Understanding the Facebook Audience

the types of facebook audience


The different types of Facebook audiences are covered here for reaching out to the right people in an effective way. Are you a start-up, looking to expand your business rapidly, or a big organization looking to upgrade your Facebook Advertising Strategy? 

Regardless of what kind you are, you are welcome here! 

Facebook Advertising is one of the most efficient methods of marketing your service/products online. 

But wait, let’s not get carried away. For anything to be successful, the right amount of effort and a strategy must always be put in for the desired outcome.

Without any further ado, let’s jump into the tutorial for selecting Facebook Audience for your business. 

Small steps from here will give you a natural understanding, so stick with me.

In this blog, I will be taking you through:-

  • Importance of Facebook Audience
  • How to create your Facebook Audience 
  • The types of Facebook audience
  • Tips to keep in mind while picking your Facebook Audience

Importance of Facebook Audience

Let’s answer this question together. 

What is the main aim of any business? If you’re thinking profits or equity, hard no my dear friend! That’s not the answer.

Any business would have its first priority is customer satisfaction. Be it a B2C or B2B company for that matter. 

Since you’re catering your expertise to your customers, don’t you think your hard work and effort should be taken to the right crowd?

I bet you do!

With this, I hope you have an understanding as to why picking the right audience on Facebook is important. 

Time to cut to the chase now.

How to Create your Facebook Audience

Creating your Facebook Audience is only half as hard as it seems. However, as I said earlier, you have to give it the utmost care and thought. 

facebook audience

Anyways, here are the basic steps

  • You will require the Audience Manager Tool to create a preferable Facebook Audience. 
  • You can find this tool in the Business Manager, by clicking on the menu to the top-right and selecting “Audiences”.
  • On this page, you will be able to see all your Saved Facebook Audiences and create new ones as well!

While setting up your campaign, you will first have to select an objective. Having a clear objective in mind is recommended, 

This would make it easier for you to predetermine the kind of audience to pick for your advertising and marketing campaign on Facebook.

The types of Facebook Audience

The only reason you clicked on the link to this blog is probably that you saw the options Facebook was offering you and got baffled and confused.

But now that you’re here, there is absolutely no need to worry. 

Let me break this down for you.

There are three basic divisions in the types of Facebook Audience:-

  • Saved Audience
  • Custom Audience 
  • Lookalike Audience

These options offered by Facebook have plenty of features packed in them that will assist you in coming up with a scintillating advertising campaign.

Facebook Audience

Saved Audience

Using the Saved Audience feature on Facebook is one of the easiest and efficient ways to advertise on Facebook. It offers a wide range of mods that you can add while picking your audience which will help in targeting your audience to pinpoint accuracy.

The mods that you can pick to target your audience are:-

  • Location
  • Demographics
  • Interests 
  • Behavior


Facebook allows you to target individuals based on their location. Honestly, ‘Location’ seems like a very broad term to use. Advertising on Facebook is a lot more sophisticated than that.

When I say location, I mean – Country, State/Region, Counties, DMA(Designated Market Area), City, Postal Code, and Specific Address Radius. 

You can simply pick the one that you think is apt for your ad campaign and proceed. 

Hold your breath because this does not end here!

Facebook takes it one step further and offers even more specific features. They are:-

  • Everyone in this location
  • People who live in this location
  • Users recently in this location
  • People traveling to this location


Demographics is another blanket term that has a handful of features under it. Facebook is almost relentless when it comes to such things.

You can target people according to their ethnicity, political views, life events, income, job titles, and so on. 

While these are only like add ons, the three main divisions that come under demographics are:-

  • Age
  • Gender
  • Language

Age – You can select an age range to which you can steer your campaign. For example – if you’re selling game CDs, your target would be – people from the age of 18-25.

Gender – You can choose from men, women, or others.

Language – If your ad is in French or Spanish, there’s no point targeting it to an English or German-speaking audience. 


These interests are based on the user’s:- 

  • Likes
  • Interests 
  • Apps they use
  • Pages they’ve liked

This feature on Facebook is considered very unique since is very accurate. It also enables you to target people who are interested in a field or subject that your product or service belongs to. 

You could also target people who follow your competitor to broaden your scope of sales.

To do this, you can simply go through the menu and pick a few from the hundreds of options available, or even pick just one. Anything that suits you. Facebook will also give you suggestions.

Adding more than one interest will increase the chances of conversions for you. So don’t hesitate to mix and match. But make sure they are the right combinations.


This feature helps you target users according to their behavior, as the header says. A few of those behaviors are:-

  • Anniversary 
  • Consumer Classification
  • Digital Activities
  • Expats 
  • Mobile Device User
  • Multicultural Affinity 
  • Seasonal and Events

Custom Audiences 

Creating a Saved Audience can seem relatively easy. It might be useful for a business that has just started to use Facebook for advertising. 

