‘The Next Big Trend For Social Media Advertisers?’ – ‘Business 2 Community’ Article
Tristan Minall says, “Last month Twitter announced the release of a surprisingly familiar feature to its advertisers – look-alike-only targeting. Those who are well versed in the inner workings of Facebook advertising will know of Lookalike Audiences already and will see this more as a “finally…” moment than anything else. However, with both Facebook and Twitter now sporting these Lookalike options it appears there is a general consensus that this is a truly valuable advertising strategy.
What are Lookalike Audiences?
At a very basic level, Lookalike audiences are just another group of users that you may advertise to. Significantly, however, they are users who are “most like your best existing customers.” What this really means is that they are a group of users that are algorithmically generated to match your existing advertising audiences as closely as possible. For example, if you’ve uploaded a database of your email subscribers to either Facebook or Twitter, you can then use that audience to generate an entirely new one that the social media platform deems to be highly similar to those in your database“.
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