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A Lookalike Audience, or Similar To Audience, Is A Type Of Audience Modelling That Leverages Owned Data On Specific Actions To Forecast To People With Similar Behaviors

Lookalike audiences are a common marketing tactic that helps a business or organization look at their current customer base to reach out towards new customers. This is a type of audience modelling used to expand marketing outreach.

Audience models can be expanded based on:

  • People that respond favorably to your business, in a review or survey.
  • People that initiate or complete certain actions (like watching a video or clicking an ad/button).
  • People that complete a purchase through your website or in-store.

Also, a lookalike audience is a feature on Facebook, referred to as a Similar To audience on Google, that can help you find users who are most likely to be interested in your business. 

Facebook Lookalike Audiences:

Lookalike audiences will find other people based on demographics and interests that are similar to your existing followers. It will then deliver your ad directly to those new targeted users. 

Note: With Facebook’s Special Ad Categories (SACs), lookalike audiences are not able to use demographic details to expand the first-party audience definition. 

You determine your lookalike audiences by choosing your source audience (created by pulling information based on your customer’s lists or fan page). That’s why it’s important that your team gather all the essential information (such as first and last name, email address, city, state, country, age, gender) from your customers so that lookalike audience can more accurately find new potential customers. 

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