We all know, or should know by now, how important it is to learn as much as you can about the audience you’re trying to reach, your target audience, before creating any kind of content for them, including video. That way, you can tailor it to their specific wants, needs, preferences, expectations, etc.
But the hard truth of it is that only a small percentage of the people who watch your videos or visit your site will actually take the next step, which is why retargeting is so important now, and as NY / NJ video production pros who’ve been in the business for a while, trust us when we tell you that sites like Facebook are proving to be the perfect retargeting realms.
After all, to retarget you need to know where the parts of your audience that failed to convert are spending their time, and no matter what you do nor why you’re creating your videos, chances are that a significant chunk of your target audience spends at least some of their time on social sites like Facebook.
What exactly is retargeting?
First of all, before we get into the specifics of using video on a site like Facebook to retarget, let’s go over retargeting in general, which basically refers to targeting people who have already checked out your website, social page(s), content, etc.
Essentially, it’s all about taking aim at the huge percentage of people who’ve paid you some kind of visit and showed some type of discernible interest in what you do only to leave before actually taking the next step.
When it comes to retargeting using video on Facebook and similar sites, specifically, it’s all about gathering valuable data and then aiming your new videos at the people who’ve previously watched and/or engaged with content that you’ve already created.
The bottom line is, the whole point of retargeting, whether you’re doing it with video on Facebook or with another kind of content on a different platform, is to do what you can to re-spark and salvage whatever interest certain people have previously shown in you and/or in what you do.
How does retargeting actually work?
Then, later, when these “marked” visitors browse the internet, the cookie will inform the retargeting provider to display ads, ensuring that they’re only delivered to the people who have shown some type of previous interest in the site and/or content.
As far at what makes retargeting work successfully, it comes down to the fact that the process is all about reaching and connecting with people who already know something about you and what you do, not with total strangers.
These people may have even gained a little trust for you along the way, and take it from us as longtime NY and NJ video production experts, that’s not an easy thing to do, yet, for whatever reason, it still just wasn’t enough for them to take that next step.
The point is, retargeting doesn’t just work so well because it affords you with additional opportunities to convert people; it works so well because it gives you multiple chances to reach people with a proven interest in you.
How does retargeting on Facebook with video work?
Like mentioned above, retargeting requires a small piece of code, sometimes called a pixel, and the Facebook pixel allows you to leverage the actions that people take on your site, whether it’s adding something to a cart, liking a page, etc.
When trying to use video to identify retargeting prospects, it’s usually a good idea to add the pixel to the end of your video so that you can identify those viewers who watched the video in its entirety, but the point is that the Facebook pixel, like any retargeting pixel, enables you to get a bigger picture of what people are doing so that you can retarget them accordingly.
Now, with Facebook, that means utilizing the custom audiences feature, which allows you to target people by their name, location, gender, phone number, birth date, email address, etc. It also allows you to set your own criteria to identify people who’ve taken certain actions which would make them, in your eyes, ripe for retargeting.
So, you may want to identify those who downloaded something, filled out a form, or, like mentioned above, watched your video all the way through to the end. The bottom line is that the custom audience feature can help to increase your efficiency by allowing you to only put your content in front of genuinely interested eyes.
As far as the kind of video content you should create for your retargeted audience as opposed to that created just to identify them, it can help to first go over the kind you shouldn’t create, which would be a replay or slightly different version of your intro video. Remember, you’re retargeting here, so viewers will already have an idea of what you do.
So, try instead to tailor the videos for viewers a little further along in their journey with you, whether you create customer testimonials, in-depth product demos, etc., and you may also want to consider releasing your videos in installments to build a stronger connection with your retargeted viewers. For more info on creating videos for Facebook in general, check out this post, 4 Video Production and Marketing Tips for Succeeding on Facebook.
There are too many ripe for retargeting to ignore.
The bottom line is that there are likely far too many people showing a clear interest in you and in what you do and/or offer yet heading elsewhere for you to ignore. After all, getting people to visit your site or check out your content is hard enough, so when you manage to do it, you need to do all you can to ensure that the journey continues.
That’s what makes retargeting so important now, and sites like Facebook are proving to be the perfect platforms for it. Just remember, when using video for retargeting purposes, you need to try to leverage the unique allure of the medium. It has the power to show people you and/or your company in a new light, which could be just the thing your retargeted audience needs.
It just helps to know the whys and hows of retargeting as well as the unique retargeting opportunities that a site like Facebook presents before jumping headfirst into the process. We hope this post helps!
About Us: KVibe Productions, a full-service film & video production company in NJ / NY, can handle every aspect of the production process. Whether it’s a corporate video, a commercial, a feature film, etc., at KVibe, we create to inspire.