If it’s been a while since you’ve started using the platform and the expected results don’t turn out as great as you want them to be, it’s time to take your game to the next level.

Custom Audience on Facebook gives you more freedom and a wider spectrum to cover when it comes to targeting your audience.

That’s not all, you can even retarget the audience who have visited your website or app in the past.

This advanced methodology puts the audience in a highly valuable category. 

This is just a brief of Custom Audience.

Moving on, there are 4 ways by which you can select your custom audience on Facebook:-

  • Customer File 
  • Website Traffic
  • App Activity 
  • Engagement on Facebook 

Customer Files

Your business website or app might have a customer database containing their contact information. There are good chances that they might respond to your advertisement on Facebook since they’ve already interacted with your brand and are aware of your value. 

Customer files can include a phone number, email id, and other important points of contact.

To create a Custom Audience on Facebook:-

  • Create Facebook Custom Audience
  • Select the ‘Customer File’ option
  • Select a customer file if you wish to add one
  • Import customer data
  • Select Identifiers 
  • Upload a customer file
  • Name your Custom Audience

Website Traffic

The Website Traffic feature is very similar to CUstomer Files. Facebook allows you to retarget those who have previously visited your website and have had minimum interaction with your business. 

However, the Customer FIles option is more personalized since they send emails and messages to customer’s regularly used email ids and mobiles. 

There’s also an important point to remember while creating a Custom Audience based on website traffic – Install Facebook Pixel. 

On picking the Custom Audience feature, Facebook offers you a multitude of options:-

  • Target everyone who visited the website
  • You can target people who only visited certain web pages
  • Target people who visited a few web pages and did not visit the rest
  • Target people who haven’t visited your website for a while

App Activity 

As the name suggests, this feature will help you in targeting customers who have previously used your app on their android or iOS devices. 

You can select a specific audience who have made a certain purchase from your website and retarget them since you know they would e interested in a similar product or service. 

To use this feature, it is mandatory to register your app on Facebook and set up app events.

Engagement on Facebook

If you’re looking to make an advertising campaign on Facebook, it’s obvious that you’ve set up a page for your business on the platform. 

The ‘Engagement on Facebook’ feature allows you to target the users who are on Facebook. The options offered are:-

  • Users who visited your page on Facebook
  • Audience who engaged with your Facebook page posts or ads
  • The people who clicked on CTA(Call-to-action) buttons 
  • The users who sent a message to your page
  • People who saved your page or posts

I assure you that this feature will work for sure since these users have already interacted with your brand and are also interested in it. 

Now, that brings us to our final segment of the kinds of audiences on Facebook.

It is easy to confuse yourself between Facebook Reach and Engagement, have a clear understanding of it before you proceed.

Lookalike Audience

The Lookalike Audience feature on Facebook is like a bonus add-on to your Custom Audience.

Read that again, it’s a multipurpose statement. In order to set your Lookalike Audience for advertising on Facebook, you need to have already set up your Custom Audience.

Since your Lookalike Audience will be similar to your Custom Audience, the chances of conversions are potentially higher. 

To set up a Lookalike Audience:-

  • Create a Custom Audience
  • Select ‘’Lookalike Audience” from Audience Creation Menu
  • Pick Target Country 
  • You can select any Percent from 1%-10% – As you increase the percentage, the similarity between your Custom Audience and Lookalike Audience will increase. 

That’s about the kinds of Audience on Facebook folks! 

But before I let you go, let me give you a few tips that will assist you in picking the right audience for your Facebook Ad Campaign. 

Tips to Keep in Mind while Picking your Facebook Audience

  • Data is your best friend while picking a Lookalike Audience. Make sure your Custom and Lookalike Audiences are factually and statistically supported to obtain optimal results from your Ad Campaign on Facebook.
  • You can choose to advertise to millions of users on Facebook, but that will cost you hundreds of thousands of dollars. Unless you have that big a capital to invest, I’d suggest you keep your target audience narrow but effective. The gamble of having a huge campaign budget can sometimes go wrong. 
  • As I mentioned in the above paragraph, it’s not about the number of people you cater to, it’s the number of people you impress. The quality of ad engagement matters. To help you with this, Facebook offers you a tool called the ‘Relevance Score’. This determines your cost per click and ad frequency on the platform. Having ads of good quality and engagement will increase your Relevance Score. So, be mindful. 


That brings us to the end of this blog. I hope you have a clear idea of the importance, types of audience, and the basics of picking an audience on Facebook. 

As a bonus, I’ve also given you a few tips to follow while advertising on Facebook.

I wish you all the luck and success as you and your business take this ground-breaking journey.

Have a good day!