Over three billion videos are watched on Facebook each day – and for good reason. Video is eye-catching, engaging and, when used properly, is a great way to bring life to a product or brand. Combine this with the wealth of targeting options available on Facebook, and advertisers have the perfect opportunity to reach the right audience with a captivating message.
New targeting methods from Facebook never cease to amaze us, and it’s no different with their Video Views Retargeting. Facebook video retargeting is a nifty marketing tactic to have in your toolbox because the social media giant makes it easy for you to keep interested prospects and advocates warm.
In essence, if you are sharing video content, either Facebook Live video, or uploading video directly to your Facebook Page, Facebook has been automatically building a custom audience for you behind the scenes made up of people who have viewed your videos for at least three seconds.
This is the foundation for retargeting; loading follow up marketing messages to people who have taken a certain action. In this case, the action will have been viewing a video on a Facebook Business Page, but retargeting can also be visiting a website, clicking a link, having placed an order, etc. Facebook video retargeting means you can plan a journey for your Facebook visitors by “retargeting” viewers who have displayed varying degrees of interest and engagement in your video content.
Before you begin a video campaign it is essential to identify and understand your goal. Without one, you may as well be just posting a video on Facebook. Establishing a goal is step one, step two is understanding what metrics to track in order to achieve the desired end goal. Here are the common goals.
Increase Brand Awareness: Track towards video views and unique reach. Remember, Facebook records a view when the user has watched for 3 or more seconds.
Introduce a New Product: Track towards completed video views. A completed video view confirms your audience has heard and seen your message and also suggests your audience is interested in the new product.
Drive Action: Track towards clicks to site or on-site conversions. A link to your website can be included in the ad copy or as a CTA at the end of the video.
A clear, concrete goal will not only help you determine campaign effectiveness, but also directly inform the type of content you post and who you target. Whether you’re an experienced marketer or a newbie, you’ll benefit from these 3 tips for using Facebook’s Video Retargeting feature.
Simply put, you should exploit your content and creative to their fullest potential (posting the same one on multiple platforms) and all of them should be standalone parts of the same story (posting multiple creatives on the same platform).
Using Facebook as a single point of contact with multiple creatives or items of content is a good option, but it must be executed properly. For example, let’s say you’re working in a lead generation industry and you have a video and a blog post. This feature allows you to sequence them as a part of your strategy, using the video as your prospecting campaign and then creating an audience from the video viewers to target the non-converters with your compelling blog post! This way you can maximize the potential of your target audience, while also driving brand awareness by reaching every potential customer at least twice.
It’s safe to assume that if a person watches more than 75% of your video, chances are they’re interested in your product. You can segment these users and retarget them using a more compelling video with a stronger call-to-action.
You know that feeling when you have an awesome video post that drives huge but then you have nothing to do with it. Well, now you have something to do with it! You can create lookalikes from those viewers and also audiences from the video viewers to reengage with your huge new potential audience!
At AirRentalz we are all about marketing your place or space in the most effective way possible. We are just not a platform where you list your property for rent and wait for people to come and find you. We are all about outbound marketing. Be it your property or what is going on in your area we provide you the platform to undertake and actively market your place. Send your photos and we will convert them into a video for you.