Facebook’s advertisement platform offers advertisers with a range of ways to target people in specific age groups, users with upcoming birthdays and their closest friends.
Demographics can be combined to enable function venues to speak directly to users with upcoming milestones including 21st and 30th birthday parties.
This article contains four ways to target upcoming birthdays on Facebook. The strategies listed below may be combined or tweaked with alternative demographics to help generate more enquiries for your function venue.
4 Ways to Target Birthdays Through Facebook Advertisements
1. Target Users with Upcoming Birthdays
Perhaps one of the most obvious methods of targeting birthdays through Facebook advertisements, this setting includes all users who are set to celebrate their birthday within 0-7 days.
Facebook Advertisement Manager Targeting Settings
Demographics > Life Events > Birthday > Upcoming Birthday
This targeting option is effective for businesses looking to provide small incentives to users with upcoming birthdays including restaurant specials and promotional codes, however this option may not provide enough time for the user to commit to a larger purchase such as a function venue booking.
2. Target Users with Birthdays in Specific Months of the Year
The targeting of users with birthdays in specific months of the year is one Facebook’s advertisement manager’s newer targeting options. Months can be targeted individually for specific messaging, or combined for advertisers looking to reach a larger audiences.
Facebook Advertisement Manager Targeting Settings
Demographics > Life Events > Birthday > Birthday Month
This is a powerful targeting feature since it provides advertisers with the ability to speak directly to users about their upcoming birthday.
This option gives advertisers the opportunity to target users several months prior to an upcoming birthday, which provides the user with plenty of time to take some form of action.
3. Target Users With A Specific Age
Facebook advertisement manager can be used to target users who are a specific age. This feature may be effective for advertisers looking to reach audiences who are set to celebrate a specific milestone, including 18th birthdays, 21st birthdays or 30th birthdays.
Facebook Advertisement Manager Targeting Settings
Age: Select the same variables
Once again, this option may not provide enough lead time for some users to take action (see point 1), so for best results, try combining milestone age groups with the target of users whose birthdays fall within specific months of the year (see point 2).
4. Target Close Friends of People With An Upcoming Birthdays
Word of mouth is said to be the original social media platform and recommendations from friends and family are arguably the most influential.
This targeting option could potentially encourage friends to recommend products, services or function venues to users with upcoming birthdays.
Facebook Advertisement Manager Targeting Settings
Demographics > Life Events > Friends of
A range of additional targeting setting are available with this feature. For example, advertisers can refine their targeting to reach only males or females. Alternatively, advertisers can target users who are set to celebrate their birthday in either 0-7 days or 7-30 days.
This option does not allow users to drill down on users who are set to turn a specific age, for example we cannot target close friends people who are set to celebrate a 21st birthday. Advertisers may narrow their targeting by showing the advertisement to users who are aged 20.
