How to create an Instagram account Custom Audience

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You can make an engagement custom audience from people who started following or engaged with your Instagram professional account. (An Instagram professional account means that you have either an Instagram for Business account or an Instagram creator account).

You can only use an Instagram professional account to make this type of custom audience. Personal accounts can't be used. (Learn how to set up an Instagram creator account or an Instagram for Business account.)

Note: Targeting options are limited for audiences that include people under the age of 18 in most countries, under 20 in Thailand and under 21 in Indonesia. Learn more about targeting options to reach teens and how this update may affect your ad sets.

You can only use an Instagram professional account to make this type of custom audience. Personal accounts can't be used. (Learn how to set up an Instagram creator account or an Instagram for Business account.)

To create an Instagram professional account engagement custom audience:

1. From Meta Ads Manager, go to Audiences.
2. Select the Create audience drop-down, then choose Custom audience.
3. Select Instagram account and click next.
4. From the drop-down, choose the Instagram account you want to use for your audience.
5. Choose the engagement type that you want to include.
6. Add the number of days you want to include when finding people who have engaged with your account. (Maximum of 365 days.) The number of days is dynamic and indicates how long people who've engaged with your content will remain in your audience.

For example, if you want to go back 30 days, we'll search for everyone who has engaged with your content within the past 30 days. We'll add anyone new who engages within the time period and remove anyone who hasn't. So, if someone engaged 29 days from when you created the ad, they would be included. However, they would have to engage the next day to remain in the search. If that doesn't happen, they'd be over the number of days and would no longer be included.

Note: The audience is constantly refreshed, so you don't need to edit or create a new custom audience unless you want to change the time period.

7. Choose any additional audience types and engagement types. If you decide to include or exclude audience engagement types, remember that exclusionary rules override inclusionary ones. So, if someone fits an exclusionary rule and also an inclusionary one, they will be excluded from the audience.
8. Add an audience name and optional description.
9. Select Create audience.

Your custom audience will appear in your list of All audiences. In the column Availability, you will see Populating until it is ready.

• About engagement custom audiences
• About Instagram professional accounts