What does "retargeting" involve in social media advertising?

Retargeting in social media advertising specifically involves reaching out to users who have previously engaged with a brand or visited its website. This strategy leverages the idea that individuals who have shown interest in a brand are more likely to convert into customers if they see relevant ads again. By focusing on those who have already interacted with the business—whether by visiting the website, adding items to a cart, or engaging with previous ads—companies can increase their chances of conversion, as these users are already familiar with the brand and its offerings.

Retargeting serves as a reminder to potential customers about products or services they showed interest in, effectively nudging them closer to a purchase decision. This approach is often seen as more cost-effective than targeting entirely new audiences, as it capitalizes on prior engagement and familiarity, making it a powerful tool in a social media marketer’s arsenal.