These days, creating effective videos isn’t just about telling the right story, achieving a high level of production quality, forming a genuine emotion connection with viewers, or using the right platforms.
Yes, all that, and a whole lot more, matters, but nowadays, targeting the right viewers might matter most. Because with all the people craving video now, it’s easier than ever to waste your time with the wrong ones.
And as vets of video production in NY and NJ, we know how important Facebook has become when it comes to video platforms. So, we thought we’d pass on some tips & tricks for customizing your target audience on the social media giant, specifically.
Why is creating customized audiences such a big deal?
Think about it, what if you do what it takes to strike lightning in a bottle and create a video that goes viral? Yes, that’s a success all in itself, but wouldn’t you want to able to then build some type of ongoing relationship with its viewers? Isn’t that the whole point?
Of course it is, which is why the custom audience feature is such a valuable tool. Without it, you may find it somewhat of a challenge to track down all the viewers who helped your video go viral, and even if you did, your message to them wouldn’t likely be personalized in any way.
Now, that’s not a problem. You can simply create custom audiences out of the people who watched your video. That way, not only will you know who they are, but you’ll also be able to communicate with them in a way that acknowledges your past history and their having viewed your video(s).
The point is, whether you want to get them to like your page or check out additional content, you’ll be able to build much stronger relationships, and stronger relationships tend to last much longer. For some basics, check out this Facebook page.
Take advantage of the new possibilities.
First of all, customizing the audiences that you’re trying to reach isn’t exactly a new concept. A while back, Facebook made it so you could create two audiences out of the people viewing your videos.
You could separate them into those who watched at least 3 seconds of a video and those who watched at least 95% of it, but while that was helpful, it was also fairly limiting, which is why Facebook made some updates.
The social giant has removed the 1,000 views necessary to create custom audiences, and it now allows you to create those custom audiences based on viewers who watched your video(s) for 3 or 10 seconds, or who watched 25, 50, 75, or 95 percent of your video.
That means that you can more finely tune your targeting, which opens up a whole new level of possibilities. You just have to take the time to take advantage of them, and really, why wouldn’t you?
And that’s not the only new targeting possibility, as you can also now combine different criteria to further customize your audiences. For example, you can create custom audiences of viewers who watched 25% of certain videos and 95% of others.
Don’t underestimate the power of lookalike audiences.
Now, once you’ve created the right custom audiences of those who interacted in some way with your videos, you can then use those sets of viewers to create similar yet larger sets called lookalike audiences, another great feature.
These lookalike audiences are essentially just viewers with similar characteristics to those within the custom audiences you’ve created, which means they’ll still be well worth trying to connect with.
However, while Facebook will look for characteristics and patterns that the users have in common with those in your custom audience, whether it’s their age, gender, interests, etc., they’ll also then use that information to form significantly larger audiences.
In addition to the enhanced size, the social giant’s lookalike audiences tend to consist of many users who, while similar to those in your custom audience, have never interacted with you or your content before.
That means that not only will these lookalike viewers be similar in some discernible way to those you’re actively trying to reach, but they’ll also be completely new, giving you the chance to connect with far more potential viewers overall.
Don’t waste the opportunities custom audiences can lead to.
Like mentioned above, one of the best parts about Facebook’s custom audience feature is that it gives you the chance to communicate with and create content for a very specific type of viewer. However, that doesn’t mean that you can’t squander that opportunity, and that’s not something you want to do.
That’s why, whether you’re trying to connect them with another video or different type of content or just trying to cultivate your relationship with them, you need to let them know that you remember them.
No matter how you go about doing it, which will obviously depend on how exactly you’re reaching out to them again, trust us as longtime NY / NJ video production pros, they’ll appreciate the fact that your exchange or the content you’re giving them has a level of exclusivity to it.
From there, all the basics of social video production apply. After all, none of this customizing audience stuff matters much if there’s no audience to begin with. For some general tips, check out this post, The Ins and Outs of Social Video Production.
The custom audience feature is more flexible than ever before.
The bottom line is that there are far more possibilities pertaining to creating customized audiences on Facebook than ever. While things were helpful before, now they’re a whole lot more flexible.
That means that videomakers and marketers have a lot more control over not just the content they create but the people they try to connect it with.
It’s just up to you to take the time to take advantage of all the new possibilities that the custom audience feature presents as well as the new level of control it affords you. 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 production, a commercial video, a feature film, etc., at KVibe, we create to inspire.