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Lookalike Audiences: Best Strategies to Expand Reach


Did you know that 74% of marketers think lookalike audiences work best for digital ads? Thanks to social media, businesses can reach out more effectively. They can do this through the “lookalike audiences” tool in ad managers.

Lookalike audiences are groups of people who act like your current customers or a set target group. They help you reach out to new potential customers. This means less work is needed to find out who might like your products or services. And, it can lead to more people making a purchase.


Key Takeaways

  • Lookalike audiences are a powerful tool for expanding your reach on social media platforms.
  • Utilizing lookalike audiences can help you find people interested in what you sell.
  • Using them on platforms like Google Ads, Facebook, and LinkedIn can boost your sales.
  • Choosing the right original audience and audience size is super important for lookalike campaigns.
  • Updating and trying new lookalike audiences often can keep you in front of your competition.

What are Lookalike Audiences?

what are lookalike audiences
What is A Lookalike Audience? Source: Ortto

Lookalike audiences help businesses find new customers like their current ones. This marketing tool uses customer data to reach people who might like your products. It makes your ads more relevant and can boost how many people buy from you.

Definition and Explanation

A lookalike audience is a group that acts or likes things similar to your customers. Platforms such as Facebook let you find these lookalikes. This means you can market to people likely to enjoy what you offer.

How These Audiences Work

Creating a lookalike audience starts with a great source audience, like your current customers. The platform then finds people with similar interests from these. This helps you reach potential customers with better chances of liking your stuff. In the end, it makes your marketing work better and smarter.

Benefits of Lookalike Audiences

Using lookalike audiences can benefit brands. They can reach more people interested in their products, which can help bring in more buyers and save time.

Increased Relevance and Higher Conversion Rates

Lookalike audiences let brands learn about their best customers. They can check if the age group they targeted is right and find areas in cities where people really like their brand.

This approach helps ads work better. Ads aimed at lookalike audiences often do better than general ads. A study found that these ads can cost less to get a response.

Don’t miss out on this Denim Social review to figure out how you can monitor your conversion rates and other metrics.

Expanded Reach and Time-Saving

Saving time helps you work on more relevant matters.

These audiences help brands connect with new potential customers. They match with people who have not heard of them but who may really like what they offer.

With lookalike audiences, finding new customers is easier. Brands don’t need to spend time researching and choosing targets. This saves them a lot of time and work.

Platforms Offering Lookalike Audiences

Facebook, Google, and LinkedIn have long been favorites for using lookalike audiences. However, there are other places that are worth checking out. These platforms have different tools and strategies. They help businesses grow by connecting more with their target customers.

Facebook and Instagram

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Facebook and Instagram are two of the biggest social media platforms today.

Facebook and Instagram are closely linked and offer strong tools for lookalike audiences. You can use customer data on them, like email lists. This helps reach users who are like your best customers. It leads to more people engaging with your ads and buying your products.


LinkedIn works similarly in creating lookalike audiences. It lets businesses find professionals who are like their current leads or customers. Using LinkedIn’s data, they can target people with similar job details, helping the ads appeal to a well-matched audience.

TikTok, Snapchat, and Pinterest

Platforms like TikTok, Snapchat, and Pinterest have also introduced their own lookalike audience features. On TikTok, advertisers can choose from specific, balanced, or broad targeting to reach more people. Snapchat has three types of lookalike audiences to choose from. Pinterest uses Actalike. It helps find users likely to interact with your Pins or site.

Looking into what each platform offers can really benefit businesses. It lets them make the most of their ads and target a wider range of customers who are most likely to want what they offer.

Creating Lookalike Audiences

Platforms can help you find similar audiences, but it’s not automatic. It’s best to try different audiences to see which works best. Start by looking at a customer list to find who responds well. This step can help you find the most effective group for your ads.

Choosing a Source Audience

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The source audience is where you will extract your lookalike audiences.

The type of people you start with is key in making similar audiences. Mix it up to see what group works better. Try groups you already know do well or new options to see which is best.

Selecting Region and Audience Size

You can choose the number of people your ads reach, from a 1% to a 10% share. Smaller numbers hit closer to your source. Bigger numbers reach more but are less exact. It’s all about finding what size works best for your goals.

