Big Facebook Ad Targeting Changes for 2022

Have you ever been shocked when that pair of shoes you were just talking about shows up on your Facebook feed? How did they know what you were just dreaming about before you logged on? 

Over the last few years, social media ad targeting has become increasingly precise. But recently, Facebook announced they would be pulling back on certain targeting options for their advertisers.

If you’re currently running ads on a Facebook or Instagram business account, this change will affect you. Here’s what you need to know.

Facebook’s new guidelines

Back in November, Facebook announced they would be removing certain detailed targeting options for their users while also expanding their available ad controls. What is the reason for this seemingly sudden change?

Facebook (who also owns Instagram), concluded there is sensitive content that doesn’t belong in our feeds when we do not go looking for it. The hope for these new parameters and guidelines is that the ads appearing in your feed will be based on verified interests and not simply on your interactions with (certain) content. 

Some of the sensitive content that they highlight includes: 

– Health causes

– Sexual orientation

– Political Beliefs and social issues

In making this change, Facebook’s goal remains to make its social platforms safer and welcoming for everyone. They also want to ensure more sensitive targeting options don’t lead to negative experiences for underrepresented people groups. These new changes will go into effect on all accounts beginning January 19, 2022.

The future of social advertising

While this will change how you can target and segment your audience, Facebook has promised to do everything possible to keep its advertising experience personal.

Facebook still wants to leave the floor open for small businesses, non-profits, and advocacy groups to reach people. They promise through broader targeting that those brands will still be able to reach the audiences that need their message. 

In place of detailed targeting, here are some other ad targeting options they’ve recommended instead:

1. Engagement Custom Audiences – These segments allow you to connect with people who’ve already interacted with your content in their feed.

2. Location Targeting – Allows users to find the right audience for your brand or business within certain areas.

3. Website Custom & Lookalike Audiences – Gives you a way to get in front of people who have already connected to your website or products. You can also widen your reach through lookalike audiences.

One thing is for sure – advertising on social media will always be evolving and changing. That’s why the best thing you can do is stay up to date on the trends and continue to test and see what works!

Do you currently run ads on Facebook and Instagram? What questions do you have about targeting your audience?