Want To Target Your Facebook Followers? You Can't.

Facebook has removed the ability to target page fans with ads. Now, only people who recently engaged with your page can be targeted through paid advertising. Paired with platform's algorithmic approach to organic reach distribution, this means that it is essentially no longer possible to reach your entire page following.

While that may sound disturbing, the change will positively affect how custom and lookalike audiences are generated. Instead of building an audience similar to your current connections, audiences will be made up of relevant, engaged users.

The move furthers Facebook's strategic message that marketers should focus on meaningful engagement as opposed to follower counts.