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Targeting non-followers on Meta

  • September 17, 2024
  • 3 replies
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Hi Arb community! 👋🏻

Stephanie from Sprout here, reaching out on behalf of one of my customers. We’re trying to confirm whether it’s still possible to exclude non-followers when building custom audiences for boosted posts (Facebook/Instagram). I thought I would tap into the brain trust and see if any fellow SMMs know either way?

I’ve been doing some research and found that Meta is removing the option to add detailed targeting in January (https://www.facebook.com/business/help/440167386536513?id=176276233019487), so I’m also wondering if that could impact any current capabilities for excluding your existing audience/followers. 

Any insight this group have would be greatly appreciated. Thank you!

-Stephanie

Best answer by Anna Laura McGranahan

Hi, delayed response but I can help! I usually use a combination of custom, lookalike, and saved audiences to achieve this.

Depending on your objective, you’d create a custom audience of people who *do* follow the page, then create a new saved audience that excludes that custom audience. 

On the other side, a Lookalike audience will never contain any people who currently follow the page because it’s finding people “like them.” So, if you made a new saved audience that includes a lookalike audience, you would be targeting all “new” people.

Hope that helps! If you have any other questions, feel free to DM me here or on LinkedIn!

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Laura Porcincula
Jonathan Zuluaga
Anna Laura McGranahan
4 people like this
  • Laura Porcincula
    Laura Porcincula
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    Jonathan Zuluaga
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    Anna Laura McGranahan
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    buckleup

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  • buckleup
  • Level 1
  • 2 replies
  • October 1, 2024

I never used exclusions much but as custom audiences are still available, perhaps it will be possible to create an audience of engaged followers? 

Anna Laura McGranahan
Agency Partner
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Hi, delayed response but I can help! I usually use a combination of custom, lookalike, and saved audiences to achieve this.

Depending on your objective, you’d create a custom audience of people who *do* follow the page, then create a new saved audience that excludes that custom audience. 

On the other side, a Lookalike audience will never contain any people who currently follow the page because it’s finding people “like them.” So, if you made a new saved audience that includes a lookalike audience, you would be targeting all “new” people.

Hope that helps! If you have any other questions, feel free to DM me here or on LinkedIn!

Gayatri Shukla
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2 people like this
  • Gayatri Shukla
    Gayatri Shukla
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    stephanie.clark
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This is incredibly helpful, Anna- thank you!

Anna Laura McGranahan
1 person likes this
  • Anna Laura McGranahan
    Anna Laura McGranahan

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