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The Art of Paid Social Audience Sizes

05.14.19 // Paige Nicolopulos
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Ensuring an appropriate paid social audience size is often the most overlooked element when building a campaign. You must define and narrow your audience, but focusing too much on ways to eliminate individuals may result in an audience size that is too small to run on paid social platforms.

 

While taking into account the individuals you clearly want to target (that one VP of MadeUpCompanyInc), you must also look for ways to target other, relevant individuals to maintain an optimal audience size; large enough for the campaign to run and be set up for performance success.

 

Check out these paid social audience size recommendations, and use them as a reference point the next time you build an audience.

 

LINKEDIN

Good thing to note: 

  • Upload an account list as opposed to a contact list for a higher match rate.

Bare minimum: 300 individuals to run a campaign

Persona-Based & ABM Campaigns
  • Too large: ~1 million or larger
  • Just right: 300,000 to 500,000 range
    • This will offer enough volume while helping you reduce ad fatigue. Reduce to no less than 100,000 if wanting to target a highly niche sector.
Remarketing Campaigns
  • Healthy remarketing sizes start at 1,000+

 

FACEBOOK

Good thing to note: 

  • Facebook, when compared to LinkedIn, typically has larger audience sizes due to the nature of their targeting criteria, like interest-based targeting.

Bare minimum: 1,000 individuals to run a campaign

Persona-Based Campaigns
  • Too large: ~1 million or larger
  • Just right: 300,000 to 500,000 range
    • This will offer enough volume while helping you reduce ad fatigue. Reduce to no less than 100,000 if wanting to target a highly niche sector.
Remarketing Campaigns
  • Healthy remarketing sizes start at 1,000+

 

TWITTER

Good thing to note: 

  • Twitter, when compared to Facebook or LinkedIn, typically has the largest audience sizes.

Bare minimum: 500 individuals to run a campaign

Persona-Based Campaigns
  • Too large: ~6 million or larger
  • Just right: 1 million to 4 million range
    • This will offer enough volume while helping you reduce ad fatigue for an asset or ad. Reduce to no less than 300,000 if wanting to target a highly niche sector.
Remarketing Campaigns
  • Healthy remarketing sizes start at 1,000+

About Paige Nicolopulos

Paige is a Paid Social Manager at Obility. She loves the creative process of reaching target audiences through impactful social ads. Outside of the social media world, she loves to attend local concerts in Portland, and will likely talk your ear off about The Beatles or 1960's rock music. View all Paige Nicolopulos’s posts >

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