Social Media Audience Directory

The Social Media Audience Directory provides guidelines on who can and cannot be advertised through via content posted on the nsw.gov.au Facebook, Instagram, Linkedin and YouTube channels. To have your content posted on nsw.gov.au social media channels, please read the below guide and fill out the Social Media request form. Select 'One-off social media post' from the drop-down menu.

Demographics

Targeting category	Meta (Facebook & Instagram)	LinkedIn
Location	Specific countries, counties/regions, cities, postal codes & addresses People living in or recently in this location People living in this location People recently in this location People travelling in this location (when their home is over 200km away from the selected area)	Countries, cities & regions Recent or permanent location Permanent location
Gender	Men Women	Male Female
Age	13 to 65 Note: Selecting an audience under the age of 18 will limit your targeting options to location, age and gender.	18-24 25-34 35-54 55+
Education level	At high school At university At university (postgraduate) Doctorate degree Foundation degree High school leaver Master's degree Professional degree Some high school Some university Some university (postgraduate) University graduate Unspecified	N/A
Fields of study/Degrees	Extensive list, check natively for the specific field you’re looking for	Extensive list, check natively for the specific field you’re looking for
Schools/Universities	Extensive list, check natively for the specific field you’re looking for	Extensive list, check natively for the specific field you’re looking for
Undergrad years	Start and End year date list	N/A
Life events	Anniversary within 30 days Anniversary within 31-60 days Anniversary within 61-90 days Away from family Away from home town Month of birth (Jan-Dec options) Upcoming birthday (within the next week) Friends of women/men with a bday in 0-7 days Friends of women/men with a bday in 7-30 days Friends of people who recently moved Friends of people with birthdays in a week/month Long-distance relationship New job New relationship Newly engaged (3 months/6months/1 year) Newlywed (3/6 months) Recently moved	N/A
Parents	Parents of: All Up to 13 months Toddlers (1-2) Pre-schoolers (3-5) Primary school-age children (6-8) Pre-teens (9-12) Teenagers (13-17) Adult children (18-26)	N/A
Relationship	Civil partnership Complicated Divorced Domestic partnership Engaged In a relationship Married Open relationship Separated Single Unspecified Widowed	N/A
Language	Extensive list for languages used that aren’t common to your location	Extensive list for languages users have set their profile to

Employment

Targeting category	Meta (Facebook & Instagram)	LinkedIn
Employers	Extensive list, check natively for the specific job title you’re looking for	N/A
Industries/Company Industries	Extensive list, check natively for the specific job title you’re looking for	Extensive list, check natively for the specific job title you’re looking for
Job titles	Extensive list, check natively for the specific job title you’re looking for	Extensive list, check natively for the specific job title you’re looking for
Job functions	N/A	Accounting Administrative Arts and Design Business Development Community and Social Services Consulting Education Engineering Entrepreneurship Finance Healthcare Services Human Resources Information Technology Legal Marketing Media and Communication Military and Protective Services Operations Product Management Program and Project Management Purchasing Quality Assurance Real Estate Research Sales Support
Job Seniorities	N/A	Unpaid Training Entry Senior Manager Director VP CXO Owner Partner
Years of experience	N/A	Starting from 1 year up to 12+ years
Member skills	N/A	Extensive list, check natively for the specific skill you’re looking for
Ex-pat	Family/Friends of those who live abroad Former ex-pats who have lived in [extensive list] Lives abroad	Ex-pat

Interests and traits

Targeting category	Meta (Facebook & Instagram)	LinkedIn
Interests	Extensive list broken down into the following categories: Business and industry Entertainment (leisure) Family and relationships Family and wellness (fitness) Food and drink (consumables) Hobbies and activities Shopping and fashion Sports and outdoors Technology (computers & electronics)	Extensive list broken down into the following categories: Member groups General interests Product interests Service interests
Digital activities	Early technology adopters Facebook page admins (is further broken down into industries) Internet browser used (Chrome/Firefox/Internet Explorer/Microsoft Edge/Opera/Safari) New active business (<6 months/<12 months/<24 months) Small business owners Mobile device user (extensive brand and operating system list) Uses a mobile device (options range from less than 1 month to 25+ months)	N/A

Company (Find members based on the companies listed on their LinkedIn profile)

Targeting category	Meta (Facebook & Instagram)	LinkedIn
Company Category	N/A	Forbes World's Most Innovative Companies Fortune 100 Fast Growing Companies (Worldwide) Fortune Global 500 (Worldwide) LinkedIn News Editors' Top Companies/Startups (Aus) London Stock Exchange (Worldwide)
Company connections	N/A	Reach the 1st-degree connections of employees at the companies you select. Companies will be available if they have over 500 employees.
Company follower of NSW Government LinkedIn page	N/A	Yes
Company growth rate	N/A	Negative growth companies 0-3% growth 3-10% growth 10-20% growth 20%+ growth
Company names	N/A	Extensive list, check natively for the specific company you’re looking for
Company revenue	N/A	Under $1M $1-10M $10-100M $100M-$1B $1B+
Company size	N/A	Myself only 2-10 employees 11-50 employees 51-200 employees 201-500 employees 501 - 1000 employees 1000-5000 employees 5001-10,000 employees 10,001+ employees

Need any more help?

If you have any questions, or require assistance with anything mentioned on this article, submit a request via the webform.