MM Awards

Facebook is trialling custom audiences with brands based on Instagram engagement

Tyrone Stewart

Instagram StoriesFacebook has begun testing a way to give brands the opportunity to create custom audiences based on people who have engaged with Instagram business profiles.

As first reported by Ad Week, brands in the test group can specify the type of engaged Instagram user they want to target based on categories – such as all interactions and users who have messaged the profile within a time period of up to 365 days.

Brands are also able to add up to a total of five either inclusionary or exclusionary rules sections. If a user meets any of the inclusion they will be part of the custom audience. However, exclusionary criteria override inclusionary ones.

Facebook is yet to comment on the trial and it is unclear which brands are the first explore the new feature. Facebook’s Help Centre page simply reads: “This product is in testing and may not be available to you right now.”