Your Best Defense to Facebook’s Algorithm

Looking for a way to beat Facebook’s algorithm and find more organic views for your posts?’s newest feature, designed specifically for audience targeting, could be the perfect solution!

Here’s the idea:

  1. matches your email file to over 100 social networks, giving you rich social data on your clients or supporters.
  2. In the platform, you run a query to create a custom Facebook audience from this social data.
  3. After segmenting your list, create a targeted ad for this audience, or
  4. Create a “lookalike audience” based on the existing audience profiles.

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Why does this matter?

Our custom audiences are updated in real-time, allowing you to provide immediate social media touch points and lookalike audiences to help you reach new prospects most likely to engage. This is important because engaging through custom audiences helps you reach new prospects most likely to engage and convert

Custom Facebook Audience can be created as part of an automation or as a one-off action in response to a search.

What this means is if a contact meets the search and filter criteria, that contact’s email address will be added to a Custom Audience in Facebook. You can then target ads to that Custom Audience. Once the audience reaches a minimum of 100 contacts, you can also choose to create a Lookalike Audience based on the Facebook profiles of the contacts in the original Custom Audience.

Why is this valuable?

Currently, our users have the ability to export results to a CSV file and upload that to FB as a Custom Audience. That process is a one-time event; to keep the Custom Audience up-to-date, users have to keep manually exporting from our interface and importing to Facebook’s.

This new functionality not only makes the process easier, but it’s also automatic. We update the custom audience through Facebook’s API whenever new contacts meet their criteria. The client creates the ad, and we do the rest.

Here’s how it works:

Step 1. In the platform, a business or nonprofit who works on climate issues could create a search contacts mentioning “Climate” in, then target the resulting contacts with a Facebook ad.

Target on FB

Step 1a: If they are not connected to Facebook we direct them to do so by opening their Account in a new tab/window.

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Step 2 – Next, choose an audience by either:

  1. Creating a new audience seeded with the current search results; or
  2. Selecting an existing audience to add to from the list we have retrieved from FB.

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Step 3 – Find your custom audience in Facebook.

The remaining steps take place in Facebook and may vary somewhat, but we wanted to give you an idea of what to expect. After you select the type of ad you’d like to run e.(ex: page likes, clicks to website, etc), your new custom audience will appear in the “custom audience” browse drop down (see below). Note, the “custom audience” can be found in a few locations depending on what type of Facebook account you run ads from (business vs personal).

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Step 4 – Once you’ve finished creating your ad in Facebook, click “Place Order” at the bottom. That’s it!

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If you’re ready to try this out, contact us or hello at is the first and only complete social marketing automation solution allowing organizations to pinpoint their most influential customers and advocates.

Jeanette Russell
About Jeanette Russell

Passionate to engage stakeholders to solve technical and political issues through transformational initiatives. My deep understanding of technology, partnerships, marketing, advocacy, fundraising, nonprofits, startups and self-directed nature is my brand. I’ve created extensive partner networks, coalitions, spearheaded innovative campaigns and significantly increased revenue/funding for purpose driven ventures.

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