Facebook and Instagram Targeting: An In-Depth Guide for 2021

Facebook and Instagram Targeting: An In-Depth Guide for 2021

Targeting is the most important part of any marketing effort, full stop. Conversely, it’s often the least understood aspect of most social media campaigns. Agencies put forth countless variations of...

Targeting is the most important part of any marketing effort, full stop. Conversely, it’s often the least understood aspect of most social media campaigns. Agencies put forth countless variations of creatives, test out numerous CTAs (Learn More vs. Watch Now) and vertical vs. horizontal images; there are 45 headlines and 65 versions of the text; Facebook is weighed against Instagram for its “cultural fit” with the brand. All the while, the actual target audience is simply described with fuzzy words that don’t mean anything – think business decision-makers or industry leaders.

Facebook_Instagram_Targeting_Options

Here’s a question I get all the time: “Can you target BDMs in Asia on Facebook?”
Well, sure. But, what does that actually mean? Do you want the entirety of ASIA, the world’s most populous continent by far? Does Asia include the Middle East for you (it should, since that’s actually where the region is located, but probably doesn’t from my experience)? Are there any industries that matter most?

Who Is Going to Pay for Your Services / Buy Your Product?

I can keep going with this painful rhetorical exercise, but let’s not. Facebook and Instagram offer really powerful targeting capabilities that generally outweigh those of Twitter, Pinterest, Google Ads, Snapchat, and more while offering a bigger scale and lower costs than LinkedIn. You can even take a free course to learn about it. Wouldn’t you like to know exactly what those targeting options are, so you can start making better decisions about whom to target? 
Your answer should be “yes,” because if not, good luck getting that sweet ROI on those BDMs in Bangladesh who got half your campaign’s impressions when you meant to target women small business owners in the tourism industry in Australia.

Audience Targeting Tips

Here are a handful of tips for successfully targeting the audience that’s right for your goals:

  • Don’t forget you can layer targeting options together, creating more and more niche audiences. You can choose only management within the healthcare industry, but then also only people with interests in finance from that group.
  • You can upload your email lists (expect something like a 50% match rate generally), then pare down the targeting with multiple AND statements to get your exact target. 
  • Make lots of lookalike audiences. This can be especially helpful if you’re trying to reach people who will be more likely to take similar actions when compared to groups you’ve already successfully targeted.
  • If you get very specific with your targeting (under 50k), don’t forget that you’ll need to rotate in fresh creative (or use dynamic ads!) to avoid showing that niche audience the same creatives 45 times per month.
  • Don’t waste your time and money on generic “branding” — target only the audience that needs to know about you, and that requires all of the tactics listed above. Large-scale awareness campaigns are the work of Coca-Cola and other gigantic corporations, not regional business services firms.

Without further ado, below are the nitty-gritty options of Facebook and Instagram’s full targeting options:
*Please note these options are updated over time, and this pull is from December 2020, so when more behaviors and demographics are taken away over time, it’s not our fault!

Facebook and Instagram’s Full Targeting Options:

Demographics

  • Education
    • Education Level
      • Associate degree
      • College grad
      • Doctorate degree
      • High school grad
      • In college
      • In grad school
      • In high school
      • Master’s degree
      • Professional degree
      • Some college
      • Some grad school
      • Some high school
      • Unspecified
  • Fields of Study (you must search, no list available)
  • Schools (you must search, no list available)
  • Undergrad Years (1980 to 2024)

