Finding “Lookalike Audiences” for a new release can feel like a shot in the dark, but it’s actually the most logical way to scale. If you’ve got a small group of people who absolutely love what you’re doing, there’s an entire world of people just like them—you just need the right data to bridge the gap.

Here is a more conversational, “human” take on how to actually make this work.

Beyond the Algorithm: How to Find Your Next Power Users

We’ve all been there: you spend months building a killer new feature, you launch it, and… crickets. You try targeting “people interested in tech,” but the conversion rates are abysmal.

The problem isn’t your product; it’s that your targeting is too broad. In 2026, the real wins come from Collaboration Data. This is about finding the “DNA” of your best users and using it to find their twins across the web.

1. Stop Using Your Whole Email List

The biggest mistake people make is using their entire customer base as a “seed” list. If you have 5,000 users, they aren’t all equal. Some are power users, some are “free tier” lurkers, and some haven’t logged in since 2024.

If you’re launching an advanced tool, you only want the “Lookalikes” of your power users.

• The Rule: Export a list of people who have used your current most similar feature at least 5 times in the last month. That’s your gold standard.

2. The “Partner” Shortcut

You don’t have to do this alone. One of the smartest moves right now is Audience Collaboration.

Think about it: if you’re launching a new plugin for designers, who else has their attention? Maybe a non-competing font company or a stock photo site. By using a “Data Clean Room” (basically a digital Switzerland where you can compare notes without actually seeing each other’s private customer data), you can find the overlap.

If a group of people buys high-end fonts and uses your competitor’s basic tool, they are the perfect “Lookalike” for your new feature.

3. Reach vs. Reality

When you set up a lookalike campaign, platforms usually ask for a percentage (1% to 10%).

• 1% is your “Inner Circle”: These people are almost identical to your best users. Start here. It’s better to have 1,000 highly interested clicks than 10,000 “maybe” clicks.

• Don’t go to 10% unless you have a massive budget and just want to get your name out there. For a feature launch, stay tight and stay precise.

4. Look for the “Why”

Modern dashboards are getting better at telling you why a lookalike group is working. Is it because they all live in a certain city? Or is it because they all use a specific mobile OS?

Once you see a pattern—for example, “most of these people also follow independent music blogs”—change your ad copy. Mention that. Make them feel like you’re speaking their language, not just showing them a generic ad.

The Bottom Line

Finding a Lookalike Audience isn’t about “feeding the machine” and hoping for the best. It’s about being picky. Start with your best users, find a partner who shares your vibe, and don’t be afraid to keep your target group small.