Overview
A Facebook & Instagram audience project allows you to analyze audiences across Meta platforms to better understand their demographics, interests, behaviors, and affinities.
When creating a project, you'll define a target audience to analyze and an optional benchmark audience to use as a reference for comparison. Once your configuration is complete, Soprism processes the selected audiences and generates a profiling report with detailed insights.
Create a New Project
To create a new profiling project:
- Sign in to your Soprism account.
- Select Create Project.
- Choose Facebook & Instagram Audiences as the project type.
Review the Audience Overview
At the top of the project configuration page, you'll see a summary of both your target audience and benchmark audience.
This overview displays key information about each audience, including:
- Audience size
- Geographic coverage
- Gender distribution
- Age range
As you refine your audience criteria, these summaries update to reflect your current configuration.
Configure Your Project
Begin by giving your project a descriptive name that makes it easy to identify later.
For example, you might use a naming convention based on geography, topic, or audience, such as:
- FR_Luxury Watches
- US_Sports Fans_18-34
Next, select your Project Universe.
The selected universe determines both the geographic visualization used throughout your report and the regional context used to generate audience insights.
For example, selecting France displays France-specific geographic insights, while selecting World provides global analysis.
Define Your Target Audience
After selecting your project universe, configure the audience you want to analyze.
Select More Options to refine your audience using additional criteria.
[Insert Screenshot – Audience Filters]
From here, you can configure:
- Facebook, Instagram, or both platforms
- Gender
- Age range
- Languages
- Geographic location
These filters help narrow your audience before adding interest-based targeting.
Build Your Audience Criteria
Once your demographic filters are configured, add the interests and attributes that define your audience.
Soprism supports multiple criteria and layered audience logic, allowing you to build more precise audiences.
For example, you might create an audience interested in:
Rolex OR Jaeger-LeCoultre
and then refine it further by adding another layer:
Luxury Watches
The resulting audience represents people interested in:
(Rolex OR Jaeger-LeCoultre) AND Luxury Watches
Using multiple criteria helps create more focused audiences and produces more meaningful profiling results.
[Insert Screenshot – Audience Builder]
Configure the Benchmark Audience
The benchmark audience acts as a comparison group for your analysis.
By default, Soprism creates a benchmark using the same geographic area as your target audience but without the additional targeting criteria.
You may want to customize the benchmark when comparing:
- Two brands or organizations
- A brand against its industry
- Competitors within the same market
- Different communities or audience groups
For example:
- Coca-Cola enthusiasts vs. soft drink enthusiasts
- One sports team vs. another
- Brand audience vs. competitor audience
Customizing the benchmark allows you to better identify similarities, differences, and opportunities within your analysis.
[Insert Screenshot – Benchmark Audience]
Review Audience Best Practices
Well-defined audiences produce more meaningful insights.
Before launching your project, review your audience criteria to ensure they accurately represent the group you want to analyze.
For additional guidance, see our article on Audience Creation Best Practices.
Launch Your Project
When your audience configuration is complete, select Launch Project.
A confirmation window displays a summary of your project configuration before processing begins.
[Insert Screenshot – Launch Confirmation]
Review the settings carefully before confirming.
Important: After the project has been launched, the audience criteria cannot be modified.
Processing typically takes only a few minutes. Once complete, your profiling report will be available from your project list.
Related Articles
- Audience Creation Best Practices
- Create a First-Party Data Project
- Understanding Benchmark Audiences
- Understanding Facebook & Instagram Audience Reports
Discover the steps to create a report in Soprism based on Facebook and Instagram audiences.
You’ll learn how to define your target audience, select a benchmark (reference) for comparison, and launch your profiling report to uncover insights about demographics, interests, and behaviors.
Step by step
To launch a profiling configured based on Meta criteria, choose to create a project and then select "Facebook & Instagram audiences".
👉 While creating your project, keep in mind some best practices!
The overview of your audiences
Here you have all the information about your target and benchmark audience. It's an overview that allows you to check the universe, age range, gender, and geolocation of the people you want to analyze, as well as the same information about the people you choose as a reference.
Always keep an eye on these two boxes, the size of the audience varies according to what you choose as discriminating criteria and general setup.
Your project's setup
Choose a name for your profiling project. Don't hesitate to find your own nomenclature so that you can easily understand which project it is at a glance.
👉 Here is an example of what you can do, but of course, it remains specific to your use: "FR_Watches retailers" or "FR_Watches_18/30" to be understood as [country code] _ [subject analyzed] _ [age range].
Your project universe is very important!
Choosing your project universe will define which map you will have in the results. If you choose France, you will get detailed insights on the France map; if you choose the world, you will see a world map in your results, etc.
But more than a visualization, choosing a project universe also allows you to have insights including interest criteria specifically related to the selected universe.
Locate and refine your audience
By default, the geolocation is adapted to the project universe you have previously chosen. Then click on "More option" to refine the target audience.
This window allows you to configure several important elements:
-
Choose to base your profiling on data from Facebook, Instagram, or a combination of both social networks.
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Choose to segment by gender (male/female) or select both.
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Choose the age range that interests you the most.
-
Define the languages spoken by the people you want to profile.
Play with relevant criteria
This is the fun part! 🎉 This is where you can choose the relevant criteria that will give you the much-awaited insights. Building a good audience is therefore crucial to get relevant results. To build your audience in the most complete way possible you have the possibility to add several levels and criteria.
👉 Let's say you want to know who is interested in Rolex OR Jaeger-LeCoultre
But you need to make sure you focus on luxury watches lovers, so you can add a new layer to your audience.
You can read your audience as people with an interest in "Rolex" OR "Jaeger-LeCoultre" AND "Luxury Watches".
What about the benchmark (reference audience) ?
As you can see, you can edit the benchmark audience by clicking on the "edit" button in the second box. By default, the reference audience will be linked to the geolocation chosen for the target audience, without the distinctive criteria.
But you may be wondering when to edit this benchmark audience. There are a few scenarios that might help you:
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When comparing two similar entities to highlight differences and similarities
💡example: 2 brands, 2 celebs, 2 football clubs, etc.
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When comparing an entity to an industry/field
💡example: coca cola lovers vs. fizzy drinks lovers, cat lovers vs. pet lovers, F. Alonzo vs. F1 fans, etc.
-
When highlighting competitive analysis to see your market share, your competitor's market share, and the areas in between that you need to address.
💡example: "we're doing great for the environmentalist profile but actually when comparing to our competitors, we're dead last in that category"
-
When opposing two different ideology to identify which criteria belong to which ideology.
💡example: "political Left Wing vs. political Right Wing"
Best practices when creating an audience
There are a number of things to bear in mind when creating an audience. If you'd like to delve deeper into the subject, this article will teach you all about it!
Launch your project
After clicking on "Launch your project", a confirmation window will appear and you will have all the details of your profiling configuration. Once confirmed, you can no longer change the analysis criteria.
It only takes a few minutes to get results 👉 The perfect time for you to go get a coffee so you're ready for the analysis. ☕️