A Facebook lookalike audience is one of three types of “Custom Audiences” in the Facebook advertising platform. A custom audience is an audience that you have earned vs. a saved audience, which is an audience you define (via demographics, interests and behaviors). You earn audiences by 1) acquiring and capturing traffic to you website via pixel, 2) acquire subscribers to your marketing list or 3) acquire a following of people on your business page (Likes). A lookalike audience is built in Facebook via a complex statistical analysis of an existing pool of people (an existing audience) which THEN creates a NEW audience of NEW people with similar demographics, interests and behaviors.
One important thing to understand and remember is that a LookaLike audience requires at least 1,000 people in an existing audience to create a separate and new LookaLike audience, SO, unless you have an audience (business page likes, newsletter subscriber list or retargeting list) of 1,000 or more then, unfortunately, you will not be able to utilize this invaluable marketing tool.
LookaLike – What do babies and Facebook audiences have in common? How to use LookaLike audiences to explode your business, non-profit or event registration.
Posted by Michael Lucy on Tuesday, April 5, 2016
What do babies and Facebook audiences have in common? They both have LookaLikes! Facebook Live Video discussing useful ways to utilize Facebook LookaLike Audiences for businesses, non-profits and event registration. The compromise of working from home with a 9 month old and a wife on crutches, a Facebook Live Video with Baby Gia!
In short, you use a Facebook LookaLike Audience to accomplish the following;
THIS IS IMPORTANT – You use LookaLike Audiences to FIND NEW LEADS, CUSTOMERS AND CLIENTS. You do NOT use LookaLike audiences to engage with existing leads, customers or clients.
EXAMPLE: Say you have a subscriber list (Constant Contact, MailChimp, iContact, etc.), you can upload those email addresses to Facebook and create an audience of Facebook users that match the email addresses in that list. My experience is that 60-80% of the emails in your list are recognized on Facebook, SO you will need an email roster of probably at least 1,200 people. Once you create a custom audience built from your subscriber list, you create a LookaLike from that list and Facebook will perform a statistical analysis and build a new audience by find other people with similar demographics, interests and behaviors. Pretend you manage a car dealership, Facebook may statistically determine that in your subscriber list that 80% of your subscribers “Like” Ford Motor Company, drink beer and are watch SharkTank (yes, Facebook can figure this out). Without you having to do ANY work at all, Facebook will creative an audience of new people for you to publish ads to that “Like” Ford Motor Company, drink beer and watch SharkTank,
I will be the first to admit that LookaLike audiences are a challenge to understand and implement. Once you understand them, they are INVALUABLE! Once you get to that “A HA” moment with this type of audience, it will open an incredibly new and beneficial path to finding new people to market and advertise to. So let’s take a look at 5 unique and creative ways to utilize LookaLike Audiences.
I GUARANTEE that the presidential election campaign of 2016 will leverage LookaLike audience heavily. Campaign managers and marketers will use Facebook to build new audiences of similar people and publish specialized ads to attract and engage with these new people.
Leading up to events like tradeshows, sporting events, theater productions or any other type of event, you can utilize LookaLike audiences to find last minute subscribers or registrants for those events. If you make sure you are capturing the people who are already attending (via subscription, registration, opt-in or even retargeting pixel) you can blow your event registration out of the water by leveraging LookaLike audiences.
If you have a brick-n-mortar in store sale or promotion that you have advertised and promoted, you can leverage your subscriber list or website traffic to build audiences of new people to present your ad and promotion. This would be HUGE for grocery stores, clothing stores, dollar stores or any other local retail store that does weekly sales and promotions.
A restaurant with a subscriber list, loyalty program or plenty of website traffic can easily build LookaLike audiences to do “Flash” promotions. For example, say that Monday evenings are historically a slow day for you, you can use LookaLike audiences to publish CHEAP ads to people that are statistically more probably to visit your restaurant on a Monday. I can brainstorm and put together thousands of creative ways to use LookaLike audiences for restaurants, this is just one of many creative ways to implement them.
Do you own and operate a charity, non-profit or 501c3? Are you involved in fundraising for organizations? If so, Facebook LookaLike audiences are something you should drop EVERYTHING you are doing and start using. Facebook will, for free, help you build an entirely new audience of people that are statistically more probably to engage with and donate to your cause, think about it for a minute – PRETTY INCREDIBLE!
It took me 2-3 months to get a grasp of the capability of LookaLike audiences and how to use them. These types of audiences have opened up incredible opportunities for 3V and our clients. Do you have any creative ideas how to use LookaLike audiences that you would like to share? I would LOVE to hear from you, leave a comment below or reach out to me directly on Facebook, Twitter or Linked In!