You know the customers your business needs. The ones it thrives on.
Although people are individuals, most of your customers probably fall into certain categories or share certain characteristics. If only there was a way to find more people like them – more people you can easily turn into your customers.
Facebook lookalike audiences are part of the solution. But what’s the deal? How does it work? And what could it mean for your business?
Read on to find out.
What is Facebook Lookalike Audiences?
Facebook is not the first out there to try their hand a lookalike marketing. They just happen to currently be the best.
Lookalike marketing involves using algorithms to find Facebook users who ‘look like’ your current customer base. This allows you to target your marketing campaigns to these customers – people who are like the ones you already sell to.
Facebook lookalike audiences allow you to maximize the potential of the masses of data that Facebook holds about its users and target your marketing more effectively.
How Does It Work?
The first step is for you to provide Facebook with your current customers.
Video is the most successful form of marketing currently in use on Facebook. If you want to target people who look like those who’ve already watched your video content, this can be done using Facebook Lookalike Audience.
Head into Ad Manager – Audiences and use the tools to create a custom audience, based on people who have already engaged with your videos. Choose the parameters and save them as a custom audience.
This data can then be used to create a lookalike audience. Head back into Ad Manager – Audiences, but this time create a Lookalike Audience. There are several parameters to choose from, including target countries for the most impact.
This is just for video – you can also use this for email, conversions and more.
How Can I Use It?
To use it most effectively, provide Facebook with an existing audience sample of a good size.
Similar to Facebook Remarketing, they allow you to target your content right where it will hit home the most. The minimum number is 100, but the larger the audience you supply them, the more data points they’ve got to work with. Aim for 500 or more to get the targeting as accurate as possible.
You also have the option to select a target audience size of between 1 and 10%. Bear in mind though that the 1% look the most like the source audience, with links becoming weaker the bigger the audience you choose.
You can also expand your campaigns in time. You can begin in one country, then use your sample audience again for a campaign in another.
In Short: What Facebook Lookalike Audiences Can Do For Your Business
Facebook lookalike audiences are a no-brainer for any business who’s already marketing on Facebook.
It uses simple tools, data that you already have, and in a few clicks introduces your brand to potentially thousands of new customers!
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