The new feature, which might be quite valuable for social media managers, primarily targets Instagram followers and provides advertising on Facebook and Instagram.

According to media buyer Corey Henke's tweet, the advertisements will be targeted to those who follow the IG account in the campaign setup, and it will be possible to reach a new audience during the campaign promotion process.

Until now, a personalized audience could only be formed from Facebook followers, according to meta-ads expert Jon Loomer. It was not possible to focus on IG followers because it could not be formed on Instagram. This might be a concern for many brands, owing to the fact that it differed from the scenario on Facebook.

Ads will be one of the target audience options once the feature is launched, and offers and promotions will also be used to reach those who are interested in products offered on IG.