In today’s unbundled media landscape, where news organizations slice and dice their audiences with newsletters, apps, social media accounts and verticals, Facebook has given publishers another tool to segment their followers: interest targeting.
In December, Facebook began allowing page owners to target different segments of their audiences with posts based on their readers’ interests. Interest-based targeting, which was previously made available to advertisers, is now being used for free by news publishers to find specific niche audiences among their respective readerships. The tool allows publishers to increase the likelihood that users who follow their page will see a post that’s aligned with their stated interests. Read more