Retargeting with Facebook Videos

Well hello, and welcome to Episode 75 of Aftershock Weekly. This week we’re going to talk about another specific targeting that I think you’ll get a lot of use out, if you’re using video.

Now we’ve talked in the past about putting together buyer personas, fictitious person that buys your products so you can look at the demographics, where they’re at, and you can then create that audience and target them. We’ve talked about retargeting someone that’s gone to your website, but today I want to talk about a custom video audience on Facebook. Let’s say you’ve been running a video ad on Facebook for a little while, you can actually now go into custom audiences in the Facebook dashboard. Up at the top, create custom audiences, go to Engagement, Video Views—and then all you’ve got to do is create a dropdown—or there’s a dropdown that says they’ve watched 3 seconds, 10 seconds, 25%, 50%, 75%, 95%—you can create audiences just for that that you can then retarget.

Now why that’s important is that means they’ve already engaged with you. I wouldn’t do the 3 seconds, probably wouldn’t do the ten seconds unless your videos are way longer than a minute, because 25% of 8 minutes you’re not going to have a ton of people that will watch that full two minutes, but if your video is a minute I would choose 25% because then you know they’ve at least spent 15 seconds watching your video, and that’s a great audience to retarget with future videos, and maybe even more importantly, an offer. Because we know if they watch that much of your video, whatever product, whatever service you’re selling, they’d probably be interested in an offer as you retarget them though Facebook.

So, if you use that I think it would be crucial to your success of using video and video advertising with Facebook. Thanks for tuning in this week, I’ll see you next week.