Circles allow for one thing Facebook is notoriously poor at: the hyper-targeting of content.
If I have a product with say, three vastly different audience segments, I may choose to do generic, bordering-on-bland messaging that appeals to all of them, or I may opt to write audience-specific messaging with their unique needs in mind.
Circles allow us to message in precisely this way.
Instead of creating Circles like “Fans”, “Influencers” or “Brand Ambassadors” which will be the unfortunate recommendation of many a social media agency, we should create Circles based on audience segmentation and personas.
Now that’s hyper-targeting your content.