Custom audiences by social engagement on posts?

Facebook Marketing Strategist Jon Loomer discovered what could be a new targeting tool for Facebook advertisers: the ability to create custom audiences based on social engagement.

Loomer posted his discovery in a blog post noting that when he went to create a custom audience he had more than the regular 3 option types for creating a custom audience. He had one additional option: people who have engaged with your content! This new targeting option does not appear to be an available for the majority of advertisers yet, but opens up some interesting possibilities. Loomer notes that he’s only able to create custom audiences off of people engaging with videos, but it appears the function is built for multiple types of content. Imagine how dialed in a custom audience list could be by targeting people who had already engaged with your content previously!

While Twitter recently introduced a similar feature, something like this has been a long time coming for Facebook. Time will tell when it rolls out for the rest of us and in what capacity.

We heart the Heart more than the Star

Many people bemoaned Twitter’s decision to kill off the Favorite button and replace that with a Like button similar to Facebook. However, the move appears to be paying off for the social network. Locowise reports Twitter has seen a nearly 29% increase in people liking tweets vs favoriting them. The study included 1,500 Twitter accounts over a three month period with more than 2.2 million tweets.

Locowise noted that a big reason for the increase is due to the favorite button being used to archive material for later compared to the like button. That’s in comparison to a like which provides an immediate representation of your approval of something. While Twitter has been struggling in recent months, positive news like this is promising for the social network.