For years, the gold standard of paid social strategy was audience precision: layering in demographics, interests, behaviors, zip codes, and more to handcraft the perfect target. At Odney, we’ve long used advanced data tools to reach the right people with the right message at the right time.
But a major shift is underway — and it’s coming from the platforms themselves.
Meta, YouTube, TikTok, LinkedIn, and others are increasingly favoring broad targeting and outcome-based optimization. For some advertisers, this shift can feel counterintuitive: if we know our ideal customer, why not tell the platform exactly who to go after?
Here’s the truth: broad targeting isn’t lazy — it’s strategic. And it’s producing better results.
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The Algorithm Now Knows More Than We Do
Social platforms have gotten smarter. With advances in machine learning and real-time performance tracking, platforms can now:
When we give the algorithm more flexibility through broad audiences, it has the freedom to learn, test, and optimize toward the best results — often at a lower cost.
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Privacy Changes Have Reshaped Targeting
In recent years, privacy updates like Apple’s iOS14+ and data regulations (GDPR, CCPA) have dramatically reduced the precision of traditional audience targeting:
As a result, platforms are leaning on first-party signals (what people do in real time) and performance outcomes (purchases, sign-ups, video views).
So… Should We Still Target Specific Audiences?
Yes! But differently. Instead of handpicking every interest or narrowing by age and location, we now recommend:
What This Means for Your Brand
At Odney, our job is to stay ahead of these shifts and guide your strategy through the ever-changing world of social media. While the platforms evolve, our approach remains rooted in data, performance, and results.
You’ll see our team:
Ultimately, this change is a good thing. It’s helping brands scale more efficiently, reduce costs, and unlock new high-performing audiences they may not have considered.