Video

Create a Video Engagement Custom Audience

You can create an Engagement Custom Audience based on people who watch your video on Facebook or Instagram. These include videos delivered to Feed, stories and other eligible placements on Facebook and Instagram.

How Video Engagement Custom Audiences Work

The concept is simple: Add users to an audience based on their engagement level with one or multiple Facebook videos that you published. Then target or exclude those who engaged with those videos.

Of course, this only involves Facebook or Instagram videos (not YouTube, Vimeo, or any other platform).

You can create an audience of people who performed these actions at any time during the past 1 to 365 days. These audiences are updated dynamically.

 What Are Video Custom Audiences?

First, let’s define what video custom audiences are and their position within Facebook’s ad targeting options.

You can target three temperatures of audiences on Facebook:

·         Cold—Cold audiences consist of Saved interest audience and Lookalike audiences. These are populated with people who don’t know your business yet and haven’t see your ads on Facebook.

·         Warm—These are engagement-based audiences and include video custom audiences. It is a way to group people into a new audience based on the type of engagement they have had with your business on Facebook.

·         Hot—These are website custom audiences and contain people who have visited your website, recorded by your Facebook pixel.

 Video custom audiences allow you to group your video viewers based on the videos they have watched as well as their level of engagement (how much of the video they have watched). 

Video custom audiences are a great way to target a “warm” audience of video viewers who have already engaged with your business in a meaningful way.

By presenting a direct offer to these audiences, you can move them into the consideration phase of the buying process and drive sales or leads on your website. 

As long as you continue to increase your number of video viewers on Facebook, targeting the people who have watched your videos allows you to improve your Facebook returns by increasing your CTRs and lowering your cost per click, compared to just advertising to cold audiences.