Facebook Audiences and Targeting

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Social Strategy

Simply put, there are over 1 billion active users on Facebook everyday. Not knowing who your audience is and how to target them is likely going to be a waste of your advertising dollars. When you’re in the beginning phases of advertising on Facebook, step one is determining who your audience is.


Photos by Pauline Boldt.

Knowing Your Audience, And Why It’s Important

Your target audience is the group of people you’re trying to reach with your marketing message, they are the ones most likely to take action as a result of seeing your ad. Being your most valuable customers, they’re often linked by common characteristics. These characteristics can be placed into three broad categories: demographics such as age, gender, income, education, and location; interests; or behaviours.

As a starting point, look at your current customer base. These people, along with those similar to them, will likely make up your primary target audience. It’s quite possible you might have secondary target audiences, especially if you sell multiple products or services or if your products and services appeal differently to different people. If that’s the case, fear not! You just have to adjust your marketing efforts accordingly.

Core Audiences

When you create an ad set in Ads Manager, the default audience is called the Core Audience. This audience usually looks something along the lines of men and women ages 18-65+ who live in either the city or country your business is located in. While sticking to this default audience often results in high visibility of your ads, it often does not lead to high conversions.

Mastering your targeting strategy will help you narrow down this broad audience and get you in front of a very specific (and very motivated) group of people.

To customize your own Core Audience to reflect the group of people you’re trying to reach, target specific people using location, demographics, behaviours, and interests. If you’re not sure where to start, check out your Audience Insights on your Facebook Page to explore the demographics, interests, and hobbies of the people connected to your page.

Lookalike Audiences

You can also start with lookalike audiences. Lookalike audiences on Facebook take the information you have from custom audiences and reach new people who are similar. Another way to create lookalike audiences is building them with conversion pixels, you can find these from your paid search ads.  If you want to further define the reach of your lookalike audience you can adjust the size and targeting options to ensure you’re still reaching your target buyers.

Determining your target audience is essential for digital marketing success on Facebook. Once you grasp your target Facebook audience, the process of advertising on the platform becomes seamless. It’s easier to develop messaging and images to advertise your brand when you know who it is you’re speaking to, and for.

Diving Into Reels and TikTok

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Social Strategy

TikTok and Instagram Reels have taken the world by storm. Not only does video content offer entertainment value, but if used correctly, it’s also a way to connect to your audience and give personality to your brand.


Photos by Pauline Boldt.

The Power of Video

Although TikTok videos and Reels may be similar, they have features that differ. Before we get into the importance of these short and snappy videos, we should discuss the features of both:

TikTok Features:

  • A separate platform
  • Videos can be up to 3 mins long
  • Edits (including graphics, text, and video transitions) are all available on the platform
  • 855 million monthly active users

Reel Features:

  • Live on the Instagram platform
  • Videos can be up to 60 sec long
  • Reels can be directly posted to Instagram stories
  • Edits (including graphics, text, and video transitions) are all available on the platform

When deciding how to approach Reels or TikToks for your business, spending some time on both platforms is essential. Researching what competitors are doing and how they succeed is an excellent baseline for tailoring your video content.

A common misconception is that filming video content for TikTok and Reels will be easy and quick. Of course, as time passes and you film more, they will become faster. However to start with, make sure you have the video strategized and storyboarded, and a list of props you’ll need before you even pick up the camera or phone.

The best part about using TikTok and Reels is that both are relatively new, meaning there is more room to experiment. If you find your brand lacks a personal connection to the audience, consider doing a behind-the-scenes office tour or a meet and greet of employees. Video content is a way to put a face to your brand and allow for a more authentic connection.


Deciding to make a TikTok account is also great for experimenting with your business. For example, you may find posting different content than what you post on established social accounts can attract new audiences or even have a higher engagement rate! Currently, the highest share of users is between the ages of 10 and 28, but users aged 30 to 39 are one of the fastest-growing groups. It’s essential to consider the audience you are already reaching and which audiences you’d like to reach for more brand awareness.

Engagement with video content is made easy with TikTok. Most people think when they reach out to a company, they will get an automated response or be talking to a computer. If a customer comments on a TikTok with a question, you can respond right in the comment feed with a video response.

Instagram Reels

With Instagram Reels, the engagement focus is more on finding new customers for your business. Follower count and engagement rate are bound to rise if you post Reel videos on current trends and topics. Instagram, as a platform, promotes Reel content of high quality, so if Reels are something you hope to do going forward, make sure you invest the time and effort into creating them.