How does Anker run its Facebook advertising page?

Anker is a big player in the Amazon industry. Everyone admires him. No matter where he goes, he is always mentioned in the cross-border e-commerce industry. Hmm, it turns out that fame brings troubles...

Today I will analyze Anker from other perspectives. I will not talk about the product or study Amazon's approach. Instead, we will analyze the audience of Anker's Facebook page. We may be able to get a glimpse of some unknown inside stories of this industry leader. Of course, I will analyze it from the outside perspective.

Many students who do marketing must be very confused. Why do I edit posts very carefully, but user engagement has been stagnant? The biggest reason may be that you don’t know your users well enough. This article will teach you how to analyze your audience, increase your page user engagement, and reduce your advertising costs. In fact, if you make good use of the Facebook insight tool, you can draw many conclusions!

Facebook insights (audience analysis) can not only help marketers accurately place their ads, but also help marketers understand their own users, user habits in the target market and even analyze the user situation of competitors.

Below we will use Anker's fan page as an example to do an in-depth analysis.

First of all, let me talk about why Anker is used as an analysis case here. It is mainly because Anker's fans are basically real fans, and the audience fans will be more objective and real. Okay, let's get started. Enter your Facebook advertising management backend, find Audience Analysis in the tool, remove the United States in the location, and then enter Anker in the more keywords of interest. You will see the option of Anker Official. Select Anker Official, and the situation of Anker fans will appear in front of you (you can also enter your own fan page or other fan pages here. If you need reports from other competitors, you know what to do here). Below we will analyze the situation of fans from different dimensions with multiple pictures, so please be prepared and be warned of multiple pictures.

1. Gender

92% of Anker fans are male, and 58% are between 25 and 45 years old. However, on Facebook, 56% of users are male. From this we can see that most people who like Anker products are male. So for many companies that deal in 3C electronic products, if you want to do marketing, men aged 25-45 will be the focus you need to target.

2. Relationship status

36% are single users, and 44% are married users. Based on my judgment, people with relatively stable lives should have more demand for consumer electronics. Hahaha, if your products are rings and wedding dresses, you should take a good look at the indicator of people in relationships and engaged couples. In addition, the 16% marked by the arrow means that this 44% is 16% higher than the indicator of married users on Facebook.

3. Education level

70% of the fans are college students. In addition, we see the indicator of 67%. The proportion of graduate students among Anker fans is 67% higher than the proportion of graduate students in Facebook as a whole. It seems that graduate students are more likely to be digital geeks.

4. Industry

Here we see that American veterans, military fans, and IT and technology users account for 44% of Anker's total fans, which is 200%, 175% and 167% higher than the average figures of Facebook users for these three indicators. So I don't need to say much about what big sellers of consumer electronics should do in the future.

5, Home Page Likes

Here you can see the homepages similar to Anker. Some students may ask what these things are used for. Well, let me briefly explain one point. When we advertise, we can directly place the ads to the fans of these pages. I hope you can brainstorm other uses...

6. Category ranking

We see that many Anker fans also like pages of other categories. So can we do something about this? The answer is of course yes. I would like to mention one point here. I hope you can fill in the gaps on your own. When it comes to marketing, you can draw inferences from one example and think more. We see an actor named George Takei, so we can consider promoting Anker in places where George Takei's fans gather. This will be more accurate than randomly finding a place to promote.

7, City Ranking

We can clearly see that Anker is definitely better in the US market than in other markets, but if we look at another picture, there is an interesting phenomenon. 9% of Facebook users are from Cairo, but only 1% of Anker users are from Cairo. Here we know that Anker's promotion in the African market will be weaker. In addition, the consumer electronics market in Africa is still much smaller than that in Europe and the United States, so daily necessities may be more popular.

8, Country ranking

The United States, the United Kingdom, Germany, Japan, and Italy are obviously the five countries where Anker has been deeply involved. Australia, France, Canada, and other consumer electronics manufacturers also have strong spending power and you may consider working more in these countries.

9. Language ranking

84% of Anker's fans use British English and American English as their default language. If your advertising budget is limited, it would be better to target this group of people first.

10. Scenarios for using Facebook

83% of users use both PC and mobile devices to play Facebook, which is a 98% increase over Facebook's overall user figures. In addition, the number of Anker fans who use iPads and iPhones to play Facebook is also much higher than the average number on the Facebook platform.

11. Family

This statistic is limited to users in the United States, so let's select the United States as the location and look at the data of Anker's American fans in the United States. In general, Anker fans with a household income of $150K to $350K are slightly higher than the Facebook average. In general, the total number of users with a household income of $50K-$75K is the largest.

12. Purchase behavior

Anker's fans are more likely to buy business purchases, home and garden, clothing, sports and outdoors products, while the proportion of Anker fans who buy household products is relatively lower. This shows that housewives have a slightly lower demand for electronic products, which is in line with market rules. . .

13. Car Purchase

The Facebook data is really huge. Anker fans prefer to buy hybrid cars, and the number of people who buy Class B cars is below average.

14. Other factors

Selecting detailed factors such as relationship status, interests, relationship network, residence, parents, politics, etc. can make all the results more detailed, and filter out more precise fan groups from precise fans. The mystery here really requires some effort to fully understand.

So after reading this, we have a basic understanding of the data of Anker's Facebook fan page. We can't help but sigh that this awesome data is indeed based on reality. Perhaps everyone has learned a lot from it. You are welcome to discuss and learn with each other in the group privately. I will bring you more case analysis later.

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