Utilizing Lookalike Audiences

Using lookalike audiences is a smart way to find new buyers. It uses info from current customers to target people who are likely to be interested. This makes your ads more relevant and can boost how many people buy from you.

Combining with Other Targeting Options

Mixing lookalike audiences with other social media targeting options can improve your ads. For instance, if people like that you care about the environment, show them ads focused on that. Testing different ad messages and visuals helps find what your potential customers like most.

Monitoring and Optimizing Performance

It is essential to regularly check and adjust your lookalike audience ads. Keep track of how many people click on your ads, how many buy, and how much it costs. This helps you figure out which lookalike groups are working well. Trying out various goals for these audiences can refine your strategy and grow your ROI.

If you offer a special offer to new customers after they visit your site, they will often sign up for emails. This is a great way to keep in touch with your lookalike audience as they move through the buying process.

You can monitor your performance using a tool like Hootsuite. This Hootsuite review can help answer most of your relative to the platform.

Best Practices for Lookalike Audiences

Don’t limit yourself to what you already know in ads. Lookalike audiences can help you benefit more from your customer research. Some platforms even let you target the most valuable customers.

Selecting High-Quality Source Audiences

Finding the best source audience is crucial, and you should test to find it. A specific audience may have more in common with a large group. Start by testing a custom audience or a contact upload list to see what works best.

Experimenting with Different Approaches

Try various ads to see which message or visual attracts more people. Setting a clear goal for your lookalike audience is crucial. Testing different goals can also boost your return on investment (ROI).

Updating Audiences Regularly

Keep your lookalike audiences current by reviewing them often. As your business and customer base change, so should your lookalike audiences. By constantly improving them, you’ll stay relevant to your audience.

Lookalike Audiences and Social Media Marketing

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Lookalike audiences are beneficial to social media marketing

Exploring what works best for your business helps attract new customers. This expands your reach and boosts conversions. Lookalike audiences in social media marketing can ramp up brand awareness and visibility. Fine-tuning is key but the benefits are significant.

AdRoll recognizes the value of reaching the right customers in the right way. We provide the support and tools you need to succeed using lookalike audiences. It’s about connecting with potential customers on platforms like Facebook, Instagram, and others. This approach can elevate your social media marketing efforts significantly.


Expanding your business with lookalike audiences can change the game. It uses data from your current customers to find new people who are likely interested. This means you reach more relevant customers, increase conversions, and save time.

Using these audiences on sites like Facebook, Instagram, and others helps you find your perfect customer. Make sure you pick the right starting groups, try different ways, and update regularly for the best results.

Following these steps allows you to fully benefit from lookalike audiences. They can really push your marketing forward. Let data target your audience and watch your business grow.


  • What are lookalike audiences?
    Lookalike audiences are groups who act like your current customers. They have the same interests or behaviors. Using them lets you reach more people who might like what you offer.
  • How do lookalike audiences work?
    Lookalike audiences find new people who resemble your current customers. This allows you to introduce your offerings to a wider, potentially interested audience.
  • What are the benefits of using lookalike audiences?
    Using these audiences can make your ads more useful and effective. They help find people similar to your best customers, which may increase how many people buy or use your products.
  • What social media platforms offer lookalike audience features?
    These audience features are available on platforms like Facebook, Instagram, LinkedIn, TikTok, Snapchat, and Pinterest. You can find them in the ad managers of these social media sites.
  • How do I create effective lookalike audiences?
    Creating effective audiences means picking the right base audience. Then, choose the location and group size carefully. Try different strategies to see what works best for your business.
  • How can I optimize the performance of my lookalike audiences?
    To make these audiences work better, mix them with other targeting choices. Monitor their performance and update them often. This will bring you closer to the people who are most interested in what you offer.
  • What are the best practices for using lookalike audiences?
    The best way to use these audiences is to focus on creating the best base audience. Keep trying new things and refresh your audiences regularly for the best results.

While we’re on the topic of audiences, you might want to dig into this “Real People, Real Stories: How Video Testimonials Humanize Your Brand and Connect with Your Audience” article and discover relevant insights. 

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