  • Financial
    • Income
      • Household income: top 10% of ZIP codes (US)
      • Household income: top 10%-25% of ZIP codes (US)
      • Household income: top 25%-50% of ZIP codes (US)
      • Household income: top 5% of ZIP codes (US)
  • Life Events
    • Anniversary
      • Anniversary within 30 days
      • Anniversary within 31-60 Days
      • Away from family
      • Away from hometown
  • Birthday
    • Birthday Month
      • Birthday in January
      • Birthday in February
      • Birthday in March
      • Birthday in April
      • Birthday in May
      • Birthday in June
      • Birthday in July
      • Birthday in August
      • Birthday in September
      • Birthday in October
      • Birthday in November
      • Birthday in December
      • Upcoming birthday
  • Friends of
      • Close Friends of Men with a Birthday in 0-7 days
      • Close Friends of Men with a Birthday in 7-30 days
      • Close Friends of Recently Moved
      • Close Friends of Women with a Birthday in 0-7 days
      • Close Friends of Women with a Birthday in 7-30 days
      • Close friends of newly engaged people
      • Close friends of newlyweds
      • Close friends of people with birthdays in a month
      • Close friends of people with birthdays in a week
  • Relationship Status
      • Long-distance relationship
      • New job
      • New relationship
      • Newly engaged (1 year)
      • Newly engaged (3 months)
      • Newly-engaged (6 months)
      • Newlywed (1 year)
      • Newlywed (3 months)
      • Newlywed (6 months)
      • Recently moved

  • Parents
    • All Parents
      • New Parents (0-12 months)
      • Parents (All)
      • Parents with adult children (18-26 years)
      • Parents with early school-age children (06-08 years)
      • Parents with preschoolers (03-05 years)
      • Parents with preteens (09-12 years)
      • Parents with teenagers (13-17 years)
      • Parents with toddlers (01-02 years)
  • Relationship
    • Relationship Status
      • Civil Union
      • Complicated
      • Divorced
      • Domestic Partnership
      • Engaged
      • In a relationship
      • Married
      • Open Relationship
      • Separated
      • Single
      • Unspecified
      • Widowed
  • Work
    • Employers (you must search, no list available)
    • Industries
      • Administrative Services
      • Architecture and Engineering
      • Arts, Entertainment, Sports and Media
      • Business and Finance
      • Cleaning and Maintenance Services
      • Community and Social Services
      • Computation and Mathematics
      • Construction and Extraction
      • Education and Libraries
      • Farming, Fishing, and Forestry
      • Food and Restaurants
      • Government Employees (Global)
      • Healthcare and Medical Services
      • IT and Technical Services
      • Installation and Repair Services
      • Legal Services
      • Life, Physical and Social Sciences
      • Management
      • Military (Global)
      • Production
      • Protective Services
      • Sales
      • Transportation and Moving
      • Veterans (US)
    • Job Titles (you must search, no list available)

Interests 

(People who have expressed an interest in or like pages related to [insert interest])

