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The Real Deal about Engagement Custom Audiences

In the field of social media advertising, apart from creating promotional content, your company’s aim can be to create engagement. This engagement refers to your audience liking your updates, commenting on your posts, viewing videos and indirectly establishing a loyal following.

4 min read

The Real Deal about Engagement Custom Audiences

In the field of social media advertising, apart from creating promotional content, your company’s aim can be to create engagement. This engagement refers to your audience liking your updates, commenting on your posts, viewing videos and indirectly establishing a loyal following.

Facebook’s Engagement Custom Audience is a feature that allows you to (re-)engage with the people who’ve interacted with your content on Facebook. It helps you redirect your advertising efforts to people that have previously engaged with your brand, and are thus likely to continue doing so in the future. It can also help you to exclude the people who’ve already interacted with your content from seeing your ad creatives over and over.

The Types of Engagement Custom Audiences

The Engagement Custom Audience on Facebook is created to make sure that the companies, brands, and services get the most out of their advertising campaigns, and ultimately reaches the right people.

Facebook just launched a new Engagement Custom Audience based on page engagement. They define this audience of ‘returned’ engagement by assessing the page visitors, viewers in the following manner:

  • Those engaged with your Facebook page: This audience includes users that visited your page, and engaged with your page’s content or ads via Facebook and Messenger.
  • Page Visitors: This includes all people visiting your FB page, whether they’ve taken action or not.
  • People Engaging with a Post or Ad: This audience refers only to the people that have liked your posts, reacted to your posts, shared the content and clicked on the links.
  • Call To Action Engagement: People who clicked your Call To Action buttons on your Facebook Page falls under this category. For instance, clicks on the ‘Contact Us’, ‘Shop Now’ buttons.
  • Message Senders: People that connect with your page by sending (private) messages.
  • The Savers: This includes people that previously saved your Page or a post on your Page.

Facebook’s Engagement Custom Audiences can be broken down into the following types:

Video content: 3-second video views, 10-second video views, 30-second video views, video watches at 25%, video watches at 50%, 75%, 95% and 100%.

Lead Ads: This includes both forms opened, and forms that weren’t submitted.

Canvas Ads: Canvas Ad created by the marketer, yourself or the advertiser that has been opened.

How and Why to Use Engagement Custom Audiences
 

Build brand loyalty

One of the most beneficial reasons for reconnecting with a customised audience is to build brand loyalty. Keep your visitors engaged by reaching out to them again. If you don’t ‘hook’ your page visitors, you won’t be able to reel them in. Engagement Custom Audiences simplify the process to help you determine which ‘fish’ you want to get hooked.

Stay connected with your prospects

Social advertising is tricky in the sense that although you might connect with your ideal potential buyer, you could just as easily lose their engagement. Social media updates and ads move at such a fast pace, so if you aren’t there to act on the engagement the lead might be lost. This feature allows you to prevent these individuals from ‘getting away’. The custom audience is created to improve connection and engage which leads to conversion.

Find high likely to engage lookalikes

Creating a custom audience with Facebook Engagement also enables you to create similar audiences of people that might want to connect with your brand. Lookalike audiences give you a peek into who you want to target and simplifies the search process.

Target ads – include and/or exclude

Targeting your ads to people that already have interacted with your content will allow you to focus your attention on the right people, and not waste your campaign expenses on those that don’t act according to your goals. You can also use the Engagement audiences as an exclude audience in your ad sets to prevent that people that already engaged with your content will see your ad creatives over and over.

Analyse and assess engagement

Another valuable feature of Engagement Custom Audience is the data analysis opportunity. With this feature, you are able to assess your current and previous engagement data. Review people that engaged with your brand yesterday, a month ago or even 365 days ago. Note that ‘newly’ engaged individuals within the ‘go-back period’ will be added to the specific audience. Thus, the audience is constantly being updated and refreshed.

Re-engage with potential leads without sending them away

Facebook managed to create a feature for its users to generate leads without ‘sending’ them to an external website. This simplifies the conversion process for both the user and visitor. Thanks to Engagement Custom Audience, you’re now able to re-engage with potential leads that have opened your lead ad, but didn’t complete the form.

Create Engagement Custom Audiences

We want to help your company expand its audience, build valuable connections and stay engaged with your visitors. The feature is easy to use and is highly beneficial to your social advertising strategy. By using this feature you can make sure that you connect with the right people, at the right time and influence the visitors accordingly.

If you have any questions, feel free to contact your Customer Success Manager: success@thenextad.com.

 

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Sanne Kruis

The Marketing Manager of The Next Ad. Passionate about Social (Advertising), volleyball player and loves to socialise. Nice to meet you! 

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