For many (small) businesses, much of the appeal of Facebook is the perception that their Page can help them to reach a much wider audience - locally, nationally and internationally.
Unfortunately, many businesses have felt for a long time that the value of their Page has become somewhat diminished since Facebook restricted the organic reach of their posts.
Of course, businesses have always been able to target international customers through Facebook, it's just that most don't know how to do it. So any initiative by Facebook to proactively help us will be welcomed.
There need to be many more initiatives by Facebook to help smaller businesses to feel that they are getting value from their Page. I read a lot at the moment how disenchanted businesses are with their Pages, so this is a step in the right direction by Facebook.
Learn more here: https://www.facebook.com/business/a/going-global?hc_location=ufi
Businesses can use the new feature by going to Facebook's Lookalike Audiences tool, which recommended new audiences to business owners in their own countries but will now also offer information on international audiences. That saves small-business owners some time by offering a shortcut through the arduous process of market research. Right now, businesses have to guess which countries may have audiences that match their businesses and then manually find audiences in those countries. Facebook's tool aims to flip that process and, therefore, make it more efficient.