Facebook's ‘lookalike audiences’ to help brands target new users

Facebook’s ‘lookalike audiences’ is a feature that has been rolled out globally to help brands and advertisers reach new fans.

What are ‘lookalike audiences’?

‘Lookalike audiences’ builds on 'custom audiences' by targeting users with similar traits to those in a ‘custom audience’ list, but who do not have a relationship with the brand.

‘Custom audiences’ was introduced by Facebook to help marketers target specific users that they already have a relationship with. These audiences can be identified by email addresses, phone numbers or Facebook user IDs.
Using the ‘lookalike audiences’ tool, brands can target new fans based on either reach (provides a larger but less relevant audience) or similarity (provides a smaller but more relevant audience).

What will the impact of 'lookalike audience' be?

The ‘lookalike audiences’ feature will allow brands to target users who are more likely to be interested in their brand. Being able to target users through ‘custom audiences’ will ensure that brands can target fans who are similar to the fans that they have already built an affinity/relationship with. The tool could provide great returns if brands target new fans who are similar to their super fans.

More information/helpful reading

Follow this link for more information on ‘lookalike audiences’.