Social Media Advertising: How to use custom audiences

Agencies, brands, retailers and advertisers that run campaigns on social media know that they can use the social platform’s built-in targeting tools to reach certain audiences. The best way to target audiences via paid social ads are through the use of custom audiences.

A custom audience is made up of people who you know are the most relevant and high-intent targets for your advertising because you supply the data to create your own segments. All of the major social media sites enable custom audiences: Facebook; Instagram; Twitter; Snapchat; TikTok; Pinterest; and LinkedIn.

This whitepaper covers:

• How each social media platform defines custom audiences
• Why custom audiences are important
• Best practices and considerations
• How to get started using custom audiences