Interests. This is one element that really sets Facebook Ads apart from other forms of online advertising. Not that others don’t include interests, but Facebook does so to an unrivaled degree, in my opinion.
The reason for this is that each time someone “Likes” an item, either on Facebook or an external site, that is included as an “interest” in Facebook’s database. Facebook states that some 2.5 million websites have integrated with it and that, each month, more than 250 million people engage with Facebook on external websites. That is an enormous amount of data. Therefore, targeting by interests is a good way to find exactly the audience you wish to reach with your message. Incidentally, Facebook offers two alternatives for interest-based targeting: “Broad” and “Precise.”