Facebook Advertising changes for Reaching People that Live Abroad

Below is the article in 2015. In 2015 Facebook introduced the targeting features that you can include or exclude expatriates groups from certain countries. However in 2017 Q4 onwards, due to policy of privacy and non-discrimination, this feature is modified that you can only include or exclude ALL expatriates (not certain countries) in your target locations on Facebook Ad Manager.

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People expect communication to be personal, relevant and mobile. With Facebook’s expat targeting, we were able to speak to a highly relevant audience and deliver them something that was truly valuable in real time. That’s the secret to a great campaign.


Since many expats travel home for the holidays, Etihad Airways, a leading Middle East airline, saw an opportunity before Diwali to connect with the 27 million Indians on Facebook living outside India. Like many holidays, Diwali is a festival to be celebrated with family and friends. Using expat targeting, Eithad connected with expats with messages about traveling home for the holiday, reaching 536,00 Indian expats living in the Middle East, leading to 700 bookings and a 50X return on investment.


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 ). Nationality-specific targeting is currently available for people from Brazil, Indonesia, China, South Africa and India.


To help businesses reach people living abroad, today we’re announcing a new targeting feature that enables advertisers to reach the 92 million expats on Facebook.


People living abroad use Facebook to connect with friends and family back home, sharing key life milestones and everyday moments alike. And expats aren’t just using Facebook to keep in touch with people. Brands, organizations, celebrities and news outlets also offer a vital connection to home.



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