Is Facebook Ads Interest Targeting DEAD? (The New Way to Run Ads)

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Facebook Ads interest targeting is not dead, but it's definitely evolved—and in many cases, it's no longer the most effective way to run ads on its own. The old-school method of manually selecting dozens of niche interests is being replaced or supplemented by algorithm-driven strategies that leverage Facebook's machine learning capabilities.

Here's what's changed:
🔻 Why Interest Targeting Is Less Effective Today
Privacy Changes (iOS 14 and beyond): Apple's App Tracking Transparency (ATT) limited Facebook's ability to track user behavior outside the app, reducing the accuracy of interest data.

Algorithm Improvements: Facebook's AI is now better at finding your ideal customer than you are at guessing interests.

Shrinking Audience Size: Interest categories have become broader or disappeared entirely, making granular targeting harder.

✅ The New Way to Run Facebook Ads (That Works in 2024–2025)
1. Broad Targeting (aka Advantage+ Audiences)
Let Facebook's algorithm handle the targeting.

Use age, gender, and location — and skip interest layering.

The algorithm optimizes in real time based on who is engaging and converting.

2. Use Lookalike Audiences Wisely
Lookalikes from high-quality seed sources (e.g. purchasers, subscribers, high LTV customers).

Combine with broad targeting strategies.

3. Advantage+ Shopping Campaigns
Facebook's most automated ad product now.

Great for eCommerce. Automates targeting, placement, and creative delivery.

4. Creative is King
The targeting is increasingly handled by the algorithm, so your ad creative is what determines success.

Focus on scroll-stopping visuals, strong hooks, and clear CTAs.

5. Use First-Party Data
Upload email lists or customer files to train the algorithm.

Integrate with tools like the Conversions API for better tracking.

So Should You Still Use Interest Targeting?
✅ Use it if you're testing a new niche or product and have no data.

✅ It can work in top-of-funnel awareness campaigns.

❌ Don't rely on it exclusively for scaling or conversion-driven campaigns.

TL;DR:
Interest targeting isn't dead, but it's outdated as a standalone strategy. The best advertisers now use broad targeting, machine learning, and excellent creative to get results. If you're still hand-picking 50 interests per ad set, you're probably wasting budget.