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social media how toDo you want to reach new audiences on Facebook?

Have you considered targeting niche audiences?

Targeting niche groups of people on Facebook, in addition to your primary audience, will help you create new channels of traffic and revenue.

In this article, you’ll discover how to find and reach niche audiences on Facebook.

facebook audience niche targeting

Discover how to successfully target a niche audience on Facebook.

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Uncover Your Niche Audience

Sometimes, all it takes is a little brainstorming to yield an immediate option for a secondary audience. Think of your product or service as if you initially created it for people other than your primary audience to identify new shades of its features that will interest additional customer segments.

For example if Dollar Shave Club’s primary audience is men who use razors, it’s easy to see how they would choose women who use razors as a great secondary target.

dollar shave facebook post

The Dollar Shave Club markets their product, cost-friendly razors, to men as well as women because they both use razors.

Alternatively, you can go deep into Facebook’s Audience Insights to learn more about your primary audience’s quirks. Use any shared similarities you find to identify secondary groups of people who might qualify as a viable audience for you.

audience insights data

Use Facebook Audience Insights to explore the shared similarities of your primary audience and find related audiences you can market to.

Target Your Niche Audience

When you’ve decided which audience group you want to target on Facebook, you can take advantage of Audience Optimization to ensure your post will be seen by users who are most likely to engage with it.

audience optimization targeting

You can now use Audience Optimization to increase the chances of your post being shown to a specific type of Facebook user.

Now that you know how to find and reach your niche audience, here are three tips to help you make the most of that exposure and visibility.

#1: Speak Their Language

Many niche groups use specific words, slang, or non-typical word expressions that differentiate them from others. Whether you’re trying to connect with introverts, hipsters, or healthy lifestyle fans, it’s important to speak the same language they do.

To examine the specific language of a group, you can use Google to query phrases such as ‘hipster slang.’ A large gym that wants to attract a niche audience of CrossFit enthusiasts can search Google for slang that audience might use.

google crossfit slang search

Google search results for ‘CrossFit slang’ show a number of resources for learning the words CrossFitters use.

You can also use Online Slang Dictionary or Urban Dictionary to learn the meaning of words that are unfamiliar to you.

urban dictionary crossfit slang search

Here, you can see an example of how the terms AMRAP is used by the CrossFit community.

Make a list of the words used by the group you want to target and use them to construct Facebook posts that reflect a particular mood and style that will appeal to the social group you’re targeting.

After you publish your posts, you can increase the rate of engagement and conversion by responding to comments and questions with the same words your visitors use.

#2: Reinforce Their Mood and Interests

Posting pictures and quotes that appeal to the unique mindset of your niche audience can be especially effective because they’re attractive and shareable.

To mitigate the risk of alienating your primary audience with this tactic, make sure the images and quotes you use are relevant to your existing audience as well. Otherwise, you may not get any engagement at all.

For example, this post by Nike could easily attract the notice of people interested in philology but stays faithful to the interests of their primary audience of athletes and healthy lifestyle fans.

nike facebook post

Take care your niche marketing content doesn’t alienate your primary audience.

Even if you don’t directly address a Facebook post to a specific niche audience, you can appeal to their interests indirectly. For example, this Walt Disney World post is equally interesting for three distinct and possibly overlapping audiences: those who are interested in Disney, in Star Wars or in food.

walt disney world facebook post

You can easily create posts that have broad interest potential.

You can take this a step further by including a question that helps your niche audience understand their opinion is important to you, thereby increasing your chances of engaging members of that audience in a conversation.

books rock my world facebook post

Asking questions will help engage your target audience.

#3: Support Their Social Stance

If your business openly aligns with a niche audience on an issue or controversial subject, you can publish posts that make a clear statement to signify your support.

For example, this post could be shared to appeal to and attract people who are interested in and support strong female role models.

a mighty girl facebook post

Share Facebook posts that align with the interests and values of the niche audience you want to connect with.

If you share posts that feature people who are seen as authoritative and influential by your target group, you can motivate your niche audience to share your post and help you reach others who care about the subject.

Final Thoughts

Targeting niche groups of people on Facebook, in addition to your primary audience, will help you create new channels of traffic and conversions.

Use the tips above to make sure you engage your niche audiences effectively. Structure your Facebook posts carefully and remember you only have 8 seconds to get your new audience to read them, so the first 3-4 words of your post have to grab the attention of the reader.

What do you think? Have you tried targeting any niche groups on Facebook? What tactics did you use? Can you see any drawbacks here? Share your thoughts and suggestions with us in the comments below.

target niche audience on facebook

Tips on finding and reaching your niche audience on Facebook.

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  • Aaron Orendorff

    Nice piece. I love anything that helps me “speak their language” or crawl inside my audience’s head (like point two)!

  • Lesley J. Vos

    Thanks for your feedback, Aaron! To “crawl inside their head” sounds creepy a bit, but I am sure we’ve all got the point 🙂 And you are right, it’s significant to “crawl” if you want to understand how to speak like your audience does. Cheers!

  • “You can take it a step further by including a question that helps your niche audience understand their opinion is important to you.” YES. I find that just asking “are they right?” or saying “tell us what you think” opens up the ‘engagement floodgates’ and encourages empathy. Great article, will be sharing throughout the day!

  • Great Article! There are some new tips for targeting audience in facebook . Thank for sharing! Always help in increasing knowledge database.

  • Lesley J. Vos

    Thanks, Soul! As its author, I am pleased to know you like the article and finf it informative!

  • Lesley J. Vos

    Thanks for sharing your thoughts here!

  • Absolutely. These strategies are evergreen and proven effective when you execute them correctly. Good article.

  • Lesley J. Vos

    Thanks! Appreciate your feedback 🙂

  • Amarjit Singh

    Hmm. Very helpful post. Now I know how else to target a secondary following for my clients FB pages. Tq Lesley 😉

  • Lesley J. Vos

    You are welcome! Pleased to know my writing appeared useful and helpful 🙂

  • samad nexus

    how i build traffic on my facebook page.please give me any suggestion

  • How do you gain insights about your audience if they’re not subscribed to your page yet? I’m still in the audience-building phase and struggling to identify the right people.

  • euhero

    Thank you for this very helpful article. Targeting niche facebook audience is a tough job for me that’s why I needed this. Have you tried using Mass Planner? It would be great to know if it’s approved by you or not.

  • Lesley J. Vos

    Hi there!

    Thanks for your jind words. Nope, I didn’t have a chance to try Mass Planner. Yet 🙂 Thanks for suggestion, I’ll check it by all means.

  • Great post easily understand and very good tips to engage more people ..

  • Lesley J. Vos

    Thank you! Happy to know you liked it and found it useful! 🙂

  • I started a FB group a couple of years ago…a peer-to-peer support group for kidney patients and their loved ones. At first I thought it would have limited appeal because of the nature of the illness. Boy was I wrong! The group now has well over 12K members and is rapidly growing. It’s a natural, organic fit for me to bring my book “Dancing with Rejection” to the group’s attention and it has been very well-received. Having said that, I’ve been wondering about reaching out to other applicable niche audiences so I found this article very helpful, Lesley. Thank you. I also run a couple of successful blogs. What do you think about “guest blogging”?

  • Hi Lesley, good article, thanks for sharing your knowledge! Very useful tips.