There's a lot more to ogres--I mean audiences--than people think!

You see ... audiences are like onions.

Not because they stink, make you cry, or sprout out little hairs after lying in the sun for too long.

Audiences are like onions because they have layers!

The Three Layers of Your Audience on Social Media

You can divide your audience on social media into three layers:

  1. Fans that have explicitly chosen to “like” your page on Facebook or “follow” you on Instagram.
  2. Fans that are actively interested in your work and choose to engage with your content on social media, but for some reason or another have not explicitly chosen to “like” your page on Facebook or “follow” you on Instagram yet. 
  3. Potential fans that have never heard of you.

We've created a comprehensive guide on how to target fans in each of these layers below. To access the majority of these audiences, however, you're going to need two things:

  1. Make sure that you have a "Page Advertiser" or "Page Admin" role on the Facebook Page of the brand you are trying to target fans from
  2. Make sure that the Facebook Page of the brand is linked to the Instagram Business Profile of the brand.

Layer 1: Targeting Fans Who've Pressed "Like/Follow"

Let’s start with targeting fans who have pressed “Like/Follow” on Facebook and/or Instagram. These are "ride or die"--they're true believers in your brand.

You'll want to include at least one of these two audience types anytime you're creating a campaign on Facebook and Instagram. 

The only time you wouldn't use these audiences is if you were exclusively trying to reach a new audience, or if you're just getting started and have few (or none) likes or followers.

Here are the types of audiences you can use to target fans in this layer. Click on the audience example in order to see how to target it in ToneDen:

Layer 2: Targeting Fans Who Haven't Pressed "Like/Follow" Yet

Let’s move on to targeting fans that are actively interested in your work and choose to engage with your content on social media, but for some reason or another have not explicitly chosen to “like” your page on Facebook or “follow” you on Instagram yet. 

If you'd like to get an idea of how big this pool of fans is, run a simple experiment. Begin by writing down a list of every single artist that you'd attend a live show for. Then go to each of those artist's Facebook and Instagram pages: are you a follower?

You'll find that while you're not following plenty of those pages, it's highly likely that you have visited one of their Facebook or Instagram profiles, or interacted with their brand online in some shape or form (watched a video, visited their website, subscribed to their mailing list, etc.).

It's like finding loose change in a couch--a whole lot of loose change.

The audiences we're about to recommend are especially useful in the following situations:

  • The brand you are targeting on Facebook doesn't appear as a Facebook Interest
  • The brand you are targeting is big on Instagram, but not on Facebook
  • When you're trying to accurately estimate the reach of an artist or brand ahead of making a deal with them (e.g. booking, signing, etc.)
  • The brand you're targeting has a limited social media following, but a large website, video viewers, or mailing list

Here are the types of audiences you can use to target fans in this layer. Click on the audience example in order to see how to target it in ToneDen:

Layer 3: Targeting Potential Fans

What if you're trying to target an audience that is completely new to your brand? Or your brand's reach is so wide that you know there are fans that haven't followed or liked you on Facebook and Instagram, and haven't interacted with your content on Facebook and Instagram, but would still be interested?

Using Facebook Interests to target these fans would help, but Facebook has an even better secret weapon for you: Lookalike Audiences.

A Lookalike Audience is a group of new people who are likely to be interested in your business because they're similar to your best existing customers.

When you create a Lookalike Audience, you choose a source audience (such as a Custom Audience created with your Facebook pixel or fans of your Facebook page) and Facebook then identifies the common qualities of the people in it.

Facebook then creates an audience of people that "looks like" the source audience.

There are two parts to creating a Lookalike Audience in ToneDen.

  1. Creating or importing the Custom Audience that'll be the source audience for the Lookalike Audience.
  2. Creating the Lookalike Audience.

Here are the types of audiences you can use to target fans in this layer. Click on the audience example in order to see how to target it in ToneDen:

  • Facebook Interests Related to the Brand Name
  • Lookalike of Facebook Page Likes
  • Lookalike of Facebook Page Interactions
  • Lookalike of Facebook + Instagram Video Viewers
  • Lookalike of Instagram Business Profile Interactions
  • Lookalike of Facebook Event Interactions
  • Lookalike of Email List
  • Lookalike of Pixel Traffic

All Lookalike Audiences can be built using these instructions!

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