One of Facebook’s most powerful tools for finding new people who are likely to be interested in your brand is Lookalike Audiences.

What’s a Lookalike Audience?

A Lookalike Audience lets you reach new people who are likely to be interested in your business. These new people are demographically similar to your current best customers.

When you create a Lookalike Audience, you choose a source audience (such as fans of your Facebook page or a custom group created with your Facebook pixel). 

Facebook will then identify the common qualities of the people in that source audience--say, demographic data or interests--and use those qualities to assemble audience of people who are similar or “look alike”.

While you can build Lookalike Audiences of different sizes, all Lookalike Audiences created in the ToneDen interface are the smallest option available (1%).

Facebook has mentioned that smaller audiences more closely match your source audience, and that source audience quality matters.

There’s a principle called “Garbage in, garbage out” that is used by computer programmers to describe the idea that in computing, incorrect or poor quality input will always produce fault output. It certainly applies here.

For example, if you're using a Lookalike Audience to sell ticket for your event, you're more likely to succeed with a source audience of past ticket purchasers than with one of people who've never bought.

Here are some other things to consider when creating Lookalike Audiences:

  • Your Lookalike Audience will only include people from the country/countries you select during creation.
  • Your source audience must contain at least 100 people from a single country in order for us to use it as the basis for a Lookalike Audience.
  • You don't have to have people from the country/countries you want to target in your source audience. For example, if you have a source audience of 10,000 people from Finland, you can use that to create a Lookalike Audience of similar people in South Africa.
  • You can create up to 500 Lookalike Audiences from a single source audience.
  • People in your source audience will be excluded from your Lookalike Audience unless you use a pixel as your source audience.
  • You can use multiple Lookalike Audiences at the same time for a single ad set. The ad set will target your ads to people who are in any of the selected Lookalike Audiences.
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