One of the great benefits of Facebook is the Insights feature. You’ll find it along the top of your Facebook page.

After you’ve consistently posted for a week or two, you’ll get tremendous value from poking around on this page.

For example, click People to see who’s finding your Page:

You’ll see a demographic breakdown by gender, age, location, and other details. That will help you target your promotions more accurately.

If you click Posts, you’ll be able to see when each post was most engaging…by time. That will allow you to adjust your posting schedule to reflect the time when your target audience is most likely to be online to engage with you.

You can also see which particular posts got the most comments, likes, and shares. This feature might just be the most valuable, because it’s showing your most engaging content.

In the example above, you’ll see the post at the bottom received the most engagement, while the second and third one on the list seemed not to get any at all.

You might think it would be a good idea to Boost those lower-performing posts to get more “reach.”

You’d be wrong. That’s throwing good money after bad.

Instead, when you see a very high-performing post, that’s your audience telling you exactly what they want.

It’s almost like they’re saying “more of this, please!”

That means you can recycle and reuse your most popular content.

You can re-use that post two weeks from now by spending a few dollars to hit “Boost” to increase the reach of that post, because it’s a proven winner.

You can plan similar posts based on the content, style, and images you’ve used.

That’s how you grow a massive audience and create engagement.