  • Business and industry
    • Advertising
    • Agriculture
    • Architecture
    • Aviation
    • Banking
      • Investment banking
      • Online banking
      • Retail banking
    • Business
    • Construction
    • Design
      • Fashion design
      • Graphic design
      • Interior design
    • Economics
    • Engineering
    • Entrepreneurship
    • Health care
    • Higher education
    • Management
    • Marketing
    • Nursing
    • Online
      • Digital marketing
      • Display advertising
      • Email marketing
      • Online advertising
      • Search engine optimization
      • Social media
      • Social media marketing
      • Web design
      • Web development
      • Web hosting
    • Personal finance
      • Credit cards
      • Insurance
      • Investment
      • Mortgage loans
    • Real estate
    • Retail
    • Sales
    • Science
    • Small business
  • Entertainment
    • Games
      • Action games
      • Board games
      • Browser games
      • Card games
      • Casino games
      • First-person shooter games
      • Gambling
      • Massively multiplayer online games
      • Massively multiplayer online role-playing games
      • Online games
      • Online poker
      • Puzzle video games
      • Racing games
      • Role-playing games
      • Simulation games
      • Sports games
      • Strategy games
      • Video games
      • Word games
    • Live events
      • Ballet
      • Bars
      • Concerts
      • Dancehalls
      • Music festivals
      • Nightclubs
      • Parties
      • Plays
      • Theatre
    • Movies
      • Action movies
      • Animated movies
      • Anime movies
      • Bollywood movies
      • Comedy movies
      • Documentary movies
      • Drama movies
      • Fantasy movies
      • Horror movies
      • Musical theatre
      • Science fiction movies
      • Thriller movies
    • Music
      • Blues music
      • Classical music
      • Country music
      • Dance music
      • Electronic music
      • Gospel music
      • Heavy metal music
      • Hip hop music
      • Jazz music
      • Music videos
      • Pop music
      • Rhythm and blues music
      • Rock music
      • Soul music
    • Reading
      • Books
      • Comics
      • E-books
      • Fiction books
      • Literature
      • Magazines
      • Manga
      • Mystery fiction
      • Newspapers
      • Non-fiction books
      • Romance novels
    • TV
      • TV comedies
      • TV game shows
      • TV reality shows
      • TV talk shows
  • Family and relationships
    • Dating
    • Family
    • Fatherhood
    • Friendship
    • Marriage
    • Motherhood
    • Parenting
    • Weddings
  • Fitness and wellness
    • Bodybuilding
    • Meditation
    • Physical exercise
    • Physical fitness
    • Running
    • Weight training
    • Yoga
  • Food and drink
    • Alcoholic beverages
      • Beer
      • Distilled beverage
      • Wine
    • Beverages
      • Coffee
      • Energy drinks
      • Juice
      • Soft drinks
      • Tea
    • Cooking
      • Baking
      • Recipes
    • Cuisine
      • Chinese cuisine
      • French cuisine
      • German cuisine
      • Greek cuisine
      • Indian cuisine
      • Italian cuisine
      • Japanese cuisine
      • Korean cuisine
      • Latin American cuisine
      • Mexican cuisine
      • Middle Eastern cuisine
      • Spanish cuisine
      • Thai cuisine
      • Vietnamese cuisine
    • Food
      • Barbecue
      • Chocolate
      • Desserts
      • Fast food
      • Organic food
      • Pizza
      • Seafood
      • Veganism
      • Vegetarianism
    • Restaurants
      • Coffeehouses
      • Diners
      • Fast-casual restaurants
      • Fast food restaurants
  • Hobbies and activities
    • Arts and music
      • Acting
      • Crafts
      • Dance
      • Drawing
      • Drums
      • Fine art
      • Guitar
      • Painting
      • Performing arts
      • Photography
      • Sculpture
      • Singing
      • Writing
    • Current events
    • Home and garden
      • Do it yourself (DIY)
      • Furniture
      • Gardening
      • Home Appliances
      • Home improvement
    • Pets
      • Birds
      • Cats
      • Dogs
      • Fish
      • Horses
      • Pet food
      • Rabbits
      • Reptiles
    • Politics and social issues
      • Charity and causes
      • Community issues
      • Environmentalism
      • Law
      • Politics
      • Religion
      • Sustainability
      • Veterans
      • Volunteering
    • Travel
      • Adventure travel
      • Air travel
      • Beaches
      • Car rentals
      • Cruises
      • Ecotourism
      • Hotels
      • Lakes
      • Mountains
      • Nature
      • Theme parks
      • Tourism
      • Vacations
    • Vehicles
      • Automobiles
      • Boats
      • Electric vehicle
      • Hybrids
      • Minivans
      • Motorcycles
      • RVs
      • SUVs
      • Scooters
      • Trucks
  • Shopping and fashion
    • Beauty
      • Beauty salons
      • Cosmetics
      • Fragrances
      • Hair products
      • Spas
      • Tattoos
    • Clothing
      • Children’s clothing
      • Men’s clothing
      • Shoes
      • Women’s clothing
    • Fashion accessories
      • Dresses
      • Handbags
      • Jewelry
      • Sunglasses
    • Shopping
      • Boutiques
      • Coupons
      • Discount stores
      • Luxury goods
      • Online shopping
      • Shopping malls
    • Toys
  • Sports and outdoors
    • Outdoor recreation
      • Boating
      • Camping
      • Fishing
      • Horseback riding
      • Hunting
      • Mountain biking
      • Surfing
    • Sports
      • American football
      • Association football (Soccer)
      • Auto racing
      • Baseball
      • Basketball
      • College football
      • Golf
      • Marathons
      • Skiing
      • Snowboarding
      • Swimming
      • Tennis
      • Triathlons
      • Volleyball
  • Technology
    • Computers
      • Computer memory
      • Computer monitors
      • Computer processors
      • Computer servers
      • Desktop computers
      • Free software
      • Hard drives
      • Network storage
      • Software
      • Tablet computers
    • Consumer electronics
      • Audio equipment
      • Camcorders
      • Cameras
      • E-book readers
      • GPS devices
      • Game consoles
      • Mobile phones
      • Portable media players
      • Projectors
      • Smartphones
      • Televisions

