Facebook is adding a new ad targeting that allows advertisers to target ads at users who have RSVP’d to a brand event.
Facebook Events have always been a feature appreciated by marketers. It makes it easier to promote your offline events and creates a conversational hub for people who plan to attend.
Now, with the ability to retarget those people with ads, Facebook is taking Events to a new level. Thanks to this new custom audience, marketers will now be able to follow up on events and reach out to attendees with further documentation or even target them with direct response ads for products or services that were demonstrated or talked about during the offline events.
The new targeting was brought to our attention by Matt Navarra, director of social media at The Next Web, and later confirmed by a Facebook representative:
Facebook adds NEW “Events” custom audience option enabling advertisers to target people who engaged with specific events
— Matt Navarra (@MattNavarra) July 28, 2017
The new targeting is already available and will allow you to create custom audiences that can then be deployed across all properties: Facebook, Instagram and Audience Network. It lets advertisers build custom audiences out of users who said they were “going” but also those who said they were “interested.” The tool lets you look for Event responses as far back as 180 days.
Not only is the tool one of the best follow-up tactics to extend the impact of your offline event, but it will also let you build lookalike audiences to extend your reach, when promoting future similar events.
Facebook Events RSVP targeting is probably one of the best attempts at maximising the business impact of offline events. I love it!