Directly targeting users who "like" or "engage with" competitor pages on Facebook isn't possible in 2025. Meta's privacy updates and focus on automation (like Advantage+ Audience) mean you can't just type in a competitor's page name and target their fans.
However, you can still reach similar audiences indirectly:
Indirect Targeting Strategies
Smart Interest Targeting: Don't just guess. Use Detailed Targeting in Ads Manager to select interests highly relevant to your competitor's niche. Think about related brands, topics, or public figures their audience would naturally follow. Meta's Audience Insights can also help you discover these related interests.
Lookalike Audiences: This is powerful. If you have any users who've engaged with your brand (website visitors, video viewers, Facebook/Instagram engagers), create a Custom Audience from them. Then, generate a Lookalike Audience (e.g., 1-3%) based on that data. Meta's AI will find new users with similar characteristics, often including those who might like your competitors.
Advantage+ Audience (Meta's AI): Meta heavily promotes its AI-driven targeting. For this, you give Meta's algorithm minimal input (like location and age), and it uses vast data to find the best audience for your objective. If your ad creative resonates with competitor fans, Advantage+ is smart enough to find them.
Competitive Creative: Even without direct targeting, your ad copy and visuals can speak to a competitor's audience. Use the Meta Ad Library to see what ads your competitors are running, learn their messaging, and craft your own unique, compelling ads that address similar needs or highlight your differentiators.
Key Things to Remember in 2025
First-Party Data is Gold: Rely more on your own customer lists and website data for Custom and Lookalike Audiences.
Conversions API (CAPI): Implement CAPI to send reliable conversion data to Meta, which helps their AI optimize your targeting more effectively.
Test Everything: Continuously test different targeting combinations and creatives to see what works best.
While direct competitor targeting is a thing of the past, these indirect and AI-powered methods are your best bet for reaching a relevant audience on Meta platforms.