When you set up an Instagram advertising campaign, the standard approach is to target your audience based on specific demographic or psychographic filters like interests and past behaviour. However, brands can also choose to create their own custom audience from a private source of information. For example, a custom audience on Instagram can be based on website traffic, a certain app activity or previous engagement with your content. As these people have already displayed an interest in your business, reaching them with targeted advertisements can deliver amazing results.
To get started, you’ll need to prepare your customer database in advance. This is because your custom audience information needs to include so-called “identifiers”, which includes snippets of personal data such as a photo number, email address or home address. After making sure you’ve input this information correctly, you can submit your custom audience through the Facebook Business Manager and wait for confirmation that it’s ready to go.