Blog

Several targeting options will be removed in mid January, such as targeting according to religion, political belief, or sexual orientation.

Officially announced in November, the change is largely a response to the negative ways that this type of targeting can be (and has been) used to influence certain groups in negative ways.

According to the announcement from Meta, the ad targeting options that are being removed include:

• Health causes (e.g., “Lung cancer awareness”, “World Diabetes Day”, “Chemotherapy”)

• Sexual orientation (such as LGBT)

• Religious practices and groups (e.g., “Catholic Church” and “Jewish holidays”)

• Political beliefs, social issues, causes, organizations, and figures

• Race

Why it Matters

To some companies, these may challenging changes. But they are likely a net positive for society. According to The Verge, these now-removed targeting options had included features allowing advertisers to “target ads to anti-Semitic categories and pseudoscience. It also let companies target housing, job, and credit ads by “multicultural affinity” that could exclude certain races.”

For those who might be struggling to adjust to this new normal, there are a few tools that may help you adapt your ad strategy:

• Engagement Custom Audiences allow you to reach people who have already shown direct interest in your content.

• Lookalike Audiences help you reach people similar to one of your currently defined audience lists.

• Website Custom Audiences help you reach those who have already engaged with a website or product.

• Location Targeting can still be used, including to reach people in the vicinity of a store or within the radius of your shipping capabilities.

• The customer lists from a custom audience works well if you have a list of people who have opted into targeting.

• And of course, you can continue to use broad targeting based on information such as gender and age.

Related Social Media News

Check out our latest social media updates below, or view all posts.

Blog

Improve Reels Reach by Staying Under 90 Seconds (and Other Tips)

Insights into Facebook's Top Content: What We've Learned from the "Widely Viewed Content Report"

Introducing Maven: The Serendipity-Focused Social Media App

Meta Launches its Own GenAI Chat Tools Within Facebook and Instagram

Meet AirChat: The New Voice-First Social Media App

TikTok Ban Signed—Now What?

Poking is Back – Facebook is Reviving a Quirky Old Feature

Instagram is Developing a Private, Shared Reels Feed for Friends

Here are a few more shareworthy items we’ve been reading this month…

Channel Updates & News:

• Twitter Experiments with a New 'Flocks' Option for More Enclosed Tweet Sharing (Social Media Today)

• Why the LinkedIn Lite app is being retired (LinkedIn blog)

• New Updates To The Pinterest Algorithm In 2022 (TechAndTechs)

• TikTok Adds Live-Stream Intros to Better Facilitate Engagement (Social Media Today)

• Introducing Privacy Center (Meta blog)

• Instagram Adds Profiles Feature to Highlight Upcoming Streams (Social Media Today)

• Pinterest Testing Idea Pin Highlights (Social Media Today)

• Facebook Removing Profile Videos (Social Media Today)

• Snap upgrades its AR Shopping features with real-time pricing, more product details (TechCrunch)

• Snap Extends Content Deals with Major Media Companies (Snap newsroom)

• Twitter expanding Mute and Block options (@TwitterSupport)

• Introducing "Share on Clubhouse" and Web Listening (Clubhouse blog)

Stories & Analysis

• TikTok tops Google as the most visited website on the internet (CBS News)

• Promise of the Metaverse: A reflection on 2021, a look ahead to 2022 (FB Tech blog)

• Tap Into 2022 Instagram Trends (IG Business blog)

• 6 Mobile Commerce Trends to Watch for in 2022 (Snap Business blog)

• Global Talent Trends 2022 Report (LinkedIn)

• A Banner Year for Gaming on Twitter in 2021 (Twitter blog)

• LinkedIn Continues to see 'Record Levels' of Engagement (Social Media Today)

Looking for More Social Media Help?

The expert team at Dooley Social Studio helps brands get attention by being thoughtful about how they give it. Our goal is to make every social interaction with your company a remarkable one. Get in touch to find out how a partnership with Dooley Social Studio can grow your brand.

Subscribe to our newsletter →