Lookalike Audience Definition

lookalike audience definition

What is a Lookalike Audience?

Lookalike audience definition: lookalike audience is a digital advertising option that uses the data of an existing audience to algorithmically create a new target audience.

Looking audiences were first introduced by Facebook and enabled advertisers to target their adverts to users who were similar to their existing audience.

This is achieved by taking the information of the current audience who likes a brand’s Facebook page and applying that to other users on the platform.

For example:

  • Giant Bicycles has 1.8 million Facebook likes
  • These people have a number of common characteristics:
    • Demographics
    • Interests
    • Income levels
  • Giant wants to target their content to relevant people outside of their current audience
  • Facebook would create a lookalike audience based on these common characteristics
  • It would then allow Giant to target their content to these people
  • Giant could also opt to refine this further by using specific demographic data

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