Targeting non-followers on Meta

Question

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

Anna Laura McGranahan · Accepted Answer

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!

stephanie.clark · Answer

This is incredibly helpful, Anna- thank you!

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