What is a custom audience in social media marketing?

A custom audience in social media marketing refers to an audience that is specifically created based on the marketer's criteria and specifications. This means that marketers can use various data points, such as previous customer interactions, website visits, engagement with social media content, and other relevant behaviors to define this group.

By using custom audiences, businesses can effectively target their ads to specific individuals or segments that are more likely to convert, improving overall advertising efficiency. The ability to tailor audiences based on specific behaviors or demographics allows for more personalized marketing strategies, which can lead to higher engagement rates and better return on investment.

In contrast, an audience segmented by age does not capture the customizable aspect that is essential to a custom audience. Similarly, an audience from competitors does not reflect the tailored approach that characterizes a custom audience, and identifying an audience that follows certain trends doesn't focus on specific interactions or attributes tied to a brand.