Demographics and Interests

Targeting by attributes like age, gender, location, language, and interest categories rather than by your own customer data.

You set who sees the ad using Snap's baseline filters: age ranges, gender, country down to region or radius, device and language, and interest or lifestyle categories Snap infers from behavior. This is the layer you reach for when you have no first-party list yet, or when you want to constrain a lookalike so it does not drift outside your actual market.

You sell a product only shipped within one country to adults, so you set the age floor, restrict location to that country, and add two or three relevant interest categories. Now the campaign will not waste impressions on minors, other markets, or people with no plausible reason to care.

Stacking too many filters starves the auction. Layer age, then gender, then location, then five interests, and you shrink the pool so far that delivery stalls and costs climb. Snap's optimization needs room to find buyers. Set the hard constraints that actually matter and let the system work the rest.

Fence off what is genuinely off-limits. Leave the rest open.