According to Hubspot, 78% of people watch online videos every week, and 55% view online videos every day while Cisco estimates that By 2020, online videos will make up more than 80% of all consumer internet traffic (85% in the US).
Welcome to the world of Video Marketing.
While 100 million hours of video are watched each day on Facebook, video becomes an important weapon in the arsenal of any Facebook Marketer. I am sure you must have heard about Facebook Video Custom Audience and its amazing usage cases.
If not, don’t worry. In this blog post, we will cover everything you want to know about Facebook Video Custom Audience including–
- What is Facebook Video Custom Audience?
- Why is Video Custom Audience Important?
- How to create Facebook Video Custom Audience.
- How to use Video Custom Audience in Facebook Ads
- Different Ways to use Facebook Video Custom Audiences in your Facebook Campaign.
Facebook Video Custom Audience:
Video custom audience is a type of Engagement custom audience that Facebook offers advertisers who use videos on their Facebook page.
In simple words, it is a way to retarget Facebook users who have watched our video on Facebook.
Because Videos are most engaging content type on Facebook, incorporating videos into your Facebook marketing strategy is a good move.
Why is Video Custom Audience important?
The factor that differentiates Video custom audience from all other custom audience on Facebook is the advertising ability to retarget viewers by specific video meaning you can retarget viewers of a specific video which you posted on Facebook. Let’s understand this with an example–:
Suppose as a part of your product launch campaign, you post 3 videos on Facebook
- A. A teaser video about your product.
- B. A product feature video
- C. A product usage explained video where you clarify step by step how to use your product for best results
So with video custom audience, you can create separate lists of people who watched your videos A, B, and C. This ability, to retarget visitors by a specific video they watched, creates various opportunity to create a full marketing funnel with Facebook ads and improve conversion rate dramatically.
How to Create a Video Custom Audience:
Here in this step by step tutorial, I will discuss all the steps you need to follow to create your first Facebook Video Custom Audience.
Log in to your Facebook on desktop/Laptop and go to Facebook Ad Account. Once you are inside the Facebook Ad Account on the top left corner beside your ad account name, you will see three horizontal lines, click on it.
On the next screen, you will find all the options available in your Facebook Ad Manager, We have to click on Audience which is the first option under Asset Library heading.
You will see the option of “Create Audience”, clicking it will open a drop-down menu with options for Custom Audience, Lookalike Audience, and Saved Audience. We have to choose Custom Audience out of the three options presented.
On the next screen, you see the option to create all available custom audiences like Customer file, Website Traffic etc, we have to choose Engagement as our option.
As we are creating Video Custom Audience, our obvious choice will be the video option out of all available options to create Custom Audience.
This step is really important, once we selected the video in the last step, we are presented with 3 options for Engagement, Membership duration and Audience Name. We will start with Engagement by clicking on “Browse” link. It will open up a drop-down menu with different options to create Video Custom Audience.
This is where Video custom audience shines compared to other Custom Audience offered by Facebook. Because we can create different custom audiences based on what duration of video users watched on Facebook and Instagram (We will discuss the Instagram option in some time.)
You can create 6 different Video custom audience for the same video–
- People who viewed at least 3 seconds of your video
- People who viewed at least 10 seconds on your video
- People who have watched at least 25% of your video
- People who have watched at least 50% of your video
- People who have watched at least 75% of your video
- People who have watched at least 95% of your video
Now the choice of Video Custom Audience that you should select will depend on the duration and engagement level of your video. Here is my take on it–
- If you are using a short video (less than 60 seconds), you can go for 50-95% watch duration.
- If you are using a medium to long duration video (1-5 min and above), you can start with 25%
- I will only use 10 seconds watch time option when I am creating an audience for the Awareness Campaign.
- I Hardly ever use 3 seconds watch time because Facebook does start Video automatically and people can casually watch a video for few seconds only to know what it is about. It doesn’t qualify them as engaged users.
For up to 3 min videos, it is better to go for 50% watch time which is sufficient to consider engagement with product and services.
For this tutorial, we are going ahead with 50% watch time option so click on the same.
Facebook allows using videos posted both on Facebook Page and Instagram business profiles. It doesn’t matter whether you have used the video in ads on not. So you can take advantage of the organic reach of video views with Content Marketing.