Behaviors

  • Anniversary
    • Anniversary (within 61-90 days)
  • Consumer Classification
    • Argentina
      • People who prefer high-value goods in Argentina
      • People who prefer mid and high-value goods in Argentina
    • Brazil
      • People in Brazil who prefer mid and high-value goods
      • People who prefer high-value goods in Brazil
    • Chile
      • People who prefer high-value goods in Chile
      • People who prefer mid and high-value goods in Chile
    • India
      • People who prefer high-value goods in India
      • People who prefer mid and high-value goods in India
    • Indonesia
      • People in Indonesia who prefer mid and high-value goods
      • People who prefer high-value goods in Indonesia
    • Kingdom of Saudi Arabia
      • People who prefer high-value goods in Kingdom of Saudi Arabia
      • People who prefer mid and high-value goods in Kingdom of Saudi Arabia
    • Malaysia
      • People who prefer high-value goods in Malaysia
      • People who prefer mid and high-value goods in Malaysia
    • Mexico
      • People who prefer high-value goods in Mexico
      • People who prefer mid and high-value goods in Mexico
    • Pakistan
      • People who prefer high-value goods in Pakistan
      • People who prefer mid and high-value goods in Pakistan
    • Philippines
      • People who prefer high-value goods in the Philippines
      • People who prefer mid and high-value goods in the Philippines
    • South Africa
      • People who prefer high-value goods in South Africa
      • People who prefer mid and high-value goods in South Africa
    • Turkey
      • People who prefer high-value goods in Turkey
      • People who prefer mid and high-value goods in Turkey
    • UAE
      • People who prefer high-value goods in the UAE
      • People who prefer mid and high-value goods in the UAE
  • Digital activities
    • Operating System Used
      • Facebook access (OS): Windows 10
    • Canvas Gaming
      • Played Canvas games (last 14 days)
      • Played Canvas games (last 3 days)
      • Played Canvas games (last 7 days)
      • Played Canvas games (yesterday)
    • Console gamers
    • Facebook Payments users (30 days)
    • Facebook Payments users (90 days)
    • Facebook Payments users (higher than average spend)
    • Facebook access: older devices and OS
    • Facebook page admins
      • Business page admins
      • Community & Club page admins
      • Facebook Page admins
      • Food & Restaurant page admins
      • Health & Beauty page admins
      • Retail page admins
      • Sports page admins
      • Travel & Tourism page admins
    • Internet Browser Used
      • Facebook access (browser): Chrome
      • Facebook access (browser): Firefox
      • Facebook access (browser): Internet Explorer
      • Facebook access (browser): Microsoft Edge
      • Facebook access (browser): Opera
      • Facebook access (browser): Safari
    • Operating System Used
      • Facebook access (OS): Mac OS X
      • Facebook access (OS): Mac Sierra
      • Facebook access (OS): Windows 7
      • Facebook access (OS): Windows 8
      • Facebook access (OS): Windows Vista
      • Facebook access (OS): Windows XP
    • People who have visited Facebook Gaming
    • People who have watched a Rewarded Video in the last 30 days
    • Small business owners
    • Technology early adopters


In honor of the Expats interest breakdown below, here’s a photo of the marvelous Rio de Janeiro, to give your eyes a rest.

