Facebook Video Retargeting for Live Video and Beyond. Amanda explores Facebook video ads and retargeting. Listen Now Here are some of the things you’ll discover in this show: Facebook Video Retargeting for Live Video and Beyond Amanda’s Story Before Amanda started working in social media marketing, she worked with big brands such as Pepsi and Labatt. Facebook has opened up new ways to retarget people (or show them content or ads based on prior actions), including video retargeting. I ask why you would want to retarget someone who watched a Facebook video. The custom audience will include anyone who watches at least three seconds of any video on your Facebook business page. All 1,500 people go into the retargeting audience. For instance, you can retarget a specific set of video viewers by combining custom audiences of people who watched different videos. For the first video, set up an audience of people who watched 95%. For the second video, set up one audience of people who watched 3 seconds and another audience of people who watched 10 seconds.
Do you post videos on Facebook?
Have you tried retargeting your live and uploaded videos?
To explore techniques for retargeting your videos, I interview Amanda Bond.
More About This Show
The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It’s designed to help busy marketers and business owners discover what works with social media marketing.
In this episode, I interview Amanda Bond, who’s known as the “Ad Strategist” specializing in Facebook ads. Amanda also advises top social pros and has taught the ADdicted Facebook Ads course. Online, she’s known simply as Bond.
Amanda explores Facebook video ads and retargeting.
You’ll discover how to use Amanda’s technique to warm up your Facebook followers.
Share your feedback, read the show notes, and get the links mentioned in this episode below.
Listen Now
Here are some of the things you’ll discover in this show:
Facebook Video Retargeting for Live Video and Beyond
Amanda’s Story
Before Amanda started working in social media marketing, she worked with big brands such as Pepsi and Labatt. As a salesperson for Pepsi, she went door to door to compete with Coke. After she sent two truckloads of Pepsi to a store for a large sale, Coke sent three. Looking over 110 pallets of pop, Amanda realized that the impact she was having in her sales role wasn’t aligned with where she wanted to show up in the world.
To move forward, Amanda decided to give back through her local Rotary service club.
As the club’s youngest member, she was encouraged to become their social media manager. When Amanda started working with her Rotary club in 2013, social media marketing felt like magic. Talking to people on the Internet seemed to create relationships out of thin air. However, Amanda quickly learned the impact of social when she used social media marketing for a live local Rotary event.
To promote the event, the Rotary club used traditional marketing such as ads in the newspaper, and Amanda used everything she’d been learning about social media marketing. Throughout the weekend, the club expected 4,000 people to attend, but 23,000 people actually came, largely due to social media.
That was Amanda’s impetus to change direction in her career and she became a social media manager. As she became more versed in Facebook ads, she found that being an ad strategist was a great niche for her as a math and data nerd. Amanda now teaches and helps other businesses behind the scenes. She loves doing the deep dives into the data, helping people see the story the numbers are telling.
Listen to the show to hear about Social Media Examiner’s role in Amanda’s early social media marketing efforts.
What Retargeting Means
The words retargeting and remarketing are interchangeable. Most people know about retargeting through the Facebook pixel, which is a tiny code snippet you add to your website. When someone lands on a page with this code, the Facebook pixel sends a message back to Facebook, saying something important is happening.
Facebook has opened up new ways to retarget people (or show them content or ads based on prior actions), including video retargeting.
Because Facebook has been emphasizing live video and video in the news feed, Amanda is especially excited about these video retargeting features. Anytime somebody sees at least three seconds of a video (recorded or live), Facebook takes note of who they are and puts them into a retargeting custom audience that you can use to retarget them again and again.
I ask why you would want to retarget someone who watched a Facebook video. Amanda says it’s part of getting people to know, like, and trust your brand. You want to start nurturing conversations that may lead to a sales transaction. As the Ad Strategist, she calls this framework “Connect, Convert, Close.”
In that connection phase, your audience may be cold (they may not know or have heard of you), so you have to warm them up before going for the sale. Facebook is an easily consumable medium for warming up audiences because users are constantly scrolling through their timelines, seeing and interacting with videos. When you keep that entire interaction on Facebook, it’s easy to nurture those relationships and warm people up to your brand.
Listen to the show to discover why Facebook’s retargeting custom audience simplifies retargeting compared to earlier methods.
Video Custom Audiences
To create a video custom audience, you don’t have to do anything before you go live or upload recorded video. As long as you go live or upload video to your Facebook business page, Facebook automatically creates the audience for you. (This functionality doesn’t work with videos on your Facebook groups or your personal page.) The custom audience will include anyone who watches at least three seconds of any video on your Facebook business page.
From that automatically created custom audience, you’ll want to set up your desired options. You can refine the custom audience based on how long someone watched the video and which video someone watched.
For example, Amanda says you can choose an individual video or create an aggregate of all of your video viewers. If you’re launching something and need a large audience, you could group viewers all together. If you’re looking to create a specific follow-up sequence, you might select one video at a time.
To set up your options, open your Audience dashboard inside Facebook Ads Manager. Click Create a Custom Video Audience. Next, choose how long the person had to watch to go into that audience. It starts at 3 seconds, goes to 10 seconds, and then to 25%, 50%, 75%, and 95% of the video viewed. Then, select whether people who watched any video or a specific video see your ad.
Amanda compares a three-second viewer with someone who watched 95% of your video to illustrate the applications of custom audiences.
For instance, say you have a 15-minute video with excellent, actionable content that goes to a sales page that’s highly relevant to the same topic. If someone consumed 95% of the video, they’re highly engaged. So ask them to take the next step in your relationship. Send them to a lead magnet or retarget them with a sales page. You can take quicker action with someone who watched a longer portion of your video.
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