Observed Signal · Dec 8, 2022 · Technical Release · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Positive
Meta Ads Now Target Instagram Audience
Meta has introduced a new Ad Targeting option that lets advertisers serve Facebook and Instagram ads specifically to people who follow their own Instagram account. The feature expands prior capabilities by enabling targeting based on the Instagram Audience, not just Facebook followers, and allows that audience to be used as the basis for Lookalike Audiences. The update helps widen reach and engagement on Instagram within Meta's ads ecosystem. Industry expert Jon Loomer notes the historical gap between targeting based on Facebook followers and Instagram followers. The article also references the Gen Z Trend Report 2023 as related inspiration for marketers exploring video and social trends.
Technical release of Meta's ad targeting feature for Instagram Audience on a major platform.
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Key Takeaways & Evidence Grounding
- Meta launches Instagram follower targeting for ads on Facebook and Instagram.
- Instagram Audience can be used to create Lookalike Audiences.
- Previously, targeting was available for Facebook followers but not Instagram followers.
- Jon Loomer notes the difference between Instagram and Facebook follower-based targeting.
- A tweet by Cory Henke (Dec 6, 2022) demonstrates the new targeting option.
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Threads tests Gems to honor valuable posts daily
Threads is testing a new feature called Gems, which awards up to 25 outstanding conversations daily with a visible diamond badge. The selection is algorithm-based, focusing on originality, timeliness, and authentic discussion, regardless of follower count. Posts or direct replies qualify, but reposts and content cross-posted from Instagram are excluded. The feature is currently limited to public US-based accounts of users aged 18 and older, though the badges are visible globally, including in Germany. Recipients get a notification and can share the badge. Users can hide the label if desired. Initial hints appeared in August via app researcher Alessandro Paluzzi. Threads aims to encourage original and engaging content, with no negative impact on reach for non-recipients.
Meta Bans TikTok Ads on Its Platforms in Multiple Regions
Meta has banned advertisements and paid marketing messages for TikTok, owned by ByteDance, on its platforms in the US, Canada, Egypt, Indonesia, Japan, Thailand, and Vietnam, effective October 8, 2026. The ban applies to both direct ByteDance ads and third-party campaigns linking to TikTok or other ByteDance services. Meta spokesperson Chris Sgro confirmed the move, citing standard practice to avoid supporting competitors. This intensifies rivalry between the social media giants, both designated as gatekeepers under the EU's Digital Markets Act. The ban excludes EU countries, but raises questions about cross-platform advertising. It follows Meta's $16.7 billion settlement with US states over youth safety, which requires TikTok and YouTube to implement similar safeguards, suggesting a strategic pressure tactic.
Xbox Launches TV & Film Division; Meta Tests Link Restrictions
This AdExchanger news roundup covers three major stories. Xbox has unveiled a new TV and film division named XP, led by Kayleen Walters, to explore monetization opportunities including formalizing sponsorships and brand partnerships. Separately, Meta is testing Meta One, a subscription bundle, and has begun charging non-subscribed business pages for including more than two external links in posts, with news pages currently exempt. Additionally, the article discusses the trend of mid-sized independent agencies merging into hybrid holding companies, citing Wpromote's acquisition of Giant Spoon, Chemistry's acquisition of Colossus, and Acadia's purchase of Crush, as competitive pressures from larger groups like Omnicom-IPG and Publicis intensify.
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