The analysis of the models of the formation of the target audience, which allows us to conclude that the effective methods is the establishment of selection criteria, taking into account the marketer's question, classification of users of the social network, segmentation of the basic target audience, as well as drawing a portrait of the target audience. The necessary tools of the marketer should become information technologies, namely the recommendation system for the formulation of recommendations for the target audience developed by the author, which allows you to search the target audience according to the criteria and conduct the ranking of the result by user rating, which is calculated on the basis of the mathematical model. A mathematical model for the formation of a target audience that takes into account the criteria of segmentation, customer preferences, their actions in relation to products or services, and forms the rating selection of users of the social network. For business accounts, non-targeted subscribers and bots are a dead load, hundreds of high-quality content posts past the box office, low profile activity, and most importantly, lack of development. They have subscribers of anyInstagram account, but the smaller, the better. Active users are a target audience that is already subscribed to your profile, actively likes, comments and makes purchases. The purpose of this article is to publish a model recommendation system that improves the effectiveness of target audience selection to promote products services on the Instagram social network. In the course of the analysis it was found that the target audience is the isolation from the total mass of potential consumers of a specific circle of persons having common criteria, traits.