As the CEO of UltraByRich Consulting Group, I've spent over two decades helping businesses scale through smart, performance-driven digital marketing. One of the biggest levers we pull for our clients is Meta ads (Facebook and Instagram), and nothing outperforms building laser-focused custom audiences from real engagement on your Instagram Professional Account and Facebook Page.

In today's environment—where privacy changes and algorithm shifts have made broad targeting less reliable—these engagement-based custom audiences are pure gold. They let you retarget warm leads who already know, like, and interact with your brand, often delivering the lowest costs per acquisition and highest ROAS.

Today, I want to break down the key custom audience options available directly from your Instagram Professional Account and Facebook Page. These are the ones we use daily for clients across e-commerce, services, and high-ticket offers.

Instagram Professional Account Engagement Audiences

If you're running a Creator or Business account on Instagram (which you should be for ads), Meta gives you powerful ways to capture people who've shown interest:

• People who started following this professional account This includes everyone who hit "Follow" — and Meta automatically removes anyone who unfollows. Perfect for nurturing your growing community with exclusive offers or behind-the-scenes content.
• People who engaged with this professional account A broader net: anyone who visited your profile or took actions like liking, commenting, saving, swiping through carousels, tapping buttons, or sharing your posts/ads.
• People who visited this professional account's profile Pure profile visitors — even if they didn't like or comment. These are curious people checking you out; great for top-of-funnel retargeting to build familiarity.
• People who engaged with any post or ad Focused on content interactions (likes, comments, saves, swipes, taps, shares). Ideal for re-engaging your most active fans.
• People who sent a message to this professional account High-intent group! DM senders are often ready to buy or book — we prioritize these for direct offer ads or consultation funnels.
• People who saved any post or ad Savers are telling you, "This is valuable — I want to come back to it." Excellent for retargeting with urgency-driven promotions.

Facebook Page Engagement Audiences

Your Facebook Page offers similar (but slightly different) targeting power. These work especially well for B2C brands or local services with strong community vibes:

• People who currently like or follow your Page Your active fans — auto-updates when someone unfollows or unlikes. Use this as a foundation for loyalty campaigns.
• People who engaged with your Page Includes profile visitors plus actions like reactions, shares, comments, link clicks, or carousel swipes.
• People who visited your Page Similar to IG: anyone who checked out your Page, action or not. Great for broad warm retargeting.
• People who engaged with any post or ad Reaction, share, comment, link click, or swipe — your content super-fans.
• People who clicked any call-to-action button Think "Call Now," "Message," "Shop Now," etc. These are action-takers — prime for conversion-focused ads.
• People who sent a message to your Page Messenger warriors. We love stacking this with DM retargeting for quick closes.
• People who saved any post Same high-value signal as Instagram — people bookmarking your content for later.

Why These Audiences Crush It in 2026

In my experience scaling businesses to eight figures, these engagement audiences outperform cold interest targeting by miles. Why?

• They're built on real behavior (first-party signals Meta loves).
• They warm up fast and convert cheaper.
• You can layer them: Start with 365-day engagers → exclude recent converters → target with lookalikes for massive scale.

Pro tip from the UltraByRich playbook: Always create 180-365 day versions of these for maximum reach, then refresh shorter windows (30-90 days) for hot leads. Combine with your website visitors (via Pixel) and customer lists for the ultimate retargeting stack.

If you're serious about scaling profitably on Meta, stop chasing broad audiences and start mining your own engagement goldmine.

Want help building these audiences, crafting winning campaigns, or getting our performance-based pricing model (we only get paid full when we hit 3x+ ROAS)? Let's talk.