-party publishing tools and Instant Articles.
➤ Introducing audience optimization [Facebook]
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