Lookalike is a Facebook tool through which you can find people similar to your current customers, visitors to your website or fans of your page. This tool is increasingly used in the management of a business or a hotel.

How do you use the Lookalike?

By providing Facebook with a set of data, it can create an audience similar to the source you provided. This is all thanks to a user modeling technique. Lookalike audiences simply help you create an audience based on certain characteristics:

• Custom Audiences: the manager of a hotel, for example, can upload a list of his existing customers using the custom audience. This way he finds and reaches similar people.
• Website visitors: by installing a Facebook pixel on the the website, a similar audience is created. Because it is based on users who have already visited the facility's website.
• Fans of the page: also through this option the similar audience helps to create an audience based on the people who already like it Facebook page.

Lookalike is a simple way, especially for hotel managers, to scale your campaign and reach new users. Simply go to the Ad Manager menu and under Audience, continue with Create Audience and Lookalike Audience . You'll then need to choose the data set for creating the lookalike audience, the country, and the audience size.

Facebook simply digs into the social graph, the network of preferences, actions, and behaviors, to reveal a specific pattern that characterizes a specific group of people . If the audience is homogeneous and compact , it will be easier for Facebook to derive criteria for expanding the audience. However, if a business's audience is heterogeneous and diverse, it will be more difficult for Facebook to understand which customer, or audience, is best suited. Therefore, the results may vary depending on the advertiser. Obviously, it's best to optimize the audience first and then use the Lookalike tool.