Remarketing from video views: Facebook’s best kept secret

A lot of time and effort is put into generating business leads: whether that be through your website or paid marketing.

All of this time and effort gets invested, only for the phone or doorbell to ring just before the user converts to a sale. When these leads fail to convert it can seem like a waste of time and energy. This is where Facebook remarketing comes in!

Remarketing on Facebook not only allows you to keep advertising to individuals even if they have left your website, but even after they view your advert. As I am sure you are aware, people will rarely buy from a brand the first time they see an advertisement or visit the website. However, if they watch the duration of the advert, or repeatedly visit the website, we can gauge from this that they have an interest in the brand or product.

As most people are aware, that through the use of Facebooks pixel you can remarket to those who have visited your website, but what most people do not know is that you can also remarket to those who have taken the time to watch your brand’s videos on the platform. It has already been proven that video content is a powerful tool in social media marketing; with the results speaking for themselves. According to Adobe, people who watch a video are 1.8 times more likely to buy from a brand. We can assume that if someone takes the time to watch 75% or more of your content, then they have an invested interest in what you are trying to say.

Here is a guide on how to set-up a basic sequence remarketing for a video views campaign. For anything more advanced (product specific), or if you are confused at any point, email our team on [email protected], and we will be happy to advise.

Firstly, to retarget video viewers on Facebook you will need to already have a video up on your Page or in a dark post in Adverts Manager that you would like to remarket from. To create your audience, go into Business Manager and select the Audiences tab and Create Audience. Select custom audience from the drop-down menu, Engagement, then Video.

You’ll then have the option to select the video that you would like to target from and the criteria that will need to be met in order for a user to be included in the audience. Tip – If someone has watched upwards of 50% they are likely to be a good lead.

A good idea is to create two custom audiences to retarget to; one of hot leads made up of those who have watched 75%+ (you may want to exclude those who have already converted), and one of warm leads who have watched 25-50%.

One idea to nurture your warm group of leads is to re-show them the video (or other related content) and they can only enter the next step of the funnel once they view 50% or more of the video. Alternatively, your hot leads are the most interested group, and therefore should be remarketed to with a direct call to action/an offer to attract their attention and convert.

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Social Team | Distract

Social media marketing is not a one size fits all and that’s why the Social team at Distract work holistically to ensure each client has a unique and effective strategy.

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