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Instagram Ads 101: Knowing Your Audience Options


If you’ve opened up your Facebook Ads Manager and reached the audience section at the ad set level, you might have a few questions.


Like, what is the difference between each type of audience type and which one is best for your ads?


Let’s go over those audience types together and figure it out...


Core audiences


This type of audience focuses on core aspects of your buyer persona. Since you’re targeting people solely based on a hypothesis and what you believe are traits of your customer persona, most of this audience is usually cold.


You can target audiences based on their age, gender, and location. Additional demographics you can target are their job titles and who their employers are.


Lastly, the most interesting capacity in this type of audience is the ability to create audiences based on their interests, page likes, and behaviors.


So if you’re a supplement brand, you can target people who are interested in health and wellness.


If you’re a real estate agent, you can target people who are looking to buy a home.


And lastly, if you’re a clothing brand, you can target people who liked the page of one of your competitors.


Sounds like a world of possibilities, right?


Custom Audiences


This audience is warm, as they are part of lists you have obtained from other mediums and for which you have the permission to use for further marketing purposes, such as advertising. In this case, you can target people from mailing lists (email marketing), app downloads (from sign-ups), and people who simply visited specific pages on your website (which you can find out with your Facebook pixel).


Lookalike Audiences


Lastly, this type of audience is a cold audience, but one that has a higher chance of converting. Thanks to the Facebook Pixel, Facebook can collect enough data on people who have a history of either interacting with your business or buying from your business. With this data, Facebook can create lookalike audiences, meaning people who share common interests and traits with your source audience. However, you can only utilize this audience after you’ve accumulated enough data beforehand, through running ads OR building up organic engagement on your social media platforms.


If you still have questions about which audience you should be targeting or would like someone to help you out with it, don’t hesitate to shoot me a text at


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