Facebook does offer a separate option to use Facebook Video that you have already used in Ad campaigns but remembers even when you choose a campaign video, Facebook does include organic views while making Video Custom Audience.
You can access all these options by clicking Down allow button next to Facebook Page which is the default drop down option when you first visit the Select Video screen. For this tutorial, we will go ahead with the default option of Facebook Page.
Next to Facebook Page Drop Down, you can see an option to select a Facebook Page from which you want to choose a video to create Video Custom Audience. It is again a drop-down menu which opens when you click on the down arrow button as shown in the below screenshot.
Once you select a Facebook Page, the next screen shows a list of all videos that you can use to create your Video Custom Audience. The Video Views column shows the number of 3 seconds videos views meaning views that lasted for 3 seconds or more, the actual number of Video viewers based on our chosen criterion in the 6th step will vary.
First, we have to select one or more videos that we want to use to create Video Custom Audience. Our chosen video option will show in “Selected Videos” column. Next, we have to click on confirm.
Clicking confirm button brings us back to the same screen we saw in Step 6 with our selected video in Engagement box. Now we have to select the membership duration for which people, who have watched our video in our defined criterion, will stay in our Video Custom Audience.
You can keep the membership duration up to past 365 days, but I prefer to keep them at 15-30 days because people past that duration most probably have forgotten about your product and services.
Another factor which you should consider while deciding the membership duration is your business sales cycle ( how long does it take to convert a prospect into a customer). In case of B2B where sales cycle generally consists of months, you can choose an appropriate longer membership duration.
Second, we have to select a suitable name for a Video Custom Audience, I prefer to name them after the criterion chosen for audience creation.
Last we have to click on the Create Audience button.
Bravo! We have built our first Video Custom Audience. Facebook shows a confirmation to inform us about our new custom audience. Facebook also tells us that it will take them up to 30 minutes to make your Facebook Video Custom Audience ready to be used in ad campaigns.
We just have to click on the next button.
Finally, we come back to the Create Audience Screen from where we started the process. With your new audience listed at the top. Facebook tells us the size of our audience and shows a blue dot to indicate that our new Video Custom Audience is populating and will be ready to use soon. Once our Video Custom Audience is ready to use the blue dot will turn green.
How to use Video Custom Audience in Facebook Ads
Once you Video Custom Audience is ready, using them for remarketing is a breeze. Just create any Facebook Ad campaign as you normally do; in the campaign ad set, you will find the option to select Custom Audience in Custom Audience box. Click on the box and choose Video custom audience we had created from available Audience in the drop-down menu.
I generally prefer to keep the location, age, gender targeting to default while it is best to leave Detailed target blank because we are already targeting qualified video viewers so any additional targeting will decrease our potential reach.
Different Ways to use Facebook Video Custom Audiences in your Facebook Campaign.
- If you use multiple videos in your product launch/promotion strategy, you can select them all in Step 9 to create a Combined Video Custom Audience and retarget them with Discount and offers.
- You can also create a full-fledged video sales funnel with Video custom audience. Let’s understand this with an example. Suppose you have 3 videos in your product launch strategy–one video each for
- consideration and
- decision stage
You can create Video custom audience of 50% Watch duration for Awareness videos and then retarget this Video custom audience to show then Consideration video and decision stage on different days using Ad Scheduling function in Facebook Ad sets.
- You can invite your 50% watch duration Video Custom Audience to attend a live webinar, clarify their doubts and convert them into customers.
- If your Facebook page is new and you want to increase its fan following, you can run a Video Views ad showcasing engaging product video and create a Video custom audience from that video.
Later you can remarket this Video Custom Audience for increasing Page like with Page Like ads. This method gives you more qualified followers compared to plain interest-based targeting.
- You can also use Video custom audience to build Facebook Ad funnel using case studies and testimonials.
Facebook Video Custom AUdience is a great addition to Facebook Advertising Capabilities. As a Facebook Advertiser, you can incorporate it into your remarketing strategy and increase engagement, lead, conversions.
Let me know in comments how do you use Facebook Video Custom Audience in your ad campaigns?