Facebook Tests Custom Audiences From Engagement On Instagram Business Profiles

For some time, advertisers on Facebook have been able to create custom audiences based on engagement on their Pages. Now Facebook is testing the same feature, just with engagement from Instagram business profiles.

Advertisers always want to be able to reach the most relevant audiences. And what better way than to create custom audiences based on those who engage with their Page? Page engagement isn’t as high as engagement on Instagram right? That’s true, and that’s why it’s such a great idea to add Instagram engagement as a basis for custom audiences as well!

The feature is currently testing – as mentioned on the Help Center page – and allows advertisers to choose the usual engagement options like all those who engaged with posts, those who messaged the profile, etc. However, Facebook explains that rules need to be inclusive in order to create an audience and there can be up to a total of five inclusionary or exclusionary rules. Exclusionary rules remove people from an audience if they match the exclusionary condition.

One must note that exclusionary rules override inclusionary rules. Therefore, if a person meets requirements of two rules, the exclusionary condition counts.

Advertisers can also fill the “In the past” field with a number of days back. For example, 90 days included all those who performed an engagement action in the past 90 days. The limit, as was the case with Facebook Pages, is a maximum of 365 days. Facebook explains how the days condition works:

If you tell us to go back 30 days and a person engaged 29 days ago, they’ll be in your audience. However, if they fail to engage in the next day, they’ll then be removed from it. Anyone new who engages within the time period you choose will be added to the audience.

Audiences are refreshed all the time, so advertisers won’t need to change the time period to reflect a new one.

Create engagement custom audiences from people who engage on Instagram. Coming soon 👀

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