  • Expats
    • Lived in Brazil (Formerly Expats – Brazil)
    • Family of those who live abroad
    • Friends of those who live abroad
    • Lived in Algeria (Formerly Expats – Algeria)
    • Lived in Argentina (Formerly Expats – Argentina)
    • Lived in Australia (Formerly Expats – Australia)
    • Lived in Austria (Formerly Expats – Austria)
    • Lived in Bangladesh (Formerly Expats – Bangladesh)
    • Lived in Belgium (Formerly Expats – Belgium)
    • Lived in Cameroon (Formerly Expats – Cameroon)
    • Lived in Canada (Formerly Expats – Canada)
    • Lived in Chile (Formerly Expats – Chile)
    • Lived in China (Formerly Expats – China)
    • Lived in Colombia (Formerly Expats – Colombia)
    • Lived in Congo DRC (Formerly Expats – Congo DRC)
    • Lived in Cuba (Formerly Expats – Cuba)
    • Lived in Cyprus (Formerly Expats – Cyprus)
    • Lived in Czech Republic (Formerly Expats – Czech Republic)
    • Lived in Denmark (Formerly Expats – Denmark)
    • Lived in Dominican Republic (Formerly Expats – Dominican Republic)
    • Lived in El Salvador (Formerly Expats – El Salvador)
    • Lived in Estonia (Formerly Expats – Estonia)
    • Lived in Ethiopia (Formerly Expats – Ethiopia)
    • Lived in Finland (Formerly Expats – Finland)
    • Lived in France (Formerly Expats – France)
    • Lived in Germany (Formerly Expats – Germany)
    • Lived in Ghana (Formerly Expats – Ghana)
    • Lived in Greece (Formerly Expats – Greece)
    • Lived in Guatemala (Formerly Expats – Guatemala)
    • Lived in Haiti (Formerly Expats – Haiti)
    • Lived in Honduras (Formerly Expats – Honduras)
    • Lived in Hong Kong (Formerly Expats – Hong Kong)
    • Lived in Hungary (Formerly Expats – Hungary)
    • Lived in India (Formerly Expats – India)
    • Lived in Indonesia (Formerly Expats – Indonesia)
    • Lived in Ireland (Formerly Expats – Ireland)
    • Lived in Israel (Formerly Expats – Israel)
    • Lived in Italy (Formerly Expats – Italy)
    • Lived in Ivory Coast (Formerly Expats – Ivory Coast)
    • Lived in Jamaica (Formerly Expats – Jamaica)
    • Lived in Japan (Formerly Expats – Japan)
    • Lived in Jordan (Formerly Expats – Jordan)
    • Lived in Kenya (Formerly Expats – Kenya)
    • Lived in Kuwait (Formerly Expats – Kuwait)
    • Lived in Latvia (Formerly Expats – Latvia)
    • Lived in Lebanon (Formerly Expats – Lebanon)
    • Lived in Lithuania (Formerly Expats – Lithuania)
    • Lived in Luxembourg (Formerly Expats – Luxembourg)
    • Lived in Malaysia (Formerly Expats – Malaysia)
    • Lived in Malta (Formerly Expats – Malta)
    • Lived in Mexico (Formerly Expats – Mexico)
    • Lived in Monaco (Formerly Expats – Monaco)
    • Lived in Morocco (Formerly Expats – Morocco)
    • Lived in Nepal (Formerly Expats – Nepal)
    • Lived in Netherlands (Formerly Expats – Netherlands)
    • Lived in New Zealand (Formerly Expats – New Zealand)
    • Lived in Nicaragua (Formerly Expats – Nicaragua)
    • Lived in Nigeria (Formerly Expats – Nigeria)
    • Lived in Norway (Formerly Expats – Norway)
    • Lived in Peru (Formerly Expats – Peru)
    • Lived in Philippines (Formerly Expats – Philippines)
    • Lived in Poland (Formerly Expats – Poland)
    • Lived in Portugal (Formerly Expats – Portugal)
    • Lived in Puerto Rico (Formerly Expats – Puerto Rico)
    • Lived in Qatar (Formerly Expats – Qatar)
    • Lived in Romania (Formerly Expats – Romania)
    • Lived in Russia (Formerly Expats – Russia)
    • Lived in Rwanda (Formerly Expats – Rwanda)
    • Lived in Saudi Arabia (Formerly Expats – Saudi Arabia)
    • Lived in Senegal (Formerly Expats – Senegal)
    • Lived in Serbia (Formerly Expats – Serbia)
    • Lived in Sierra Leone (Formerly Expats – Sierra Leone)
    • Lived in Singapore (Formerly Expats – Singapore)
    • Lived in Slovakia (Formerly Expats – Slovakia)
    • Lived in Slovenia (Formerly Expats – Slovenia)
    • Lived in South Africa (Formerly Expats – South Africa)
    • Lived in South Korea (Formerly Expats – South Korea)
    • Lived in Spain (Formerly Expats – Spain)
    • Lived in Sri Lanka (Formerly Expats – Sri Lanka)
    • Lived in Sweden (Formerly Expats – Sweden)
    • Lived in Switzerland (Formerly Expats – Switzerland)
