In late July, Instagram announced changes that they would be making to ensure they are creating an environment that is safe and private for young people. Those changes include:
This change is just one example of how Facebook is “building for the next era of personalized experiences.” People’s privacy expectations have changed, and Facebook is working towards new ways for businesses to reach customers while giving consumers greater transparency and control in how their personal information is used.
Advertisers are currently able to target young people using a combination of age and interest or behavior-based targeting. This change will limit targeting to people under 18 to age, gender and location. These changes will be global and applied to Facebook, Instagram as well as Messenger.
Ad sets that use these targeting options for reaching young people may see a decrease in audience sizes or potential reach. If you have an audience targeting an age range that includes users below and above the age of 18, it’s recommended that you split the audiences into two separate ad sets or campaigns to keep enhanced targeting for users 18+.
Consider using different channels if you need to reach that under 18 audience. Snapchat and TikTok are both fantastic options. Both provide the ability to advertise to that younger audience with additional targeting layers such as interest or behaviors.
If you are a MoreVisibility client and would like more information about advertising to the under 18 audience, contact your Client Strategist. If you are not a MoreVisibility client and would like additional information, please contact the experts at MoreVisibility.