How can we discover new interests to target that are relevant to our audience?

Discovering new interests to target on Facebook that are relevant to your audience involves a combination of research, analysis, and testing. Here are several methods to help you identify new interests effectively:

### 1. **Facebook Audience Insights**
- **Explore Demographics and Interests**: Use Facebook Audience Insights to analyze the demographics, page likes, location, and behaviors of your current audience. Look for related interests that your audience engages with, which can suggest new targeting options.

- **Affinity with Pages**: Identify pages that have a high affinity with your current audience. Pages with a high affinity are likely to be relevant to your audience's interests and can provide ideas for new targeting options.

### 2. **Competitor Analysis**
- **Monitor Competitors**: Analyze your competitors' Facebook Pages and ads to identify which interests they target. Look for common themes or interests that resonate with your shared audience. This can inspire new ideas for targeting within your industry.

### 3. **Keyword Research**
- **Use Keywords**: Conduct keyword research related to your industry or niche. Tools like Google Keyword Planner, SEMrush, or Ahrefs can help you identify popular search terms and topics that are relevant to your audience. Translate these keywords into interests or behaviors that you can target on Facebook.

### 4. **Trend Analysis**
- **Stay Updated**: Keep track of industry trends, news, and current events that may influence your audience's interests. Follow relevant publications, blogs, and social media channels to identify emerging topics and interests that you can capitalize on.

### 5. **Customer Feedback and Surveys**
- **Engage with Customers**: Gather feedback from your existing customers or audience through surveys, interviews, or social media interactions. Ask about their interests, preferences, and activities outside of your product or service. Use this information to refine your targeting strategy.

### 6. **Lookalike Audiences**
- **Create Lookalikes**: Generate lookalike audiences based on your existing customer lists or high-performing custom audiences. Facebook's algorithm will identify users who share similar characteristics and behaviors with your current audience, including potentially new interests they may have.

### 7. **Content and Engagement Analysis**
- **Analyze Content Engagement**: Review the performance of your organic and paid content on Facebook. Identify topics or types of content that receive high engagement from your audience. This can indicate interests that are relevant and engaging to them.

### 8. **Social Listening**
- **Monitor Social Media**: Use social media monitoring tools to track conversations, hashtags, and mentions related to your industry or niche. Identify trending topics and discussions that can guide your interest targeting strategy.

### 9. **Testing and Optimization**
- **Continuous Testing**: Test new interest targeting options regularly as part of your ad campaigns. Monitor performance metrics such as click-through rates, conversion rates, and cost per acquisition to evaluate the effectiveness of each interest targeting option.

By using these methods to explore and discover new interests that are relevant to your audience, you can continuously refine and optimize your targeting strategy on Facebook. Keeping your targeting dynamic and aligned with your audience's evolving interests will help you maximize the effectiveness of your ad campaigns and reach your advertising goals more effectively.