How can I use Facebook's targeting options to reach new users who are not currently engaging with my brand?

To reach new users who are not currently engaging with your brand on Facebook, you can utilize Facebook's advanced targeting options effectively. Here are several strategies to help you expand your reach and attract new audiences:

### 1. Lookalike Audiences

- **Definition**: Lookalike Audiences allow you to reach new people who are similar to your existing customers or website visitors. Facebook analyzes common qualities and characteristics to create a larger audience with similar behaviors and interests.

- **Implementation**:
  - **Upload Customer Data**: Use your customer list or email database to create a Lookalike Audience. Facebook will identify users who share similarities with your current customers but have not engaged with your brand yet.
  - **Website Visitors**: Create Lookalike Audiences based on visitors to your website or specific landing pages. This helps in targeting users who have shown interest in your offerings but haven't converted into customers yet.

### 2. Detailed Targeting Options

- **Interest Targeting**: Target users based on their interests, hobbies, and activities listed on their Facebook profiles. Explore relevant interests related to your industry, products, or services to attract users who are likely to engage with your brand.

- **Behavior Targeting**: Reach users based on their behaviors both on and off Facebook. This includes purchasing behaviors, device usage, travel preferences, and other behaviors that align with your target audience profile.

### 3. Geographic and Demographic Targeting

- **Geographic Targeting**: Specify the locations where you want your ads to be seen. This can include targeting users in specific cities, regions, countries, or even radius targeting around a particular location.

- **Demographic Targeting**: Target users based on demographic attributes such as age, gender, income level, education, marital status, and more. Tailor your messaging to resonate with the specific demographics you aim to reach.

### 4. Exclude Custom Audiences

- **Exclude Current Customers**: Use Custom Audiences to exclude existing customers or users who have already engaged with your brand. This ensures your ad budget is focused on reaching new potential customers rather than targeting those who are already familiar with your brand.

### 5. Engagement and Interaction Exclusions

- **Exclude Engagers**: Exclude users who have already engaged with your previous ads or posts. This prevents unnecessary ad spend on users who are already familiar with your brand and may not need further introduction.

### 6. Testing and Optimization

- **A/B Testing**: Experiment with different targeting options and combinations to identify which segments perform best in terms of engagement and conversion. Test variations in interests, behaviors, demographics, and Lookalike Audience sizes to optimize reach and effectiveness.

### Example Approach:

**Objective**: Reach new users interested in sustainable fashion products.

- **Strategy**: Create a Lookalike Audience based on your existing customer list of eco-conscious shoppers. Target users interested in sustainability, ethical fashion, and related environmental causes.

- **Implementation**: Use interest targeting to refine the audience further by focusing on specific interests such as organic clothing, fair trade fashion, or eco-friendly lifestyle choices.

### Conclusion

By leveraging Facebook's robust targeting options, including Lookalike Audiences, detailed interest and behavior targeting, geographic and demographic filters, and exclusion features, you can effectively reach new users who have not engaged with your brand before. Continuously monitor performance metrics and adjust targeting strategies based on insights gained to optimize your campaigns for maximum reach and engagement with new audiences on Facebook.