Meta’s Targeting Changes and What Small Businesses Should Know

At Brand House, we are passionate about helping small businesses navigate digital marketing changes. Recently, Meta announced significant changes to its targeted advertising options, effective January 15, 2024. The social media giant will be removing or consolidating targeting options related to sensitive topics such as health, race or ethnicity, political affiliation, religion, and sexual orientation to reflect the company’s heightened focus on sensitivity and user privacy.

If you currently utilize these targeted options, you have until March 18^th to continue running your ads as usual. However, it will be crucial to revise your advertising strategies before the deadline to avoid potential disruptions. The change presents an entirely new challenge for brands and businesses that rely heavily on Meta’s precise and granular targeting parameters to reach their audience. Therefore, they will need to recalibrate their advertising strategies and focus on broader targeting options.

Meta recommends exploring alternative targeting products, such as broader targeting based on gender, age, and location. Additionally, you can still leverage custom audiences by utilizing customer lists, website or app traffic, and engagement on Facebook and Instagram. Lookalike Audiences and Meta Advantage custom audiences, and detailed targeting options are also viable alternatives worth considering.

Meta’s recent update demonstrates the company’s dedication to establishing a more secure and accountable advertising environment. As small businesses, we must adapt our strategies accordingly and embrace our digital presence. Only time will tell if this update foreshadows more transformations from Meta. As we continue to navigate these industry shifts, we are committed to staying informed and prepared, ensuring your business not only survives but thrives.