A social audience consists of people who actively express interest in specific topics, content, or influential figures across social media platforms such as Instagram, YouTube, LinkedIn, and more.
How to Create a Social Audience
To create a social audience, follow these steps:
Navigate to the Audiences section within the main campaigns tab.
Click + Audience in the top right corner of the screen.
Select Social as the audience type.
Add a name and description for your audience.
Click Create to proceed.
Defining Your Audience
To generate a social audience, add at least one inclusion parameter from the following options:
Curated Audiences: Pre-built audience segments based on interests, brands, media properties, or influencers.
Employment & Profession Data: Audiences based on job title or employer, derived from social media platforms.
Personality Types: Audiences categorized based on psychological insights, such as Big Five Personality Traits or Needs & Values.
Once an inclusion parameter is set, you can further refine your audience by adding additional parameters.
Adjusting Your Audience with Include, Exclude, and Filter
To fine-tune your audience, you can use include, exclude, and filter controls:
Include: Adds individuals from the selected parameter to your audience.
Exclude: Removes individuals who match that parameter from your audience.
Filter: Narrows your audience to only those who meet the specified criteria.
Example
Example
If you start with a Curated Audience of 'Technology Enthusiasts', you could:
Exclude people who work in IT if you want non-professionals in the tech space.
Filter for women to ensure the audience consists only of female tech enthusiasts.
In addition to Curated Audiences, Personality Types, and Employment & Profession Data, demographic data (such as age, gender, ethnicity, and location) can be used to refine the audience.
Demographic data can only be used to exclude or filter your audience; it cannot be added as an inclusion parameter.
Activating Your Audience
Once your audience is fully defined, activate it by clicking Activate in the top right corner of your screen. The audience will take 3-5 days to process before it's available for use.
Important Notes
Those using social audiences should expect to add at least $1 to their CPM rates, as social targeting utilizes third-party data that may increase the amount required to win bids.
Social audiences take 3-5 days to process before they are available for use. Be sure to build them in advance to avoid delays in campaign activation.
Be intentional with how you include, exclude, and filter to ensure the right balance of reach and precision.