This lesson prepares you to understand your audience on Facebook and Instagram and differentiate between people who like your Page, followers and people reached.
This lesson prepares you to:
- Understand your audience on Facebook and Instagram.
- Differentiate between people who like your Page, followers and people reached.
Why you should grow your audience
Consider three things that are important in every ad: your customer, your creative and your copy. Let’s explore those elements a bit more. When you attract an audience on social media, your marketing messages can reach more people who are interested in your business.
Meet Lucky Shrub
Lucky Shrub is a one-stop shop for garden design and maintenance. It has a nursery that offers local delivery and a website that sells plants and gardening supplies.
Maria, the owner of Lucky Shrub, just created a Facebook business Page for the shop. She posts images of gardens that Lucky Shrub has designed, as well as some of her favourite plants. She wants to attract more visitors to the Page to increase awareness of Lucky Shrub’s new same-day plant delivery.
Maria wants to find more customers who are replanting their home gardens.*
*Disclaimer: Lucky Shrub is a fictitious business designed by Meta creative shop. Any similarities to content produced by real-life businesses are not intentional.
People who like your Page, followers and people reached on Facebook
People who like your Page
These people actively like your company, brand or product. They are the most engaged audience and advocates you have, and they’re usually eager to hear from you.
Followers
These people want to stay updated on your company, brand or product.
People reached
These are people you reached with your message. This group is not as close to you, and it takes a bit more effort to reach them.
People who like your Page
When someone likes your Page, they’re showing support for your business.
People who like your Page also follow it automatically, which means they may receive updates about it in the Feed. Your Page will also appear in the Likes section of their Facebook profiles.
There are 3,007 people who like Lucky Shrub's Facebook Page. These people may see messages and updates from Lucky Shrub in the Feed, and people who visit their profiles can see that they like Lucky Shrub’s Page.
Followers
Followers of your Page may receive updates about it in the Feed. People can follow your Page even if they haven’t liked it. People can also unfollow your Page.
Lucky Shrub has 1,881 followers. These people want to see messages and updates from Lucky Shrub’s Page, and may see Maria’s posts in their Feed. Lucky Shrub’s followers include some of the people who like the Page, as well as some other people.
People reached
When people who follow or like your Page share one of your posts, that post will reach a larger audience. People reached includes people who like your Page, your followers and other people who saw the post.
You can also use people reached to promote a post to a larger audience or use Meta advertising tools.
When Lucky Shrub’s followers share the business’s posts with their friends, the posts reach more people. If these new people like the posts, they may also decide to like or follow Lucky Shrub’s Page or learn about Lucky Shrub’s same-day plant delivery.
Followers and people reached on Instagram
Once people follow your account, your posts and stories will appear in their feeds automatically.
For example, Hair Day is a salon that specialises in haircuts and colour. Pria, the owner of Hair Day, has been working to increase awareness of the new hair-dye kits for sale on the salon’s website. Hair Day has an account on Instagram with 120,000 followers. Each time Pria shares a post, it appears in the Instagram feed of these followers.*
*Disclaimer: Hair Day is a fictitious business designed by Meta creative shop. Any similarities to content produced by real-life businesses are not intentional.
People reached
Other people who don’t follow you can also see your posts and stories, which increases your total audience. There are a few ways this can happen:
- Followers share your posts, stories or business profile with their community.
- People find your posts or stories from hashtags that you use.
- People discover your post or story in the Explore tab.
- You use advertising tools to expand your reach.
When Hair Day’s followers share the salon’s posts with their friends, Hair Day can reach new people. And when people search for the hashtag #brighthair, they may see stories and posts from Hair Day that have used this hashtag.
Key takeaways
Your online audience is the group of people who you can reach with your messaging.
When you attract more followers on Facebook and Instagram, you can reach more people who may care about your business.