How to use Facebook advertising to target a niche audience

Social media advertising can be great for businesses trying to tap into a specific target audience. Facebook users continuously update their own information, share trends that they care about, and engage with brands that interest them. Between Facebook’s promoted posts and click-based ads, compared to traditional media advertising, Facebook allows businesses to be a lot more specific in determining who gets exposure to their ads.

To reach out to potential customers effectively, businesses must find a relevant audience that is interested in the product and sincerely engage with that audience. When looking for that relevant audience, it’s important to balance reaching a wide enough demographic with limiting that target audience to people who would actually consider purchasing the product. Facebook has limitations on the specificity of content an advertiser can spread to its users, and it’s more cost-effective for the business to filter out irrelevant viewers anyways.

If a fictional local business, Nate’s Organic Pet Foods, wants to advertise a special promotion on hand-baked rabbit treats, they should target rabbit owners in the area who are interested in sustainable consumption. Targeting pet owners in general still captures a good market for the business, but for this promotion, Nate’s can concentrate on engaging with just rabbit owners since this audience has the most potential to turn into customers.

When Nate’s identifies their target audience, they should also consider overlapping the target criteria– for example, exposing users who have visited pages of farmers markets and pet stores. After specifying the overlap target audience, Nate’s Organic Pet Foods can send out ads and posts at this audience to generate interest in the product and get customers to interact with the brand. One way many businesses encourage users to interact with the brand is by asking questions in their boosted posts, usually around holidays. (“Happy Easter from Nate’s Organic Pet Foods! How did you and your pets celebrate this weekend?”) Users – especially pet owners – enjoy sharing their own experiences or ideas with the brand, and a conversational flow of activity on that post draws in more potential fans and customers.

Ultimately, Facebook ads should encourage users to contribute their own content to the brand page. The more submitted photos of disgruntled dogs in Easter bunny costumes, the better. When users share their own experiences with Nate’s, they engage with a living, breathing brand and are more invested in it. Facebook promotions are a business’s opportunity to tailor ads toward a specific target market, and if a business can personalize that experience as much as possible in one short advertisement, they can grow their relationship with their customers.