How to create custom audiences from Instagram engagers

Quick Answer

To create a custom audience from Instagram engagers, open Audiences in Meta Ads Manager, click Create audience > Custom audience, choose Instagram account as the source, pick your account, and select the engagement type (everyone who engaged, visited your profile, or messaged you).

Step-by-Step Guide

1. Open Audiences

In adsmanager.facebook.com click the top-left menu and select Audiences under Plan.

2. Click Create custom audience

Hit Create audience > Custom audience. A pop-up opens with source options.

3. Choose Instagram account as the source

Under Meta sources click Instagram account. Then select the specific Instagram account connected to your Business Manager.

4. Pick an engagement type

Options include:

• Everyone who engaged with your Instagram account: viewers, likers, commenters, savers
• Anyone who visited your profile: profile visits only
• People who engaged with any post or ad
• People who sent a message to your Instagram account
• People who saved a post or ad

5. Set the retention window

Choose between 1 and 365 days. For retargeting warm traffic, 30 or 60 days is standard. For loyal audiences, push to 180 or 365.

6. Name and save

Name the audience clearly, e.g. "IG-Engagers-30d-UK". Click Create audience.

7. Use in campaigns

Inside an ad set, under Audience, select Use saved audience or Custom audience and pick the one you just made. Exclude converters if you are retargeting non-buyers.

FAQs

How large must my audience be? Meta recommends at least 1,000 people, but campaigns can run with as few as 100.

Can I combine multiple Instagram engagement sources? Yes — hold Shift and add multiple sources inside the same custom audience.

How fresh is the data? Meta updates engagement audiences daily.

Will profile visits count people who viewed from ads? Yes, both organic and paid profile visits are included.

Can I retarget story viewers? Not directly. Use the broader anyone who engaged option or upload a list of usernames.

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