    • Lived in Tanzania (Formerly Expats – Tanzania)
    • Lived in Thailand (Formerly Expats – Thailand)
    • Lived in UAE (Formerly Expats – UAE)
    • Lived in UK (Formerly Expats – UK)
    • Lived in Uganda (Formerly Expats – Uganda)
    • Lived in United States (Formerly Expats – United States)
    • Lived in Venezuela (Formerly Expats – Venezuela)
    • Lived in Vietnam (Formerly Expats – Vietnam)
    • Lived in Zambia (Formerly Expats – Zambia)
    • Lived in Zimbabwe (Formerly Expats – Zimbabwe)
    • Lives abroad
  • Mobile Device User
    • All Mobile Devices by Brand
      • Amazon
        • Owns: Kindle Fire
      • Apple
        • Facebook access (mobile): iPad 1
        • Facebook access (mobile): iPad 2
        • Facebook access (mobile): iPad 3
        • Facebook access (mobile): iPhone 4
        • Facebook access (mobile): iPhone 4S
        • Facebook access (mobile): iPhone 5
        • Facebook access (mobile): iPhone 5C
        • Facebook access (mobile): iPhone 5S
        • Facebook access (mobile): iPhone 8
        • Facebook access (mobile): iPhone 8 Plus
        • Facebook access (mobile): iPhone X
        • Facebook access (mobile): iPhone XR
        • Facebook access (mobile): iPhone XS
        • Facebook access (mobile): iPhone XS Max
        • Facebook access (mobile): iPod Touch
        • Owns: iPad 4
        • Owns: iPad Air
        • Owns: iPad Air 2
        • Owns: iPad Mini 1
        • Owns: iPad Mini 2
        • Owns: iPad Mini 3
        • Owns: iPhone 6
        • Owns: iPhone 6 Plus
        • Owns: iPhone 6S
        • Owns: iPhone 6S Plus
        • Owns: iPhone 7
        • Owns: iPhone 7 Plus
        • Owns: iPhone SE
      • BlackBerry
        • Curve 9220
      • Facebook access (mobile): HTC Android mobile devices
      • Facebook access (mobile): Motorola Android mobile devices
      • Facebook access (mobile): Samsung Android mobile devices
      • Facebook access (mobile): Sony Android mobile devices
      • Facebook access(mobile): LG Android mobile devices
      • Google
        • Owns: Google Pixel
        • Owns: Nexus 5
      • HTC
        • Owns: HTC One
      • LG
        • Owns: LG G2 devices
        • Owns: LG G3
        • Owns: LG V10
      • Owns: Alcatel
      • Owns: Cherry Mobile
      • Owns: Gionee
      • Owns: Huawei
      • Owns: Karbonn
      • Owns: Micromax
      • Owns: Oppo
      • Owns: Tecno
      • Owns: VIVO devices
      • Owns: Xiaomi
      • Owns: ZTE
      • Samsung
        • Galaxy Note II
        • Galaxy Tab
        • Owns: Galaxy Grand
        • Owns: Galaxy Grand 2
        • Owns: Galaxy Note 3
        • Owns: Galaxy Note 4
        • Owns: Galaxy Note 5
        • Owns: Galaxy Note 7
        • Owns: Galaxy Note 8
        • Owns: Galaxy S 4 Mini
        • Owns: Galaxy S III Mini
        • Owns: Galaxy S III devices
        • Owns: Galaxy S4
        • Owns: Galaxy S5
        • Owns: Galaxy S6
        • Owns: Galaxy S7
        • Owns: Galaxy S7 Edge
        • Owns: Galaxy S8
        • Owns: Galaxy S8+
        • Owns: Galaxy S9
        • Owns: Galaxy S9+
        • Owns: Galaxy Tab 2
        • Owns: Galaxy Tab 3
        • Owns: Galaxy Tab 4
        • Owns: Galaxy Tab Pro
        • Owns: Galaxy Tab S
        • Owns: Galaxy Y devices
      • Sony
        • Owns: Xperia M
        • Owns: Xperia SL
        • Owns: Xperia Z
        • Owns: Xperia Z Ultra
        • Owns: Xperia Z3
        • Xperia T
    • All Mobile Devices by Operating System
      • Facebook access (mobile): Android devices
      • Facebook access (mobile): Apple (iOS) devices
      • Facebook access (mobile): Windows phones
    • Android: 360-degree media not supported
    • Android: 360-degree media supported
    • Facebook access (mobile): all mobile devices
    • Facebook access (mobile): feature phones
    • Facebook access (mobile): smartphones and tablets
    • Facebook access (mobile): tablets
    • Network Connection
      • Facebook access (network type): 2G
      • Facebook access (network type): 3G
      • Facebook access (network type): 4G
      • Facebook access (network type): WiFi
    • New smartphone and tablet users
    • Owns: OnePlus

