A Lookalike Audience (also referred to as Act Alike on some platforms) is a type of audience targeting feature used in digital advertising that allows marketers to reach new users who closely resemble their existing customer base. By creating a Lookalike Audience, advertisers can target individuals who share similar characteristics, behaviors, and interests with their current customers, enhancing the effectiveness of their campaigns.

This targeting strategy leverages existing customer lists to find new prospects who are more likely to be interested in the brand’s products or services, and offers the flexibility to scale up or down the level of similarity depending on campaign needs.

Example
An e-commerce fashion brand uploads its existing customer data to a platform such as Meta Ads Manager, which then analyzes the key traits of their current customer base. Based on this data, the platform automatically generates a Lookalike Audience consisting of users who share similar demographics and purchasing behaviors. The brand then targets this newly formed audience with ads featuring its latest collection, expanding its reach while maintaining a higher likelihood of engagement and conversions.