Facebook announced a new feature on its paid advertising service today that enables users to target the 92 million expats living away from their home country.
The new function will help businesses reach people, speaking their language, living abroad, thus widening their marketing audience.
In a blog post Facebook said: Marketers can now connect with expats living within a given country (like expats living in Brazil) and expats originating from a specific country (like people born in Brazil living abroad). Nationality-specific targeting is currently available for people from Brazil, Indonesia, China, South Africa and India.
Middle East airline company Etihad Airways tested the new function last fall just before the Indian holiday Diwali. There are 27 million Hindus on Facebook who live outside of India, according to Facebook.
“Using expat targeting, Etihad connected with expats with messages about traveling home for the holiday,” the post said, “reaching 536,00 Indian expats living in the Middle East, leading to 700 bookings and a 50X return on investment.”
The new targeting capability is privacy protected, like all Facebook products, so advertisers will not know who a person is, it will just take users information and focus advertising campaigns on people who fall within the ‘expat’ criteria.
This new Expat targeting function is available worldwide in all Facebook ads interfaces.