  • Mobile Device User/Device Use Time
    • Uses a mobile device (1-3 months)
    • Uses a mobile device (10-12 months)
    • Uses a mobile device (13-18 months)
    • Uses a mobile device (19-24 months)
    • Uses a mobile device (25 months+)
    • Uses a mobile device (4-6 months)
    • Uses a mobile device (7-9 months)
    • Uses a mobile device (less than 1 month)
  • More Categories
    • Interested in Upcoming Events
    • Marketing API developers (last 90 days)
  • Politics (US)
    • Likely engagement with US political content (conservative)
    • Likely engagement with US political content (liberal)
    • Likely engagement with US political content (moderate)
  • Purchase behavior
    • Engaged Shoppers
  • Soccer
    • Close Friends of Soccer fans
    • Soccer fans (high content engagement)
    • Soccer fans (moderate content engagement)
  • Travel
    • Commuters
    • Frequent Travelers
    • Frequent international travelers
    • Returned from travels 1 week ago
    • Returned from travels 2 weeks ago

Additional Facebook and Instagram Interest Targeting

Countless, uncategorized interests aren’t listed, such as “Katy Perry,” “Expensive Taste,” “Google,” and innumerable others. If you think it could be an interest, it probably is, but you’ll have to go to Ads Manager and type your search into the Detailed Targeting section to find out – there’s no repository for that level of interest.

Targeting Categories Recently Removed From Facebook

Facebook continues to remove targeting categories it thinks could get it into trouble, because, well, Congress is mad at FacebookThus, there’s no longer any targeting by race on Facebook’s network. There used to be a “Multicultural Affinity” interest category (strange, huh?), but it was removed earlier this year. We did save it, however, before the change, so you can see how sloppy, generic, and still somewhat specific it used to be:

  • Multicultural Affinity
    • African American (US)
    • Asian American (US)
    • Hispanic (US – All)
    • Hispanic (US – Bilingual)
    • Hispanic (US – English dominant)
    • Hispanic (US – Spanish dominant)

Another removed Facebook interest targeting option was a Muslim proxy about Ramadan: 

  • Ramadan (Month)
    • Close friends of people engaged with Ramadan content
    • Ramadan month (high content engagement)
    • Ramadan month (medium content engagement)

While you can see why marketers would want to reach people based on those characteristics, it’s probably better for the world, and definitely, Facebook’s legal team, that they’ve removed those options.

Hopefully, this post has helped inform you of what you can specifically target on Facebook and Instagram, as well as give you some targeting tips. Targeting is essential, but essentials are often overlooked or ignored, and there’s no better way to waste your entire marketing budget than by doing just that. If you knew all of this already, please feel free to drop in a comment with any insights you might have to share, and if you’re looking for help growing your business, please reach out and let us know how we might be able to help you find the right audience.


Brandon Simes
Brandon is a well-rounded growth marketer with extensive experience in running data-driven social media campaigns across various platforms.

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