We refer to the group of people who will receive your message as an “Audience” and describing them is the most critical, challenging, and rewarding part of launching a new Cohort.
The best way to describe a Cohort Audience is…
With this opportunity in mind, here are a few tips to help you find the best Audience for your message:
Project Cohort let’s you reach people based on their current GPS-provided location when they will receive the message. Unless you want to reach all the people in your country (the default), we recommend layering some additional geographic targeting.
This can be done either by drawing a circle on a Map or searching for a specific Destination by name. Using the map is a powerful way to ensure coverage in a specific geographic area and, in many cases, will allow for detailed targeting down to a 1000 meter radius. When pursuing this strategy, please keep in mind the nature of the area you are targeting. A small circle in Manhattan is going to reach a lot more people than one in rural North Dakota.
If you plan to add other Audience elements, make sure to select a large enough Geographic audience to ensure a some of these people will be in your desired area.
When selecting a destination a Destination, don’t forget the system can find Countries, Regions, Provinces/States, Cities/Towns and Postal Codes (in some countries). Most people use Location to reach places they know well, but reaching small out-of-the way lands is one of the most interesting features of Project Cohort.
Sample Location Audiences:
– Your neighborhood.
– Everyone at a college or large corporate campus.
– The hometown of a close friend.
– Shoppers in an city retail district.
– Attendees at a events, festival, or concert.
– Visitors to a specific site, museum, or airport.
– A whole country!
Using self-reported employment information from Facebook, you can reach people based on their Employer, Job Title, Industry, or Company Size. In our experience, a surprisingly high number of people (>60%) provide employment information through Facebook. Penetration is a little lower for the other attributes, but as bigger groups of people can be very effective as well.
Sample Work Audiences:
– Your coworkers.
– Employees of a brand you love/hate.
– Potential mentors or proteges.
– Professional experts on a specific topic.
– Insiders at a company where you would like to work.
– Government agency employees.
– Small business owners/workers.
Using self-reported school information from Facebook, you can reach people based on their current and former School affiliations. This often includes Colleges, High Schools, Vocational, and Graduate schools.
You can also search for a specific Field of Study, such as “Science” or “English”. As these labels apply to both current and former students, please considering adding an Age element when trying to differentiate between current students or specific alumni groups. Finally, please note that Project Cohort does not support targeting of any person under 14 years of age.
Sample School Audiences:
– Current students at your school
– Alumni in a specific graduating class.
– Mechanical Engineers
As a person reads websites, joins groups, and downloads apps, they are tagged with a long list of interests based on this consumption. This process is automatic, so the list of interests and those who qualify for them is always changing. Unlike Work or School, it doesn’t require any proactive action by the recipient, so Interest Audience sizes are often bigger than people expect.
Before you even launch a Cohort, it can be fun and enlightening to measure the audience size for different interests. Most people are shocked by the breadth and depth of Interest data available through the system. If you have a specific Audience in mind, but can’t easily figure out how to reach them, searching Interest for related keywords is a great way to start.
Sample Interest Audiences:
– The New Zealand Men’s National Field Hockey team
– Portuguese Water Dogs (dog breed)
– Synthpop (music genre)
– The X-Factor (UK TV series)
– Slovenia highways
Types of People
This is a broad category, encapsulating more general, descriptive Audience attributes, including:
Sample Types of People Audiences:
Sex: Male or Female. No option for “Frequent”.
Age: Teens, Millennials, Gen X’ers, or Baby Boomers
Family: Different flavors of parents.
Politics: Liberal vs Conservative
Relationships: Single, Married, Divorced, Engaged, Etc.
Travel: Business vs Vacation. At home or on the road. Expats!
Income: $30k to $500k, and everything in between (USD, annually)
Charity Donors: Do they donate and why.
Misc: Recently Moved, Birthday, and Dog vs Cat
Remember, in many cases, you will want to combine at least two of these attributes to target the most appropriate Audience for your message. Please refer to the Audience Size FAQ for guidance on balancing audience size with response.
Please email us at firstname.lastname@example.org any questions or comments on this FAQ.